Training Material for the eCairn Conversation tm Platform

1. Conversation
Training
http://www.ecairn.com

2. Contents
Section 1 Overview
Section 2 Structure & Design Pattern of the Application
Section 3 Community Mapping & People Profiling
Section 4 Listening & Collaboration
Section 5 Dashboard
Section 6 Reporting & Integration
❑ Influencer collection
❑ Finding & Profiling Influencers
❑ Network Analysis
❑ Listening
❑ Topics
❑ Annotating
❑ Expression Explorer
❑ Top Domains/
Articles
❑ Outreach
Campaign
❑ Weekly emails
❑ RSS
❑ Zapier

3. Section 1:
Overview
eCairn Conversation™ Training

4. Overview
Technology is just one piece of the puzzle:
Have a strategy (where you're going and what you want to do) and a clear
purpose.
Have goals and metrics (to determine if you're doing what you want)
Have the right level of resource and time to participate. Be patient.
❑ Market Research
❑ Influencer Programs
❑ Community Building
❑ Content Intelligence
❑ Event Marketing

5. Process
2. Understand
(content, topics,
social graph)
3. Build
integrated social
marketing
programs
1. Map tribes,
identify
influencers
4. Measure
results &
Social pick up
• Influencer Programs
• Community &
Ambassadors
• Content Intelligence
• Event Marketing
• Market Research
Companies can achieve more than 80% of the potential value
of a seeding program by targeting fewer than 5% of the potential customers

6. eCairn Conversation™ Training
Section 2:
Structure & Design
Pattern of the
Application

7. Workgroup
Users
• Joe (Project Admin)
• Mary
• John
• Mike (Project Admin)
• Geoff
Project 2
Joe, Mary, Mike
Project N
Mike, John, Mary, Geoff
. . .
Project 1
Joe, John, Geoff
Projects
Relevant
Influencers/
Tribe
Conversations from blogs or
specific searches on social
media sites such as:
How is the application organized?

8. Key Navigation Elements
Profile: Change your
username, email
address, password here

9. Key Navigation Elements
Community Tab
-to manage and
search/filter on people
Conversations Tab
- Real time list of
conversations coming from
these people (multi socnet)
Dashboard Tab
- Data and graphs to
assess key performance
indicators

10. Key Navigation Elements
Edit Settings (Admin)
To update project details
Manage Labels (Admin)
To configure labels and values used to
organize the community list
Manage Contexts (Admin)
To configure listening contexts
Manage Team (Admin)
To add/edit/delete users
Manage Campaigns (Admin)
To add/edit/delete campaigns
Manage Networks (Admin)
To configure “Connect App”
Manage Topic Trends (Admin)
To create trends emails

11. Search & Filtering Bar
List of Entries:
- People in the Community Tab
- Conversations in the Conversations Tab
Key Navigation Elements

12. Initializing Workgroups
Users:
• Workgroup – No limit to # of users
• Role: Admin vs User vs Contributor
• Can have more than one admin in a workgroup
• Admins may assign users to a project
• Create user
• Login -> Home page -> Add a user button .User receive a notification and can
edit their profile by clicking on their name (top/right)
Projects:
• Container for relevant social media influencers
• Any page that has an RSS feed (Blogs, Twitter account, Facebook page..)
• Limit to # of projects defined by subscription level
• Admin creates & manages projects
• Create project
• Login -> Home page -> New project button -> Enter name/description -> Assign
users to new project -> Add sources

13. eCairn Conversation™ Training
Part 3:
Community Mapping &
People Profiling

14. People Discovery, Ranking & Profiling
Want to find an answer to the following questions?
❑ Who are the key voices in my community?
❑ How relevant is this influencer for a given topic?
❑ How deep is his/her reach?
❑ How do I understand more about them?
❑ How do I find the perfect micro influencer, content partner, ambassador
❑ When engaging with a specific influencer ?
With eCairn Conversation™ you can:
❑ Map one of more of your target markets
❑ Profile influencers by relevance, influence, reach, location, socio demo,
professional profiles and social graph.
❑ Identify who influencers are and learn more about them
❑ Understand who is influenced by them
❑ Find the right influencer for the right partnership
❑ Engage with them, based on what they talk about

15. People Collection
Add People: Community Tab -> Add People
Several mechanisms to build lists :
#1 Use eCairn services
#2 Import your own influencers/ lists (by Twitter id, LinkedIn id, email or
phone #).
#3 Bookmark people as you surf the web
#4 Search in the Mega eCairn DB (Q4)
#5 Import lists of followers of specific accounts (Q4)

16. #3. Bookmark people:
Add the bookmarklet to your browser bar and bookmark as you
surf the web
Allows you to
add people as
you surf
#2. Import your own influencers:
Your Team imports Relevant People (to add to your project ):
Import from a file or
Enter URLs/ @xyz
(one per line)
People Collection Cont.

