Actually, I think there’s a case for widening the definition even more nowadays. With the way the web is developing, you don’t need to be a high roller to be an influencer. It’s quite ironic that “people like me” are most trusted, but that 3/4 of the population aren’t “just like” those surveyed (they just used the top 25% of earners, along with other criteria). In fact, that raises an interesting question – do lower earners trust the same people as higher earners?

As far as the download goes, I think you need a slideshare account. I originally embedded the slides but they were too small on-screen to be legible. If you like, you can drop me an email at davefdavefleetcom and I’ll email them to you.