Josh Bernoff: recruiting ambassadors

Josh Garnosh, author of Groundswell, opened the Womma summit by presenting a number of new studies, but especially a method of analysis that ENIGMA will implement with its ambassador program.

Josh shared the results of his most recent study:

6.2 % of web users generate 80% of web content. Let’s analyze who these 6.2% are.

The study gets all the more interesting when Forrester Research analyzes specific discussion topics. Here’s an example with consumers of electronics:

You know it as well as I do: a successful word of mouth campaign needs an ambassador program. This data refines the recruiting tools, one of the most crucial steps for this kind of program