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                    Industry Influencer
                        Report for



                      ...
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                                                 Table of Contents


Table of Contents....................
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Background

Smart marketers understand the critical role influencers have in their industry.
They are ...
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1 - Share of Voice

   Share of voice is defined by the number of mentions of the Amazon brand in conve...
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   Amazon Best Daily Buzz
     • May 21st: Launch of the Import/Export feature:
         http://aws.type...
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2- Share of Mind

     Share of mind is defined by the percentage of people that have talked about Amazo...
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Influence of the Amazon blog
Amazon’s blog isn't networked with other Cloud Computing blogs thus has no ...
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3 – Ownership of the Security Topic

 Ownership of a topic (the outcome of positioning) is defined by ho...
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       More specifically, here's a graph showing the key expressions found in conversations about
      ...
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Below is a complete list of the top 100 expressions found in conversation on security:


           1 t...
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4 – Community Map & Influencers Identification

          Influence ranking is defined by cross referen...
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Influencers Map

The map below shows the connections between influencers and magic middle bloggers and...
Offre de Services

The overall map of the community is pretty dense and it shows a fairly tightly networked com-
munity (i...
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Amazon Industry Influencers Report

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Transcript of "Amazon Industry Influencers Report"

  1. 1. Offre de Services Industry Influencer Report for Prepared by eCairn Oct 3rd 2009 Amazon Industry Influencer Report 1 conversation@ecairn.com
  2. 2. Offre de Services Table of Contents Table of Contents.....................................................................................................................2 Background..............................................................................................................................3 Scope.......................................................................................................................................3 1 - Share of Voice....................................................................................................................4 Number of Mentions.........................................................................................................4 Amazon Best Daily Buzz....................................................................................................5 Microsoft Best Daily Buzz..................................................................................................5 Google Best Daily Buzz.....................................................................................................5 2- Share of Mind......................................................................................................................6 People mentioning Amazon the most................................................................................6 Influence of the Amazon blog...........................................................................................7 3 – Ownership of the Security Topic..........................................................................................8 4 – Community Map & Influencers Identification......................................................................11 Influencers......................................................................................................................11 Amazon Industry Influencer Report 2
  3. 3. Offre de Services Background Smart marketers understand the critical role influencers have in their industry. They are highly networked within their community, including between each others. These are the people listened to by prospective customers because they're respected, trusted and usually pretty independent. They influence a brand image and the best leads come from those movers and shakers in a particular marketplace. Understanding who they are, how they relate to your brand and working to establish a relationship with any of them is a critical task. eCairn's Industry Influencer report provides a wealth of data and insights coming from those influencers regarding your brand's, such as: • Share of Voice • Share of Mind • Positioning on key industry topics Scope The target for this analysis is the attention experienced by the Amazon brand in the cloud computing community during the period of March 2009 to September 2009. It offers a comparison with the Microsoft brand in general and more particularly, on the topic of security. The cloud computing community referred to in this document is a collection of 550 expert bloggers who are ongoing conversations on cloud computing. Twitter, Youtube and Forums were not used in this study. 550 This represents 32k relevant conversations over 6 Months NO NO Amazon Industry Influencer Report 3 conversation@ecairn.com
