Influencers identification, influencers Marketing with eCairn new features

© eCairn 2013. All rights reserved.

We map the people who ma+er on the social web and make it ac>onable for brands!


Agenda

• Needs we adress / How we do it • eCairn conversa>on tm new features • eCairn unique reports


Needs we address

•  Influencer marke>ng •  Product/Brand marke>ng research •  Social marke>ng extension (events…) •  Content Marke>ng, content intelligence •  Data Enhancement • Media spend op>miza>on •  Lead Genera>on, social Sales •  Community management •  Command center extension


Iden5fy tribes and rank influencers • Map communi5es and iden>fy influencers

•  Find your tribes •  Rank the Influencers in 'top', 'magic middle' and 'long tail'

• Map and find out the neighbor clustering for your community

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We focus on people who maXer


Relevance Influence Reach •  Indicates focus of the influencer on a given topic

•  Based on frequency with which certain keywords or expressions are men>oned by the influencer

•  Scale from 0 (low) to 100 (high)

•  The influencer writes and shares content that impacts the opinion of peers

•  Primarily based on the number of >mes peers within the targeted community link back to posts from the influencer

•  Scale from 0 to 100 (Low/med./high)

•  Indicates numbers of community members that subscribe to the content shared by the influencer

•  Provides an indica>on of the poten>al social reach when the influencer is used as a relay for third party generated content

How we rank them


14 Countries 6 languages

Local iden>fica>on


Iden5fy and profile candidates for influencers outreach campaigns • Manage outreach and organize engagement with people who maXer

•  Track ac5vity for repor>ng to management

•  Socialize and crowd source your content

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Scope is: Blog, Twi+er, FB, Youtube, Linkedin, Pinterest

We iden>fy and engage the people who maXer


Organize and analyze conversa5ons •  Listen to conversa5ons from your social community about relevant topics and about your brand

• Monitor brands in key ver>cals/ communi>es

•  Track sen5ment about your brand •  Benchmark against peers •  Get insights for product development

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We get insights and kpi from people who maXer


Measure performance of your brand/campaign (here: Pepsi Beyonce Ad)

In each target audience

Data displayed is purely for illustra>on



(here: Pepsi and Coke brands in Music and Celebri5es)

Coke has more men5ons

In both Music and Celebri5es

Pepsi 2 big spikes

Compared to compe>tors


Increase the conversion rate on your web site

Inplement the feed of the key conversa5ons of the people who ma+er for your brand on your web site •  Select the conversa5ons from your social community about relevant topics and about your brand

•  Get the feed •  Implement it on your web site

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© eCairn 2013. All rights reserved. Data displayed is purely for illustra>on

+ 800 ver>cals mapped + 370k influencers ranked


Agenda

• Needs we adress / How we do it • eCairn conversa5on tm new features

• Tribe insider • Youtube as a channel

• eCairn unique reports


Compare the audiences composi5on of different brands/topics/people by tribe

Our new killer feature, the tribe insider


Compare the audiences of different brands/topics/people by countries

Our new killer feature, the tribe insider

0,0% 10,0% 20,0% 30,0% 40,0% 50,0% 60,0%

Chanel

Louis Vuitton

Gucci

Hermes

Rolex

USA UK Latin Am Germany France Canada Brazil Australia


Tribe Insider, the benefits

Understand the trends /SOV by tribe


Example : Vodka

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I’m a Vodka brand ,, I’d like to grow my brand reaching out Influencers However, I don’t want to target any Girl/Guy who just happen to talk about Vodka Right ?


1-‐ Create a Topic

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Tribe insider


2-‐ Apply the topic to eCairn’s gigabase

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2- (can be restricted to verticals or countries) *** We call this “tribe insider”, cause we’re techy

Tribe insider


3-‐ Understand Where Vodka is discussed

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Gen Y and Music are perfect target for my campaign !!!!!!

Tribe insider

© eCairn 2013. All rights reserved. 21

Get all influencers in these 2 tribes Who talk “Vodka”

Tribe insider

4-‐ Zoom on the tribes you are interes+ed in


5. Get the list of influencers !!!!!!, we’re talking BIG numbers and DEEP profile

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6. Slice and Dice the way you desire

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(Influence, Reach, Relevance, Geo, Platform, Social Graph, Earned/Paid/Ads)


7. Run a campaign

24 © eCairn 2013. All rights reserved.

from H Timmermann


8-‐ Measure the Impact on your Campaign

25 © eCairn 2013. All rights reserved.


Tribe Insider, the benefits

• Use eCairn tribe framework as a giant organized/clustered focus group

• Get more granular insights i.e share of voice, brand performance and campaign results by tribe/market/country/ver>cal

• Iden>fy strength, weaknesses and compe>>ve landscape at tribe level

Tribe insider


Agenda

• Needs we adress / How we do it • eCairn conversa5on tm new features

• Tribe insider • Youtube as a channel

• eCairn unique reports • Use cases


Listen and mine the Youtube content from Influencers Relevance, audience (octobre)


Profile Influencers in Pinterest

© eCairn 2013. All rights reserved. Data displayed is purely for illustra>on

Dashboard enables quick access to key insight & benchmarking


Agenda

• Needs we adress / How we do it • eCairn conversa>on tm new features • eCairn unique reports


Non-‐influencers Low influencers

Top influencers Medium influencers

Your Blog


Measure Your blog/FB/TwiXer performance & Influence with target audiences


Report 1: Social Intelligence Report


Report 2: Social Presence Audit Facebook, TwiXer, Pinterest, Youtube


Vincent.van>[email protected] +33 6 89 38 78 12 Thank you!


Sample Customers

Influencers identification, influencers Marketing with eCairn new features

Technology