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Our own experience tells us, that some people are more influential then others. A good run CRM system should therefore identify those “Opinion Leader”, “task makers” or “influencer” to treat them differently. But do they even exist? Lutz Finger (@LutzFinger) will look at anecdotal evidence as well as research to clarify how to measure influence. The findings:
# Influencers are often not wide-spreading… they are local.
# There not only a few dominating the rest… it is more network and peer pressure which influences.
# Influencers are often overestimated… 50% is homophily.
# Influence very much depends on the topic.
Rather than to look for influencers look for Broadcaster. However be aware that broadcaster only create awareness and not necessarily intention.
The video from the presentation: http://youtu.be/HgCNwUytjZI