An overview of the Lifestyle and Craft Audience in PiQ. 42k tweeters talking about homemade fashion, crafts, small businesses and DIY lifestyle.

1. PiQ Audience Report: Lifestyle / Craft
Audience of 42k Tweeters
Data from: 9th November– 8th December 2014

2. About PiQ
PiQ is a simple way to action customer audiences in real-time
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CRM
Customer
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PiQ is built on
four foundations:
1. Target audiences not keywords
to track customers 24x7
2. Realtime trend detection with audiences
without prior knowledge required
3. Identify influencers within
relevant audiences
4. Deep content analytics
at users fingertips
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Research
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3. UK Mums Audience Overview
The Lifestyle / Crafts audience consists of around 42k active tweeters talking about
homemade/DIY fashion, lifestyle and crafts on Twitter.
PiQ Audiences are built by finding followers of key accounts, people who talk about
specific topics and users within a broader network of influence.
Followers of
key
accounts
People who
talk about
specific
topics
Users closely
connected to the
network

4. UK Mums Audience Top Hashtags
Hashtag Cloud
WHAT this is
Shows the top hashtags used by
audience
Size of word shows volume
Saturation of word shows
relevance (how specific is this
topic to the audience?)
HOW to use it
Identify key topics, events and TV
shows which audience discusses
Plan content strategy around the
things you know will be popular
among your audience
MORE
Create timely content with daily
and hourly reports on what’s
trending in an audience.
Real-time analytics tracks popular
tweets, images and videos as well
as hashtags
This audience is naturally very excited about
Christmas. They talk a lot in organised Twitter chats
and use hashtags to share pictures of their work.

5. Lifestyle / Craft – Top Human Influencers!
WHAT this is
Shows the top Human influencers
within the community
They are ordered by their degree of
influence over other people in the
audience (CPI)
HOW to use it
You can use this to identify key
influencers in your target audience
and engage with them
MORE
This audience’s top influencers do
not all have huge followings.
Because it’s such a tight-knit (no
pun intended!) community,
interesting and engaging tweeters
can have a big impact despite not
being famous faces.
CPI
PI
Fllwrs
Bio
Tilly & The Buttons
@TillyButtons
91
62
15k
I create gorgeous step-by-step
guides to sewing your own clothes.
Check out my sewing patterns,
book (Love at First Stitch),
workshops + blog...
Brit Morin
@Brit
90
73
37k
Founder and CEO of Brit + Co.
Maker, tech geek, design nerd, wife
and new mom. Believes in color,
not black and white. Favorite
mantra: Live what you love.
Rebecca Minkoff
@RebeccaMinkoff
90
83
214k
Designer
rebeccaminkoff.com
Ruth Garcia-
Alcantud
@RockAndPurl
90
54
3K
Knitwear Designer, Technical Editor,
Teacher, Podcaster, Yarn Hoarder,
Needle Collector, Red Pen Wielder.
Never met a chocolate I didn't like.
Karie Westermann
@KarieBookish
89
49
2K
Ms Karie Bookish, if you please.
Knitwear designer, tutor, translator
& technical editor. Rather fond of
books too.

6. Lifestyle / Craft- Top Non-human Influencers!
WHAT this is
Shows the top Corporate/
Organisation influencers over the
community.
HOW to use it
You can use this to inform your
advocacy or content strategy and
understand who is making the
biggest impact among your target
audience
MORE
The dashboard edition of PiQ
allows you to filter out human/non-human
and search for users by
location, gender or influence
CPI
PI
Fllwrs
Bio
Etsy
@Etsy
98
92
2.42M
The marketplace we make
together. Tweets by http://
davidleonmorgan.etsy.com .
Have a question? Tweet
@EtsyHelp
Folksy
@Folksy
95
69
37K
Modern British Craft (If you
have a support query please
go to https://
folksy.uservoice.com/ )
Not on the High
Street
@notonthehighst
94
72
67K
For a life less ordinary
Bloglovin
@Bloglovin
93
78
49K
Bloglovin helps you keep track
of the blogs you read by letting
you know when they update.
HandmadeHour
@HandmadeHour
93
72
19K
#HandmadeHour the place to
network and showcase your
talent, Wednesdays from
19:30-21:30. Bringing
#handmade, #craft,
#customers and #support
services together

7. Want more?!
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Real-time
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in real-time
• See daily snapshots of audience
affinity and content behaviour
• Benchmark against your competitors
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