By Andrew Davis published August 13, 2010

How to Identify Where Your Audience is Participating Online

In my first post at Content Marketing Institute, I spent a couple minutes introducing you to two tools that are designed to help you better understand your web-browsing audience. Today, I’ll help you identify where they are hanging out online.

“I don’t think our customers are on Facebook…”

As a marketer, you’ve probably heard (or wondered) the same thing. So, how do you respond when your CEO says, “I’m not on Facebook, and I don’t think our customers are on Facebook.”? I’ve found a tool that will either prove your CEO right or bolster your argument for participation on a wide variety of social media channels.

If you have an email distribution list, Flowtown is a wonderful tool designed to help you uncover where your audience participates. This kind of insight from Flowtown isn’t free, but it is compelling and valuable data.

Before you sign-up and spend money on Flowtown, here’s a quick two minute video to show you the kind of data you can glean from just an e-mail address.

5 ways to use Flowtown data

With the data downloaded from Flowtown you can build a better understanding of what social channels your audience participates on. But that’s not all. If you’re running a customer service organization, you can thank your customers individually on Twitter or comment on their Flickr photo stream.

Here are a few more ways you can incorporate Flowtown data into your social media and content marketing strategy:

1. Use the aggregate data to build a diversified social media and content distribution portfolio.

2. Build a psychographic profile of your entire customer base given a clear understanding of where and how they participate (or revise your existing buyer personae to include the Flowtown statistics).

3. Uncover new social media channels where participating will engage your audience in a new and inventive way.

4. Query the same list of email addresses each quarter, and track the migration and evolution of your audience to new or emerging channels.

5. Maximize and justify the time and energy you spend on specific social channels promoting your content and products by providing your management team with real stats.

Let me know what you think of Flowtown and how you might use it in your organization.

Author: Andrew Davis

Andrew Davis’ 20-year career has taken him from local television to "The Today Show". He's worked for The Muppets in New York and marketed for tiny start-ups as well as Fortune 500 brands. In 2001, Andrew Davis co-founded Tippingpoint Labs, where he changed the way publishers think and how brands market their products. For more than a decade, as Tippingpoint’s chief strategy officer, Andrew rallied his team to change the way content creators think, authentic talent is nurtured, and companies market their products. Today, he’s traveling the globe sharing his insight, experience, stories, and optimistic ideals through his wildly fascinating speaking engagements, guest lectures and workshops. His most recent book, "Brandscaping: Unleashing the Power of Partnerships" hit shelves in September, 2012. Andrew is also an instructor for the Content Marketing Institute Online Training and Certification program. Follow Andrew on Twitter @TPLDrew.

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  • http://blog.junta42.com Joe Pulizzi

    Fantastic overview of Flowtown. I always learn something new from you Drew.

  • http://ethanbloch.com ethan

    Hi Drew,

    Thanks again for the love! We're gonna start publishing a ton of customer success stories and case studies which will give you even more ideas on how to use flowtown -> http://successstories.flowtown.com/

  • http://blog.tippingpointlabs.com/blog tpldrew

    Ethan,
    My pleasure. Thanks so much for access to your tool. Smart analytics like this make my job so much more interesting.
    Looking forward to more great success stories!
    Thanks,
    Drew

  • http://blog.tippingpointlabs.com/blog tpldrew

    Joe,
    Thanks so much for inviting me to participate here! I'm really enjoying it and I hope the videos are helping!
    – Drew

  • http://www.social-software-for-business.com Enterprise Social Software

    Have to say I'd never heard of Flowtown but this looks like it could be really useful. This is definitely going to be something I have to look into further.