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SocialMedia.org
Video Case Studies

SocialMedia.org
This video is from
Case Studies

BlogWell
San Francisco
June 20, 2011

socialmedia.org/blogwell
This presentation is from

BlogWell
Dallas
February 19, 2014
socialmedia.org/blogwell

Eric T. Tung
Influencer analysis at BMC: A study
into cloud-computing influencers
Influencer Analysis at BMC
A Study Into Cloud-Computing Influencers
Social Influencer Analysis for Cloud
BMC Social Channels
Meme & Muse Influencer Analysis
Categorizing Top 50 Influencers by Outlets
Analyzing Top 25 Influencers’ Channels

Tiers of Influence and Most Popular Outlets
Additional Thoughts

© Copyright 2/24/2014 BMC Software, Inc

2
Who is BMC?
Founded in 1980.
BMC is the 20th largest software company in the world
Around 6,900 employees
BMC sells software used for
-

IT Service Management
Data Center Automation
Performance Management
Virtualization Lifecycle Management
Cloud Computing Management

Around 450 individual applications

© Copyright 2/24/2014 BMC Software, Inc

3
Social Channels

BMC
Mainframe

BMC
Communities
BMC
CustConnect
BMC
DevNetwork
BMC
Services

© Copyright 2/24/2014 BMC Software, Inc

4
What Were We Looking For?
Determine top industry influencers
Find influencers particularly influential among influencers
Track influencers to determine what they think are trends
Gauge influencers’ social status

Find which outlets and websites are most popular among influencers
Klout isn’t good enough.

© Copyright 2/24/2014 BMC Software, Inc

5
What We Found Out: Key Players in Cloud
Two influencers lead the Cloud conversation in media – writing many
Cloud-relevant articles and also linked to by other influencers.
The Top 50 media influencers are mostly all that matter, as total
influence is concentrated to them (86.43% Total Influence).
Two influencers are both high on the influencer list, as well as
notably influential to other top influencers.
Even though one particular influencer is ranked #17 on the list, we
recommended engaging him whenever possible due to his reach
within the IT trade channels.

© Copyright 2/24/2014 BMC Software, Inc

6
Top 50 Influencers
•

26 influencers from news outlets

•

24 influencers write primarily for blogs

•

The Cloud conversation is split between
blog and news outlets
• Many top blog and news outlets have
more than one of the top 50 Cloud
influencers writing for them – indicating
the prevalence of the Cloud
conversation throughout many tech
sub-topics.
• While both blog and news outlets cover
trends within the major Cloud service
providers, blogs provide more targeted
information for those who are in the
planning or running stages of Cloud
development.

© Copyright 2/24/2014 BMC Software, Inc

Top Topics by Channel
Blogs: cloud planning and management
News: cloud acquisitions, trends

7
Top 50 Influencer Authors & Their Outlets
•

These top 50
influencers represent
83.62% of the total
influence of all
authors in the Meme.

Rank #10

Rank #2

Rank #5

Rank #4

Rank #6

Rank #7
Rank #3
Rank #9
Rank #8
Rank #1

© Copyright 2/24/2014 BMC Software, Inc

8
Top 25 Influencers
•

•

The first wedge represents
the Meme’s top influencer

•

Bars represent channel
scores

•

Petals represent overall
scores

•

Channel scores are often
higher than influencer
scores

•

© Copyright 2/24/2014 BMC Software, Inc

This visualization is read
from midnight to midnight,
clockwise

If an influencer has good
social presence but low
overall relevance, their
social channel scores may
be greater than their
overall influence
9
Tiers of Influence
•

This graph represents all 262 of the Meme authors, divided into
tiers of influence and ranked by Meme Score

•

The top two tiers contain the top 66 authors, and are the most
influential authors on this topic

•

The long tail of this graph shows that few authors are both
relevant and influential on this topic; the majority of authors who
create content for this space are either creating little relevant
content, or are sharing their content with a very small audience
Tier 1

