“Influence is the ability to drive action,” says Joe Fernandez, co-founder and CEO of Klout. “You have this massive amount of information coming at us all every day. Deciding who we trust to broker our time – in terms of what content we read, which links we click, what things we buy – is all about influence.”

In the second installment of our new video series, Connected Perspectives, Joe argues that influence data changes consumer-brand relationships, and sees a marketplace where customer words control a brand’s story. “I believe influence is the currency of the social web.”

Connected Perspectives profiles the people and ideas shaping the next phase in business. Past and future videos include Porter Gale (Virgin America), Mike Maples Jr. (FLOODGATE), John Bell (Social@Ogilvy), Tim Leberecht (NBBJ), Doreen Bloch (Poshly), Andrew Deitchman (Mother New York), John Ellett (nFusion), Don Tapscott (author and speaker), John Battelle (Federated Media Publishing), and Jez Frampton (Interbrand).

Be sure to watch the full video below (blog subscribers, click here), and sign up here to be notified whenever new Connected Perspectives videos are published.