Social Business, Social Media Strategy, Social Media Staffing and Operations

The Science of Inequality – Finding Your Influential Customers

Does social media breed inequality?

Because our behaviors on the social Web leave a noticeable fingerprint, smart companies can modify the way they engage and interact with us, based on our social graph, purchase history, etc. Would the VP of Customer Satisfaction of Southwest Airlines have called Kevin Smith at home (after he was kicked off a plane for being too portly), if Kevin Smith did NOT have 1.6 million followers on Twitter?

The reality is, there’s never been a level playing field. Fly more miles, get priority seating on an airline. Eat 10 sandwiches, get the 11th free. But now, social media is enabling companies to make influencer outreach a foundational marketing tactic.

In Search of Mass Influencers

In a fascinating new Forrester Research study about online peer influence, Augie Ray and Josh Bernoff determine that consumers generated more than 500 billion online impressions about products and services in 2009. But more than 80% of those impressions, from “I love Sweet Leaf Tea” to “I’d rather die than sleep in this hotel” are created by just 16% of the U.S. population.

Labeled “Mass Influencers” this army of 29 million opinionated chatterboxes may very well be the key to your social media success. Sure, “listening” is the most oft-cited path to social success, but if the “Mass Influencers” aren’t talking about your company, you could have Dumbo ears, and it won’t make a bit of difference.

Finding Your Influencers

As noted in the study, the notion of true 1:1 marketing via social media is a bit of a fallacy. It’s really only possible in a reactive sense via social CRM, where individual complaints or questions can indeed be handled.

Instead, why not focus your social media efforts on trying to locate and engage with the Mass Influencers within your customer base? Here’s 6 ways to find the gossips in your midst:

Demographics of Mass Influencers1 The Science of Inequality   Finding Your Influential Customers1. Segment by Age
The average age of Mass Influencers are between 32 and 38 years old (younger than the average online American, at 44). If you have age in your database, isolate customers that are approximately 25-44 years of age – old enough to have developed influence among their peers, but young enough to be facile with emerging ways of sharing those insights.

2. Segment by Income
Possibly because they can afford to experience (and thus compare) more things, Mass Influencers average household income ranges from $89,000 to $98,000, higher than the U.S. online average of $79,000. If you have income in your database, isolate customers in the upper middle tier (for most companies).

3. Look to Facebook
Somewhat surprising (at least to me) was the finding in the Forrester study that 62% of influential impressions from Mass Influencers took place on Facebook, with Twitter just 10%. Consequently, look to your Facebook fans, or use of the new Facebook “like” feature as a marker for Mass Influence. (It would be interesting to see if your Facebook Insights shows an age distribution concentration for your Facebook fans in the 25-44 range).

Also, perhaps your potential Mass Influencers aren’t already fans of yours on Facebook. Take your email lists, and use Flowtown to determine who within your customer base has a Facebook account. That’s a good starter list for Mass Influencers.

4. Look to Yelp and Forums
When you get beyond social networks, the heaviest concentration of influential impressions is on ratings and reviews sites (32%), followed by discussion boards/forums at 29%. Don’t assume that the person that gave you one star on a Yelp review is some sort of carnival freak outlier. It’s entirely possible she is a Mass Influencer. Same with the message board trolls, who are all too easy to overlook in favor of bloggers and Twitterers. Someone in your company should be assigned to monitor and respond to ALL reviews and forum posts, positive or negative.

5. Isolate Mobile Users
The same way that a wallet chain indicate the owner loves Kings of Leon, mobile Internet use is a definitive marker for Mass Influentials. Twenty five percent of the U.S. online population access the Internet from a mobile device. Among influentials? Fifty percent! The next time you send an email, I would absolutely run a report showing opens and clicks by mobile device. Also, although manual, you could pay attention to with what software your fans are posting to your Facebook fan page. Mobile device usage indicates potential influencer status.

Let’s break this down. Imagine you are a business that has a customer database that includes age, income, email address (and probably several other fields). Let’s also assume that you have a Facebook fan page. Take your customer database and build this type of influence scoring spreadsheet (This is not Forrester stuff, I put this together – don’t blame them):

Mass Influencers Detector The Science of Inequality   Finding Your Influential Customers

Note that I gave the behavior-based markers double-weighting. With this scoresheet, I would look at any score at 5 or above as a serious indication of Mass Influencer status. I would then create a group in my database solely populated by those influencers, and I would create a whole series of outreach and engagement campaigns to trigger positive brand chatter among them.

What would you do?

  • philsimonsystems

    Interesting post, Jay.

    I suppose that people like big mouths have always had more influence, one way or another. After college, I worked in customer relations for a large electronics' company. My manager told us at the time (and this is 1994, mind you) that the average angry customer told 61 people about his/her experiences.

    What do you think that number is now with tweets and comments for all of the world to see?

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    Interesting assessment of the Forrester research, and nicely put into an actionable chart to make it “doable” if a client has some of these data points available. It is nice to see approaches that go beyond the oft misguided “number of followers” thinking.

    The overall concept of trying to “calculate” (not guess) who the mass influencers are using your available data points and weighting factors, and then planning outreach specifically to them, is helpful. Thanks Jay.

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    RT @elizabethsosnow: Finding The Mass Influentials Among Your Customers via @jaybaer (really good): http://bit.ly/bckBMj

  • http://www.communicationammo.com Sean Williams

    Jay – I want to spend a bit more time reading & digesting this. First blush, I'd want to differentiate between marketing to this influencers and communicating with them. I like your “monitor and respond to all” thought — this is more of a public relations model than a marketing model, especially if we dispense with the concept of “impressions” in favor of “contacts.” The impressions may well depend on too many assumptions, whereas using the behavioral metrics are more real (I wouldn't attempt a multiplier though. Sore spot with us PR types.)

  • http://www.communicationammo.com Sean Williams

    Jay – I want to spend a bit more time reading & digesting this. First blush, I'd want to differentiate between marketing to this influencers and communicating with them. I like your “monitor and respond to all” thought — this is more of a public relations model than a marketing model, especially if we dispense with the concept of “impressions” in favor of “contacts.” The impressions may well depend on too many assumptions, whereas using the behavioral metrics are more real (I wouldn't attempt a multiplier though. Sore spot with us PR types.)

  • http://www.russhenneberry.com/ Russ Henneberry

    Wow. What an awesome way to make some sense out of the often amazingly confusing behemoth of social media and particularly social networking sites.

    This is the kind of stuff that business owners want to see — an actual plan — with real X's and O's on it that can drive strategy and has some kind of logic behind it.

    Good stuff.

  • http://www.russhenneberry.com/ Russ Henneberry

    Wow. What an awesome way to make some sense out of the often amazingly confusing behemoth of social media and particularly social networking sites.

    This is the kind of stuff that business owners want to see — an actual plan — with real X's and O's on it that can drive strategy and has some kind of logic behind it.

    Good stuff.

  • http://twitter.com/pollackprmktg/status/13020628716 PollackPRMktg

    RT @jaybaer: The Science of Inequality – Finding Your Influential Customers http://bit.ly/9ewPQP

  • http://twitter.com/arniek/status/13020963595 Arnie Kuenn

    RT @cliquekaila: RT @jaybaer: The Science of Inequality – How to Find Your Influential Customers http://bit.ly/9ewPQP

  • http://twitter.com/loebben/status/13021859711 Ben Loeb

    RT @SocialMedia411: Does Social Media Breed Inequality? Finding Your Influential Customers (Jay Baer): http://bit.ly/aNiwLt

  • http://twitter.com/hoins/status/13022524028 Hoins

    RT @PollackPRMktg: RT @jaybaer: The Science of Inequality – Finding Your Influential Customers http://bit.ly/9ewPQP

  • http://twitter.com/adgenius/status/13024069806 Rob van Alphen

    RT @jaybaer: Do brand influencers hang out on Facebook, or Twitter? The answer may surprise you. http://bit.ly/9ewPQP

  • http://twitter.com/adgenius/status/13024069806 Rob van Alphen

    RT @jaybaer: Do brand influencers hang out on Facebook, or Twitter? The answer may surprise you. http://bit.ly/9ewPQP

  • http://twitter.com/biztipsdaily/status/13024090724 Biz Tips Daily

    Do brand influencers hang out on #Facebook, or #Twitter? The answer may surprise you. http://bit.ly/9ewPQP RT @JayBaer

  • http://twitter.com/wedding_crasher/status/13024103580 Christine

    RT @jaybaer: Do brand influencers hang out on Facebook, or Twitter? The answer may surprise you. http://bit.ly/9ewPQP

  • http://twitter.com/bsak/status/13024125654 B.R.S.

    Via @jaybaer: Do brand influencers hang out on Facebook, or Twitter? The answer may surprise you. http://bit.ly/9ewPQP #socialmedia #smm

  • http://twitter.com/reallifemadman/status/13024139078 Marjorie Clayman

    I'm too young & too poor to influence anyone. :) RT @jaybaer Do brand influencers hang out on Facebook, or Twitter? http://bit.ly/9ewPQP

  • http://twitter.com/marinic/status/13024149352 mari nicolaou

    RT @jaybaer: Do brand influencers hang out on Facebook, or Twitter? The answer may surprise you. http://bit.ly/9ewPQP

  • http://twitter.com/bgindra/status/13024188760 Indra Gardiner

    Very useful. Thx Jay. RT @jaybaer: Do brand influencers hang out on Facebook, or Twitter? The answer may surprise you. http://bit.ly/9ewPQP

  • http://twitter.com/socialkwan/status/13024195956 Kwan Morrow

    RT @jaybaer: Do brand influencers hang out on Facebook, or Twitter? The answer may surprise you. http://bit.ly/9ewPQP

  • http://twitter.com/phxpros/status/13024303798 Phoenix Pros

    RT @jaybaer: Do brand influencers hang out on Facebook, or Twitter? The answer may surprise you. http://bit.ly/9ewPQP

  • http://twitter.com/martinwaxman/status/13024318421 Martin Waxman

    I 'like' this… RT @jaybaer: Do brand influencers hang out on Facebook, or Twitter? The answer may surprise you. http://bit.ly/9ewPQP

  • http://twitter.com/callan_paola/status/13024425597 Callan Green

    Gr8 Post Jay, and not surprised. 1 pt for FB ;)RT @bgindra: RT @jaybaer: Do brand influencers hang out on FB or Twitter http://bit.ly/9ewPQP

  • http://twitter.com/socialmediabham/status/13024455359 socialmediabham

    RT @jaybaer: Do brand influencers hang out on Facebook, or Twitter? The answer may surprise you. http://bit.ly/9ewPQP

  • http://twitter.com/mollycgaines/status/13024481309 Molly Carter Gaines

    RT @jaybaer: Do brand influencers hang out on Facebook, or Twitter? The answer may surprise you. http://bit.ly/9ewPQP

  • http://twitter.com/shanisammons/status/13024529801 Shani Sammons

    RT @mollycgaines: RT @jaybaer: Do brand influencers hang out on Facebook, or Twitter? The answer may surprise you. http://bit.ly/9ewPQP

  • http://twitter.com/commammo/status/13024819172 Sean Williams

    Added my comment. RT @jaybaer: Do brand influencers hang out on Facebook, or Twitter? The answer may surprise you. http://bit.ly/9ewPQP

  • http://twitter.com/commammo/status/13024819172 Sean Williams

    Added my comment. RT @jaybaer: Do brand influencers hang out on Facebook, or Twitter? The answer may surprise you. http://bit.ly/9ewPQP

