Another form of microtargeting that allows for viral and grassroots micro-campaigning is Burson-Marsteller’s e-fluentials series. E-fluentials tracks a critical group of influencers defined as “e-fluencers,” individuals who are identified online as profound communicators, influencers and mavens on a variety of issues ranging from safety and health, to environment to where to shop and eat.
These “e-fluentials” represent ten percent of those active online but are responsible for 90 percent of the communications in the online world. And, perhaps more importantly, the way these “e-fluentials” behave in their virtual communities is consistent with their influence in their brick and mortar communities. Broadly defined, e-fluencers are receptive to transparent educational messaging from commercial enterprises and are happy to pass on information to their peers if the information is worthwhile and relevant. Since the initial e-fluential study in 2001, Burson-Marsteller has studied:
Targeted micro-campaigns are built by tapping into e-fluentials to effectively spread messages virally via Word of Mouth. We begin by identifying relevant e-fluentials to engage them as advocates for a client’s brand, product or issues-focused message. This enables us to develop Word of Mouth programs that are differentiated due to our sophisticated e-fluential algorithm and our integrated on-line/off-line tactics.
E-fluentials offerings include:
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Research & Consulting on targeting segments (e.g. Moms/Youth, etc.)
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Custom Research & Consulting on clients’ ‘fluentials
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Digital Checkups
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Blog Monitoring & Message Monitoring