The document discusses the importance of social media for marketing. It notes that social media has changed how companies communicate with customers, moving from one-way communication to two-way conversations. While this presents challenges, it also creates new opportunities to engage customers and build stronger relationships. The document then provides statistics on social media usage and lists some of the top questions marketers have about using social media effectively.

1. Presentation title in footer 1 July 2009 eCairn Community Marketing made Simple [email_address] 650 388 8962

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. Top x1000’s Of Personal Finance, Ranked by influence 1-Map: Find communities and Influencers Example: Personal Finance in the US 8 Individual Info on traffic, Page rank, Influence …

10. 1-Map: Understand the eco system Example: Skin care in France Luxury Community Bio / DIY Community Nail Community 9

11. Volume of conversations About Nestle Last activity/ observations 2-Monitor: Brand Example: Nestle in Chocolate Community 10

12. 2-Monitor: Sentiment analysis Example: Nestle in Chocolate Community 11

13. Who are the Key people On topic? Trends of topic 3- Research: Trends Example: Understand who’s talking about pregnancy in the Fitness Community 12

14. Made using wordle 3- Research: Insights Mining Example: Contrast perception of HP and IBM in the Cloud Computing community More infrastructure related More business process related 13

15. 3- Research: Analyze launch Example: (from TCG) Analyze Android Launch in Wireless Community 14 Topic / orientation Key events

16. Buzz, Outreach and Develop your Influence Maximize the Value of your engagement Measure Your effort 4- Influence: Buzz Example: Engage in selective conversation in the Mom’s community 15

17. Effort Mentions of Your brand Influence (links) Of your content 4- Influence: Measure impact Example: “Pilate’s” name and blog influence in the Fitness community 16

18. How do we do this ? Why us ? 17

19. eCairn Social Media Platform 18

20. Next Generation Platform 19 Old generation: search Next generation: social Conversations & Ecosystems Keywords Community Quantity Noise Lack of Control Quantity & Quality Precision Control

21. Key benefits of eCairn : Multi lingual Community Selection & Mapping Influencers & Clusters identification Quality & Relevance Adaptive Engagement Online Reputation Management Collaborative Workflow En, Sp, Pt, Gr, Fr, It … Clients in US, Europe & Brazil 3 days to build a food community asset that took a food network 12 months to build eCairn Top 150 Social Media Blog is an industry reference (97% of positive feedbacks)‏ 3 x in content quality vs comparable community 10x in relevance compared to Google Search. 0->40 top influencers connections for a start-up in 3 months Qualitative ; Zoom into niches (“cloud computing” , “cruise travel”…) 30% increase in productivity for an agency doing client research 20