Ten percent of the population is credited with influencing the remaining 90% with what to purchase, consume and experience. By tapping into the right 10%, we reach the few who fuel the many.

Brands used to measuring ROI in CPM, CPC and other cost-analysis acronyms developed for traditional media and online marketing sometimes have trouble wrapping their heads around Influencer Marketing and what makes it so effective.

There are many metrics and multipliers that can help quantify the reach and impact achieved with an influencer program. However, one of the most powerful ways is to bring it down to the personal level with a simple reminder about how each of us receive and act on recommendations for an array or products and services from the go-to people in our social networks, every day. We call these “influencer moments.” Here’s how it works:

Gabrey, one of our co-founders, sees a new bakery open on our street called Pacific Puffs. Not only are the puffs themselves fantastic but two adorable brothers and their cousin went in on the shop together using their grandma’s recipe to create the decadent treats. From Gabrey’s first taste, they made their way to 4 dinner parties around the Bay Area (great hostess gift) that had around 10 attendees each. They also ended up at Grow’s offices for three meetings with clients as well as a monthly team meeting. Of course people loved the product, but they also really connected with the story. The idea of supporting a new business sharing Grandma’s family recipe with the public for the first time just makes you feel a little more invested, and connected. Yet another reason to stop there vs. any number of bakeries in San Francisco.

Has every Pacific Puffs customer shared the baked goods, and their story, with their network like Gabrey did? Probably not. But not because they didn’t enjoy their experience. Perhaps they didn’t chat up the founders and learn the bakery’s back-story, or have four dinner parties booked on their social calendar in need of a tasty hostess gift. Imagine if Pacific Puffs made a concerted effort to find other people like Gabrey, gave them a thoughtful tasting experience and created a special hostess gift offering, ideal to take to dinner parties? How much faster could their reputation spread – and sales grow?

This is one example of the viral marketing that happens in each of our lives, every day. You might be wondering how many people you can actually reach with an Influencer campaign. Does it really scale?

Here’s a small taste:
Sinupret for Kids
Pepsi’s Tava