7 Rings of Influence

Topics: E-mail, Social network service, Culture Pages: 66 (14624 words) Published: June 12, 2013

There may be 6 degrees of separation; but there are 7 rings of influence between them. Knowing how trends and therefore culture (attitude, customs, behavior of a group) is created, is essential to manifesting cultural influence en masse. In “Virus of The Mind, The New Science of Mimetics,” Richard Brodie introduces us to the meaning and repercussions of memes: “a unit of information in a mind whose existence influences events such that more copies of itself get created in other minds.” Likened to a gene, it is the smallest unit of culture—similar to a virus—that passes from individuals to groups; changing the way individuals think and behave toward a “tipping point” of influence. Cognitive Scientist Daniel Dennett actually says the meme is the idea that “forms itself into a distinct memorable unit... spread by vehicles that are distinct manifestations of the meme.

more likely to buy if they liked the person selling it to them. Caldini also cites not only physical attractiveness as being a catalyst of influence, but also “social proof” people will do things that they see other people do.

In 1967, "Six Degrees of Separation," a study by social psychologist Stanley Milgram distributed letters to 160 students in Nebraska, with instructions to send them to a stockbroker not known to them in Boston. The experiment found it took an average of six links to deliver each letter. Duncan Watts, a network-theory sociologist at Columbia University, repeated the Milgram study by using a web site to recruit 61,000 people to send messages to 18 targets worldwide. But wait, only 5% of the e-mail messages had passed through one of the cultural influencer hubs—this suggests that “Cultural

Mapping the 7 rings of cultural influence will help chart the course of a brands success in the near and long term. Regardless of your strategy, these 7 rings represent the actual people that will distribute and spread the meme of a brand and its products throughout a culture by advocacy and trial.

Creators & Ambassadors” drive opinion in closed cultural groups; while viral, web, and email marketing can be effective in open circles, i.e. circles that don’t need personal influencer relationships for transmission.

In "The One Number You Need to Grow," Fred Reichheld tells us to simplify our In “The Tipping Point: How Little Things Can Make a Big Difference,” Malcom Gladwell has defined the first 3 rings of cultural influence as being populated by Connectors, Mavens and Salesmen. objectives within all 7 circles of cultural influence, both open and closed—create more "Promoters" and fewer "Detractors." This reduces the complexity of implementation and analysis frequently associated with measures of customer satisfaction by using a “Net Promoter Score.” Companies obtain their Net Promoter Score by asking customers In “The Cultural Creatives: How 50 Million People are Changing the World.” Dr. Paul Ray speaks of a highly influential group—“Cultural Creatives” at the center of cultural influence. His book is the culmination of what his study discovered over the course of 13 years and over 100,000 individual surveys. a single question on a 0 to 10 rating scale: "How likely is it that you would recommend our company to a friend or colleague?" Based on their responses, customers can be categorized into one of three groups: Promoters, Passives, and Detractors—with the highest levels of credibility, authority, promotion and detraction occuring in the most culturaly active rings: 1,2 & 3. Further, people are easily persuaded by other people that they like. This is why celebrities and cultural influencers in a culture can impact brand perception and sales. Robert B. Cialdini: social psychologist and Regents' Professor of Psychology (and W.P. Carey Distinguished Professor of Marketing) at Arizona State University gives us in, “Influence: Science and Practice and Influence, The Psychology of Persuasion,” the results of years of study...
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