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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/
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eCairn Confidential
This picture contains about 37,000 ants.
It would take another 3370 of these charts
to represent the number of bloggers.
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How do you communicate with 126,000,000 bloggers? The usual way is one at a time.
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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.
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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.
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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.
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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.
Zoom & eCairn Confidential
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.
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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!
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eCairn Confidential
Presentation title in footer12 1 July 2009
eCairn
Influencer Target Marketing
Dominique.lahaix@ecairn.com
eCairn Confidential
MARKETING TEAMS
Listen & Learn
Engage
SaaS
COMMUNITIES
……..
eCairn Conversation™
What we do!
Zoom & eCairn Confidential
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
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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
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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
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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
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eCairn Confidential
Creating content
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eCairn ConfidentialZoom & eCairn Confidential
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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
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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
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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
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eCairn Confidential
Where do people find us ?
eCairn in Content Marketing
Social Media!
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eCairn Confidential
How do we work?
“leverage the community in both message creation and distribution”
Application on Bruce’s case
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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
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eCairn Confidential
Message Creation – Bruce’s Post
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eCairn Confidential
Target community: Sales & Marketing
1
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When Sales bloggers talk Voicemail on the week of Bruce’s post they talk…
Why Old Spice?????
1
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eCairn Confidential
Enrich the content with2
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And …2
THE Chris Brogan, 1000 RT per day(non audited number)
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And …
2
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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
Zoom & eCairn Confidential
eCairn Confidential
Content distribution
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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
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eCairn Confidential
Primary Target: Influencers and people mentioned in the message4
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Secondary Target: people talking VM
5
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Measure
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eCairn Confidential
Measure
Share of Voice
Influence of your blog
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eCairn Confidential
Share of mind
And # of relevant followers and friends…
Measure
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eCairn Confidential
Thank You
Influencer Target Marketing
www.zoomsales.biz
www.ecairn.com
Zoom & eCairn Confidential
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