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    Zoom   E Cairn Customer Svama Presentation V3.2 Slide 22 Edited Zoom E Cairn Customer Svama Presentation V3.2 Slide 22 Edited Presentation Transcript

    • Zoom &ConfidentialeCairn eCairn Confidential
    • Welcome to the SVAMA …………………. Emerging Media Morning Forum Bruce Rossiter  Chairman of the EMMF, this morning’s Moderator, and a certified Social Media Strategist for Zoom Sales & Marketing, and Dominique Lahaix  CEO, eCairn, this morning’s presenter and winner of Forrester’s Groundswell Award for 2010 – B2B Listening. 11-23-2010Zoom &ConfidentialeCairn eCairn Confidential
    • Technorati has accounted for over 126,000,000 bloggers worldwide* *As tracked by BlogPulse, http://royal.pingdom.com/2010/01/22/internet-2009-in- numbers/ 3Zoom &ConfidentialeCairn eCairn Confidential
    • This picture contains about 37,000 ants. It would take another3370 of these charts to represent the number of bloggers.Zoom &ConfidentialeCairn eCairn Confidential
    • How do you communicate with 126,000,000 bloggers? The usual way is one at a time. 5Zoom &ConfidentialeCairn eCairn Confidential
    • How can we leverage engaging with thousands of prospects? This is where Influencer Target Marketing becomes important. Influencers have wide readership and their influential reader’s also pass on the message. 6Zoom &ConfidentialeCairn eCairn Confidential
    • What is an Influencer? An influencer is not someone that has special powers over a large number of people. An influencer is an everyday person who has an outsized influence on their peers because of how much content they share online and by the number of links they have to other people of influence. They exert their influence on purchasing decisions by rating products, commenting or publishing opinions, and participating in conversations across the web. 7Zoom &ConfidentialeCairn eCairn Confidential
    • Most people realize that when making high- consideration purchases, they can make better and more informed decisions when they take into account the advice and experience of others who have made these decisions before.Zoom &ConfidentialeCairn eCairn Confidential
    • Influencer Target Marketing is becoming as important as marketing directed toward a companies potential customers.  A company can not afford to address just its potential customers.  It must direct its messages and conversations toward influencers that engage with its potential customers.Zoom &ConfidentialeCairn eCairn Confidential
    • Spreading the Net Coupling Social Influence Marketing and Social Media • Traditional media only addresses the 5% to 15% of the market that is ready to buy at any one moment. • Social media involves engagement with 100% of a market through conversations that builds trust over time so that prospects will seek out the company when they are ready to buy. • Social Influence Marketing is the leverage one needs to get through the howl of noise put up by 126,000,000 bloggers. 10Zoom &ConfidentialeCairn eCairn Confidential
    • So it is time to turn the presentation over to our Influencer-in-Chief, Dominique Lahaix, who will tell us about the world of influencers. Ta Da! 11Zoom &ConfidentialeCairn eCairn Confidential
    • eCairn Influencer Target Marketing Dominique.lahaix@ecairn.com 12 Presentation title in footer 1 July 2009eCairn Confidential
    • What we do! MARKETING TEAMS Engage COMMUNITIES SaaS eCairn Conversation™ …….. Listen & LearnZoom &ConfidentialeCairn eCairn Confidential
    • Customers Influencer Target Marketing success stories with enterprises, agencies, and individuals.Enterprises Top swiss brandAgenciesConsultants Gunther, Tatiana, Morgane, Marketing Guru Business Intelligence PR & Social Media Los Angeles Sao Paolo Paris Zoom &Confidential eCairn eCairn Confidential
    • A Virtual Community is a large groups of people, highly passionate, and highly interconnected (blogs, tweets, Facebook, LinkedIn). MOMMY BLOGGERS, Geeks, Travelers, Stamps Lover, Frugals, Cloud Computing Experts, Gamers, Naruto fans, Fashionistas, Cruise Addicts, CELEBRITIES, CORPORATE RESPONSIBILITY, Bartenders, 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, Pheasants Hunters… ... and 1,000’s moreZoom &ConfidentialeCairn eCairn Confidential
