and the sacramento kings, "cover girl" starbucks what do they look for when they say who is influential right. >> right they come to us, they understand that traditional advertising, people block it out in a lot of ways. we all trust what our friends tell us so this is kind of a tension economy that we're in. we understand who are the people who brokered that attention and influence their networks on any specific topic, and we connect brands those people. >> curiously although i mentioned lady gaga and oprah, it's not always people that you think it is. tipping point the mavens he calls them, it is these strange little influential pivot points almost. >> right. >> and you're -- you think you're able to identify them. >> yeah and the way we think about it is is every person who creates contact line has some influence. what we care about in understanding is who they influence and on what topics? this idea of node optimization and who can spread information across a group of friends is