Presentation title in footer1 1 July 2009

eCairnCommunity Marketing made Simple

Dominique.lahaix@ecairn.com

650 388 8962

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

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 …

1-Map: Understand the eco systemExample: Skin care in France

LuxuryCommunity

Bio / DIYCommunity

Nail Community

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Volume ofconversationsAbout 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 / orientation

Key events

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 Community

Quantity

Noise

Lack of Control

Quantity & Quality

Precision

Control

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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 industryreference (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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