Who’s Signing Up? Influencers = Time To Engage

By Dan Martell on Dec 9, 2009

If you get 50+ sign-ups per day for your web app, it’s impossible to manually review each one in order to figure out who’s who.

If you have an influencer, for example Robert Scoble or Guy Kawasaki signing up for your app, wouldn’t you want to know? I know I would.

In sales, they call this “lead scoring”, it’s the process of assigning a weight to each lead based on specific characteristic of the lead; company size, time to purchase, pages they visited on your site, etc.

The problem is how can I do this at scale, for web apps? And that’s where Flowtown comes in.

Theoretically, you could wire up your reg flow to pass email addresses into Flowtown and then pass any Twitter accounts we find through an influencer API like Klout.

If we used Guy Kawasaki as an example, here’s how it would look.

Step 1) Flowtown Social Discovery: Who are you and what online accounts do you have?

Guy Kawasaki

[email removed for privacy]
Age: 55
Gender: Male
Location: San Francisco, CA, US

Occupation Information

Advisor, Doba
CEO, Nononina
Chief Evangelist, Apple Computer, Inc.
Co-founder, Alltop
University of California, Los Angeles,
Co-founder, Nononina
Stanford University,
University of California, Davis – School of Law,
Managing Director, Garage Technology Ventures

Membership Information

facebook.com
friendster.com | Profile: http://profiles.friendster.com/48337304
hi5.com | Profile: http://hi5.com/friend/p163820742–Guy_Kawasaki–html
linkedin.com | Profile: http://www.linkedin.com/in/guykawasaki
linkedin.com | Profile: http://www.linkedin.com/pub/9/a03/256
myspace.com | Profile: http://www.myspace.com/guykawasaki
twitter.com | Profile: http://twitter.com/GuyKawasaki
twitter.com | Profile: http://twitter.com/truemors
twitter.com | Profile: http://twitter.com/truemorista
amazon.com/gp/registry/wishlist
pandora.com | Profile: http://www.pandora.com/people/guy0803
photobucket.com | Profile: http://s169.photobucket.com/albums/u226/Truemors/

Step 2) Influence: How influential are you on Twitter? via. Klout

GuyKawasaki, 84

Step 3) Engage

Then I can set it so if anyone registers for my app and has a Klout score over 70, Flowtown emails me the social discovery results so I can follow up with them and engage more intimately.

Follow on Twitter via our Brand Account
Email follow up w/ specific “How To” relevant to their position or interest.

We think this is pretty powerful.

Do you have any other ideas on how you could use the social data we find?

sherrett

If your business is driven by people that have large public footprints, then this seems like good sense and the assumptions built into the workflow work.

But if your business isn't driven by people with large public footprints, or the influencers of your customers aren't definable by reach or public data, then I think the assumptions are distracting to your real goals of acquiring prospects and converting them to customers.

Perhaps some kind of tuning of the workflow for different industries?

ethan

This is great feedback. Totally agree.

However even if you customers don't have a large public footprint, you could use different thresholds other then influence to trigger the notifications. Or just turn it off completely and use this to get a rich profile of each lead/opt-in/registered use, which you can then use to go find them and interact somehwhere in the social web.

It's things like this that are going to be the difference between good and great businesses for the next decade, small to big.

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vnaylon says:

This is cool. But I have to wonder...what would Co...

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