Last night I had the pleasure of attending the first Spokane Tweetup of the 2012 season at Ripples within the Red Lion Hotel. The beer was good, company better, and overall discussion was rather engaging.
One of the topics we hit on was how we viewed Klout as a SM tool. Some at the table knew what Klout was, some did not. The aggregate response from the crowd bordered somewhere between indifference and pessimism about the product/service. To butcher but recapture one opinion at the table, the comment was "If I'm meeting my internal ROI, who cares what my score is?" This seemed to become the default final say as we moved on with our discussion.
On the car ride home I thought about that a bit more, and how I use Klout personally, what we may have overlooked in that quick roundtable, and the fallacy of looking for Klout as a direct-benefit tool for a social media manager, when it's real benefit might be a little more obscure.
Klout if you aren't familiar is a tool that connects to your social media accounts, and give you a numeric score, from 1-100, based on certain criteria such as amplification, reach, and network impact. It's forward facing display of a creative use of game theory, using our ego and internal trained desire to measure your social media usage, and perhaps even self worth, against a number that is created in some black-box algorithm. Since grade school, we've always been taught to strive for a 100, and Klout takes great advantage of this conditioned response.
Sadly, I'm fairly trained to look at my score every morning, and be ecstatic when I go up a point, and frustrated beyond rational thinking when I'm down. It's a great example of how game theory is really a force to be reckoned with as social media and the web becomes more refined.
When I think about the comment "If I'm meeting my ROI, screw Klout and their superficial number" I'm in agreement- This thing drives me effing crazy trying to keep it afloat. But while the self facing metric is what we pay attention to, Klout is useful to social media managers in a different way.
Klout has less to do with how you see yourself. The value is about how others see you.
Klout's value really comes from you outward facing Klout number, and how your followers, and potential followers see you. I've noticed this in my own usage, and for a brand or social media manager, your outward image and message is everything, right?
Think of it this way: The people who sign up voluntarily for Klout by best guestimate are going to be the people who are: A) social media savvy/trendy (you want these people following you right?) B) now driven insane by this Klout score (people externally driven to become BETTER/MORE ACTIVE followers).
If these people are valuing themselves by their Klout score, you can bet your ass their holding you and your brand to the the same superficial judgement system as well! Sadly I know because like I mentioned, I'm already caught in this self-worth/judgement cycle. When I'm looking to follow a new person, a Klout score for me gives me a first impression of whether they are active and create good content (via Reach/Amplification). Klout's value to an SMM or Brand is less about who you influence, and more about how Klout influences your followers (potential customers) to want to follow you.
The kicker? Everyone has a Klout score whether you've signed up or not. So when I, a Klout user, open my Twitter page everyday, your score is right next to your name- whether you care to acknowledge it or not. In an article about business social media campaigns I wrote back in September, I mention that when it comes to branding and social media- you're either in or your out- but half ass will harm your brand more than cause good. Unfortunately (and wisely) Klout has opted you in as a brand- unless Klout falls to the wayside, you don't have a whole lot of choice. A great brand and content will be, and is being undercut with a poor Klout score stamped on your Twitter account.
Is it fair to judge someone by their Klout score? Isn't the real value of SM in the connections and the content, which is not being accurately reflected in a score?
Fair may not be the word to describe this new ranking- but common would be. We make thousands of snap judgements everyday with one or two data points-Think about walking down the street and bumping into a person. A lot can be deferred by simply their clothes or demeanor. Is if fair? No. Is it accurate? Probably not all the time. But it is how we operate in the real world. Klout is your customers first glance at your brand or company- what will they infer?
like it or not, your Klout score is now part of your companies first impression to the world. The value in Klout for you as a person, a brand, or a company may not be ranking and judging yourself everyday; but realize whether you do or not, you'll never stop others from passing the same quick judgement on you. If your a brand or SMM and not worried about your Klout score, I would take a second look.
Originally published by Social Media NZ:
In a world where social media and the so-called “game layer” are constantly turning the most mundane tasks into opportunities for rewards, it seem like everything we do has the opportunity to be turned into Foursquare or SCVNGR-like activity.
But can the new wave of social gaming really change how people live their lives?
That’s what two programs, Earth Aid and Joulebug, are aiming to do. The two companies have their sights set on an elusive goal: they are betting they can lead you to become more energy efficient at home.
