Duncan Brown segments influencers into 10 categories ranging from early-stage “idea planters” to post-decision “validators.” Each has a different role in influencing decisions and each exerts influence differently. “Aggregators,” for example, can be impartial journalists who document a trend by gathering facts and points of view. On the other hand, “recommenders” and “persuaders” take actively partisan positions. One person can fill multiple roles and not all trends involve all kinds of influencers. The chart below from Brown’s website shows how influence is applied at different stages of the decision process.
This will all be covered in a forthcoming book called Influencer Marketing, which I’ll look forward to reading.
Hi Paul,
Thanks for the link, and your comments on the “Wave” chart. You quickly pick up on the variable orientation of influencers, from impartial to partisan. Of course, influencers can be partisan in either direction, positive or negative. That’s what many marketers forget.
Hope you like the book. I’ve just finished yours, which I thought was really thought-provoking and useful in a practical sense. I’m recommending it to folks wrestling with online influencers.
Best regards,
Duncan
that’s” thank goodness”!