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Influencers identification, influencers Marketing with eCairn new features

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  • 1. ©  eCairn  2013.  All  rights  reserved.               We  map  the  people  who  ma+er  on  the  social   web  and  make  it  ac>onable  for  brands!    
  • 2. ©  eCairn  2013.  All  rights  reserved.               Agenda   • Needs  we  adress  /  How  we  do  it   • eCairn  conversa>on  tm  new  features   • eCairn  unique  reports    
  • 3. ©  eCairn  2013.  All  rights  reserved.               Needs  we  address   •  Influencer  marke>ng   •  Product/Brand  marke>ng  research   •  Social  marke>ng  extension  (events…)   •  Content  Marke>ng,  content  intelligence   •  Data  Enhancement   •  Media  spend  op>miza>on   •  Lead  Genera>on,  social  Sales   •  Community  management   •  Command  center  extension  
  • 4. ©  eCairn  2013.  All  rights  reserved.               Iden5fy  tribes  and  rank   influencers   •  Map  communi5es  and  iden>fy   influencers   •  Find  your  tribes   •  Rank  the  Influencers  in  'top',   'magic  middle'  and  'long  tail'   •  Map  and  find  out  the  neighbor   clustering  for  your  community   1   We  focus  on     people  who  maXer  
  • 5. ©  eCairn  2013.  All  rights  reserved.               Relevance   Influence   Reach   •  Indicates  focus  of  the  influencer  on  a   given  topic   •  Based  on  frequency  with  which  certain   keywords  or  expressions  are   men>oned  by  the  influencer   •  Scale  from  0  (low)  to  100  (high)   •  The  influencer  writes  and  shares   content  that  impacts  the  opinion  of   peers   •  Primarily  based  on  the  number  of  >mes   peers  within  the  targeted  community   link  back  to  posts  from  the  influencer   •  Scale  from  0  to  100  (Low/med./high)   •  Indicates  numbers  of  community   members  that  subscribe  to  the  content   shared  by  the  influencer   •  Provides  an  indica>on  of  the  poten>al   social  reach  when  the  influencer  is   used  as  a  relay  for  third  party   generated  content   How  we  rank  them  
  • 6. ©  eCairn  2013.  All  rights  reserved.               14  Countries   6  languages   Local  iden>fica>on  
  • 7. ©  eCairn  2013.  All  rights  reserved.               Iden5fy  and  profile  candidates  for   influencers  outreach  campaigns   •  Manage  outreach  and  organize   engagement  with  people  who   maXer   •  Track  ac5vity  for  repor>ng  to   management   •  Socialize  and  crowd  source  your   content     2   Scope  is:   Blog,  Twi+er,   FB,  Youtube,   Linkedin,   Pinterest     We  iden>fy  and  engage  the   people  who  maXer  
  • 8. ©  eCairn  2013.  All  rights  reserved.               Organize  and  analyze   conversa5ons   •  Listen  to  conversa5ons  from  your   social  community  about  relevant   topics  and  about  your  brand   •  Monitor  brands  in  key  ver>cals/   communi>es   •  Track  sen5ment  about  your  brand   •  Benchmark  against  peers   •  Get  insights  for  product   development     3   We  get  insights  and  kpi  from   people  who  maXer  
  • 9. ©  eCairn  2013.  All  rights  reserved.               Measure  performance  of  your  brand/campaign   (here:  Pepsi  Beyonce  Ad)   In  each  target  audience   Data  displayed  is  purely  for  illustra>on  
  • 10. ©  eCairn  2013.  All  rights  reserved.               Data  displayed  is  purely  for  illustra>on   (here:  Pepsi  and  Coke  brands  in  Music  and  Celebri5es)   Coke  has  more   men5ons     In  both  Music   and  Celebri5es     Pepsi   2  big   spikes   Compared  to  compe>tors  
  • 11. ©  eCairn  2013.  All  rights  reserved.               Increase  the  conversion  rate     on  your  web  site   Inplement  the  feed  of  the  key  conversa5ons  of  the   people  who  ma+er  for  your  brand  on  your  web  site     •  Select  the    conversa5ons  from  your   social  community  about  relevant   topics  and  about  your  brand   •  Get  the  feed   •  Implement  it  on  your  web  site   4  
  • 12. ©  eCairn  2013.  All  rights  reserved.              Data  displayed  is  purely  for  illustra>on   +  800  ver>cals  mapped     +  370k  influencers  ranked  
  • 13. ©  eCairn  2013.  All  rights  reserved.               Agenda   • Needs  we  adress  /  How  we  do  it   • eCairn  conversa5on  tm  new  features   • Tribe  insider   • Youtube  as  a  channel   • eCairn  unique  reports    
  • 14. ©  eCairn  2013.  All  rights  reserved.               Compare  the  audiences  composi5on  of  different    brands/topics/people  by  tribe   Our  new  killer  feature,  the  tribe  insider  
  • 15. ©  eCairn  2013.  All  rights  reserved.               Compare  the  audiences  of  different    brands/topics/people  by  countries   Our  new  killer  feature,  the  tribe  insider   0,0% 10,0% 20,0% 30,0% 40,0% 50,0% 60,0% Chanel Louis Vuitton Gucci Hermes Rolex USA UK Latin Am Germany France Canada Brazil Australia
  • 16. ©  eCairn  2013.  All  rights  reserved.               Tribe  Insider,  the  benefits   Understand  the  trends  /SOV  by  tribe  
  • 17. ©  eCairn  2013.  All  rights  reserved.               Example  :  Vodka   17   I’m a Vodka brand ,, I’d like to grow my brand reaching out Influencers However, I don’t want to target any Girl/Guy who just happen to talk about Vodka Right ?
