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eCairn Webinar 02-02-10
eCairn Webinar 02-02-10
eCairn Webinar 02-02-10
eCairn Webinar 02-02-10
eCairn Webinar 02-02-10
eCairn Webinar 02-02-10
eCairn Webinar 02-02-10
eCairn Webinar 02-02-10
eCairn Webinar 02-02-10
eCairn Webinar 02-02-10
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eCairn Webinar 02-02-10

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These slides correspond to our February 2nd Webinar.

These slides correspond to our February 2nd Webinar.

Published in: Business, Technology
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Transcript

  • 1. 1 Presentation title in footer 1 July 2009
  • 2. Agenda 1. The right mindset 2. 2 different approaches in social media 3. Why use eCairn Conversation(tm)? 4. Case scenario: Lancome
  • 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. 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. Why using eCairn Conversation?  Customer research  Community management  Social launch Today’s case scenario: Lancome Customer research
  • 6. How does it work? Let’s dive into eCairn Conversation(tm) DEMO
  • 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. Step 2: Understand the Conversation Example: Beauty community = 66,000 conversations overall 2,500 conversations on Aging
  • 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. Thank you Virginie.glaenzer@ecairn.com Conversation+partners@ecairn.com

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