SAN FRANCISCO--(BUSINESS WIRE)--April 16, 2007--CNET Networks,
Inc. (NASDAQ: CNET), a leading interactive media company, today
announced the results of a proprietary research study designed to
demystify social networks, communication, and influence. Results of
the research provide insights about today's brokers of influence and
information - who they are, what motivates them, and how they share
information and advice with others.
These days, consumers play an important role in promoting and
contributing to a brand's health and success, yet marketers face
increasing challenges in competing for consumers' time and attention.
Understanding social networks and influence is more important than
ever to marketers who want to be successful in today's evolving media
environment. With this in mind, CNET Networks embarked on a major
research undertaking that would provide greater understanding into who
today's influencers really are, and the most effective ways to connect
with them.
The study, "Understanding Influence and Making it Work for You,"
included quantitative work with a survey instrument designed by
Reality Check, Inc., an independent third party research firm,
in-depth interviews and a behavioral analysis of website usage.
Surveys were conducted across seven of the company's leading
interactive brands, including CNET.com, GameSpot, TV.com, Webshots,
BNET, TechRepublic, and ZDNet, and a control group. In total, more
than 12,000 people were surveyed and nearly 40 in-depth interviews
were recorded.
The research led to some surprising revelations about the
influencers in today's society, and what motivates them. The study's
findings are summarized below, and a whitepaper with more detailed
results including a methodology statement is available by visiting:
http://www.cnetnetworks.com/researchinsight.
The key findings about influencers include:
- Who they are: Influence is not restricted to an elite few.
Contrary to the commonly accepted notion, influence is not
exclusive. Technology and the use of peer-to-peer
communications tools have made it easier than ever for people
to stay in touch and share information, leading to an increase
in the size of people's networks and the potential for
influence. Additionally, people's interests tend to span many
topics, regardless of their personal network size, indicating
many people having many conversations on many different
topics. Since there exists some potential for influence with
every connection, focusing only on a few hyper-connected
people misses a huge opportunity to activate influence with
the bulk of the population.
- What motivates them: Influencers are motivated by a desire to
be helpful. Traditionally, influence has been thought of as
the domain of high-profile individuals - regarded as pundits
or experts, who get satisfaction from demonstrating their
expertise. Today, anyone with the desire to inform others can
become an influencer. It doesn't require deep subject matter
expertise, just the determination to seek out relevant
information and act as broker of that information to others.
The motivation for acting as a broker of information and
advice is a desire to be helpful. People feel good about
themselves when they feel they've helped other people, who
appreciate the help.
- How they share information and advice with others: Today's
influencers enjoy the "thrill of the hunt." Along with giving
good advice, influencers relish in the process of discovery
itself - they take pride in their ability to examine
information and determine if it's credible and worth passing
along to their network. For information to be considered
valuable, it must be both unique (not available just anywhere)
and trusted (coming from a qualified source). Sites that can
be relied on for this type of information have enormous
potential to drive influence.
"This study is the first step in gaining a greater understanding
of how and where today's influencers find their information and the
role they play in shaping opinions and consideration," said Mickey
Wilson, senior vice president of marketing, CNET Networks. "With this
insight, we can continue to build brands that meet the evolving needs
of our audience, and as a result, create better opportunities for our
marketing partners to connect with influential audiences."
About CNET Networks, Inc.
CNET Networks, Inc. (Nasdaq: CNET) is an interactive media company
that builds brands for people and the things they are passionate
about, such as gaming, music, entertainment, technology, business,
food, and parenting. The Company's leading brands include CNET,
GameSpot, TV.com, MP3.com, Webshots, CHOW, ZDNet and TechRepublic.
Founded in 1992, CNET Networks has a strong presence in the US, Asia,
and Europe.
CONTACT: CNET Networks, Inc.
Media:
Sarah Cain, 415-344-2218
Sarah.cain@cnet.com
or
Investor:
Cammeron McLaughlin, 415-344-2844
Cammeron.mclaughlin@cnet.com
SOURCE: CNET Networks, Inc.
