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eCairn, Social Media Marketing Platform


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  • 1. Presentation title in footer 1 July 2009 eCairn Community Marketing made Simple [email_address] 650 388 8962
  • 2.
    • Social media is dramatically changing how companies communicate, market and sell their products and service. It is changing the dynamic between companies and their customers.
    • What used to be a one-way conversation in which companies told customers why to purchase has turned into a conversation. Now, customers can play a major role in what's being said publicly about your products and brand. While this is a challenge for many companies, it's also a exciting new opportunity to engage with customers in new and different ways to build stronger relationship, enhanced loyalty and higher sales.
    Why is Social Media Important for You ? 1
  • 3.
    • 20+ million US Bloggers – 1.7 million profiting
    • 30+ million Internet discussion boards and forums
    • Forrester: Marketers to increase SMM spending by 53%
    • The top benefit of SMM for marketers:*
    • The Top social media tool:
      • Twitter, blogs, LinkedIn, Facebook,, forums
    • Nearly all marketers who’ve been doing SMM for years report it generates exposure for their business & 65% strongly agree*
    *Source: March 2009 by Michael Stelzner Social Media is Real … 2
  • 4.
    • Gartner: 75% of Fortune 1000 are eager to be involved in Social Networking initiatives for marketing & customer relations
    • What Companies use most to analyze customer information:*
    * Source: PWC 1Q08 (interview with 118 senior executives – Avg Revenues $7.1b)‏ CXO’s are Investing in Active Listening 3
  • 5.
    • What are the best tactics to use?
    • How do I measure the effectiveness of social media?
    • Where do I start?
    • How do I manage the social balance?
    • What are the best sites and tools out there?
    • How do I make the most of my available time?
    • How do I find and focus my efforts on my target audience?
    • How do I convert my social media marketing efforts into tangible results?
    • How do I cohesively tie different social media efforts together?
    • Does social media marketing work, and if so, how effective it is?
    *Source: March 2009 by Michael Stelzner Top 10 Social media questions marketers want answered * 4
  • 6.
    • *How much time does it take?
      • 64% of marketers are using social media for 5 hours or more each week & 39% for 10 or more hours weekly.
    *Source: Survey Michael Stelzner – March 2009 Social Media Engagement Process 5
  • 7.
    • Deep qualitative reporting including influencer map, net promoter scores and business intelligence for a Mobile Carrier
    eCairn: Solution for Social Media Marketing
    • Community mapping & influencers identification and assessment
    • Real time collection and cleansing of conversations from blogs, twitter, social networks, forums, Q&A, aggregators and video sites
    • Collaborative workflow design to maximize productivity of client and agency teams.
    • Reporting on brand presence, participation and sentiment
    • Discover insights and measure market trends
    • Identify hundred’s of influencers in an IT vertical, build its influence through outreach to key stakeholders
    • Measure presence and sentiment in diverse skin care communities, feed research plan with consumer insights.
    • Monitor social media conversations about their investment companies and about themselves in the VC community
    6 Major VC Firm Top US High Tech
  • 8. What you can do with eCairn Conversation ™ 1- Map Communities & identify Influencers 2 – Monitor your brand and sentiment in key communities 3- Listen and do primary Research in communities 4- Build up your own Influence & measure your impact 7
  • 9. Top x1000’s Of Personal Finance, Ranked by influence 1-Map: Find communities and Influencers Example: Personal Finance in the US 8 Individual Info on traffic, Page rank, Influence …
  • 10. 1-Map: Understand the eco system Example: Skin care in France Luxury Community Bio / DIY Community Nail Community 9
  • 11. Volume of conversations About Nestle Last activity/ observations 2-Monitor: Brand Example: Nestle in Chocolate Community 10
  • 12. 2-Monitor: Sentiment analysis Example: Nestle in Chocolate Community 11
  • 13. Who are the Key people On topic? Trends of topic 3- Research: Trends Example: Understand who’s talking about pregnancy in the Fitness Community 12
  • 14. Made using wordle 3- Research: Insights Mining Example: Contrast perception of HP and IBM in the Cloud Computing community More infrastructure related More business process related 13
  • 15. 3- Research: Analyze launch Example: (from TCG) Analyze Android Launch in Wireless Community 14 Topic / orientation Key events
  • 16. Buzz, Outreach and Develop your Influence Maximize the Value of your engagement Measure Your effort 4- Influence: Buzz Example: Engage in selective conversation in the Mom’s community 15
  • 17. Effort Mentions of Your brand Influence (links) Of your content 4- Influence: Measure impact Example: “Pilate’s” name and blog influence in the Fitness community 16
  • 18. How do we do this ? Why us ? 17
  • 19. eCairn Social Media Platform 18
  • 20. Next Generation Platform 19 Old generation: search Next generation: social Conversations & Ecosystems Keywords Community Quantity Noise Lack of Control Quantity & Quality Precision Control
  • 21. Key benefits of eCairn : Multi lingual Community Selection & Mapping Influencers & Clusters identification Quality & Relevance Adaptive Engagement Online Reputation Management Collaborative Workflow En, Sp, Pt, Gr, Fr, It … Clients in US, Europe & Brazil 3 days to build a food community asset that took a food network 12 months to build eCairn Top 150 Social Media Blog is an industry reference (97% of positive feedbacks)‏ 3 x in content quality vs comparable community 10x in relevance compared to Google Search. 0->40 top influencers connections for a start-up in 3 months Qualitative ; Zoom into niches (“cloud computing” , “cruise travel”…) 30% increase in productivity for an agency doing client research 20