With the continued rise in social media's popularity we are seeing word of mouth marketing become a more tangible and genuine form of consumer influence.

This ‘influence’ can be achieved by anyone who has the ability to generate change among one or more people through their digital ‘word of mouth’ action, and it applies to pretty much every topic you can think of; technology, lifestyle, celebrity, sport, art, fashion…the list is endless. For example, iconic bloggers are now considered worldwide influencers. So, with more people using social media and more competition within this space, does this mean less visibility for brands?

The key lies in understanding what digital influence is and isn’t, and how to find the right influencers and put their social capital to work. Think of digital influencers as brand advocates. With an effective digital influence strategy brands will spark beneficial word of mouth, create brand lift and ultimately influence the action of other consumers much more authentically than traditional media. At the same time, consumers are learning the meaning of their newfound stature in social networks and are exploring the possibilities related to their influential score, what it means and also ways to increase it. Brands are also seeking ways to make sense of these numbers to better identify the right people and ways to connect.

Whether its through advocacy or promotional programs, relationship building, or through important events, everything begins with an understanding of what digital influence is and isn’t. And, once influence and how it works is understood brands must develop strategies and processes to effectively partner with connected consumers who are becoming influential in their networks. The following presentation by research firm, Altimeter Group, is a ‘how-to’ guide for businesses to spark desirable effects and outcomes through social media influence.