Zócalo Group brings a holistic perspective and approach to understanding how information, content, ideas and recommendations are shared by word of mouth. And because no conversation occurs in a vacuum, every positive and negative recommendation of a brand creates a larger ripple effect - good or bad.

We've devised this influencer ecosystem to show how we reach and shape conversations at every end of the spectrum - from your brand biggest advocates to your brand's most devious detractors.

The Influencer Ecosystem consists of five primary groups:

• Brand Evangelists: Customers who are positively passionate about a product or company and proactively share their experiences.
• Industry Eminents: The leading influencers and thought leaders in a particular category or industry. Studies have shown that each category is shaped by the voices of approximately 300-500 eminents.
• Recognized Recommenders: The one person in 10, by category, who is a quantifiable influencer and impacts the perceptions and buying behaviors of friends, colleagues, family and others by word of mouth.
• Bees: Mass market "buzz creators" on the lookout for the "next great thing" - and enjoy being in the know - until the next "hot" thing comes along.
• Determined Detractors: Individuals and organizations that initiate and/or perpetuate a negative position by Word Of Mouth.
  • "Hear-Me's" - Individuals, often peer influencers, who have an issue and want to be heard by the company. Ignoring or minimizing their concerns often leads to increased aggressiveness. Acknowledging and addressing concerns often leads to advocacy.
  • "Reputation Terrorists" - Individuals who have a personal and/or vested interest in publicly criticizing a company or brand. Their goal? Create change by negatively impacting your reputation.
  • "Competitive Destroyers" - Individuals who create a negative situation or highlight potentially damaging information about a company. Their goal: to put you out of business.

To fuel Word of Mouth and drive sustainable positive recommendations, we must understand, identify and target each group. Focusing on only one group can create short-term buzz, but by focusing on the Influencer Ecosystem we can drive long-term success.