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 conversation@ecairn.com

Q & A

Thank you for your attention.Any questions?

conversation@ecairn.com