Kred wants to take influence measurement to a new level

Andrew Grill“We all have influence somewhere” is the tag line of Kred, a social influence measurement service created by PeopleBrowsr, a San Francisco-based social media analytics company, to identify influential people in interest-based communities.

It’s a credible descriptor to apply to a service that, on the one hand, provides individuals with metrics to show the measurable reach of the specific things they talk about across the social web, and who they connect with in those conversations; and on the other hand, offers companies access to valuable data Kred gathers from all those connected conversations online that enable companies to get a clear sense of who they ought to pay attention to, among other things.

Kred offers depth beyond a simple ranking score, a topic you can hear London-based CEO Andrew Grill expand on in an FIR Live panel discussion last summer.

And the tag line has a nice democratic-sounding ring to it.

All of this was in front of my mind in London last week when I attended Kred’s London Influence Summit on March 27 at which I estimate well over 200 people participated. The visibility of “We all have influence somewhere.”

While the event gave everyone an opportunity to socialise and chat in the smart May Fair Hotel private event suite that includes a private cinema, there was a serious side to the event in the form of a presentation in that cinema. A sort of ‘message from the sponsor.’

That message – confidently delivered by Andrew Grill (pictured above) – was a mix of personal story and corporate roadmap outline, all combining to imbue a strong sense of credibility, authenticity and plain and simple belief in what we heard.

Andrew shared some outline thinking about Kred’s business strategy for the coming year or so, with some specific information about a new service the company is now offering: Kred for Brands, that “optimizes the Kred platform,” Andrew says, and provides businesses with credible and compelling data about a brand’s competitors, fans and followers. (Read more about Kred for Brands and see the explanatory video.)

I was intrigued by some of the ideas that emerged during the Q&A discussion in the presentation, especially on possibilities with some of the other ideas Andrew talked about, such as how you might identify and measure influencers in specific areas of knowledge within organizations on those organizations’ own private networks.

Think of how internal communication ‘traffic’ via social-sharing tools like Yammer and Chatter enable knowledge sharing, employee collaboration and other activity that, like public Twitter data, can be measured and valuable insight and meaning extracted.

You can watch Andrew’s presentation and the Q&A in this video:

Kred London Influencer Summit from Andrew Grill on Vimeo.

The audio’s not best quality but it’s worthwhile listening if you persevere.

Hearing about plans and ideas from Andrew Grill, and from what participants talked about, makes me think that Kred has the ability to take the concept of social influence (and influencer) measurement to a new level, one that could well give them genuine leverage in a market that looks poised to take off, and is attracting more entrants.

And while individuals may still have doubts and lack of clear understanding about what ‘social influence measurement’ is about from their perspectives, businesses will have no doubt as to the value they can derive from it.

If Kred can keep it all ‘social’ – and help their client companies see the advantages of social-business behaviours and not treat everything as the impersonal marketing that’s still unfortunately the norm to many companies – we could well see needles move and that new level reached.

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About Neville Hobson

Entrepreneurial business communicator with a curiosity for tech and how people use it. Early adopter (and leaver) and experimenter with social media. Co-host of the weekly business podcast For Immediate Release: The Hobson and Holtz Report. Also an occasional test pilot of shiny new objects. Follow me on Twitter and Google+.