Forrester has just released a new study which is dedicated to Peer Influence in Europe. This study introduces a new way to look at influencers and influential consumers by making the distingo between Mass Mavens and Mass Connectors, ie those who create content and reviews on blogs and forums and those who share it on social networks such as Twitter or Facebook.
People from Forrester found that both types of influence were highly concentrated. Just to give you a comparison, in the US, only 13.8% of online consumers create 80% of influence posts, and just 6.2% of online consumers create 80% of all influence impressions and in Western Europe, just 11.1% of online users create 80% of all influence posts – and only 4% of online users are responsible for 80% of all influence impressions.
What is funny in these figures is that this study try to highliht the fact that there is more mass Mavens than mass connectors. Does that mean that there are more people creating content rather than sharing it. That sounds a bit weird !!! Especially if you have a look a at the social technographics ladder by Forrester which says that most of the people on internet are consuming content and not creating content !!! Anyway, if it is difficult for me to trust these figures, it appears to me that this distingo between these two types of influential consumer is as interesting as right.
WOW, fascinating!
ReplyDeleteMore creators than sharers. I wonder how many of the "influence posts" represent 80% of the "influence impressions". With this gap between creators and sharers, I bet there must be a huge loss, with most posts ignored (and therefore not actually influential).
Also, this tells me most "mavens" must really have no clue, and spend time creating without any thought, skill, or network to spread their stuff...
Interesting to see the numbers confirmed but this fact was already pointed out by Malcolm Gladwell in 'The Tipping Point'. The 80/20 rule seems to come back in every aspect of interaction between humans :)
ReplyDelete--> @Tommoradpour : Maybe creators are also sharers ^^ I also think the big difference between mavens and sharers is passion. Mavens are creating because they want to share and spread their ideas and most of the times sharers are only joiners and conversationnalists !!!
ReplyDelete--> @Cedric : You're right. Malcom Gladwell has never been so true. Moreover, The 80/20 rule could be used in any topic you try to study ^^