Tribal audience segmentation process

1. Discover Develop Deploy
DEMOGRAPHICS
INFLUENCERS
EXISTING
RESEARCH
DATA
Develop initial
tribe model
Validate through
surveys and interviews
with inside and
outside audiences.
Refine and evolve in-market
Distill
key ideas
Identify tribes:
Includes primary
tribes and sub-
tribes (direct
audiences
and influencers)
Develop
tribal narrative:
stories and
language
everyone
shares
Identify
tribal habitats:
natural touch points,
communiteis and
communication
opportunities
KEY INTERVIEWS
sales reps
managers
customers
INPUTS SYNTHESIS ENGAGEMENT
Marketing
Applications
social media
earned media
word of mouth
influencers
publicity
sales channels
tradeshow
live events
word of mouth
community events
CRM
Operational
Applications
sales
product development
human resources
internal culture
public relations
investor relations
partners and aliances
community relations
TRENDS DATA
Torque Tribal Intelligence
®
© 2013 Torque Ltd. | 167 N. Racine Ave • Chicago, IL 60607 • 312.421.7858 • www.torquelaunch.com
Social media, events,
community, PR, publicity
word of mouth,
influencers