Jackie Huba, blogger at the popular Church of the Customer blog kicked off MIMA Summit 2009 with a moving presentation on the idea of 1%’ers – those influential people creating content on the web (similar to Jakob Nielson’s participation inequality).
Through the democratization of publishing content, the vocal minority, those 1%’ers (“sneezers” as Seth Godin calls them or “connectors” as Malcolm Gladwell refers to them as) are integral for your brand.
Why are they important?
New forms of most trusted advertising:
- Recommendations from friends
- Other people’s opinions online
- Company websites
- Editorial content (news articles)
- Brand sponsorships
“1%’ers” fall into both numbers one and two.
What we are seeing is anonymous opinions are influencing the way people buy. Word of mouth from both people we know and don’t know is impacting opinions and purchasing decisions.