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Which contacts in your database are actual influencers within the different social media channels link Twitter and LinkedIn? To find this out, you can use a tool called Klout measures influence based on your ability to drive action. Eloqua has made this easy by creating a Klout Cloud Connector which will populate a contact's "Klout Score”, which is a calculation of how followed, read, and re-tweeted this person is. This insight can help you differentiate between regular readers of your content and the highly influential advocates that are widely read in the community at large, and allow you to cater your messages accordingly. Imagine being able to send a targeted email to those with a high Klout Score and asking them to share a new blog post or white paper via Twitter / LinkedIn / Facebook? This could increase the success of your campaign with the same amount of resources.

About Klout

Every time you create content or engage others on different social media channels, you influence others. The Klout Score uses data from Twitter, Facebook, LinkedIn, and Foursquare in order to measure:

  • How many people you influence (True Reach)
  • How much you influence them (Amplification)
  • How influential they are (Network Score)

 

For more information about the Klout score, see: Understanding the Influence Metric: What is the Klout Score?


 

How to Configure the Klout Cloud Connector

 

You need to create a program that will add the Klout score to contacts in your database. You will need to know Program Builder so you may need to take a quick crash course on this, see this video. These instructions will also assume you know your way around the Eloqua system

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  • Create a new Program in Program Builder. Add a step and choose the Cloud Connector as per below and choose Klout Score. Next hit “Configure”.
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    • In the field mappings tab, map the Twitter and Klout fields

    9-19-2011 3-29-29 PM.png

     

    • Go to the Credential field and enable the Cloud Connector.
    • Save your settings and close the window
    • Per the above diagram, I added an optional step to the program that you can use to remove contacts from your program. You can now activate the program.
    • Add a contact to the program so you can test it out. Ensure that the contact you are testing with has a Twitter ID in the Twitter field you created in the first step. Once the contact is added, you can go back to the Cloud Connector step in the program, hit Configure and do a Dry Run as per below. This will activate the Cloud Connector for testing purposes. (If you don’t see a green ENABLED as per below, you skipped a step above).


    9-19-2011 3-33-14 PM.png

     

    • You should then see the result with the Klout score.

    9-19-2011 3-34-43 PM.png

     

     

    • Once this is working, you can create a Program Feeder that feeds in all contacts that have a Twitter ID. To do this, you need to create a Shared Filter/Contact Filter with the criteria: Twitter ID (whatever you call your Twitter field) does not equal BLANK (leave the field blank). Next, add the Program Feeder for your program and have it run once a day to reflect the changes that take place on a contact's Klout score.

     

    Once the Klout score has been added to your contacts, you can start to segment and target communication based on this.

    Some of our clients are preparing for Canada's new Bill C-28 anti-spam legislation by adding an opt-in checkbox on their lead generation forms. This type of "opt-in" strategy (as compared to the typical "opt-out" strategy) asks your web registrants to agree to receiving email communication from your organization. Bill C-28 goes beyond the CAN-SPAM laws in the US and you must take precautions if you market to this country. A confirmed opt-in is required to be compliant with Canada's new law that will come into effect by the beginning of 2012.

     

    This post will show you how to set this up in Eloqua10. It assumes that you understand how to use forms and landing pages in Eloqua. This post doesn't cover the new EU Privacy Regulations. That is completely separate from email opt-in as the EU Privacy Laws is primarily concerned with web tracking.

     

    1. Create your Form

    You need to create a new form in Eloqua or modify an existing form. Add in the single checkbox as per below. You can also add in Field Instructions which appear below the field.

    9-6-2011 5-05-06 PM.png

    Within the pre-population tab, you can then choose a default for the checkbox as “checked”. However, to remain compliant C-28, you need to set this to unchecked.

    9-6-2011 5-10-13 PM.png

     

    2. Configure the Form Processing Steps

    Next, go to the Processing Steps area and ensure that you're saving the checkbox value to the Eloqua contact record. Choose the "Update Contacts - With Form Data" processing step. You should have an opt-in field you can use per below.

    9-6-2011 5-13-11 PM.png

    3. Create Your Landing Page

    Once the form is complete, create your landing page and add your form to the landing page. You can then activate your landing page. It should look something like this:

    Landing_9-6-2011 5-03-38 PM.png

    4. Creating Your Campaigns

    By default, Eloqua will enter "on" as the value when a checkbox is checked. When creating a list for your email campaign, make sure that you query for all contacts that have the value "on" in the opt-in field (or whichever field you used for email opt-in). We also recommend uploading contacts with this same "on" value if you have a confirmed opt-in.

     

    Hope you found this useful - eh!

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