cnet networks business influencer research
DESCRIPTION
Shows research done to look at what the size of a business persons personal network is, and what motivates them to influence others.What makes something viral.TRANSCRIPT
2007 Influencer StudyA New Model for InfluentialsMarch 2007
Influence Is a Hot Topic
It matters. It is not well understood.
1.What is influence?
2.How does it work?
3.What role do our sites play?
Approach
• Internet survey: January ’07
• CNET Networks Business sites:
• Control Group: Use portals for Tech content
What Is Influence?
What Is a Personal Network for CNET Networks Business member?
People you communicate with regularly
Neighbors
Adult family
Co-workers
Church/Civic groups
Close friends
Casual friends
9
7
13
4
19
9
Different People, Different Networks
11-99 ConnectionsAverage ~ 42
Moderately Connected
Less Connected
10 or Fewer ConnectionsAverage ~ 6
Highly Connected100+ Connections
Average ~ 162
Casual friends Neighbors Adult family Co-workers Church/CivicClose friends
Impact of Technology
Share of Monthly Interactions by Influence Level
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Email Instant message Text message Phone See in person
% I
nte
racti
on
s
Less connected Moderately connected Highly connected
Most People Live in the Middle
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Less Connected Moderately Connected Highly Connected100+ Connections11-99 Connections10 or Fewer Connections
The Real Shape of Influence
Highly Connecte
d
ModeratelyConnected
LessConnected
How Does Influence Work?
What Motivates Influence?
Knowledge
Confidence
Influence
Self-Worth
Flow of Information among CNB members
Less Connected
ModeratelyConnected
HighlyConnected
56% 70% 74%“Love to tell people about
something new I’ve learned”
56% 70% 80%“People ask my opinion and often follow my advice”
What Are They Talking About? Lots of Things.
Less Connecte
d
Moderately
Connected
Highly Connected
Average # Topics of Interest
10 11 11
Emergence of the Sleuth
• Not an expert, but savvy at finding credible info
• Enabled by the web
• Often forwards links
In Their Own Words…
Pete, CEO on 3rd Tech Start UpUses CNET and Tech Republic
“I would say influencing in a given week 20 to 30. Maybe more. Maybe 50.
I think coming to me is maybe a little misleading because like I said I tend to put myself in the middle of these situations. I guess I get satisfaction out of it.
Like I’m going through all of these different Web sites to get something for me but I tend to retain a lot of information and I just kind of sock it away.
So when people present problems whether they directly ask or I just observe I want to put that puzzle together. I want to put that piece where it fits. I want to justify all of that time spent on the Web site.”
What Role Do CNET Networks
Business Sites Play?
Unique & Trusted Info Fuels Influence
Influence
Unique
Trusted
Confidence
Unique
“Gives me information that most of my friends don’t have.”
0%
10%
20%
30%
40%
50%
Strongly Agree Mostly Agree Neither AgreeNor Disagree
Mostly Disagree StronglyDisagree
CNB Sites Web Portals
0%
10%
20%
30%
40%
50%
Strongly Agree Mostly Agree Neither AgreeNor Disagree
Mostly Disagree StronglyDisagree
CNB Sites Web Portals
Trusted
“I trust the information I find there more than on a lot of web sites .”
0%
10%
20%
30%
40%
50%
60%
Strongly Agree Mostly Agree Neither AgreeNor Disagree
Mostly Disagree StronglyDisagree
CNB Sites Web Portals
Builds Confidence
“Builds my confidence in my knowledge of things I am interested in.”
0%
10%
20%
30%
40%
50%
Strongly Agree Mostly Agree Neither AgreeNor Disagree
Mostly Disagree StronglyDisagree
CNB Sites Web Portals
Feeds Influence
“I often find things I can't wait to share with other people. ”
• A majority are interested in:
Video Gaming
Tech/CE
Music
Wellness/Healthy Living
Travel
Money & Investing Restaurants
Exercise/Fitness
Cooking
Cars and auto trends
Outdoor Sports
CNET Networks Business• Average personal network = 60 people• Asked advice on an average of 10 topics
What We Learned
What is influence practically speaking?
• Personal networks
• Multiple categories of interest
What motivates someone to influence another?
• Fuels emotional self-worth
• “Thrill of the hunt”
What is CNET Networks role?
• Offer unique information
• Be a trusted source
Copyright © 2006 CNET Networks, All Rights Reserved.
Questions