ecairn, social media marketing platform
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Presentation title in footer1 1 July 2009
eCairnCommunity Marketing made Simple
[email protected] 388 8962
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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.
Why is Social Media Important for You ?
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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*
*Source: March 2009 by Michael Stelzner
Social Media is Real …
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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:*
81%
53%
42%
Employee interactions with customers
Blogs, Social networking, chat rooms
Emails, call center transcripts
* Source: PWC 1Q08 (interview with 118 senior executives – Avg Revenues $7.1b)
CXO’s are Investing in Active Listening
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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?
*Source: March 2009 by Michael Stelzner
Top 10 Social media questionsmarketers want answered *
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15%
15%
60%
10%
Define Goals & Assess situation
Segmenting & Targeting
Listen & Engage
Measure & Reporting
*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.
*Source: Survey Michael Stelzner – March 2009
Social Media Engagement Process
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•Deep qualitative reporting including influencer map, net promoter scores and business intelligence for a Mobile Carrier
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
• Identify hundred’s of influencers in an IT vertical, build its influence through outreach to key stakeholders
• Measure presence and sentiment in diverse skin care communities, feed research plan with consumer insights.
• Monitor social media conversations about their investment companies and about themselves in the VC community
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Major VC Firm
Top US High Tech
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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 communities4- Build up your own Influence & measure your impact
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Top x1000’sOf Personal Finance,Ranked by influence
1-Map: Find communities and InfluencersExample: Personal Finance in the US
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IndividualInfo on traffic,
Page rank,Influence …
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1-Map: Understand the eco systemExample: Skin care in France
LuxuryCommunity
Bio / DIYCommunity
Nail Community
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Volume of conversationsAbout Nestle
Last activity/observations
2-Monitor: BrandExample: Nestle in Chocolate Community
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2-Monitor: Sentiment analysisExample: Nestle in Chocolate Community
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Who are theKey peopleOn topic?
Trends oftopic
3- Research: TrendsExample: Understand who’s talking about
pregnancy in the Fitness Community
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Made using wordle
3- Research: Insights MiningExample: Contrast perception of HP and IBM in the
Cloud Computing community
More infrastructurerelated
More businessprocessrelated
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3- Research: Analyze launchExample: (from TCG) Analyze Android Launch in Wireless
Community
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Topic / orientationKey events
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Buzz, Outreach and Develop your Influence
Maximize theValue of yourengagement
Measure Your effort
4- Influence: Buzz Example: Engage in selective conversation in the Mom’s
community
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Effort
Mentions ofYour brand
Influence(links)
Of your content
4- Influence: Measure impactExample: “Pilate’s” name and blog influence in the Fitness
community
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How do we do this ?
Why us ?
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eCairn Social Media Platform
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Old generation: search Next generation: social
Conversations & Ecosystems
Next Generation Platform
Keywords CommunityQuantity
Noise
Lack of Control
Quantity & QualityPrecisionControl
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Key benefits of eCairn :
Multi lingual
Community Selection & Mapping
Influencers & Clustersidentification
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
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