1. ©
eCairn
2013.
All
rights
reserved.
We
map
the
people
who
ma+er
on
the
social
web
and
make
it
ac>onable
for
brands!

2. ©
eCairn
2013.
All
rights
reserved.
Agenda
• Needs
we
adress
/
How
we
do
it
• eCairn
conversa>on
tm
new
features
• eCairn
unique
reports

3. ©
eCairn
2013.
All
rights
reserved.
Needs
we
address
• Influencer
marke>ng
• Product/Brand
marke>ng
research
• Social
marke>ng
extension
(events…)
• Content
Marke>ng,
content
intelligence
• Data
Enhancement
• Media
spend
op>miza>on
• Lead
Genera>on,
social
Sales
• Community
management
• Command
center
extension

4. ©
eCairn
2013.
All
rights
reserved.
Iden5fy
tribes
and
rank
influencers
• Map
communi5es
and
iden>fy
influencers
• Find
your
tribes
• Rank
the
Influencers
in
'top',
'magic
middle'
and
'long
tail'
• Map
and
find
out
the
neighbor
clustering
for
your
community
1
We
focus
on
people
who
maXer

5. ©
eCairn
2013.
All
rights
reserved.
Relevance
Influence
Reach
• Indicates
focus
of
the
influencer
on
a
given
topic
• Based
on
frequency
with
which
certain
keywords
or
expressions
are
men>oned
by
the
influencer
• Scale
from
0
(low)
to
100
(high)
• The
influencer
writes
and
shares
content
that
impacts
the
opinion
of
peers
• Primarily
based
on
the
number
of
>mes
peers
within
the
targeted
community
link
back
to
posts
from
the
influencer
• Scale
from
0
to
100
(Low/med./high)
• Indicates
numbers
of
community
members
that
subscribe
to
the
content
shared
by
the
influencer
• Provides
an
indica>on
of
the
poten>al
social
reach
when
the
influencer
is
used
as
a
relay
for
third
party
generated
content
How
we
rank
them

6. ©
eCairn
2013.
All
rights
reserved.
14
Countries
6
languages
Local
iden>fica>on

7. ©
eCairn
2013.
All
rights
reserved.
Iden5fy
and
profile
candidates
for
influencers
outreach
campaigns
• Manage
outreach
and
organize
engagement
with
people
who
maXer
• Track
ac5vity
for
repor>ng
to
management
• Socialize
and
crowd
source
your
content
2
Scope
is:
Blog,
Twi+er,
FB,
Youtube,
Linkedin,
Pinterest
We
iden>fy
and
engage
the
people
who
maXer

8. ©
eCairn
2013.
All
rights
reserved.
Organize
and
analyze
conversa5ons
• Listen
to
conversa5ons
from
your
social
community
about
relevant
topics
and
about
your
brand
• Monitor
brands
in
key
ver>cals/
communi>es
• Track
sen5ment
about
your
brand
• Benchmark
against
peers
• Get
insights
for
product
development
3
We
get
insights
and
kpi
from
people
who
maXer

9. ©
eCairn
2013.
All
rights
reserved.
Measure
performance
of
your
brand/campaign
(here:
Pepsi
Beyonce
Ad)
In
each
target
audience
Data
displayed
is
purely
for
illustra>on

10. ©
eCairn
2013.
All
rights
reserved.
Data
displayed
is
purely
for
illustra>on
(here:
Pepsi
and
Coke
brands
in
Music
and
Celebri5es)
Coke
has
more
men5ons
In
both
Music
and
Celebri5es
Pepsi
2
big
spikes
Compared
to
compe>tors

11. ©
eCairn
2013.
All
rights
reserved.
Increase
the
conversion
rate
on
your
web
site
Inplement
the
feed
of
the
key
conversa5ons
of
the
people
who
ma+er
for
your
brand
on
your
web
site
• Select
the
conversa5ons
from
your
social
community
about
relevant
topics
and
about
your
brand
• Get
the
feed
• Implement
it
on
your
web
site
4

12. ©
eCairn
2013.
All
rights
reserved.
Data
displayed
is
purely
for
illustra>on
+
800
ver>cals
mapped
+
370k
influencers
ranked

13. ©
eCairn
2013.
All
rights
reserved.
Agenda
• Needs
we
adress
/
How
we
do
it
• eCairn
conversa5on
tm
new
features
• Tribe
insider
• Youtube
as
a
channel
• eCairn
unique
reports

14. ©
eCairn
2013.
All
rights
reserved.
Compare
the
audiences
composi5on
of
different
brands/topics/people
by
tribe
Our
new
killer
feature,
the
tribe
insider