17. eCairn Conversation™ automatically subscribes and aggregates all conversations
published by people added in your project (Twitter/Blog/Youtube):
People Collection Cont.
• Listen to people in your
project
• Search & Filter
• Annotate & Share
• Analyze & View Trends

18. People Collection – Extensions
Social Media Type Supported? Feature Set Comments Example
Twitter Yes •Manual Addition of Individual accounts
•Keyword search
or
• Turn on Twitter channel
Blog Yes •List Building & Management
•Ranking and Profiling
Forums Private – No
Public – Yes
•Manual Addition •Public forums must
have an RSS
•Add the RSS feed for
the relevant
categories for you
Diabetes Public
Forum
(select the RSS feed
for Diabetes and
Pregnancy if that’s
what you want)
Mainstream Media Yes •Manual Addition of individual pages •Must have an RSS
YouTube Yes •Turn on YouTube channel
or
•Manual Addition of Channels
•Keyword search
•RSS for posted
videos only

19. Lists, Maps, Social Graph
Now, you’ve built a list, what can you do with it?

20. The List

21. Influencers Profiling & Selection
i. Relevance: to a topic (people mentioning the topic
often)
i. Influence: (Based on use of content in blog & twitter)
i. Reach: (# of people reached from different social
networks)
i. Geolocation
i. Label: Your own taxonomy
i. Social Network: People with social networks we detected
in Facebook, Twitter, YouTube, Pinterest, LinkedIn,
Github…).
i. Gender & Age: Based on picture analysis
i. Owner: Project team member who has added the
influencer in the project.

22. Most Influential:
Micro influencers
Most relevant on a topic:
Collaborative Content
Production
Highest reach:
Content Amplification
Profiling Influencers

23. Social Profiles
Job Title, Company, Location
Identify multiple social profiles along with profile’s info

24. Gender
& Age
Expertise
&
Behavior
Bio and Picture mining

25. Profiling: People Card
Hover mouse over the
picture (or blue icon)
to display the influencer
card

26. Social Network Detection
• Social Network account detection allows you to find social network profiles
belonging to the influencer.
• Available social networks:
• Twitter
• LinkedIn
• YouTube
• GitHub
• Facebook
• Pinterest
• Facebook Pages
• Instagram
• Clicking a badge does one of several actions, depending whether we
discovered the profile of the person
• If yes: Opens the user’s profile on a separate tab.
• If no: Displays an abridged version of their LinkedIn page (with links to
profile)
Hovering the cursor over the
icon
displays a mini feed of the
user’s most recent tweets

27. Social Network Filtering
• Social Network detection is automatically
enabled
• At this point in time, Conversation detects
social networks only when there is a badge on
the influencer’s page
• To view the social networks detected in the
community, click on the “by Networks…” filter
• From there you will see a drop-down menu
under the “by Social Networks” filter
• This will bring down a menu that displays the
social networks attributed to each influencer
in the community.
• To view a specific social network, you can
select it on the drop-down menu. (This hides
the icons for the other social networks)
• You can also filter by reach on a specific
social network

28. Profiling, Building a Taxonomy
Create a taxonomy with labels and values
• To categorize similar people
• Labeling can be done manually or in bulk
- Labeling: You found 14 CMO’s in the US,
interested in Community Management
- You can label them for fast retrieval or for
filtering
Example:

29. Influencers Profiling: Geolocation
eCairn Conversation™ discovers the location of
influencers:
(When the information is available publicly)
Use case:
Mouse over the people card icon
Select the Contact tab
View locations of an influencer
Search for influencers in a certain
location:
By country, State, City, and proximity
to a location

30. Profiling, Building a Taxonomy
Create a taxonomy with labels and values
• To categorize similar people
• Labeling can be done manually or in bulk
- Labeling: You found 14 CMO’s in the US,
interested in Community Management
- You can label them for fast retrieval or for
filtering
Example:

