ecairn conversation

Presentation title in footer1 1 July 2009

What is a virtual Community?Large groups of passionate people around topic or expertise

interconnected in the social web (blogs, tweets, Facebook, LinkedIn)

Mommy Bloggers, Geeks, travelers, Stamps lover, Frugals, Cloud Computing Experts,

Gamers, Naruto fans, Fashionistas, Cruise addicts, Celebrities, Corporate

responsibility, Bar tenders, Web development, VC’s and Startups, Healthcare

CIOs, IT Security, Beauty, Comics Collectors, Arsenal FC fans, Fitness Moms, Wine bloggers, Greens ,Commercial Real

Estate experts, American passionate about Irish Ancestry…. And 1000’s more

Why focusing on Influencers inside communities?

Experts drive salesDunbar numberEfficiency (80% impact on 5% of the people)Broad monitoring doesn’t make the cut

Influencers

Communities

Web

http://en.wikipedia.org/wiki/Dunbar's_number

http://www.lithium.com/pdfs/whitepapers/Building-Customer-Networks-for-Successful-Word-of-Mouth-Marketing_DNn9P5Hp.pdf

Communities already mappedAvailable in Conversation

Step 2: Listen, understand and engage

x millions bloggers

Rank InfluencersMap communities

Find relevant ones

Top influencers

Long Tail

3 steps- process

Step 1: Identify the influencers

Step 3: Measure

Find hot topics & trends

Share of Mind

11

51

146

11

57

183

0

50

100

150

200

Influencers (13 total) Magic Middle (72total)

Long Tail (440 total)

# o

f In

flu

en

ce

rs

Lancôme Clinique

Share of Aging

0

5

10

15

20A

pr

Apr

May

May

Jun

Jun

Jul

Jul

Aug

Aug

Aug

Sep

Sep

Oct

Lancome Clinique

Share of Aging (# of conversations)

3326

119114

Lancome Clinique Other

Share of minds Share of conversationsShare of voice

Clients

Ogilvy

Create content for its communities

Consumer research

Product social launch

Mapping communities

Trends research

Competitive research

http://www.theconversationgroup.com/

http://www.poweron.fr/

http://extanz.com/

http://www.google.com/imgres?imgurl=http://www.drumplayalong.co.uk/images/ebay-logo.jpg&imgrefurl=http://www.drumplayalong.co.uk/&h=337&w=450&sz=11&tbnid=PbY_htMd6_s71M:&tbnh=95&tbnw=127&prev=/images?q=ebay+logo&usg=__siPS3mLfN5qPk6wLRjeUIvMtAWo=&sa=X&ei=ycsqTIHvBoPUnAflkOjVDg&ved=0CB4Q9QEwAQ




http://www.google.com/imgres?imgurl=http://www.pinnedmtb.com/800px_EBay_Logo_svg.png&imgrefurl=http://www.pinnedmtb.com/rhagan_swisschamp08.htm&usg=__uc0fLMczx45BZpzzc_FUIuKmzZg=&h=324&w=779&sz=35&hl=en&start=11&itbs=1&tbnid=anwKKLj_mYFAKM:&tbnh=59&tbnw=142&prev=/images?q=ebay+logo&hl=en&sa=X&rls=com.microsoft:en-US:IE-SearchBox&rlz=1I7SKPB_en&tbs=isch:1&prmd=i

http://www.google.com/imgres?imgurl=http://peteatcsun.files.wordpress.com/2009/11/adobe-logo.jpg&imgrefurl=http://peteatcsun.wordpress.com/2009/11/&usg=__kj3P_o9A2iFYmOc8wEUW0cX75Qs=&h=320&w=320&sz=23&hl=en&start=1&itbs=1&tbnid=Pgm6Gw1lIaOp1M:&tbnh=118&tbnw=118&prev=/images?q=adobelogo&hl=en&rls=com.microsoft:en-US:IE-SearchBox&rlz=1I7SKPB_en&tbs=isch:1

http://www.google.com/imgres?imgurl=http://www.ciphony.eu/Illustrations/Genesys%20Logo%20transparent.png&imgrefurl=http://www.ciphony.eu/GenesysCase.html&usg=__ipmJlJmHROMIt2Lms9uKfPZE-iA=&h=583&w=810&sz=28&hl=en&start=1&itbs=1&tbnid=6sjKdUtl8I6aVM:&tbnh=104&tbnw=144&prev=/images?q=genesys+logo&hl=en&rls=com.microsoft:en-US:IE-SearchBox&rlz=1I7SKPB_en&tbs=isch:1

Giant focus groups, made

up by natural communities

Real time Listening: blogs, Twitter, Facebook and more

River of clean conversations

can be turned into insights

ResearchConsumer research



Recruit members & guest authors where they hang out

Understand and build content plans against what’s interesting

Feed back the community with intelligence over the eco-system

Community Building

Widget,Research Report

Create content for its communitiesMapping communities

http://www.google.com/imgres?imgurl=http://www.pinnedmtb.com/800px_EBay_Logo_svg.png&imgrefurl=http://www.pinnedmtb.com/rhagan_swisschamp08.htm&usg=__uc0fLMczx45BZpzzc_FUIuKmzZg=&h=324&w=779&sz=35&hl=en&start=11&itbs=1&tbnid=anwKKLj_mYFAKM:&tbnh=59&tbnw=142&prev=/images?q=ebay+logo&hl=en&sa=X&rls=com.microsoft:en-US:IE-SearchBox&rlz=1I7SKPB_en&tbs=isch:1&prmd=i

http://www.google.com/imgres?imgurl=http://www.ciphony.eu/Illustrations/Genesys%20Logo%20transparent.png&imgrefurl=http://www.ciphony.eu/GenesysCase.html&usg=__ipmJlJmHROMIt2Lms9uKfPZE-iA=&h=583&w=810&sz=28&hl=en&start=1&itbs=1&tbnid=6sjKdUtl8I6aVM:&tbnh=104&tbnw=144&prev=/images?q=genesys+logo&hl=en&rls=com.microsoft:en-US:IE-SearchBox&rlz=1I7SKPB_en&tbs=isch:1

Understand Community dynamic and competitive position

Identify Influencers & plan laser sharp outreach

Buzz on what matters for who matters ! Measure effort and result

Social LaunchProduct social launch

http://www.google.com/imgres?imgurl=http://peteatcsun.files.wordpress.com/2009/11/adobe-logo.jpg&imgrefurl=http://peteatcsun.wordpress.com/2009/11/&usg=__kj3P_o9A2iFYmOc8wEUW0cX75Qs=&h=320&w=320&sz=23&hl=en&start=1&itbs=1&tbnid=Pgm6Gw1lIaOp1M:&tbnh=118&tbnw=118&prev=/images?q=adobelogo&hl=en&rls=com.microsoft:en-US:IE-SearchBox&rlz=1I7SKPB_en&tbs=isch:1

Conversation Key Benefits

Community Mapping• Suggested candidates

• Influencers ranking

• Mapping

Collaborative Engagement• Annotation tools

• Team metrics

Conversation intelligence• Expression cloud

• Share of voice

• Share or mind

• Share of conversation

ecairn conversation

Documents