Klout Scores Social Influence Success with Mashery
Partners, core competencies, security, traffic
With more than 400 million scored users and over 200,000 businesses benefitting from its products, the Klout score quickly became the standard measure of influence across a person or company's social networks. The foundation is the Klout API, which initially only monitored Twitter users' activity, but, as early adoption transformed to exponential growth, the company knew it needed more than just a powerful API to become a household name.
"It quickly became apparent to our co-founders that we needed a management solution to allow us to scale, provision keys, and manage client relationships," says Tyler Singletary, director of platform. As an API-led company, finding the right API management solution was essential. "Serving an API is not our core competency," says Singletary. "We needed a platform to get us out there fast."
Klout began looking for an API management solution that could satisfy both technical and business needs. Already processing terabytes of data, the company knew its technical infrastructure would benefit from external, cloud-based caching that could handle growing traffic. To get its data out to developers, the company wanted an easy way to onboard them, plus provision and manage keys.
Klout ultimately signed on with TIBCO Mashery® because "other solutions weren't built for the type of scaling we knew we'd require," says Singletary. "Plus, the Mashery solution was the full package."
Advice, Community, Scalability, Success
"Mashery can provide an invaluable service to any company who has little or no developer outreach," notes Singletary. In the early stages of its API program, Klout was empowered to evangelize its API at important hackathons to build popularity and recognition. The company quickly saw how unique and powerful the integrations with its API could be.
Klout's API now receives more than 450 million calls per month through Mashery. Further, the Klout API fosters an active, working developer community that creates apps that stick—over 1,100 production-level API keys have been registered, producing more than 300 new apps each month. Easy Mashery key provisioning and clear-cut reporting helped Klout adapt and scale with its growing developer base.
Focus on Consumers and Partners
Klout relied on Mashery global deployment, cloud-based caching, and datacenters. The company runs big data through the cache without having to worry about its backend, so it can focus on creating a valuable program for API consumers and business partners, instead of on managing painful operational details.
With quick and easy developer onboarding, Klout can be present in burgeoning new business and consumer products. For any consumer product needing to filter or verify social media content, Klout integrates seamlessly, leading to a greater number of strategic partnerships. The best indicator of success: partners, more than 3,500 of them.
Klout also added business value to its API program with implementation of OAuth 2.0. The first paid product for brands, Klout Perks, enabled companies to generate earned media by connecting with key influencers. Expanding the program beyond Klout.com required an added security layer so its customers could access consumers' Klout scores. Klout used the Mashery OAuth 2.0 Accelerator to ensure secure data exchanges. "Rather than build out a key infrastructure, log-in IDs, and more, we went with the ease of the Mashery OAuth 2.0 Accelerator to simplify implementation and developer integration," says Singletary. The program led to the launch of Klout's first OAuth API, KloutPass.
A prime example of the importance of OAuth and the power of Klout Perks is Klout's partnership with American Airlines, which presented a unique reward to top influencers, people with a Klout score of 55 or higher. Even if a user is not American Airlines passenger, they could gain access to the airline's Admirals Club in more than 40 worldwide locations. The perk shows the evolution of how brands can engage with consumers: Klout users reap benefits, and awareness of American Airlines and its image increases. When the partnership was first announced, it was met with widespread response. "In just the first day of the promotion, more new users registered with Klout than from any other partnership before," says Singletary.
Singletary looks forward to seeing Klout grow into new markets. "Our API has been essential to the growth and reach of the Klout score. The Klout API will be key to our ability to bring enterprise brand agencies into the Klout platform."