eCairn Conversation(tm) training

Training eCairn Laurent.pfertzel(at)ecairn.com May 1 st 2009

AGENDA Overview & Initialization Ranking and Profiling Workgroup Collaboration listen Search and filter Annotate Dashboard and Reporting Community Monitor Influence Learn

eCairn Conversation (tm) Training Part 1: Overview & Initialization

Training - Overview Select relevant people, places & conversations for integrated Buzz, Outreach, Advertising using existing infrastructures sharing the workload, building knowledge Measure activity, influence & lead generation Marketing & Agency Team

Training - 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.nn

4 Workgroup Project 1 Project 2 Project N Relevant Social Media Sources Joe John Geoff Joe Mary Mike Mike John Mary Geoff Users Projects Joe (project admin)‏ Mary . . John Mike (project admin)‏ Geoff Conversations from Blogs or specific searches on social media sites such as Training - Overview

Training - Overview A few words about navigation within a project Top-Left Dashboard Tab Data and Graphs to assess project's status at a glance. Blogs Tab List to manage reference sources of conversations. Posts Tab Dynamic list of conversations coming from reference sources present in the Blogs tab. Network Tab Advertising and Social Network information. Top-Right Label Tab (project admin only)‏ Configure label/values to create categories Project Tab (project admin only)‏ Create and edit project settings. Right Sidebar Change your username, email address, pwd..here Filter Function Narrow what's displayed in the main pane based on context sentitive criteria.

Users Workgroup – No limit to # of users. Role: Admin vs User. Can have more than 1 admin in a workgroup. Admin creates users. Create user Login -> Users tab (top/right) -> New user (right bar) -> Enter user name/email/temp password -> welcome email sent to new user User can edit their profile by clicking on their name (top/right)‏ Projects Container for relevant social media sources Blogs Specific Searches on social media sites (Youtube, Twitter, Forums...)‏ No limit to # of projects. Admin creates & manages projects. Create project Login -> Projects tab (top/right) -> New project (right bar) -> Enter name/description -> Assign users to new project -> Add blogs and searches on social media sites. Training – Initializing Workgroups

eCairn Conversation (tm) Training Part 2: Ranking and Profiling

Training – Ranking and Profiling Can you find an answer to the following question? What should we monitor and where should we engage? Who are the key voices, the passionates and more? How do I understand more about them? With eCairn Conversation(tm), you can: Map one of more of your target community. Identify who are the influencers and learn more about them. Understand who is influenced by them.

Training – Conversation Collection 1. Your Team Identifies Relevant Online Sources (to add to your project ) : Social Media Searches on 2. eCairn Conversation(tm) automatically subscribes and aggregate all conversations published by them: Blogs & Identify the influencers Search & Filter Annotate & Share Analyse and View Trends So that you can

Training - Conversation Collection Conversations from blogs Find blogs: Blog list tab -> Action Button & Select Add Blog (top/right)‏ 5 ways to add blogs: Seach, eCairn Conversation(tm) Suggestions, Import, Manuel entry, Bookmark. Search: Same search syntax as google (“expression”, &, OR…)‏ Search results aren’t added into your project automatically. Click on the (Link) link to open the blog into a new window and evaluate it. Click on the ADD button to add a result to your project. Search can be saved into Saved Search (Tip: recommend to save 5 searches for best results) . Find keywords representative of your target community (Tip: Public figures, events, industry specific terms, concept and trends specific to the community; Try and retry)‏ eCairn Conversation(tm) suggestions (a.k.a candidate blogs)‏ eCairn Conversation ™ replays your saved searches in the background Compiles a list of ranked candidate blogs for you to analyze blog tab -> Actions button & select review blog candidates (top/right) -> analyze results and add relevant ones by clicking on the add button. 5

Training - Conversation Collection Conversations from blogs Find blogs: Blog list tab -> Action Button & Select Add Blog (top/right)‏ Extract/Load from RSS readers. If you're already following relevant blogs in Yahoo360, Bloglines or Google Reader, export those as opml and import them in one click in eCairn Conversation(tm)‏ Type URLs. Bookmarklet Button to add to your browser bookmark or favorite (IE)‏ 1 click to add a blog as you surf and stumble on a relevant blog for one of your project. Allocate some time every week to maintain the list of blogs in your project -> With 1hr per week, you can grow your list to several hundreds in a few weeks! 5

