eCairn has recently surpassed the 13k sources mapped in the Moms community. Mapping communities in social media is always a great sociological experience. Understanding people’s interest, their similarities, and their behavior is one of the things we do best. Despite the saying that moms are all the same, we have learned in the past […]
We are proud to announce that we just have updated our existing Spain community and created a brand new Latin American community, showing our commitment to cover the Spanish speaking population. In total we have 42 Spanish speaking communities with more than 15K influencers, distributed like this: 11,280 for Spain and 4,400 for Latin America. […]
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 […]
Cultural and legal traditions vary from country to country. eCairn Conversation™ shows that they are also visible in online communities. Let’s consider the example of beer in Germany and the U.S. Small German Online Beer Community Germany has one of the highest beer consumptions per person in the world. Beer is a major part of the […]
Today, we’re diving into the world of social media in the beauty/cosmetics industry.
Beauty/Cosmetics means big business. Here are some numbers that are self-explanatory:
$59 bn industry revenue (US) – $250 (WW)
750 unique brands
250k business in the US only are qualified as beauty salons
Given that every large industry means lots of activity in social media, it’s no surprise to find thousands of beauty influencers (we have more than 5000 in eCairn’s database and are finding new ones every time we search). All together they aggregate an audience or shall we say a mega-community of millions.
Why is that important?
According to a survey performed earlier this year by blogher and DeVries Public Relations, blogs are 2 Times More Likely to Drive Beauty Product Purchases than Magazines (influencers have blogs).
How is the beauty influencers mega-tribe organized?
Let’s look at some interesting geo-centric findings on the beauty tribe.
For that purpose, we took the top 500 influencers from the following countries: France, Italy, Spain, UK and USA, and a few hundreds from Australia and Canada.
Join us at Blogworld L.A. from Nov 3-5 at the L.A. Convention Center! Dominique will be giving a presentation on how to get more impact from your content by leveraging influencers and tribes. Click here for more info on his session. Make sure to stop by our booth #533 in the Exhibit Hall and check […]
This is the english version of a post recently published on eCairn’s French blog.
A member of our growing team recently got into running again. This returning runner looking for current trends and state of the art gears turned to the runnosphere for recommendations and information.
Through reading genuine reviews and comments on certain running shoes from local runner-bloggers, he finally bought a pair of Asics Trabucos: A true example that demonstrates how influencers impact more and more our purchase decisions (here’s a study on the same topic).
While on the subject, he ran a complete analysis of the French runnosphere, so I felt compelled to run it on the English runnosphere (runners blogs in english language).
In today’s world:
* There are tons of billion dollars businesses
* There are tons of niche tribes
* At eCairn, we map tribes that contain thousands of influencers
Is it possible for any billion dollars business to materialize as a large and thriving tribe in social media?
The answer is most likely yes and here are some supporting facts and thoughts.
Today’s example is the ‘Nail Industry’ (Pedicure and Manicure). It comes on the heels of previous analysis on the Bird Watching and the Wedding industry which have respectively revenues of $50bn and $40bn.
Business: Every year in the United States, there are approximately 2.5 million weddings. Weddings have grown to become a $40 billion per year industry.
Brides: They’ll spend more money on that one day than they will on any other day of their lives (with the exceptions of buying houses and paying for their kids’ weddings).
Blogs: In social media words, such a large business segment translates in a broad community of wedding bloggers/twitterers aggregating an audience of millions who are going through their wedding process. That is, approximately: 2.5 million weddings * 2 brides/grooms * 2 helping mothers * 40% who read blogs.
Today we’re very excited to announce that eCairn Conversation™ has been improved with several new and updated features. Now, eCairn is an even more powerful solution for your community and influencers marketing activities. With this new release, you get: Community Tab Now, Influencers can be viewed in 3 modes: Community List View (already there and […]