I just discovered a company called Rapleaf that can tell you how involved your customers are in social media like social networks, photo, and video sharing.
You send them your email database and their software searches the web for user profiles established using those email addresses. The resulting report tells you how many of your customers are involved in social media and to what extent. By comparing email addresses to member profiles, they can also provide demographic information like sex and age.
Rapleaf sent me a sample report based on 10,000 email addresses and found...
- 8510 of them were active
- 24, 129 profiles associated with those addresses (about three profiles per address)
- Which addresses were most socially active - 338 addresses had seven or more profiles
- Which social network sites were most popular. Surprisingly Amazon was #1, followed by MySpace and Wal-Mart
- The number of "friends" associated with each address - 618 people had 50+ friends
- Widget usage among list members - 211 displayed at least one on their web real estate while 57 displayed three or more
Rapleaf helps you see and understand the promotional potential of the customers on your list. Rather than segmenting your list according to how much each person buys (purchase potential), you could select them based on the number of social networks they participated in, or widgets they displayed, or the number of friends they had in their networks (promotional potential). It's a way of identifying influentials that can help you leverage your most active customer evangelists.
Spread the fire. GS
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