Connectors are characterised by the rate,volume and frequency of their conversationsand engage in viral activity using Facebookcomments and Twitter. A good example of a connector is Brian Solis( @briansolis ) - a marketing analyst with morethan 104,000 Twitter followers. He is very activeacross social media platforms and is perceivedas an authority on technology and social media,as well as other topics.
have smaller, more tightly-knit communities, with a higher proportion of theirconnections consistingof close relationships. Specialists typically transmit their social
actions through trusted networks, with a higher impact, but smaller reach, than those indispersed communities.
Stefan Wolff ( @stefwolff ), a professor of international security, isone such specialist whose inﬂuence lies in blog posts, reviews and recommendations.With both connectors and specialists, real-life connections have a huge impact. If a userknows the person who is sharing content or recommending something to them, it is farmore likely that they will trust this opinion over and above that of an unknown connection.
Inﬂuencer Product Adoption
Inﬂuencers are often (although not always) early product adopters. This means they arewell placed to spread product information through networks. This is important becauseinnovative inﬂuencers (or inﬂuential innovators) test out new products before other earlyadopters and the mainstream adopt them. They remove the risk of testing these newpropositions and can become advocates to new consumers. Research has shown thatproduct adoption is driven by:
The Power of Persuasion
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1 Forrester Research “North American Technographics Empowerment Online Survey, Q4 2009 (US)”http://www.forrester.com/ER/Research/Survey/Excerpt/1,10198,762,00.html2 McKinsey & Company “A new way to measure word-of-mouth marketing” by Jacques Bughin, Jonathan Doogan, and Ole Vetvik.http://www.mckinseyquarterly.com/A_new_way_to_measure_word-of-mouth_marketing_25673 “Opinion Leadership & Social Contagion in New Product Diffusion” by Raghuram Iyengar, Christophe Van den Bulte & Thomas Valente.http://marketing.wharton.upenn.edu/documents/research/Npd.pdf