Email, Social Media Strategy, Social Media Tools, Email Marketing Advice, Social Media Marketing

Integrating Email and Social Media with Flowtown

Aren’t social media and email more alike than they are different? Both seek to keep your brand top-of-mind with customers and prospects, communicating in a relevant, timely way that ideally is measurable and testable.

But the problem with email and social media is that too many people are positioning it as an either/or scenario. Several blog posts have foolishly been written about social media “killing” email. As my friend Jeff Rohrs from ExactTarget (client) says: “How can social media kill email, when you have to have an email address to belong to a social media site?”

And that’s the premise behind Flowtown, one of the most exciting new social media tools I’ve seen in months.

A Social Anthropologist, Hidden In Your Keyboard

Flowtown enables you to enter any email address, and the system instantly reports back where and how that address is connected on the social Web. Here’s the results for my friend and client Indra Gardiner from Bailey Gardiner in San Diego:

Indra Gardiner Bowers   Flowtown 1 Integrating Email and Social Media with Flowtown

Amazing, no?

Social Outposts Without the Mystery

I’m often asked by corporate clients where they should engage in social media. “Should we be on Twitter, or Facebook, or Linkedin, or YouTube, or some other places?”

Flowtown gives you the answer in seconds. Export your email subscriber or customer database to Flowtown, and you’ll know in minutes what percentage of your audience is on Facebook or some other social outpost.
Dashboard   Flowtown Integrating Email and Social Media with Flowtown

They also have a nice integration with Klout – the leading service to gauge Twitter influence – automatically including Klout scores for each person.

Isn’t that worth the 5 cents per contact that Flowtown charges?

But Wait, There’s More

Recognizing that knowing who your customers are, and being able to do something about it are entirely different, Flowtown also has a built-in email component. So, if you want to instantly send an email to only your customers that are on Facebook, inviting them to become fans of your brand there, you can do it in minutes using Flowtown’s existing integration with MailChimp.

The fee for up to 75,000 sent emails per month is just $99.97.

Tip of the Iceberg

Unlike enterprise-class social anthropology services like Rapleaf, Flowtown is incredibly easy-to-use, and is tuned for the do-it-yourself marketer. But, the current system is just the beginning.

“We want to be the mint.com of social marketing,” says Ethan Bloch, co-founder of the San Francisco based company. “We want to give SMB a complete tool to allow them to move the needle on the 20% of social media that matters.”

Features being considered for inclusion in new releases include CRM integration; deep analysis of customers’ social graph and content they’ve produced (keyword analysis of your Tweets, for example); and even semi-automated social media response mechanisms.

Not Perfect, But Useful

As with any data-harvesting service, Flowtown results aren’t bullet-proof. The more email addresses a person uses across the social Web, the less ideal the results. For example, Flowtown’s data on me isn’t particularly accurate, because I use several different email addresses.

But, the service goes a long way toward tying email and social media together in a coherent, actionable fashion, and is affordable for almost every company. I’m excited to see what these guys add next.

Thanks to my friend (and startup mentoring legend) Francine Hardaway for turning me on to Flowtown – she’s an advisor to the company.

If you take Flowtown for a spin (they have a free trial), will you please tell us all how it goes in the comments?

  • http://twitter.com/sharonmostyn/statuses/8910014088 sharonmostyn (Sharon Mostyn)

    Twitter Comment


    RT @ArnieK: RT @jaybaer: Integrating Email & Social Media with Flowtown [link to post] (my favorite new tool) <mentioned at #AZIMA

    Posted using Chat Catcher

  • http://twitter.com/clintonbon Clinton Bonner

    Nice! I was just an event in NYC on Sat. for Event and Association Profs who put on events. One of the big hurdles was finding what SM strategy might be best to pursue given their limited budget and internal bandwidth challenges.

    I see IMMEDIATE use for the association and event community world. Find out where your crowd mostly participates and concentrate all fire power on the nearest Star Destroyer … (well maybe not ALL firepower) … but clear use out of the gate for that vertical. Thanks Jay!

