Forrester today introduced a new way of looking at social media from a marketing perspective. They say that so-called Mass Influencers are 16 percent of the U.S. population, but generate 80 percent of the influence impressions.
These Mass Influencers and broken down into two categories, with Mass Connectors that spread brand and service impressions across Twitter and Facebook, and Mass Mavens that create and share content on YouTube, blogs, forums, or ratings and review sites. This is important to consider since in areas like consumer electronics and games, most of these Mass Influencers are young and highly net savy.
Consumer Electronics Mass Influencers are younger, more affluent and more likely to be male than the average U.S. online participant, writes Augie Ray. This information can be used to target advertising and PR that is more likely to reach the right kind of Mass Influencer for this brand.
Other tips for reaching Consumer Electronics Mass Influencers include reward programs over Twitter, and sponsoring parties where these individuals show off their products. Forrester says their Peer Influence Analysis can help marketers reach their target, which no doubt includes trend-setting prime demographics between 18 and 34 years old.
Source: Forrester
