Gini Dietrich

Four Tools to Assess Your Audience’s Online Usage

By: Gini Dietrich | October 11, 2011 | 
94

Last week, after we looked at the tools for online listening, I promised I would follow it up with tools to use in assessing the conversation.

Promise kept!

At the time, we discussed the five steps in social media we always recommend to new clients who are just beginning to branch out online, including listen, assess, engage, measure, and refine/improve.

We’re at the assess phase now, which means we need to look at where our customers and prospects are already participating online.

Remember, this not the Field of Dreams. If you build it, they will not come.

You need to figure out where your audience is participating in order to determine where you’re going to spend your time.

There are four tools you can use to begin to understand your audience’s online preferences. Some are free and some are paid. We’ll explore both.

  1. Fliptop. Fliptop is a tool that will let you upload email contacts from your computer, an email marketing platform, social media, or Salesforce. It will give you 100 free social profiles; anything beyond that is a paid option. It’s an easy way to test the software to see if it’s something you’d like to consider paying for and using. It returns demographics, title, company, all of the social platforms the person uses, and their Klout score.
  2. Qwerly. Qwerly is a little more sophisticated and should be used by someone who understands APIs and how to insert a key into your Web properties. This is a paid tool that takes the person’s name and location, and returns their bio, social networking profiles, usernames, and influence score (such as Klout).
  3. Gist. Gist is a tool you insert into your email server (such as Outlook or Gmail). Every time you email someone, it returns information such as their most recent blog post, what they’re reading, their shared photos, and their social networks
  4. Xobni. Xobni is the Batman of email. When installed in your email server, it returns so much information it’s almost scary. It gives you the social platforms, just like the other tools, but it also shows you which attachments you’ve exchanged with that person, what time they’re typically on email and responding, how many emails they’ve sent you or haven’t responded to, and more.The only thing we don’t like about Xobni is it takes up a lot of memory — and in Outlook it tends to crash frequently. But their customer service is excellent so, if you decide to use it and have problems, they’re readily available to help, even after hours and on weekends.

The difference between Fliptop and Qwerly vs. Gist and Xobni is the first two give you a snapshot of the people in your customer relationship management database, and the latter two give you access to the people you are emailing at that moment in time.

Both groups are useful in assessing where your audience participates online.

Once you have a good snapshot using one of the first two tools, you can begin to build your community where the majority of your customers and prospects are already participating.

Then you can use Gist or Xobni to enhance your community building as you proceed, which I’ll discuss in more detail next week when we talk about engaging the customers and prospects you find online.

About Gini Dietrich


Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro.

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94 Comments on "Four Tools to Assess Your Audience’s Online Usage"

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jennwhinnem
jennwhinnem
4 years 11 months ago

I had a boss who used Xobni. That’s all I’m going to say about that (publicly).

Otherwise, thanks Gini! I’m really excited about Fliptop!

KristenDaukas
KristenDaukas
4 years 11 months ago

Gini, what do you recommend for those of us who DON’T use Outlook? I had MS for Mac and after it hogged my mac down and started crashing, I quickly remembered why I moved to Mac in the first place.. sadly, it seems these amazing email client plug ins are the only thing that I run into that aren’t mac compatible since I use Apple Mail. Any insight you may have is greatly appreciated!!!

ginidietrich
ginidietrich
4 years 11 months ago

@KristenDaukas I think they both work in Apple Mail. I’ll have to double check to be sure. I’ll be back.

ginidietrich
ginidietrich
4 years 11 months ago

@jennwhinnem Fliptop is super cool! I love to use it. But now I have to find you privately. Totally curious!

HowieSPM
4 years 11 months ago

I am confused. This data is it coming from public google searches or is it coming directly from software scoping out your computer or watching you online?

KenMueller
4 years 11 months ago

I use a plug-in called Rapportive within my gmail and when I have an email from someone it has a lot of this information.

KenMueller
4 years 11 months ago

@HowieSPM A lot of them use info based on what you have allowed to connect to things. So for instance, if you connect your blog or Facebook (you know what FB is, right?) to connect to the social web, it reports that info.

KenMueller
4 years 11 months ago

@HowieSPM A lot of them use info based on what you have allowed to connect to things. So for instance, if you connect your blog or Facebook (you know what FB is, right?) to connect to the social web, it reports that info.

KenMueller
4 years 11 months ago

@ginidietrich@KristenDaukas Try Rapportive. Free plug-in for Firefox, and perhaps Chrome and other browsers that works with GMail and might support other mail apps

KenMueller
4 years 11 months ago

@ginidietrich@KristenDaukas Try Rapportive. Free plug-in for Firefox, and perhaps Chrome and other browsers that works with GMail and might support other mail apps

HowieSPM
4 years 11 months ago

@KenMueller never heard of Facebook LOL The way Gini described the services was almost like they send a bot with the email it invades your computer and comes back with some public some private info.

ginidietrich
ginidietrich
4 years 11 months ago

@KristenDaukas Neither supports Apple Mail, but they both have Firefox and Chrome plugins or you can use on your smartphone.

ginidietrich
ginidietrich
4 years 11 months ago

@HowieSPM @KenMueller You’re reading waaaay too much into what I wrote. I didn’t mean to leave the impression it’s scoping your computer. It only brings ingot you’ve given permission.