  • 18. ©  eCairn  2013.  All  rights  reserved.               1-­‐  Create  a  Topic   18   Tribe insider
  • 19. ©  eCairn  2013.  All  rights  reserved.               2-­‐  Apply  the  topic  to  eCairn’s  gigabase   19   2- (can be restricted to verticals or countries) *** We call this “tribe insider”, cause we’re techy Tribe insider
  • 20. ©  eCairn  2013.  All  rights  reserved.               3-­‐  Understand  Where  Vodka  is  discussed   20   Gen Y and Music are perfect target for my campaign !!!!!! Tribe insider
  • 21. ©  eCairn  2013.  All  rights  reserved.               21   Get all influencers in these 2 tribes Who talk “Vodka” Tribe insider 4-­‐  Zoom  on  the  tribes  you  are  interes+ed  in    
  • 22. ©  eCairn  2013.  All  rights  reserved.               5.  Get  the  list  of  influencers  !!!!!!,  we’re  talking  BIG   numbers  and  DEEP  profile       22  
  • 23. ©  eCairn  2013.  All  rights  reserved.               6.  Slice  and  Dice  the  way  you  desire   23   (Influence, Reach, Relevance, Geo, Platform, Social Graph, Earned/Paid/Ads)
  • 24. ©  eCairn  2013.  All  rights  reserved.               7.    Run  a  campaign     24   © eCairn 2013. All rights reserved. from H Timmermann
  • 25. ©  eCairn  2013.  All  rights  reserved.               8-­‐  Measure  the  Impact  on  your  Campaign   25   © eCairn 2013. All rights reserved.
  • 26. ©  eCairn  2013.  All  rights  reserved.               Tribe  Insider,  the  benefits   • Use  eCairn  tribe  framework  as  a    giant   organized/clustered  focus  group   • Get  more  granular  insights  i.e  share  of  voice,   brand  performance  and  campaign  results  by   tribe/market/country/ver>cal   • Iden>fy  strength,  weaknesses  and  compe>>ve   landscape  at  tribe  level   Tribe insider
  • 27. ©  eCairn  2013.  All  rights  reserved.               Agenda   • Needs  we  adress  /  How  we  do  it   • eCairn  conversa5on  tm  new  features   • Tribe  insider   • Youtube  as  a  channel   • eCairn  unique  reports   • Use  cases  
  • 28. ©  eCairn  2013.  All  rights  reserved.               Listen  and  mine  the  Youtube   content  from  Influencers   Relevance,  audience  (octobre)  
  • 29. ©  eCairn  2013.  All  rights  reserved.               Profile  Influencers  in  Pinterest  
  • 30. ©  eCairn  2013.  All  rights  reserved.              Data  displayed  is  purely  for  illustra>on   Dashboard  enables  quick  access  to     key  insight  &  benchmarking    
  • 31. ©  eCairn  2013.  All  rights  reserved.               Agenda   • Needs  we  adress  /  How  we  do  it   • eCairn  conversa>on  tm  new  features   • eCairn  unique  reports    
  • 32. ©  eCairn  2013.  All  rights  reserved.               Non-­‐influencers   Low  influencers   Top  influencers   Medium  influencers   Your  Blog   Data  displayed  is  purely  for  illustra>on   Measure  Your  blog/FB/TwiXer  performance  &     Influence  with  target  audiences    
  • 33. ©  eCairn  2013.  All  rights  reserved.               Report  1:  Social  Intelligence  Report  
  • 34. ©  eCairn  2013.  All  rights  reserved.               Report  2:  Social  Presence  Audit     Facebook,  TwiXer,  Pinterest,  Youtube  
  • 35. ©  eCairn  2013.  All  rights  reserved.               Vincent.van>lcke@ecairn.com   +33  6  89  38  78  12   Thank  you!  
  • 36. ©  eCairn  2013.  All  rights  reserved.               Sample  Customers    

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