Understand Influence
You may think that the concept of influence is new to you, but it isn’t!
But first, let’s start with a definition:
Philip Sheldrake, a pioneer in the field of influence and author of the book The Business of Influence (2012), defines it as follows:
“You have been influenced when you think in a way you wouldn’t otherwise have thought or do something you wouldn’t otherwise have done.”
In other words, influence can directly impact how you think or act. Therefore, it is not surprising that companies want to include it as a marketing communication tool!
And what does Ben Pearson, our influence specialist, think? In this video, they explain the difference between online reputation and influence and illustrates their points by presenting different influence strategies :
Let’s step back in time before modern influencers and take a history lesson.
According to Weill Cornell Medicine, the English royal family used their influence to promote medicine to the skeptical public in the early 1700s.
At the beginning of the 20th century, some brands started using fictitious characters to embody their product and make themselves more sympathetic to the public. Of course, the most famous of them is the Coca-Cola Santa Claus!
But there was also Tony the Tiger (Frosties), Mr. Clean (Procter & Gamble), The Laughing Cow (Bel Brands), etc.
Increasing offerings and the rise of mass media such as television and radio meant that brands needed to renew themselves to stand out and capture consumer attention. Celebrities took on the role of ambassadors, and brands reached millions of people around the world.
The last major shift was the arrival of social networks. Consumers had become more and more dubious about advertisements (channel hopping, credibility of the message, saturation, etc.), and influencers became more plausible candidates to convey a brand’s message.
What exactly is an influencer?
Example: The Mr & Mrs Smith site is an online travel club. A community of travel enthusiasts has been loyal followers for several years!
Regarding experts and professionals, influencers can also be passionate people who address their audience via a blogging platform or a social network.
And that’s what marks the difference between them celebrities. Social networks can give a voice to anyone who wants to influence their field. This is how niche markets appear: some specialize in fashion, beauty, food, travel, high-tech, fitness, humor, etc., and interact with very targeted consumers.
Targeted, high-value content gives these specialists credibility and real referral power.
Let’s take the example of NikkiTutorials. Nikki gained online popularity in 2015 with makeup tutorials on YouTube. Most famously, her video, “The Power of Makeup,” inspired a trend of people showing their faces with and without makeup. She has gone on to collaborate with major beauty brands such as Marc Jacobs, Maybelline, and Beauty Bay. She is one of the top global influencers, with 13.9 million subscribers on YouTube. James Charles, Emma Chamberlain, and Casey Neistat are also among the top spots.
The size of the audience is important here, but the truth is that everyone influences at their own level. Yes, even you! 😎 You influence your close circle: your friends, family, colleagues, etc. Therefore, you are also a potential influencer.
As part of an influencer campaign, a brand can use one or more influencers to promote its products or services.
But it must also consider the image portrayed by its employees/customers/partners (i.e., its stakeholders), who influence their online followers.
In the case of your business, you can use:
Your first circle of contacts to make yourself known. Friends and family members.
Your second circle of contacts to reach a slightly wider target as your business grows—your first customers, acquaintances, partners, and employees.
Your third circle of contacts to reach a wider audience. Here, you will most likely need the support of key opinion leaders, influencers, or celebrities.
Let’s Recap!
Influence directly impacts how you think or act.
Using an influencer gives you access to targeted and engaged communities.
There are three circles of influence, from closer to you to more distant, each with its own audience.
To have a real impact, you must define your objectives. What advantage are you looking to obtain? Let’s see in the next chapter!
