Interesting research about how the consumers with the most money and influence online are setting their agendas according to the specialty sites that focus on a single topic.

1. Beyond influence:
Where to find and engage the new
power consumers online.
 How “Pollinators” change the
marketing equation
 Why they bee-
line to Niche Sites
 Why marketers need
to approach reach
inside out

2. What the Buzz is about…
65%... Percentage Influencers in the online
population today — 4 times what’s believed to be
the case
20%... Are a special breed of uber-
Influencers called Pollinators
$3,450… Amount
Pollinators spend on passion categories — seven
times the median spend for non-Influencers
83%... Percentage of Pollinators who use Niche
Sites, compared to 40% of General Population
92%... Probability of finding Influencers on Martini
Media — 1 in 3 are Pollinators
Beyond Influence | June 2011

3. Table of Contents
The trouble with influence is it hasn’t been influential enough ..................................................... 1
The new class of influencer is easier to find, engage and scale...................................................... 1
Niche sites are passion destinations............................................................................................... 2
The sphere of influence just got bigger…and stronger ................................................................... 3
The magic in Pollinators is their magnifier effect ........................................................................... 4
The new influence model calls for marketing from the inside out ................................................. 5
Pollinators reset the bar on brand influence .................................................................................. 6
Living well means making a personal statement ............................................................................ 7
The people who spend the most time on their passions are first in line for big-ticket items ........8
Brand experiences are a social affair .............................................................................................. 9
Pollinator connections are part of the magnifier effect ............................................................... 10
Niche sites generate nectar .......................................................................................................... 11
Niche Site Engagement = Ad Receptiveness ................................................................................. 12
Methodology ................................................................................................................................ 13
About Martini Media and Added Value Group ............................................................................. 13
Beyond Influence | June 2011 | Piii

4. The trouble with influence is it hasn’t been influential
enough.
It’s no secret that audiences are not created equal. Every marketer wants to connect with people who have
disproportionate spending ability and influence. But influencers have been hard to find and expensive to
cultivate, leaving many marketers to abandon selectivity in favor of reach-first mass strategies.
More than ever, marketers need a reliable, scalable connection to the people who generate the most brand
power. They need that connection grounded in online destinations that attract agenda-setters in meaningful
numbers.
The new class of influencer is easier to find, engage
and scale.
This paper is devoted to (a) the new class of influencers as digital puts influence at more fingertips than
ever: 45% of the population we term Influentials, and 20% of uber-influencers we term Pollinators; and (b)
the Niche Sites that form their primary feeding and spreading ground. It’s through these niche sites that
marketers can most effectively source mass impact in a digital world. This new audience dynamic has profound
implications for how marketers can effectively approach digital media.
All findings are based on a research study commissioned by Martini Media and conducted by Added Value in
May 2011.
Beyond Influence | June 2011 | P1

5. Niche sites are passion destinations.
Fig. 1: Examples of some Niche Sites.
Niche sites focus on a single area or topic (e.g., tennis, sports cars, wine). They draw aficionados because they
cover the subject exclusively, continuously and in depth. This stands in stark contrast to general sites that cover
more topics at a more superficial level. For example, ESPN.com, is a general site while Tennis.com is a niche
site.
People go to niche sites for depth, insight, frequency of updates and a forum that facilitates like-minded, social
bonding. A Ferrari owner, for instance, is likely to feel more engaged and validated on Ferrarilife.com than on
Caranddriver.com.
This study hypothesized that niche sites create more intense connections with influential people. The findings
bear this out.
Beyond Influence | June 2011 | P2