6 Overlay over Google Enter URLs (one per line)‏ Import from your RSS reader http://blog.com Allows you to add blogs as you surf Conversation™ runs your saved search in the background Training - Conversation Collection

6 Save between 5-10 relevant searchs Training - Conversation Collection Find blogs: eCairn Conversation(tm) suggestions (a.k.a candidate blogs)‏ ‏ Blogs having published within the last 12 hrs a matching post are added to the result list Every search is replayed every 12 hrs Order in the list is a function of: - relevance to saved keywords - outbound links to existing blogs in your project Periodically review result list (2x/week- first 5-10 pages

Conversations from Social media sites Add Social Media Searches: Blog list tab -> Action Button & Select Add Other Media (top/right)‏ Search as if you were searching on those social media sites: Support for Youtube, Yahoo Q&As, Digg, Twitter, Comments, Forums. Multi-lingual Add Search to your project by clicking on the 'add to project' button (eCairn Conversation(tm) will automatically subscribe to them for you)‏ 5 Training - Conversation Collection

Training - Ranking and Profiling Blogs in your project are ranked by influence Discover the influence profile within your community Works with a minimum of roughly 100 blogs (the more, the merrier)‏ H/M/L level of influence can be approximated to the head/magic-middle/long tail – Reference: The Long Tail by Chris Anderson) 7

Create a taxonomy with labels and values To group blogs of the same kind Labeling is done manually or in bulk i.e: You found 1500 personal finance blogs and group them in categories such as debt, frugal living or investing according to their focus. Filter the list Find out how many social media searches are in your list Find out how many High, Medium and Low influence blogs are in your list Search for a specific entry by entering its title (partial entry ok)‏ Filter with label and values Export Export will create a .csv file with the selected blog urls. To export, select one or more blogs with the checkbox (or select all blogs) -> click on export 7 Training - Ranking and Profiling

BlogCard Provides detailed information on traffic, social network (if any) and posting frequency/recency. 8 Mouse over to display the blog card Training - Ranking and Profiling

Influencer Ranking and Profiling: Enables you to segment and target Understand who makes the head/magic middle/long tail in your target community(s)‏ Pin point 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 Understand individual influencer's own network in the community Focus on those individuals who can help you achieve your goals Personalize your engagement (i.e: outreach with a story linked to relevant conversations from your target.)‏ Track and measure how you grow relationships 11 Training – Collaborative Workflow

Example Profiling a blogger with various data from eCairn Conversation (Charlene Li)‏ Rank #114 in a community of 1000 social media marketing blogger Share of voice is 0.4% (% of the total conversation that mention Charlene)‏ Trends for her personal brand: The best day in this period cam from “2009 Social Media Predictions (Dec 19% - 3%), followed by “Future of Social Networks” (March 20 th 1.36%)‏ The reach of her blog is 7k and her page rank is 5 The frequency of positing is variable The people that refer the most to Charlene's name and brand are: J Owyang (Forrester)‏ B Kanter K Hawe G Livingstone 8 Training - Ranking and Profiling

Training – Ranking and Profiling Here's how you can do it: Measure the share of voice in the community. Find out what makes him/her popular. go to post tab -> click on new filter -> enter the name of the blogger you're interested in and save the filter -> click on the chart icon. From there, find out how many times the blogger name appeared in conversations, the % of appearance, find out any spike in the chart and drill down to understand the circumstances of this spike. Identify this blogger neighborhood. In the filter you created -> click on the 'view by blog' -> now the list is organized by blogs with the number of times they mention this particular blogger. See if your team has already commented on his/her blog go to post tab -> click on activity per user and select 'team' or a particular user -> in the search window enter the url of the blogs -> narrows the list to the post where a comment was left How to use this information? For targeting i.e: Focus on the Magic-middle (Medium influence)‏ Or on a certain category of blogger (debt blogger in personal finance)‏ Or on a combo of a category and a particular level of influence For Outreach Learn about how the community values the blogger, the level of interaction you've had with him/her in the past.

eCairn Conversation (tm) Training 2 Part 3: Collaborative Worflow

Training – Collaborative Workflow Can you find an answer the following question? Can I listen to several hundred bloggers? 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? Can I create an activity report? With eCairn Conversation(tm), you can: Scan and read 100s of conversation per day collaboratively. View trends to help with understanding, diagnostics and decision making. Track how you and your team interact with the community over time.