15. ©
eCairn
2013.
All
rights
reserved.
Compare
the
audiences
of
different
brands/topics/people
by
countries
Our
new
killer
feature,
the
tribe
insider
0,0% 10,0% 20,0% 30,0% 40,0% 50,0% 60,0%
Chanel
Louis Vuitton
Gucci
Hermes
Rolex
USA UK Latin Am Germany France Canada Brazil Australia

16. ©
eCairn
2013.
All
rights
reserved.
Tribe
Insider,
the
benefits
Understand
the
trends
/SOV
by
tribe

17. ©
eCairn
2013.
All
rights
reserved.
Example
:
Vodka
17
I’m a Vodka brand ,,
I’d like to grow my brand
reaching out Influencers
However, I don’t want to target
any
Girl/Guy who just happen to talk
about Vodka
Right ?

18. ©
eCairn
2013.
All
rights
reserved.
1-­‐
Create
a
Topic
18
Tribe insider

19. ©
eCairn
2013.
All
rights
reserved.
2-­‐
Apply
the
topic
to
eCairn’s
gigabase
19
2- (can be restricted to verticals or countries)
*** We call this “tribe insider”, cause we’re techy
Tribe insider

20. ©
eCairn
2013.
All
rights
reserved.
3-­‐
Understand
Where
Vodka
is
discussed
20
Gen Y and Music are perfect target for my campaign !!!!!!
Tribe insider

21. ©
eCairn
2013.
All
rights
reserved.
21
Get all influencers in these 2 tribes
Who talk “Vodka”
Tribe insider
4-­‐
Zoom
on
the
tribes
you
are
interes+ed
in

22. ©
eCairn
2013.
All
rights
reserved.
5.
Get
the
list
of
influencers
!!!!!!,
we’re
talking
BIG
numbers
and
DEEP
profile
22

23. ©
eCairn
2013.
All
rights
reserved.
6.
Slice
and
Dice
the
way
you
desire
23
(Influence, Reach, Relevance, Geo, Platform, Social
Graph, Earned/Paid/Ads)

24. ©
eCairn
2013.
All
rights
reserved.
7.
Run
a
campaign
24
© eCairn 2013. All rights reserved.
from H Timmermann

25. ©
eCairn
2013.
All
rights
reserved.
8-­‐
Measure
the
Impact
on
your
Campaign
25
© eCairn 2013. All rights reserved.

26. ©
eCairn
2013.
All
rights
reserved.
Tribe
Insider,
the
benefits
• Use
eCairn
tribe
framework
as
a
giant
organized/clustered
focus
group
• Get
more
granular
insights
i.e
share
of
voice,
brand
performance
and
campaign
results
by
tribe/market/country/ver>cal
• Iden>fy
strength,
weaknesses
and
compe>>ve
landscape
at
tribe
level
Tribe insider

27. ©
eCairn
2013.
All
rights
reserved.
Agenda
• Needs
we
adress
/
How
we
do
it
• eCairn
conversa5on
tm
new
features
• Tribe
insider
• Youtube
as
a
channel
• eCairn
unique
reports
• Use
cases

28. ©
eCairn
2013.
All
rights
reserved.
Listen
and
mine
the
Youtube
content
from
Influencers
Relevance,
audience
(octobre)

29. ©
eCairn
2013.
All
rights
reserved.
Profile
Influencers
in
Pinterest

30. ©
eCairn
2013.
All
rights
reserved.
Data
displayed
is
purely
for
illustra>on
Dashboard
enables
quick
access
to
key
insight
&
benchmarking

31. ©
eCairn
2013.
All
rights
reserved.
Agenda
• Needs
we
adress
/
How
we
do
it
• eCairn
conversa>on
tm
new
features
• eCairn
unique
reports

32. ©
eCairn
2013.
All
rights
reserved.
Non-­‐influencers
Low
influencers
Top
influencers
Medium
influencers
Your
Blog
Data
displayed
is
purely
for
illustra>on
Measure
Your
blog/FB/TwiXer
performance
&
Influence
with
target
audiences

33. ©
eCairn
2013.
All
rights
reserved.
Report
1:
Social
Intelligence
Report

34. ©
eCairn
2013.
All
rights
reserved.
Report
2:
Social
Presence
Audit
Facebook,
TwiXer,
Pinterest,
Youtube

35. ©
eCairn
2013.
All
rights
reserved.
Vincent.van>lcke@ecairn.com
+33
6
89
38
78
12
Thank
you!

36. ©
eCairn
2013.
All
rights
reserved.
Sample
Customers