31. Influencer Profiling: Network Analysis
Export data or pictures
Customize the graph
Focus on strong connections
Adjust the number of clusters
Click to analyze a
Specific influencer

32. Influencer Profiling: Network Analysis
View a Map of your Community (or subset of)
To view a map, select the group of people of your choice -> select the “Network”
option
Orange =
Lancôme
Green =
Clinique
Yellow =
Both
Blue =
None
Cluster View
Brand View
1 Color = 1
Cluster

33. Influencer Profiling: Network Analysis Cont.
Profile one person Degrees of Separation

34. Exporting List of people
- You can export any group of people from the project
- First line has the description of the columns

35. eCairn Conversation™ Training
Part 4:
Listening &
Collaboration

36. Listening & Collaboration
How do you answer the following questions?
❑ Can I listen to several thousands people in a niche market?
❑ How do I understand what these people talk about, what topics are
trending?
❑ How do I track the share of conversation of my brand/product/topic
in the community?
❑ How do I capitalize on every team member's participation? Enforce
consistency and governance?
❑ How do I find high quality relevant content to share, curate,
distribute?
With eCairn Conversation™ you can:
❑ Scan and read 1000s of conversations per day collaboratively.
❑ View trends & topic clouds to help with understanding, diagnostics
and decision making.
❑ Find articles that are already shared in the community
❑ Track how you and your team interact with the community over
time.
…. And all this noise free and without having to build complex
topics

37. Collaborative Workflow
• Focus on individuals who can help you achieve your goals
• Focus on people with specific reach, influence, platform presence, socio demo,
location, campaign
• Understand individual influencer's own network in the community
• Personalize your engagement (i.e.: outreach with a story linked to relevant
conversations from your target.)
• Track and measure how you grow relationships
• Pinpoint who:
• Talks the most about you (or your competitors or your topic of choice)
• Are your detractors and promoters
• You engaged the most with overtime

38. Listening
eCairn Conversation™ aggregates automatically under the Conversation tab all conversations from
people in the Community tab (feed must be present)
Listen: Rich feature set to help you zoom on what's important for you
Configure
Topics
Refine Options
Filter by
platform
Built in
Search
View Trends,
Text Mine
Export by
platform
Filter by
date
Easy to scroll
“Engaged” articles turn green

39. Listening /Advanced search
By Gender
By Campaign
By Influence
By Soc Network
By Label
Rich Topics
with quorum,
quotas,
proximity …

40. Topics
Built in state-of-the-art search engine allows some sophisticated search:
Syntax
& (AND) by default, I (OR) , - (NOT)
i.e.: Apple | iPhone 3G has the same meaning than apple OR iPhone NOT 3G.
Query possible on one line (default), extended query (click on advanced
search)
has multiple OR and one NOT, for complex queries it's easier to use
the extended query mode.
Proximity
“Apple iPhone 3G"~4 This query means that there must be less than a 7 (3+4)
word span which contains all three words
i.e.: "I bought an iPhone in the apple store , it's the new 3g one" won't be
matched
"I bought an iPhone 3g in the apple store is matched
Quorum
“Apple iPhone 3G"/2 This query means 2 out of 3 words matching
i.e.: "I bought an iPhone 3G" is matched.

41. Topics
Symbol
Search on $ (and other currency), % (and other symbol).
i.e.: “iPhone $” will match posts where iPhone and the symbol $ is present.
More Options
Search URLs. i.e.: http://myblog.com or http://youtube.com/abcd
For YouTube videos the query http://youtube.com or youtube.com
will match all YouTube videos links
Search on title only or content only
Title: iPhone
Content: iPhone

42. Topics
• Topics: Where most of the action takes place
• Real time Listening to specific brand/product/topic
• Research on specific brand/product/topic + competitive
analysis
• Understand a brand/product/topic share of voice:
• Share of Conversation
• Key influencers
• Evaluate and measure team participation
• Identification of influencers for a specific topic
• Understand influencers by tracking ‘best posts’
and who refers to them the most.
• Track and Measure outreach
• Track and Measure inbound link on SM content (blog
posts..)
• Publishing/ Curating hyper relevant articles

