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For B2C Marketing Professionals

Tapping The Entire Online Peer Influence Pyramid

Marketers Must Leverage The Three Tiers Of Online Peer Influence

February 26, 2010


  • By Augie Ray
  • with Josh Bernoff,
  • Christine Spivey Overby,
  • Sean Corcoran,
  • Emily Bowen,
  • Angie Polanco

Why Read This Report

There are three types of influencers in the Peer Influence Pyramid, and all three have value (and pose risks) for your brand and marketing efforts. Elite Social Broadcasters have wide reach and offer an avenue for elevating awareness of your programs and products. Millions of Mass Influencers dominate the online discussions about products. The final group is Potential Influencers whose trust within their small networks offers the potential to sustain viral marketing.

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Table of Contents

  • The Peer Influence Pyramid
  • Social Broadcasters: Powerful, Independent, and Hazardous
  • Mass Influencers: the "Loudmouths" of Social Media
  • Potential Influencers: Latent Word Of Mouth Awaiting A Spark

  • The New Overlap Between Marketing And PR Creates Conflicts
  • Related Research Documents