The State of Online Word of Mouth Marketing
The latest Forrester Research reports classifies influencers into three categories:
- Social broadcasters - these are the top bloggers, the most well-connected individuals, whose advice counts a lot. The suggested strategy of approaching them is to show them the respect they think they deserve. Don't bombard them with typical PR stuff and press releases; they won't read it.
- Mass influencers - account for only 16% of influencers and 80% of impressions (the old 80/20 rule still applies). To engage them, give them something to talk about - a cool product, might be what they were waiting for.
- Potential influencers - the reverse of the 80/20 rule. They account for 84% of the influencers and have influence mostly offline. They are the ones that read a lot and share the information with friends and family offline. To engage them, make things very easy for them.