Friday, February 9, 2007

Are You a Social Persauder and Influencer?

According to the January 2007 SPI Report from StartSampling and McElroy Inc., Social Persuaders and Influencers (SPIs) are relatively easy to reach and influence. SPIs indicate that product reviews, brand and shopping websites, and in-store trial and interaction are likely to encourage them to spread positive word of mouth.

The report illustrates the four steps of the word of mouth process:
  1. Awareness - SPIs are 61 percent more likely to learn about products or services through product reviews and 65 percent more likely to visit manufacturer or brand websites.
  2. Research - SPIs are 76 percent more likely to request information from store employees and 65 percent more likely to read offline reviews.
  3. Personal experience - SPIs are relatively easy to reach and influence.
  4. Recommendation - SPIs are 88 percent more likely to share information at a meeting, 81 percent more likely to email information, 76 percent more likely to call with information,
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