influencers identification, influencers marketing with ecairn new features

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© eCairn 2013. All rights reserved. We map the people who ma+er on the social web and make it ac>onable for brands!

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Page 1: Influencers identification, influencers Marketing with eCairn new features

©  eCairn  2013.  All  rights  reserved.              

We  map  the  people  who  ma+er  on  the  social  web  and  make  it  ac>onable  for  brands!  

 

Page 2: Influencers identification, influencers Marketing with eCairn new features

©  eCairn  2013.  All  rights  reserved.              

Agenda  

• Needs  we  adress  /  How  we  do  it  • eCairn  conversa>on  tm  new  features  • eCairn  unique  reports    

Page 3: Influencers identification, influencers Marketing with eCairn new features

©  eCairn  2013.  All  rights  reserved.              

Needs  we  address  

•  Influencer  marke>ng  •  Product/Brand  marke>ng  research  •  Social  marke>ng  extension  (events…)  •  Content  Marke>ng,  content  intelligence  •  Data  Enhancement  • Media  spend  op>miza>on  •  Lead  Genera>on,  social  Sales  •  Community  management  •  Command  center  extension  

Page 4: Influencers identification, influencers Marketing with eCairn new features

©  eCairn  2013.  All  rights  reserved.              

Iden5fy  tribes  and  rank  influencers  • Map  communi5es  and  iden>fy  influencers  

•  Find  your  tribes  •  Rank  the  Influencers  in  'top',  'magic  middle'  and  'long  tail'  

• Map  and  find  out  the  neighbor  clustering  for  your  community  

1  

We  focus  on    people  who  maXer  

Page 5: Influencers identification, influencers Marketing with eCairn new features

©  eCairn  2013.  All  rights  reserved.              

Relevance   Influence   Reach  •  Indicates  focus  of  the  influencer  on  a  given  topic  

•  Based  on  frequency  with  which  certain  keywords  or  expressions  are  men>oned  by  the  influencer  

•  Scale  from  0  (low)  to  100  (high)  

•  The  influencer  writes  and  shares  content  that  impacts  the  opinion  of  peers  

•  Primarily  based  on  the  number  of  >mes  peers  within  the  targeted  community  link  back  to  posts  from  the  influencer  

•  Scale  from  0  to  100  (Low/med./high)  

•  Indicates  numbers  of  community  members  that  subscribe  to  the  content  shared  by  the  influencer  

•  Provides  an  indica>on  of  the  poten>al  social  reach  when  the  influencer  is  used  as  a  relay  for  third  party  generated  content  

How  we  rank  them  

Page 6: Influencers identification, influencers Marketing with eCairn new features

©  eCairn  2013.  All  rights  reserved.              

14  Countries  6  languages  

Local  iden>fica>on  

Page 7: Influencers identification, influencers Marketing with eCairn new features

©  eCairn  2013.  All  rights  reserved.              

Iden5fy  and  profile  candidates  for  influencers  outreach  campaigns  • Manage  outreach  and  organize  engagement  with  people  who  maXer  

•  Track  ac5vity  for  repor>ng  to  management  

•  Socialize  and  crowd  source  your  content  

 

2  

Scope  is:  Blog,  Twi+er,  FB,  Youtube,  Linkedin,  Pinterest  

 

We  iden>fy  and  engage  the  people  who  maXer  

Page 8: Influencers identification, influencers Marketing with eCairn new features

©  eCairn  2013.  All  rights  reserved.              

Organize  and  analyze  conversa5ons  •  Listen  to  conversa5ons  from  your  social  community  about  relevant  topics  and  about  your  brand  

• Monitor  brands  in  key  ver>cals/  communi>es  

•  Track  sen5ment  about  your  brand  •  Benchmark  against  peers  •  Get  insights  for  product  development  

 

3  

We  get  insights  and  kpi  from  people  who  maXer  

Page 9: Influencers identification, influencers Marketing with eCairn new features

©  eCairn  2013.  All  rights  reserved.              