  • http://twitter.com/kikolani/status/13024822423 Kristi Hines

    RT @jaybaer Do brand influencers hang out on Facebook, or Twitter? The answer may surprise you. http://bit.ly/9ewPQP

  • http://twitter.com/beebow/status/13024932091 Lauren Litwinka

    checking out: RT @jaybaer: Do brand influencers hang out on Facebook, or Twitter? The answer may surprise you. http://bit.ly/9ewPQP

  • http://twitter.com/beebow/status/13024932091 Lauren Litwinka

    checking out: RT @jaybaer: Do brand influencers hang out on Facebook, or Twitter? The answer may surprise you. http://bit.ly/9ewPQP

  • http://twitter.com/sarahklacey/status/13025182821 Sarah Lacey

    RT @jaybaer: Do brand influencers hang out on Facebook, or Twitter? The answer may surprise you. http://bit.ly/9ewPQP

  • http://twitter.com/sarahklacey/status/13025182821 Sarah Lacey

    RT @jaybaer: Do brand influencers hang out on Facebook, or Twitter? The answer may surprise you. http://bit.ly/9ewPQP

  • http://twitter.com/informatics411/status/13025241727 John Michael Vore

    RT @beebow: checking out: RT @jaybaer: Do brand influencers hang out on Facebook, or Twitter? The answer may surprise you. http://bit.ly/9ewPQP

  • http://twitter.com/informatics411/status/13025241727 John Michael Vore

    RT @beebow: checking out: RT @jaybaer: Do brand influencers hang out on Facebook, or Twitter? The answer may surprise you. http://bit.ly/9ewPQP

  • http://twitter.com/mikecorak/status/13025262446 MikeCorak

    RT @jaybaer: The Science of Inequality – Finding Your Influential Customers http://bit.ly/9ewPQP

  • http://twitter.com/mikecorak/status/13025262446 MikeCorak

    RT @jaybaer: The Science of Inequality – Finding Your Influential Customers http://bit.ly/9ewPQP

  • http://twitter.com/adamholdenbache/status/13025679762 Adam Q. Holden-Bache

    The Science of Inequality – Finding Your Influential Customers http://bit.ly/9ewPQP 62% of influential impressions from FB, 10% from Twitter

  • http://twitter.com/gregoryng/status/13025816603 Gregory Ng

    RT @AdamHoldenBache: Finding Your Influential Customers http://bit.ly/9ewPQP 62% of influential impressions from FB, 10% from Twitter

  • http://twitter.com/beyondnines/status/13026511824 Beyond Nines

    RT @jaybaer: Do brand influencers hang out on Facebook, or Twitter? The answer may surprise you. http://bit.ly/9ewPQP

  • http://twitter.com/sstrategy1/status/13026715203 Social Strategy1

    RT @jaybaer: The Science of Inequality – Finding Your Influential Customers http://bit.ly/9ewPQP

  • http://www.BrownLtd.com/ Brown Ltd.

    I like your post on finding your mass influencers. You've provided another way to quantify and qualify them. Repeat customers have always been my best influencers. They really know the product, service, and benefits. How does that play into your influencer measurement or is that another category?

  • http://www.convinceandconvert.com jaybaer

    Good question Mike. I'd put repeat customers in an “enthusiasts” bucket, but not necessarily influentials. Multiple purchases doesn't always indicate that customer is a “talker” that creates content or spread the word about your product. Certainly many repeat customers are influencers, and many influencers are repeat customers. But, it's not a 1:1 correlation in my mind.

  • http://twitter.com/nateriggs/status/13027350669 Nate Riggs

    RT @jaybaer: Do brand influencers hang out on Facebook, or Twitter? The answer may surprise you. http://bit.ly/9ewPQP

  • http://twitter.com/eroi/status/13027391472 eROI

    Do brand influencers hang out on Facebook or Twitter? The answer may surprise you. http://bit.ly/9ewPQP (via @jaybaer)

  • nathanrking

    Well done! I'd be curious to know what people do with their mass influencers once identified – perhaps some tips to keep your influencers influencing others.

  • http://twitter.com/hollisthomases/status/13028371757 Hollis Thomases

    @beebow Another great article by @jaybaer on brand influencers &SM: http://bit.ly/9ewPQP. Wonder how that FB Like button's doing? ;)

  • http://twitter.com/hollisthomases/status/13028371757 Hollis Thomases

    @beebow Another great article by @jaybaer on brand influencers &SM: http://bit.ly/9ewPQP. Wonder how that FB Like button's doing? ;)

  • http://twitter.com/hollisthomases/status/13028371757 Hollis Thomases

    @beebow Another great article by @jaybaer on brand influencers &SM: http://bit.ly/9ewPQP. Wonder how that FB Like button's doing? ;)

  • http://twitter.com/pcmguy Larry Bruce

    Jay could you not add the twitter and the number of tweets and a blogsphere search for the customer name associate with email to get even more accurate?

  • http://www.convinceandconvert.com jaybaer

    Absolutely. I was trying to use the research findings as a guide, but
    a tweetreach.com search for username and brand would work nicely indeed.

  • CourtneyM

    This is a great review of the Forrester Research. I can't wait to read the study now. I also think this would pair great with a recent white paper by White Horse called the TIME Method. It is a social media engagement process that includes the idea of finding Influencers in your target markets. I think using the information in tandem would be great to add to social media strategies.
    Read the white paper here: http://bit.ly/aJgxwo
    Feel free to contact me if you have any questions.

  • http://twitter.com/howellmarketing/status/13031691697 Amy D. Howell

    80% of brand chatter is created by 16% of people. How can you find them? http://bit.ly/9ewPQP /via @jaybaer

  • http://twitter.com/howellmarketing/status/13031691697 Amy D. Howell

    80% of brand chatter is created by 16% of people. How can you find them? http://bit.ly/9ewPQP /via @jaybaer

  • http://twitter.com/howellmarketing/status/13031691697 Amy D. Howell

    80% of brand chatter is created by 16% of people. How can you find them? http://bit.ly/9ewPQP /via @jaybaer

  • http://twitter.com/howellmarketing/status/13031691697 Amy D. Howell

    80% of brand chatter is created by 16% of people. How can you find them? http://bit.ly/9ewPQP /via @jaybaer

  • http://twitter.com/mjgagnon/status/13031716028 Marie-Josee Gagnon

    RT @jaybaer: 80% of brand chatter is created by 16% of people. How can you find them? http://bit.ly/9ewPQP

  • http://twitter.com/mjgagnon/status/13031716028 Marie-Josee Gagnon

    RT @jaybaer: 80% of brand chatter is created by 16% of people. How can you find them? http://bit.ly/9ewPQP

  • http://twitter.com/mjgagnon/status/13031716028 Marie-Josee Gagnon

    RT @jaybaer: 80% of brand chatter is created by 16% of people. How can you find them? http://bit.ly/9ewPQP

  • http://twitter.com/jrdenny/status/13031764032 Jason R. Denny

    @jaybaer 80% of brand chatter is created by 16% of people. How can you find them? http://bit.ly/9ewPQP

  • http://twitter.com/jrdenny/status/13031764032 Jason R. Denny

    @jaybaer 80% of brand chatter is created by 16% of people. How can you find them? http://bit.ly/9ewPQP

  • http://twitter.com/jrdenny/status/13031764032 Jason R. Denny

    @jaybaer 80% of brand chatter is created by 16% of people. How can you find them? http://bit.ly/9ewPQP

  • http://twitter.com/deidrabodkin/status/13031826256 Deidra Bodkin

    RT @jaybaer: The Science of Inequality – Finding Your Influential Customers http://bit.ly/9ewPQP

  • http://twitter.com/deidrabodkin/status/13031826256 Deidra Bodkin

    RT @jaybaer: The Science of Inequality – Finding Your Influential Customers http://bit.ly/9ewPQP

  • http://twitter.com/deidrabodkin/status/13031826256 Deidra Bodkin

    RT @jaybaer: The Science of Inequality – Finding Your Influential Customers http://bit.ly/9ewPQP

  • http://twitter.com/myrnarivera/status/13031895357 myrnarivera

    RT @jaybaer: 80% of brand chatter is created by 16% of people. How can you find them? http://bit.ly/9ewPQP [good stuff!]

  • http://twitter.com/myrnarivera/status/13031895357 myrnarivera

    RT @jaybaer: 80% of brand chatter is created by 16% of people. How can you find them? http://bit.ly/9ewPQP [good stuff!]

  • http://twitter.com/marketingveep/status/13031952730 Kelli Schmith

    80% of #brand chatter is created by 16% of people. How can you find them? http://bit.ly/9ewPQP RT @jaybaer

  • http://twitter.com/vgiorgi/status/13032079689 Vince Giorgi

    RT @HowellMarketing: 80% of brand chatter is created by 16% of people. How can you find them? http://bit.ly/9ewPQP /via @jaybaer

  • http://twitter.com/vgiorgi/status/13032079689 Vince Giorgi

    RT @HowellMarketing: 80% of brand chatter is created by 16% of people. How can you find them? http://bit.ly/9ewPQP /via @jaybaer

  • http://twitter.com/vgiorgi/status/13032079689 Vince Giorgi

    RT @HowellMarketing: 80% of brand chatter is created by 16% of people. How can you find them? http://bit.ly/9ewPQP /via @jaybaer

  • http://twitter.com/homergroup/status/13032246571 The Homer Group

    RT @marketingveep @jaybaer: 80% of #brand chatter is created by 16% of people. How can you find them? http://bit.ly/9ewPQP

  • http://twitter.com/homergroup/status/13032246571 The Homer Group

    RT @marketingveep @jaybaer: 80% of #brand chatter is created by 16% of people. How can you find them? http://bit.ly/9ewPQP

  • http://twitter.com/kabbageinc/status/13032252511 Kabbage

    RT @marketingveep: 80% of #brand chatter is created by 16% of people. How can you find them? http://bit.ly/9ewPQP RT @jaybaer

  • http://twitter.com/kabbageinc/status/13032252511 Kabbage

    RT @marketingveep: 80% of #brand chatter is created by 16% of people. How can you find them? http://bit.ly/9ewPQP RT @jaybaer

  • http://www.BrownLtd.com/ Brown Ltd.

    Appreciate that, thanks! Maybe it has to do with the size of the item or big ticket item (cost). Or the strength of the brand compared to competition? I found when people bought 4 or more homes from us, and lived in them over a period of years, and they kept coming back sometimes buying 6-8 homes or more from the same builder, they always spread the word about our brand. Over 90% of sales were from those referrals. They became like Mac users and spread our brand message like crazy. So “enthusiasts” is a good way of looking at them. Except in this case, they were almost always talkers because a home is so personal and it's easy to share. I can see your 1:1 point about a brand that isn't there yet. Thanks again.

