Trending into 2011 – Part 2

03 December 2010

The rise of influencers from all quarters continued in 2010 and will only become stronger in 2011.  As Guy Kawasaki says, rather than “sucking up” these days, it’s best to “suck across” and even “suck down”.

Influencers of all types will provide increasingly important routes to: connect meaningfully with niche and broader audiences; endorse and advocate for brands; participate with brands; and spread the word both on- and off-line.  However, some influencers will continue to act as brand “terrorists”, thwarting brand progression and creating barriers to brand acceptance.

In 2011, marketers will need to more fully understand the influence wielded by both their brand fans and foes, and in order to do so, they will need to get a better grasp of the movement of word-of-mouth and the relative level of influence individuals and groups have on others.  As a result, there will be a greater need to subscribe to services that can map and analyze the movement of influence with a brand and/or category.

Additionally, new services and approaches for identifying and harnessing these influencers are likely to spring up from all quarters, but beware!  The human “listening” element will be absolutely key to understanding nuances and truly making the most of influencer marketing.

Guy also was quoted in the November issue of Fast Company: “The nobodies are the new somebodies” – from YouTube Stars to chief social media officers.  But it’s important to understand the level of influence they hold and with which audience, “one click at a time”.

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