ecairn conversation(tm) training

05/06/09 1

Training

eCairn

Laurent.pfertzel(at)ecairn.com

May 1st 2009

11/26/09

ecairn copyrights 2008 2

AGENDA

1. Overview & Initialization

2. Ranking and Profiling

3. Workgroup Collaboration

• listen

• Search and filter

• Annotate

4. Dashboard and Reporting

• Community

• Monitor

• Influence

• Learn

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eCairn Conversation (tm) Training

Part 1: Overview & Initialization

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Training - Overview

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Select relevant people, places & conversations

for integrated Buzz, Outreach, Advertising

using existing infrastructures

sharing the workload, building knowledge

Measure activity, influence & lead generation

Marketing & Agency Team

Training - Overview

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Training - Overview

Technology is just one piece of the puzzle:

Have a strategy (where you're going and what you want to do)and a clear purpose.

Have goals and metrics (to determine if you're doing what you want)

Have the right level of resource and time to participate. Be patient.nn

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WorkgroupWorkgroup

Project 1 Project 2 Project N

RelevantSocialMediaSources

JoeJohn Geoff

JoeMary Mike

MikeJohnMaryGeoff

Users

Projects

Joe (project admin)Mary..JohnMike (project admin)Geoff

Conversations from Blogs or

specific searches on social media sites such as

Training - Overview

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Training - OverviewA few words about navigation within a project

Top-Left

Dashboard TabData and Graphs to assessproject's status at a glance.

Blogs TabList to manage referencesources of conversations.

Posts TabDynamic list of conversationscoming from reference sourcespresent in the Blogs tab.

Network TabAdvertising and SocialNetwork information.

Top-Right

Label Tab (project admin only)Configure label/values to create categories

Project Tab (project admin only)Create and edit project settings.

Right Sidebar

Change your username, email

address, pwd..here

Filter FunctionNarrow what's displayed inthe main pane based oncontext sentitive criteria.

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• Users• Workgroup – No limit to # of users.

• Role: Admin vs User.

• Can have more than 1 admin in a workgroup.

• Admin creates users.

• Create user• Login -> Users tab (top/right) -> New user (right bar) -> Enter user name/email/temp password -> welcome

email sent to new user

• User can edit their profile by clicking on their name (top/right)

• Projects• Container for relevant social media sources

• Blogs• Specific Searches on social media sites (Youtube, Twitter, Forums...)

• No limit to # of projects.

• Admin creates & manages projects.

• Create project• Login -> Projects tab (top/right) -> New project (right bar) -> Enter name/description -> Assign users to

new project -> Add blogs and searches on social media sites.

Training – Initializing Workgroups

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Part 2: Ranking and Profiling

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Training – Ranking and Profiling

Can you find an answer to the following question?

– What should we monitor and where should we engage?– Who are the key voices, the passionates and more?– How do I understand more about them?

With eCairn Conversation(tm), you can:

– Map one of more of your target community.– Identify who are the influencers and learn more about them.– Understand who is influenced by them.

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Training – Conversation Collection

1. Your Team Identifies Relevant Online Sources (to add to your project ):

Social Media Searches on

2. eCairn Conversation(tm) automatically subscribes and aggregateall conversations published by them:

Blogs &

Identify the influencers

Search & Filter

Annotate & Share

Analyse and View Trends

So that you can

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Training - Conversation Collection

Conversations from blogs

• Find blogs: Blog list tab -> Action Button & Select Add Blog (top/right)

• 5 ways to add blogs: Seach, eCairn Conversation(tm) Suggestions, Import, Manuelentry, Bookmark.

• Search:

• Same search syntax as google (“expression”, &, OR…)

• Search results aren’t added into your project automatically.• Click on the (Link) link to open the blog into a new window and evaluate it.

• Click on the ADD button to add a result to your project.

• Search can be saved into Saved Search (Tip: recommend to save 5 searches for best results) .