  • http://twitter.com/nicholasswanson/status/13032356077 Nicholas Swanson

    RT @jaybaer: 80% of brand chatter is created by 16% of people. How can you find them? http://bit.ly/9ewPQP

  • http://twitter.com/nicholasswanson/status/13032356077 Nicholas Swanson

    RT @jaybaer: 80% of brand chatter is created by 16% of people. How can you find them? http://bit.ly/9ewPQP

  • http://twitter.com/cblangev/status/13032369074 Chelsea Langevin

    @jaybaer Diffusion of info always seems to be top-down RT 80% of brand chatter is created by 16% of people http://bit.ly/9ewPQP

  • http://twitter.com/cblangev/status/13032369074 Chelsea Langevin

    @jaybaer Diffusion of info always seems to be top-down RT 80% of brand chatter is created by 16% of people http://bit.ly/9ewPQP

  • http://twitter.com/shannonholato/status/13032513409 Shannon Holato

    Good read – RT @jaybaer: 80% of brand chatter is created by 16% of people. How can you find them? http://bit.ly/9ewPQP

  • http://twitter.com/shannonholato/status/13032513409 Shannon Holato

    Good read – RT @jaybaer: 80% of brand chatter is created by 16% of people. How can you find them? http://bit.ly/9ewPQP

  • http://twitter.com/cbctype/status/13033155023 Jill Atkinson

    RT @marketingveep: 80% of #brand chatter is created by 16% of people. How can you find them? http://bit.ly/9ewPQP RT @jaybaer

  • http://twitter.com/cbctype/status/13033155023 Jill Atkinson

    RT @marketingveep: 80% of #brand chatter is created by 16% of people. How can you find them? http://bit.ly/9ewPQP RT @jaybaer

  • http://twitter.com/cbctype/status/13033155023 Jill Atkinson

    RT @marketingveep: 80% of #brand chatter is created by 16% of people. How can you find them? http://bit.ly/9ewPQP RT @jaybaer

  • http://twitter.com/blurmarketing/status/13033648329 blur Marketing

    The Science of Inequality – Finding Your Influential Customers http://ow.ly/1E43W

  • http://twitter.com/blurmarketing/status/13033648329 blur Marketing

    The Science of Inequality – Finding Your Influential Customers http://ow.ly/1E43W

  • http://twitter.com/blurmarketing/status/13033648329 blur Marketing

    The Science of Inequality – Finding Your Influential Customers http://ow.ly/1E43W

  • http://twitter.com/blurmarketing/status/13033648329 blur Marketing

    The Science of Inequality – Finding Your Influential Customers http://ow.ly/1E43W

  • http://twitter.com/seanshap/status/13034838299 Sean Shapcott

    Interesting RT @jaybaer: 80% of brand chatter is created by 16% of people. How can you find them? http://bit.ly/9ewPQP

  • http://twitter.com/seanshap/status/13034838299 Sean Shapcott

    Interesting RT @jaybaer: 80% of brand chatter is created by 16% of people. How can you find them? http://bit.ly/9ewPQP

  • http://twitter.com/seanshap/status/13034838299 Sean Shapcott

    Interesting RT @jaybaer: 80% of brand chatter is created by 16% of people. How can you find them? http://bit.ly/9ewPQP

  • http://twitter.com/msmouther/status/13035837959 McKenzie

    RT @jaybaer 80% of brand chatter is created by 16% of people. How can you find them? http://bit.ly/9ewPQP

  • http://twitter.com/chrislee/status/13036580016 Chris Lee

    RT @jaybaer: 80% of brand chatter is created by 16% of people. How can you find them? http://bit.ly/byaAxb (killer post!)

  • http://twitter.com/creatorsimage/status/13039195562 Creators Image

    RT @jaybaer: 80% of brand chatter is created by 16% of people. How can you find them? http://bit.ly/9ewPQP

  • http://twitter.com/creatorsimage/status/13039538747 Creators Image

    RT @jaybaer: Do brand influencers hang out on Facebook, or Twitter? The answer may surprise you. http://bit.ly/9ewPQP

  • http://twitter.com/sherilynmclain/status/13041093582 Sherilyn McLain

    RT @chrislee: RT @jaybaer: 80% of brand chatter is created by 16% of people. How can you find them? http://bit.ly/byaAxb (killer post!)

  • http://twitter.com/aliriop/status/13041157579 Alirio Pirela

    The Science of Inequality – Finding Your Influential Customers http://bit.ly/9ewPQP

  • http://twitter.com/socialmiss/status/13042181837 Melissa Woodard

    RT @marketingveep: 80% of #brand chatter is created by 16% of people. How can you find them? http://bit.ly/9ewPQP RT @jaybaer

  • http://twitter.com/peteskoglund/status/13044771072 Pete Skoglund

    RT @jaybaer: 80% of brand chatter is created by 16% of people. How can you find them? http://bit.ly/9ewPQP

  • http://twitter.com/bgmetivier/status/13050620084 Bob Metivier

    RT @jaybaer: The Science of Inequality – Finding Your Influential Customers http://bit.ly/9ewPQP

  • http://twitter.com/hkotadia/status/13052291466 Harish Kotadia

    The Science of Inequality – Finding Your Influential Customers http://bit.ly/agIiu2 #sCRM #PR #analytics

  • http://twitter.com/hkotadia/status/13052291466 Harish Kotadia

    The Science of Inequality – Finding Your Influential Customers http://bit.ly/agIiu2 #sCRM #PR #analytics

  • http://twitter.com/socialmediafltr/status/13052583482 Social Media Filter

    RT @HKotadia The Science of Inequality – Finding Your Influential Customers http://bit.ly/agIiu2 #sCRM #PR #analytics

  • http://twitter.com/brunoaziza/status/13053995398 Bruno Aziza

    RT @jaybaer: The Science of Inequality – Finding Your Influential Customers http://bit.ly/9ewPQP #socialmedia #analytics

  • http://twitter.com/brunoaziza/status/13053995398 Bruno Aziza

    RT @jaybaer: The Science of Inequality – Finding Your Influential Customers http://bit.ly/9ewPQP #socialmedia #analytics

  • http://twitter.com/nixie/status/13054379560 Nicole Perri

    RT @brett: The Science of Inequality – Finding Your Influential Customers http://bit.ly/9ewPQP (via @jaybaer @socialmedia2day)

  • http://twitter.com/nixie/status/13054379560 Nicole Perri

    RT @brett: The Science of Inequality – Finding Your Influential Customers http://bit.ly/9ewPQP (via @jaybaer @socialmedia2day)

  • http://twitter.com/nixie/status/13054379560 Nicole Perri

    RT @brett: The Science of Inequality – Finding Your Influential Customers http://bit.ly/9ewPQP (via @jaybaer @socialmedia2day)

  • http://twitter.com/loretta_m/status/13055639022 LORETTA

    RT @jaybaer: Do brand influencers hang out on Facebook, or Twitter? The answer may surprise you. http://bit.ly/9ewPQP

  • http://twitter.com/loretta_m/status/13055639022 LORETTA

    RT @jaybaer: Do brand influencers hang out on Facebook, or Twitter? The answer may surprise you. http://bit.ly/9ewPQP

  • http://twitter.com/loretta_m/status/13055639022 LORETTA

    RT @jaybaer: Do brand influencers hang out on Facebook, or Twitter? The answer may surprise you. http://bit.ly/9ewPQP

  • http://twitter.com/loretta_m/status/13055639022 LORETTA

    RT @jaybaer: Do brand influencers hang out on Facebook, or Twitter? The answer may surprise you. http://bit.ly/9ewPQP

  • http://twitter.com/lbi_belgium/status/13056533702 LBi Belgium

    Finding your influential customers. Good article based on latest @forrester study – http://bit.ly/d3QAwo

  • http://twitter.com/lbi_belgium/status/13056533702 LBi Belgium

    Finding your influential customers. Good article based on latest @forrester study – http://bit.ly/d3QAwo

  • http://twitter.com/lbi_belgium/status/13056533702 LBi Belgium

    Finding your influential customers. Good article based on latest @forrester study – http://bit.ly/d3QAwo

  • http://twitter.com/patsapel/status/13056703728 Patricia Salgado

    RT @hkotadia: The Science of Inequality – Finding Your Influential Customers http://bit.ly/agIiu2 #sCRM #PR #analytics

  • http://twitter.com/patsapel/status/13057042163 Patricia Salgado

    Cómo encontrar a nuestro clientes stakeholder http://ht.ly/1Eypm

  • http://twitter.com/patsapel/status/13057042163 Patricia Salgado

    Cómo encontrar a nuestro clientes stakeholder http://ht.ly/1Eypm

  • http://twitter.com/mjcachon/status/13057332486 mjcachon

    RT @patsapel: Cómo encontrar a nuestro clientes stakeholder http://ht.ly/1Eypm

  • http://twitter.com/bartzokas/status/13062948502 vassilis bartzokas

    Finding Your Influential Customers http://icio.us/bnwmwo

  • markwilliamschaefer

    I'll take it even a step further. Here is some research that shows as little as 4% of your customers are actively advocating your brand: http://bit.ly/9tywDf

    The good news is that as marketers, we at least have inexpensive, accessible data through the social web to learn about this. Great leveler for small businesses and a competitive advantage if they execute well.

    Great post Jay, thanks!

  • http://twitter.com/lbiivenhillmann/status/13064907158 LBi Iven

    Find your influencer: About the Science of Inequality http://redir.ec/LBiSocialMedia @LBi

  • http://twitter.com/lbiivenhillmann/status/13064907158 LBi Iven

    Find your influencer: About the Science of Inequality http://redir.ec/LBiSocialMedia @LBi

  • http://twitter.com/lbiivenhillmann/status/13064907158 LBi Iven

    Find your influencer: About the Science of Inequality http://redir.ec/LBiSocialMedia @LBi

  • http://twitter.com/lbiivenhillmann/status/13064956857 LBi Iven

    Find your influencer: About the Science of
    Inequality http://redir.ec/LBiSocialMedia @LBi http://bit.ly/axiy7i

  • http://twitter.com/lbiivenhillmann/status/13064956857 LBi Iven

    Find your influencer: About the Science of
    Inequality http://redir.ec/LBiSocialMedia @LBi http://bit.ly/axiy7i

  • http://twitter.com/atimarketing/status/13067342408 ATI Attraction Mktg

    Science of Inequality – Finding The Mass Influentials Among Your Customers http://bit.ly/bsTn8u

  • http://twitter.com/jittergram/status/13068949761 JitterJam

    In Search of Mass Influencers – Tips on Finding Your Influential Customers from @jaybaer: http://jit.ly/!8n0K

  • http://twitter.com/webtw/status/13072295567 Lucy Beer

    the 80-20 rule applies to online influencers: 80% of online impressions about products created by 16% of US population http://ow.ly/1EH9b

  • http://twitter.com/dfolkens/status/13078547603 Dave Folkens

    Great thoughts on influencers from @jaybaer 80% of brand chatter is created by 16% of people. How can you find them? http://bit.ly/9ewPQP

  • http://twitter.com/bloomgfootprint/status/13079917656 Katie Fox

    The Science of Inequality – Finding Your Influential Customers http://bit.ly/96S08b (via @jaybaer)

  • http://twitter.com/kristengreg/status/13083579330 Kristen Gregory

    Totally digging @jaybaer posts this week: http://idek.net/1QQF and http://idek.net/1QQE

  • http://twitter.com/alexasamuels/status/13086827394 Alexa Samuels

    Social media: rather than focus 1:1, target the influencers. How? Read what @jaybaer has to say. http://bit.ly/dxOMNN

  • http://twitter.com/nathalief/status/13088152667 Nathalie Soeteman

    Bookmarking: Science of Inequality – Finding The Mass Influentials Among Your Customers by @jaybaer http://ht.ly/1ESTi

  • http://twitter.com/sadiemharris/status/13091939466 Sadie Harris

    The Science of Inequality – Finding Your Influential Customers http://bit.ly/bdv6Sz