6. The sphere of influence just got bigger…and stronger.
The era of the blockbuster is so over. The niche is now
king, and the entertainment industry – from music to
movies to TV – will never be the same.
~ Chris Anderson, author The Long Tail.
Back in 1962, the Innovation-Adoption Curve pegged 16% of the U.S. population as innovators and early
adopters. Today, the total influence pool is more than 65%, thanks to the anywhere, anyone, anytime
proposition of Internet information.
The 1962 Model:
16% of consumers were Influential
The Chasm
Innovators Early adopters Early majority Late majority Laggards
2.5% 13.5% 34% 34% 16%
Fig. 2: Rogers Innovation Adoption Curve.
The Internet now acts as a nuclear reactor for brand perception. For marketers, that’s an opportunity and
a threat. Brand movements ignite from previously isolated consumer experiences and spread like wildfire
through email, text, and social networks. Whether the message supports or attacks the brand, it moves far and
fast.
The single biggest challenge for marketers, then, is establishing experience and relevance with the people who
spread it first and furthest.
Influence is More Widespread Today
Online Users
20% Pollinators (~34MM)
45% Influentials (~77MM)
35% General Population (~60MM)
Fig. 3: Proportion of Influencers and General Population.
Beyond Influence | June 2011 | P3

7. The magic in Pollinators is their magnifier effect.
We call this core group the Pollinators because they act like bees, picking up information and spreading it so
that it reproduces. The remaining 45% of influencers we call Influentials; they still generate immediate and
sustaining impact on the marketplace.
INFLUENCERS
POLLINATORS INFLUENTIALS
20% of online users 45% of online users
Frequently/sometimes do Frequently/sometimes do at least two
ALL actions below: but NOT ALL actions below:
n Talk about/share my opinions on [CATEGORY]
n Make recommendations to others before they make a purchase
n Am the first to try new products/services
n Share opinions on [CATEGORY] in online forums (Facebook updates or Likes/Twitter/
message boards/online reviews etc.)
n Blog about [CATEGORY]
CATEGORIES COVERED:
Fig. 4: Definition of Pollinators vs. Influentials.
Beyond Influence | June 2011 | P4

8. The new influence model calls for marketing from the
inside out.
The findings in this study signal a new opportunity for marketers: Generate mass impact by mobilizing the
influencer groups that set everyone else in motion.
 The Internet has not only put influence at more fingertips than ever; it has defined this new mass in
meaningful segments.
 As the new uber-influencers, Pollinators represent the core of the new marketing possibility. Brand-
conscious, passion-focused, and wired-in, they turn to reliable places online to source the sharing
and shopping that lead the market.
 Niche sites attract Pollinators and Influentials with intense focus and community not found
elsewhere. They represent the new power source in media.
 Because niche sites can be aggregated, it’s possible to achieve mass impact by attracting the most
powerful consumers first (rather than blanketing the market and then attempting to “target”).
INSIGHT IMPLICATIONS
Marketing Influencers, especially Pollinators, are more
 Don’t hunt down influencers; attract them. The

likely to seek out information on brands, pay more they’re empowered—approached in their
attention to ads, buy online and advocate for environment on their terms—the more these
brands. consumers embrace a brand offer.
Influentials and Pollinators are willing to buy
  them the full story. The more information
Give
premium brands, but they take steps to ensure they have, the more comfortable they get with
they’re getting their money’s worth. product selection.
Influentials and Pollinators are substantially
  them something to share. Make your
Give
more likely to use social tools to connect with advertising social by making it entertaining and
their large networks. informative in ways befitting the passion area.
Creative Specificity and point of view attract the agenda-
  in. The more at home your advertising is in
Fit
setters to niche sites. their favorite online environments, the more
influential consumers can get comfortable with
your brand.
Media Pollinators go first where their passions lead
  Pollinators at the center of the media buy.
Put
them…to niche sites. Prioritize them. They’re high-value consumers
with exponential brand building power.
Pollinators don’t spend much time or energy on
 Content networks of niche sites change the

mass-reach sites; the content is too general. media equation, by aggregating the high-
voltage connection (influencers in their sphere
or interest).
Fig 5: Key Takeaways.
Beyond Influence | June 2011 | P5

