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As the nature of influence changes, marketers must choose which type can help them reach their goals

As the nature of influence changes, marketers must choose which type can help them reach their goals. Agenda. The lasting appeal of influential consumers Who are the new influentials? The changing nature of consumer influence How to leverage the power of influence.

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As the nature of influence changes, marketers must choose which type can help them reach their goals

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  1. As the nature of influence changes, marketers must choose which type can help them reach their goals

  2. Agenda • The lasting appeal of influential consumers • Who are the new influentials? • The changing nature of consumer influence • How to leverage the power of influence

  3. Marketers Have Always Used Consumer-to-Consumer Influence Source: JupiterResearch (9/08)

  4. Agenda • The lasting appeal of influential consumers • Who are the new influentials? • The changing nature of consumer influence • How to leverage the power of influence

  5. Definitions • New Influentials are Internet users who maintain a weblog or personal homepage; who join in discussions on Internet message boards, forums, or chat rooms; or who regularly update their social networking profile page. • Classic Influentials are Internet users who say they are the first person others come to for recommendations on music, films, TV programmes, books, consumer electronics, and technology. • Combination Influentials are Internet users who fit into both categories.

  6. New Influentials Exert Active Influence but Are Rarely Sought Out Classic Influentials New Influentials Primarily exert passive influence by responding to requests for advice Primarily exert active influence by proactively giving advice ! ? ? ! ! ? ! ! ? ? ! ? Source: JupiterResearch (9/08)

  7. Young Men Are Most Likely to Exert Influence on Others Base: European online consumers Source: JupiterResearch/Ipsos Consumer Survey (9/07)

  8. Influential Consumers are Well-Positioned to Advise Others on Media Base: European online consumers Source: JupiterResearch/Ipsos Consumer Survey (9/07)

  9. Influentials are Also Early Adopters of New Consumer Technologies Base: European online consumers Source: JupiterResearch/Ipsos Consumer Survey (9/07)

  10. Agenda • The lasting appeal of influential consumers • Who are the new influentials? • The changing nature of consumer influence • How to leverage the power of influence

  11. New Influence Will Continue to Grow As Social Computing Becomes More Popular Base: European online consumers Source: JupiterResearch/Ipsos Consumer Survey (9/07, 9/06)

  12. As Users Grow Overwhelmed by Influence, They Will Look for Greater Context Past Present Future Too few centralized sources of advice Privacy concerns Difficulty identifying relevant advice Not enough reviews Value Of New Influence Integration of social graph Spread of reviewer profiles Richer, deeper advice Critical mass of reviews Trust of consumer advice

  13. Solicited Recommendations from Known Sources Will Carry Highest Value Solicited Recommendations Unsolicited Recommendations MEDIUM INFLUENCE Highest volume: 55% of new influentials make personal product recommendations Medium trust: Unsolicited recommendation from a known source Example: IM from friend, Facebook Beacon STRONGEST INFLUENCE High volume: 46% of classic influentials make personal product recommendations High trust: Solicited recommendation from a known source Example: Personal request Personal Recommendations WEAK INFLUENCE Low volume: 20% of new influentials make broadcast product recommendations Lowest trust: Unsolicited recommendation from an unknown source Example: Reviews on commerce sites WEAK INFLUENCE Lowest volume:12% of classic influentials make broadcast product recommendations Medium trust: Solicited recommendation from an unknown source Example: Message boards, forums Broadcast Recommendations

  14. Agenda • The lasting appeal of influential consumers • Who are the new influentials? • The changing nature of consumer influence • How to leverage the power of influence

  15. Marketers Must Identify and Prioritize Different Types of Influentials Brand awareness New Influentials Brand affinity Purchase intent Classic Influentials Purchase

  16. Look for Actions that Help You Understand What Type of Influence People Have New Influence Classic Influence Base: European social marketers Source: JupiterResearch/ClickZ Social and Mobile Marketing Executive Survey (2/08)

  17. Marketers Must Help Users Influence Each Other in Person, Through E-mail and IM Base: European online consumers Source: JupiterResearch/Ipsos Consumer Survey (9/07)

  18. Only Advanced Social Marketers Should Focus on Building Widgets European Users Who Have Put Widgets on Their Own Pages European Marketers Who Offer Branded Widgets 21% 10% Base: European online users Base: European online advertisers Source: JupiterResearch/Ipsos Consumer Survey (9/07) Source: JupiterResearch/ClickZ Social and Mobile Marketing Executive Survey (2/08)

  19. Summary • Marketers have always leveraged influence; new technologies have introduced new forms of influence • New influentials are proactive, while classic influentials are reactive • As users become overwhelmed by influence, they will look for ways to assign value to influential messages • Recommendations from known sources will always carry the highest value • Marketers must set their goals, then reach out to the influentials who can help them achieve those goals

  20. Thank you Nate Elliott +49 (0)30 40 50 4889 nelliott@forrester.com twitter.com/nate_elliott www.forrester.com

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