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asit

David,
1. Good to see you writing about word of mouth marketing.The power has been known for ages. Your alma mater has an in house unit Tremor since 2001. see a case here. http://dl.dropbox.com/u/21263446/Tremor_CrestWeeklyClean_CaseStudy.pdf
2. the debate over inflncers vs normal is ongoing. The bigger concept is advocates. One should take a person passionate about a brand/category any day over someone who is 50% less passionate but 100% more "influential" as measured by their klout score or social network size. read more here on advocates.http://about.bzzagent.com/downloads/BzzAgentFieldGuidetoBrandAdvocates.pdf
3. Offline vs online debate is irrelevant. what matters is how to trigger word of mouth, not where it is happening. The former is an output, latter is input and controllable. Read more here.
http://blog.advocacy.asia/2012/02/job-1-in-word-of-mouth-marketing/

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