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

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

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

The Real Shape of Influence

Highly Connecte

d

ModeratelyConnected

LessConnected

How Does Influence Work?

What Motivates Influence?

Knowledge

Confidence

Influence

Self-Worth

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”

What Are They Talking About? Lots of Things.

Less Connecte

d

Moderately

Connected

Highly Connected

Average # Topics of Interest

10 11 11

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?

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

0%

10%

20%

30%

40%

50%

Strongly Agree Mostly Agree Neither AgreeNor Disagree

Mostly Disagree StronglyDisagree

CNB Sites Web Portals

Trusted

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

0%

10%

20%

30%

40%

50%

60%

Strongly Agree Mostly Agree Neither AgreeNor Disagree

Mostly Disagree StronglyDisagree

CNB Sites Web Portals

Builds Confidence

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

0%

10%

20%

30%

40%

50%

Strongly Agree Mostly Agree Neither AgreeNor Disagree

Mostly Disagree StronglyDisagree

CNB Sites Web Portals

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

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