Presentation title in footer 1 1 July 2009 eCairn Community Marketing made Simple [email protected] 650 388 8962
Nov 02, 2014
Presentation title in footer1 1 July 2009
eCairnCommunity Marketing made Simple
[email protected] 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 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
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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