• Find keywords representative of your target community (Tip: Public figures, events, industry specific terms, concept and trends specific to the community; Try and retry)

• eCairn Conversation(tm) suggestions (a.k.a candidate blogs)

• eCairn Conversation ™ replays your saved searches in the background

• Compiles a list of ranked candidate blogs for you to analyzeblog tab -> Actions button & select review blog candidates (top/right) -> analyze results and add relevant ones by clicking on the add button.

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Conversations from blogs

• Find blogs: Blog list tab -> Action Button & Select Add Blog (top/right)

• Extract/Load from RSS readers.If you're already following relevant blogs in Yahoo360, Bloglines or GoogleReader, export those as opml and import them in one click in eCairn Conversation(tm)

• Type URLs.

• Bookmarklet • Button to add to your browser bookmark or favorite (IE)

• 1 click to add a blog as you surf and stumble on a relevant blog for one of your project.

• Allocate some time every week to maintain the list of blogs in your project

-> With 1hr per week, you can grow your list to several hundreds in a fewweeks!

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Overlay over Google

Enter URLs (one per line)

Import from your RSS reader

http://blog.com

Allows you to add blogs as you surf

Conversation™ runs your saved

search in the background


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Save between 5-10 relevant searchs


Find blogs: eCairn Conversation(tm) suggestions (a.k.a candidate blogs)

Blogs having published within the last 12 hrs a matching post

are added to the result list

Every search is replayed every 12 hrs

Order in the list is a function of:- relevance to saved keywords

- outbound links to existing blogs in your project

Periodically reviewresult list

(2x/week- first 5-10 pages

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Conversations from Social media sites

• Add Social Media Searches: Blog list tab -> Action Button & Select Add Other Media (top/right)

• Search as if you were searching on those social media sites:

• Support for Youtube, Yahoo Q&As, Digg, Twitter, Comments, Forums.

• Multi-lingual

• Add Search to your project by clicking on the 'add to project' button(eCairn Conversation(tm) will automatically subscribe to them for you)

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Training - Ranking and Profiling

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• Blogs in your project are ranked by influence

• Discover the influence profile within your community– Works with a minimum of roughly 100 blogs (the more, the merrier)– H/M/L level of influence can be approximated to the

head/magic-middle/long tail – Reference: The Long Tail by Chris Anderson)

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• Create a taxonomy with labels and values– To group blogs of the same kind– Labeling is done manually or in bulk

i.e: You found 1500 personal finance blogs and group them in categories such as debt, frugal living or investing according to their focus.

• Filter the list– Find out how many social media searches are in your list– Find out how many High, Medium and Low influence blogs are

in your list– Search for a specific entry by entering its title (partial entry ok)– Filter with label and values

• Export– Export will create a .csv file with the selected blog urls.

• To export, select one or more blogs with the checkbox (or select all blogs) -> click on export

•


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• BlogCard– Provides detailed information on traffic, social network (if any) and posting

frequency/recency.

Mouse over to display the blog card


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• Influencer Ranking and Profiling: Enables you to segment and target

• Understand who makes the head/magic middle/long tail in your target community(s)

• Pin point who:

• Talks the most about you (or your competitors or your topic of choice)

• Are your detractors and promoters

• You engaged the most with overtime

• Understand individual influencer's own network in the community

• Focus on those individuals who can help you achieve your goals

• Personalize your engagement (i.e: outreach with a story linked to relevant conversations from your target.)

• Track and measure how you grow relationships

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Training – Collaborative Workflow

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• Example– Profiling a blogger with various data from eCairn Conversation (Charlene Li)

• Rank #114 in a community of 1000 social media marketing blogger• Share of voice is 0.4% (% of the total conversation that mention Charlene)• Trends for her personal brand:

• The best day in this period cam from “2009 Social Media Predictions (Dec 19% - 3%), followed by “Future of Social Networks” (March 20th 1.36%)

• The reach of her blog is 7k and her page rank is 5• The frequency of positing is variable• The people that refer the most to Charlene's name and brand are:

– J Owyang (Forrester)– B Kanter– K Hawe– G Livingstone


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Training – Ranking and Profiling• Here's how you can do it:

– Measure the share of voice in the community. Find out what makes him/her popular.

go to post tab -> click on new filter -> enter the name of the blogger you're interested in and save the filter -> click on the chart icon.