9. Pollinators reset the bar on brand influence.
Pollinators are passionate people with diverse interests. In the category Style & Design for instance, 74%
of Pollinators indicate interest while only 47% of Influentials and a modest 32% of General Population are
engaged. Even in extremely niche categories like Golf, Aviation, Yachting etc., Pollinators are more invested
than any other group.
Category Interest (Extremely/Somewhat Interested)
Pollinator Influential GP
100 80
80
60
60
40
40
20
20
0 0
Fig. 6: Passion across categories.
Beyond Influence | June 2011 | P6

10. Living well means making a personal statement.
Pollinators put a higher premium on living well, making a lot of money and appearing successful. The contrast
is most apparent in how much Pollinators say it’s important to “stand out” from the crowd. Their buying
follows.
Personal Values (Describes Me Very Much — Top 2 Box)
77 68 58
LIVE LIFE TO
FULLEST
55 LIKE TO 59
NEED TO
STAND OUT
23 FROM THE
MAKE A LOT 40
OF MONEY
CROWD
11 PAY 27
ATTENTION
TO
APPEARANCE
68 42 37
Pollinator Influential GP
Fig. 7: Personal values.
Beyond Influence | June 2011 | P7

11. The people who spend the most time on their
passions are first in line for big-ticket items.
Significantly more Pollinators intend to purchase in such categories as automotive, technology and luxury.
Whereas 20% of Pollinators own an iPad, only 9% of Influentials and 5% of non-Influentials do. Fully 60%
of Pollinators, and 35% of Influentials, spend more than $1,000 annually (on average) on tech products,
compared to 35% and 19% for the other two groups.
Pollinators Influentials GP
Near term auto intenders (next 6 months) 39% 8% 3%
Luxury Car Considerers 68% 58% 42%
iPad owners 21% 9% 5%
Annual Tech Spend >1k 60% 35% 19%
Fig. 8: Purchase Intention.
Brands make a personal statement for Pollinators; they are integral to these consumers’ self-definition. Not
surprisingly, then, they spend considerably more money on their passion categories (nearly seven times the
amount/year invested by non-influential consumers).
Pollinator Influential GP
Median annual spend in
“passion category” $3,450 $2,500 $500
Beyond Influence | June 2011 | P8

12. Brand experiences are a social affair.
The new influencers thrive on sharing experiences online, positive and negative. This extends to brands.
Influentials and Pollinators both share brand experiences, but Pollinators play a disproportionate role in brand
advocacy.
A good brand is 81% I go out of my way 64%
to recommend
worth talking 65% good products & 42%
about brands to my
31% 25%
friends & family
I make sure 66% 73%
I consider myself
people know if I
60% social and well- 49%
have a bad brand
47% connected
experience 24%
I often tell friends 78% 74%
A good ad is
about products 73% worth talking 52%
that interest me about
48% 27%
Fig. 9: Brand Advocacy Attitudes (Describes Me Very Much — Top 2 Box).
Their willingness to spend isn’t wanton, though. Three in four Pollinators talk about being more cautious about
purchases than five years ago (compared to 57% for influential and 59% for general population).
Beyond Influence | June 2011 | P9

13. Pollinator connections are part of the magnifier
effect.
Roughly 75% of Pollinators think of themselves as social and well connected; they have the networks to prove
it. They are more likely to access online networks on a daily basis. For example, 75% of Pollinators access
Facebook daily (vs. 44% of Influentials) and 17% access Twitter daily (vs. 5% of Influentials). Not surprisingly,
the general population is considerably less prolific on social media.
Personal Network
online Pollinator Influential GP
50
40
30
20
10
Business Network Personal Network
0
offline offline
Business Network
online
Fig. 10: Network Size: % Have More than 100 Contacts.
Beyond Influence | June 2011 | P10