Conversation™ builds for you a composite list of every posts published by every source in your project (feed has to be present) - Listen : Scan/Click/Read. Click on any post title -> RSS feed window opens -> Use N(Next) and P(Previous) keyboard keys to navigate the list quickly -> if relevant, click on tile -> Full post opens in a separate window . RSS Feed window Training – Collaborative Workflow

Listen (Continue) : Quick filter based on time (last login, day, week, all time options), source, influence, starred entries and annotations. Once read, a post title’s format will change from bold to normal. Search: Supports advanced search syntax. 10 Keyword match highlighted in yellow Double-click on an icon to filter on the source type Training – Collaborative Workflow

10 Built in state of the art search engine allows some sophisticated search: Syntax & (AND) by defaut, 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 options) has multiple ORand one NOT, for complexe queries it's easier to use the extended query mode. Proximity "apple iphone 3g"~4 query means that there must be less than 7 (3+4) word span which contains all 3 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 query means 2 out of 3 words matching i.e: "I bought an iphone 3g" is matched Training – Collaborative Workflow

10 Built in state of the art search engine allows some sophisticated search (Next): 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 on 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 Training – Collaborative Workflow

Filters: 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 Understand the tone of conversations on a brand/topic (a.k.a sentiment analysis)‏ Evaluate and measure team participation SEO (post where commenting helps SEO and that are worth sending links to)‏ 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 hyper relevant feeds 11 Training – Collaborative Workflow

Filters : Set-up To track specific topics automatically (product/service names, concepts/trends, person name, competitors…)‏ Create or Edit filter: Post list -> Click New or Edit on the right side bar -> Enter keywords and/or select labels -> Click on ‘create filter’ -> Enter name and description -> Click ‘Save’ -> Filter name is added to the list in the right side bar. Or Click on ‘advanced options on the right of the search box You can search within a filter by entering keywords in the search box. RSS feed – Convenient to share valuable social media info within your portal, on your blog/website (widget) i.e: http:// bizcoach.blogspot.com / (look for Marc’s conversation at eCairn.com)‏ 11 Training – Collaborative Workflow

Filters (Continued) : Trends Visualize Trends on filters by clicking on the Trend Icon at the top of the filter bar: - 6 months history of volume and % of conversation - zoom on any particular week (to perform diagnostics and post-mortem). 11 Training – Collaborative Workflow

Filters (Continued) : Sentiment Analysis Visualize sentiment on specific topics corresponding to filters you created. - 6 months history of tone of conversation - zoom on any particular week (to perform diagnostics and post-mortem). Manual rating (using annotations)‏ 11 Training – Collaborative Workflow

Filters (Continued) : Export Export graphs and data to build custom reports - Export graphs as jpg, png or the raw data as csv. - Export posts as rtf (compatible with any word processor), xls or csv. 11 Training – Collaborative Workflow

Annotation 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 n feel in the post list from others. Shared across project team Follow up using ‘filter on annotations’ 12 Training – Collaborative Workflow

Annotation are at the heart of eCairn Conversation(tm) 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 tracability and follow up Note: Prevents to 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)‏ Training – Collaborative Workflow

Annotation are at the heart of eCairn Conversation(tm) workflow. They power the following modules: Dashboard: 'What's new' is built from the most recent annotations Sentiment graph in 'What's your Presence' module is built from ratings Comments graph in 'What's your Influence' module is built with comments tracking Graphs in 'What's Interesting' module are built with recommendations Trends on filters in post list: View by Sentiment View by Insights View by Comments 12 Training – Collaborative Workflow

Filters + Annotations: Inform real time client/execs when they're cited (brand/product/people)‏ Ensure and track compliance to corporate policy (compliance and so on..)‏ Distribute participation where expertise exists Target precise conversations for engagement and measure success Bookmark relevant conversation for blog post Track insights 11 Training – Collaborative Workflow +

Network tab Used for planning. Provides aggregated data on: The presence of advertising on the project blogs. The presence of social network. 13

eCairn Conversation (tm) Training 2 Part 4: Dashboard and Reporting

Creating Report Prerequisites Project list populated (Chapter II – slide 13-16) Filters configured (Chapter III – slide 30-34) Components: Metrics: Share of Mind Share of Voice Share of Conversation Influencer list Influencer Map Expression Map Conversation Sample Export Graph Conversation See sample reports for: Amazon in Cloud Computing Lancome in Beauty/Cosmetics LendingClub in Personal Finance

