eCairn, Social Media Marketing Platform

Presentation title in footer 1 July 2009 eCairn Community Marketing made Simple [email_address] 650 388 8962

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

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, del.icio.us, 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

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

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

*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

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

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

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 …

1-Map: Understand the eco system Example: Skin care in France Luxury Community Bio / DIY Community Nail Community 9

Volume of conversations About Nestle Last activity/ observations 2-Monitor: Brand Example: Nestle in Chocolate Community 10

2-Monitor: Sentiment analysis Example: Nestle in Chocolate Community 11

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

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

3- Research: Analyze launch Example: (from TCG) Analyze Android Launch in Wireless Community 14 Topic / orientation Key events

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

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

How do we do this ? Why us ? 17

eCairn Social Media Platform 18

Next Generation Platform 19 Old generation: search Next generation: social Conversations & Ecosystems Keywords Community Quantity Noise Lack of Control Quantity & Quality Precision Control

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

eCairn, Social Media Marketing Platform

by eCairn on Oct 28, 2008

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