eCairn Webinar 02-02-10

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These slides correspond to our February 2nd Webinar.

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eCairn Webinar 02-02-10

  1. 1. 1 Presentation title in footer 1 July 2009
  2. 2. Agenda 1. The right mindset 2. 2 different approaches in social media 3. Why use eCairn Conversation(tm)? 4. Case scenario: Lancome
  3. 3. Starting with the right mindset To succeed in positioning your organization in social media, reform begins from within:  We admit our traditional marketing is useless over the social web  Conversations have become unmanageable Next steps: 1. Make a decision to dedicate resources 2. Know what you want out from social media
  4. 4. Different approaches Monitor attitude Targeted listening attitude Your Brand Your Brand Listen to the people relevant to you Observe everything relevant from everyone V S
  5. 5. Why using eCairn Conversation?  Customer research  Community management  Social launch Today’s case scenario: Lancome Customer research
  6. 6. How does it work? Let’s dive into eCairn Conversation(tm) DEMO
  7. 7. Step 1: Identify the influencers Unless you target relevant people, your can't allocate your resource for best ROI “x millions bloggers” “Find a few relevant ones” Search List Relevance Social Rank “Map the community” Top influencers Cross-reference Long Tail
  8. 8. Step 2: Understand the Conversation Example: Beauty community = 66,000 conversations overall 2,500 conversations on Aging
  9. 9. Step 3: Measurement 3 KPI: Share of Mind 200 183 # of Influencers 146 150 100 1. Share of Mind 50 51 57 11 11 0 Influencers (13 total) Magic Middle (72 Long Tail (440 total) total) Lancôme Clinique 1. Share of Voice Share of Voice 100 80 60 40 20 0 Jun Jul Jul Apr Aug Sep Sep May May Lancome Clinique 1. Share of Conversation Share of Aging Share of Aging (# of conversations) 119 20 114 15 10 5 0 3326 Jul Jul Jun Jun Oct May May Sep Sep Aug Aug Aug Apr Apr Lancome Clinique Other Lancom e Clinique
  10. 10. Thank you Virginie.glaenzer@ecairn.com Conversation+partners@ecairn.com

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