From there, find out how many times the blogger name appeared in conversations, the % of appearance, find out any spike in the chart and drill down to understand the circumstances of this spike.

– Identify this blogger neighborhood.

In the filter you created -> click on the 'view by blog' -> now the list is organized by blogs with the number of times they mention this particular blogger.

– See if your team has already commented on his/her blog

go to post tab -> click on activity per user and select 'team' or a particular user -> in the search window enter the url of the blogs -> narrows the list to the post where a comment was left

• How to use this information?– For targeting

• i.e: Focus on the Magic-middle (Medium influence)• Or on a certain category of blogger (debt blogger in personal finance)• Or on a combo of a category and a particular level of influence

– For Outreach• Learn about how the community values the blogger, the level of interaction you've had with

him/her in the past.

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Part 3: Collaborative Worflow

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Can you find an answer the following question?

– Can I listen to several hundred bloggers?– How do I track the share of conversation of my brand/product/topic

in the community?– How do I capitalize on every team member's participation? Enforce

consistency and governance?– Can I create an activity report?

With eCairn Conversation(tm), you can:

– Scan and read 100s of conversation per day collaboratively.– View trends to help with understanding, diagnostics and decision

making.– Track how you and your team interact with the community over

time.

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• Conversation™ builds for you a composite list of every posts published by every source in your project (feed has to be present) -

• Listen:• Scan/Click/Read.

• Click on any post title -> RSS feed window opens -> Use N(Next) and P(Previous) keyboard keys to navigate

the list quickly -> if relevant, click on tile -> Full post opens in a separate window.

RSS Feedwindow


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• Listen (Continue):• Quick filter based on time (last login, day, week, all time options),

source, influence, starred entries and annotations.

• Once read, a post title’s format will change from bold to normal.

• Search: Supports advanced search syntax.

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Keyword match highlighted in yellow

Double-click on an icon to filter on the source type


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Built in state of the art search engine allows some sophisticated search:

Syntax

& (AND) by defaut, I (OR) , - (NOT)i.e: apple | iphone -3g has the same meaning than apple OR iphone NOT 3g

Query possible on one line (default), extended query (click on advanced options)has multiple ORand one NOT, for complexe queries it's easier to usethe extended query mode.

Proximity

"apple iphone 3g"~4 query means that there must be less than 7 (3+4) word span which contains all 3 wordsi.e: "I bought an iphone in the apple store , it's the new 3g one" won't be matched"I bought an iphone 3g in the apple store is matched

Quorum

"apple iphone 3g"/2 query means 2 out of 3 words matchingi.e: "I bought an iphone 3g" is matched


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Built in state of the art search engine allows some sophisticated search (Next):

Symbol

Search on $ (and other currency), % (and other symbol).i.e: “iphone $” will match posts where iphone and the symbol $ is present.

More Options

Search on URLs. i.e: http://myblog.com or http://youtube.com/abcdFor youtube videos the query http://youtube.com or youtube.com will match all youtube videos links

Search on title only or content onlytitle: iphonecontent: iphone


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• Filters: Where most of the action takes place• Real time Listening to specific brand/product/topic

• Research on specific brand/product/topic + competitive analysis

• Understand a brand/product/topic share of voice:

• Share of Conversation

• Key influencers

• Understand the tone of conversations on a brand/topic(a.k.a sentiment analysis)

• Evaluate and measure team participation

• SEO (post where commenting helps SEO and that are worthsending links to)

• Identification of influencers for a specific topic

• Understand influencers by tracking 'best posts' and who refers to them the most.

• Track and Measure outreach

• Track and Measure inbound link on SM content (blog posts..)