KristenDaukas
KristenDaukas
4 years 11 months ago

@KenMueller@ginidietrich That would be my issue then as I don’t use Gmail as my client but route everything thru the Apple mail client. I really wish that Outlook would work for me but I couldn’t take all the “down time” it created.

ginidietrich
ginidietrich
4 years 11 months ago

@HowieSPM @KenMueller ingot means info without auto correct.

ginidietrich
ginidietrich
4 years 11 months ago

@KenMueller I didn’t like Rapportive as well as the two I’ve recommended. It didn’t give me as much info.

KenMueller
4 years 11 months ago

@ginidietrich@HowieSPM Dude, you find an app that imports ingots into my email, and I’m all over it.

jasonkonopinski
4 years 11 months ago

Fliptop is an amazing tool – and a must if you’re doing any kind of competitive and customer intelligence.

ginidietrich
ginidietrich
4 years 11 months ago

@jasonkonopinski And it’s colorful, too!

remonatrix
remonatrix
4 years 11 months ago

It’s quite impressive the power of these tools. Also a bit scary to know that someone can have so much information on you and can use this information to influence your decision making patterns. The one feature that I like best (Xobni) is the time people generally respond to their emails … this gives you so much information on when to canvass these users on any given subject.

remonatrix
remonatrix
4 years 11 months ago

It’s quite impressive the power of these tools. Also a bit scary to know that someone can have so much information on you and can use this information to influence your decision making patterns. The one feature that I like best (Xobni) is the time people generally respond to their emails … this gives you so much information on when to canvass these users on any given subject.

remonatrix
remonatrix
4 years 11 months ago

It’s quite impressive the power of these tools. Also a bit scary to know that someone can have so much information on you and can use this information to influence your decision making patterns. The one feature that I like best (Xobni) is the time people generally respond to their emails … this gives you so much information on when to canvass these users on any given subject.

jasonkonopinski
4 years 11 months ago

@ginidietrich Well, I guess that counts for something. 😉

ginidietrich
ginidietrich
4 years 11 months ago

@remonatrix Really great point about that feature! I like that one, too. Sets expectations without your meaning it to.

Al Smith
4 years 11 months ago

Thanks for more useful info. again this week. but you told me I was going to laugh my ass off at this post. You must have meant the dwarf tossing/Betty White comment blog. Now THAT, was funny. Oh yeah, did you see the game last night ? Who won ? Luv ya.

Al

ginidietrich
ginidietrich
4 years 11 months ago

@Al Smith It’s too soon, Al. It’s too soon.

jackielamp
jackielamp
4 years 11 months ago

I love when you write posts that apply to exactly what I need at the time! Yayyyy

ginidietrich
ginidietrich
4 years 11 months ago

@jackielamp Am I living in your brain AGAIN!?!

Al Smith
4 years 11 months ago

@ginidietrich Ok. Hang in there. Hey, I am a life long Dolphins fan. Its gonna be a LONG year. I need others to share my pain. Sorry.

ginidietrich
ginidietrich
4 years 11 months ago

@Al Smith Sigh…

Nic_Cartwright
4 years 11 months ago

This info is a long way outside my job spec/knowledge bank/pay grade/all of the above – so should not really be commenting………

But…

Batman of email!! – incredible concept – and too much for my brain to handle. Going to lie down in a dark, damp cave.

jackielamp
jackielamp
4 years 11 months ago

@ginidietrich YES! I think my brain must be an amusing place to live. Haha!

ginidietrich
ginidietrich
4 years 11 months ago

@Nic_Cartwright LOL! Make sure you also get to drive the Batmobile.

ginidietrich
ginidietrich
4 years 11 months ago

@jackielamp It is…especially when you think about shoes.

jasonkonopinski
4 years 11 months ago

@Nic_Cartwright Watch out for the guano.

rustyspeidel
rustyspeidel
4 years 11 months ago

Good stuff, G. Very good.

ginidietrich
ginidietrich
4 years 11 months ago

@rustyspeidel Um, you still owe us an answer on what kind of funny I am. @jennwhinnem and I are dying to know.

Nic_Cartwright
4 years 11 months ago

@ginidietrich OK – I will work this out…. If Batman is the King of Email, then the Batmobile must be …… like…… Macbook Pro??

The Joker must surely be played by Twitter.

Cue head explosion…. If you want to make an Online Omelette – you have to break some eggs….

Collectual
4 years 11 months ago

Great review of some interesting tools and what I like is that you don’t try and push a particular solution. In most cases, it takes a variety of different approaches to reach an end goal.

ginidietrich
ginidietrich
4 years 11 months ago

@Nic_Cartwright I love omelettes.

ginidietrich
ginidietrich
4 years 11 months ago

@Nic_Cartwright I love omelettes.

ginidietrich
ginidietrich
4 years 11 months ago

@Collectual That’s what I’ve found – using a combination of tools usually gets you the data you need to make an informed decision.

AmyMccTobin
4 years 11 months ago

Another great cut-&-paste-into-Word post Gini. Bravo.

AmyMccTobin
4 years 11 months ago

Another great cut-&-paste-into-Word post Gini. Bravo.

ginidietrich
ginidietrich
4 years 11 months ago

@AmyMccTobin LOL!!

KDillabough
4 years 11 months ago

@Nic_Cartwright I will be joining you

KDillabough
4 years 11 months ago

Are Flipflops the same as thongs? Just askin’…

KDillabough
4 years 11 months ago

Are Flipflops the same as thongs? Just askin’…

Nic_Cartwright
4 years 11 months ago

@ginidietrich show me someone who doesn’t like omelettes and I will show you a chicken!

Nic_Cartwright
4 years 11 months ago

@KDillabough does that mean you are Robin>????

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