Here’s the TurnTo presentation from the OnMedia conference today.  This talk focuses on the whole idea of “Trusted References”.  The TurnTo part goes from roughly minute 1 to minute 10.  (I’m hoping the conference will provide a version of this without the side-bar.  I’ll upgrade if we get one…)

Rubicon Consulting just published a great study about on-line influencers.  But the most striking thing about the study: for all the importance of user-generated online content, personal advice is still by far the most influential factor in purchasing decisions.  Here’s the chart of their data:

In a nutshell, they showed: “Advice from friends is better than advice from strangers.”  For sure, companies should be thinking hard about how to influence the people that generate all that anonymous online content.  But the data shows that the biggest leverage still comes from activating the personal advice network.