First, let’s admit to ourselves that energy efficiency, for all its positive attributes, has always had a hard time gaining traction. It’s hailed by utilities, governments, and advocacy groups as a partial solution to some of humanities larger issues: climate change, fossil fuel dependence, and even poverty to name a few. Year after year, millions of dollars are thrown at programs encouraging and subsidizing efficiency programs, encouraging homeowners to step up and do something that can benefit them financially and even help the environment as a feel good bonus. Yet the majority of homeowners still aren’t biting.
Why hasn’t energy efficiency hit its tipping point? There’s the obvious upfront cost people have to shell out for efficiency upgrades in the short term. But let’s face it- energy efficiency is pretty mundane in practice. It takes a certain type of person to get excited about energy efficiency (I happen to be one of those crazy individuals).
For the rest, Earth Aid and Joulebug are hoping to convince them that saving energy can be fun by offering achievement levels, instant feedback, and the possibility to gain imaginary and real rewards for completing certain tasks.
Earth Aid, is a website that touts the headline, “Reduce your home energy bills…and we’ll pay you for it.” While currently only available in the United States, Earth Aid has created a program where homeowners can gain tangible rewards by achieving energy reductions in there home. With regional businesses and international companies such as Starbucks and Unilever participating, homeowners have multiple ways they can “double up”, not only reducing their energy bills, but getting rewarded again with things like free Starbucks coffee.
Meanwhile Joulebug, a downloadable app for iPhone, allows users to gain points, badges, and pins for accomplishing day-to-day tasks that reduce the users energy use.
Both Earth Aid and Joulebug can be connected to social networks Facebook and Twitter, allowing users to share, encourage, and (in theory) compete against each other in their energy efficiency achievements.
So will rewards, feedback and social bragging rights be enough to nudge a large group of people to take on energy efficiency? Time will tell. In the case of Earth Aid, Starbucks and Unilever believe enough in the idea to attach their brands to it.
In the meantime, let’s not forget that foursquare made it popular to push all your boring life details to Twitter in return for the possibility of becoming “mayor”. If checking into the subway on the way to work can become popular, then I think energy efficiency has a chance in the game layer.
Originally written for Social Media NZ @http://bit.ly/iialHd
Social media is most commonly thought of as an experience based around the idea of sharing. Everyday millions of people share content, opinions, insight, experience, and media with their friends, coworkers, family, and acquaintances. Sharing in essence has become the backbone of what the social media experience is about.
But as our digital lives become more centered on the idea of sharing information, we’re beginning to see a new trend: people using online platforms to share possessions, services, physical space, personal time, and other non-digital goods. While the first decade of the millennium was about sharing digital goods, this decade will be about sharing everything else.
Welcome to the new world of collaborative consumption.
The idea of sharing has always been simple, but the actual act of sharing is a complex mix of logistics, trust, and strength of social ties. For most of us, it’s always been easier to buy something, use it when necessary, and store it away than to try to share.
But one of the major breakthroughs driving change is that social networking and social media have made it possible to overcome the traditional barriers of sharing: the risk associated with lending out our possessions to others. As we’ve learned through sales-based peer-to-peer sites like eBay, participant’s feedback and recommendations are trusted by the majority of the population as a way to legitimize a transaction with someone they’ve never met.
In the last few years, peer to peer share and rental networks such as NeighborGoods, Zilok, airbnb, Share Some Sugar, and ecoSharing.net have all unlocked the possibility for anyone to share or rent things directly, whether it’s a power drill collecting dust in the garage, a spare bedroom to a traveler, or a mountain bike for the weekend.
The enticement of saving money by borrowing instead of purchasing, or making money renting something going unutilized is creating a large increase of people looking to capitalize on the idea of sharing. It seems as if peer-to-peer sharing has hit its tipping point.
How big is this new market of peer-to-peer sharing? While there are no global figures, the peer-to-peer rental market of goods is estimated to be around $36 billion dollars in the US and growing. JWTI 100 Things to Watch in 2011 picked peer-to-peer micro-businesses as number 51 on their list and peer-to-peer car sharing as number 71. A joint study by Latitude and Sharable Magazine found that 75% of respondents predicted their sharing of physical objects and spaces will increase in the next 5 years.
