How to use influencers to drive a word-of-mouth strategy

This article offers best practice advice on engaging influencers - defined as consumers who are much more likely than the average to seek out and share information - for campaigns based around word-of-mouth strategies.

How to use influencers to drive a word-of-mouth strategy

Ed Keller and Brad Fay

Jump to: Definition | Where to start | Essentials | Checklist | Case studies | Conclusions | Further reading

Definition

We define influencers, as everyday consumers who are substantially more likely than the average to seek out information and to share ideas, information, and recommendations with other people. They do this both through volunteering their opinions about products and services that they feel passionate about, and by being turned to for their knowledge, advice, and insights. We call these influencers Conversation Catalysts.

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