  • http://twitter.com/ktvan Katie Van Domelen

    This is great Jay! I always used Rapleaf but this seems so much nicer. Signing up for a free trial as soon as I get back from vacation next week. I'll let you know how it goes! P.S: great job at #azima last night. I loved the unicorn comment :)

    • http://ethanbloch.com ethan

      Cool! Would love your feedback once you singup -> ceo (at) flowtown.com

  • http://easisell.com/ Clement Yeung

    Thanks a lot for this review! I've just signed up for an account and perhaps I'll make my own after I've taken it for a test drive.

  • http://www.afmarcom.com/ Angelique

    Thanks for posting this! I am definitely going to try it.

  • http://twitter.com/sharonmostyn/statuses/8910014088 sharonmostyn (Sharon Mostyn)

    Twitter Comment






    RT @ArnieK: RT @jaybaer: Integrating Email & Social Media with Flowtown [link to post] (my favorite new tool) <mentioned at #AZIMA

    Posted using Chat Catcher

  • kahuna7

    Interesting and informative yet again, Jay. Thank you. Just set up a Flowtown account and am looking into utilizing KLOUT more often now as well.

  • nic_oliver

    Thanks for the heads up Jay – definitely going to give this a try.

  • http://ethanbloch.com ethan

    Totally. We've also found that event planners use Flowtown to can get a quick and accurate snapshot re: demographics for their sponsors.

  • http://ethanbloch.com ethan

    Hi Jay,

    Thank you for the review. So pumped! that you're pumped about Flowtown ;)

    As you alluded, got some really wicked add-ons / features coming out soon, so stay tuned!

    I should clarify that if you're sending email through MailChimp you don't have to lay out the $79.99 per month, just the one time fee of 5 cents per import contacted.

    Talk soon!

    Ethan

  • http://www.flint-group.com/ Josh Lysne

    Hey Jay, great post. I just gave Flowtown a spin. A tool like this is really great to help direct us in planning out tactics, thanks for brining it to our attention. I think it is important to note that this only takes you part of the way. You still need to know how you are going to use these platforms.

    Note to Flowtown if you are reading this: If you added another level of insight as to how people are using these platforms, that would be a real benefit. If we knew that our audience was not only using Facebook, but was regularly uploading photos for example, that would help direct strategy. To know how an audience is using a platform woudl allow us to know how to direct our clients to engage their audience. Just a thought.

  • http://ethanbloch.com ethan

    Hi Josh,

    Great feedback will share with the team.

    In addition to improving the richness of the data, the next thing we're spending a good deal of time and resources on is answering the 'then what' question that arises after you import a bunch of email addresses.

    Got a lot of exciting ideas and we're going to be testing each one to see how our users respond and what actually delivers the most value.

    Pls. keep the feedback coming and feel free to send it direct -> ceo (at) flowtown.com

    Cheers.

    Ethan

  • http://twitter.com/udeme udeme

    RE: The 'then what' question.. Flowtown could be a key component in “identity”. I'll email you some thots soon.

  • http://twitter.com/andreadeapachec/status/9028297671 Andrea Pacheco

    How can social media kill email: @netpartner | http://ow.ly/16FDr | #trends #tech #socialmedia (via @andreinfobase)

  • http://twitter.com/mikecorak/status/9057760829 MikeCorak

    Integrating Email and Social Media with Flowtown – http://bit.ly/boVUzq (my favorite new tool) (via @jaybaer)

  • http://twitter.com/cboudreaux/status/9085883625 Chris Boudreaux

    Load your email list to Flowtown, get your customers' social profiles (RapLeaf with a UI) http://ow.ly/17cms

  • http://twitter.com/simmsjenkins/statuses/9149290382 simmsjenkins (Simms Jenkins)

    Twitter Comment


    Reading “Integrating Email and Social Media with Flowtown’ by @jaybaer [link to post]