Is sharing for everyone and everything in a culture of ownership and single-use products? The answer is no. But as social media networks and peer-to-peer exchange hubs build stronger online communities to facilitate sharing, and the global recession and environmental concerns have people second-guessing consumption as king, there will no doubt be a growing place in the near future for the sharing economy.
A peak at what's going on @ my other blog "Building With Intention":
| The Future of Green Building? Really? (Credit: Inhabitat) |
| Credit: AAHSA via Jetson Green |
After a mini discussion on Twitter (Aren't they all?) @SocialMediaNZ asked me to post my thoughts and comment on their article at SocialMediaNZ.com titled "Social Media: The New-School Curricula. Check at the article and my response Here.
As a late update after the crazy week I’ve had since last Tuesday, I wanted to mention here if you hadn't caught it yet that I won the grand prize for ECOVER’s 30 under 30 contest Wednesday evening.
The prize was for outstanding environmental leadership by a person under 30 and was a nationwide contest. For those who may not know, I flew over to NYC on Tuesday to accept the prize, which was a choice of a new Santomer Bed Set or Dining Table set from Environment Furniture and a year’s worth of cleaning supplies from ECOVER. Besides the award, I participated on a round table discussion on Green Blogging with a group including moderator Rachel Lincoln Sarnoff of EcoStiletto, and panelists Meaghan O’Neill of Treehugger, Jill Fehrenbacher of Inhabitat, Starre Vartan of Eco-Chick, and Brian Clark Howard of TheDailyGreen. It was a bit overwhelming speaking with such respected people, but it was a great experience, I met some fantastic people, and got featured on a few different websites (LivingOnTheVedge, TheMidwestSide) and in NYU’s Newspaper. The official article on the event by ECOVER can be found here.
I wanted to thank anyone who took the time to lend me their vote two weeks ago (I received over 500 votes in 5 days, twice as many as the next person), and for the warm support from friends, family, and colleagues.
Sincerely,
Ryan S. Arnold
While the Mid Term Elections may be dominating the news channels, this week a major vote passed that is set to transform how the country’s buildings are made. On Monday, US building officials voted to support the 2012 International Energy Conservation Code, which will require buildings in every state to be made 30% more energy-efficient. The IMT states that currently buildings account for 38% of all US emissions — these new building codes stand to significantly drive down that percentage.
Read the rest of Vote Passed To Make US Buildings 30% More Efficienthttp://www.inhabitat.com/wp-admin/ohttp://www.inhabitat.com/wp-admin/options-general.php?page=better_feedptions-general.php?page=better_feed
Permalink |
Add to
del.icio.us |
digg
Post tags: 2012 international energy conservation code, building emissions, energy efficient buildings, green buildings, green us building code, imt, Institute for Market Transformation
by Agence France-Presse.
UNITED NATIONS—The warming Earth and the globalized
consumer society are becoming the biggest threats to future wealth and
happiness, the United Nations said Thursday.
Rich countries
“need to blaze the trail” on making economic growth less dependent on
fossil fuels and helping poor nations get onto the path of sustainable
development, said the annual Human Development Report, produced by the U.N.
Development Program.
Highlighting the
failure of last year’s Copenhagen climate summit, the report called for
international commitment at events such as the U.N.-sponsored climate talks to
be held in Cancun, Mexico, next month, “if we are to face up to what may
be the most serious threat the world has ever faced.”
The report,
entitled “The Real Wealth of Nations,” says that overall most of the
world has become wealthier, healthier, and better educated over the past 20
years that the study has been released.
But it added:
“The main threat to maintaining progress in human development comes from
the increasingly evident unsustainability of production and consumption
patterns.”
Also:
“Increased exposure to drought, floods, and environmental stress is a
major impediment to realizing people’s aspirations.”
With the world population
expected to hit 9 billion by 2050 and incomes rising, pressure on energy and
fuel sources will grow, the report said.
“Climate
change may be the single factor that makes the future very different, impeding
the continuing progress in human development that history would lead us to
expect.”
And rising wheat
prices could have “massive repercussions.” In a worst-case
scenario, by 2050 per capita consumption of cereals could fall by a fifth,
leaving 25 million additional children malnourished, with South Asia the worst
affected, the report said.
With
the international financial crisis still being felt, “the continuing
reliance on fossil fuels is threatening irreparable damage to our environment
and to the human development of future generations,” said the report.
“These developments pose serious questions about the long-run feasibility
of the world’s current production and consumption patterns.”