43. Topics Cont.
RSS feed – Available on Topics and Search - Convenient
for sharing curated social media
information or team activity.
To create an RSS feed, click on the Subscribe button at the
top of the screen
• Set-up:
• To track specific topics automatically (product/service
names, concepts/trends, person name, competitors…)
• Create or Edit Topics:
• Conversation tab -> Click on the 'New Topic' button
at the top -> Enter keywords and additional options
-> Click on ‘create topic’ -> Enter name and
description -> Click ‘Save’ -> Topic name is added to
the list in the right-side bar.
• Or Click on “Advanced Search” on the right of the search box

44. Visualize Trends on topics or search by clicking on the “Trends” button at the top of the search bar:
- Six-month history of volume and % of conversation
- zoom in on any particular week (to perform diagnostics).
Topics Trends
3- View by month/week/day
4- List of converastions
1- Back to Conversation List
2- Export conversations or graphs
4- Number and
% of overall
conversations

45. • Export:
• Export graphs and data to build custom reports
- Export graphs as a .jpg, .png or the raw data as csv.
- Export conversations as .rtf (compatible with any word processor), xls or
csv.
Note: Team annotations are included in the conversations export.
Topics Cont.

46. Annotations
❑ Six different action types (Recommend, Rate, Track comment, Forward, Action plan, Add Note)
❑ Add your own knowledge
❑ Traceability (every annotation is stored in your project forever).
Annotated conversation have a different look and feel in the post list from others.
❑ Shared across project team
❑ Retrieve annotated conversations with the 'all' drop down menu in the search box.
❑ Share in one click in Twitter, Facebook, LinkedIn and Buffer

47. Annotations Cont.
Type: Usage:
Recommend Alert team members to a particular article. Gather insight from
workgroup.
Rating Append a rating (positive, negative or neutral) to keep track of the
sentiment. This data appears in the ‘Sentiment’ graph in the dashboard.
Track Comment Keep track of a comment you left on a blog post. You still must comment
on the blog itself. The allows you to review all comments at a later time.
Forward Alert anyone (via email) to a particular blog article.
Plan Action Allows you to collaborate with your team to coordinate engagements.
Add a note Bookmark and note a conversation you find relevant.

48. • Sentiment Analysis:
• Visualize sentiment on specific topics corresponding to topics you created.
- 6 months history of tone of conversation
- zoom on any particular week (to perform diagnostics and post-mortem)
• Manual rating (using annotations)
Annotations / Sentiment

49. Annotations are at the heart of eCairn Conversation’s™ workflow.
• Use them to:
❑ Bookmark recommended conversations (Insights)
❑ Rate individual conversation as part of a sentiment analysis project.
Note: we don't have automated sentiment analysis, but you can combine statistics (i.e.,
find 150 good posts talking about your brand) and manual ratings to get the result you will
trust.
❑ Comment traceability and follow up
(Prevents 2 users to comment on the same conversation)
❑ Share the best conversation with your network/management outside of eCairn
Conversation (tm)
❑ Flag a conversations and log the action to be performed by one member of the team who
is better suited at it
❑ Record a note for your own sake (i.e.: you want to blog about the same topic later on)
Annotations Cont.

50. ❑ Inform (in real time) clients/execs when
they're cited (brand/product/people)
❑ Distribute participation where expertise exists
❑ Target precise conversations for engagement
and measure success
❑ Bookmark relevant conversation for blog post
❑ Track insights
Topics + Annotations:
Annotations Cont.

51. • Add context to annotations:
1) Configure
Use context to 'tag'
groups of annotations
2) Contextualize your annotation
3) Retrieve annotations by context
Annotations Contexts

52. Expression Explorer
❑ Mine conversations on a topic
and spot the frequently used
expressions
❑ Quickly understand what
people are interested in
❑ Zoom/ Navigate on a subtopic
❑ Create rich subtopics

53. Expression Explorer
❑ Mine conversations on a topic and discover what’s hor / find new ideas to
explore
❑ Get the ranked list of expressions used by authors of those conversations
❑ Navigate and filter the list, spot and select relevant ones, view them as a
cloud
❑ Create rich subtopics
Ranked List
of expressions
Expression Cloud
List of
Conversations

54. Expression Explorer
Expression Cloud
Cloud module features:
❏ Expressions in the cloud are those selected in the list module
❏ Size of the expression is a function of their score
❏ Export as CSV (can be used in https://worditout.com/ to make colored images
❏ Select specific expression(s) in the cloud to display the conversations from the initial
search or topic that match those expressions
❏ → Use shift+click to select multiple expressions at once.

