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Ed Keller, CEO of NOP World Consumer and co-author of The Influentials added to the rich fodder surrounding ideas like Malcolm Gladwell’s Tipping Point, Seth Godin’s Idea Virus and other approaches to marketing with a well researched and reasoned look at the role “influentials” play in society. Keller didn’t dig too deeply into just who influentials are, but he did indicate that they’re largely average, although more educated and prone to seek life-long learning and the new. He also spent quite a bit of time exploring how marketers can reach these people and work with them to get the word out. In perhaps the most interesting insight offered, Keller touched on how the influentials are market multipliers. Because they are so highly connected and involved in disparate social and professional groups, they’re better able to spread the message far afield. “If most of us have a fairly close social loop, if we’re discussing a new product, it’s you and me and me and you. It doesn’t go that far,” he said. “With influentials, they’re in a conversation with a different group of people who are in a different social circle.” (A more complete partial transcript of this session is also available.) http://www.adtechblog.com/2374/