Online influencer power: what it means for brands

You'd reason that if they liked it, you'd be bound to like it too, not so?

In my case, this recommendation didn't come from a mate. It was from someone I follow online. They tweeted about this fantastic restaurant and linked to a personal blog post which further elaborated on their happy dining experience, prompting me to make a booking.

A stranger convinced me, but not just any stranger, an online "influencer".

What exactly is an influencer?

In the old days, they would have been called professional consumers. Today, they are better known as brand advocates or global multipliers; I like to call them influencers.

Influencers act as conduits or filters for information. They are ordinary people, like you or me, who are able to wade through all the bulls**t that floods the Internet, and sniff out fabulous deals, excellent new products, and great value usually before anyone else.

What separates the influencer from the ordinary social media user?

It's simple - influencers are better, more sophisticated consumers.

Information junkies

Influencers tend to be information junkies, consuming different forms of news across multiple channels. They are active users of email, newsgroups, blogging facilities, Twitter, Facebook and other online tools. Within these platforms, they have extensive contact networks and thousands of followers.

Globally, online influencers connect with twice as many people than the average consumer. Trend Stream's Annual Global Web Index states that influencers make up only 15% of the total social media audience but, due to their hungry patterns of social media consumption, their effect on the online space is very powerful.

Influencers tend to be globally minded and enjoy staying abreast of news and trends locally and international. They share their knowledge, opinions and recommendations not only out of a need for recognition but also out of a sense of responsibility.

Brand managers be warned - you are rapidly losing the ability to directly control how your brand is perceived, received and spoken about. Harness the power of the influencer by focusing on providing a quality product or service offering, accessing the right people online, and then letting them do the talking for you.

Developing the influencer-brand relationship

An increasing number of the people who interact with your brand are no longer the passive consumers they once were. They are now, more than ever, voices that will shape your brand's image and public perception.

• Start by scanning the horizon. Identify the critical influencers within your target market and get to know them. These are the folks who make waves online, so they won't be hard to find.

• Check out your influencers' stomping grounds. Discover and observe where and how they spend time on the web. Participate and engage in dialogue with them. Establish a rapport, because simply joining the conversation is no longer enough.

• Earn their trust by consistently demonstrating your commitment, offering them genuine and valuable insights, and adding value to their lives. Bear in mind that influencers are shrewd consumers who are not easily manipulated, and don't take kindly to brands that come across as overly self-promoting or insincere.

• Nurture your relationship with your influencers. Consumers demand authenticity and you will only truly break down the barrier between your brand and the target market if you remain consistently engaged, accessible, valuable and transparent.

• And finally, recognise and acknowledge your influencers when you can. Influencers are more likely than other consumers to feel respected when asked their opinion. Involve them in your brand by granting them insider access and exclusive content, then get their feedback and work with it. Don't be nervous to let them define your brand - their trust and the powerful online equivalent of word of mouth marketing are a priceless combination.

Need to share

Influencers have a need to share their knowledge with others and will naturally reward the brands they have faith in. By sharing their experiences with the online community, they can gain massive exposure for a product or service - exposure which is all the more valuable because it comes from an individual and not a brand.

The brand-influencer relationship is still very new in the South African digital sphere. There has been some negative discussion in the online space, whereby influencers who accept sponsorship deals (a very common practice internationally) are accused of selling out to brands.

When the connection between brands and online personalities becomes too obvious, influencers risk being categorised as 'brand whores', a harsh label that suggests their individual objectivity has been compromised.

The relationship can be perceived as blatant bribery, and this mars both the brands' authenticity and the influencers' authority within their networks. Remember that a genuine and understated brand-influencer relationship can be more effective than an obvious commercial deal.

Consumers are new trend dictators

Your consumers are your new trend dictators. Listen to them, engage with them, and respect their opinions, as well as their clout.

And then let them love you back. Get it right and you'll reap the benefits - even if you're selling something as bizarre as sea urchin pasta.