We've all heard of "influentials" or that 10% of individuals in
the United States who -- through their insatiable appetite for
politics, policy and government -- influence the other 90% of us on
all sorts of important decisions (See PR News, March 16,
2005; July 26, 2004). Now, add another moniker to people who can
have a tremendous impact on your brand, product and/or service
vis-a-vis the public: tech-fluentials.
A study released late last month by PR giant
Burson-Marsteller identified "tech-fluentials" as being
powerful influencers who use high-end technologies to accelerate
word-of-mouth marketing (which seems to be increasing exponentially
as traditional media messaging goes the way of the Edsel). Using
proprietary research, Burson screened Wired panel members
and identified 400 tech-fluentials among them.
Almost all tech-fluentials indicate that quality (98%) and
function (97%) -- regardless of price (74%) -- are the primary
factors that influence their technology purchasing. However, the
howitzer approach is a non-starter if you want to target
tech-fluentials; rather, it involves one-to-one relationship
management, according to Idil Cakim, director/knowledge development
at Burson. Companies can survey their stakeholders to identify
their own set of tech-fluentials and, in turn, invite them to join
affinity groups or to host online discussion groups to get their
takes on new products, media plans and/or social-responsibility
programs. Below are some bullet points on how tech-fluentials,
well, spread their influence. (For more information, go to http://www.efluentials.com.)
The tech-fluential buzz about companies offline and
online:
- 81% talk about their experiences with a company over the phone
or in person. - 51% give feedback to companies through company Web sites and
33% have their own blogs. Their blogging activity is significantly
above technology norms. According to the Pew Internet and
American Life Project (2004), 7% of U.S. online adults have
created a blog. - 46% post messages on discussion boards and 41% use instant
messaging when relaying information about companies.
Source: Burson-Marsteller