    Posted using Chat Catcher

  • http://twitter.com/kristenpiquette/status/9144311369 Kristen Piquette

    RT @jaybaer Email Social Media, truely a dynamic duo with the help of Flowtown: http://bit.ly/cWnfJ0

  • http://twitter.com/simmsjenkins/statuses/9149290382 simmsjenkins (Simms Jenkins)

    Twitter Comment






    Reading “Integrating Email and Social Media with Flowtown' by @jaybaer [link to post]

    Posted using Chat Catcher

  • http://twitter.com/simmsjenkins/status/9149290382 Simms Jenkins

    Reading "Integrating Email and Social Media with Flowtown' by @jaybaer http://bit.ly/cGdojn

  • http://twitter.com/gilbertdirect/status/9149322184 Jim Gilbert

    RT @simmsjenkins: Reading "Integrating Email and Social Media with Flowtown' by @jaybaer http://bit.ly/cGdojn

  • http://twitter.com/dscuds/status/9152991144 Dan Scudder

    RT @cboudreaux: Load your email list to Flowtown, get your customers' social profiles (RapLeaf with a UI) http://ow.ly/17cms

  • http://twitter.com/bgeyser/status/9154914894 Brian Geyser, APRN
  • http://twitter.com/laetitabosma/status/9182782860 Laetitia

    #Flowtown–> meet your #clients on the net with one click. RT @tweetmeme http://bit.ly/aEADPQ

  • http://twitter.com/leejohnsonseo/status/9195656561 Lee Johnson 【ツ】

    Integrating Email and Social Media with Flowtown – http://bit.ly/dqn28v #contentmarketing

  • http://www.wtflungcancer.com/ Jennifer Windrum

    Thank you, thank you, thank you. There are so many new tools, etc. to sift through, try out, etc. I have been looking for a list from someone “in the know” about all the tools they use and why!!!

  • http://www.jasonfpeck.com JasonPeck

    Hmm- privacy concerns here. I don't know how I feel about this one. Seems to me the better bet would be to get people to tell you if they are Facebook/Twitter users and if they want to hear from you there, rather than using a tool like this to essentially spy on people to see where they're active and then message them.

    I see how marketers would like this, but not sure all customers would appreciate being targeted like this.

  • http://twitter.com/mike_stelzner/status/9234662135 Michael A. Stelzner

    Here's a cool tool to integrate Email and Social Media (Have you heard of Flowtown?) http://bit.ly/9QGHuC

  • http://twitter.com/hisearthgirl/status/9235134976 Terra Leavens

    RT @Mike_Stelzner: Here's a cool tool to integrate Email and Social Media (Have you heard of Flowtown?) http://bit.ly/9QGHuC

  • http://twitter.com/crystalclearbuz/status/9236445444 Crystal Thies

    This is cool! Integrating Email and Social Media with Flowtown – http://bit.ly/9pMH4r (via @jaybaer)

  • http://twitter.com/pisarose/status/9236540622 Shelly Lucas

    Export your customer database to #Flowtown to see how many are on Facebook or other social media outlets: http://bit.ly/ajVjYL

  • http://twitter.com/jaimealmond/status/9236950263 Jaime Almond

    Integrating Social Media and Email to find out who on your list is using it – http://bit.ly/9TZR7D

  • http://twitter.com/jenniferwindrum/status/9237015966 jenniferwindrum

    Integrating Email and Social Media with Flowtown http://ow.ly/15Tj8

  • http://twitter.com/real_estateinfo/status/9237917099 Farrell Macdonald

    RT @jaimealmond: Integrating Social Media and Email to find out who on your list is using it – http://bit.ly/9TZR7D

  • http://twitter.com/kvcanipelli/status/9238741396 Katherine Canipelli

    RT @Mike_Stelzner: Here's a cool tool to integrate Email and Social Media (Have you heard of Flowtown?) http://bit.ly/9QGHuC

  • http://twitter.com/grieben/status/9240166679 Michael Griebenow

    RT @jenniferwindrum: Integrating Email and Social Media with Flowtown http://ow.ly/15Tj8