  4. 4. Offre de Services 1 - Share of Voice Share of voice is defined by the number of mentions of the Amazon brand in conversations taking place in the Cloud Computing community . Number of Mentions The following graphs illustrate the volume of conversations with mentions of the “Amazon”, Microsoft and Google brands. Graph1 shows the 'conversation share' for those 3 brands and graph2 shows it's trend over time. Share of Voice Share of Voice 160 1102 140 120 100 80 2510 60 40 950 20 0 Mar Apr May Jun Jul Aug Sep Amazon Google Microsoft Amazon Google Microsoft Graph1 Graph2 Amazon share of voice is important and above Microsoft (2510 versus 1102 mentions *) and Google (950). This represents 3% of the overall discussions in September 09 but was 10% back in April 09. (*)Amazon’s and Microsoft’s own blogs are not accounted in the study Amazon Industry Influencer Report 4
  5. 5. Offre de Services Amazon Best Daily Buzz • May 21st: Launch of the Import/Export feature: http://aws.typepad.com/aws/2009/05/send-us-that-data.html • Aug 25th: Announcement of Amazon Virtual Private Cloud: http://aws.typepad.com/aws/2009/08/introducing-amazon-virtual-private-cloud- vpc.html • July 12th-19th – Microsoft Azure pricing announced generating comparisons with Amazon's pricing. BMC leverages AWS to deploy and manage cloud environment. Microsoft Best Daily Buzz • May 17th – May 24th : Ray Ozzie talks about Microsoft and Cloud Computing at the JP Morgan Global Technology, Media and Telecom conference. Multiple products announcement and pre-annoucenments. • July 12th: Microsoft announced pricing for it's Azure cloud computing services : http://blogs.msdn.com/windowsazure/archive/2009/07/14/confirming-commercial- availability-and-announcing-business-model.aspx Google Best Daily Buzz • Google Buzz has been going down from its high of April 2009. • Sept 20-27: Google announced the release of it's Sites APIs which generated a small buzz in the community. Amazon Industry Influencer Report 5 conversation@ecairn.com
  6. 6. Offre de Services 2- Share of Mind Share of mind is defined by the percentage of people that have talked about Amazon vs Microsoft in the last 6 Months Share of Mind 350 300 286 # of influencers 250 200 161 150 100 50 50 32 16 12 0 Influencers (17 total) Magic Middle (55 total) Long tail (474 total) Amazon Microsoft Amazon is more discussed than Microsoft accross the Influencers, Magic Middle bloggers and Long Tail blogs. 95% of the influencers and 90% of the magic middle bloggers have talked about Amazon in the past 6 months. People mentioning Amazon the most The table below shows the bloggers that talk the most about Amazon. Influencers are in dark blue, Middle Magic in middle blue and Long Tail in light blue. Influencers Magic Middle and Long Tail bloggers Amazon Industry Influencer Report 6
  7. 7. Offre de Services Influence of the Amazon blog Amazon’s blog isn't networked with other Cloud Computing blogs thus has no influence in the Cloud Computing community. It is ranked # 433 over 530 blogs. Microsoft's blog does a little better though stays close to the bottom of the list with a ranking of #331. The Amazon blog is active with several posts per week. Amazon Industry Influencer Report 7 conversation@ecairn.com
  8. 8. Offre de Services 3 – Ownership of the Security Topic Ownership of a topic (the outcome of positioning) is defined by how many time your brand is mentioned along with the target topic Number of Mentions within the Security Topic Share of Security Share of Security (# of conversations) 100 347 80 60 40 982 492 20 0 Mar Apr May Jun Jul Aug Sep Other Amazon Microsoft Overall Amazon Microsoft Both brands own a sizable share of the “Security” topic. Indeed brands like IBM or HP account for less than 1/3 of the Amazon volume when people are having conversations on security and cloud computing. The spike for Amazon at the end of August is a consequence of the introduction of their VPC (Virtual Private Cloud) offering which is perceived as a response to the security challenge in cloud computing. Amazon Industry Influencer Report 8
