With so much activity across so many products, the crucial
question becomes: "Where am I really getting and giving the most
value?" The next wave for social networks will be to help users
distinguish rich relationships from the banal.
My experience with online networking is that at its core it's
still very similar to the classic "on the ground" networking
experience with a clear relationship between The Give and The Get.
The people who receive the most value from me are generous about
retweeting or responding to my posts. Those who are only about
building followers have a harder time building a relationship with
With this in mind, to better understand what distinguishes Kred
from others in the space, I spoke with PeopleBrowsr CEO Jodee
Porter Gale: There are a lot of
social-media-analytics tools being released; what makes Kred
Jodee Rich: Kred returns the focus on social
networks from celebrities to tight-knit groups of people you really
know and trust about your interests, just like in real life. For
example, I would expect Nikki Minaj to naturally have high
influence with people interested in music, but maybe not so much
among mommy bloggers. I hang out with kite surfers when I am not
working and have some Kred amongst this group, but not at all when
I head home and join my wife's cookathon!
Trust and generosity should be the start for any scoring system
because those are the qualities that create strong relationships
online -- just as they do in the offline world. Kred gives a dual
score for influence and outreach rather than a single overall
network score. Influence, scored on a 1,000-point scale, measures
the ability to inspire action or influence others in the form of
retweets, replies or new follows. Outreach increases every time a
person initiates conversations, interacts with others or spreads
Online activities, of course, are only a piece of what makes a
reputation so we built in an offline component as well. Kred lets
users integrate their "real-life" awards and recognition --
anything from frequent-flier status to academic honors to club
memberships -- into their score.
All of this is done in an atmosphere of complete transparency.
People can access activity statements that show every action that
increased their Kred. They can also view their Friends' Activity
Statements so they can understand the sources of their Kred as
well. Very soon we'll have privacy settings so people can select
how much they want to share or participate in Kred.
We made it a priority that Kred be really easy to understand,
too. "Kredentials" gives a clear summary of everyone's communities,
connections, frequently used words and the other data we extract
from billions of tweets over the last 1,000 days to calculate
Ms. Gale: Was Kred developed for the individual
social-media user, or is it really a tool for businesses?
Mr. Rich: Anyone can get something from Kred.
Our primary mission for Kred is to help everyone enrich the
communities they belong to and create a better online experience.
That's a good goal for anyone, whether they are a company or an
Ms. Gale: Will Kred data be open source and
available to the public? And, will there be a fee to use it?
Mr. Rich: The Kred website is totally free.
Users of our social-analytics platform, Playground, will find Kred
fully integrated into their dashboards and analytics. The data is
also available to developers as a stand-alone API or as part of our
Playground API. We have an enterprise plan for people who want to
take a deeper dive into our API.
Ms. Gale: Some people have criticized the
selling of influencer-score data and others find it brilliant. Do
you have a point of view about whether Kred data should be used for
Mr. Rich:In the 1800s, Gregor Mendel started
quantifying genetic information with his pea experiments he began a
period in biology that eventually lead to the discovery of DNA.
For the first time in human history we are learning how to
quantify social data. Our goal at PeopleBrowsr is to provide this
Big Data to Little Brother. We think it will kick start all sorts
of valuable interactions. Corporate marketers accessing our
Kredentials API will have a sharp instrument for targeting their
Ms. Gale: What's the best way to increase your
Kred was developed to encourage the same behaviors that enrich
real-life relationships. To build trust and respect, people need to
be responsive to their communities. In practical terms this means
posting relevant links, helping other people spread their messages
and engaging with members of the community who have high
We also want to actively help people build their Kred. Visitors
to Kred will be able to see recommendations for fresh content so
they can introduce it to their network.
Ms. Gale: Did you have any early adopters test
Mr. Rich: Kred is rolling out publicly on
September 29 by invitation. Anyone can tweet us at @peoplebrowsr to get their Kred, and we will
provide them access over the following week.