Why Research Opinion Leaders?
- Demographics - There is no mass audience today. To reach segmented publics, you must target and influence via third party opinion leaders.
- Over-Communication - Because we are bombarded with messages from all sides, traditional one-way communications frequently get lost in the clutter. To “break-through” we must build personal relationships that are two-way (send messages and get feedback).
- Bottom-Line Results - Developing personal relationships with constituents is the best way to build the trust and influence which can directly affect your company’s bottom line.
Types of Opinion Leaders
- Role Models - People already engaging in the desired behavior
- Opinion Leaders - People who have no vested interest in your project's outcome, but whose expertise is relied on
- Power Leaders - People who are rarely opinion leaders, yet hold positions of authority in the community, i.e. elected officials
- Cheerleaders - People in the community who are not seen as experts but whose enthusiasm can be influential
- Celebrities - People who can, just by their position, attract attention
- Bandits - People who are not seen as experts but whose constant negative attitude can be detrimental
Characteristics of Opinion Leaders
- Are interested in your topic
- Have a following of people whom they can influence
- Are positivists - beware of negativists
- Are activists - doing something
- Are involved - they may not be the people you expect
- Have credibility - a combination of trust and expertise
Tiers of Opinion Leaders
- Decision Makers
- Direct Influence
- Indirect Influence
Those who are not Opinion Leaders
- Media Mongers - Those who are in the spot light or in the media all the time. Visibility is not what makes you an Opinion Leader.
- Gossips - Those who pass on a lot of information but may not be trusted or credible.