Download - Ecairn Conversation
Presentation title in footer1 1 July 2009
What is a virtual Community?Large groups of passionate people around topic or expertise
interconnected in the social web (blogs, tweets, Facebook, LinkedIn)
Mommy Bloggers, Geeks, travelers, Stamps lover, Frugals, Cloud Computing Experts,
Gamers, Naruto fans, Fashionistas, Cruise addicts, Celebrities, Corporate
responsibility, Bar tenders, 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…. And 1000’s more
Why focusing on Influencers inside communities?
Experts drive salesDunbar numberEfficiency (80% impact on 5% of the people)Broad monitoring doesn’t make the cut
Influencers
Communities
Web
Communities already mappedAvailable in Conversation
Step 2: Listen, understand and engage
x millions bloggers
Rank InfluencersMap communities
Find relevant ones
Top influencers
Long Tail
3 steps- process
Step 1: Identify the influencers
Step 3: Measure
Find hot topics & trends
Share of Mind
11
51
146
11
57
183
0
50
100
150
200
Influencers (13 total) Magic Middle (72total)
Long Tail (440 total)
# o
f In
flu
en
ce
rs
Lancôme Clinique
Share of Aging
0
5
10
15
20A
pr
Apr
May
May
Jun
Jun
Jul
Jul
Aug
Aug
Aug
Sep
Sep
Oct
Lancome Clinique
Share of Aging (# of conversations)
3326
119114
Lancome Clinique Other
Share of minds Share of conversationsShare of voice
Clients
Ogilvy
Create content for its communities
Consumer research
Product social launch
Mapping communities
Trends research
Competitive research
Giant focus groups, made
up by natural communities
Real time Listening: blogs, Twitter, Facebook and more
River of clean conversations
can be turned into insights
ResearchConsumer research
Competitive research
Competitive research
Recruit members & guest authors where they hang out
Understand and build content plans against what’s interesting
Feed back the community with intelligence over the eco-system
Community Building
Widget,Research Report
Create content for its communitiesMapping communities
Understand Community dynamic and competitive position
Identify Influencers & plan laser sharp outreach
Buzz on what matters for who matters ! Measure effort and result
Social LaunchProduct social launch
Conversation Key Benefits
Community Mapping• Suggested candidates
• Influencers ranking
• Mapping
Collaborative Engagement• Annotation tools
• Team metrics
Conversation intelligence• Expression cloud
• Share of voice
• Share or mind
• Share of conversation