Why we need to move on from basic influencer identification based on Twitter bios, to finding people based on their network connections. Using conversational data from influencer networks to inform and evaluate content strategy. Drawing networks on NodeXL to visually communicate relevance to senior stakeholders.

1. TextText
Measurefest
@brilliantnoise
brilliantnoise.com
Beth Granter
@bethgranter
22 May 2014
Network mapping and
measuring relevant influence

2. Hello! I’m Beth Granter.
I’m a digital consultant
at Brilliant Noise.

3. Brands
I have
worked with

4. - Why we need to move on from basic influencer
identification based on Twitter bios, to finding people
based on their network connections.
- Drawing networks on NodeXL to visually communicate
relevance to senior stakeholders.
- Using conversational data from influencer networks to
inform and evaluate content strategy.
Agenda
4

5. Why we need to move on from
basic influencer identification
based on Twitter bios, to finding
people based on their network
connections.
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6. Discovery:
- Search Twitter bios for key words
- Search Twitter conversations
- Search blogs based on blog title and content
Prioritisation:
- Follower count
- Klout influence score
- MozRank or inbound links
Basic influencer identification
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10. Basic influencer identification
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11. Basic influencer identification outputs
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- Self-proclaimed experts/obsessives who define as such
- Highly vocal people around a key topic
- People who are generally influential online

12. - ...but not necessarily people who
are influential around the key topic
Basic influencer identification outputs
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13. Influence score is not related to
who they’re speaking to or what
the topic is
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14. Advanced influencer
identification
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15. Prioritising influencers:
number of relevant topic
mentions
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- Curabitur varius sollicitudin elit nullam
- Consectetur adipiscing elit
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- Elit vurabitur varius sollicitudin elit nullam
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- Curabitur varius sollicitudin elit nullam
- Consectetur adipiscing elit
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18. An improved measure of
influence/relevance:
network follower count
The number of connections
within a network of influencers
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19. Network follower count
A = 0
Not followed by anyone in
the primary network
B = 2
Followed by 2 other
followers of @measurefest
A
B
C
D
A
C
D
B

20. Discovery:
- Same as basic plus...
- Who does your initially discovered influencer/target list follow?
- Who is your initially discovered influencer/target list followed by?
Prioritisation:
- Number of relevant mentions
- Likelihood to be followed by / follow initial influencer list
Advanced influencer identification
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21. Drawing networks on
NodeXL to visually
communicate relevance
to senior stakeholders.
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22. NodeXL is a free, open-source
template for Microsoft® Excel® 2007,
2010 and 2013 that makes it easy to
explore network graphs.
With NodeXL, you can enter a
network edge list in a worksheet,
click a button and see your graph, all
in the familiar environment of the
Excel window.
NODEXL
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23. Get list of followers
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24. Import list into NODEXL
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25. 25
Unfiltered network

26. Network follower count
A = 0
Not followed by anyone in
the primary network
B = 2
Followed by two other
followers of @measurefest
A
B
C
D
A
C
D
B

27. 27
Filtered network

28. Who ELSE is influential
to @measurefest
followers?
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29. Network follower count in a simple two-tier network
A = 0
B = 2
C = 1
Followed by one of
@measurefest’s followers
D = 2
Followed by two other
followers of @measurefest
A
B
C
D
A
B
C
D

30. Get ‘friends’ of (people followed by) refined list
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32. When the primary
influencer list is broad,
@stephenfry normally
comes up as top by
network follows
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33. So, calculate network
follows as a
PERCENTAGE of total
followers, to get a more
reliable relevance score
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34. Sort and filter by network follows as a percentage of total follows
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35. 35

36. Using conversational data
from influencer networks
to inform and evaluate
content strategy.
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37. 37

38. Author based query (not keyword based)
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39. Inform:
- What are your target audience / influencers talking about?
Evaluate:
- Have you managed to influence the conversation with your
content?
- What volume of mentions from your target audience relate to your
content?
Using conversational data from influencer networks to inform
and evaluate content strategy
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40. In summary...
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41. Basic influencer identification
- Finds generally influential people online
- Who define themselves as experts, or talk a lot about a topic
Advanced influencer network mapping
- Considers the relevance of an influencer within a niche network
- Creates a visual to illustrate the value of the method to senior
stakeholders
In summary...
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42. Thanks!
Network visualisation links:
delicious.com/bethgranter/
network,visualisation
@bethgranter
brilliantnoise.com
© 2014 Brilliant Noise
All rights reserved
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