eCairn Presentation
How to Target Influencers in Your Market?
Dominique LahaixFounder &CEO, eCairn
1.Tribes & Influencers2.Criteria: Influence, Relevance,
Reach
Cross-reference3. How to Find Influencers
Agenda
1The Ecosystem
Tribes & Influencers
What is a Tribe?
Large groups of people, highly passionate, highly interconnected
(blogs, Twitter, Facebook, LinkedIn)MOMMY BLOGGERS, Geeks,
Travelers, Stamp Lovers, Frugals, Cloud Computing Experts, Gamers,
Naruto fans, Fashionistas, Cruise Addicts, CELEBRITIES, CORPORATE
RESPONSIBILITY, Bartenders, Web development, VCs and Startups,
Healthcare CIOs, IT Security, Beauty, Comics Collectors, Arsenal FC
fans, FITNESS MOMS, Wine bloggers, Greens, Commercial Real Estate
Experts, Americans passionate about Irish Ancestry... and 1,000s
more
The World is populated by Specialists
Industry/
Domain
Influence Peers/
Family & Friends
Influence
AB-ZSocial butterfliesEveryday CustomersReportersTrend SettersThought LeadersWhat is an Influencer
2Criteria
-Relevance, -Influence,-Reach, -Interconnectedness
One can only be influential on something to someone
Nobody is relevant on everything, INCLUDING influencers
It's hard to be relevant in more than One category
(Category isn't high tech, but cloud computing, computer
security, user experience...)
Influence = f(Relevance)Relevance
~2000 Influencers~700 Influencers~600 InfluencersTop 20
Hundreds to Thousands of influencers within a given
tribe
Relative Relevance
Example: Beauty Tribe
- 22 in the head (High Influence) - 146 in the Magic Middle
(Medium Influence) - 1850 in the Long Tail (Low Influence)A few are
Very influential, a few more have a Fair amount of
influence and many have Low influence
How is Influence Distributed
What is their Reach?
Groups: Green, Orange, Red, Purple..
.
group centers bridges between groups
How are they interconnected
Relevance = Content (from blogs, twitter..)
Influence = Cross-references from other members of the
tribe
(links, @reply, @rt...)
Reach = Traffic (Unique visitors)
In eCairn, we archive content for 6 months and
detect/store
cross-references on an on-going basis.
Each influencerWhat data do you need?
3How to use those Criteria to Find Influencers
Start with strategy and a focus on relevance
So, Identify 1 or more Tribe relevant to your activity => Find a few hundred to a few thousands relevant people who have a blog and are active in social networks like Twitter, Facebook, Linkedin.
Find individuals that are the most relevant to your
topics/brands/more
1-2-3Because Influencers have little tolerance for bad pitchIn my brazen opinion, they're doing a lousy job. They grab a list of bloggers and send out a broadcast email, without regard to the individual from lip-sticking blog.
BeautySustainabilityBiotech1 Identify relevant tribe(s) for your business objectives
Cause Marketing
Viral Video - Animal/rescue campaign
PetBuzz Campaign New Eco Friendly product
Research / Competitive analysis on Ethanol
What tribe is relevant ?
2 Identify relevant Influencers (s) within those tribe(s)
Brand
Ambassadors
Topic Experts
Location
Who is really relevant ? How many
Next, evaluate the level of Influence.
=> Top influencers are often hard to reach => Magic middle is
often a better target=> Long tail shouldn't be forgotten
Last, Fine-tune with other data point such as search and
web analytics 1-2-3
socialgps.ecairn.com
Thank [email protected]
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