    • Where does eCairn fit ? Influencers Branded Virtual Social Web Communities Communities Enterprise 2.0 Social Media Targeting Social Media Monitoring •Jive •eCairn •Radian6, SM2 •Lithium •Visible, ScoutlabsZoom &ConfidentialeCairn eCairn Confidential
    • Influencer Target Marketing Training - Overview is a 4 stepsprocess Companies can achieve more 1. Find then 80% of the potential communities, value of a seeding program identify by targeting fewer than 5%  Share of Voice influencers  Share of Mind of the potential customers*.  Share of Topic 4. Measure 2. Understand results the conversation  Listen to influencers• Buzz 3. Build and  Search & filter• Outreach manage an  Annotate & share• Content Marketing Analyze and view trends• Private community integrated • Advertising community PlanZoom &ConfidentialeCairn eCairn Confidential
    • Creating contentZoom &ConfidentialeCairn eCairn Confidential
    • Zoom &ConfidentialeCairn eCairn Confidential
    • Zoom &ConfidentialeCairn eCairn Confidential
    • eCairn Results for 10 SVAMA- EMMF Registrant’s Company Websites Website Rank by Alexa Example: Site #9 ranks as in the top 5,100,000 websites. Alexa 14000000 12000000 8800000 6211000 5100000 3200000 3000000 1900000 1000000 450000 80000 one two three four five six seven eight nine ten ecairnZoom &ConfidentialeCairn eCairn Confidential
    • eCairn Results for 10 SVAMA- EMMF Registrant’s Company Websites 11-23-2010 0% 9% 27% 45%55% 37% 18% 9% With blog Without a blog Without social profiles One Two Three Four Five 22 Zoom &Confidential eCairn eCairn Confidential
    • Influencer Target Market increased readership to eCairn’s blogs by over 1000% Average 1,000%+ increase for 6,100 unique visitors First 6 blogs not engineered next 25 engineered blogs from a single postZoom &ConfidentialeCairn eCairn Confidential
    • eCairn in Content Marketing  Where do people find us ? Social Media!Zoom &ConfidentialeCairn eCairn Confidential
    • How do we work? “leverage the community in both message creation and distribution” Application on Bruce’s caseZoom &ConfidentialeCairn eCairn Confidential
    • Message Creation - Process 2 1 >Conversation Tab 3 - Content >Explorer Tab - Linkss Augmented content - Correlated ideas - Links Idea Topic - In target - References, Citations communities - SEOZoom &ConfidentialeCairn eCairn Confidential
    • Message Creation – Bruce’s PostZoom &ConfidentialeCairn eCairn Confidential
    • Target community: Sales & Marketing 1Zoom &ConfidentialeCairn eCairn Confidential
    • When Sales bloggers talk Voicemail on the week of Bruce’s post they talk…1 Why Old Spice?????Zoom &ConfidentialeCairn eCairn Confidential
    • 2 Enrich the content withZoom &ConfidentialeCairn eCairn Confidential
    • And … 2 THE Chris Brogan, 1000 RT per day (non audited number)Zoom &ConfidentialeCairn eCairn Confidential
    • And … 2Zoom &ConfidentialeCairn eCairn Confidential
    • 2Zoom &ConfidentialeCairn eCairn Confidential
    • Augmented content 3 What does think about voicemails?Zoom &ConfidentialeCairn eCairn Confidential
    • Message Creation - recap 2 1 >Conversation Tab 3 - Content >Explorer Tab - Linkss Augmented content - Correlated ideas - Links Idea Topic - In target - References, Citations communities - SEO 4 Primary Target Content Secondary Target Measurable itemZoom &ConfidentialeCairn eCairn Confidential
    • Content distributionZoom &ConfidentialeCairn eCairn Confidential
    • Message Distribution Process 3Augmented Content Outreach Campaign Buzz Campaign 4 Primary Target >Community Tab - Community List & Social Graphs 5 - Outreach target Viral Effect Secondary Target - Buzz Target (Topics)Zoom &ConfidentialeCairn eCairn Confidential
    • Primary Target: Influencers and people mentioned in the message 4Zoom &ConfidentialeCairn eCairn Confidential
    • Secondary Target: people talking VM 5Zoom &ConfidentialeCairn eCairn Confidential
    • MeasureZoom &ConfidentialeCairn eCairn Confidential
    • Measure  Share of Voice  Influence of your blogZoom &ConfidentialeCairn eCairn Confidential
    • Measure  Share of mind  And # of relevant followers and friends…Zoom &ConfidentialeCairn eCairn Confidential
    • Thank You Influencer Target Marketing www.zoomsales.biz www.ecairn.comZoom &ConfidentialeCairn eCairn Confidential