Measure  performance  of  your  brand/campaign  (here:  Pepsi  Beyonce  Ad)  

In  each  target  audience  

Data  displayed  is  purely  for  illustra>on  

Page 10: Influencers identification, influencers Marketing with eCairn new features

©  eCairn  2013.  All  rights  reserved.              

Data  displayed  is  purely  for  illustra>on  

(here:  Pepsi  and  Coke  brands  in  Music  and  Celebri5es)  

Coke  has  more  men5ons    

In  both  Music  and  Celebri5es    

Pepsi  2  big  spikes  

Compared  to  compe>tors  

Page 11: Influencers identification, influencers Marketing with eCairn new features

©  eCairn  2013.  All  rights  reserved.              

Increase  the  conversion  rate    on  your  web  site  

Inplement  the  feed  of  the  key  conversa5ons  of  the  people  who  ma+er  for  your  brand  on  your  web  site    •  Select  the    conversa5ons  from  your  social  community  about  relevant  topics  and  about  your  brand  

•  Get  the  feed  •  Implement  it  on  your  web  site  

4  

Page 12: Influencers identification, influencers Marketing with eCairn new features

©  eCairn  2013.  All  rights  reserved.               Data  displayed  is  purely  for  illustra>on  

+  800  ver>cals  mapped    +  370k  influencers  ranked  

Page 13: Influencers identification, influencers Marketing with eCairn new features

©  eCairn  2013.  All  rights  reserved.              

Agenda  

• Needs  we  adress  /  How  we  do  it  • eCairn  conversa5on  tm  new  features  

• Tribe  insider  • Youtube  as  a  channel  

• eCairn  unique  reports    

Page 14: Influencers identification, influencers Marketing with eCairn new features

©  eCairn  2013.  All  rights  reserved.              

Compare  the  audiences  composi5on  of  different    brands/topics/people  by  tribe  

Our  new  killer  feature,  the  tribe  insider  

Page 15: Influencers identification, influencers Marketing with eCairn new features

©  eCairn  2013.  All  rights  reserved.              

Compare  the  audiences  of  different    brands/topics/people  by  countries  

Our  new  killer  feature,  the  tribe  insider  

0,0% 10,0% 20,0% 30,0% 40,0% 50,0% 60,0%

Chanel

Louis Vuitton

Gucci

Hermes

Rolex

USA UK Latin Am Germany France Canada Brazil Australia

Page 16: Influencers identification, influencers Marketing with eCairn new features

©  eCairn  2013.  All  rights  reserved.              

Tribe  Insider,  the  benefits  

Understand  the  trends  /SOV  by  tribe  

Page 17: Influencers identification, influencers Marketing with eCairn new features

©  eCairn  2013.  All  rights  reserved.              

Example  :  Vodka  

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I’m a Vodka brand ,, I’d like to grow my brand reaching out Influencers However, I don’t want to target any Girl/Guy who just happen to talk about Vodka Right ?

Page 18: Influencers identification, influencers Marketing with eCairn new features

©  eCairn  2013.  All  rights  reserved.              

1-­‐  Create  a  Topic  

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Tribe insider

Page 19: Influencers identification, influencers Marketing with eCairn new features

©  eCairn  2013.  All  rights  reserved.              

2-­‐  Apply  the  topic  to  eCairn’s  gigabase  

19  

2- (can be restricted to verticals or countries) *** We call this “tribe insider”, cause we’re techy

Tribe insider

Page 20: Influencers identification, influencers Marketing with eCairn new features

©  eCairn  2013.  All  rights  reserved.              

3-­‐  Understand  Where  Vodka  is  discussed  

20  

Gen Y and Music are perfect target for my campaign !!!!!!

Tribe insider

Page 21: Influencers identification, influencers Marketing with eCairn new features

©  eCairn  2013.  All  rights  reserved.              21  

Get all influencers in these 2 tribes Who talk “Vodka”

Tribe insider

4-­‐  Zoom  on  the  tribes  you  are  interes+ed  in    

Page 22: Influencers identification, influencers Marketing with eCairn new features

©  eCairn  2013.  All  rights  reserved.              

