2018 media and influencer analysis of the Cloud Access Security Broker CASB industry. #cybersecurity #communications #SaaS #EnterpriseSoftware #cloudsecurity

1. 2018 MEDIA & INFLUENCER ANALYSIS:
CLOUD ACCESS SECURITY BROKER (CASB)

2. Data
Center
Sensitive
Data
Public Cloud Platform
Security
Controls
Storage
Risk
Management
Architecture
Multi-cloudStrategy
Cryptography
Data
Breaches
Hybrid
Cloud
Encryption
Data
Security
End-to-End
Algorithm
Keys
Backdoors
Quantum
Computing
Authentication
Public
Cloud
Cloud
Storage
Maliciious
Insider
NetworkData Loss
Incident
Response
Email
Machine
Learning
Network
Security Gateway
Cloud Security
Threat Intelligence
MEDIA & INFLUENCER ANALYSIS: CLOUD ACCESS SECURITY BROKER (CASB)
296
274
125
121
119
54
50 42
39 39
38
28 23 22 20 20 17
-5,000
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
0
50
100
150
200
250
300
350
D
arkReading
Z
D
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et
C
SO
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TechR
epublic
TechTarg
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ForbesTechd
irt
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Threatpost
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usiness
Insider
Article Count Resonance
WHAT MEDIA IS DRIVING THE NARRATIVE? WHAT TOPICS ARE RESONATING WITH THE MEDIA?
VOLUME OF COVERAGE BY TOP MEDIA
0
100
200
300
400
500
600
700
1/7/18 2/7/18 3/7/18 4/7/18 5/7/18 6/7/18 7/7/18 8/7/18 9/7/18 10/7/18 11/7/18
Coverage Volume
CLOUD
SECURITY
ENCRYPTION
THREAT
INTEL

3. MEDIA & INFLUENCER ANALYSIS: CLOUD ACCESS SECURITY BROKER (CASB)
WHO IS INFLUENCING THE CONVERSATION?
INFLUENCER TOP MEDIA CONSUMPTION
ERIC VANDERBURG
Cybersecurity, TCDI Cybersecurity, Privacy, and
Tech Leader, Author, Consultant.
Audience Size: 63K
NATE BEACH-WESTMORELAND
Cyber threat analyst focused on state-aligned
adversaries.
Audience Size: 8K
MICHAEL FISHER
Systems Analyst, Tech Evangelist, #CyberSecurity,
#DigitalTransformation, #IoT, #DataScience
Audience Size: 84K
SERGIO CALTAGIRONE
Threat Intelligence Lead, Previous NASA and then
the National Security Agency.
Audience Size: 9K
EDUARD KOVACS
Reporter, SecurityWeek, Wired Business Media
covering data breaches, mobile security.
Audience Size: 16K
JOVI UMAWING
Malware Intelligence Analyst, Malwarebytes
InfoSec researcher | Blogger | Security awareness.
Audience Size: 6K
CIO 1,894 ZDNet 893
DarkReading 1.702 Infoworld 756
CSO Online 1,567 DZone 612
Forbes 1,239 Computer Weekly 534
TechRepublic 956 SecurityWeek 490
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2018-0
1-01
2018-0
2-01
2018-0
3-01
2018-0
4-01
2018-0
5-01
2018-0
6-01
2018-0
7-01
2018-0
8-01
2018-0
9-01
2018-10
-01
2018-11-01
2018-12-0
1
Cloud Security Encryption Threat Intelligence
INLFUENCER TRENDING TOPICS (LAST 6 MONTHS)
KELLY SHERIDAN
Associate Editor, Dark Reading Covers cybersecurity
@darkreading, likes booking flights & running marathons.
Audience Size: 27K
JACOB WILLIAMS
Vulnerability Review Board Member, Peerlyst Founder
@RenditionSec. @RallySecurity.
Audience Size: 180K
CURTIS FRANKLIN
Security Editor, Dark Reading, covering security
technology in enterprise, networking, and government.
Audience Size: 5K

