Training on the eCairn Conversation App

1. Training eCairn Laurent.pfertzel(at)ecairn.com May 1 st 2009

3. eCairn Conversation (tm) Training Part 1: Overview & Initialization

4. Training - Overview

5. Training - Overview Select relevant people, places & conversations for integrated Buzz, Outreach, Advertising using existing infrastructures sharing the workload, building knowledge Measure activity, influence & lead generation Marketing & Agency Team

6. Training - Overview Technology is just one piece of the puzzle: Have a strategy (where you're going and what you want to do) and a clear purpose. Have goals and metrics (to determine if you're doing what you want)‏ Have the right level of resource and time to participate. Be patient.nn

7. 4 Workgroup Project 1 Project 2 Project N Relevant Social Media Sources Joe John Geoff Joe Mary Mike Mike John Mary Geoff Users Projects Joe (project admin)‏ Mary . . John Mike (project admin)‏ Geoff Conversations from Blogs or specific searches on social media sites such as Training - Overview

8. Training - Overview A few words about navigation within a project Top-Left Dashboard Tab Data and Graphs to assess project's status at a glance. Blogs Tab List to manage reference sources of conversations. Posts Tab Dynamic list of conversations coming from reference sources present in the Blogs tab. Network Tab Advertising and Social Network information. Top-Right Label Tab (project admin only)‏ Configure label/values to create categories Project Tab (project admin only)‏ Create and edit project settings. Right Sidebar Change your username, email address, pwd..here Filter Function Narrow what's displayed in the main pane based on context sentitive criteria.

10. eCairn Conversation (tm) Training Part 2: Ranking and Profiling

12. Training – Conversation Collection 1. Your Team Identifies Relevant Online Sources (to add to your project ) : Social Media Searches on 2. eCairn Conversation(tm) automatically subscribes and aggregate all conversations published by them: Blogs & Identify the influencers Search & Filter Annotate & Share Analyse and View Trends So that you can

15. 6 Overlay over Google Enter URLs (one per line)‏ Import from your RSS reader http://blog.com Allows you to add blogs as you surf Conversation™ runs your saved search in the background Training - Conversation Collection

16. 6 Save between 5-10 relevant searchs Training - Conversation Collection Find blogs: eCairn Conversation(tm) suggestions (a.k.a candidate blogs)‏ ‏ Blogs having published within the last 12 hrs a matching post are added to the result list Every search is replayed every 12 hrs Order in the list is a function of: - relevance to saved keywords - outbound links to existing blogs in your project Periodically review result list (2x/week- first 5-10 pages

24. eCairn Conversation (tm) Training 2 Part 3: Collaborative Worflow

28. 10 Built in state of the art search engine allows some sophisticated search: Syntax & (AND) by defaut, I (OR) , - (NOT)‏ i.e: apple | iphone -3g has the same meaning than apple OR iphone NOT 3g Query possible on one line (default), extended query (click on advanced options) has multiple ORand one NOT, for complexe queries it's easier to use the extended query mode. Proximity "apple iphone 3g"~4 query means that there must be less than 7 (3+4) word span which contains all 3 words i.e: "I bought an iphone in the apple store , it's the new 3g one" won't be matched "I bought an iphone 3g in the apple store is matched Quorum "apple iphone 3g"/2 query means 2 out of 3 words matching i.e: "I bought an iphone 3g" is matched Training – Collaborative Workflow

29. 10 Built in state of the art search engine allows some sophisticated search (Next): Symbol Search on $ (and other currency), % (and other symbol). i.e: “iphone $” will match posts where iphone and the symbol $ is present. More Options Search on URLs. i.e: http://myblog.com or http://youtube.com/abcd For youtube videos the query http://youtube.com or youtube.com will match all youtube videos links Search on title only or content only title: iphone content: iphone Training – Collaborative Workflow

40. eCairn Conversation (tm) Training 2 Part 4: Dashboard and Reporting

42. Creating Report - Prerequisites Example : Community = Beauty Blogger Brand = Lancome, Competitor = Clinique, Topic = Aging Project with 367 beauty bloggers Filters on Lancome, Clinique and Aging

44. Creating Report – Share of Mind For each brand and competitors in the report, do: 1) Extract blogs that mentioned it (Blogs tab) 1- select the brand name in Filter-by Topic (right bar) 2- select the level of influence, High, Medium or Low (to select high only, unselect medium or low) 3- write down the number of entries at the top left above the list 4- repeat for each level of influence Go to your spreadsheet software 1) create a table and enter the number found for each level of influence for all brands 2) create a bar chart

45. Creating Report – Share of Mind Example :

46. Creating Report – Share of Mind To report on people having mentioned a brand the most, do: 1) Extract blogs that mentioned it (Blogs tab) 1- select the brand name in Filter-by Topic (right bar) 2- select the level of influence, High, Medium or Low (to report on high, medium or low separately) 3- Take a snapshot of the list and add to your report. 4- Repeat for different level of influence and competitors High Influencer bloggers ordered by the number of time they mentioned the brand Lancome

