2. 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
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3. 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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4. This picture contains about 37,000 ants.
It would take another3370 of these charts
to represent the number of bloggers.
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5. How do you communicate with 126,000,000
bloggers? The usual way is one at a time.
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6. 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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7. 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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8. 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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9. Influencer Target Marketing is becoming as important as
marketing directed toward a companies potential customers.
A company can not afford to
address just its potential
customers.
It must direct its messages and
conversations toward influencers
that engage with its potential
customers.
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10. Spreading the Net
Coupling Social Influence Marketing and Social Media
• Traditional media only addresses the 5% to 15%
of the market that is ready to buy at any one
moment.
• Social media involves engagement with 100% of a
market through conversations that builds trust over
time so that prospects will seek out the company
when 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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11. 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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12. eCairn
Influencer Target Marketing
Dominique.lahaix@ecairn.com
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13. What we do!
MARKETING TEAMS Engage
COMMUNITIES
SaaS
eCairn
Conversation™
……..
Listen & Learn
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14. Customers
Influencer Target Marketing success stories with enterprises,
agencies, and individuals.
Enterprises
Top swiss brand
Agencies
Consultants
Gunther, Tatiana, Morgane,
Marketing Guru Business Intelligence PR & Social Media
Los Angeles Sao Paolo Paris
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15. 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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16. Where does eCairn fit ?
Influencers
Branded Virtual Social Web
Communities Communities
Enterprise 2.0 Social Media Targeting Social Media Monitoring
•Jive •eCairn •Radian6, SM2
•Lithium •Visible, Scoutlabs
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17. Influencer Target Marketing
Training - Overview
is a 4 steps
process
Companies can achieve more
1. Find then 80% of the potential
communities, value of a seeding program
identify by targeting fewer than 5%
Share of Voice influencers
Share of Mind of the potential customers*.
Share of Topic
4. Measure 2. Understand
results the conversation
Listen to influencers
• Buzz 3. Build and Search & filter
• Outreach manage an Annotate & share
• Content Marketing Analyze and view trends
• Private community integrated
• Advertising community Plan
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21. eCairn Results for 10 SVAMA- EMMF Registrant’s
Company Websites
Website Rank by Alexa
Example: Site #9 ranks as in the top 5,100,000 websites.
Alexa
14000000
12000000
8800000
6211000
5100000
3200000 3000000
1900000
1000000
450000 80000
one two three four five six seven eight nine ten ecairn
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22. eCairn Results for 10 SVAMA- EMMF Registrant’s
Company Websites
11-23-2010
0% 9%
27%
45%
55% 37%
18%
9%
With blog Without a blog Without social profiles One Two Three Four Five
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23. Influencer Target Market increased readership to eCairn’s
blogs by over 1000%
Average 1,000%+ increase for 6,100 unique visitors
First 6 blogs not engineered next 25 engineered blogs from a single post
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24. eCairn in Content Marketing
Where do people find us ?
Social Media!
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25. How do we work?
“leverage the community in
both message creation and
distribution”
Application on
Bruce’s case
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26. Message Creation - Process
2
1 >Conversation Tab 3
- Content
>Explorer Tab - Linkss Augmented content
- Correlated ideas - Links
Idea Topic
- In target - References, Citations
communities - SEO
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