This graph illustrates Dr. Walter Carl's research on how recommendations are passed along between consumers. The recommendation relay rate graph clearly demonstrates how word of mouth recommendations from influencers can reduce marketing acquisition costs.
If only 150 consumers initially (generation zero) begin telling their friends (generation 1) about a great brand experience, Dr. Carl from Chatthreads estimates the reach will exceed 6000 consumers into generation three.
In our experience using our influencer identification tool, the WOM Accelerator, our clients are experiencing similar pass along rates when the offer is relevant and shareable.
Our recent influential dining survey results indicate that consumers rely on friends more than any other source for a restaurant recommendation.