Tier 2

Tier 3

Tier 4

Tier 5

100
80
60
40
20
0

Tier 1

Tier 2

Tier 3

Tier 4

Tier 5

Reach Out To

Follow Closely

Keep an Eye On

Distribution List

Use as Bellwethers

© Copyright 2/24/2014 BMC Software, Inc

10
Number of Links

3000
2500
2000
1500
1000
500
0
twitter.com
siliconvalley.com
facebook.com
markets.financialcontent.com
en.wikipedia.org
dealmac.com
247wallst.dailyfinance.com
infocus.emc.com
youtube.com
condenast.com
flickr.com
plus.google.com
shutterstock.com
ibm.com
google.com
bloomberg.com
microsoft.com
play.google.com
online.wsj.com
linkedin.com
venturebeat.com
melaniepinola.kinja.com
reuters.com
apps.microsoft.com
nytimes.com
itunes.apple.com
amazon.com
adachis.kinja.com
oracle.com
arstechnica.com
crunchbase.com
wpengine.zendesk.com
wpengine.wordpress.com
allthingsd.com
forbes.com
reddit.com
wikibon.org
apple.com
wired.com
techcrunch.com
news.cnet.com
gigaom.com
gartner.com
gamesbeat2013-…
zdnet.com
fbo.gov
aws.amazon.com
computerworld.com
cloudcomputingexpo.com
dell.com

Sites Most Interesting to Influencers (by link count)
Influencers link primarily to social networks (Twitter, Facebook,
YouTube, Google Plus) indicating that they are heavily reliant on
social media.

SiliconValley.com is also most shared among these group of
influencers, making it an outlet of importance.
# of Twitter links is 8,644

© Copyright 2/24/2014 BMC Software, Inc

Domains with Most Unique Author-Links
Shared Among Influencers, Past Year

11
Analysis Thoughts
Thought Leaders vs. Conversation Leaders:
- Some individuals who may be regarded as thought leaders in
this space do not rank well in our Meme. Why is this?



Thought leadership is not the same as digital influence.
To be influential, an individual must be currently active within a
conversation.

Highlights from the Muse Analysis:
- Among influencers, reputation and credibility of certain
authors become evident.
- Authors who can serve as megaphones for content on the
topic also become evident.

© Copyright 2/24/2014 BMC Software, Inc

12
Thank You!

Eric T. Tung
Social Media Manager
BMC Software
@EricTTung
/in/EricTTung
Eric T. Tung

Eric_Tung@bmc.com
Or text EricTTung to 50500 for
my sms business card

© Copyright 2/24/2014 BMC Software, Inc

13
Learn more at www.bmc.com
© Copyright 2/24/2014 BMC Software, Inc

14
SocialMedia.org
This video is from
Case Studies

BlogWell
San Francisco
June 20, 2011

Learn more about past and
upcoming BlogWells

socialmedia.org/blogwell
This presentation is from

BlogWell
Dallas
February 19, 2014
socialmedia.org/blogwell

socialmedia.org/blogwell

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BlogWell Dallas Social Media Case Study: BMC Software, presented by Eric T. Tung

