Whats the consequence of knowing your Influencers? Finding the everyday Influencers and their followers among your customers is more difficult than finding the biggest spenders or the customers with the largest presence in social media. But if you know the Influencers and target them with both direct and viral channels, its like putting your marketing on steroids.

The numbers may not seem huge at first. The everyday Influencers typically affect the actual purchase behavior of anywhere from 3 to 10 of their followers. But do the math: If you can persuade a group of Influencers to purchase a new product, join your loyalty club, or remain in place instead of abandoning you for a competitor, and they bring along another group that you probably couldnt reach directly with your own programs, youve just earned an exponential increase in marketing impact. Marketing should perform at factors of 3x, 5x, and 10x. 1 or 2 no longer works.