A social media score or analytics metrics will remain just fancy numbers until the marketer can utilize them for making decisions on your campaign and other actions. Internet startup Percollate can change the way marketers handle data from Twitter users that are relevant to their marketing campaign.
Described as a social media monitoring tool and meta-search for social scores, marketers using Percollate can find influential Twitter users by Tweeting about certain topics and filtering this audience with Twitter’s own data or metrics provided by such tools as Klout, Peer Index, or Kred. The chosen Twitter users can be used to start a marketing campaign. Percollate claims that it can accomplish this in just minutes, offering a greater ROI and less effort for marketers.
Marketers interested in Percollate can sign-up for a free two-week account and connect it to their Twitter accounts. Then they can start searching for influential Twitter users or go straight searching for a topic. They can target users by geographic location, which is every useful, or see separately data from Percollate and Klout and other similar tools.
For example, a marketer can start searching for people talking about pizza, then set 2 miles of anywhere as a geographic location, and add data from Kred. Percollate displays a hundred or more Twitter users fitting his search criteria, and he can zoom in each user’s personal details.
Percollate has user-friendly sliders, which the marketer can use to guide Percollate into sorting and filtering the data. He can exclude a user with a low social monitoring tool score and number of total Tweets or average number of them daily or sort the users further by topic, geographic location, and other criteria. Flicking the slider will also enable the marketer to search the most influential users or directly check the user’s profile.
Percollate is dependent on the search variables set by marketers, so they should avoid setting search terms that are vague or overlap in meaning and very specific that they yield a few results. They should also perform multiple searches and adjust their filters as they progress in their searches to get good results and use the tool’s CSV export feature to export and combine the data from multiple searches. Lastly, they should expect some challenges in using the tool, as it is still new.
