Lead Gen Technique: Target by Activity

Lead Gen Technique: Target by Activity:from Business 2 Community by Michael Osofsky
This is one technique among a series I’m covering on conversation mining for lead generation.
For this next technique consider what activities your products are associated with. Then set up a topic about that activity and build a dashboard which reveals people who enjoy doing that activity.
In the example below we’re looking at influential Coloradans who love skiing. Note that we’re looking over the past year. It’s not necessary to target recent posts because a skier who posted in the last year about loving skiing probably still loves skiing right now. So they would be suitable to contact about products and services for the coming ski season.

Thinking about your own business, what activities pertain to your products or services? Does your product help conduct a particular activity such as in our skiing example? Or can you think of any activities someone would be doing if they are going to need your product? For instance if someone says they are searching for a place to eat then you know they are hungry and could use restaurant recommendations or perhaps related services such as a taxi. To find these people, you could set up a topic on the activity of “searching for restaurants”.
How important is it for posts to be recent to qualify as a lead for you? In our skiing example it could be anyone in the last year who says they love skiing. If your product is a consumable item that will need replenishing then set your date range to the last year rather than just the past day.
Think about other ways to slice and dice the data to be relevant. Many sales organizations are split by geography and so you’d want to add a map to your dashboard to help segment the leads by state or country.
To discuss how this or any of the other social lead gen techniques from the series could work for your specific case, please contact NetBase (info@netbase.com) for help assessing your requirements.