Creating Report - Prerequisites Example : Community = Beauty Blogger Brand = Lancome, Competitor = Clinique, Topic = Aging Project with 367 beauty bloggers Filters on Lancome, Clinique and Aging

Creating Report - Components 13 Definition : All metrics' definitions below apply to a brand's target community. Metrics: Share of Mind Share of mind is defined by the percentage of people that have talked about Brand A in the last 6 Months. Includes competitor(s) comparison Share of Voice Share of voice is defined by the number of mentions of Brand A within the last 6 months. Includes competitor(s) comparison Share of Conversation Share of conversation (for a target topic)the outcome of positioning) is defined by how many time your brand is mentioned along with the target topic Influencer Map and list List and Network view of the top influencers in the brand's target community as ranked by eCairn. Expression Map and list List and Cloud View of the expression (1 or more keywords) found more frequently within conversations on a specific topic Conversation Sample Individual conversations can be included in reports to give specific examples supporting report's data and metrics

Creating Report – Share of Mind For each brand and competitors in the report, do: 1) Extract blogs that mentioned it (Blogs tab) 1- select the brand name in Filter-by Topic (right bar) 2- select the level of influence, High, Medium or Low (to select high only, unselect medium or low) 3- write down the number of entries at the top left above the list 4- repeat for each level of influence Go to your spreadsheet software 1) create a table and enter the number found for each level of influence for all brands 2) create a bar chart

Creating Report – Share of Mind Example :

Creating Report – Share of Mind To report on people having mentioned a brand the most, do: 1) Extract blogs that mentioned it (Blogs tab) 1- select the brand name in Filter-by Topic (right bar) 2- select the level of influence, High, Medium or Low (to report on high, medium or low separately) 3- Take a snapshot of the list and add to your report. 4- Repeat for different level of influence and competitors High Influencer bloggers ordered by the number of time they mentioned the brand Lancome

Creating Report – Share of Mind To report on a brand's blog influence ranking: Prerequisite: The brand has a blog and it was added to the project Go to the dashboard tab Go the the “what's your influence?” module (middle right) In Sites, right click on the chart to export (You need to configure this module (click on the tool icon at the top right) so that the brand's blog is in the list of favorite blogs) Example :

Creating Report – Share of Voice 13 For each filter corresponding to the brand and its competitors, do: 1) select filter (Posts tab – right bar) 2) click on the trend button (above the filters list) 3) export chart as CSV 4) save your file on your computer Go to your spreadsheet software 1) import all CSV files saved as instructured above 2) create: - An overall conversation share graph (pie chart) - A time based conversation share graph (line graph) - A share of voice metric which is the fraction between the brand's mention and the overall volume of conversation from the target community.

Creating Report – Share of Voice 13 Example :

Creating Report – Share of Conversation For the target topic, create filters for topic&brand (if you want to report on 1 brand and 1 competitors, create 2 filters) 1) select topic&brand filter 2) click on the trend button (above the filters list) 3) export chart as CSV 4) save your file on your computer Go to your spreadsheet software 1) import all CSV files saved as instructured above 2) create: - An overall conversation share graph (pie chart) -> to get the overall # of conversation in the target topic, select the topic filter and write down the # of conversations as found on the top right of the list. - A time based conversation share graph (line graph)

Creating Report – Share of Conversation Example :

Creating Report – Influencer List and Map List (report the top 20-30 influencers) : 1) select the high influencers (blogs tab, filter in the right bar) 2) select “all xyz entries” at the top of the list 3) in the “do” pull down menu, click on export XLS or CSV and save the file Map (report a complete or partial map) : 1) Select Scope: - By influencer type (High, Medium, Low) - By ranking (i.e: the top 100, 200, 300...) -> i.e: to select the top 100, select “all” on first page, then go to page 2 and select all again..until page 5. - By topic (people who've talked about Lancome or the Aging topic) 2) in the “do” pull down menu, click on export Touchgraph or View Graph Note: this is a premium option not available in the basic package. 3) Once the map is displayed, save it by clicking on file/save image in Touchgraph.

Creating Report – Influencer List and Map Example : List Map

Creating Report – Expression Map Expression Map (available as a service only) : 1) Select the filter(s) in your list 2) Click on the trends button and export posts as CSV . 3) Send those files to [email_address] 4) eCairn sends back a CSV file of the ranked expressions.