55. Expression Explorer / Top Domains & Articles
❑ Identify Articles shared the most by your audience
❑ Identify Domains used the most by your audience
Select top domains
Top domains
Top Articles

56. Managing Outreach Campaigns
• With Outreach Campaigns you
can:
❑ Create, plan and organize
outreach to specific groups of
influencers
❑ Distinguish the actions made
by members of the workgroup
❑ Track the progress of other
workgroup members
❑ Quickly assess the status of
outreach to each influencer
• !!! it is a not a full fledge CRM !!!

57. Managing Outreach Campaigns Cont.
• Creating a new campaign:
❑ Click the “Project” dropdown
menu
❑ Select “Manage Campaigns”
❑ Click “Add Campaign”
• Adding influencers into the
campaign:
❑ From the Community tab,
check the box next to an
influencer
❑ Open the “Do:” Dropdown menu
❑ Under “Add to campaign”
Select the campaign that you
wish to add the source to
• Filter the community tab by
campaign
❑ Under the “By Outreach” filter
select the campaign
parameters you would like to
sort the list by

58. Managing Outreach Campaigns Cont.
• To manage the lifecycle of an outreach campaign:
❑ Hover the mouse over the influencer picture and click the Campaign
tab in the window that pops up
❑ From here, one can update the current status and add commentary on
the discussion
❑ This allows team members and managers to keep track of the
outreach campaign status

59. Reporting on Outreach Campaigns
• Data about the outreach campaigns can be
exported in Conversation
• Sort the community list via outreach campaign filter
• Select all sources you would like to export
• Under the “Do:” dropdown menu, select export as…
• You may export as either a *.csv or *.xls file
• The data appears in the spreadsheet to right of the
source name/URL

60. eCairn Conversation™ Training
Part 5:
Dashboard

61. Dashboard
Customizable dashboards to support several use cases
Dashboard Module Audience
Profiling
Content
Marketing
Influencer
Marketing
Social
Listening
Share of Voice x x x
Sentiment Analysis x
Share of Mind x
Top Influencers x x
Streams of Conversations x x
Outreach Campaign Status x
Outreach Campaign Monitoring x
Community Profile x
Community Gender &Age x
User Activity Status x x
User Activity report x x
Influence Tracking x x
Top Companies x
Mine Bio Job Title x
Top Articles x

62. Dashboard
• Click in between any blocks in the Dashboard page and add a Dashboard element
Click Here

63. Dashboard
• Top right menu to configure and export dashboard
Full Screen
Maximize
Configure
Export
Delete
• In the SOV module, select topics & timeline

64. Dashboard - Audience Profiling

65. Dashboard - Content Marketing

66. Dashboard - Influencer/Ambassador Marketing

67. eCairn Conversation™ Training
Part 6:
Reporting
&
Integration

68. Reporting - Intelligence by email
❏ Configurable weekly/monthly/quarterly email can be sent to any email (no need
for license)
❏ Great for management summary and for disseminating specific information to
teams
❏ Reports on trending topics, top articles, and competitive position (** need to
purchase the Connect App)
Full Screen
Maximize
Configure
Export
Delete

69. Reporting - Intelligence by email
Pick any topic ! topic should bring enough results for the
email to provide meaningfull results
Adjust reporting period to weekly/bi-weekly/monthly/quarterly
Email can have samples or manually curated examples

70. Integration - result email

71. Reporting - RSS feed
❏ Works for ANY topic
❏ Can be used to publish every article on a topic
❏ Can be also used to publish curated articles on a topic
Subscribe button creates the RSS

72. Reporting - RSS feed
❏ Cut and Paste the RSS in an RSS reader
❏ Example with inoreader.com

73. Integration Zapier
in Beta, ask for an invitation here
Zapier/ eCairn Documentation:
https://docs.google.com/document/d/1IWrROOeKvUJ-p1rAyUcKKq8KtsoAtVvwYR
fLU4dDHHk/edit
Three points of integration
❏ Automatically add people to eCairn (from email, LinkedIn or Twitter)i.e CRM =>
Zapier => eCairn
❏ Automatically publish content from eCairn to sites (wordpress, feedly) i.e eCairn =>
Zapier => Wordpress/Feedly…
❏ Automatically get the list of top topics from eCairn to excel i.e eCairn => Zapier =>
excel

74. Thank You