• Publishing hyper relevant feeds

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• Filters: Set-up• To track specific topics automatically (product/service names,

concepts/trends, person name, competitors…)

• Create or Edit filter:• Post list -> Click New or Edit on the right side bar -> Enter keywords and/or select labels -> Click on

‘create filter’ -> Enter name and description -> Click ‘Save’ -> Filter name is added to the list in the right side bar.

Or

• Click on ‘advanced options on the right of the search box

• You can search within a filter by entering keywords in the search box.

• RSS feed – Convenient to share valuable social media info within your portal, on your blog/website (widget)i.e: http://bizcoach.blogspot.com/ (look for Marc’s conversation at eCairn.com)

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• Filters (Continued): Trends• Visualize Trends on filters by clicking on the Trend Icon at the top of the

filter bar:- 6 months history of volume and % of conversation- zoom on any particular week (to perform diagnostics and post-mortem).

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• Filters (Continued): Sentiment Analysis• Visualize sentiment on specific topics corresponding to filters you created.

- 6 months history of tone of conversation- zoom on any particular week (to perform diagnostics and post-mortem).

• Manual rating (using annotations)

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• Filters (Continued): Export• Export graphs and data to build custom reports

- Export graphs as jpg, png or the raw data as csv.- Export posts as rtf (compatible with any word processor), xls or csv.

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• Annotation• Six different action types (Recommend, Rate, Track comment, Forward, Action plan, Add

Note)

• Add your own knowledge

• Traceability (every annotation is stored in your project forever)Annotated conversation have a different look n feel in the post list from others.

• Shared across project team

• Follow up using ‘filter on annotations’

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• Annotation are at the heart of eCairn Conversation(tm) workflow.

– Use them to:

• Bookmark recommended conversations (Insights)• Rate individual conversation as part of a sentiment analysis project.

Note: we don't have automated sentiment analysis but you can combine statistics (i.e find 150 good posts talking about your brand) and manual ratings to get the result you will trust.

• Comment tracability and follow upNote: Prevents to users to comment on the same conversation.

• Share the best conversation with your network/management outside of eCairn Conversation(tm)

• Flag a conversations and log the action to be performed by one member of the team who is better suited at it

• Record a note for your own sake (i.e: you want to blog about the same topic later on)


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• Annotation are at the heart of eCairn Conversation(tm) workflow.

– They power the following modules:

• Dashboard:– 'What's new' is built from the most recent annotations– Sentiment graph in 'What's your Presence' module is built from ratings– Comments graph in 'What's your Influence' module is built with

comments tracking– Graphs in 'What's Interesting' module are built with recommendations

• Trends on filters in post list:– View by Sentiment– View by Insights– View by Comments

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• Filters + Annotations:

• Inform real time client/execs when they're cited (brand/product/people)

• Ensure and track compliance to corporate policy (compliance and so on..)

• Distribute participation where expertise exists

• Target precise conversations for engagement and measure success

• Bookmark relevant conversation for blog post

• Track insights

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+

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Network tab

• Used for planning. • Provides aggregated data on:

• The presence of advertising on the project blogs.

• The presence of social network.

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Part 4: Dashboard and Reporting

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Creating Report

Prerequisites1. Project list populated (Chapter II – slide 13-16)2. Filters configured (Chapter III – slide 30-34)

Components:1. Metrics:

1. Share of Mind2. Share of Voice3. Share of Conversation

2. Influencer list3. Influencer Map4. Expression Map5. Conversation Sample

Export1.Graph2.Conversation

See sample reports for:• Amazon in Cloud Computing• Lancome in Beauty/Cosmetics• LendingClub in Personal Finance

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Creating Report - Prerequisites

Example:Community = Beauty BloggerBrand = Lancome, Competitor = Clinique, Topic = Aging

Project with 367 beauty bloggersFilters on Lancome, Clinique and Aging

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Creating Report - Components

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Definition:All metrics' definitions below apply to a brand's target community.

