Helicoptering into the Field of Urgency with SCRM tools

At the SCRM tool showcase discussion in Mountain View on April 27, 2010, Laurent Pfertzel (COO and Co-founder, eCairn) showcases how to profile influencers. By way of example, he demonstrates a case in which he has built a panel of 679 beauty cosmetics subject matter experts (bloggers / key influencers) from a client's virtual internet rolodex by using the eCairn platform. The application tracks, filters, classifies, and aggregates what the bloggers are saying, which helps clients to apply that data to business intelligence and actions.

As a social media research panel looks carefully at a sample, they discover who are the most relevant and impactful, perhaps a group of 100. This is a specific case of how you find people who are talking about you and who are passionate about your problems. Using these filtering capabilities you can classify influencers into categories such as fan, advocate, ambassador, detractor, and antagonist.

You also want to investigate how the members of your virtual panel are connected: who among them influences each other, and in what way. Toward this purpose, it is simple to build maps of who has influenced whom inside of each sub-topic. Over time, it becomes important to rescan these connections as the influencers relationships evolve and how they form smaller, tighter, more highly specialized interaction clusters that speak more directly to individual discussions that have stepped forward in your momentary priorities. (ed. note: this reminds me of a discussion at #NapaValleyTweetup in March 2010 on planning for detractors). This is "helicoptering" into the field of urgency.

Category:

Education

Tags:

• SCRM
• eCairn
• Laurent Pfertzel
• profiling
• influencers