What: After noticing the lack of a tool to allow marketers to target consumers on Facebook in a very direct, individualized way, social media startup Involver partnered with Klout, an influence measurement company, to develop an app to bring a service to Facebook that lets brands communicate with targeted consumer groups based on their Klout scores.
How: Consumers click the Involver tab on a participating brand's page and opt in to have their Klout score generated. From this point, the brand can communicate with them in a more targeted way.
Involver offers three tiered levels of the app. The free Klout app allows businesses to deliver coupons to consumers with Klout scores either above or below a number of their choosing.
The next tier allows paying brands to deliver various types of content to consumers, including individualized coupons.
Finally, with the enterprise package brands can deliver personalized content (such as video, PDFs, coupons, and trailers) to consumers, along with gaining access to the rest of the company's app suite.
Why: The Involver app offers an efficient way for marketers to communicate with social media-savvy influencers on Facebook based on their Klout scores, explains Jascha Kaykas-Wolff, SVP of marketing and customer success at Involver.
Citing the role a consumer's Klout score plays in deciding what content is received from a brand, he says the app "represents a powerful evolution in what you can do on Facebook."
Who: While the app offers obvious benefits to consumer brands, Kaykas-Wolff expects it to prove popular with b-to-b companies, as well as among other verticals, including travel and consumer technology.
Audi USA was the first brand to use the technology, but Involver has since received more than 2,000 inquiries from other interested parties.