Related Links:
Obama lukewarm on using EPA authority to rein in carbon emissions
January-to-October tied for hottest in satellite record
Taking on the global energy investment challenge
I wanted to share with you all what drove me to work towards becoming a sustainability professional and why I'm listed as one of ECOVER's "30 Under 30" people who have made a difference in protecting our planet. Check out my story of what energized me to enter the green building industry and please lend me your vote, once a day, all week long at:
30 Under 30 ECOVER Contest
A Promotional Video made for my BGI Social Web Assignment for www.RyanSArnold.com
by Sarah Goodyear.
When Ray LaHood was nominated by President Obama to be the Secretary of the Department of Transportation (DOT), it
seemed like an afterthought. The selection of LaHood, a Republican Congressman
from Illinois with a reputation for political pragmatism, was seen by many as a
gesture at bipartisanship that indicated just how little the administration
cared about possible innovations at the DOT.
Over at Worldchanging,
Alex Steffen called the appointment “a profoundly uninspiring vote for business
as usual,” and at Streetsblog,
where I worked at the time, Aaron Naparstek wrote this:
The selection of a downstate Illinois Republican with close
ties to highway
lobby stalwart Caterpillar Inc. is being taken by many as a clear sign that
progressive transportation policy is, for now, nowhere near the top of the
Obama’s agenda.
What a difference 20 months makes.
LaHood has proven to be much more than a roads-and-bridges
secretary. He’s been an outspoken and articulate proponent
of high-speed rail. He’s mounted an aggressive campaign against
distracted driving. He’s jumped
up on a table to address the National Bike Summit, saying that, “I really
came here just to say thank you to all of you for hanging in there with us. You
all have made a big difference.”
And perhaps most significantly, he has emerged as a defender
of the “livable communities” concept, advocating for the construction of a
transportation infrastructure that would make walking, biking, and modern
public transit available—and attractive—options for every American.
Reform of the nation’s transportation system is still
stalled out at the congressional level, with the reauthorization of
transportation funding legislation now running more
than a year behind schedule. There’s widespread Republican
opposition to Obama’s $50 billion infrastructure spending proposal.
But LaHood, who has a jovial, guy-next-door demeanor, is
still upbeat. We had a chance to talk with him by phone the other day about
what exactly “livable communities” are—and if Republican legislators will ever
vote to fund them.
Q. So tell me, what does this concept of
“livability” really mean?
A. This is something I’ve never really talked
about, but growing up, I lived on the east side of Peoria. When I was growing
up, I could walk to my grade school. We had one car, but we would bike
everywhere we went. We could walk to the grocery store. In those days, we had
streetcars and buses, which people used to get to downtown Peoria, which was
probably five miles from my house. I used to take a bus to my dad’s business. I
grew up in an era [of] livable neighborhoods and livable communities—what
we’re really trying to offer to people around America. When there was no urban
sprawl, when you didn’t have to have three cars, when there weren’t houses with
three-car garages, everybody had one car.
That era was lost on a generation that decided
they wanted to build big malls and have cities expand in a way that didn’t
really reflect the ideas of livability.
When I came to this job, I thought about it in
that context, but also in the context of a city like Washington, D.C., or
Chicago, where you can live without a car. Where, on the weekends, my wife and
I can take our bikes, and if we want to go all the way to West Virginia on our
bikes from Georgetown, we can do that. If we just want to go to Bethesda, we
can. If we want to go for a walk, we can. This is a city where you can live
without a car and get to airports, get to your job, get to the grocery store,
and it’s the kind of community that offers people many different transportation
options and amenities that I think have been lost in other cities.
So, as we travelled the country the last 20
months, visiting more than 90 cities in 40 states, what we found was that
there’s a pent-up demand in America for more walking paths, biking paths, more
transit, more buses. I just helped inaugurate a streetcar program in Atlanta.
I’ve been to New Orleans, where they want to expand their streetcar system.
I’ve been to Portland. On the day that I was going to the streetcar
inauguration in Portland, I saw over 200 people at 7:30 in the morning riding
their bikes to work. I’ve seen what’s happened here in Washington with walking
and biking paths, the biking avenues or lanes that have been created along
Pennsylvania Avenue, along 14th street and 16th street.
It’s what Americans want.
