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Tag Archive for 'Influentials'

Les influenceurs: qui sont-ils et comment les cibler?

Lors du Forrester Marketing Forum, Josh Bernoff et Augie Ray, analystes chez Forrester, ont présenté quelques éléments de leurs recherches autour de l’influence/word of mouth marketing.

Ils regroupent les influenceurs dans une pyramide avec au sommet les “Social Broadcasters” (“they are the top bloggers, most well-connected individuals, and have a lot of followers looking to them for news and advice on the latest and greatest. They have scale but lack trust”), les “Mass Influencers” au milieu (“These are the proverbial “average consumer” who have primarily networks of people they actually know in an offline context (friends, family, peers). These networks are rich with trust, and make up 84% of the total population of the pyramid”) et les “Potential Influencers” à la base de cette pyramide (who make up only 16% of the pyramid but account for 80% of the influence impressions about products and services).

Des résultats intéressants et surprenants comme la grande différence, au sein des influenceurs, au niveau des notions de volume (scale) et de confience (trust) qui, dans la majorité des cas, ne cohabitent pas nécessairement. On a pu également découvrir quelques tips pour cibler ces divers groupes d’influenceurs.

where-influence-shared-online

Plus d’infos sur cette études intéressantes peuvent être trouvé dans le post “The State of Online Word of Mouth Marketing” chez Mashable.

Mesurer votre influence et votre crédibilité sur Twitter

TweetLevel est outil sympa mis en place par Edelman et qui permet de mesurer votre influence et votre crédibilité sur Twitter.

tweet

Via

Internet, média le plus décisif dans le processus d’achat (Nurun-Ifop)

Chouette étude de Nurun réalisée en collaboration avec Ifop sur l”influence des médias Internet, TV, radio, affichage et presse sur les décisions d’achat.

Via

How to measure online influence?

Excellent article sur Mashable qui nous donne une approche intéressante sur la façon de calculer (et donc de parler) de l’influence d’une personne en ligne (les bloggers pour ne pas les citer ;-)).

2009 Social Media Influencers Predictions

When did we start trusting strangers?

Je vous en avais parlé dans mon post de début septembre (Le marketing d’influence), je reviens brièvement cette superbe étude de Universal McCann “When did we start trusting strangers?” qui a précédé l’étude sur l’impact des medias sociaux”Power to the People“. Celle-ci nous montre comment l’Internet nous a transformé en “Serial Influencer”.

Tom (Tom Smith, head of Consumer futures EMEA chez Universal à Londres) vient de me faire parvenir le lien pour télécharger cette étude au format PDF. Je ne pouvais donc que le partager… ;-)

The 25 Most Influential People on the Web

Article intéressant de BusinessWeek.

Le marketing d’influence

J’ai découvert sur le blog de Greg cette étude internationale (29 pays – 17 000 internautes) de Universal Mc Cann. Cette dernière nous démontre comment le web est en train de changer les règles de l’amitié mais aussi et surtout les implications que cela a sur l’influence d’achat et donc sur les marques.

Vanksen?

Voici quelques slides d’Emmanuel vous permettant de mieux comprendre ce que nous faisons chaque jour… ;-)

Influentials vs. Big Seeding

“After Malcolm Gladwell’s book The Tipping Point in 2000 and Jon Berry and Ed Keller’s book The Influentials from 2003, the idea of “Influentials”, originally proposed in the 50’s by Elihu Katz and Paul Lazarsfeld, was revived. The idea proposes the “two step model” of information where, if you manage to reach the few influential people within a community, these few will influence the masses and the tipping point will be reached. Marketers in the frontlines cheered and jumped on the idea. However, Duncan Watts, a network-theory scientist from Columbia University, has recently challenged this theory. After analyzing e-mail patterns he has found that highly connected people are not really the social hubs we expected.
Watts created a computer simulated society to test, who actually manages to create trends. The conclusions were that in the large majority of cases, the spread started with an average Joe, but when an influential started it, it spread much further. Even when the Influentials had 40 times the reach of a normal person, you couldn’t be sure they could kick-start a trend. Why? Watts believes it depends on how susceptible the society is overall to the trend. So, the conclusion basically is that there are people that are more influential, but they still cannot tip the trend if the society as a whole isn’t ready. Gladwell comments: “I think that all books like The Tipping Point or articles by academics can ever do is uncover a little piece of the bigger picture, and one day–when we put all those pieces together–maybe we’ll have a shot at the truth.”
So, what to do then? Watts has been digging into this too. He has researched the idea of “Big Seed Marketing” – built on two insights: Cascades require word-of-mouth effects, but since you cannot know who is going to start the trend, you should try to reach as broad a market as possible in the first stages. Neither of the tests Watts ran could be described as viral hits, but he usually managed to double the spread compared to the initial recipients. The missing link, as I see it, would be good content that truly fits the environment or community you want to reach.
As a final conclusion: To start a trend, you need to reach out on a large scale, to average Joes as well as Influentials. But, to get as big a spread as possible, you should spend some effort trying to target the influentials specifically. And key to get true viral spread is that the community, or the environments you wish to reach, are receptive to the idea.”

By Kristofer Mencák – Editor, Go Viral