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

eCairn, Social Media Marketing Platform

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Page 1: eCairn, Social Media Marketing Platform

Presentation title in footer1 1 July 2009

eCairnCommunity Marketing made Simple

[email protected] 388 8962

Page 2: eCairn, Social Media Marketing Platform

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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Page 3: eCairn, Social Media Marketing Platform

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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Page 4: eCairn, Social Media Marketing Platform

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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Page 5: eCairn, Social Media Marketing Platform

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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Page 6: eCairn, Social Media Marketing Platform

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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Page 7: eCairn, Social Media Marketing Platform

•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

Page 8: eCairn, Social Media Marketing Platform

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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Page 9: eCairn, Social Media Marketing Platform

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 …

Page 10: eCairn, Social Media Marketing Platform

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

LuxuryCommunity

Bio / DIYCommunity

Nail Community

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Page 11: eCairn, Social Media Marketing Platform

Volume of conversationsAbout Nestle

Last activity/observations

2-Monitor: BrandExample: Nestle in Chocolate Community

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Page 12: eCairn, Social Media Marketing Platform

2-Monitor: Sentiment analysisExample: Nestle in Chocolate Community

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Page 13: eCairn, Social Media Marketing Platform

Who are theKey peopleOn topic?

Trends oftopic

3- Research: TrendsExample: Understand who’s talking about

pregnancy in the Fitness Community

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Page 14: eCairn, Social Media Marketing Platform

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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Page 15: eCairn, Social Media Marketing Platform

3- Research: Analyze launchExample: (from TCG) Analyze Android Launch in Wireless

Community

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Topic / orientationKey events

Page 16: eCairn, Social Media Marketing Platform

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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Page 17: eCairn, Social Media Marketing Platform

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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Page 18: eCairn, Social Media Marketing Platform

How do we do this ?

Why us ?

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Page 19: eCairn, Social Media Marketing Platform

eCairn Social Media Platform

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Page 20: eCairn, Social Media Marketing Platform

Old generation: search Next generation: social

Conversations & Ecosystems

Next Generation Platform

Keywords CommunityQuantity

Noise

Lack of Control

Quantity & QualityPrecisionControl

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Page 21: eCairn, Social Media Marketing Platform

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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