Q. But politically, it’s been a little bit of a
tough sell. There are a lot of people, especially on the Republican side of the
aisle, who seem to think that encouraging density and more walkable communities
is, in effect, forcing people to live in the kinds of places that they don’t
want to live in.
A. I think when politicians begin to listen to
their constituents, what they find is that their constituents are way ahead of
them on livability and sustainability, on having cleaner, greener communities,
on having walking and biking paths, on having streetcar systems. I think when
politicians who are elected by the people begin to listen to their
constituents, they begin to get with this kind of livable, sustainable
community program.
Q. Do you think in the current political climate,
there are a certain number of people in Congress who are just invested in
opposing whatever the president comes up with?
A. I think there are some traditional people in
Congress who like the idea that we continue to build roads and bridges and
things like that. I think we’ve sent a pretty loud message that one of our
signature transportation programs will be livable and sustainable communities.
One of our signature transportation programs will be connecting America with
high-speed intercity rail, so people can get out of their cars. They can take
a train ride to see Grandma rather than doing it in a car.
I just think these are signature programs now.
They’re not going to go away, not because of Ray LaHood or because of Barack
Obama, but because this is what people want. Once politicians begin to learn
that, they begin to adopt the idea that these are good opportunities for their
constituents and for Americans.
Q. When we do get to the reauthorization of
transportation funding, what do you think that’s going to result in? Do you
think that there is going to be a change in the funding formulas?
A. I think you will see a sizable chunk of money
for livable, sustainable communities. I think you will see reform of MPOs, the
metropolitan planning organizations, so they incorporate more of communities
and more stakeholders. I
think you’re going to see one of the signature programs will be high-speed
intercity rail that ultimately will connect America in the next 25 years, or
at least 80 percent of America. More emphasis on
streetcars and other transit options for people, because this is what Americans
want. This is the direction we’re going.
We had over a two-hour meeting with [Transportation
and Infrastructure Committee] Chairman [Jim] Oberstar [D-Minn.] on all of our
signature programs, and there’s not a nickel’s worth of difference from what we
want and what he wants. We’re always going to build road and bridges, and we
have a state-of-the-art interstate system. But people want more than that now.
Q. Do you think that suburbs and cities have
competing interests, or do you think that their interests are complementary? How
can you talk to people about how those interests are complementary, and not
just have it be this thing where suburbs are pitted against cities?
A. I think walking and biking paths provide the
connectivity for cities and suburbs. In my hometown, Peoria, I told you what it
was like back in the ‘50s and ‘60s when I was growing up, as a boy. They just
have gotten the rights to a rail line called the Rock Island Line. Right now
it’s a 26-mile
walking and biking path. They’ve just now purchased the rights to the rest
of the rail. They’ve just torn up all of the rail, and they will connect
several communities, both suburban and rural. I think these walking and biking
paths, are the pathways, if you’ll pardon the pun, to connect urban and rural
and suburbia.
I think another way to do it is through good transit
programs, where you have transit programs in cities that also provide service
to the rural and suburban area. Again, in my hometown, they’re building a huge
VA clinic in suburbia, which was once in the downtown area. The only way they
got away with doing that is that the transit system said, we will have regular
service in order to deliver veterans who need transportation services. That’s
the kind of connectivity—so you can get to a VA clinic if you don’t have a car
or access to a car, that you can ride your bike from a downtown area all the
way out to suburbia or to a rural area. That if you live in a rural area, you
can get to a grocery store or your doctor’s appointment or hospital, because
the transit system will provide those services. That’s the kind of connectivity
that I think people want, and that we’re really thinking about.
Q. What have you learned in this process about what
Americans want? Have there been any surprises?
A. I’ve been in public service for 30 years, as a
staffer for 17, then as a member of the House for 14, and now I’ve been in this
job 20 months. In a job like this, you can make a difference. The one thing
that I have going for me is that President Obama supports all of these
activities. He really has given us the opportunity to develop some significant,
signature programs that have never been considered or highlighted by DOT.
I think people have always thought of the
Department of Transportation as the department that builds roads and bridges.
But you can do big things, and dream big dreams, and the president has really
given us the opportunity to do that. You can think outside of the box. We’ve
been thinking outside of the box. I didn’t realize that we’d really be able to
do that.
Related Links:
A report from the front lines of the “transit space race” [VIDEO]
U.S. sets new standards for truck, bus emissions
The Senate livability bill has no teeth. That’s okay