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

The Future of InfluenceNate ElliottResearch DirectorForrester ResearchOctober 23, 2008

*Entire contents 2008 Forrester Research, Inc. All rights reserved.

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


AgendaThe lasting appeal of influential consumersWho are the new influentials?The changing nature of consumer influenceHow to leverage the power of influence


Marketers Have Always Used Consumer-to-Consumer InfluenceSource: JupiterResearch (9/08)




DefinitionsNew 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.


New Influentials Exert Active Influence but Are Rarely Sought OutSource: JupiterResearch (9/08)!!!!!!??????New InfluentialsClassic InfluentialsPrimarily exert active influence byproactively giving advicePrimarily exert passive influence byresponding to requests for advice


Young Men Are Most Likely to Exert Influence on OthersBase: European online consumersSource: JupiterResearch/Ipsos Consumer Survey (9/07)


Influential Consumers are Well-Positioned to Advise Others on MediaBase: European online consumersSource: JupiterResearch/Ipsos Consumer Survey (9/07)


Influentials are Also Early Adopters of New Consumer TechnologiesBase: European online consumersSource: JupiterResearch/Ipsos Consumer Survey (9/07)




New Influence Will Continue to Grow As Social Computing Becomes More PopularBase: European online consumersSource: JupiterResearch/Ipsos Consumer Survey (9/07, 9/06)


As Users Grow Overwhelmed by Influence, They Will Look for Greater ContextDifficultyidentifyingrelevant adviceTrust ofconsumer adviceValueOf NewInfluenceNot enoughreviewsPresentFuturePastToo few centralized sources of adviceCritical mass of reviewsRicher, deeper advicePrivacy concernsSpread ofreviewerprofilesIntegrationof socialgraph


Solicited Recommendations from Known Sources Will Carry Highest ValueSolicited RecommendationsUnsolicited RecommendationsPersonalRecommendationsMEDIUM INFLUENCE

Highest volume:55% of new influentials makepersonal product recommendations

Medium trust:Unsolicited recommendationfrom a known source

Example: IM from friend, Facebook BeaconBroadcastRecommendationsWEAK INFLUENCE

Lowest volume: 12% of classic influentials makebroadcast product recommendations

Medium trust:Solicited recommendationfrom an unknown source

Example: Message boards, forumsSTRONGEST INFLUENCE

High volume:46% of classic influentials makepersonal product recommendations

High trust:Solicited recommendationfrom a known source

Example: Personal requestWEAK INFLUENCE

Low volume:20% of new influentials makebroadcast product recommendations

Lowest trust:Unsolicited recommendationfrom an unknown source

Example: Reviews on commerce sites




Marketers Must Identify and Prioritize Different Types of InfluentialsBrand awarenessBrand affinityPurchase intentPurchaseNewInfluentialsClassic Influentials


Look for Actions that Help You Understand What Type of Influence People HaveBase: European social marketersSource: JupiterResearch/ClickZ Social and Mobile Marketing Executive Survey (2/08)NewInfluenceClassic Influence


Marketers Must Help Users Influence Each Other in Person, Through E-mail and IMBase: European online consumersSource: JupiterResearch/Ipsos Consumer Survey (9/07)


Base: European online advertisersSource: JupiterResearch/ClickZ Social and Mobile Marketing Executive Survey (2/08)Base: European online usersSource: JupiterResearch/IpsosConsumer Survey (9/07)Only Advanced Social Marketers Should Focus on Building WidgetsEuropean Users Who Have Put Widgets on Their Own PagesEuropean Marketers Who Offer Branded Widgets21%10%


SummaryMarketers have always leveraged influence; new technologies have introduced new forms of influenceNew influentials are proactive, while classic influentials are reactiveAs users become overwhelmed by influence, they will look for ways to assign value to influential messagesRecommendations from known sources will always carry the highest valueMarketers must set their goals, then reach out to the influentials who can help them achieve those goals


Thank youNate Elliott+49 (0)30 40 50 [email protected]/nate_elliottwww.forrester.com

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