Agency.com Research Identifies the Power of the Digital 'Uploader'

'Uploaders' are driving social media with disproportionate share of voice and changing how Internet users inform their opinions

   LONDON, June 18 /PRNewswire/ -- Agency.com today released the findings
of their proprietary research into digital 'Uploaders,' a group of internet
users who are driving social media. Uploaders are a key catalyst for brand
growth. If engaged correctly, Agency.com found that they can be powerful
brand advocates -- which considering they are masters of social media,
means that their voices can be heard by many people around the world.
   Revealing the Uploaders
   Carried out with research partners, Brand Genetics and Hall & Partners,
Agency.com's UK based research explores in depth the profile and behaviour
of these 'Uploaders.' While only 8% of internet users in the UK
(approximately 2.3 million people) actively upload content and reviews
regularly, these 8% are hugely important for brands because their ability
to influence other Internet users is huge. In essence they are informing
the behaviour of millions and changing how we inform our opinions about
brands, products and services.
   Although Agency.com found that this group does not trust advertising
that much, they are positive towards brands and are more likely to be brand
advocates. In fact, 83% of Uploaders actively recommend a product or
service that they like but the challenge is to make them brand advocates.
   Understanding why they Upload
   An Uploader's primary motivation for uploading and sharing content is
to help their community; they see it as a public service. They believe by
sharing real experiences from real people we can get closer to the truth
about brands, products and services, instead of relying on what
corporations are telling us.
   Influencers for a Digital Age
   Uploaders are twice more likely to be category opinion leaders[i] than
the average Internet user. For certain categories, such as media and
entertainment, their opinion leadership is dramatically higher -- up to
four times as likely.
   The average Uploader is also socially very connected. They belong to
twice the number of clubs, communities and societies offline as other
Internet users and belong to four times the number of communities online.
They communicate to more people more often. For example, they send 3 times
as many SMS messages and have, on average, 60 people in their IM buddy
lists.
   Agency.com has identified a number of ways that marketers can engage
Uploaders. For example, by inviting Uploaders to become brand advisors and
to help inform a brand with its marketing or product innovation, increases
their Net Promoter Score[ii] by 19 points. This is hugely significant and
could have a direct impact on brand growth and sales.
   James Clifton, European Planning Director for Agency.com, commented:
"We believe that it is important to look at the people driving social media
and work out how to engage them, rather than just jumping on the latest
MySpace or YouTube bandwagon. We believe that Uploaders are a powerful
force where the worlds of Word of Mouth Marketing and Social Media collide,
and this research provides interesting insights into the make-up of these
Uploaders, what value they hold for brands and we can start to engage
them."
   Dr Paul Marsden, a leading figure in Word of Mouth Marketing and Net
Promoter circles, commented "Bain & Co have told us that the Ultimate
Question for good marketing is "would you recommend us?". With this study,
Agency.com has given us an insight into the Ultimate Answer: Engagement.
The big strategic implication of the Uploaders study is clear -- brands
need to think of these digital influencers as a resource, not a target."
   To download the initial findings of this research and to join in the
conversation about Uploaders, visit the blog at
http://www.WhoIsDrivingSocialMedia.com (live from Monday June 18).
   [i]  As measured by the Childers opinion leadership scale

   [ii] Net Promoter Score: The Net Promoter Score (NPS) was identified by
        Bain & Co as the percentage of customers who are promoters (those who
        are highly likely to recommend your company or products) and subtract
        the percentage who are detractors (those who are less likely to
        recommend your company or products). The NPS provides the means for
        gauging performance, establishing accountability, and prioritizing
        investments because it connects to growth. If a company's "growth
        engine" were running at perfect efficiency, it would convert 100% of
        its customers into promoters. The worst possible engine would convert
        100% of its customers into detractors. The best way to gauge the
        efficiency of the growth engine is to calculate a company's NPS.
        Visit http://www.netpromoter.com for further information.

   For further information please contact:

   Marianne Stefanowicz

   Agency.com Worldwide