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June 14, 2007


James Clifton

Its a great point, and we battled for ages what to call this group. The definition for Uploaders are people who regularly contribute content (e.g. video, blogs, photos, reviews) to the Internet. So they are the core group fuelling social media.

But if 'Uploaders' defines their activity, 'Digital Influencers' defines their value to marketers. Our research showed that uploaders more connected and influential than people who do not upload content. So it's their influence not their size (8%) which makes them of interest.

David Armano

Nice POV. Though I feel that the uploader label sounds clinical and isn't the most accurate (not all uploaders actually upload)—and links which don't require media are the currency. Infuencers as a label seems broader. What exactly is the difference in your mind between an uploader and influencer? Is one a subset of the other?

You might be interested in this visual—it's kind of related:

Mike Butcher

This is thin stuff. "There is increasing buzz around buzz." Oh, come on. You guys need to realise that online identity in the form of a MySpace or Facebook profile is as much content as anything someone might 'upload'. Furthermore, microblogging a la Twitter is the tip of the ice-burg. When 'uploaders' include those who are happy to blog in just 140 characters (many more than the blessed 8% I daresay), that's when you will see what social media is really capable of.

Mirek mirpo Polyniak

IMHO it is just another way of 'soft selling'
Marketing needs to use the latest and most effective ways of communication.
I believe that marketing = communication

Ozoda Muminova

Ben - you are right too. Uploaders just like other "consumers" (or better, people) should be treated with respect. And I suspect both of us do belong to this group of "narcissistic"/fame seeking people (Rish -to your point, I am in marketing)- so there was no any loathing in my post. And one should be pretty thick not to realise he/she is being used for commercial gain, no matter how subtle it is...


Interesting findings. Two questions spring to mind:

1) What are the occupations of this 8%? How many of them are in what we might call 'media' or 'marketing' or 'web/internet' jobs?

2) 'Engaging' them - doesn't this mean the resurrection of the Avon lady and the Tupperware (or indeed Ann Summers) parties?


I have no doubt that Ozoda is right... BUT. As soon as the Uploaders realise you think they are ego-driven and that you are using their advocacy for commercial gain, the wholde thing disintegrates. Yes, these people have influence. However, they must be treated with respect.

Ozoda Muminova

Good insights, thank you! In addition, in order to be able to connect to "uploaders", we need to recognise (or test the hypothesis), that most of them are narcissistic creatures searching online for fame. Therefore, any brand activity should appeal to this trait, vigorously massaging their egos and making them look good or famous in return for brand advocacy. Why do you think Mac users are such ardent advocates? Because they think that owning a Mac puts them somewhat above the rest, making life very easy for marketers...

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