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eCairn
                                Community Marketing made Simple




Dominique.lahaix@ecairn.com
650 388 8962

 1   ...
Why is Social Media Important for You ?


   Social media is dramatically changing how companies
    communicate, market ...
Social Media is Real …

   20+ million US Bloggers – 1.7 million profiting
   30+ million Internet discussion boards and...
CXO’s are Investing in Active Listening

   Gartner: 75% of Fortune 1000 are eager to be
    involved in Social Networkin...
Top 10 Social media questions
            marketers want answered *

   What are the best tactics to use?
   How do I me...
Social Media Engagement Process

 *How much time does it take?
    64% of marketers are using social media for 5 hours or...
eCairn: Solution for Social Media Marketing

 • Community mapping & influencers identification and assessment
 • Real time...
What you can do with eCairn Conversation ™

1- Map Communities & identify Influencers
2 –Monitor your brand and sentiment ...
1-Map: Find communities and Influencers
       Example: Personal Finance in the US




                               Top ...
1-Map: Understand the eco system
                Example: Skin care in France


      Luxury
    Community



            ...
2-Monitor: Brand
Example: Nestle in Chocolate Community




              Volume of
             conversations
           ...
2-Monitor: Sentiment analysis
Example: Nestle in Chocolate Community




                                         11
3- Research: Trends
              Example: Understand who’s talking about
                 pregnancy in the Fitness Commun...
3- Research: Insights Mining
Example: Contrast perception of HP and IBM in the
         Cloud Computing community



     ...
3- Research: Analyze launch
   Example: (from TCG) Analyze Android Launch in Wireless Community




Topic / orientation
  ...
4- Influence: Buzz
Example: Engage in selective conversation in the Mom’s community




                    Maximize the  ...
4- Influence: Measure impact
Example: “Pilate’s” name and blog influence in the Fitness community




                    ...
How do we do this ?

Why us ?




                      17
eCairn Social Media Platform




                               18
Next Generation Platform


   Conversations & Ecosystems


Old generation: search   Next generation: social



     Keywor...
Key benefits of eCairn :

Community Selection          3 days to build a food community asset
    & Mapping              t...
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eCairn - Opportunity

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eCairn - Opportunity

  1. 1. eCairn Community Marketing made Simple Dominique.lahaix@ecairn.com 650 388 8962 1 Presentation title in footer 1 July 2009
  2. 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. 1
  3. 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* 2 *Source: March 2009 by Michael Stelzner
  4. 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)‫‏‬ 3
  5. 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? 4 *Source: March 2009 by Michael Stelzner
  6. 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. 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 6
  8. 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 7
  9. 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 … 8
  10. 10. 1-Map: Understand the eco system Example: Skin care in France Luxury Community Bio / DIY Community Nail Community 9
  11. 11. 2-Monitor: Brand Example: Nestle in Chocolate Community Volume of conversations About Nestle Last activity/ observations 10
  12. 12. 2-Monitor: Sentiment analysis Example: Nestle in Chocolate Community 11
  13. 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? 12
  14. 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 13
  15. 15. 3- Research: Analyze launch Example: (from TCG) Analyze Android Launch in Wireless Community Topic / orientation Key events 14
  16. 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 15
  17. 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 16
  18. 18. How do we do this ? Why us ? 17
  19. 19. eCairn Social Media Platform 18
  20. 20. Next Generation Platform Conversations & Ecosystems Old generation: search Next generation: social Keywords Community Quantity Quantity & Quality Noise Precision Lack of Control Control 19
  21. 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 20

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