These slides correspond to our February 2nd Webinar.

1. 1 Presentation title in footer 1 July 2009

2. Agenda
1. The right mindset
2. 2 different approaches in social media
3. Why use eCairn Conversation(tm)?
4. Case scenario: Lancome

3. 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

4. Different approaches
Monitor attitude Targeted listening
attitude
Your Brand
Your Brand
Listen to the people
relevant to you
Observe everything
relevant from everyone
V
S

5. Why using eCairn Conversation?
 Customer research
 Community management
 Social launch
Today’s case scenario:
Lancome
Customer research

6. How does it work?
Let’s dive into eCairn
Conversation(tm) DEMO

7. Step 1: Identify the influencers
Unless you target relevant people,
your can't allocate your resource for best ROI
“x millions bloggers” “Find a few relevant ones”
Search
List
Relevance
Social
Rank
“Map the community”
Top influencers
Cross-reference
Long Tail

8. Step 2: Understand the Conversation
Example:
Beauty community = 66,000 conversations overall
2,500 conversations on Aging

9. Step 3: Measurement
3 KPI: Share of Mind
200 183
# of Influencers
146
150
100
1. Share of Mind 50
51 57
11 11
0
Influencers (13 total) Magic Middle (72 Long Tail (440 total)
total)
Lancôme Clinique
1. Share of Voice
Share of Voice
100
80
60
40
20
0
Jun
Jul
Jul
Apr
Aug
Sep
Sep
May
May
Lancome Clinique
1. Share of Conversation
Share of Aging Share of Aging
(# of conversations)
119 20
114
15
10
5
0
3326
Jul
Jul
Jun
Jun
Oct
May
May
Sep
Sep
Aug
Aug
Aug
Apr
Apr
Lancome Clinique Other Lancom e Clinique

10. Thank you
Virginie.glaenzer@ecairn.com
Conversation+partners@ecairn.com