True Influencials

There was an article written in Fast Company (Is the Tipping Point Toast? -- Duncan Watts -- Trendsetting Fast Company) earlier this year that relates to an 'almost-insight' that I've wanted to talk about more for years.

Like Duncan Watts, I've had a problem with the concept of 'influencials", both as they are portrayed by Malcolm Gladwell and Ed Keller, former CEO of RoperASW and co-author of the The Influencials. I have been extremely skeptical that there are a group of people in society that can start trends by virtue of their personality or gregarious nature.

Watts contends that "a trend's success depends not on the person who starts it, but on how susceptible the society is overall to the trend--not how persuasive the early adopter is, but whether everyone else is easily persuaded. " He has done an amazing job of applying math and experimental approaches to prove that these authors wrong. But I believe as both sides argue back and forth, they miss a somewhat obvious 'almost-insight'.

I believe that the most influential people in our society and most important to marketers are those that have specific job skills in the area of influence. GM has understood this for years as they advertised "Professional Grade" trucks. Nike and every other sports marketer has understood this when they use endorsements - simply on a local level through giving product away to high performing athletes. Tool or equipment manufacturers have understood this in designing and marketing products to home users. I have personally seen how primary care physicians watch what specialists do and copy their behavior and no longer referring all of their patients.

I have subscribed to emails from the Word of Mouth Association, WOMMA and like to look at the tactics that marketers use to try to create viral campaigns. I particularly admire Improv Everywhere in their ability to create viral messages. But if marketers really want people to buy things - there may be greater opportunities to leverage people who use their products or professional versions of these products in their work. Who would deny the true influence their favorite local chef might have in recommending ingredients or cookware? How about what sports equipment the trainer at the gym might recommend, auto parts recommended by the local mechanic - or even cleaning products by the cleaning lady?
This does not necessarily dismiss all of the influence that may be occurring over the web. But perhaps this is a good lead-in to future topic I would like to touch on - which is the influence of consumer reviews on the web....