Rethinking the influencer
By Molly FlattA couple of recent articles have posed a timely challenge to the concept of what sort of person is most important to a brand in spreading word of mouth. The three most likely qualities you will hear cited for ‘influencers’ is that they must be 1) highly active content creators 2) well connected with big, strong networks and 3) already interested in and advocating your brand. Of course, this makes a lot of sense, but there’s also evidence to show that companies might be neglecting other equally, or more, important behavioural types.
Over on Social Media Today, Francois Gossieaux has highlighted a couple of whitepapers (here and here) by Yale academics David Godes and Dina Mayzlin, which found that the impact of WOM on sales was greater when it came from non-loyal customers than loyal ones. When you think about it, it makes sense - while loyal advocates’ networks may have got used to their recommendations, a new or uncharacteristic nod from a previously uninterested or derogatory person can hold a lot of impact.
Seem sensible? Remind yourself of the importance business giant Peter Drucker put on non-customers, and consider the three ‘tiers’ these untapped conversationalists fall into courtesy of Blue Ocean Strategy below.
Morevoer, the studies also found that among those non-loyal conversationalists, it was less likely to be the opinion leaders talking about a new product - more the regular members of the ‘herd.’ That brings us on neatly to Mark Earls, author of Herd: the hidden truth about who we are, who recently remarked:
‘It’s not that what people say to each other isn’t important in shaping our behaviour. Nor, indeed that recommendation (or advocacy or whatever you call it) in particular, is completely irrelevant. It’s just that the really important mechanism lies in what other people see, hear and feel going on around them: it’s in the eyes and ears of the advocate’s peers and not in the words of the advocate or recommendor. It’s at the “influenced” end of the telescope and not the “influencer”.’
Here at 1000heads we emphasise the importance of achieving breadth and depth, as well as reaching out to untouched frontier audiences, in our work for every one of our clients. So if you’re spending all your time focusing on the same old ‘influencers’, take a moment to think about everyone else, and how you can connect with them - past customers, detractors, prospects, people from very different passion groups, and the thousands of us who prefer to follow rather than lead.
