eCairn Webinar 02-02-10

Presentation title in footer1 1 July 2009

Agenda

1. The right mindset

2. 2 different approaches in social media

3. Why use eCairn Conversation(tm)?

4. Case scenario: Lancome

Starting with the right mindset

To succeed in positioning your organization in social media, reform begins from within: We admit our traditional marketing is useless over

the social web

Conversations have become unmanageable

Next steps:

1. Make a decision to dedicate resources

2. Know what you want out from social media

Different approaches

VS

Your Brand

Your Brand

Observe everything relevant from everyone

Listen to the people relevant to you

Monitor attitude Targeted listeningattitude

Why using eCairn Conversation?

Customer research

Community management

Social launch

Today’s case scenario:

Lancome

Customer research

How does it work?

Let’s dive into eCairn Conversation(tm) DEMO

Step 1: Identify the influencers

Unless you target relevant people, your can't allocate your resource for best ROI

“x millions bloggers”

Rank“Map the community”

Search

List

“Find a few relevant ones”

SocialRelevance

Top influencers

Long Tail

Cross-reference

Step 2: Understand the Conversation

Example:Beauty community = 66,000 conversations overall

2,500 conversations on Aging

Step 3: Measurement

1. Share of Mind

1. Share of Voice

1. Share of Conversation

3 KPI:

Share of Voice

0

20

40

60

80

100

Apr

May

May

Jun

Jul

Jul

Aug

Sep

Sep

Lancome Clinique

Share of Mind

11

51

146

11

57

183

0

50

100

150

200

Influencers (13 total) Magic Middle (72

total)

Long Tail (440 total)

# o

f In

flu

en

ce

rs

Lancôme Clinique

Share of Aging (# of conversations)

3326

119114

Lancome Clinique Other

Share of Aging

0

5

10

15

20

Apr

Apr

May

May Jun

Jun

Jul

Jul

Aug

Aug

Aug Sep

Sep Oct

Lancome Clinique

Thank you

Virginie.glaenzer@ecairn.com

Conversation+partners@ecairn.com