Professional Documents
Culture Documents
Techniques
Tools
(& toys)
Crises
Breakthroughs
Heroes
3
Marketing Has Changed, Too
The Rise of Word-of-Mouth
Aggregate percentage of total public saying source is among best for ideas or information, averaged for
eight consumer decisions (places to visit, merits of new cars, ways to save/invest, restaurants to try,
movies to see, ways to improve home appearance, clothes to own/buy, new meals/dishes to try)
Sophie Glovier:
When she gets interested,
her friends do, too
Larry Lee:
State Farm agent, “the mayor” (and
cell phone owner since 1989)
Tim Draper:
venture capitalist, always
looking for next idea
Leonard Pitt:
performer, activist (and
re-definer of aging)
6
At Center of Conversation
The Influential Americans ®
• 21 million Americans
♦ The most active 10% of the public
♦ Someone you know and rely on
♦ Well-connected, well-informed, trusted
• A long history with Roper
♦ First identified in 1940s
♦ Included in Roper Reports surveys since 1973
—12 RR surveys per year, online boards, MRI (new)
• Word-of-mouth leaders
♦ “A thought leader, bellwether, trendsetter group”
♦ Leading indicator for mainstream (2-5 years ahead)
♦ 2x as likely as avg. to generate word-of-mouth
7
The Influential Americans ®
1
Influentials are leading indicators of consumer trends
2
They are consumer advocates
3
They are “market multipliers”
9
Of Growing Interest to Marketers
Many of these
people
at the center are
women
11
50% of Influentials
in the U.S. are
women
Who are they?
12
Women Are Playing Key Role
In the Word-of-Mouth Revolution
82
75
71
67 65 63 63 61 60 58 58 55 53 53
s
s
os
g
s
ts
st
s
e
th
s
s
rs
si
el
ug
uy
ie
nd
om
in
he
an
ve
al
ca
de
vi
ot
ov
nn
dr
tb
he
is
ra
in
ur
rh
to
Vi
of
M
,d
tb
es
x
ta
e,
g
l
es
fo
R
tp
its
ls
in
es
es
B
ac
sa
s
ea
ov
en
er
R
ea
Pl
M
pr
m
to
Id
ire
Im
s
ay
et
W
R
Influential Women
are at center of
conversation
18
Influence Often ‘Natural, Serendipitous’
Music 45 +19
Gov't/politics 38 +25
Clothing styles 33 +5
Understanding
Influential Women
22
Influential Women’s Behaviors
Have Strong Link to Their Values
Wine 66 +19
Mayonnaise 64 +17
Beer 61 +18
Ice cream 58 +8
Cheese 49 +9
Orange juice 48 +15
Well-known/ well-advertised 22 -1