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Conversion review 'can find action consumers'
10/02/2010
So-called 'action consumers' who carry influence across their full peer group may be identified through conversion review, allowing them to be focused on during promotional activity.
Conducting conversion review across different groups of social media users could be the key to finding the individuals who link them.
Speaking to Advertising Age, Christina Smedley, global head of the consumer practice at public relations firm Edelman, explains that social media sites are now used by two main groups of people.
The first includes individuals whose friends list contains only their core friendship group, with up to 120 people who they trust and are likely to respond to recommendations from.
However, the second group can have closer to 400 friends - three times the average number of friends that a Facebook user has - with recommendations coming every few seconds and the positive perception of brands becoming diluted as a result.
By conducting conversion review across the two groups, marketers may be able to identify the human links that connect them and then target those most influential individuals with future marketing activities.
"If marketers can find those action consumers, they can build campaigns that work through their parameters and get some very good results," Ms Smedley advises.
Speaking to Advertising Age, Christina Smedley, global head of the consumer practice at public relations firm Edelman, explains that social media sites are now used by two main groups of people.
The first includes individuals whose friends list contains only their core friendship group, with up to 120 people who they trust and are likely to respond to recommendations from.
However, the second group can have closer to 400 friends - three times the average number of friends that a Facebook user has - with recommendations coming every few seconds and the positive perception of brands becoming diluted as a result.
By conducting conversion review across the two groups, marketers may be able to identify the human links that connect them and then target those most influential individuals with future marketing activities.
"If marketers can find those action consumers, they can build campaigns that work through their parameters and get some very good results," Ms Smedley advises.