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Social media research: Finding influencers can increase campaign effectiveness by 50%, study says

December 10, 2009

Research conducted by Lithium Technologies found that influencers can help companies double the effectiveness of their word-of-mouth marketing campaigns. The research also found that well-executed word of mouth campaigns can improve brand awareness and product adoption by up to 107 percent.

By indentifying influencers, who represent fewer than 5% of the potential audience, brands can achieve greater than 80% of the potential value in a WOM campaign, according to the report.

“Identifying your most ardent customers creates tremendous opportunity for companies,” said Lyle Fong, CEO of Lithium Technologies. “We are seeing that the ability to identify, engage, and create lasting relationships with passionate, influential customers is a core competitive advantage for companies today.”

Download the research.

Tagged as: big business social media, corporate social media, influencers, Lithium Technologies, Lyle Fong, social media case study, word of mouth

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About SMBC

The Social Media Business Council, formerly the Blog Council, is a brands-only community focused on helping large organizations build successful social media programs.

SMBC members gain instant access and advice from the heads of social media at the world's biggest brands, including Dell, Walmart, Coca-Cola, Wells Fargo, GE, and Procter & Gamble. Members collaborate and share best practices in a friendly, productive, and private environment.

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