  • http://twitter.com/internetcoachfr/status/13094176639 sadie harris

    The Science of Inequality – Finding Your Influential Customers http://bit.ly/bdv6Sz

  • http://twitter.com/mmesocialmedia/status/13094527986 sadie harris

    The Science of Inequality – Finding Your Influential Customers http://bit.ly/bdv6Sz

  • http://twitter.com/mcort/status/13102196885 Michelle Corteggiano

    Science of Inequality – Finding The Mass Influentials Among Your Customers http://bit.ly/bsTn8u

  • http://twitter.com/paulodelpuerto/status/13115381886 Paulo del Puerto

    The Science of Inequality – Finding Your Influential Customers http://bit.ly/bAwTd3 #socialmedia #sm #social2010

  • http://twitter.com/sadiemharris/status/13117054581 Sadie Harris

    The Science of Inequality – Finding Your Influential Customers http://bit.ly/bw0bup

  • http://twitter.com/sadiemharris/status/13117054581 Sadie Harris

    The Science of Inequality – Finding Your Influential Customers http://bit.ly/bw0bup

  • http://twitter.com/sadiemharris/status/13117054581 Sadie Harris

    The Science of Inequality – Finding Your Influential Customers http://bit.ly/bw0bup

  • http://twitter.com/sadiemharris/status/13117054581 Sadie Harris

    The Science of Inequality – Finding Your Influential Customers http://bit.ly/bw0bup

  • http://twitter.com/sadiemharris/status/13117054581 Sadie Harris

    The Science of Inequality – Finding Your Influential Customers http://bit.ly/bw0bup

  • http://twitter.com/slermann/status/13117562924 Lermann PR

    RT @jaybaer: The Science of Inequality – Finding Your Influential Customers http://bit.ly/9ewPQP

  • http://twitter.com/slermann/status/13117562924 Lermann PR

    RT @jaybaer: The Science of Inequality – Finding Your Influential Customers http://bit.ly/9ewPQP

  • http://twitter.com/slermann/status/13117562924 Lermann PR

    RT @jaybaer: The Science of Inequality – Finding Your Influential Customers http://bit.ly/9ewPQP

  • http://twitter.com/mmesocialmedia/status/13118045845 sadie harris

    The Science of Inequality – Finding Your Influential Customers http://bit.ly/bw0bup

  • http://twitter.com/mmesocialmedia/status/13118045845 sadie harris

    The Science of Inequality – Finding Your Influential Customers http://bit.ly/bw0bup

  • http://twitter.com/mmesocialmedia/status/13118045845 sadie harris

    The Science of Inequality – Finding Your Influential Customers http://bit.ly/bw0bup

  • http://twitter.com/hweytens/status/13118759952 Hervé Weytens

    The Science of Inequality – Finding Your Influential Customers http://bit.ly/9ewPQP #crm

  • http://twitter.com/internetcoachfr/status/13119430729 sadie harris

    The Science of Inequality – Finding Your Influential Customers http://bit.ly/bw0bup

  • http://twitter.com/samuelhfagan/status/13128022133 Sam Fagan

    Great info RT @jaybaer: The Science of Inequality – Finding Your Influential Customers http://bit.ly/9ewPQP

  • http://twitter.com/samuelhfagan/status/13128022133 Sam Fagan

    Great info RT @jaybaer: The Science of Inequality – Finding Your Influential Customers http://bit.ly/9ewPQP

  • http://twitter.com/samuelhfagan/status/13128022133 Sam Fagan

    Great info RT @jaybaer: The Science of Inequality – Finding Your Influential Customers http://bit.ly/9ewPQP

  • http://twitter.com/ts_elliott/status/13128296619 T.S. Elliott 

    RT @Adgenius: RT @jaybaer: Do brand influencers hang out on Facebook, or Twitter? The answer may surprise you. http://bit.ly/9ewPQP

  • http://twitter.com/ts_elliott/status/13128296619 T.S. Elliott 

    RT @Adgenius: RT @jaybaer: Do brand influencers hang out on Facebook, or Twitter? The answer may surprise you. http://bit.ly/9ewPQP

  • http://twitter.com/313nick/status/13128558596 Nick D

    RT @Adgenius: RT @jaybaer: Do brand influencers hang out on Facebook, or Twitter? The answer may surprise you. http://bit.ly/9ewPQP

  • http://twitter.com/313nick/status/13128558596 Nick D

    RT @Adgenius: RT @jaybaer: Do brand influencers hang out on Facebook, or Twitter? The answer may surprise you. http://bit.ly/9ewPQP

  • http://twitter.com/theyear2030/status/13128693316 Patrick Tucker

    RT @jaybaer: The "influentials" of tomorrow–people who post too much opinion today. http://bit.ly/9ewPQP

  • http://twitter.com/vernongirl/status/13137136538 Courtenay Pitcher

    RT @jaybaer: The Science of Inequality – Finding Your Influential Customers http://bit.ly/9ewPQP

  • almcfarland

    Good post… customers have different financial values to companies. But those differences can be magnified or lessened when the customer is vocal about your company (negative or positive). http://bit.ly/cwQDWH

  • http://twitter.com/shanameydala/status/13139365499 Shana Rieger

    The Science of Inequality, Finding Your Influential Customers by @jaybaer, http://bit.ly/bX6jkX). Must read!

  • http://twitter.com/marciseoer/status/13139417145 Marci Rosenblum

    Science of Inequality – Finding The Mass Influentials Among Your Customers Convince & Convert: http://bit.ly/aCHqR2 #fb #in

  • http://twitter.com/smithz_19/status/13139437975 Smitha Chunduri
  • http://twitter.com/smithz_19/status/13139437975 Smitha Chunduri
  • http://twitter.com/rpendse/status/13139451603 Rani Pendse

    RT @jaybaer: The Science of Inequality – Finding Your Influential Customers http://bit.ly/9ewPQP

  • http://twitter.com/rpendse/status/13139451603 Rani Pendse

    RT @jaybaer: The Science of Inequality – Finding Your Influential Customers http://bit.ly/9ewPQP

  • http://twitter.com/webtrafficseo/status/13139537528 Marci Rosenblum

    Science of Inequality – Finding The Mass Influentials Among Your Customers Convince & Convert: http://bit.ly/aCHqR2 http://bit.ly/9WovZ0

  • http://twitter.com/webtrafficseo/status/13139537528 Marci Rosenblum

    Science of Inequality – Finding The Mass Influentials Among Your Customers Convince & Convert: http://bit.ly/aCHqR2 http://bit.ly/9WovZ0

  • http://twitter.com/muldowneyarts/status/13139721492 Brian Muldowney

    RT @jaybaer: The Science of Inequality – Finding Your Influential Customers http://bit.ly/9ewPQP

  • bradycohen

    Jay, great post. Curious how you measure the success of these targeting efforts? How do you define success in terms of outcomes?

  • http://twitter.com/thedigitalchick/status/13140065441 Michelle Johnson
  • http://twitter.com/cksyme/status/13140380883 Chris Syme

    Good blog post by Jay Baer's on Finding Influential Customers. Good way to increase our fan bases: http://bit.ly/dkBcUt

  • http://twitter.com/kibler/status/13140613834 Kibler

    Do you know where to find your biggest fans? http://bit.ly/cN3Qvi

  • http://twitter.com/sagepeterson/status/13140700330 Sage Peterson

    RT @jaybaer: The Science of Inequality – Finding Your Influential Customers http://bit.ly/9ewPQP

  • http://twitter.com/iriaz/status/13141038413 Ihsan Riaz

    RT @jaybaer: The Science of Inequality – Finding Your Influential Customers http://bit.ly/9ewPQP

  • http://twitter.com/contextoptional/status/13141482505 Context Marketing

    Do you know where to find your biggest fans? http://bit.ly/bX6jkX)

  • http://twitter.com/grosocial/status/13141559128 GroSocial

    The Science of Inequality – Finding Your Influential Customers. Excellent article by @jaybaer http://bit.ly/arvuXZ

  • http://twitter.com/thewebchef/status/13142737137 thewebchef

    RT @elizabethsosnow: Finding The Mass Influentials Among Your Customers via @jaybaer (really good): http://bit.ly/bckBMj

  • http://twitter.com/dancommator/status/13143302945 Daniel Easterbrook

    The Science of Inequality–Finding Your Influential Customers #socialmedia #onlineinfluence #digitalmarketing #onlinePR http://bit.ly/dkBcUt

  • http://twitter.com/dancommator/status/13143302945 Daniel Easterbrook

    The Science of Inequality–Finding Your Influential Customers #socialmedia #onlineinfluence #digitalmarketing #onlinePR http://bit.ly/dkBcUt

  • http://twitter.com/razorfish/status/13143327909 Razorfish

    The science of inequality – finding your influential customers (by @jaybaer w/insights from @Forrester) http://bit.ly/aWW0wx ~chp

  • http://twitter.com/imexposed/status/13143337136 Marcelo Bacchi

    Marcelo Bacchi: The Science of Inequality – Finding Your Influential Customers: Does social media breed … http://bit.ly/aWCo4b :IM Expert

  • http://twitter.com/imexposed/status/13143337136 Marcelo Bacchi

    Marcelo Bacchi: The Science of Inequality – Finding Your Influential Customers: Does social media breed … http://bit.ly/aWCo4b :IM Expert

  • http://twitter.com/marcelocbacchi/status/13143337084 Marcelo Bacchi

    Marcelo Bacchi: The Science of Inequality – Finding Your Influential Customers: Does social media breed … http://bit.ly/aWCo4b :IM Expert

  • http://twitter.com/marcelocbacchi/status/13143337084 Marcelo Bacchi

    Marcelo Bacchi: The Science of Inequality – Finding Your Influential Customers: Does social media breed … http://bit.ly/aWCo4b :IM Expert

  • http://twitter.com/steveplunkett/status/13143358184 steveplunkett

    RT @razorfish: The science of inequality – finding your influential customers (by @jaybaer w/insights from @Forrester) http://bit.ly/aWW0wx ~chp

  • http://twitter.com/steveplunkett/status/13143358184 steveplunkett

    RT @razorfish: The science of inequality – finding your influential customers (by @jaybaer w/insights from @Forrester) http://bit.ly/aWW0wx ~chp

  • http://twitter.com/realyaverbaum/status/13143520958 REAL eric yaverbaum

    RT @Razorfish: Science of inequality – finding your influential customers (by @jaybaer w/insights from @Forrester) http://bit.ly/aWW0wx ~chp

  • http://twitter.com/stacey_ricks/status/13143572821 Stacey Ricks

    RT @jaybaer: Finding Your Influential Customers http://bit.ly/9ewPQP. Add a 7th, RM's Social Intelligence suite to find YOUR influencers!