  • http://twitter.com/supplychainqa/status/9247183582 Michael Sims

    RT @kvcanipelli: RT @Mike_Stelzner: hre's a cool tool 2 integrate Email & Social Media (Have U hrd of Flowtown?) http://bit.ly/9QGHuC

  • http://twitter.com/ryanthehawaiian/status/9248960329 Ryan Kalalau

    RT @Mike_Stelzner: Very Cool Mike-Here's a cool tool to integrate Email and Social Media (Have you heard of Flowtown?) http://bit.ly/9QGHuC

  • http://twitter.com/ryanthehawaiian/status/9248960329 Ryan Kalalau

    RT @Mike_Stelzner: Very Cool Mike-Here's a cool tool to integrate Email and Social Media (Have you heard of Flowtown?) http://bit.ly/9QGHuC

  • http://twitter.com/samcece/status/9253441171 Sam Cece

    Exactly. "How can social media kill email, when you have to have an email address to belong to a social media site?” http://bit.ly/aXVdPx

  • http://twitter.com/hweytens/status/9257359703 Hervé Weytens

    Integrating Email and Social Media with Flowtown http://ow.ly/15Tj8 #socialmedia #email

  • http://twitter.com/chuckdpuck/status/9261840280 Chuck Forrest

    Integrating Email and Social Media with Flowtown http://ow.ly/15Tj8

  • http://twitter.com/nelsonwee/status/9265305174 Nelson Wee

    Cool Tool to integrate Email and Social Media (Have you heard of Flowtown?) http://bit.ly/9QGHuC @Mike_Stelzner (audience targeting)

  • http://www.schoolsearch.in/ nishant

    great …

  • http://twitter.com/partyofknow/status/9289905957 Jerry Bader

    Integrating Email and Social Media with Flowtown | Email Marketing Advice | Social Media Consulting – Convince & Co… http://ow.ly/16BNPi

  • http://twitter.com/e1evation/status/9289906306 Todd Lohenry

    Integrating Email and Social Media with Flowtown | Email Marketing Advice | Social Media Consulting – Convince & Co… http://ow.ly/16BNPh

  • http://twitter.com/rightsideofwi/status/9289906333 Todd Lohenry

    Integrating Email and Social Media with Flowtown | Email Marketing Advice | Social Media Consulting – Convince & Co… http://ow.ly/16BNPg

  • http://twitter.com/sandivina/status/9292463276 sandivina

    Integrating Email and Social Media with Flowtown – http://bit.ly/boVUzq (via @jaybaer)

  • http://twitter.com/sandivina/status/9292479567 sandivina

    Integrating Email and Social Media with Flowtown – http://bit.ly/boVUzq (via @jaybaer) http://ff.im/-g9HPc

  • http://twitter.com/devseo/status/9517036919 Alex Hall

    http://bit.ly/dqn28v – Integrating Email and Social Media with Flowtown

  • http://twitter.com/pablodimeglio/status/9581468173 Pablo Di Meglio

    Integrating Email and Social Media with Flowtown http://tinyurl.com/yfsmet8

  • http://twitter.com/blogtroll/status/9695217678 La Cueva del Troll

    @calvarez1976 pobre? si ya me trae de encargo as como la ves de inocente. Tiene sangre de troll. http://ow.ly/16FDrhttp://ow.ly/16FENa

  • http://twitter.com/_senf_/status/9967335380 Jan-Hendrik Senf

    Flowtown: Tool, um die Social Media Profile einer Person anhand deren E-Mailadresse festzustellen http://ow.ly/1dTW3 #marketing #zielgruppe

  • http://twitter.com/kelleyob/status/10035031005 Kelley O’Brien

    RT @jaybaer: Integrating Email and Social Media with Flowtown http://ow.ly/15Tj8

  • http://twitter.com/weberika/status/11247278737 Erika L Walker Rich

    RT @jaybaer: Integrating Email and Social Media with Flowtown http://ow.ly/15Tj8

  • http://twitter.com/edugiansante/status/11247461607 Edu Giansante

    RT @WebErika: RT @jaybaer: Integrating Email and Social Media with Flowtown http://ow.ly/15Tj8

