I have been meaning to blog about this event and WOM UK for a while now. I went along to their Espresso Briefing with David Brain from Edelman, I am not sure that you could have had a better "espresso" companion than David (incidentally his blog is well worth reading) The research, although obviously wrapped into a sales tool for The Guardian, was interesting.
The research into the component factors of influencers struck me as very smart - WEAK TIES, relationships and networks outside close family and friends - people who connect out loosely with multiple networks allow messages to "leap" out of closed circles, BRIDGING CAPITAL, an ability to make information contextualised and relevant to others, - people who build and connect together seemingly random bits of information and make something new and interesting out of them and STATUS BARGAIN, a willingness to listen and modify their own opinions, making them more trustworthy - people who ask questions and engage as much as they broadcast out their own opinions.
WOM seem to have a jam-packed event diary for the rest of the year. The next one is a work in progress case study presentation from Mat Morrison at PR agency Porter Novelli. There is a little gang of us going to that one, so let me know if you're attending.
Also if you have any thoughts on whether it's worth becoming a WOM UK member I'd love to hear them.