  • http://twitter.com/almcfarland/status/13144197418 Andrew McFarland

    The Science of Inequality – Finding Your Influential Customers – http://bit.ly/9ue5zu

  • http://twitter.com/concepthub/status/13144232839 Concept Hub, Inc

    Science of Inequality – Finding The Mass Influentials Among Your Customers | Social Media Marketing | Social Media… http://bit.ly/a0vVME

  • http://twitter.com/concepthub/status/13144232839 Concept Hub, Inc

    Science of Inequality – Finding The Mass Influentials Among Your Customers | Social Media Marketing | Social Media… http://bit.ly/a0vVME

  • http://twitter.com/jamespfitz/status/13144642686 Jim

    RT @jaybaer: The Science of Inequality – Finding Your Influential Customers http://bit.ly/9ewPQP #in

  • http://twitter.com/novophil/status/13144749881 philippe duverger

    Finding Your Influential Customers http://tinyurl.com/2axngnm

  • http://twitter.com/dettywulandari/status/13144806850 detty wulandari

    RT @Razorfish: The science of inequality – finding your influential customers (by @jaybaer w/insights from @Forrester) http://bit.ly/aWW0wx

  • http://twitter.com/social_c_r_m/status/13144949763 David Baker

    RT @razorfish: The science of inequality – finding your influential customers (by @jaybaer w/insights from @Forrester) http://bit.ly/aWW0wx

  • http://twitter.com/yakhtar/status/13146290199 yakhtar

    Finding The Mass Influentials Among Your Customers http://bit.ly/aCHqR2 via @addthis

  • http://twitter.com/pamdyer/status/13146580723 Pam Dyer

    Do you know where to find your biggest fans? http://ow.ly/1Fl3T Targeting them can increase reach, efficiency

  • http://twitter.com/bfholmes/status/13146634598 Brenna Holmes

    RT @clarashih: 80% brand impressions come from 16% population- boost your brand by focusing on these key influencers! http://ow.ly/1FjlG

  • http://twitter.com/tallydigitalbiz/status/13146753385 Michael Winn

    Science of Inequality – Finding Your Influential Customers http://ow.ly/1Flc4

  • http://twitter.com/hotaboutnfl/status/13147026835 Hot About NFL

    Science of Inequality – Finding The Mass Influentials Among Your Customers | Social Media Marketing | Social M.. http://bit.ly/9yyL4n

  • http://twitter.com/kimbrame/status/13147870315 Kim Brame

    RT @Kibler: Do you know where to find your biggest fans? http://bit.ly/cN3Qvi

  • http://twitter.com/thetg/status/13147871267 TheTARGETEDGroup

    Do you know where to find your biggest fans? http://bit.ly/dkBcUt

  • http://twitter.com/kittmccurdy/status/13148133904 Kitt McCurdy

    RT @ContextOptional: Do you know where to find your biggest fans? http://bit.ly/bX6jkX)

  • http://twitter.com/dukkytweets/status/13148445922 Dukky

    RT @pamdyer: Do you know where to find your biggest fans? http://ow.ly/1Fl3T Targeting them can increase reach, efficiency

  • http://twitter.com/rickrad/status/13148461551 Richard DeVeau

    RT @razorfish: The science of inequality – finding your influential customers (by @jaybaer w/insights from @Forrester) http://bit.ly/aWW0wx ~chp

  • http://twitter.com/aliriop/status/13148605212 Alirio Pirela

    Do you know where to find your biggest fans? http://goo.gl/C83Y

  • http://twitter.com/seanmoffitt/status/13148736040 Sean Moffitt

    Solid stuff – The Science of Inequality – influencers are generally younger, mobile enabled, make more $ – @jaybaer http://ht.ly/1FmhC

  • http://twitter.com/jj_sullivan/status/13149158112 J.J. Sullivan

    RT @SeanMoffitt: Solid stuff – The Science of Inequality – influencers=generally younger, mobile, make >$ – @jaybaer http://ht.ly/1FmhC

  • http://twitter.com/irestaurant/status/13149529373 Nash Sherchan

    Great blog post by @jaybaer – How to find your greatest fans. http://bit.ly/cd8UWd

  • http://twitter.com/irestaurant/status/13149529373 Nash Sherchan

    Great blog post by @jaybaer – How to find your greatest fans. http://bit.ly/cd8UWd

  • http://twitter.com/irestaurant/status/13149529373 Nash Sherchan

    Great blog post by @jaybaer – How to find your greatest fans. http://bit.ly/cd8UWd

  • http://twitter.com/irestaurant/status/13149529373 Nash Sherchan

    Great blog post by @jaybaer – How to find your greatest fans. http://bit.ly/cd8UWd

  • http://twitter.com/jeffdeibel/status/13149617585 Jeff Deibel

    Consumers generated over 500billion online impressions about products. 16% of consumers drove 80% of the impressions. http://bit.ly/d3TL0y

  • http://twitter.com/jeffdeibel/status/13149617585 Jeff Deibel

    Consumers generated over 500billion online impressions about products. 16% of consumers drove 80% of the impressions. http://bit.ly/d3TL0y

  • http://twitter.com/jeffdeibel/status/13149617585 Jeff Deibel

    Consumers generated over 500billion online impressions about products. 16% of consumers drove 80% of the impressions. http://bit.ly/d3TL0y

  • http://twitter.com/jeffdeibel/status/13149617585 Jeff Deibel

    Consumers generated over 500billion online impressions about products. 16% of consumers drove 80% of the impressions. http://bit.ly/d3TL0y

  • http://twitter.com/dronlund/status/13149630055 Don Ronlund

    The Science of Inequality – Finding Your Influential Customers http://bit.ly/bWIFNn

  • http://twitter.com/dronlund/status/13149630055 Don Ronlund

    The Science of Inequality – Finding Your Influential Customers http://bit.ly/bWIFNn

  • http://twitter.com/dronlund/status/13149630055 Don Ronlund

    The Science of Inequality – Finding Your Influential Customers http://bit.ly/bWIFNn

  • http://twitter.com/dronlund/status/13149630055 Don Ronlund

    The Science of Inequality – Finding Your Influential Customers http://bit.ly/bWIFNn

  • http://twitter.com/stacyminter/status/13150065726 Stacy Minter

    RT @jaybaer: The Science of Inequality – Finding Your Influential Customers http://bit.ly/9ewPQP

  • http://twitter.com/stacyminter/status/13150065726 Stacy Minter

    RT @jaybaer: The Science of Inequality – Finding Your Influential Customers http://bit.ly/9ewPQP

  • http://twitter.com/stacyminter/status/13150065726 Stacy Minter

    RT @jaybaer: The Science of Inequality – Finding Your Influential Customers http://bit.ly/9ewPQP

  • http://twitter.com/kmgdepaul/status/13151384006 DePaul KMG

    How to Find Your Most Influential Customers http://ow.ly/1qwAmx

  • http://twitter.com/mickeylonchar/status/13151958542 Mickey Lonchar

    Really great article about the "mass influencers": the 16% of online users who generate 80% of the "brand conversations." http://ht.ly/1Fo1S

  • http://twitter.com/katielance/status/13152436494 Katie Lance

    The Science of Inequality – Finding Your Influential Customers via @jaybaer http://bit.ly/cN3Qvi <great article>

  • http://twitter.com/lightthread/status/13152711196 lightthread

    Interesting study: Science of Inequality – Finding The Mass Influentials Among Your Customers http://bit.ly/aXlOuR

  • http://twitter.com/annfarrell/status/13153377140 Ann Farrell, PCC

    RT @jaybaer: The Science of Inequality – Finding Your Influential Customers http://bit.ly/9ewPQP

  • http://twitter.com/sodapopmedia/status/13155828944 SodaPop Media, LLC

    Do you know where to find your biggest fans? – http://bit.ly/dkBcUt

  • http://twitter.com/kdbphotography/status/13156166258 Kevin Bushman

    RT @SodaPopMedia: Do you know where to find your biggest fans? – http://bit.ly/dkBcUt

  • http://twitter.com/kdbphotography/status/13156166258 Kevin Bushman

    RT @SodaPopMedia: Do you know where to find your biggest fans? – http://bit.ly/dkBcUt

  • http://twitter.com/kdbphotography/status/13156166258 Kevin Bushman

    RT @SodaPopMedia: Do you know where to find your biggest fans? – http://bit.ly/dkBcUt

  • http://twitter.com/kdbphotography/status/13156166258 Kevin Bushman

    RT @SodaPopMedia: Do you know where to find your biggest fans? – http://bit.ly/dkBcUt

  • http://twitter.com/kdbphotography/status/13156166258 Kevin Bushman

    RT @SodaPopMedia: Do you know where to find your biggest fans? – http://bit.ly/dkBcUt

  • http://twitter.com/kdbphotography/status/13156166258 Kevin Bushman

    RT @SodaPopMedia: Do you know where to find your biggest fans? – http://bit.ly/dkBcUt

  • http://twitter.com/chrishuggins/status/13156224547 Chris Huggins

    Science of Inequality – Finding The Mass Influentials Among Your Customers – Social Media Marketing http://bit.ly/dCVzwe #in

  • http://twitter.com/chrishuggins/status/13156224547 Chris Huggins

    Science of Inequality – Finding The Mass Influentials Among Your Customers – Social Media Marketing http://bit.ly/dCVzwe #in

  • http://twitter.com/chrishuggins/status/13156224547 Chris Huggins

    Science of Inequality – Finding The Mass Influentials Among Your Customers – Social Media Marketing http://bit.ly/dCVzwe #in

  • http://twitter.com/chrishuggins/status/13156224547 Chris Huggins

    Science of Inequality – Finding The Mass Influentials Among Your Customers – Social Media Marketing http://bit.ly/dCVzwe #in

  • http://twitter.com/chrishuggins/status/13156224547 Chris Huggins

    Science of Inequality – Finding The Mass Influentials Among Your Customers – Social Media Marketing http://bit.ly/dCVzwe #in

  • http://twitter.com/m_helm/status/13157036735 Maria Helm

    Do you know where to find your biggest fans? http://dld.bz/bPBS #socialmedia #marketing

  • http://twitter.com/m_helm/status/13157036735 Maria Helm

    Do you know where to find your biggest fans? http://dld.bz/bPBS #socialmedia #marketing

  • http://twitter.com/m_helm/status/13157036735 Maria Helm

    Do you know where to find your biggest fans? http://dld.bz/bPBS #socialmedia #marketing

  • http://twitter.com/m_helm/status/13157036735 Maria Helm

    Do you know where to find your biggest fans? http://dld.bz/bPBS #socialmedia #marketing

  • http://twitter.com/joshgordon/status/13160605241 Josh Gordon

    Not all customers are created equal. Some just buy. Others buy AND influence other customers http://bit.ly/bWIFNn @jaybaer

  • http://twitter.com/joshgordon/status/13160605241 Josh Gordon

    Not all customers are created equal. Some just buy. Others buy AND influence other customers http://bit.ly/bWIFNn @jaybaer

  • http://twitter.com/adhumlen/status/13160820497 Anneliza Humlen

    Key Read: The Science of Inequality – Finding Your Influential Customers http://ow.ly/1Fqqq #marketing #brand #cmo

  • http://twitter.com/adhumlen/status/13160820497 Anneliza Humlen

    Key Read: The Science of Inequality – Finding Your Influential Customers http://ow.ly/1Fqqq #marketing #brand #cmo

  • http://twitter.com/evertouch/status/13168396390 Rob Goluba

    RT @jaybaer: The Science of Inequality – Finding Your Influential Customers http://bit.ly/9ewPQP

  • http://twitter.com/michaelgass/status/13171269392 Michael Gass

    RT @jaybaer The Science of Inequality – How to Find Your Influential Customers http://bit.ly/9ewPQP

  • http://twitter.com/michaelgass/status/13171269392 Michael Gass

    RT @jaybaer The Science of Inequality – How to Find Your Influential Customers http://bit.ly/9ewPQP

  • http://twitter.com/michaelgass/status/13171269392 Michael Gass

    RT @jaybaer The Science of Inequality – How to Find Your Influential Customers http://bit.ly/9ewPQP

