Social Selling: Farmers and Hunters

Social Selling is now top priority for Sales & Marketing. One pitfall is to approach social selling like a “quick win” / “on the side” tactic for easy sales. Through the experience of large scale social selling projects in the last three years (mainly on Twitter & LinkedIn) , we identified four types of mindset but only one really delivers benefits and clients. […]

More on Sponsored Posts: Insights from the eCairn database

Our recent post about sponsoring posts as a way to drive brand awareness mentioned two important components of a sponsored posts campaign: where you engage and who you engage. What are the tribes where sponsored posts are the most frequently published? How influential are the bloggers who publish sponsored content? A look at eCairn’s database […]

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Sponsored posts: earning media through influencer marketing

In a study about social advertising published last May, Forrester evaluated the success of two widely used social media marketing strategies to promote brand awareness: organic posting (brand communication on owned media) and paid advertising. Two findings were of particular interest to us: 1. Organic posting, the most popular way for brands to reach their […]

New challenges for PR: Reputation attacks!

Is it fair to say that the war waged in the traditional economic sector has for the most part moved to an online battlefield? According to Christian Harbulot (http://www.spinpartners.fr/), the rules of the game changed over the past 20 years, with the democratization of the web and its emergence as a platform for free speech […]

eCairn maps the social web

New: eCairn Conversation™ for German Social Media Sphere

eCairn Conversation™ has completed another step towards mapping the social web: It now covers 34 German-speaking communities with more than 10k influencers from Germany, Switzerland, Austria, and Luxembourg. The list of German-speaking communities includes categories such as: cars (just think of Audi, VW, BMW, and Porsche…) beauty and fashion economy moms environment soccer etc. Germans are […]

Brand’s influencers on Twitter = Huge pay back

According to our recent research, influencer targeting is absolutely crucial on twitter AND it’s probably wise to start with those who are organically connecting to a brand’s twitter account from within a brand target market or industry.

Here is why:

It’s a fact, people talk infrequently about brands in social media.

Moreover, we found that brand are mentioned much less on Twitter than on Blogs. In the examples below, brand mentions are 10 to 30 times less on Twitter.

The good news is that we also found that:

Industry influencers talk 100 times more often about brands that matter in their industry than the average Twitterers**
The pool of relevant influencers that are strongly connected to a brand through Twitter mention it 2 to 60 times more than other influencers within the same community.

=> Influencers from a brand’s industry who connect to are 200 to 1200 more likely to mention it than the random Twitterers