  • http://twitter.com/socialmedia247/status/11248651851 socialmedia247

    RT @jaybaer: Integrating Email and Social Media with Flowtown http://ow.ly/15Tj8: RT @jaybaer: Integra… http://bit.ly/bBP0DG #socialmedia

  • http://twitter.com/sandraproulx/status/13144141511 Sandra Proulx

    Just stumbled on Flowtown – anybody giving it a shot? http://bit.ly/bVJ0vg

  • http://twitter.com/jer979/status/13272279265 Jeremy

    Integrating social plus email. http://instapaper.com/zLu4uayj

  • http://twitter.com/jer979/status/13272279265 Jeremy

    Integrating social plus email. http://instapaper.com/zLu4uayj

  • http://twitter.com/jer979/status/13272279265 Jeremy

    Integrating social plus email. http://instapaper.com/zLu4uayj

  • http://twitter.com/jer979/status/13272279265 Jeremy

    Integrating social plus email. http://instapaper.com/zLu4uayj

  • http://twitter.com/jer979/status/13272279265 Jeremy

    Integrating social plus email. http://instapaper.com/zLu4uayj

  • http://twitter.com/schneiderb/status/13273708974 Brendan J Schneider

    RT @jer979: Integrating social plus email. http://instapaper.com/zLu4uayj

  • http://twitter.com/davidbrossmer/status/13315954421 davidbrossmer

    Social Outposts Without the Mystery – do you know where to find your fans = Flowtown >>> http://bit.ly/ajVjYL

  • http://twitter.com/marismith/status/13983882002 Mari Smith

    .@jaybaer haha – scratch that, I see Flowtown in #1!! I thought it was just about Rapleaf. Now reading your review: http://bit.ly/cIWrAT

  • http://twitter.com/alexasamuels/status/14038890817 Alexa Samuels

    Integrating Email and Social Media with Flowtown http://ow.ly/162RC via @jaybaer

  • http://twitter.com/vor_sprung/status/14090000155 Sven Tomschin

    I think that could be an interesting tool to track customers. What do you think? http://bit.ly/d5ux85

  • http://twitter.com/vor_sprung/status/14090000155 Sven Tomschin

    I think that could be an interesting tool to track customers. What do you think? http://bit.ly/d5ux85

  • http://twitter.com/vor_sprung/status/14090000155 Sven Tomschin

    I think that could be an interesting tool to track customers. What do you think? http://bit.ly/d5ux85

  • http://twitter.com/vor_sprung/status/14090000155 Sven Tomschin

    I think that could be an interesting tool to track customers. What do you think? http://bit.ly/d5ux85

  • http://twitter.com/vor_sprung/status/14090000155 Sven Tomschin

    I think that could be an interesting tool to track customers. What do you think? http://bit.ly/d5ux85

  • http://twitter.com/socialmediaxprt/status/14090219449 Jimmy Bean

    RT @vor_sprung: I think that could be an interesting tool to track customers. What do you think? http://bit.ly/d5ux85 http://bit.ly/9NEM7O

  • http://twitter.com/ashlyn4se17/status/15245014040 Ashlyn

    http://tinyurl.com/yfsmet8 Integrating Email and Social Media with Flowtown

  • http://twitter.com/annejd/status/16238931674 Annie Douglass

    RT @jaybaer: Integrating Email and Social Media with Flowtown http://ow.ly/15Tj8

  • http://twitter.com/waxgirl333/status/16246510334 waxgirl333

    want to find out where your customers are hanging out in social media? great post on flowtown (via @jaybaer) http://bit.ly/ajVjYL

  • http://twitter.com/anshumanfotedar/status/16599308441 Anshuman Fotedar

    Want to find out where your customers are hanging out in social media? Great post on FlowTown (via @jaybaer) http://bit.ly/ctV1BG