  • http://twitter.com/michaelgass/status/13171269392 Michael Gass

    RT @jaybaer The Science of Inequality – How to Find Your Influential Customers http://bit.ly/9ewPQP

  • http://twitter.com/michaelgass/status/13171269392 Michael Gass

    RT @jaybaer The Science of Inequality – How to Find Your Influential Customers http://bit.ly/9ewPQP

  • http://twitter.com/michaelgass/status/13171269392 Michael Gass

    RT @jaybaer The Science of Inequality – How to Find Your Influential Customers http://bit.ly/9ewPQP

  • http://twitter.com/billshander/status/13171603970 billshander

    Finding influencers – great stuff in here http://is.gd/bPpTu

  • http://twitter.com/billshander/status/13171603970 billshander

    Finding influencers – great stuff in here http://is.gd/bPpTu

  • http://twitter.com/katielance/status/13173030307 Katie Lance

    RT @jaybaer: The Science of Inequality – Finding Your Influential Customers http://bit.ly/9ewPQP

  • http://twitter.com/djschultz/status/13174123333 Debbie Schultz

    How to find and use your mass influencers on Facebook. http://su.pr/1zB6B1

  • http://twitter.com/dharani770/status/13174471844 dharani
  • http://twitter.com/domboyd/status/13176324828 DomBoyd

    RT @razorfish: The science of inequality – finding your influential customers (by @jaybaer w/insights from @Forrester) http://bit.ly/aWW0wx ~chp

  • http://twitter.com/torsten_panzer/status/13187562165 torsten_panzer

    RT @jaybaer: The Science of Inequality – Finding Your Influential Customers http://bit.ly/9ewPQP

  • http://twitter.com/sweta_s_patel/status/13209540877 Sweta Patel

    Do you know where to find your biggest fans? http://ow.ly/1FJU7 Targeting them can increase reach, efficiency #socialmedia #sm #smo

  • http://twitter.com/sharpconsults/status/13212025675 SharpConsultingGroup

    Where to find your biggest fans (influentials)? http://bit.ly/dkBcUt #socialmedia #marketing

  • http://twitter.com/worldinmotion/status/13214281204 World in Motion

    The Science of Inequality – Finding Your Influential Customers http://bit.ly/ax3gkF

  • http://twitter.com/worldinmotion/status/13214281204 World in Motion

    The Science of Inequality – Finding Your Influential Customers http://bit.ly/ax3gkF

  • http://twitter.com/worldinmotion/status/13214281204 World in Motion

    The Science of Inequality – Finding Your Influential Customers http://bit.ly/ax3gkF

  • http://twitter.com/worldinmotion/status/13214281204 World in Motion

    The Science of Inequality – Finding Your Influential Customers http://bit.ly/ax3gkF

  • http://twitter.com/frittatun/status/13229977972 Francesco Guerrieri

    Excellent article: The Science of Inequality – Finding Your Influential Customers. http://ow.ly/1FRyq

  • http://twitter.com/danjstern/status/13233469565 Dan Stern

    RT @clarashih 80% of brand impressions come from 16% of population- boost your brand by focusing on key influencers! http://ht.ly/1Fj85

  • http://twitter.com/kunalkripalani/status/13238526465 Kunal Kripalani

    RT @pamdyer: Do you know where to find your biggest fans? http://ow.ly/1Fl3T Targeting them can increase reach, efficiency

  • http://twitter.com/pjjclarke/status/13241198554 Patrick Clarke

    RT @djschultz: How to find and use your mass influencers on Facebook. http://su.pr/1zB6B1

  • http://twitter.com/2cre8/status/13244388164 Kathy Meyer

    The Science of Inequality – Finding Your Influential Customers – http://ow.ly/1FK51

  • http://twitter.com/gagan_s/status/13246299445 Gagan Saxena

    The Science of Inequality – Finding Your Influential Customers – http://ow.ly/1FK51 RT @2cre8 << Updating Segmentation matrices #MR

  • http://twitter.com/socialgrow/status/13249248906 Ken Herron

    Alpha users. Mass influentials. Passionate customers. @jaybaer tells how to identify YOUR biggest fans – http://j.mp/chEbNH.

  • http://twitter.com/cbreecopy/status/13249752837 Cara Breeden

    Very good post by @jaybaer about finding your key influencers on #socialmedia http://ow.ly/1FPOp #sm

  • http://twitter.com/deytime/status/13252601629 Deborah

    do you know where to find your biggest fans? http://bit.ly/bkp6z1

  • http://twitter.com/uptowndownsouth/status/13252602723 Deborah Young

    do you know where to find your biggest fans? http://bit.ly/bkp6z1

  • http://twitter.com/covalentcpm/status/13254065383 Tricia White

    The Science of Inequality – Finding Your Influential Customers – http://bit.ly/da1r77

  • http://twitter.com/covalentcpm/status/13254065383 Tricia White

    The Science of Inequality – Finding Your Influential Customers – http://bit.ly/da1r77

  • http://twitter.com/reidigitalmedia/status/13255477773 rei digital media

    RT @cbreecopy Very good post by @jaybaer about finding your key influencers on #socialmedia http://ow.ly/1FPOp #sm

  • http://twitter.com/webpresenceva/status/13274332638 LaVenus Ballard

    Finding The Mass Influentials Among Your Customers | Social Media Marketing http://ow.ly/1FORb

  • http://twitter.com/afifamasood/status/13289468457 Afifa Masood

    RT @jaybaer: The Science of Inequality – Finding Your Influential Customers http://bit.ly/9ewPQP

  • http://twitter.com/henryalzamora/status/13300755589 Henry Alzamora

    Do you know where to find your biggest fans? http://lnkd.in/QAUQU6

  • http://twitter.com/4leafclovergirl/status/13301435015 Lisa Lisa

    Do you know where to find your biggest fans? http://ht.ly/1GaWL The Science of Inequality – Finding Your Influential Customers #socialmedia

  • http://twitter.com/ckburgess/status/13301439661 Cheryl Burgess

    Do you know where to find your biggest fans? http://ow.ly/1G5Yk @jaybaer

  • http://twitter.com/socialmediafltr/status/13301521335 Social Media Filter

    RT @ckburgess Do you know where to find your biggest fans? http://ow.ly/1G5Yk @jaybaer

  • http://twitter.com/marketingfltr/status/13301522045 Marketing Filter

    RT @ckburgess Do you know where to find your biggest fans? http://ow.ly/1G5Yk @jaybaer

  • http://twitter.com/restreamalerts/status/13301664349 ReStream

    @prblog Science of Inequality – Finding The Mass Influentials Among Your Customers | Social Media http://bit.ly/9o6SpW #ReStream.me

  • http://twitter.com/__fury/status/13303495650 fury

    Twitter: Science of Inequality – Finding The Mass Influentials Among Your Customers | Social Media Marketing | Soc… http://bit.ly/a0vVME

  • http://twitter.com/__fury/status/13303495650 fury

    Twitter: Science of Inequality – Finding The Mass Influentials Among Your Customers | Social Media Marketing | Soc… http://bit.ly/a0vVME

  • http://twitter.com/__fury/status/13303495650 fury

    Twitter: Science of Inequality – Finding The Mass Influentials Among Your Customers | Social Media Marketing | Soc… http://bit.ly/a0vVME

  • http://twitter.com/__fury/status/13303495650 fury

    Twitter: Science of Inequality – Finding The Mass Influentials Among Your Customers | Social Media Marketing | Soc… http://bit.ly/a0vVME

  • http://twitter.com/__fury/status/13303495650 fury

    Twitter: Science of Inequality – Finding The Mass Influentials Among Your Customers | Social Media Marketing | Soc… http://bit.ly/a0vVME

  • http://twitter.com/prblog/status/13303719719 Kevin Dugan

    Science of Inequality – Finding The Mass Influentials Among Your Customers by @jaybaer http://bit.ly/9o6SpW (via @ReStreamAlerts)

  • http://twitter.com/cwills/status/13306223620 Chris

    RT @ckburgess Do you know where to find your biggest fans? http://ow.ly/1G5Yk @jaybaer

  • http://twitter.com/sarasgraham/status/13307880210 Sara S. Graham

    The Science of Inequality – Finding The Mass Influentials Among Your Customers (by @jaybaer) http://goo.gl/C83Y

  • http://twitter.com/marketingfltr/status/13308397543 Marketing Filter

    RT @sarasgraham The Science of Inequality – Finding The Mass Influentials Among Your Customers (by @jaybaer) http://goo.gl/C83Y

  • http://twitter.com/marketingfltr/status/13308397543 Marketing Filter

    RT @sarasgraham The Science of Inequality – Finding The Mass Influentials Among Your Customers (by @jaybaer) http://goo.gl/C83Y

  • http://twitter.com/makeover_diva/status/13309957692 Lori Berntsen

    Do you know where to find your biggest fans? Finding your influencers. http://ow.ly/1GeYB

  • http://twitter.com/chefpaul9828/status/13313098723 Harrison Marketing

    Do you know where to find your biggest fans?: http://ow.ly/1G9Ih

  • http://twitter.com/advertisinglaw/status/13314265055 John Lichtenberger

    RT @ckburgess Do you know where to find your biggest fans? http://ow.ly/1G5Yk @jaybaer

  • http://twitter.com/philcylaw/status/13314987239 Philippe

    RT @AdvertisingLaw: RT @ckburgess Do you know where to find your biggest fans? http://ow.ly/1G5Yk @jaybaer

  • http://twitter.com/danielle_renner/status/13315015480 Danielle Renner

    Do you know where your biggest fans and influencers are? http://bit.ly/b0aUgx)

  • http://twitter.com/jcbivins/status/13315648880 Jereme Bivins

    Find your customers with better targeting: http://ht.ly/1Fgmt #marketing #smallbusiness

  • http://twitter.com/suzannevara/status/13318951031 Suzanne Vara

    RT @jaybaer: The Science of Inequality – Finding Your Influential Customers http://bit.ly/9ewPQP

  • http://twitter.com/hotintechnology/status/13318977676 Hot In Technology

    Science of Inequality – Finding The Mass Influentials Among Your Customers | Social Media Marketing | Social M.. http://bit.ly/9yyL4n

  • http://twitter.com/hotinbusiness/status/13318979841 Hot In Business

    Science of Inequality – Finding The Mass Influentials Among Your Customers | Social Media Marketing | Social M.. http://bit.ly/9yyL4n

  • http://twitter.com/vilma_bonilla/status/13320842190 Vilma Bonilla

    How do companies identify and reach those “Mass Influencers”? This post explains eliciting hundreds of comments: http://bit.ly/8XPDQM #in

  • http://twitter.com/bobnunn/status/13322103818 bob nunn

    80% of online impressions about products are created by just 16% of people. Your mission: find them! http://ow.ly/1G2yf #social

  • http://twitter.com/ericesilva/status/13333938291 Eric Silva

    Do you know where to find your biggest fans? http://ow.ly/1G5dX (good read)

  • dominiq

    Hell Jay,

    Thanks for this great article.

    Fully agree that “why not focus your social media efforts on trying to locate and engage with the Mass Influencers within your customer base”.

    On the How, I'd like to offer a different approach.

    1- Influence is usually influence about something. You may be influential in social media and your children more in “Avatar” or ” gaming”.

