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 […]

German drinks community

Can Regulations Slow the Social Web? The Beer Example

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 […]

The beauty of Social Media

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.

Nike, Asics, Adidas or New Balance? Winners of the runnosphere?

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).

Got nails? How big businesses materializes in social media tribe

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.

B is for Business, Blogs and Brides

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.