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.

Related posts:

An easier view on influence analysis with Kred Story

kredstoryjangles

Things are heating up in the social influence measurement space with yesterday’s re-launch of Kred as Kred Story.

Kred is one of three companies I see as the primary ones that, broadly, offer measurement and analytics services in the emerging field of social influence measurement (the other two companies are Klout and PeerIndex).

Each offers its own ways and means of calculating what your presence and activities across the social web mean in terms of the potential influence your presence and activities have on others. Each also has a “vanity marketing” aspect where you might get offered or have access to goods and services because of your score or rank.

It’s an interesting market, not the least reason being the lack of transparency that’s been apparent in the case of Klout and how its marketing works – the prime reason why I quit Klout last year – and the more interesting development in recent months of the role influence scoring will play in recruitment in the future.

In looking at Kred Story, from the individual user perspective, its dashboard approach to content display and interaction offers you a very attractive and compelling method of seeing what you’re doing on the social web and understanding what it all means. I find it far easier to understand in this regard than the other services (although I can’t really tell regarding the Klout relaunch last week).

Kred CEO Andrew Grill explains:

[...] Our mission in creating Kred Story is to give everyone access to social data in way that is intuitive, meaningful and fun. Kred Story moves the conversation about influence away from numbers and data to bring it back to the best thing about social media: the ability to connect with people who have things in common and shared passions.

[...] You can also explore social streams from friends, favorite brands and popular publications. Entering an @name like @CNN, @Wired or @BoingBoing produces a scannable overview of their most influential content.   You can also enter any hashtag to see who’s talking about an event, TV show, movie or any trending topic.  The most popular posts that people have interacted with most float to the top.

Kred Story makes it easy to find like-minded people that share your interests. Click on any box – like Frequently Used Hashtags or an interesting tweet – to view Twitter bios of people who have tweeted that content and follow people straight from there.

That last bit is what I find most interesting about Kred Story: looking at it from the perspective of seeing the activities and scoring of others rather than my own account. It’s something you would do when, for example, you’re researching on the social web. It enables you to construct snapshot perspectives of people’s online activities with depth, quickly and easily.

And if you’re a recruiter, things are now a lot easier when you’re researching about that job candidate – Kred Story is another arrow in your quiver, as it were, in social profiling which, in my view, will be an activity that’s an integral part of our social presences in the very near future.

Here are some initial reviews of Kred Story I’ve been reading this morning:

Take a look at your own Kred Story.

Related post: