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Why use eCairn for social media intelligence

March 18, 2015

Is possible many of you have stumbled into many social media marketing tools that offer to track influencers, audit your brand, do competitive research and share content among other things. Perhaps you have heard of Sysomos, Radian6, Klout and traakr.

Our key differentiation is we group people with common interests that talk and share content around an specific topic. We call them tribes. And we calculate influence within these specific ‘topic’ tribes. Because hey, one mommy blogger can influence million moms in America, but can you tell which blogger is influencing who, where and what content in more appealing to a group of listeners? Also, influence is dynamic. And when you put all mommy bloggers together you can compare apples to apples, and be confident you’re listening to the mommy rock stars at that point in time.

We have helped many American and international corporations with over 30 different use cases, enhancing monitoring their social media strategies. More typical uses involve:

* Downloading influencer lists by vertical
eCairn holds to date close to half a million influencers across 900 different tribes. Search a specific term within the tribes and download only what matters to you.

eCairn Audience insights

For instance, search for mommy bloggers and other tribes who mention “changing diapers”. Explore conversations and identity people who can contribute growing your brand’s awareness -link building .
Changing diapers convs* Content research
With eCairn you can search for specific keywords across tens of million conversations daily, and discover hot topics among a community. Is a process of discovering, adapting, learning new trends (keywords) and building your themes, and discover again.
We offer a combination of automated reports and manually annotate conversations for sentiment analysis.

eCairn reports* Spy your competition
Analyzing your competitor’s social accounts is also part of what you can do with eCairn. Add your competitors social media channels (Facebook, Twitter, YouTube, Instagram) and learn about their SM strategy:
– Discover if they are offering deals, promoting hashtags, events, generating brand awareness

– Setup a theme to follow-up on competitor mentions and social mentions

– Listen to what matters on you mobile devices, subscribe to customized RSS feeds and integrate with Feedly or Zapier

– Study their SEO tactics, trace links and inbound marketing efforts

Share of Voice of social media tools sample.

Share of Voice of social media tools sample.

* Alerts
This feature can be configured to automatically post on your own social media account, email forward, or exporting data to a your Google docs. Simply configure a keywords of your interest. It can be brands, product names, twitter mentions (i.e. @ecairn, #ecairn), competitors. And the digest can be check on your laptop or mobile devices.

5 Reasons why Twitter is even better than Linkedin for Social Selling

December 5, 2014

Screen Shot 2014-12-04 at 11.39.30 PMI love Linkedin and use it everyday and today I stumbled on two posts (from Chris Reidd and Alice Meyeroff   ) telling how Linkedin and Social Selling is better than cold calls and I think it is time to give to Twitter what belongs to Twitter.

I get that Linkedin is way better than cold calls. However, ** when you sell to an audience who has adopted Twitter **, I would argue that Twitter ( and even better Twitter then Linkedin) is  better and here are 5 reasons why:

#1. Linkedin only gives you a person resume.

It’s good to be able to find people names in Linkedin along with their professional background (in Google searching in Linkedin where you can do crazy queries) .

It is specially good for hiring, but when it come to sales, it does not tell you much about who this person is.

Move to Twitter and you can get insights about the important things in life like: favorite food, the places he/she goes, preferred sport, political ideas, kids,  …  and also whether they could be interested in the kind of things you are selling,

Maybe they ask questions that you can answer? Maybe they express needs? Maybe they are already discussing/exchanging/following your competitors?

Linkedin was build for hiring and -so far- it works great for prospective employees or employers where you don’t really build “relations”. Do you still have ties with the people you have interviewed years ago?

But when it comes to sales, people sell to people, not to resumes.

#2 Linkedin is poor in content

In B2B Tech, where we have solid data points, thousands of CIO’s & tech executives tweet every day. And as people strive to gain leadership, this will go up.

In our target market, Social Marketing ( i.e ~5000 to 10000 people in US and Europe), more than half of the people we listen to tweet more than once per day, and many blog.

Again these are early adopter verticals and not the majority.

But one tweet per day;  you don’t get near that kind of speed on Linkedin.  Excluding the rare “linkedin influencers” – great move from Linkedin- there is no fresh content until your prospect moves to another job.

Each tweet – 10’s of them per month-  is an opportunity not-to-make a cold call. Actually to “not make a call at all” but to respond with added value to a discussion your target customer is starting. (note: I don’t recommend to catch every opportunity to engage but if you listen carefully, you’ll find good ones more often than not).

The Linkedin substitute to the “cold call” is an informed call or a referred call. It’s better than a cold call but it still a call.

If you can help a prospect or provide value answering a tweet, then you move to a different league.

#3 Linkedin is hiding the network

This one is kind of counter intuitive but yes, Linkedin is “hiding” the network and making money letting people see it piece by piece….  up to a certain limit.

I don’t know about you but for me is it so frustrating. This is like playing chess but not been allowed to think more than one move ahead or watching a football game with the camera on one player.

When you see an entire network, you can discover paths that you are not part of but could be, influencers that you need to reach in order to get to the people you want to talk to etc.

You can also measure progress. Not things like “xxxx connections YY Millions professionals in your Network” but real progress like how close and  engaged you are with prospective clients and the people influencing them.

Here is a (very partial) view of the Social Marketing Market:


Screen Shot 2014-12-04 at 9.54.53 PM

It’s clear that people like Jeremy Owyang (although he’s now working in collaborative economy), Jay Baer, Scott Monty  are influencing many Social Media decision makers in Large Enterprises that we want to talk to.

#4 Linkedin does not provide “group” listening.

You can’t  really learn learn much about a company listening in Linkedin beside “static information” such as # of employees, per function, location, “moves”. A quick look every quarter and you’re OK.

Some real smart people get significant value from this :, but real time listening? forget it.

Using twitter, you can structure real time listening of 1000’s of key employees of a potential client, or all (most) people managing Social, IT, Sustainability, HR,  …. in F1000 companies.

You can decipher the “hidden” org chart of a Corporation –  the CIO is engaging more with the VP Sales in Spain than with the CMO, and they talk about Real Madrid  – , and understand who within the account is your best entry and why you better not buy this iPhone case with a picture of Lio Messi. (There is a 49ers-Seahawk version of this but … let’s see in two weeks).

#5 Linkedin is not helpful until your target is already your contact

This is basic but that is indeed a serious issue.

What can you do on Linkedin before the person has accepted your connection is very very limited. It is a challenge to get to this point and “cold inmail” won’t do the trick.

Twitter offers many ways to initiate the relation – RT, mention, follow- lists- favorite, then direct private messages and to make progress up to a point when you can take an embryonic relation to Linkedin ;-)

Don’t take me wrong. Linkedin is great. Linkedin is the ultimate solution for recruitment and Linkedin is very useful later in the sales cycle. Linkedin is also way more widespread in B2B than Twitter .. but if you are fortunate to have a significant share of your target clients in Twitter, use Twitter as the primary platform for sales and start there !

Then get from Linkedin what you can’t get from Twitter:  1) the inmail and 2) the opportunity to have long conversations when things get tangible.



Top 3000 Social Media Influencers: Graph and Observations

November 18, 2014

We used  to publish (back in 2008)  the Top 500 Social Media Influencers (  and  as many people were publishing  similar rankings  ….. we stopped. Beside getting a burst of traffic, there was no real value in publishing this over and over.

But today, we’re coming back with something different: The Map of the Social Media Marketing Influencers (see this as the combined social graph).

In this map: Each node is a person (present in multiple platforms: blogs, twitter…) and each link shows “use of content” i.e its content has been re tweeted, replied to, linked back or she/he/it  has been mentioned in a blogroll by another influencer.

This is not a follower map but a “use of content” map, which to us is the best metric for influence.

Marketing (Social)6

Overall a pretty connected set of people. The graph is optimized to show only most significant connections, otherwise we won’t see anything. What I find really amazing is that one of the few picture you spot right off the bat is Seth Godin’s forehead. Talking about “purple cows“….

Diving deeper:

Here is a zoom on the top ones (i.e the one whose influence is at least a 1/5th of the #1).


The major changes we see from the past is the rise of  vendors (Hubspot, Buffer… ok not eCairn ;-) ) , some (rare) agencies, and a few magazines.

Beside that, the individual influencers  are pretty much the same. It’s a full time job to be a top worldwide influencer in Social and few people have retired at this stage.

Before closing on this, I’d like to share with you Jeremy Owyang “relevant Social Graph” in social media.


What I find interesting in this graph is that:

  • Among the top 3000 Social Media Influencers, 94 of them engaged (i.e not follow), with Jeremy in the last 6 months. It’s quite impressive.
  • The graph is very dense so there is a lot going on amongst the people engaging with him.

The full engagement & followers graph of the top 50 would look like this.


If you find someone who can read it, send us a note ;-)

New Feature for social segmentation

October 22, 2014

We’re pleased to announce the release of Audience Insights;
In one single click, you can understand the segments in social that are relevant to your brands or topics.
See for yourself

Why marketing is missing the point in social

September 18, 2014

Unlearning marketing is a term that has surfaced recently, mainly pushed by the Adobe folks.

I can’t  agree more.  Marketing – as it was done before social media – is archaic and less and less relevant.

If you look at the words of marketing,  you clearly see it was built to address a flat market. The core notions of marketing, that current marketers are familiar with are:  “lists” and “segments”.

Marketers segment people into square boxes or folders, groupclist people with the same geo-socio-demo-attributes in rigid segments.

Marketers  buy lists, email to lists, manage lists.

All this was good before social media. But “social media” enables people to connect online and  make these connections  visible to brands, and to others.

The result is that people in marketers lists are  connected to each other too and that these lists are no longer  lists but  graphs.

And talking about segments, you can’t really segment a network. The proper technique to extract part of a graph/network is “clustering”. Segments have therefore become Clusters and the challenge for marketers has shifted from defining segments to identifying clusters.

Screen Shot 2014-09-12 at 9.47.22 AM

It may not sounds radical but the transformation is similar to traveling on a “flat world” versus on a globe.

Still most marketing executives we meet these days are not ready to question the practices and learning they built for a “flat world”. They frequently come to us with requests such as:  can you find us millenium’s,  wealthy single men 18-25  ?, people that match a specific persona? and can’t take the answer: “this is not how the market is organized in social”.

That’s for the geometry of the market … and  there is more to it:

  • These clusters are “conscious” i.e they know each other, they know they have power as a group and they know that marketers should know so the tolerance for “plain advertising messages” or lack of understanding of the nature of the social web is on the rise. ( for a definition on concious markets, see JF Noubel)
  • These clusters are also made of people with different positions & roles in the network. In this “networked market”   potential clients are connected one to each other in various social platforms and  belong to organic eco-systems with prescriptors, influencers , connectors …

How should people market to tribes? None really knows yet and It will take some time and a lot of failures before we unlearn “flat marketing” and invent how to market to a networked market. My take on this is that a better approach is to learn from  how “sales work” (“consultative selling”) and grow from there.

I’d like to end quoting Adobe’s CMO:

“Imagine getting rid of every marketing process, structure, and hierarchy. Imagine marketing was just invented. What could it look like if we started from scratch right now? No matter where you start, you end up in the same place: making a connection with a customer. Marketers may do it in all different ways, but the intent is the same. Only the means are different. Today, marketing is structured around the means, not the end result.”

Quote From B Rencher (Adobe)

How big is Sharknado?

July 31, 2014

For those who don’t know about it, Sharknado (now Sharknado 2) is either a cult movie or something really crazy/insane.

Here is the trailer of Sharknado 2 and that should be enough for you to pick your camp:  lovers or haters.


But whether you like it or not, it was THE top trend in Twitter today, so we gave it a try looking how really big it is.

To do that, we compared it to a few top series: “The Walking Dead”, “Game of Thrones” and “Under the Dome”. (yes I know, Sharknado is not a serie).

In terms of data points/ methodology , we looked at

– Google Trends  for the # of searches against the name of the serie and at

– our own data set of close to 1M influencers/publishers, measuring the number of mentions of the shows/ movie by the influencers.

Learning #1: It’s big, but it’s not super big .. so there is room for Killerwhalesnado or SharkQuake (with shooting in San Jose).