1. Metrics:1. Share of Mind

Share of mind is defined by the percentage of people that have talked about Brand A in the last 6 Months. Includes competitor(s) comparison

2. Share of VoiceShare of voice is defined by the number of mentions of Brand A within the last 6 months. Includes competitor(s) comparison

3. Share of ConversationShare of conversation (for a target topic)the outcome of positioning) is defined byhow many time your brand is mentioned along with the target topic

2. Influencer Map and list List and Network view of the top influencers in the brand's target community as ranked by eCairn.

3. Expression Map and list List and Cloud View of the expression (1 or more keywords) found more frequently within conversations on a specific topic

4. Conversation Sample Individual conversations can be included in reports to give specific examples supporting

report's data and metrics

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Creating Report – Share of Mind

For each brand and competitors in the report, do:1) Extract blogs that mentioned it (Blogs tab)

1- select the brand name in Filter-by Topic (right bar)

2- select the level of influence, High, Medium or Low(to select high only, unselect medium or low)3- write down the number of entries at the top left above the list4- repeat for each level of influence

Go to your spreadsheet software1) create a table and enter the number found for each level of influence for all brands2) create a bar chart

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Example:

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To report on people having mentioned a brand the most, do:

1) Extract blogs that mentioned it (Blogs tab)

1- select the brand name in Filter-by Topic (right bar)

2- select the level of influence, High, Medium or Low(to report on high, medium or low separately)3- Take a snapshot of the list and add to your report.4- Repeat for different level of influence and competitors

High Influencer bloggers ordered by the number of time they mentioned the brand Lancome

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To report on a brand's blog influence ranking:Prerequisite: The brand has a blog and it was added to the project

Go to the dashboard tabGo the the “what's your influence?” module (middle right)

In Sites, right click on the chart to export(You need to configure this module (click on the tool icon at the top right) so thatthe brand's blog is in the list of favorite blogs)

Example:

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Creating Report – Share of Voice

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For each filter corresponding to the brand and its competitors,do:

1) select filter (Posts tab – right bar)2) click on the trend button (above the filters list)

3) export chart as CSV4) save your file on your computer

Go to your spreadsheet software1) import all CSV files saved as instructured above2) create: - An overall conversation share graph (pie chart) - A time based conversation share graph (line graph) - A share of voice metric which is the fraction between the brand's mention and the overall volume of conversation from the target community.

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Creating Report – Share of Voice

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Example:

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Creating Report – Share of Conversation

For the target topic, create filters for topic&brand (if you wantto report on 1 brand and 1 competitors, create 2 filters)

1) select topic&brand filter 2) click on the trend button (above the filters list)

3) export chart as CSV4) save your file on your computer

Go to your spreadsheet software1) import all CSV files saved as instructured above2) create: - An overall conversation share graph (pie chart)

→ to get the overall # of conversation in the target topic, select the topic filterand write down the # of conversations as found on the top right of the list.

- A time based conversation share graph (line graph)

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Creating Report – Share of Conversation

Example:

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Creating Report – Influencer List and Map

List (report the top 20-30 influencers) :1) select the high influencers (blogs tab, filter in the right bar)2) select “all xyz entries” at the top of the list3) in the “do” pull down menu, click on export XLS or CSV and save the file

Map (report a complete or partial map) :1) Select Scope:

- By influencer type (High, Medium, Low)- By ranking (i.e: the top 100, 200, 300...) → i.e: to select the top 100, select “all” on first page, then go to page 2and select all again..until page 5.

- By topic (people who've talked about Lancome or the Aging topic)2) in the “do” pull down menu, click on export Touchgraph or View GraphNote: this is a premium option not available in the basic package.

3) Once the map is displayed, save it by clicking on file/save image in Touchgraph.

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Creating Report – Influencer List and Map

Example:

List Map

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Creating Report – Expression Map

Expression Map (available as a service only) :1) Select the filter(s) in your list2) Click on the trends button and export posts as CSV.

3) Send those files to [email protected]) eCairn sends back a CSV file ofthe ranked expressions.

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Creating Report – Expression Map

Example:(expressions are displayed as a

cloud)

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Creating Report – Export

Export Conversations

1) Graph 1) as picture 2) as “raw data” for additional processing

2) Conversation 1) as RTF (Easy to import into any

wordprocessor) → Annotations are exported with the annotated conversations.

