3. The locus of authority
Number of people
Authority/eminence
Friday, 5 November 2010
4. The locus of authority which will all knew and loved
Number of people
Authority/eminence
Number of people
Authority/eminence
Number of people
Authority/eminence
Friday, 5 November 2010
5. The locus of authority which will all knew and loved
Number of people
Authority/eminence
Number of people
Authority/eminence
<20
journalists
analysts
celebrities
Friday, 5 November 2010
6. The locus of authority which will all knew and loved
Number of people
Authority/eminence
Number of people
Authority/eminence
Number of people
Authority/eminence
84% of consumers
refer to peers during
purchase cycle
80% of b2b buyers
refer to peers during
purchase cycle
Peer influence
impressions c 20% of
online ad impressions
Friday, 5 November 2010
7. The secular shift in the locus of authority
Number of people
Authority/eminence
Number of people
Authority/eminence
Number of people
Authority/eminence
Friday, 5 November 2010
8. The secular shift in the locus of authority
Number of people
Authority/eminence
Number of people
Authority/eminence
Number of people
Authority/eminence
100s to 1000s
professionals
tweeters
people
Friday, 5 November 2010
15. Number of people
Authority/eminence
Mike deserves special treatment
Mike Wolfe
4289 followers
352 community contacts
Topic authority 62/100
environment, urban, organic food, renewables,
Deepwater Horizon, vegetarianism
Illustrative
Friday, 5 November 2010
16. Number of people
Authority/eminence
David deserves special treatment
David Thornton
8148 followers
152 community contacts
Topic authority 32/100
vegetarianism, organic food, diabetes, depression,
pharmaceuticals
Illustrative
Friday, 5 November 2010
17. But they need different messages (or do they?)
Number of people
Authority/eminence
Mike Wolfe
4289 followers
David Thornton
8148 followers
group 1 group 2
Illustrative
Friday, 5 November 2010
18. And on an ongoing basis
Opinion leader behaviour Community size
Community behaviourOpinion leader deltas
Friday, 5 November 2010