Taking Your Station's Database To The Next Level

Most of us understand the basics of segmentation in our audience and of our station databases -- that is, breaking down our database into small subsets with similar demographic or psychographic characteristics.

But how do we break it down further and find those influential listeners who spread the word about what the station is doing? They're our word-of-mouth marketers or "Buzz Agents." This subset is most likely only around 10% of the general population. They're the people who influence others and can really help champion your brand. But you must make sure you are not alienating this group, or they could turn against you with disastrous results.

So how do we find these listeners who will spread the word about new promotions, contests, exclusive offers, etc.? We find out more about them before they are in the database by making far more of our free online content available only to those who provide us a little information about who they are and what they do.

We already know a lot about our listeners' entertainment and purchasing habits via the quantitative information we get from Qualitap, Media Audit, etc. We now need to know if they display the characteristics necessary to be a social influencer with their peers.

What do we need to know about our new recruits? How do we find influentials?

We need to find people who have done at least three of these activities in the past year:

• Attended a public meeting on town or school affairs.
• Wrote or called a politician.
• Served on a committee of a local organization -- for students this could be on campus.
• Served as an officer of a club or organization -- could be community, high school or college.
• Attended rally, speech or protest.
• Wrote a letter to the editor or called a live broadcast.
• Was an active member of a group to influence policy or government.
• Delivered a speech.
• Worked for a political party.
• Wrote an article for a magazine or newspaper, online blog, newsletter, etc.
• Held or ran for political office (could be as simple as a condo association board).

These activities were developed in the 1940s and are still a part of Roper Reports that have been ongoing since 1973.

Add these questions to your loyal listener or database sign-up page. Start leaking information on contests and special events to this group before you send the information to the general market, and I think you will see a greater buzz of your brand in the marketplace. But remember, these communications must be relevant. Don't abuse the relationship. Make these members a vital part of your research and opinion team.