14. Niche sites generate nectar.
The places where people assemble based on passion I
think, they’re where usually you see the most Influencers.
~Jon Cohen, Co-CEO Cornerstone -
Influencers: How Trends and Creativity Become Contagious
Pollinators are twice as likely (83%) to visit niche sites as any other group. Niche sites offer them more
informed opinion and product evaluations, all from an enthusiast’s point of view. They tweet, share, post,
purchase and recommend based on what they find there.
Niche Site User Niche Site Non-User
83% 17% 61% 39% 40% 60%
Pollinators Influentials General Population (GP)
Fig. 11: Pollinators are drawn to niche sites.
They also get a sense of belonging from niche sites. And they get the information required to present as
authorities themselves—something they pride themselves on.
Fig. 12: Wordle of actual vebatims on why niche sites appeal.
Beyond Influence | June 2011 | P11

15. Niche Site Engagement = Ad Receptiveness
Perhaps most importantly, Pollinators are more receptive to ads on niche sites. They say it’s because the ads
are more relevant to their interests. Influentials also respond more to advertising on niche sites, for the same
reason. 36% Pollinators say they see relevant advertising on niche sites compared to just 14% non-influencers.
Whether this is the result of branded content or simply content-correlated advertising, the fact remains: The
people with the most power online tune in to advertising when it’s on niche sites devoted to their passions.
33%
More 22%
positive 16%
More
10% 14%
negative 21%
NICHE SITES GENERAL SITES PORTALS
Shows advertising 36%
that is more
relevant to me
21%
14%
Fig. 13: Ad Evaluation.
Beyond Influence | June 2011 | P12

16. Methodology
Martini Media partnered with Added Value to conduct a custom, 20-minute, online survey among 18-65 year
olds. Fieldwork was conducted from April 29-May 4, 2011. The respondents had to be interested in at least one
of fifteen content categories. These ranged from popular genres with broad-based appeal (news, technology,
travel) to truly niche categories (skiing, equestrian, yachting, aviation).
A quota was implemented to ensure 50% of the sample had a household income of more than $100,000
per year. Sample of N=500 was sourced from Lightspeed Research Panel to understand the prevalence of
Influencers and Niche Site usage among the broader online population. 57% of the panel respondents were
Niche Site users. This paper is written based on the findings from panel data.
A separate augment of N=350 were surveyed from the Martini Media network of sites to confirm our findings
on Niche Site usage, motivations and benefits. A significant majority of visitors on this network are influencers
(92% compared to just 65% in the online world).
About Martini Media:
Martini Media is the leading digital media platform for reaching American consumers with household incomes
over $100,000 — 25% of the internet population, 70% of the spending power. Martini operates a publisher
network of 1000 of the most affluent, engaging sites on the web in lifestyle and business, providing revenue
support across web, video, mobile, email, social and data.
For our 270+ yearly luxury & premium advertising clients, Martini leverages proprietary ad-targeting
technology and audience data sets with a full-service marketing solutions team to maximize every interaction
between audience, advertiser and media. Martini Media was founded in 2008, funded by Venrock, Reed
Elsevier Ventures and Granite Ventures, along with a number of prominent angel investors.
For more information: Contact Adam Chandler|CRO|917.208.0145|adam@martini-corp.com.
About Added Value Group:
Added Value offers brand development and marketing insight services to blue-chip companies across all
industry sectors. Everything they do starts with insight and ends with action, in pursuit of healthy brand growth
for their clients.
With a footprint that now extends across 23 locations in 14 countries, drawing on the expertise within its
global network, Added Value Group fuses brand marketing, consumer insight, innovation, and communications
optimization to help solve clients’ marketing problems.
Added Value Group is part of Kantar Group, the information, insight and consultancy arm of WPP, a world
leader in communications services.
For more information: visit www.added-value.com.
Contact Nima Srinivasan|SVP|323.436.6619|nima.srinivasan@added-value.com.
Beyond Influence | June 2011 | P13