(see slide 35-38 for more details on annotations). 2) as XLS or CSV for additional processing.

BlogsUse the various export options in the “do”

pull down menu in the blogs tab

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Dashboard and Reporting

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Create Reports to Share your Progresspost tab -> select a filter (right) -> click on the trends icon (top/right)post tab -> select a filter (right) -> click on the trends icon (top/right)

Export Graphs

Export Posts

Double click on a specific week to

narrow the list

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Determine what action you should take Undertand if you're on target Visualize in one place your most critical data

Dashboard

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Understand whether you have identified a relevantcommunity and learn about its charateristics

1.The number of blog(s) 2.The density of networking•The distribution of blogs accross your own characteristics and more.

By tracking overtime in your community:

Using the « What's your Community ? » module

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Tutorial for eCairn Conversation(tm) DashboardModule: « Your Influence » Empty community

Community is strongly networked

-> Focus on finding relevant blogs based on what audience you want to reach.

Try to find >100 blogs to get a good volume of conversations

-> Communities are dynamic,allocate some time overtimeto identify new relevant blogs.

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Quick Configuration Tool

Use label&value to configure those parameters.

In this example, 2 labels with 3 values each:1) Subject = PR, SEM, Marketing2) Source = Agency, Indendent, Solution provider

At a glance, track the distribution across parameters that suit your business need.

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<- Find out if your community is advertising friendly.

Find out if your community is -> social network friendly.

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Understand the degree to which your community is talking about your brand(s) or product(s)

1.The volume of conversations mentioning your brands2.The volume of conversations mentioning your products•The opinion of your community related to what's important to your business

By measuring overtime:

Using the « What's your Presence ? » module

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Widget Brand

Find out how often your brand is mentioned in your community

Tip: Right-click on the mouse to export a graph

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Widget Brand1Widget Brand2Widget Brand3Competitor

.....

Select the filter you want for Brand, Product and Sentiment.

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Find out how often your product is mentioned in your community

Widget Product

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Widget Product

Find out what your community thinks about your product

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Understand the degree to which you influence perceptions and attitudes in your community

1.Your company blog(s) influence2.Your team's influence with the community actors3.Your ongoing participation in the community conversations


Using the « What's your Influence ? » module

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Company blog 1

Company blog 2

Competitor's blog

Find out how influential your blog(s) is in your communityCompare with your competitor's blog

Tip: Right-click on the mouse to export a graph

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Find out how connected your team is with your community

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• Trackable using configurable label and values In the example above, label = workgroup.net and values=John,Laura, Joe, Mary • Configure label & values depending on how you want to track connections: By people (like in the above example) By social network: i.e: LinkedIn, Facebook, Twitter... By level of connection: Strong, Medium, Weak Choose your own criteria

Users responsible to maintain data By applying the right value to the blogger's blog entry in the blog list each time a connection is made with a new blogger..

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Find out the level of engagement of your teamin your community overtime

(configurable by clicking on the quick configuration tool)


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Track the level of conversation of your favorite topic in your community overtime

(configurable by clicking on the quick configuration tool)

Widget Brand


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Social media is a 2-way street. Track how much learning you getby listening to your community.

Tip: Right-click on the mouse to exportthis graph


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Understand the degree to which you find insights in your community for your business, brands or

products.

The volume of conversations you found interesting andshared with others.


Using the « What's interesting » module

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Select the filter corresponding to the topic you want to focus onor leave it as « All ».

AllAndroidiPhoneBlackBerrySymbian.....

Android


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Scenarios

• Buzz• Find a few hundred relevant blogs.

• Every day, scan/click/read the post list.

• Set a goal of a few comments per day.

• Outreach:• Flag bloggers you want to outreach as you work in the application.

• Qualify them using blog card, social network profile, post content.

• Choose contact mechanism.

• Use blog level annotations to track status.

• Advertising:• Export list of blogs into Google Adwords site targeting.

• Knowledge Sharing

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