5.  Get  the  list  of  influencers  !!!!!!,  we’re  talking  BIG  numbers  and  DEEP  profile      

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Page 23: Influencers identification, influencers Marketing with eCairn new features

©  eCairn  2013.  All  rights  reserved.              

6.  Slice  and  Dice  the  way  you  desire  

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(Influence, Reach, Relevance, Geo, Platform, Social Graph, Earned/Paid/Ads)

Page 24: Influencers identification, influencers Marketing with eCairn new features

©  eCairn  2013.  All  rights  reserved.              

7.    Run  a  campaign    

24  © eCairn 2013. All rights reserved.

from H Timmermann

Page 25: Influencers identification, influencers Marketing with eCairn new features

©  eCairn  2013.  All  rights  reserved.              

8-­‐  Measure  the  Impact  on  your  Campaign  

25  © eCairn 2013. All rights reserved.

Page 26: Influencers identification, influencers Marketing with eCairn new features

©  eCairn  2013.  All  rights  reserved.              

Tribe  Insider,  the  benefits  

• Use  eCairn  tribe  framework  as  a    giant  organized/clustered  focus  group  

• Get  more  granular  insights  i.e  share  of  voice,  brand  performance  and  campaign  results  by  tribe/market/country/ver>cal  

• Iden>fy  strength,  weaknesses  and  compe>>ve  landscape  at  tribe  level  

Tribe insider

Page 27: Influencers identification, influencers Marketing with eCairn new features

©  eCairn  2013.  All  rights  reserved.              

Agenda  

• Needs  we  adress  /  How  we  do  it  • eCairn  conversa5on  tm  new  features  

• Tribe  insider  • Youtube  as  a  channel  

• eCairn  unique  reports  • Use  cases  

Page 28: Influencers identification, influencers Marketing with eCairn new features

©  eCairn  2013.  All  rights  reserved.              

Listen  and  mine  the  Youtube  content  from  Influencers  Relevance,  audience  (octobre)  

Page 29: Influencers identification, influencers Marketing with eCairn new features

©  eCairn  2013.  All  rights  reserved.              

Profile  Influencers  in  Pinterest  

Page 30: Influencers identification, influencers Marketing with eCairn new features

©  eCairn  2013.  All  rights  reserved.               Data  displayed  is  purely  for  illustra>on  

Dashboard  enables  quick  access  to    key  insight  &  benchmarking    

Page 31: Influencers identification, influencers Marketing with eCairn new features

©  eCairn  2013.  All  rights  reserved.              

Agenda  

• Needs  we  adress  /  How  we  do  it  • eCairn  conversa>on  tm  new  features  • eCairn  unique  reports    

Page 32: Influencers identification, influencers Marketing with eCairn new features

©  eCairn  2013.  All  rights  reserved.              

Non-­‐influencers  Low  influencers  

Top  influencers  Medium  influencers  

Your  Blog  

Data  displayed  is  purely  for  illustra>on  

Measure  Your  blog/FB/TwiXer  performance  &    Influence  with  target  audiences    

Page 33: Influencers identification, influencers Marketing with eCairn new features

©  eCairn  2013.  All  rights  reserved.              

Report  1:  Social  Intelligence  Report  

Page 34: Influencers identification, influencers Marketing with eCairn new features

©  eCairn  2013.  All  rights  reserved.              

Report  2:  Social  Presence  Audit    Facebook,  TwiXer,  Pinterest,  Youtube  

Page 35: Influencers identification, influencers Marketing with eCairn new features

©  eCairn  2013.  All  rights  reserved.              

Vincent.van>[email protected]  +33  6  89  38  78  12  Thank  you!  

Page 36: Influencers identification, influencers Marketing with eCairn new features

©  eCairn  2013.  All  rights  reserved.              

Sample  Customers