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New or Classic? Influentials, Not Coke November 7, 2006

Posted by David Card in Media.

I can’t say I’m as enthusiastic about “code-hunting” as Organic’s Mark Kingdon is, but it sure sounds like a tactic that would attract “New Influentials”. Based on extensive consumer survey analysis, our latest social marketing report dives into the differences between Classic and New Influentials. A must-read for marketers, be they buzz- or classic-style.

    The content contributors who dominate social media represent a separate group from those who advise friends on product purchases. While the classic influentials group makes up 24 percent of online users, new influentials comprise 17 percent. Only six percent of the online user population falls into both groups…Advertisers should offer sweepstakes and exclusive content to entice new influentials to participate in viral campaigns; 20 percent of new influentials forward advertisements to friends.
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