To many traditional PR, ad and marketing agencies, the Internet is just another medium, but to Gerris, it is another culture—one that calls for a completely new approach to marketing. Gerris specializes in everything from blogger outreach to influencer identification, brand protection and social media consulting for clients like Deutsche Telekom, and T. Rowe Price. Ten percent of the people in the world influence the other 90 percent in terms of purchases and other decisions. What many companies do not realize is that the people who are tipping the scales are increasingly the world's online denizens, and they may not have fancy titles.