Of Salesmen, Connectors & Seekers
‘Salesmen’, ‘Connectors’ and ‘Seekers’ are three key social network influencers on the purchasing activities of three quarters of the population, according to a global social networking survey, Consumer Marketing Using Social Network Analysis, Worldwide 2010, conducted by Gartner.
Salesmen have extensive social connections and a propensity to persuade people to do things, buy certain products and act in certain ways. It’s a personality trait which impels Salesmen to get people around them to act on information in highly directed ways.
Connectors boast contacts in different social groups and enjoy introducing people to each other. Heavy Connectors have varied but tight circles of friends and family with whom they maintain very regular contact. Light Connectors span a much wider range of different groups, but inevitably with ties that are much weaker and less frequent.
Seekers connect with other people in order to find out the information, skills and obligations they need to conduct their daily lives. When Seekers go shopping, they tend to seek advice from experts who tell them which are the best gadgets to buy, where to get them and at what prices.
But brands look out for Mavens. They are knowledge exchangers, or information brokers. They aren’t out to persuade people, but use and acquire information for their own interests. Firms that reach out to Mavens could come unstuck because Mavens are just as happy spreading negative commentary about a product or company as a positive message.
“Companies attempting to use social networks should develop relationships with key customers over a period of time and progressively refine the social network profiles of those individuals,” says Nick Ingelbrecht, research director at Gartner. “In this way, the most suitable individuals can be targeted with the right information, products and promotions in the most cost-effective way. Retailers who run small shops have instinctively done this with their best customers for years with the intention that these VIP customers will not only buy the new products but recommend them to their friends.”