  • 1. SocialMedia.org Video Case Studies SocialMedia.org This video is from Case Studies BlogWell San Francisco June 20, 2011 socialmedia.org/blogwell This presentation is from BlogWell Dallas February 19, 2014 socialmedia.org/blogwell Eric T. Tung Influencer analysis at BMC: A study into cloud-computing influencers
  • 2. Influencer Analysis at BMC A Study Into Cloud-Computing Influencers
  • 3. Social Influencer Analysis for Cloud BMC Social Channels Meme & Muse Influencer Analysis Categorizing Top 50 Influencers by Outlets Analyzing Top 25 Influencers’ Channels Tiers of Influence and Most Popular Outlets Additional Thoughts © Copyright 2/24/2014 BMC Software, Inc 2
  • 4. Who is BMC? Founded in 1980. BMC is the 20th largest software company in the world Around 6,900 employees BMC sells software used for - IT Service Management Data Center Automation Performance Management Virtualization Lifecycle Management Cloud Computing Management Around 450 individual applications © Copyright 2/24/2014 BMC Software, Inc 3
  • 6. What Were We Looking For? Determine top industry influencers Find influencers particularly influential among influencers Track influencers to determine what they think are trends Gauge influencers’ social status Find which outlets and websites are most popular among influencers Klout isn’t good enough. © Copyright 2/24/2014 BMC Software, Inc 5
  • 7. What We Found Out: Key Players in Cloud Two influencers lead the Cloud conversation in media – writing many Cloud-relevant articles and also linked to by other influencers. The Top 50 media influencers are mostly all that matter, as total influence is concentrated to them (86.43% Total Influence). Two influencers are both high on the influencer list, as well as notably influential to other top influencers. Even though one particular influencer is ranked #17 on the list, we recommended engaging him whenever possible due to his reach within the IT trade channels. © Copyright 2/24/2014 BMC Software, Inc 6
  • 8. Top 50 Influencers • 26 influencers from news outlets • 24 influencers write primarily for blogs • The Cloud conversation is split between blog and news outlets • Many top blog and news outlets have more than one of the top 50 Cloud influencers writing for them – indicating the prevalence of the Cloud conversation throughout many tech sub-topics. • While both blog and news outlets cover trends within the major Cloud service providers, blogs provide more targeted information for those who are in the planning or running stages of Cloud development. © Copyright 2/24/2014 BMC Software, Inc Top Topics by Channel Blogs: cloud planning and management News: cloud acquisitions, trends 7
  • 9. Top 50 Influencer Authors & Their Outlets • These top 50 influencers represent 83.62% of the total influence of all authors in the Meme. Rank #10 Rank #2 Rank #5 Rank #4 Rank #6 Rank #7 Rank #3 Rank #9 Rank #8 Rank #1 © Copyright 2/24/2014 BMC Software, Inc 8
  • 10. Top 25 Influencers • • The first wedge represents the Meme’s top influencer • Bars represent channel scores • Petals represent overall scores • Channel scores are often higher than influencer scores • © Copyright 2/24/2014 BMC Software, Inc This visualization is read from midnight to midnight, clockwise If an influencer has good social presence but low overall relevance, their social channel scores may be greater than their overall influence 9
  • 11. Tiers of Influence • This graph represents all 262 of the Meme authors, divided into tiers of influence and ranked by Meme Score • The top two tiers contain the top 66 authors, and are the most influential authors on this topic • The long tail of this graph shows that few authors are both relevant and influential on this topic; the majority of authors who create content for this space are either creating little relevant content, or are sharing their content with a very small audience Tier 1 Tier 2 Tier 3 Tier 4 Tier 5 100 80 60 40 20 0 Tier 1 Tier 2 Tier 3 Tier 4 Tier 5 Reach Out To Follow Closely Keep an Eye On Distribution List Use as Bellwethers © Copyright 2/24/2014 BMC Software, Inc 10
  • 12. Number of Links 3000 2500 2000 1500 1000 500 0 twitter.com siliconvalley.com facebook.com markets.financialcontent.com en.wikipedia.org dealmac.com 247wallst.dailyfinance.com infocus.emc.com youtube.com condenast.com flickr.com plus.google.com shutterstock.com ibm.com google.com bloomberg.com microsoft.com play.google.com online.wsj.com linkedin.com venturebeat.com melaniepinola.kinja.com reuters.com apps.microsoft.com nytimes.com itunes.apple.com amazon.com adachis.kinja.com oracle.com arstechnica.com crunchbase.com wpengine.zendesk.com wpengine.wordpress.com allthingsd.com forbes.com reddit.com wikibon.org apple.com wired.com techcrunch.com news.cnet.com gigaom.com gartner.com gamesbeat2013-… zdnet.com fbo.gov aws.amazon.com computerworld.com cloudcomputingexpo.com dell.com Sites Most Interesting to Influencers (by link count) Influencers link primarily to social networks (Twitter, Facebook, YouTube, Google Plus) indicating that they are heavily reliant on social media. SiliconValley.com is also most shared among these group of influencers, making it an outlet of importance. # of Twitter links is 8,644 © Copyright 2/24/2014 BMC Software, Inc Domains with Most Unique Author-Links Shared Among Influencers, Past Year 11
  • 13. Analysis Thoughts Thought Leaders vs. Conversation Leaders: - Some individuals who may be regarded as thought leaders in this space do not rank well in our Meme. Why is this?   Thought leadership is not the same as digital influence. To be influential, an individual must be currently active within a conversation. Highlights from the Muse Analysis: - Among influencers, reputation and credibility of certain authors become evident. - Authors who can serve as megaphones for content on the topic also become evident. © Copyright 2/24/2014 BMC Software, Inc 12
  • 14. Thank You! Eric T. Tung Social Media Manager BMC Software @EricTTung /in/EricTTung Eric T. Tung Eric_Tung@bmc.com Or text EricTTung to 50500 for my sms business card © Copyright 2/24/2014 BMC Software, Inc 13
  • 15. Learn more at www.bmc.com © Copyright 2/24/2014 BMC Software, Inc 14
  • 16. SocialMedia.org This video is from Case Studies BlogWell San Francisco June 20, 2011 Learn more about past and upcoming BlogWells socialmedia.org/blogwell This presentation is from BlogWell Dallas February 19, 2014 socialmedia.org/blogwell socialmedia.org/blogwell