The document discusses the importance of social media for companies. It notes that social media has changed communications from one-way conversations to two-way interactions where customers can influence discussions. While this presents challenges, it also creates new opportunities to engage customers and build stronger relationships. The document then provides examples of how the eCairn social media platform can help companies map communities, identify influencers, monitor conversations, perform research, and measure impact.

1. eCairn
Community Marketing made Simple
Dominique.lahaix@ecairn.com
650 388 8962
1 Presentation title in footer 1 July 2009

2. Why is Social Media Important for You ?
 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.
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3. Social Media is Real …
 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*
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*Source: March 2009 by Michael Stelzner

4. CXO’s are Investing in Active Listening
 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:*
Emails, call center transcripts 42%
Blogs, Social networking, chat rooms 53%
Employee interactions with customers 81%
* Source: PWC 1Q08 (interview with 118 senior executives – Avg Revenues $7.1b)‫‏‬
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5. Top 10 Social media questions
marketers want answered *
 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?
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*Source: March 2009 by Michael Stelzner

6. Social Media Engagement Process
 *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.
10% 15%
Define Goals & Assess situation
15% Segmenting & Targeting
Listen & Engage
Measure & Reporting
60%
*Source: Survey Michael Stelzner – March 2009 5

7. 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
Top US • Identify hundred’s of influencers in an IT vertical, build its influence through
High Tech outreach to key stakeholders
• Monitor social media conversations about their investment companies and about
Major VC Firm themselves in the VC community
• Measure presence and sentiment in diverse skin care communities, feed
research plan with consumer insights.
•Deep qualitative reporting including influencer map, net promoter scores and
business intelligence for a Mobile Carrier
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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
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9. 1-Map: Find communities and Influencers
Example: Personal Finance in the US
Top x1000’s
Of Personal Finance,
Ranked by influence
Individual
Info on traffic,
Page rank,
Influence …
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10. 1-Map: Understand the eco system
Example: Skin care in France
Luxury
Community
Bio / DIY
Community
Nail
Community
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11. 2-Monitor: Brand
Example: Nestle in Chocolate Community
Volume of
conversations
About Nestle
Last activity/
observations
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12. 2-Monitor: Sentiment analysis
Example: Nestle in Chocolate Community
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13. 3- Research: Trends
Example: Understand who’s talking about
pregnancy in the Fitness Community
Trends of
topic
Who are the
Key people
On topic?
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14. 3- Research: Insights Mining
Example: Contrast perception of HP and IBM in the
Cloud Computing community
More infrastructure
related
More business
process
related
Made using wordle
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15. 3- Research: Analyze launch
Example: (from TCG) Analyze Android Launch in Wireless Community
Topic / orientation
Key events
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16. 4- Influence: Buzz
Example: Engage in selective conversation in the Mom’s community
Maximize the Measure
Buzz, Outreach and
Value of your
engagement
Your effort
Develop your Influence
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17. 4- Influence: Measure impact
Example: “Pilate’s” name and blog influence in the Fitness community
Mentions of
Your brand
Influence
Effort
(links)
Of your content
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18. How do we do this ?
Why us ?
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19. eCairn Social Media Platform
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20. Next Generation Platform
Conversations & Ecosystems
Old generation: search Next generation: social
Keywords Community
Quantity Quantity & Quality
Noise Precision
Lack of Control Control
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21. Key benefits of eCairn :
Community Selection 3 days to build a food community asset
& Mapping that took a food network 12 months to build
eCairn Top 150 Social Media Blog is an industry
Influencers & Clusters reference (97% of positive feedbacks)
identification
3 x in content quality vs comparable community
Quality & Relevance
10x in relevance compared to Google Search.
Adaptive Engagement 0->40 top influencers connections for a
start-up in 3 months
Online Reputation Qualitative ; Zoom into niches (“cloud
Management computing” , “cruise travel”…)
Collaborative Workflow 30% increase in productivity for
an agency doing client research
Multi lingual En, Sp, Pt, Gr, Fr, It …
Clients in US, Europe & Brazil
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