influencers identification, influencers marketing with ecairn new features
TRANSCRIPT
© eCairn 2013. All rights reserved.
We map the people who ma+er on the social web and make it ac>onable for brands!
© eCairn 2013. All rights reserved.
Agenda
• Needs we adress / How we do it • eCairn conversa>on tm new features • eCairn unique reports
© 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
© 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
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We focus on people who maXer
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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
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14 Countries 6 languages
Local iden>fica>on
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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
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Scope is: Blog, Twi+er, FB, Youtube, Linkedin, Pinterest
We iden>fy and engage the people who maXer
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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
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We get insights and kpi from people who maXer
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Measure performance of your brand/campaign (here: Pepsi Beyonce Ad)
In each target audience
Data displayed is purely for illustra>on
© 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
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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
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© eCairn 2013. All rights reserved. Data displayed is purely for illustra>on
+ 800 ver>cals mapped + 370k influencers ranked
© 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
© eCairn 2013. All rights reserved.
Compare the audiences composi5on of different brands/topics/people by tribe
Our new killer feature, the tribe insider
© 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
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Tribe Insider, the benefits
Understand the trends /SOV by tribe
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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 ?
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1-‐ Create a Topic
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Tribe insider
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2-‐ Apply the topic to eCairn’s gigabase
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2- (can be restricted to verticals or countries) *** We call this “tribe insider”, cause we’re techy
Tribe insider
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3-‐ Understand Where Vodka is discussed
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Gen Y and Music are perfect target for my campaign !!!!!!
Tribe insider
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Get all influencers in these 2 tribes Who talk “Vodka”
Tribe insider
4-‐ Zoom on the tribes you are interes+ed in
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5. Get the list of influencers !!!!!!, we’re talking BIG numbers and DEEP profile
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6. Slice and Dice the way you desire
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(Influence, Reach, Relevance, Geo, Platform, Social Graph, Earned/Paid/Ads)
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7. Run a campaign
24 © eCairn 2013. All rights reserved.
from H Timmermann
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8-‐ Measure the Impact on your Campaign
25 © eCairn 2013. All rights reserved.
© 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
© 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
© eCairn 2013. All rights reserved.
Listen and mine the Youtube content from Influencers Relevance, audience (octobre)
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Profile Influencers in Pinterest
© eCairn 2013. All rights reserved. Data displayed is purely for illustra>on
Dashboard enables quick access to key insight & benchmarking
© eCairn 2013. All rights reserved.
Agenda
• Needs we adress / How we do it • eCairn conversa>on tm new features • eCairn unique reports
© 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
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Report 1: Social Intelligence Report
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Report 2: Social Presence Audit Facebook, TwiXer, Pinterest, Youtube
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Vincent.van>[email protected] +33 6 89 38 78 12 Thank you!
© eCairn 2013. All rights reserved.
Sample Customers