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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
