Analyze, Influence and Engage Your Customer - v1.7
By: Colter Bowman
Analysis ofYour CustomerThrough Research
InfluencingYour Customer’s Decision Process
EngagingYour Customer Head On
Don’t think about the social web as a set of features to add
on to your existing site.The social web is not about adding
a “like” button or a “share” button to your web pages.
The social web is about people.
it’s important to design your business around those people.
22% of companies surveyed have a strategy that ties data collection
and analysis back to business objectives, which is down from 25% last
year. (Econsultancy Online Measurement & Strategy Report, June 2011).
28% of 1500 companies surveyed struggle to tie analytics back to their
campaign strategy, and only 30% are reporting regularly to
management! (“How Engaged isYour Brand”, 2011, Alterian).
81% of survey respondents do not measure the ROI of their web
analytics efforts, which is one of the easiest ways to link efforts to
outcomes. (BtoB Magazine, “Web Analytics: Practices andTrends from
the Field, 2011.”
Who is your target audience?
Where is your audience located?
What do they think about your brand?
What would you like your audience to think
about your brand?
How will you attract them to your products or
Who else is competing for their loyalty and
devotion? Or, How much do you know about
Are you targeting business or consumer sectors?
Type Name URL Cost
A/B SplitTesting VisualWebsite Optimizer VisualWebsiteOptimizer.com Free/$
CallTracking Call Bright/Source Callbright.com/CallSource.com Per Call
Call Monitoring Twilio/Plivo Twilio.com/Plivo.com Per Call
Customer Journey Google Analytics Google.com/analytics Free
Customer Prediction SocioCast SocioCast.com $39+
Ecommerce Intelligence KISSmetrics KissMetrics.com $150+
Heatmap Reporting Crazy Egg CrazyEgg.com Free/$
InsightAnalysis GoogleTrends/Correlate Google.com/trends/correlate Free
Survey Intelligence Question Pro QuestionPro.com Free/$
SocialTracking SalesForce (Radian6) Salesforce.com/Socialmarketing $500+
Social Sentiment Trackur Trackur.com $27+
Visitor Interaction ClickTale ClickTale.com Free/$
Track the number of data sources and volume
Viewing relevant conversations (to gain a clear sense of
who is talking about the brand by age, gender, geography,
psychographic and behavior attributes)
Determining the number of brand advocates and
influencers and analyze what they are saying
Determining satisfaction and brand advocacy scores like
the Net Promoter Score (NPS)*
*NPS is based on the fundamental perspective that every company's
customers can be divided into three categories: Promoters, Passives, and
Detractors based on one simple question — How likely is it that you would
recommend [Company X] to a friend or colleague?These groups can be
grouped to get a clear measure of a company's performance through its
customers' eyes. Developed by Satmetrix, Bain & Company and Fred
Influence -The ability to affect outcomes based on
personal characteristics and expertise. Influence is
part of nearly every communication.
It is a process and not an event
It Is Contextual
It Is Often a Process RatherThan an Event
It Is Cultural
It Usually Requires a Mix ofTechniques
Influence Attempts May Fail for Many Legitimate Reasons
The More PowerYou Have, the More InfluentialYouWill Be
Ethical – the person being influenced (influencee) has
consented to being influenced
Ethical Influence Is Consensual and Often Bilateral
Unethical – when influence attempts are manipulative
Unethical Influence May Succeed, but Always at a Cost
Authoritative – a group of people allow a leader of the
group to organize efforts, make decisions, etc.
Connected – the strongest type of influence because
the person doesn’t know they are being influenced.This
influence is not forceful.
InfluenceOutcomes do not include a simple
yes or no outcome.There is a range of
possible outcomes for every influence
Explaining or telling (rational approach)
Explain what they want or why they want it. Logical
Finding Common Ground (social approach)
Establish a similarity with the person. Find a common
Finding Inspiration (emotional approaches)
Appeal to the heart of the person. Energize them
Ask yourself, “Why would this person say yes or
no”? Practice Empathy
1. Ecairn - a paid tool that will find communities for you based on keyword searches,
ranking them as influencers, and organizing communities based on your objectives. It
can map conversations and show your progress as you engage. Well worth reviewing.
2. Fliptop – an amazing new dashboard that accepts email lists or social identifiers (i.e. a
twitter handle) and provides you with each person’s social profile.The system returns
Names, Age Range, Gender, Location, Employer,Occupation, Influence Score, and all
the Key Networks that person is on. It now finds 25-50% of people searched. Results
can also be integrated into other dashboards via an API.
3. RowFeeder – a great search system that will track keywords, hash-tags or usernames
fromTwitter or Facebook and dump all the statistics into Excel.
4. Traackr – will identify influencers for you based on keyword searches, and more
importantly, by industry type. It provides reach, resonance and relevance by topic, and
has gained a lot of respect among sophisticated social media analysts.
5. www.wefollow.com andTwitter hashtags will provide you with great lists of potential
influencers to add to your graph for free.
The act of sharing in the activities of a group
Participation, involvement, involution
Customer Engagement refers to the engagement
of customers with one another, with a company or
a brand.The initiative for engagement can be
either consumer- or company-led and/or the
medium of engagement can be on or offline.
Interacting with your target market doesn’t stop at
asking questions. Engage with your prospects in other
Read customers blogs and comment on them.
Give them a call.
Set up an appointment to go talk to them.
Interact with them via other social media tools.
Get involved with industry forums or networks.
Make yourself known to them.You never know when a
simple conversation will lead to a long-lasting, mutually
beneficial working relationship.
Send a happy birthday message or congratulate them on a
Type Name URL Cost
Customer Profiling Track Social TrackSocial.com $500+
Customer Engagement CrowdBooster CrowdBooster.com $9+
Email Marketing ExactTarget ExactTarget.com $200
Proactive Social Marketing MarketMeSuite MarketingMeSuite.com Free/$
Social Intelligence Bottlenose BottleNose.com Free
Social Media Management Sendible (HootSuite) Sendible.com $9+
Social Media Marketing Argyle Socal ArgyleSocial.com $200+
SocialApp Promotion WooBox (WildFireApp) WooBox.com Free/$
Clarity –What single idea should someone
remember about your brand?
Consistency – Brand consistency and
Continuity – Build a connection between your
online efforts as well as your offline
campaigns. Ex. CTA, Sales Materials
Creativity - Stepping out of the box doesn’t
always mean reinventing the wheel
Analysis,Tracking, Influence and
Engagement increase a companies
overall retention rate while lowering
the total acquisition cost per customer!
Comments or Questions?