  • http://twitter.com/anshumanfotedar/status/16599443303 Anshuman Fotedar

    Want to find out where your customers are hanging out in social media? Great post on Flowtown via @jaybaer http://bit.ly/ctV1BG @Foodiebay

  • http://twitter.com/writelaura/status/17778647033 writelaura

    RT @jaybaer: Integrating Email and Social Media with Flowtown http://ow.ly/15Tj8

  • http://twitter.com/writelaura/status/17778647033 writelaura

    RT @jaybaer: Integrating Email and Social Media with Flowtown http://ow.ly/15Tj8

  • http://twitter.com/jodiaceva/status/18395541339 Jodi Gibson

    Discovered this excellent tool. Flowtown. Find where your clients/contacts are in the social media realm. Other gr8 uses http://ow.ly/2aw08

  • http://twitter.com/jodiaceva/status/18395541339 Jodi Gibson

    Discovered this excellent tool. Flowtown. Find where your clients/contacts are in the social media realm. Other gr8 uses http://ow.ly/2aw08

  • http://twitter.com/belizewebsite/status/19071260713 Richard A Beane III

    Review of the site Flowtown that can give you information about how your customers use social media. http://icio.us/yf0d2u

  • http://twitter.com/apldwebanalytix/status/19655798590 Dan Croxen John

    RT @jaybaer: Integrating Email and Social Media with Flowtown http://bit.ly/9pMH4r

  • Mick Ohea

    Not so impressed. Signed up for a free account, imported 3 mail addresses of which at least 2 have Facebook accounts – no Facebook accounts found. Imported a 4th address – get a picture of Bruce Lee informing me something has gone horribly wrong. Might be looking for alternatives

  • http://twitter.com/marilynoliva/status/20921844972 MPowerPhilosophy

    Integrating Email and Social Media with Flowtown http://ping.fm/Fv3eV

  • http://twitter.com/marilynoliva/status/20921844972 MPowerPhilosophy

    Integrating Email and Social Media with Flowtown http://ping.fm/Fv3eV

  • http://twitter.com/alexdc/status/22113606385 Alex de Carvalho

    Export your email customer database to Flowtown, and you’ll know which social media they're using http://bit.ly/9hXdbM

  • http://twitter.com/alexdc/status/22113606385 Alex de Carvalho

    Export your email customer database to Flowtown, and you’ll know which social media they're using http://bit.ly/9hXdbM

  • http://twitter.com/zero7kc/status/22114291225 Jason Ary

    Holy moly RT @alexdc: Export your email customer database to Flowtown, and you’ll know which social media they're using http://bit.ly/9hXdbM

  • http://twitter.com/zero7kc/status/22114291225 Jason Ary

    Holy moly RT @alexdc: Export your email customer database to Flowtown, and you’ll know which social media they're using http://bit.ly/9hXdbM

  • http://twitter.com/socialmediafltr/status/22114385171 Social Media Filter

    RT @alexdc Export your email customer database to Flowtown, and you’ll know which social media they're using http://bit.ly/9hXdbM

  • http://twitter.com/socialmediafltr/status/22114385171 Social Media Filter

    RT @alexdc Export your email customer database to Flowtown, and you’ll know which social media they're using http://bit.ly/9hXdbM

  • http://twitter.com/marketingfltr/status/22114387061 Marketing Filter

    RT @alexdc Export your email customer database to Flowtown, and you’ll know which social media they're using http://bit.ly/9hXdbM

  • http://twitter.com/marketingfltr/status/22114387061 Marketing Filter

    RT @alexdc Export your email customer database to Flowtown, and you’ll know which social media they're using http://bit.ly/9hXdbM

  • http://twitter.com/alexdc/status/22115389846 Alex de Carvalho

    21% of US adults are online abstainers. Here's why: http://bit.ly/9hXdbM

  • http://twitter.com/alexdc/status/22115389846 Alex de Carvalho

    21% of US adults are online abstainers. Here's why: http://bit.ly/9hXdbM

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