This presentation covers best practices from studying the 100 most social Big Data companies, including Aerospike, Couchbase, Cloudera, HortonWorks, SAP, SAS, Splunk, and many others.

1. THE 100 MOST SOCIAL BIG DATA COMPANIES:
CONTENT MARKETING BEST PRACTICES
100 COMPANIES
600+ BLOG POSTS, VIDEOS, AND SLIDESHARES
5707 TWEETS
FIRST QUARTER 2013
DAVID FEINLEIB
THE BIG DATA GROUP, LLC
thebigdatagroup.com Copyright © 2013 The Big Data Group, LLC bigdatalandscape.com

2. Study Goals
Web Browser Market Share
• Benchmark Big Data industry usage
of social media marketing
• Enable vendors to improve
marketing effectiveness based on
best practices
• Leverage previously unavailable data
sources to provide market insights
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3. Key Findings
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Big Data vendors can
achieve significant Big Data companies underutilize social media and content marketing.
marketing advantage Companies averaged 4 blog posts per month and only 8.7% used SlideShare.
through social media
and content
marketing • Companies are highly active on Twitter
• Most prolific company tweeted 663 times
• Marketers underutilize other channels: only
8.7% use SlideShare and 30.7% use YouTube
• Average of 4 blog posts per month
• More than half did not leverage YouTube or
SlideShare at all during the study period
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4. Study Data
Web Browser Market Share
• 100 companies
• 600+ blog posts, videos, and
SlideShares
• 5,707 tweets
• Measured Jan 1 - 31, 2013
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5. Use Of Social Marketing Channels
Web Browser Market Share
Companies should Companies are most active on Twitter, with 81.6% of companies using the service
combine social media for online marketing. Only 8.7% of companies took advantage of SlideShare.
with diverse content
marketing for highest
impact
81.6%
58.7%
30.8%
8.7%
Twitter Blogs YouTube SlideShare
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6. Top 20 Big Data Companies by Social Presence
Web Browser Market Share
Only 10 companies in
On a normalized basis, Couchbase, SAP, Informatica, and SAS led the way in online
the study can be
social presence. Only 10 companies in the study achieved a score over 50.
considered highly
active in social and Normalized Score
content marketing Couchbase
SAP
Informatica
SAS
LexisNexis
Cetas
Splunk
TIBCO
Alteryx
Cloudera
Visual.ly
Hortonworks
10gen
Kognitio
Opera
Greenplum
QlikView
BloomReach
InfoChimps
Datameer
0 25 50 75 100
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7. Normalization Approach
Web Browser Market Share
We evaluated a variety of social media and content marketing factors to rank the
companies in the study.
• We evaluated the number of tweets, blog
posts,YouTube videos, and SlideShares
from each company during the study
period
• The overall normalized score is based on
a combination of these factors,
normalized on a scale of 1 - 100
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8. Top 20 Big Data Companies By Tweets
Web Browser Market Share
Twitter was the most
Big Data companies are actively using Twitter to promote their brands. The
used marketing
average company tweets 28 times per month.
platform of the
channels we
LexisNexis 663
evaluated
Opera 406
SAS 282
Kognitio 211
10gen 156
Cetas 147
BloomReach 145
Visual.ly 143
Datameer 136
Mortar 131
Recommind 129
DataSift 124
Inrix 119
Alteryx 113
Autonomy 109
QlikView 102
MSSQL 97
TIBCO 92
Oracle 91
Greenplum 89
0 175 350 525 700
Tweets
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9. Top 20 Big Data Companies By Blog Posts
Web Browser Market Share
Publishing blog Only 10 companies published more than 10 blog posts per month, during the
posts consistently study period. The average company publishes just 4 blog posts per month.
remains challenging
for most companies Informatica 27
TIBCO 18
Visual.ly 17
Cloudera 17
Hortonworks 15
SAS 14
10gen 13
Splunk 13
Alteryx 12
Greenplum 12
Cetas 10
GoodData 10
SAP 10
QlikView 9
Couchbase 9
InfoChimps 9
Tableau 9
MarkLogic 9
MySql 9
BloomReach 8
0 8 15 23 30
Blog Posts
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10. Top 20 Big Data Companies By YouTube Videos
Web Browser Market Share
Nearly three quarters Less than a third of the study group took advantage of YouTube as a content
of companies could marketing channel. Fewer than half the companies posted videos on YouTube.
benefit from using
YouTube for content SAP 51
Couchbase 20
marketing SAS 18
Inrix 12
Splunk 11
TIBCO 9
Hortonworks 9
Datameer 9
Birst 9
Tableau 6
Aerospike 4
MSSQL 4
Pentaho 4
Informatica 3
QlikView 3
Saffron 3
Atigeo 3
Alteryx 2
Mortar 2
Autonomy 2
0 15 30 45 60
YouTube Videos
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11. Top Big Data Companies By SlideShares
Web Browser Market Share
More than 90% of Just 8.7% of companies in the study group took advantage of SlideShare for
companies could content marketing. The study group posted only 29 Slideshares in total.
benefit from adding
SlideShare to their
content marketing Couchbase 10
mix Cetas 4
Alteryx 3
Kognitio 3
Splunk 2
Informatica 2
Cloudera 2
Datastax 2
InfoChimps 1
0 3 5 8 10
SlideShares
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12. Percentage Of Companies By Marketing Channel
Web Browser Market Share
With a little work,
companies can Twitter Blogging
significantly stand
out online from their
peers No
14.4%
No
41.3% Yes
Yes 58.7%
85.6%
YouTube SlideShare
Yes
Yes 8.7%
30.8%
No
69.2% No
91.3%
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13. Top Reasons Vendors Don’t Use Content Marketing
Web Browser Market Share
Many reasons buyers
Vendors perceive content production to be expensive and time-consuming, remaining
cite for not focused on traditional marketing activities. Some haven’t yet adopted a “media” mindset.
purchasing reserved
instances prove
financially unsound
• Perceive content production as time-
consuming and costly
• Difficult to create content across
multiple channels
• Haven’t yet adopted “media” mindset
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14. Future Topics
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Best practices for
workflows, hiring, In future studies we may look at other content marketing channels as well as best
and tools are suitable practices for content production workflows, hiring, and tools.
topics for future
studies
• Guest blog posts, LinkedIn, Facebook,
and other channels
• Content production workflows and
approaches
• Best practices for hiring and tools
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15. Marketing Recommendations For Vendors
Web Browser Market Share
Vendors can achieve
significant benefit by
diversifying their
• Combine social media with content marketing
content marketing
channels • Sharing fresh content like posts, slides, and
videos more effective than tweets alone
• Diversify content marketing channels
• Stand out from the competition by using
SlideShare,YouTube, and blogs
• Communicate core content in multiple forms
across multiple channels
• Produce shorter pieces with higher frequency
• Short videos, slideshows, and posts are
easier to create and more effective
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16. For More Information
Web Browser Market Share
David Feinleib
dave@thebigdatagroup.com
THE BIG DATA GROUP
The Big Data Group works with technology vendors and
buyers. We consult on marketing strategy and
implementation and on market research.
The Big Data Group produces The Big Data
Landscape, Big Data Trends, Big Data TV, and The Big
Data 100.
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