47. Creating Report – Share of Mind To report on a brand's blog influence ranking: Prerequisite: The brand has a blog and it was added to the project Go to the dashboard tab Go the the “what's your influence?” module (middle right) In Sites, right click on the chart to export (You need to configure this module (click on the tool icon at the top right) so that the brand's blog is in the list of favorite blogs) Example :

48. Creating Report – Share of Voice 13 For each filter corresponding to the brand and its competitors, do: 1) select filter (Posts tab – right bar) 2) click on the trend button (above the filters list) 3) export chart as CSV 4) save your file on your computer Go to your spreadsheet software 1) import all CSV files saved as instructured above 2) create: - An overall conversation share graph (pie chart) - A time based conversation share graph (line graph) - A share of voice metric which is the fraction between the brand's mention and the overall volume of conversation from the target community.

49. Creating Report – Share of Voice 13 Example :

50. Creating Report – Share of Conversation For the target topic, create filters for topic&brand (if you want to report on 1 brand and 1 competitors, create 2 filters) 1) select topic&brand filter 2) click on the trend button (above the filters list) 3) export chart as CSV 4) save your file on your computer Go to your spreadsheet software 1) import all CSV files saved as instructured above 2) create: - An overall conversation share graph (pie chart) -> to get the overall # of conversation in the target topic, select the topic filter and write down the # of conversations as found on the top right of the list. - A time based conversation share graph (line graph)

51. Creating Report – Share of Conversation Example :

52. Creating Report – Influencer List and Map List (report the top 20-30 influencers) : 1) select the high influencers (blogs tab, filter in the right bar) 2) select “all xyz entries” at the top of the list 3) in the “do” pull down menu, click on export XLS or CSV and save the file Map (report a complete or partial map) : 1) Select Scope: - By influencer type (High, Medium, Low) - By ranking (i.e: the top 100, 200, 300...) -> i.e: to select the top 100, select “all” on first page, then go to page 2 and select all again..until page 5. - By topic (people who've talked about Lancome or the Aging topic) 2) in the “do” pull down menu, click on export Touchgraph or View Graph Note: this is a premium option not available in the basic package. 3) Once the map is displayed, save it by clicking on file/save image in Touchgraph.

53. Creating Report – Influencer List and Map Example : List Map

54. Creating Report – Expression Map Expression Map (available as a service only) : 1) Select the filter(s) in your list 2) Click on the trends button and export posts as CSV . 3) Send those files to [email_address] 4) eCairn sends back a CSV file of the ranked expressions.

55. Creating Report – Expression Map Example : (expressions are displayed as a cloud)

57. Dashboard and Reporting 13 Create Reports to Share your Progress post tab -> select a filter (right) -> click on the trends icon (top/right)‏ Export Graphs Export Posts Double click on a specific week to narrow the list

60. Dashboard and Reporting 13 Empty community Community is strongly networked -> Focus on finding relevant blogs based on what audience you want to reach . Try to find >100 blogs to get a good volume of conversations -> Communities are dynamic, allocate some time overtime to identify new relevant blogs.

61. Dashboard and Reporting 13 Quick Configuration Tool Use label&value to configure those parameters. In this example, 2 labels with 3 values each: 1) Subject = PR, SEM, Marketing 2) Source = Agency, Indendent, Solution provider At a glance, track the distribution across parameters that suit your business need.

62. Dashboard and Reporting 13 <- Find out if your community is advertising friendly . Find out if your community is -> social network friendly .

64. Dashboard and Reporting 13 Widget Brand Find out how often your brand is mentioned in your community Tip : Right-click on the mouse to export a graph

65. Dashboard and Reporting 13 Quick Configuration Tool Widget Brand1 Widget Brand2 Widget Brand3 Competitor ..... Select the filter you want for Brand, Product and Sentiment.

66. Dashboard and Reporting 13 Find out how often your product is mentioned in your community Widget Product

67. Dashboard and Reporting 13 Widget Product Find out what your community thinks about your product

69. Dashboard and Reporting 13 Company blog 1 Company blog 2 Competitor's blog Find out how influential your blog(s) is in your community Compare with your competitor's blog Tip : Right-click on the mouse to export a graph

70. Dashboard and Reporting 13 Quick Configuration Tool

71. Dashboard and Reporting 13 Find out how connected your team is with your community

73. 14 Find out the level of engagement of your team in your community overtime (configurable by clicking on the quick configuration tool)‏ Dashboard and Reporting

74. 14 Track the level of conversation of your favorite topic in your community overtime (configurable by clicking on the quick configuration tool) Widget Brand Dashboard and Reporting

75. 14 Social media is a 2-way street. Track how much learning you get by listening to your community. Tip : Right-click on the mouse to export this graph Dashboard and Reporting

77. 14 Quick Configuration Tool Select the filter corresponding to the topic you want to focus on or leave it as « All ». All Android iPhone BlackBerry Symbian ..... Android Dashboard and Reporting