Contenu connexe Similaire à BlogWell Dallas Social Media Case Study: BMC Software, presented by Eric T. Tung (20) Plus de SocialMedia.org (20) BlogWell Dallas Social Media Case Study: BMC Software, presented by Eric T. Tung1. 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
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
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