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If you want to reach out to a key influencer, it is not that difficult to spot who they are and at what level they are playing at. There are many different types of key influencers both Tier I and Tier II in each category. There is something else you need to know. With that said, push pause for a moment on opening a new browser tab and going to page two or three in search results for Tier II Influencers. Instead of ghost writers, staff writers, and gatekeepers, you can usually get in touch with the actual key influencer. The great thing about reaching these people is it does not take a lot of effort. In fact, you are reading such an article right now. Nothing new, as this has happened since the dawn of the web. Top influencers spot trends that appear to be gaining traction in a specific industry, and then write a collective piece on it. In fact, most top influencers get their content from a collection of “Tier II Influencers” – writers, bloggers, and industry groups. These people may not have the most popular blog or the largest following on social media, but they still have the ability to sway the masses. So, what are we to do? For starters, instead of going to the end-source, or the most popular influencer, go to the multitude of sub-influencers. However, these people are usually running a business, and with that comes a great deal of bias. Everyone and their mother is looking to these people for a mention, a review, a little “push” to the millions of people that follow them. You see, you are not the first to know about this influencer marketing stuff. No, you must think about it a bit differently. Believe it or not, these are not the people you want to reach. Identifying the key players that could potentially influence the masses in a specific demographic sounds simple, right? Just Google some terms, find some top-ranked blogs, find the author of those blogs and voila. This way, each of those people influence someone else. The key is to reach people that not only are interested in what your business provides, but also wants to share your story with others. While it is mathematically proven that you can reach one person through six or fewer people, there remains a few questions that you will want to consider.įirst, does this person matter? If you are selling tablet computers, would it matter if you could reach Chief Raoni of the Kayapo people? Probably not. The theory for doing so is sound. Reaching key people within a specific demographic can be the key to reaching the entire demographic. For key influential persons, this sphere of influence can span across continents, uniting millions of people over a common interest.īusinesses spend huge sums of money every year trying to “recruit” key influential persons into “Brand Advocates”. But in many cases our sphere of influence never gets past our immediate family and friends. We like to think that each of us is influential - that our decisions hold value and are respected by those around us. We call this individual a Key Influential Person (KIP).
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Now, in the age where anyone can be a content producer, rather than identify magazines or TV channels with the greatest influence over a particular audience, agencies and businesses look to individuals with significant followings.
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20 years ago, an agency would have spent tens-of-thousands of dollars to run an ad in an influential magazine or paid millions of dollars to have a commercial in the superbowl. Although this is a common understanding, it is still quite amazing to think the world is really that small and that connected.Ī question that may puzzle the aspiring digital marketer’s mind then becomes “If we are all connected that easily, then why is it so hard to reach my intended audience?”Īdvertising agencies go to great lengths to reach an audience. In other words, you pretty much know everyone from the President of The United States to Chief Raoni of the Kayapo people (an Amazon tribe). You’ve probably heard of the theory that everyone (and everything) in the world is six or fewer steps or people away from one another.