eCairn - Webinar 11-18-09
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Presentation title in footer 1 1 July 2009 Mastering Communities and Social Influencers Marketing Laurent Pfertzel Co-Founder and COO eCairn
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These slides correspond to our November 18th Webinar.
Transcript of eCairn - Webinar 11-18-09
Presentation title in footer1 1 July 2009
Mastering Communitiesand
Social Influencers Marketing
Laurent PfertzelCo-Founder and COO
eCairn
Agenda
Who is eCairn?
Social media: market opportunity?
How to identify and engage with key
influencers?
How to understand conversation?
How to measure conversation?
5 take-away and next steps
Q&A
Speaker
Co-founder and COO20+ years in Management, Engineering and Marketing
About eCairn
• Located in Los Gatos, CA, eCairn brings science to social media engagement with eCairn Conversation™
• On-demand collaborative solution to identify, understand and measure social communities
IntroductionSocial Media opportunity is expanding
Beyond Brand Monitoring to Attention Management
Influence
From Shouting toDialogue
RelevanceNurture relationships
Positioning
Targeting
From your product and services to their needs
Relevant Contenthonest
Added ValueBe where they are
Open
Less is More
From marketing as selling tomarketing as education
From passive to activeFrom company-driven purchase decision
to people driven.
4 key steps to develop Attention
*lithium technologytp://www.lithium.com/pdfs/whitepapers/Building-Customer-Networks-for-Successful-Word-of-Mouth-Marketing_DNn9P5Hp.pdf
Find Communities
Identify Influencers
Content Participation
Integrated Plan
Measure Results
Understand the
Conversation
Strategy?
Identify the influencersUnless you target relevant people,
your can't allocate your resource for best ROI
“x millions bloggers”
Rank“Map the community”
Search
List
“Find a few relevant ones”
SocialRelevance
Top influencers
Long Tail
Cross-reference
Identify influencers
550 blogs on Cloud Computing Highly connected community 35,000 conversations
List viewNetwork view
Understand the ConversationUnless you know what is discussed, you can't join the discussion
Brand Z
Brand B
idea
Topic B
Topic A
idea
idea
insight idea
- What's HOT- What's NEW- My Brand and Competitors
- Relevant Topics for me
“River of conversations”
Filter
People Text Analytics
Understand
Understand the Conversation
Example:
Cloud computing = 35,000 conversations overall
2,500 conversations on Security
Grow brand awareness
Focus
Relevance
First-mover Advantage
Actionable
+
+
+
ContentMarketing
Outreach(Selective)
Buzz(Selective)
PrivateCommunity
Advertising
Brand
Recognition
Web Traffic
Referral
Measurement
1. Share of MindShare of mind is defined by the percentage of people that have talked about a brand vs the
total number of people in the target community.
2. Share of VoiceShare of voice is defined by the number of mentions of the Amazon brand in
conversations taking place in the Cloud Computing community .
3. Share of ConversationThe degree to which a brand is associated with the problem or need that it is setting out
to help with
Measure your attention level
from Influencers and
within relevant Conversations
3 key metrics
Measure: Share of Mind
Track your brands penetration
Compare against your competitors
Find out who's talking the most about you.
Influencers (17 total) Magic Middle (55 total) Long tail (474 total)
0
50
100
150
200
250
300
350
16
50
286
1232
161
Share of Mind
Amazon Microsoft
# o
f in
fluencers
Measure: Share of Voice
Understand your brand share of voice
Compare with your competitors
Understand how it trends over time
Measure: Sentiment
Sentiment on HP
0
2
4
6
8
10
12
14
Ma
r
Ap
r
Ap
r
Ma
y
Ma
y
Ju
n
Ju
n
Ju
l
Ju
l
Au
g
Au
g
Au
g
Se
p
Se
p
24%
63%
13%
Positive Neutral Negative
+• Financial results• Products• Latest product campaign• Company history
- Green Layoffs Board director involvement in xyz
xyz
Measure: Share of Conversation
Understand your share and trend in selected conversations Compare against your competitors
Take-aways
1. Now is the opportunity to invest in attention development
2. Focus on your core influencers
3. Understand what matters through their lens
4. Build trust through focused and relevant engagement and content
5. Measure and benchmark against your competition and focus on your core competences
Next Steps
Order your Industry Influence Report
Example: one brand, one community, one conversation topic: $1,500
Sample reports available:
LendingClub in personal finance:http://www.slideshare.net/domlah/lending-c-lub-smr-v2
Amazon in Cloud Computing:http://www.slideshare.net/domlah/amazon-industry-influencers-report
Lancome in Beauty/Cosmetics:http://www.slideshare.net/domlah/lancome-industry-influencer-report
Contact us at [email protected]
