eCairn, Social Media Marketing Platform


Published on


Published in: Technology, Business
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

eCairn, Social Media Marketing Platform

  1. 1. Presentation title in footer 1 July 2009 eCairn Community Marketing made Simple [email_address] 650 388 8962
  2. 2. <ul><li>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. </li></ul><ul><li>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. </li></ul>Why is Social Media Important for You ? 1
  3. 3. <ul><li>20+ million US Bloggers – 1.7 million profiting </li></ul><ul><li>30+ million Internet discussion boards and forums </li></ul><ul><li>Forrester: Marketers to increase SMM spending by 53% </li></ul><ul><li>The top benefit of SMM for marketers:* </li></ul><ul><li>The Top social media tool: </li></ul><ul><ul><li>Twitter, blogs, LinkedIn, Facebook,, forums </li></ul></ul><ul><li>Nearly all marketers who’ve been doing SMM for years report it generates exposure for their business & 65% strongly agree* </li></ul>*Source: March 2009 by Michael Stelzner Social Media is Real … 2
  4. 4. <ul><li>Gartner: 75% of Fortune 1000 are eager to be involved in Social Networking initiatives for marketing & customer relations </li></ul><ul><li>What Companies use most to analyze customer information:* </li></ul>* Source: PWC 1Q08 (interview with 118 senior executives – Avg Revenues $7.1b)‏ CXO’s are Investing in Active Listening 3
  5. 5. <ul><li>What are the best tactics to use? </li></ul><ul><li>How do I measure the effectiveness of social media? </li></ul><ul><li>Where do I start? </li></ul><ul><li>How do I manage the social balance? </li></ul><ul><li>What are the best sites and tools out there? </li></ul><ul><li>How do I make the most of my available time? </li></ul><ul><li>How do I find and focus my efforts on my target audience? </li></ul><ul><li>How do I convert my social media marketing efforts into tangible results? </li></ul><ul><li>How do I cohesively tie different social media efforts together? </li></ul><ul><li>Does social media marketing work, and if so, how effective it is? </li></ul>*Source: March 2009 by Michael Stelzner Top 10 Social media questions marketers want answered * 4
  6. 6. <ul><li>*How much time does it take? </li></ul><ul><ul><li>64% of marketers are using social media for 5 hours or more each week & 39% for 10 or more hours weekly. </li></ul></ul>*Source: Survey Michael Stelzner – March 2009 Social Media Engagement Process 5
  7. 7. <ul><li>Deep qualitative reporting including influencer map, net promoter scores and business intelligence for a Mobile Carrier </li></ul>eCairn: Solution for Social Media Marketing <ul><li>Community mapping & influencers identification and assessment </li></ul><ul><li>Real time collection and cleansing of conversations from blogs, twitter, social networks, forums, Q&A, aggregators and video sites </li></ul><ul><li>Collaborative workflow design to maximize productivity of client and agency teams. </li></ul><ul><li>Reporting on brand presence, participation and sentiment </li></ul><ul><li>Discover insights and measure market trends </li></ul><ul><li>Identify hundred’s of influencers in an IT vertical, build its influence through outreach to key stakeholders </li></ul><ul><li>Measure presence and sentiment in diverse skin care communities, feed research plan with consumer insights. </li></ul><ul><li>Monitor social media conversations about their investment companies and about themselves in the VC community </li></ul>6 Major VC Firm Top US High Tech
  8. 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. 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. 10. 1-Map: Understand the eco system Example: Skin care in France Luxury Community Bio / DIY Community Nail Community 9
  11. 11. Volume of conversations About Nestle Last activity/ observations 2-Monitor: Brand Example: Nestle in Chocolate Community 10
  12. 12. 2-Monitor: Sentiment analysis Example: Nestle in Chocolate Community 11
  13. 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. 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. 15. 3- Research: Analyze launch Example: (from TCG) Analyze Android Launch in Wireless Community 14 Topic / orientation Key events
  16. 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. 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. 18. How do we do this ? Why us ? 17
  19. 19. eCairn Social Media Platform 18
  20. 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. 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