Creating Report – Expression Map Example : (expressions are displayed as a cloud)

Creating Report – Export Export Conversations 1) Graph 1) as picture 2) as “raw data” for additional processing 2) Conversation 1) as RTF (Easy to import into any wordprocessor) -> Annotations are exported with the annotated conversations. (see slide 35-38 for more details on annotations). 2) as XLS or CSV for additional processing. Blogs Use the various export options in the “do” pull down menu in the blogs tab

Dashboard and Reporting 13 Create Reports to Share your Progress post tab -> select a filter (right) -> click on the trends icon (top/right)‏ Export Graphs Export Posts Double click on a specific week to narrow the list

Dashboard and Reporting 13 Determine what action you should take Undertand if you're on target Visualize in one place your most critical data Dashboard

Dashboard and Reporting 13 Understand whether you have identified a relevant community and learn about its charateristics The number of blog(s) The density of networking The distribution of blogs accross your own characteristics and more. By tracking overtime in your community: Using the « What's your Community ? » module

Dashboard and Reporting 13 Empty community Community is strongly networked -> Focus on finding relevant blogs based on what audience you want to reach . Try to find >100 blogs to get a good volume of conversations -> Communities are dynamic, allocate some time overtime to identify new relevant blogs.

Dashboard and Reporting 13 Quick Configuration Tool Use label&value to configure those parameters. In this example, 2 labels with 3 values each: 1) Subject = PR, SEM, Marketing 2) Source = Agency, Indendent, Solution provider At a glance, track the distribution across parameters that suit your business need.

Dashboard and Reporting 13 <- Find out if your community is advertising friendly . Find out if your community is -> social network friendly .

Dashboard and Reporting 13 Understand the degree to which your community is talking about your brand(s) or product(s)‏ The volume of conversations mentioning your brands The volume of conversations mentioning your products The opinion of your community related to what's important to your business By measuring overtime: Using the « What's your Presence ? » module

Dashboard and Reporting 13 Widget Brand Find out how often your brand is mentioned in your community Tip : Right-click on the mouse to export a graph

Dashboard and Reporting 13 Quick Configuration Tool Widget Brand1 Widget Brand2 Widget Brand3 Competitor ..... Select the filter you want for Brand, Product and Sentiment.

Dashboard and Reporting 13 Find out how often your product is mentioned in your community Widget Product

Dashboard and Reporting 13 Widget Product Find out what your community thinks about your product

Dashboard and Reporting 13 Understand the degree to which you influence perceptions and attitudes in your community Your company blog(s) influence Your team's influence with the community actors Your ongoing participation in the community conversations By measuring overtime: Using the « What's your Influence ? » module

Dashboard and Reporting 13 Company blog 1 Company blog 2 Competitor's blog Find out how influential your blog(s) is in your community Compare with your competitor's blog Tip : Right-click on the mouse to export a graph

Dashboard and Reporting 13 Quick Configuration Tool

Dashboard and Reporting 13 Find out how connected your team is with your community

Dashboard and Reporting 13 Trackable using configurable label and values In the example above, label = workgroup.net and values=John,Laura, Joe, Mary Configure label & values depending on how you want to track connections: By people (like in the above example)‏ By social network: i.e: LinkedIn, Facebook, Twitter... By level of connection: Strong, Medium, Weak Choose your own criteria Users responsible to maintain data By applying the right value to the blogger's blog entry in the blog list each time a connection is made with a new blogger..

14 Find out the level of engagement of your team in your community overtime (configurable by clicking on the quick configuration tool)‏ Dashboard and Reporting

14 Track the level of conversation of your favorite topic in your community overtime (configurable by clicking on the quick configuration tool) Widget Brand Dashboard and Reporting

14 Social media is a 2-way street. Track how much learning you get by listening to your community. Tip : Right-click on the mouse to export this graph Dashboard and Reporting

14 Dashboard and Reporting Understand the degree to which you find insights in your community for your business, brands or products. The volume of conversations you found interesting and shared with others. By measuring overtime: Using the « What's interesting » module

14 Quick Configuration Tool Select the filter corresponding to the topic you want to focus on or leave it as « All ». All Android iPhone BlackBerry Symbian ..... Android Dashboard and Reporting

Scenarios Buzz Find a few hundred relevant blogs. Every day, scan/click/read the post list. Set a goal of a few comments per day. Outreach : Flag bloggers you want to outreach as you work in the application. Qualify them using blog card, social network profile, post content. Choose contact mechanism. Use blog level annotations to track status. Advertising: Export list of blogs into Google Adwords site targeting. Knowledge Sharing 14

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