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 Youdominique.lahaix@ecairn.com

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