How to evaluate a brand’s influence on the web? How do virtual communities get organized? Is there a specific community for organic cosmetics? How to best use them? … So many questions that are impossible to avoid today, and to which the NATURAL BEAUTY SUMMIT AMERICA will provide answers for the first time.

In the United States, as in France, there is a lot to be done to improve this relationship betwenn brands and web. Dominique Lahaix, director of eCairn, a company specializing in the analysis and watch of online communities, will speak at the summit in New York for a “facts & figures” analysis of the situation. He presents his speech into two parts.

“In the first part, we will provide accurate data on the communities in France and in the United States, and see the themes that emerge in social networks, forums and blogs, especially in « organic » and “sustainable.” Is the theme of « organic » evolving? Who are the experts? Is the organic phenomenon growing as an extension or as a reaction to brands?

There are many bloggers in this area, but is the phenomenon important enough that a sub-community is created ? We observed that in areas where there is a strong economic interest, some actors are supporting these sub-communities. In the field of organic, these sub-communities exist in France but not the United States.

Here is a mapping example of the French organic blogosphere that shows very well the segments: “Cosmetic brands” (red), “Organic / Natural, Homemade” (green) and “Nails” (in fuchsia). “

The second part will focus on applications. How use communities / tribes? How to create a buzz, to use their content, or even how to create a community?

Nothing virtual in this, facts and figures that will allow to be placed on the web.

Kristel Milet

NATURAL BEAUTY SUMMIT AMERICA

Sheraton Hotel – New York – USA

May 14th & 15th 2012

www.naturalbeautysummit.com