4. MEDIA & INFLUENCER ANALYSIS: CLOUD ACCESS SECURITY BROKER (CASB)
THIS DATA IS IMPORTANT. HERE’S WHY:
TRACKING MEDIA VOLUME AND RESONANCE can help prioritize your media relations strategy in a few different ways. For one,
it might be easy to secure coverage in a publication that writes frequently about a specific topic. Consider this low hanging fruit
resulting in a quick win. Second, you can add more resources to the media publications that have higher resonance with their
readers. The more sharing, engagement and links to the coverage can help you go from measuring just impressions to business
impact.
A QUICK NOTE. While these insights can prove to be valuable, there are additional data points you should consider in
order to maximize your marketing and communications programs - leads & conversions, web traffic, social
engagement, community growth, share of voice, share of coverage and much more.
A DEEP DIVE INTO THE TOPIC ANALYSIS can help you uncover words and language the media uses that you may not have been
aware of. It can inform everything from headlines and bylines, to content published on owned and social media channels. But it
doesn’t stop there. By imitating the media’s usage of language, you instantly become more relevant in the market place (media,
influencers, customers, etc.) and your content will be indexed in Google for the keywords that your audience uses when doing
research in Google.
INFLUENCER MARKETING AND ENGAGEMENT is more than just retweeting and sharing influencer content. It’s more than paying
an influencer to attend an event or write a blog post too. Identifying ”real” influencers and examining their use of social
technology, sharing patterns, media consumption and topical keywords can help drive just about everything you do from a
marketing, communications and content perspective:
• Use the same words they use in bylines, headlines, blog posts, social, web content and yes, press releases (e.g. small nuances
like “Digital Workplace” versus “Digital Workforce” can make a huge difference in relevancy and search engine visibility).
• Pitch the media publications they read/reference the most.
• Engage. Do the basics like following, sharing and retweeting. Also, invest in content partnerships with influencers, target larger
groups of influencers using paid media, or co-collaborate with influencers to create content.

5. MEDIA & INFLUENCER ANALYSIS: CLOUD ACCESS SECURITY BROKER (CASB)
EXPLANATION OF THE
MEDIA DATA
WHAT MEDIA PUBLICATIONS ARE DRIVING THE NARRATIVE?
There are two data points to consider in this analysis–article count
(volume) and resonance. Volume equals the total articles published in the
date range about the specific topic. Resonance equals the corresponding
social interactions (likes, comments, shares in social media, shares in
Reddit and 3rd party inbound links). When an article from a media
publication resonates with readers, they will typically share it in the
channel of their preference.
WHAT TOPICS ARE RESONATING WITH THE MEDIA?
These are the topics most resonating with the media when they cover the
topic analyzed. The larger the box, the larger volume of coverage using
that specific word or phrase. The smaller boxes represent subtopics of the
larger coverage topic.
VOLUME OF COVERAGE BY TOP 10 MEDIA
This is trend data showing the volume of coverage about the given topic
over the last 12 months from the media publications analyzed.
EXPLANATION OF
INFLUENCER DATA
WHO IS INFLUENCING THE CONVERSATION?
This is a sample set of influencers that are driving the conversation
forward (publishing or sharing) about the topic. We use 4 data points to
define and measure influence–reach, relevance, resonance and reference.
• Reach : What is the size of their social community across all digital
channels – blogs, RSS subscribers, published posts, social?
• Relevance : How often do they reference topics and keywords that
define an industry?
• Resonance : When they create content, how far does it travel on the
Internet? Do others engage with it?
• Reference : Are they referenced by other influencers?
INFLUENCER TRENDING TOPICS
This is a trend graph that illustrates the popularity of the core topics and
keywords used by the influencers over time.
INFLUENCER TOP MEDIA CONSUMPTION
This data represents the top media publications consumed, shared and
referenced by the influencers. It tells us what media publications the
influencer read.
Date Range: 2018
For more questions or inquires about this
data, please contact:
MICHAEL BRITO
EVP, DIGITAL & ANALYTCS
MICHAEL.BRITO@ZENOGROUP.COM