Cnet Networks Business Influencer Research

2007 Influencer StudyA New Model for InfluentialsMarch 2007

Influence Is a Hot Topic

It matters. It is not well understood.

1.What is influence?

2.How does it work?

3.What role do our sites play?

Approach

• Internet survey: January ’07

• CNET Networks Business sites:

• Control Group: Use portals for Tech content

What Is Influence?

What Is a Personal Network for CNET Networks Business member?

People you communicate with regularly

Neighbors

Adult family

Co-workers

Church/Civic groups

Close friends

Casual friends

9

7

13

4

19

9

Different People, Different Networks

11-99 ConnectionsAverage ~ 42

Moderately Connected

Less Connected

10 or Fewer ConnectionsAverage ~ 6

Highly Connected100+ Connections

Average ~ 162

Casual friends Neighbors Adult family Co-workers Church/CivicClose friends

[puoiu

Is this cnb data? if so, can we get one for portals? we'll also need one separate for BNET

Impact of Technology

Share of Monthly Interactions by Influence Level

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Email Instant message Text message Phone See in person

% I

nte

racti

on

s

Less connected Moderately connected Highly connected

Don Marzetta

Is this significant or a "duh"?

Most People Live in the Middle

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Less Connected Moderately Connected Highly Connected100+ Connections11-99 Connections10 or Fewer Connections

Don Marzetta

these are our users?

The Real Shape of Influence

Highly Connecte

d

ModeratelyConnected

LessConnected

Don Marzetta

does this reflect the push pull vs. push? or does this say start in the middle. confusing. or does the next part somehow pay it off?

How Does Influence Work?

What Motivates Influence?

Knowledge

Confidence

Influence

Self-Worth

Don Marzetta

I'll add in a Passion overlay. Because passion fuels the motivation to influence and ties to our brands

Flow of Information among CNB members

Less Connected

ModeratelyConnected

HighlyConnected

56% 70% 74%“Love to tell people about

something new I’ve learned”

56% 70% 80%“People ask my opinion and often follow my advice”

Don Marzetta

What are these numbers? From multiple answers. Is this the bell curve repurposed in aggregate?IMAGE: I'll Change this to have a Megaphone on one side and an ear trumpet o the other.

What Are They Talking About? Lots of Things.

Less Connecte

d

Moderately

Connected

Highly Connected

Average # Topics of Interest

10 11 11

Don Marzetta

Is this for us? how do portals compare? Doesn't say much as they are interested in the same number of products, right?

Emergence of the Sleuth

• Not an expert, but savvy at finding credible info

• Enabled by the web

• Often forwards links

In Their Own Words…

Pete, CEO on 3rd Tech Start UpUses CNET and Tech Republic

“I would say influencing in a given week 20 to 30. Maybe more. Maybe 50.

I think coming to me is maybe a little misleading because like I said I tend to put myself in the middle of these situations. I guess I get satisfaction out of it.

Like I’m going through all of these different Web sites to get something for me but I tend to retain a lot of information and I just kind of sock it away.

So when people present problems whether they directly ask or I just observe I want to put that puzzle together. I want to put that piece where it fits. I want to justify all of that time spent on the Web site.”

What Role Do CNET Networks

Business Sites Play?

Don Marzetta

this is a sequey to content/sites?

Unique & Trusted Info Fuels Influence

Influence

Unique

Trusted

Confidence

Unique

“Gives me information that most of my friends don’t have.”

0%

10%

20%

30%

40%

50%

Strongly Agree Mostly Agree Neither AgreeNor Disagree

Mostly Disagree StronglyDisagree

CNB Sites Web Portals

Don Marzetta

we can stack these up on one to two slides.

0%

10%

20%

30%

40%

50%




Trusted

“I trust the information I find there more than on a lot of web sites .”

Don Marzetta

crossover change pls

0%

10%

20%

30%

40%

50%

60%




Builds Confidence

“Builds my confidence in my knowledge of things I am interested in.”

0%

10%

20%

30%

40%

50%




Feeds Influence

“I often find things I can't wait to share with other people. ”

• A majority are interested in:

Video Gaming

Tech/CE

Music

Wellness/Healthy Living

Travel

Money & Investing Restaurants

Exercise/Fitness

Cooking

Cars and auto trends

Outdoor Sports

CNET Networks Business• Average personal network = 60 people• Asked advice on an average of 10 topics

Don Marzetta

Need to layer on top of this the portals. Neeed to have people and things here not just things. One for CNB one for Portals

What We Learned

What is influence practically speaking?

• Personal networks

• Multiple categories of interest

What motivates someone to influence another?

• Fuels emotional self-worth

• “Thrill of the hunt”

What is CNET Networks role?

• Offer unique information

• Be a trusted source

Copyright © 2006 CNET Networks, All Rights Reserved.

Questions