Everyone Is an Influencer on Something

Bryan Kramer
Bryan Kramer CEO, PureMatter

Posted on September 4th 2013

Everyone Is an Influencer on Something

As humans, we share stories of experiences that have a positive, neutral or negative impact on something that triggered us to take action. Having a communications degree, I remember studying the variables involved in how communication is delivered and came to the same conclusion now as I did in college: people drive interest about any topic through their sincerity in how they tell their stories.

influencerEvery human has 3-dimensional experiences, which makes every perspective different from the next, without potential of complete replication. These experiences become uniquely shareable. This level of sharing comes at us every day in advertising, on the radio, in a magazine, or on television. But NONE of this is as strong as your closest friend telling you what they think around that same topic. The next time you are talking with someone, take note about how many experiences were mentioned (or inferred) and whether it made an impact on the way you spend your time and money. People influence people.

Here’s a great example. I’ve been thinking about getting a bike, and I know the first person I would go to is my friend David. Not only has he owned all kinds of bikes, but he took the time to get to know all the brands, the local store owners, and the model differences for every style of riding. David is my friend – we hang out, have shared some beers – so he wins in my eyes for being more trustworthy than a stranger store owner whose motivations are, I know, to sell me a bike. I know that there’s nothing in it for David to steer me toward one bike or another; he’s just excited at the prospect of gaining another riding buddy (win/win). Like most influencers, David doesn’t actually realize how much influence he has over my purchasing a bike, he simply loves to ride and has put a lot of thought and energy into the topic. It’s his sincerity and passion for riding that drives him to seek knowledge about it and want to share, and it’s this passion that deems him a trustworthy, knowledgeable source in my eyes to ask about which bike I should get.

So here’s a question: Should David get paid to influence me? After all, he’s put in all the time, effort and serious research to make sure he could suggest what would work for me. Maybe for David, the concept of getting paid to endorse products is new to him, but to Hollywood and athletes, they’ve been doing it for years. I think we all question whether they actually use the products they are getting paid to sell on camera, and for me, that’s a major distinction. If actual real, everyday people are using products and sharing their experiences and knowledge with others….why shouldn’t they get paid?

Is it inauthentic for an enthusiast to reap the monetary benefits of his passion? Is it crossing a line to move from word of mouth influencer to paid endorser of a product you already love? Is there room in influence marketing to blur the lines between paid and earned media?

If you haven’t read Porter Gale’s book “Your Network is Your Net Worth“, she walks through a great formula for picking your sweet spot for influencing the right things that make sense for you. I highly recommend reading her book not just for this formula, but the book is all around awesome! (Did I influence you to buy it? I hope so. Full disclosure, I did not get paid to say that, Porter is a friend, I want to help her succeed and I truly loved her book. Do you trust me more, or less?)

KEY TAKEAWAY: Everyone has a unique perspective on something. If you’re looking for answers, question your influencer’s motivations for sharing; are they benefitting in a way that’s authentic, or are they in it for something else? Then you be the judge if their shared experience triggers you to take action, one way or another.

Bryan Kramer

Bryan Kramer

CEO, PureMatter

Bryan is a Social Business Strategist and CEO of PureMatter where he’s led his agency to consistent growth over the last 10 years earning a spot as one of Silicon Valley’s fastest growing private companies by the Silicon Valley Business Journal.

Bryan was recently listed globally as the 43rd most talked about marketer by senior marketers in a report study via LeadTail. Bryan was also  listed as #26 by Kred as a Global Top CEO Influencer on Social Media (full list) and as one of The Top 50 Social CEOs on Twitter in the world by the Huffington Post. (full list).

Being a veracious consumer of knowledge, understanding social media and how it works both as a communication channel and shaper of popular culture has his full attention. Bryan has quickly become one of the country’s leading authorities on social strategy, earning a combined reach in his media outlets of over 100k+. In true social style, he loves to talk about it anywhere he can. 

 

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Comments

The deeper the relationship you value with a person, the bigger their opinion and stories impact you. If we put that on a larger perspective, monetary value will not come between authenticity and legitimacy when there is a strong relationship involved. Thanks for recommendation on the book, Bryan.

Thanks Belinda, I couldn't agree more! Make it a great one :-)

Bryan

Thanks for recommending the book. In todays world where everyone is trying to harness the true potential of social networks (birds of same feather flock together) I do not see any harm of using your network to influence purchase decisions of your friends and family. Now if you are being rewarded by this and at the same your friends/family are being rewarded then it would be a win-win situation. We at mKonnekt are using this phenomena to come up with a product - we are in the beta phase of this and we will be launching product very soon.

Seshu

mKonnekt.com

Thank you Seshu. I look forward to hearing more about mKonnekt. Cheers!