    2- So what we do for clients is we would identify the 100's to 10 000's relevant and influential people in a given community (topic/vertical/ around a passion) and

    3- Then we would map back their customer database.

    This would answer questions like:

    - out of your customer base, how many are key influential mommy bloggers.
    - using “follower input”, you can also get to, who are the influential mommy bloggers that your installed based (or your valuable customers) follow the most.

    Best

  • http://twitter.com/jhenning/status/13364060688 Jeffrey Henning

    RT @gagan_s: The Science of Inequality — Finding Your Influential Customers, http://ow.ly/1FK51 << Updating Segmentation matrices #MR

  • http://twitter.com/bigfuel/status/13364687139 Avi Savar

    Do you know how to find your brand's mass influencers? http://ow.ly/1GcpB

  • http://twitter.com/shaunrudy/status/13365133098 Shaun Rudy

    Do you know how to find your brand's mass influencers? There are several factors to look at – http://ow.ly/1GcpB RT @bigfuel

  • http://twitter.com/kaplowpr/status/13365623147 Kaplow PR

    Looking for influential customers? Start in your own database: http://ht.ly/1GKew from @jaybaer

  • http://twitter.com/tamarabarber/status/13369846204 Tamara Barber

    RT @JHenning: RT @gagan_s: The Science of Inequality — Finding Your Influential Customers, http://ow.ly/1FK51

  • http://twitter.com/carol_phillips/status/13374402930 Carol Phillips

    RT @tamarabarber: RT @JHenning: RT @gagan_s: The Science of Inequality — Finding Your Influential Customers, http://ow.ly/1FK51

  • http://twitter.com/targetstars/status/13382812481 TargetStars

    The Science of Inequality – Finding Your Influential Customers http://bit.ly/bNL0bS

  • http://twitter.com/brianfmartin/status/13424793696 Brian Martin

    Social success comes with the help of your most influential customers—here are a few stats to help you find them. http://bit.ly/cN3Qvi #fb

  • http://twitter.com/mediafunnel/status/13442061246 MediaFunnel

    Do you know where to find your biggest fans? http://bit.ly/dhRHwk #socialmedia ^NG

  • http://twitter.com/tinahui/status/13448725854 Tina Hui

    RT @mediafunnel: Do you know where to find your biggest fans? http://bit.ly/dhRHwk #socialmedia ^NG

  • http://twitter.com/__fury/status/13505650411 fury

    Science of Inequality – Finding The Mass Influentials Among Your Customers | Social Media Marketing | Social Media… http://bit.ly/a0vVME

  • http://twitter.com/aisle7/status/13510981682 Aisle7

    The science to finding your influencers online. http://ht.ly/1FoWR

  • http://twitter.com/casuist/status/13538632425 gilbert v. wilkes iv

    The Science of Inequality – Finding Your Influential Customers http://bit.ly/bYsxbG

  • http://twitter.com/marismith/status/13553082409 Mari Smith

    How To Find Your Mass Influencer Customers – http://bit.ly/aNEuFc [Exceptional post by @jaybaer!!]

  • http://twitter.com/ppcmom/status/13553156642 Ppc Mom

    RT @MariSmith: How To Find Your Mass Influencer Customers – http://bit.ly/aNEuFc [Exceptional post by @jaybaer!!]

  • http://twitter.com/sophiezo/status/13553329426 Sophie Zollmann

    RT @MariSmith: How To Find Your Mass Influencer Customers – http://bit.ly/aNEuFc [Exceptional post by @jaybaer!!]

  • http://twitter.com/socialmediva/status/13553359380 Cait Downey

    RT @marismith: How To Find Your Mass Influencer Customers – http://bit.ly/aNEuFc [Exceptional post by @jaybaer!!]

  • http://twitter.com/jantallent/status/13553376845 Jan Tallent

    RT @SophieZo: RT @MariSmith: How To Find Your Mass Influencer Customers – http://bit.ly/aNEuFc [Exceptional post by @jaybaer!!]

  • http://twitter.com/volusion/status/13553484565 volusion

    RT @marismith: How To Find Your Mass Influencer Customers – http://bit.ly/aNEuFc [Exceptional post by @jaybaer!!]

  • http://twitter.com/genm2/status/13553659845 GenerationM2.com

    Great article & good info. RT @MariSmith: How To Find Your Mass Influencer Customers – http://bit.ly/aNEuFc [Exceptional post by @jaybaer!!]

  • http://twitter.com/sunshinekeywest/status/13553660045 Chris Spencer

    Great article & good info. RT @MariSmith: How To Find Your Mass Influencer Customers – http://bit.ly/aNEuFc [Exceptional post by @jaybaer!!]

  • http://twitter.com/raj421/status/13555518730 Raj Kandati

    RT @MariSmith: How To Find Your Mass Influencer Customers – http://bit.ly/aNEuFc [Exceptional post by @jaybaer!!]

  • http://twitter.com/raj421/status/13555518730 Raj Kandati

    RT @MariSmith: How To Find Your Mass Influencer Customers – http://bit.ly/aNEuFc [Exceptional post by @jaybaer!!]

  • http://twitter.com/raj421/status/13555518730 Raj Kandati

    RT @MariSmith: How To Find Your Mass Influencer Customers – http://bit.ly/aNEuFc [Exceptional post by @jaybaer!!]

  • http://twitter.com/yycsocmed/status/13562431265 Calgary Social Media

    The Science of Inequality – Finding Your Influential Customers http://bit.ly/yycsocmed16

  • http://www.jeffmolander.com jeff_molander

    This is the beauty of social media pontification — you don't need outcomes nor address the questions of those who desire them. Viva la social nonsense! Lists of tips that aren't tips at all because they cannot be held to an outcome — not even a desired outcome in this case!

  • http://www.convinceandconvert.com jaybaer

    Brady and Jeff – Good question. I would look at increase in positive social mentions, increase in social conversations indicating purchase intent, actual purchases from defined influencers (if the database and transaction funnel permits that level of tracking), website behavior indicating purchase intent on the part of influencers.

    Certainly, precise outcome assessment would be circumstantial based on business type and data availability, but that's how I'd look to do it.

    Jeff, if you have a more specific idea, feel free to mention it. Otherwise, you're just wasting time. I took a widely circulated research report and made it actionable. For free. The fact that I didn't actually give you the EXACT success metric for YOUR company, doesn't invalidate it.

  • http://twitter.com/thenetimpact/status/13570889580 The Net Impact

    RT @marismith: How To Find Your Mass Influencer Customers – http://bit.ly/aNEuFc [Exceptional post by @jaybaer!!]

  • http://www.jeffmolander.com jeff_molander

    Hi, Jay…
    I'm not questioning your intent and appreciate anything that's actionable. Ok, you did it for free but why Martyr yourself over it? My comment stems from the lack of initial and on-going interest (not just limited to you) among gurus and those who are chiming in here (followers)… lack of interest in discussing business-focused outcomes. In particular, sales and leads (as opposed to chatter, sentiment, buzz, purchase intent, etc.). Specifically, lack of discussion around how to **design to achieve them** when using social media. I think this is a fundamental necessity.

    I suggest, “what good is it to go through all this work of finding influencers and prompting actions (via campaigns) if there's no discussion of the desired outcome?” (beyond triggering “positive brand chatter among them”)

    I suppose I have a concern that resides at the very core of your (and Forrester's et al) premise. That is, “social media is enabling companies to make influencer outreach a foundational marketing tactic.”

    I see this as a little far-flung. And in this regard I'm not criticizing you so much as I am the entire industry — Forrester too.

    I could just as easily say that the telephone, email, direct mail or frequent shopper/loyalty cards has already enabled companies to make influencer outreach a foundational marketing tactic. “Social media” gives us new opportunity for sure but I'd characterize it as more “additional” and less “revolutionary.” But I'm in the minority in my thinking… so for what it's worth I appreciate your consideration. Again, I do appreciate the spirit in which you operate here — making things actionable.

  • http://www.jeffmolander.com jeff_molander

    Mike…
    Check out this gent from HSN, Jim Novo. He specifically addresses incremental sales:

    “Opinion Leaders” or “Fans” are not as effective in spreading WOM that drives incremental Sales because these efforts are “preaching to the choir”, per #1 above. The networks that opinion leaders or fans have are likely to already know about the Product from pre-existing conversations, and spending money on creating a campaign to reach these people is ineffective because the social communication has already taken place.

    (more http://budurl.com/c58y)

  • http://www.convinceandconvert.com jaybaer

    I believe we agree far more than we disagree on this point, and as a
    former direct marketer, I share your concerns about chatter being
    overvalued. At the same time, word of mouth marketing IS important,
    and effective. I see social as finally giving as a way to track and
    measure WOM, giving it a seat at the lead and sales gen table. I do
    not see social as particularly revolutionary, except in a customer
    service context. I have written many posts along the “social is an
    ingredient, not an entree” corridor. I would love to run a guest post
    from you elaborating on social's role in trackable sales and leads.
    Will you write one?

  • http://www.jeffmolander.com jeff_molander

    Hi, Jay…
    I am gaining confidence that you're right about that (our deep appreciations being shared). And, yes, we both appreciate that there IS something at work here — there is value and “social” isn't flash-in-the-pan. Although it has the ability to generate little if any results — if you rush investing in (practicing) disconnected (from outcomes) tactics. I'm flattered and accept. I'll shoot you an email w/ specifics on the blog post.

  • http://www.jeffmolander.com jeff_molander

    Hi, Jay…
    I am gaining confidence that you're right about that (our deep appreciations being shared). And, yes, we both appreciate that there IS something at work here — there is value and “social” isn't flash-in-the-pan. Although it has the ability to generate little if any results — if you rush investing in (practicing) disconnected (from outcomes) tactics. I'm flattered and accept. I'll shoot you an email w/ specifics on the blog post.

  • http://twitter.com/ajhuisman/status/13721930977 AJ Huisman

    The Science of Inequality – Finding Your Influential Customers: http://tinyurl.com/2axngnm

  • http://twitter.com/ks_wordsmith/status/13731519539 Kim Smith

    The Science of Inequality – Finding Your Influential Customers http://ht.ly/1IMZL

  • http://www.BrownLtd.com/ Brown Ltd.

    Jeff:

    Maybe my specific situation is unique. Launching a campaign “right now,” 3 weeks before hurricane season in Florida, to repeat buyers, reminds them to tell their friends and acquaintances about the hurricane proof houses DiVosta builds. Of course lawyers won't let you say “hurricane proof” – but they are. This – after Spring – before Summer campaign – drives incremental sales during a slow selling period. Plus, when the first hurricane pops up, the first question everyone asks here, is “Do you know anyone with a DiVosta Home so we can stay there during the storm?” This strategy builds WOM like you wouldn't believe. I have the McDonalds drive thru folks asking me, when I wear a DiVosta polo shirt, “You are the guys that build those Built-Solid houses aren't you?” This strategy has customer awareness at 85% for a builder, unheard of in any real estate market. The surprising thing is, there is another builder that has the same building process – and they REFUSE to use the strategy, thinking talking about the reality of storms is bad karma… their sales don't even come close.

  • http://www.jeffmolander.com jeff_molander

    Fascinating, Mike. Especially the competitive aspect. So are you saying that your continual prompting (this time of year in particular) is creating demand via word-of-mouth… to the extent that it's driving measurable leads to DiVosta? If so how do you measure it? And why would a client tell their friends? What's the incentive? Safety? Anything else? Thanks again.