  9. 9. Offre de Services More specifically, here's a graph showing the key expressions found in conversations about security+Amazon vs security+Microsoft: Security: Amazon vs Microsoft Comparison 5 Virtual Private Cloud 4 A blue bar means an expres- sion w as found along w ith Mi- 3 Cloud Providers crosoft more than Amazon. A red bar means an expression 2 Public cloud w as found along w ith Amazon Cloud services more often than w ith Microsoft 1 Web services Data center 0 Sql data Sql azure database -1 Ado.net data services -2 Data services Net services -3 -4 -5 Sql data services Breakdown of the Security Topic Below is an 'expression cloud' of the most frequent expressions encountered in “cloud security” discussions: • Beside Amazon and Microsoft's product offering no other brand's product makes it to the top expressions (IBM, HP, SUN microsystem, Rackspace) • Private/Public cloud fuels many 'cloud security' discussions and Amazon is often mentioned in those discussions (see graph1). Amazon Industry Influencer Report 9 conversation@ecairn.com
  10. 10. Offre de Services Below is a complete list of the top 100 expressions found in conversation on security: 1 to 25 26 to 50 51 to 75 76 to 100 data center saas market group private cloud systems service level deliver cloud services technology soa hosting service providers network vendors cloud offerings public cloud amazon ec2 benefits of cloud software ag cloud providers cloud security alliance product dana gardner computing platform microsoft business model virtual private cloud virtual private virtual machines company cloud security users support storage applications sql azure access amazon web data operating system enterprise architecture google apps business model issues enterprise cloud amazon web services environment virtual public and private enterprise cost public control customers provide standards create business process organizations security and compliance inc has announced cloud infrastructure information cloud service providers enterprise customers solutions process architecture enterprise architects software amazon point google web services sql data services resources sql azure database infrastructure cloud storage gardner announced providers service level agreement governance set offering private level net services management server build industry azure center help cloud platform Notes: • To make it readable, we have removed the top & obvious expressions • Our text mining feature is in beta and the cloud above “favors” long expressions. Amazon Industry Influencer Report 10
  11. 11. Offre de Services 4 – Community Map & Influencers Identification Influence ranking is defined by cross references between people belonging to the Cloud Computing community The cloud computing community consists of 500’s of influencers who blog about cloud computing related topics. Influencers Here are the top influencers in this Community: Url Title http://blogs.zdnet.com/SAAS Software as Services | ZDNet.com http://smoothspan.wordpress.com SmoothSpan Blog http://apsblog.burtongroup.com Application Platform Strategies Blog http://www.biske.com/blog Todd Biske: Outside the Box http://www.redmonk.com/jgovernor James Governor's Monkchips » An industry analyst blog looking At software ecosystems and convergence http://www.roughtype.com Rough Type: Nicholas Carr's Blog http://www.johnmwillis.com john m willis ESM Enterprise System Management Blog http://blogs.gartner.com/thomas_bittman Thomas Bittman — A member of the Gartner Blog Network http://www.redmonk.com/cote People Over Process » One foot in the muck, the other in utopia http://www.highscalability.com High Scalability | Building bigger, faster, more reliable websites. http://www.elasticvapor.com ElasticVapor :: Life in the Cloud http://blogs.zdnet.com/Gardner Dana Gardner’s BriefingsDirect | ZDNet.com http://gevaperry.typepad.com Thinking Out Cloud http://www.datacenterknowledge.com Data Center Knowledge: Data centers, design, power, cooling http://www.cloudave.com CloudAve http://www.allthingsdistributed.com All Things Distributed http://cloudcomputing.sys-con.com Cloud Computing Journal http://blogs.gartner.com/daryl_plummer Daryl Plummer — A member of the Gartner Blog Network http://dealarchitect.typepad.com deal architect http://blogs.zdnet.com/Hinchcliffe Enterprise Web 2.0 | ZDNet.com Amazon Industry Influencer Report 11 conversation@ecairn.com
  12. 12. Offre de Services Influencers Map The map below shows the connections between influencers and magic middle bloggers and provides two main clusters in Red and Blue • The Red cluster includes most of the influencers. • The Blue one does contain several members of the Gartner blog network (analyst). Amazon Industry Influencer Report 12
  13. 13. Offre de Services The overall map of the community is pretty dense and it shows a fairly tightly networked com- munity (in red). Acknowledgements: Data comes from eCairn, Graphs are built with Touchgraph, Tag clouds are built with Wordle. Amazon Industry Influencer Report 13 conversation@ecairn.com

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