Zoom e cairn customer svama presentation v3.2 slide 22 edited

eCairn ConfidentialZoom & eCairn Confidential

eCairn Confidential

Welcome to the SVAMA ………………….Emerging Media Morning Forum

Bruce Rossiter Chairman of the EMMF, this

morning’s Moderator, and a certified Social Media Strategist for Zoom Sales & Marketing,

and

Dominique Lahaix CEO, eCairn, this morning’s

presenter and winner of Forrester’s Groundswell Award for 2010 – B2B Listening.

11-23-2010

Zoom & eCairn Confidential

eCairn Confidential

Technorati has accounted for over 126,000,000 bloggers worldwide*

*As tracked by BlogPulse, http://royal.pingdom.com/2010/01/22/internet-2009-in-numbers/

3Zoom & eCairn Confidential

http://royal.pingdom.com/2010/01/22/internet-2009-in-numbers/








eCairn Confidential

This picture contains about 37,000 ants.

It would take another 3370 of these charts

to represent the number of bloggers.


eCairn Confidential5

How do you communicate with 126,000,000 bloggers? The usual way is one at a time.



How can we leverage engaging with thousands of prospects? This is where Influencer Target Marketing becomes important. Influencers have wide

readership and their influential reader’s also pass on the message.


eCairn Confidential

What is an Influencer?

An influencer is not someone that has special powers over a large number of people.

An influencer is an everyday person who has an outsized influence on their peers because of how much content they share online and by the

number of links they have to other people of influence.

They exert their influence on purchasing decisions by rating products, commenting or publishing

opinions, and participating in conversations across the web.


eCairn Confidential

Most people realize that when making high-consideration purchases, they can make better and more informed decisions when they take into account the advice and experience of others who have made these decisions before.


eCairn Confidential

Influencer Target Marketing is becoming as important as marketing directed toward a companies potential customers.

It must direct its messages and conversations toward influencers that engage with its potential customers.

A company can not afford to address just its potential customers.


eCairn Confidential

Spreading the NetCoupling Social Influence Marketing and Social Media

• Traditional media only addresses the 5% to 15%of the market that is ready to buy at any onemoment.

• Social media involves engagement with 100% of amarket through conversations that builds trust overtime so that prospects will seek out the companywhen they are ready to buy.

• Social Influence Marketing is the leverage one needs to get through the howl of noise put up by 126,000,000 bloggers.


eCairn Confidential

So it is time to turn the presentation over to our Influencer-in-Chief, Dominique Lahaix, who will tell us about the world of influencers.

Ta Da!


eCairn Confidential

Presentation title in footer12 1 July 2009

eCairn

Influencer Target Marketing

[email protected]

eCairn Confidential

MARKETING TEAMS

Listen & Learn

Engage

SaaS

COMMUNITIES

……..

eCairn Conversation™

What we do!


eCairn Confidential

CustomersInfluencer Target Marketing success stories with enterprises,

agencies, and individuals.

Top swiss brand

Gunther, Marketing Guru

Los Angeles

Tatiana, Business Intelligence

Sao Paolo

Morgane, PR & Social Media

Paris

Ente

rprises

Agencie

sC

onsultants


eCairn Confidential

A Virtual Community is a large groups of people,

highly passionate, and highly interconnected (blogs, tweets, Facebook, LinkedIn) .

MOMMY BLOGGERS, Geeks, Travelers, Stamps Lover,

Frugals, Cloud Computing Experts, Gamers, Naruto fans,

Fashionistas, Cruise Addicts, CELEBRITIES,

CORPORATE RESPONSIBILITY, Bartenders, Web

development, VC’s and Startups, Healthcare CIOs, IT

Security, Beauty, Comics Collectors, Arsenal FC fans,

FITNESS MOMS, Wine bloggers, Greens, Commercial

Real Estate Experts, American passionate about Irish

Ancestry, Pheasants Hunters…

... and 1,000’s more


eCairn Confidential

Influencers

VirtualCommunities

Social Web

Where does eCairn fit ?

BrandedCommunities

Enterprise 2.0

•Jive•Lithium

Social Media Monitoring

•Radian6, SM2•Visible, Scoutlabs

Social Media Targeting

•eCairn


eCairn Confidential

Training - Overview

1. Find communities,

identify influencers

Listen to influencers Search & filter Annotate & share Analyze and view trends

3. Build and manage an integrated

community Plan

4. Measure results

2. Understandthe conversation

Share of Voice Share of Mind Share of Topic

Influencer Target Marketing is a 4 steps

process

Companies can achieve more then 80% of the potential

value of a seeding program by targeting fewer than 5%

of the potential customers*.

• Buzz• Outreach• Content Marketing• Private community• Advertising


eCairn Confidential

Creating content


eCairn ConfidentialZoom & eCairn Confidential

eCairn Confidential

eCairn Results for 10 SVAMA- EMMF Registrant’s Company Websites

Website Rank by AlexaExample: Site #9 ranks as in the top 5,100,000 websites.

Alexa

1900000

12000000

1000000

3200000

6211000

3000000

450000

8800000

5100000

14000000

80000

one two three four five six seven eight nine ten ecairn



45%

55%

With blog Without a blog

27%

18%

9%

37%

0% 9%

Without social profiles One Two Three Four Five

11-23-2010

eCairn Results for 10 SVAMA- EMMF Registrant’s Company Websites


eCairn Confidential

Influencer Target Market increased readership to eCairn’s blogs by over 1000%

Average 1,000%+ increase for next 25 engineered blogs

6,100 unique visitorsfrom a single postFirst 6 blogs not engineered


eCairn Confidential

Where do people find us ?

eCairn in Content Marketing

Social Media!


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How do we work?

“leverage the community in both message creation and distribution”

Application on Bruce’s case


eCairn Confidential

Message Creation - Process

Topic

>Explorer Tab- Correlated ideas- In target communities

Idea

>Conversation Tab- Content- Linkss

1

2

Augmented content- Links- References, Citations- SEO

3


eCairn Confidential

Message Creation – Bruce’s Post


eCairn Confidential

Target community: Sales & Marketing

1


eCairn Confidential

When Sales bloggers talk Voicemail on the week of Bruce’s post they talk…

Why Old Spice?????

1


eCairn Confidential

Enrich the content with2


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And …2

THE Chris Brogan, 1000 RT per day(non audited number)


eCairn Confidential

And …

2


eCairn Confidential

2


http://oldspicevoicemail.com/male.html

eCairn Confidential

Augmented content

3

What does think about voicemails?


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Message Creation - recap

ContentMeasurable item

Primary Target Secondary Target

4

Topic

>Explorer Tab- Correlated ideas- In target communities

Idea

>Conversation Tab- Content- Linkss

1

2

Augmented content- Links- References, Citations- SEO

3


eCairn Confidential

Content distribution


eCairn Confidential

Message Distribution Process

Viral Effect

Augmented Content

Primary Target

Secondary Target

>Community Tab - Community List &

Social Graphs

- Outreach target- Buzz Target (Topics)

Buzz Campaign

Outreach Campaign

3

4

5


eCairn Confidential

Primary Target: Influencers and people mentioned in the message4


eCairn Confidential

Secondary Target: people talking VM

5


eCairn Confidential

Measure


eCairn Confidential

Measure

Share of Voice

Influence of your blog


eCairn Confidential

Share of mind

And # of relevant followers and friends…

Measure


eCairn Confidential

Thank You

Influencer Target Marketing

www.zoomsales.biz

www.ecairn.com


http://www.zoomsales.biz/



http://www.ecairn.com/

Zoom e cairn customer svama presentation v3.2 slide 22 edited

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