16
56
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.

69 comments
MichTrem
MichTrem

Hi Gini, this is a very interesting blog, I always like to try and keep on top of the best tools to stay up to date with the target and this is very helpful. One line that I love in this blog is "Remember, this not the Field of Dreams. If you build it, they will not come." This is a healthy reminder to us all that we have to do a lot of work on our own to make sure we get the return we're looking for.

KDillabough
KDillabough

Are Flipflops the same as thongs? Just askin'...

AmyMccTobin
AmyMccTobin

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

Collectual
Collectual

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.

Nic_Cartwright
Nic_Cartwright

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

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

Al Smith
Al Smith

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

remonatrix
remonatrix

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.

ginidietrich
ginidietrich moderator

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

ginidietrich
ginidietrich moderator

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

Nic_Cartwright
Nic_Cartwright

@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....

Al Smith
Al Smith

@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.

Brankica
Brankica

@ginidietrich Oh I got more of those expressions, I am just waiting for the perfect time to shoot them out :P

ginidietrich
ginidietrich moderator

@Brankica And people are being called politically incorrect because they're saying it's Indian Summer. Let's not even start on Japanese (shoes).

bdorman264
bdorman264

@ginidietrich@Al Smith@KDillabough Proudly......for the record, I think I would be more comfortable streaking than wearing a speedo.........just sayin'...........my kids wouldn't even let me wear running shorts because they thought I'd embarrass them..........

KDillabough
KDillabough

@Nic_Cartwright Well aren't I as thick as a brick? Thanks Nic! (and a poet too, haha!) Cheers from Kaarina (or in our case, AKA Robin:)

Nic_Cartwright
Nic_Cartwright

@KDillabough@jasonkonopinski I just posted to your Twitter feed (not certain how I link it all to here!). ON review - it (the photo) was more about the Joker. As ever - Batman is lurking in the background..>!!!!!

Nic_Cartwright
Nic_Cartwright

@KDillabough@jasonkonopinski nice. Bizzarrely I have a picture of my dog Wolverine (with her cousin Dutch) dressed up as Batman and the Joker. Probably best (for my hard won professional image) if I keep those photos off line.....

Nic_Cartwright
Nic_Cartwright

@KDillabough@jasonkonopinski Wow (re 1984). I have a friend who competed in Rhythmic G for Austria - just spent 2 months in Australia having her teach me Yoga etc - strength!!!!

Just finding my feet blogging wise - but love the Sport business.... and there is always lots to write about!!!

See you back at the cave.

KDillabough
KDillabough

@Nic_Cartwright@jasonkonopinski Forgot to mention Nic ~ I'm a former Olympic level coach (1984 Olympics, gold medal in Rhythmic Gymnastics - I did TV colour commentary at those Games), so interested in checking out your blog

Trackbacks

  1. […] talked about listening to the online conversation. And we’ve talked about assessing where your customers and prospects are already participating […]

  2. […] can find the tools and tips for listening, assessing, and engaging here, here, […]

  3. […] Gini Dietrich is founder and CEO of Arment Dietrich. A version of this post originally ran on Spin Sucks. […]

  4. […] Finding out where your platform lives, breathes and desires to be is the next big step in developing it. Think of it like pulling out a map before going on a road trip. Sure, you could do without the map, and maybe you would eventually get to where you are going. However, with a map in hand, you can take the shortest route, or perhaps the most scenic, or the one with the most rest stops along the way. Whatever route you take to reach your ideal audience to grow them into a following, you need to know where to find them. […]

  5. […] can find the tools and tips for listening, assessing, and engaging here, here, […]

  6. […] talked about listening to the online conversation. And we’ve talked about assessing where your customers and prospects are already participating […]

  7. […] Four Tools to Assess Your Audience’s Online Usage (spinsucks.com) […]

  8. […] can find the tools and tips for listening, assessing, and engaging here, here, […]