On Google trends, we see that Sharknado is 10 times smaller than big guys like Games of Thrones or The Walking dead, and roughly 1/2 of a show like Under the Dome. (but Google is late capturing trends  :-) and I guess Sharknado will catchup with Under the Dome shortly)

GTrends 4 series

On eCairn,  we got a similar pattern ( measuring how many of our 1M influencers mention the different TV series). The ratio is even bigger, Sharknado is 17 times smaller than Game of Thrones in the last 6 months.

Screen Shot 2014-07-31 at 1.23.43 PM

The trends are similar. However, we see that “publisher/influencer” trends are less pronounced than the search patterns.


Screen Shot 2014-07-31 at 1.29.01 PM


Learning #2: It did a huge buzz today (July 31th) with more mentions than Walking Dead or Game of Thrones.

We see below the “last day buzz” brings Sharknado a lead over everybody.

Screen Shot 2014-07-31 at 1.31.10 PM

It will be interesting to see if the trend we see from the “influencers” is reflected in the search trend in a few days (and I’ll post an update)


Learning #3:   Sharknado is popular with Movies/TV and Geek and got some pickup in Germany

Looking at what type/categories of people write about the TV shows/movie, we got the following graphs.

Walking Dead

Screen Shot 2014-07-31 at 4.22.14 PM

Comics ( it all started with a comic book) , Horror – really don’t understand this – , and religion!. If you wonder how the hell,  people covering religion (and atheism) can write about Walking dead, here are some examples:

but let’s refocus on data and pie charts….

Game Of Thrones

Screen Shot 2014-07-31 at 3.43.48 PM

Interesting to see the limited pickup in Gaming , and Moms.

Under The Dome

Screen Shot 2014-07-31 at 3.46.55 PM

some mentions in Brazil, France and Spain.


Screen Shot 2014-07-31 at 3.46.46 PM

Horror and some Geek-Tech (13%), marginal coverage in Germany.


May be a call for Sharknado 3 in Berlin???


@ dominiq




Social must be used for Selling

July 8, 2014
  • Markets are Conversations as found in the Cluetrain Manifesto. More than ever those conversations take place online, spamcustomer are actively engaging with each other within the social ecosystem relevant to their passion, expertise or cause they fight for.
  • Business are relationships. 80% of businesses are generated through referrals. Its well known that the true value of a sales person is its network of relations. And it goes beyond sales!

Top social media experts says the same thing here (and they’ve been saying it for many years now):

Bottom line, conversations and relationships are the keystones of social media.

I don’t know about you but cold calling and email out of nowhere are now just spam.

Here’s what an engineer put quite bluntly in his LinkedIn profile:

“I don’t know how to be more explicit about this—RECRUITERS: never contact me. Calling is a giant “fuck you” to me and email is a waste of your time. I don’t read your emails. If you’re not a recruiter and want to hire me, try convincing someone I know to talk to me about you. That’s the only way I’ll listen”

So what’s going on here?

Well, it’s easier to find people, social give people access to others that would never have been accessible. We’re all out there with profiles about who we are, content about our interests and tastes. Most of the time there’s a way to contact us and bang is the spam.

Case in point, here’s what I received today:

“Dear Laurent,

First of all I’d like to introduce myself. My name is (hidden) and I am the Chief Business Officer at (hidden). I have found your profile on LinkedIn and, given your role, thought that it might be a good idea to contact you and offer some services that could be of interest to you or your company”

While polite, this message doesn’t provide any reason for me to take action -> Ignored.

Today, if you’re in sales/biz dev and more, It’s key to try and establish a relationship prior to contact. It isn’t without challenges.

So it goes that way:
If you find me, contact me and I don’t know you -> Ignored
If you find me, contact me with something relevant to some content I published -> Remembered and perhaps we start a relationship
If you find me, convince someone I know to talk to me -> Gold because the someone I trust is telling me to talk to you.

Say, your company sells database administration or video conferencing software

1) Have you sales people listen to the conversations from your prospects. Their conversations is your market. Chances a lot will be on database administration, giving you a chance to engage.

2) Understand the nature of the relationship between you and them. Business is relationships. Find someone who knows you that know them.





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