The Influentials

The document discusses "influentials," the 10% of Americans who drive trends and influence others through word-of-mouth recommendations. Studies have found that influentials are more civically engaged, trust word-of-mouth over advertising, support cultural activities, and make up 50% of NYTimes.com registered users. The document then provides tips for effective word-of-mouth marketing campaigns, including having something remarkable to discuss, targeting influentials, testing messages, choosing communication channels, and measuring results.