These slides correspond to our November 18th Webinar.

1. Mastering Communities
and
Social Influencers Marketing
Laurent Pfertzel
Co-Founder and COO
eCairn
1 Presentation title in footer 1 July 2009

2. Agenda
 Who is eCairn?
 Social media: market opportunity?
 How to identify and engage with key
influencers?
 How to understand conversation?
 How to measure conversation?
 5 take-away and next steps
 Q&A

3. Speaker
Co-founder and COO
20+ years in Management, Engineering and Marketing

4. About eCairn
• Located in Los Gatos, CA, eCairn brings science to
social media engagement with eCairn Conversation™
• On-demand collaborative solution to identify, understand
and measure social communities

5. Introduction
Social Media opportunity is expanding
From marketing as selling to
marketing as education Influence
Relevance
Targeting Nurture relationships
Open Beyond Brand Monitoring to
Attention Management
Positioning
From Shouting to
Dialogue From your product and
services to their needs
Be where they are Added Value
Less is More
honest
Relevant Content
From passive to active
From company-driven purchase decision
to people driven.

6. 4 key steps to develop Attention
Strategy? Find
Communities
Identify
Influencers
Understand
Measure the
Results Conversation
Content
Participation
Integrated Plan
*lithium technology
tp://www.lithium.com/pdfs/whitepapers/Building-Customer-Networks-for-Successful-Word-of-Mouth-Marketing_DNn9P5Hp.pdf

7. 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. Identify influencers
 550 blogs on Cloud Computing
 Highly connected community
 35,000 conversations
Network view List view

9. Understand the Conversation
Unless you know what is discussed, you can't join the discussion
“River of conversations”
Brand B
Topic B - What's HOT
idea
Filter - What's NEW
Topic A - My Brand and Competitors
insight - Relevant Topics for me
idea
idea Brand Z idea Understand
People Text Analytics

10. Understand the Conversation
Example:
Cloud computing = 35,000 conversations overall
2,500 conversations on Security

11. Grow brand awareness
Content
Focus Marketing Brand
+ Recognition
Buzz
Relevance (Selective)
+ Referral
Outreach
(Selective)
First-mover
Advantage
Private Web
+ Community Traffic
Actionable
Advertising

12. Measurement
3 key metrics
1. Share of Mind
Share of mind is defined by the percentage of people that have talked about a brand vs the
total number of people in the target community.
2. Share of Voice
Share of voice is defined by the number of mentions of the Amazon brand in
conversations taking place in the Cloud Computing community .
3. Share of Conversation
The degree to which a brand is associated with the problem or need that it is setting out
to help with
Measure your attention level
from Influencers and
within relevant Conversations

13. Measure: Share of Mind
Share of Mind
350
300 286 Track your brands
250 penetration
# of influencers
200
161
150
100 Compare against your
50
16
50
32 competitors
12
0
Influencers (17 total) Magic Middle (55 total) Long tail (474 total)
Amazon Microsoft
 Find out who's
talking the most about
you.

14. Measure: Share of Voice
 Understand your brand share of voice
Compare with your competitors
 Understand how it trends over time

15. Measure: Sentiment
xyz
Sentiment on HP
14 13%
24%
12
10
8
6
4 63%
2
0
May
May
Apr
Apr
Mar
Aug
Aug
Aug
Jul
Jul
Jun
Jun
Sep
Sep
Positive Neutral Negative
+ -
• Financial results
 Green
• Products  Layoffs
• Latest product campaign  Board director involvement in xyz
• Company history

16. Measure: Share of Conversation
 Understand your share and trend in selected conversations
 Compare against your competitors

17. Take-aways
1. Now is the opportunity to invest in attention development
2. Focus on your core influencers
3. Understand what matters through their lens
4. Build trust through focused and relevant engagement and
content
5. Measure and benchmark against your competition and
focus on your core competences

18. Next Steps
Order your Industry Influence Report
Example: one brand, one community, one conversation topic: $1,500
Sample reports available:
LendingClub in personal finance:
http://www.slideshare.net/domlah/lending-c-lub-smr-v2
Amazon in Cloud Computing:
http://www.slideshare.net/domlah/amazon-industry-influencers-report
Lancome in Beauty/Cosmetics:
http://www.slideshare.net/domlah/lancome-industry-influencer-report
Contact us at conversation@ecairn.com

19. Q&A
Thank you for your attention.
Any questions?
conversation@ecairn.com