nfluenz

nfluenz™ is a social network analysis tool for identifying important participants in online conversations. Resulting network maps of desired topics reveal influencers, KOLs and conversation clusters to be explored and pursued for opportunities to message with digital tactics.

How it Works

1

With a topic of interest identified, keywords, hashtags and known entities are chosen to collect posts and mentions from social networks.

2

The social data retrieved is processed to create a nodes file containing the actors and an edges file containing the connections between nodes.

3

Nodes and edges files are loaded to a social network analysis platform to create an nfluenz™ Map of the relevant conversations about the topic.

4

True influencers are identified using map statistics more useful than follower counts and engagement metrics. Influencer lists are output for campaigns.

The Business Opportunity for You

Most brands waste up to 30% of influencer budgets on the wrong people. Before you commit sizeable budget amounts to influencer marketing, build an nfluenz™ Map to find out who actually influences your target audience.

Identify your true influencers
Gather insights from network clusters
Perform industry research
Lift paid media campaign performance

A Few Use Cases

Lift Results with Social Network Analysis

Social network analysis is a highly effective tool in improving digital marketing results. Leveraging the interconnectedness of audiences within social networks, advertisers use influencers and digital opinion leaders to reach audiences in the markets of interest. The marketing intelligence gain is profound.

Targeting these influencers and their followers can lift campaign results significantly. For example, an acceptable CTR on X (formerly Twitter) typically averages 1 to 3%. When targeting is aided by social network analysis, average CTR often more than doubles without altering creatives or calls to action.

Experience →

Gain Market Insight and Perspective

nfluenz™ Maps reveal network structure at a glance where densely connected clusters indicate communities, isolated nodes show disconnected segments, and central hubs highlight influential actors.

For digital marketing, these maps provide insights into how audiences segment naturally, identify which influencers connect different communities, how communities view one another and trace pathways for message propagation.

Essentially, it examines the different clusters of conversations involved in a topic, giving us a 5,000 feet view of the directions we need to move to be heard.

Frequently Asked Questions

Where does the data used to perform social network analysis come from?

The data comes from relational datasets showing connections between entities. Direct sources include X (formerly Twitter), Bluesky and Mastodon. Indirect sources include social listening platforms like Brandwatch, Talkwalker, and Awario, which aggregate publicly available social data across multiple platforms for a fee, tracking mentions, conversations, and engagement patterns.

What is another way a social network map can help marketing efforts?

nfluenz™ Maps run repeatedly over time, reveal penetration into new communities and audiences by mapping connections spreading into previously unengaged clusters. Visualizations also demonstrate growing influence by tracking increases in influential nodes discussing the brand. Comparing network maps month-over-month or quarter-over-quarter visually illustrates whether the brand is becoming more central in conversations and reaching beyond its core audience into mainstream discussions.

What is real-time social network analysis vs. historical social network analysis?

Real-time social network analysis collects and analyzes data starting now and continues forward. This is helpful in scenarios such as new product launches or breakthrough announcements where we need to track and understand how information is seeded and spreading among populations of interest.

Historical social network analysis collects and analyzes past data. This is helpful in understanding existing population networks to accurately identify established and authoritative influencers needed to efficiently and effectively spread messages within or across all audience clusters of interest.

How quickly can you generate a social network map?

nfluenz™ Maps initially take 2 to 3 weeks to generate and interpret. Part of this time is used to research and explore the topic of interest to ensure the correct data collecting parameters are recruited. After the initial run, subsequent runs can be executed in less time.