  • http://twitter.com/doctomdotcom/status/14009012867 JThomasRussell

    Would SWA have called Smith (after he was kicked off a plane for being too portly), if he did NOT have 1.6 MM on Twitter? http://ht.ly/1Lm4J

  • http://twitter.com/uxfeeder/status/15203402048 UX Feeder

    Delicious: Science of Inequality – Finding The Mass Influentials Among Your Customers | Social Media Mar… http://bit.ly/a0vVME [Research]

  • Alinamalik

    Great post Jay. I believe the key point is building relationships with social broadcasters. To gain from the social influencers , their needs need to be catered to and the system needs to be attuned to them. Jamie Beckland has discussed this in detail here: http://jamiebeckland.com/2010/05/peer-influence

  • http://www.air-jordan-3.com/ air jordan 3

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  • http://www.searchengineoptimisation.com Phil

    “building relationships with social broadcasters' is main key……Mass Influencers are not easy to find…great post

  • http://twitter.com/kriscolvin/status/17379712291 KrisColvin

    RT @jaybaer: The Science of Inequality – Finding Your Influential Customers http://om.ly/nBcO

  • http://twitter.com/kriscolvin/status/17379712291 KrisColvin

    RT @jaybaer: The Science of Inequality – Finding Your Influential Customers http://om.ly/nBcO

  • http://twitter.com/kriscolvin/status/17379712291 KrisColvin

    RT @jaybaer: The Science of Inequality – Finding Your Influential Customers http://om.ly/nBcO

  • http://twitter.com/kriscolvin/status/17379712291 KrisColvin

    RT @jaybaer: The Science of Inequality – Finding Your Influential Customers http://om.ly/nBcO

  • http://twitter.com/kriscolvin/status/17379712291 KrisColvin

    RT @jaybaer: The Science of Inequality – Finding Your Influential Customers http://om.ly/nBcO

  • http://twitter.com/kriscolvin/status/17379712291 KrisColvin

    RT @jaybaer: The Science of Inequality – Finding Your Influential Customers http://om.ly/nBcO

  • http://twitter.com/jmikesmith/status/17380325053 J. Mike Smith

    Via Jay's blog – good piece on mass influencers: RT @jaybaer: The Science of Inequality-Finding Your Influential Customers http://om.ly/nBcO

  • http://twitter.com/__fury/status/17380664314 fury

    Facebook : Science of Inequality – Finding The Mass Influentials Among Your Customers | Social Media Marketing | S… http://bit.ly/dc3wI4

  • http://twitter.com/impactlearning/status/17383031935 Impact Learning

    Really interesting. RT @jaybaer: The Science of Inequality – Finding Your Influential Customers http://om.ly/nBcO ^mp

  • http://twitter.com/kevinbrandall/status/17385355638 Kevin Randall

    @jaybaer: Finding Your Influential "Gossip" Customers To Make A Difference http://om.ly/nBcO @jbernoff @briansolis

  • http://twitter.com/ccaldera/status/17385981036 Cristina Caldera

    RT @jaybaer: The Science of Inequality – Finding Your Influential Customers http://om.ly/nBcO

  • http://twitter.com/ccaldera/status/17385981036 Cristina Caldera

    RT @jaybaer: The Science of Inequality – Finding Your Influential Customers http://om.ly/nBcO

  • http://twitter.com/ccaldera/status/17385981036 Cristina Caldera

    RT @jaybaer: The Science of Inequality – Finding Your Influential Customers http://om.ly/nBcO

  • http://twitter.com/kevinbrandall/status/17386115187 Kevin Randall

    @jaybaer: Finding Your Influential "Gossip" Customers To Drive Results: http://om.ly/nBcO @jbernoff @briansolis

  • http://twitter.com/sweta_s_patel/status/17397887323 Sweta Patel

    RT @jaybaer: The Science of Inequality – Finding Your Influential Customers http://om.ly/nBcO

  • http://twitter.com/junesmktg/status/17407400259 junes mktg

    RT @jaybaer: The Science of Inequality – Finding Your Influential Customers http://om.ly/nBcO

  • http://twitter.com/phototakeouter/status/17414995007 Marc Seyon

    Science of Inequality – Finding The Mass Influentials Among Your Customers http://bit.ly/dsCHaq RT @jaybaer #socialmedia #marketing

  • http://twitter.com/aepin26/status/17490046948 Ashley Pinder

    Really great information! RT @jaybaer: The Science of Inequality – Finding Your Influential Customers http://om.ly/nBcO

  • http://twitter.com/jaybaer/status/17687424343 Jay Baer

    The Science of Inequality – Finding Your Influential Customers http://om.ly/nSGB

  • http://twitter.com/socialmediafltr/status/17687471229 Social Media Filter

    RT @jaybaer The Science of Inequality – Finding Your Influential Customers http://om.ly/nSGB

  • http://twitter.com/socialmediafltr/status/17687471229 Social Media Filter

    RT @jaybaer The Science of Inequality – Finding Your Influential Customers http://om.ly/nSGB

  • http://twitter.com/marketingfltr/status/17687471594 Marketing Filter

    RT @jaybaer The Science of Inequality – Finding Your Influential Customers http://om.ly/nSGB

  • http://twitter.com/boon_yap/status/17721113123 Boon Yap

    RT @jaybaer: The Science of Inequality – Finding Your Influential Customers http://om.ly/nSGB

  • http://twitter.com/boon_yap/status/17721113123 Boon Yap

    RT @jaybaer: The Science of Inequality – Finding Your Influential Customers http://om.ly/nSGB

  • http://twitter.com/boon_yap/status/17721113123 Boon Yap

    RT @jaybaer: The Science of Inequality – Finding Your Influential Customers http://om.ly/nSGB

  • http://twitter.com/boon_yap/status/17721113123 Boon Yap

    RT @jaybaer: The Science of Inequality – Finding Your Influential Customers http://om.ly/nSGB

  • http://twitter.com/boon_yap/status/17721113123 Boon Yap

    RT @jaybaer: The Science of Inequality – Finding Your Influential Customers http://om.ly/nSGB

  • http://twitter.com/boon_yap/status/17721113123 Boon Yap

    RT @jaybaer: The Science of Inequality – Finding Your Influential Customers http://om.ly/nSGB

  • http://twitter.com/mmbideas/status/17721898710 MMB

    The Science of Inequality – Finding Your Influential Customers – http://bit.ly/9ewPQP

  • http://twitter.com/franknaessens/status/17941370708 Frank Naessens

    RT @jaybaer: The Science of Inequality – Finding Your Influential Customers http://om.ly/nSGB

  • http://www.expion.com EricaMcClenny

    This article just made me laugh. Thanks, I needed it today.

    Most of the enterprise clients I work with don't see Twitter as a crucial tool to reach their customer base. Multi unit franchise groups really prefer Facebook since its the place that their guests can see events, photo albums and have conversations. We polled the employees and less than 2% of them had a Twitter account. It just wasn't a way they communicated.

    That being said, I'm interested to see how my clients view Twitter with the new fast follow option. It might become a giant text couponing system for some businesses who don't need anything else from it in regards to pushing people to other web resources.

    @ericamcclenny
    Expion

  • http://www.expion.com EricaMcClenny

    This article just made me laugh. Thanks, I needed it today.

    Most of the enterprise clients I work with don't see Twitter as a crucial tool to reach their customer base. Multi unit franchise groups really prefer Facebook since its the place that their guests can see events, photo albums and have conversations. We polled the employees and less than 2% of them had a Twitter account. It just wasn't a way they communicated.

    That being said, I'm interested to see how my clients view Twitter with the new fast follow option. It might become a giant text couponing system for some businesses who don't need anything else from it in regards to pushing people to other web resources.

    @ericamcclenny
    Expion

  • http://twitter.com/jayoatway/status/21971651718 Jay Oatway

    RT @jaybaer: The Science of Inequality – Finding Your Influential Customers – http://om.ly/rryc

  • http://twitter.com/iluvmarthasvy/status/21971715378 Jessica Smith

    RT @JayOatway: RT @jaybaer: The Science of Inequality – Finding Your Influential Customers – http://om.ly/rryc

  • http://twitter.com/ashwothit/status/21972543880 AshwothSolutions

    RT @jaybaer: The Science of Inequality – Finding Your Influential Customers http://om.ly/rryc

  • http://twitter.com/adamcooke12/status/21975524064 Adam Cooke

    RT @jaybaer: The Science of Inequality – Finding Your Influential Customers http://om.ly/rryc

  • http://twitter.com/adamcooke12/status/21975524064 Adam Cooke

    RT @jaybaer: The Science of Inequality – Finding Your Influential Customers http://om.ly/rryc

  • http://twitter.com/barryjhammond/status/21978848109 Barry Hammond

    RT @jaybaer: The Science of Inequality – Finding Your Influential Customers http://om.ly/rryc

  • http://twitter.com/ubervu/status/21987301260 ubervu

    RT @bsak The Science of Inequality – Finding Your Influential Customers http://bit.ly/bWt1Bu by @jaybaer #socialmedia #smm #scrm

  • http://twitter.com/spencernewman1/status/21990140075 Spencer Newman

    RT @jaybaer: The Science of Inequality – Finding Your Influential Customers http://om.ly/rryc

  • http://twitter.com/debweinstein/status/21991277879 Deborah Weinstein

    MUST Read! The Science of Inequality – How To Find Your Influential Social Customer » http://om.ly/rryc by @jaybaer #B2B #B2C #CMO

  • http://twitter.com/marketingveep/status/21992048078 Kelli Schmith

    RT @DebWeinstein: MUST Read! The Science of Inequality – How To Find Your Influential Social Customer » http://om.ly/rryc by @jaybaer #B2B #B2C #CMO

  • http://twitter.com/johndrobbins/status/22011783907 John Robbins

    RT @DebWeinstein: MUST Read! The Science of Inequality – How To Find Your Influential Social Customer » http://om.ly/rryc by @jaybaer #B2C

  • http://twitter.com/dancollinstwit/status/22025585645 Dan Collins

    Finding Your Influential Customers http://bit.ly/9ewPQP

  • http://twitter.com/statussocial/status/22025802478 Status Social Media

    RT @DanCollinstwit: Finding Your Influential Customers http://bit.ly/9ewPQP

  • http://twitter.com/thecareereffect/status/22027272042 Catrina Boettner

    RT @StatusSocial: RT @DanCollinstwit: Finding Your Influential Customers http://bit.ly/9ewPQP

  • http://twitter.com/socialmedia247/status/22027448958 socialmedia247

    Finding Your Influential Customers http://bit.ly/9ewPQP: Finding Your Influential Customers http://bithttp://bit.ly/cpSTAf #socialmedia

  • letstalkandchat

    If you’re looking for webinar software, then check out Evergreen Business System. Its perfect for marketers and let’s you automate the scheduling of your webinars, build your list, and even follow up with your webinar registrants. If you’re going to buy Evergreen Business System, then you might as well get a free bonus! So check out http://www.mikelmurphy.com/evergreen-business-system-bonus-webinar-software/ and you’ll get a great bonus that tells you how to create a webinar, what is a webinar, and a blueprint for making a successful one. None of the other people offering bonuses are offering this. Hurry in case the guy (some dude that worked on Lord of the RIngs) offering the bonus decides to pull it down.

  • http://rocketwp.com/ NJ WordPress Specialists

    Perfect timing, we are in the process of expanding our client base. Highly recommended article