2018 media and influencer analysis of the Managed Security Services industry (MSSs)

1. 2018 MEDIA & INFLUENCER ANALYSIS:
MANAGED SECURITY SERVICES (MSS)

2. Data Security
Data Center
Remote
Access
Threat
Detection
Data
Breaches
Machine
Learning
Mobile
Devices
SOC
Monitoring
secops
Incident
Response
Security
Services
Solutions
Detect &
Response
CIO
Disaster
Recovery Healthcare
Public
Cloud
Systems
Integration
Cloud
Services
IoT Apps
SOC
Hybrid
Cloud
Access
Control
Security
Gateways
Endpoint
Security
Network Security
Business
Transformation
MSPs
MEDIA & INFLUENCER ANALYSIS: MANAGED SECURITY SERVICES (MSS)
98
39
26 25 23
12 11
8 7 4 4 3 3 3 2 2
0
200
400
600
800
1000
1200
1400
1600
1800
2000
0
20
40
60
80
100
120
C
hannel2e
Z
D
N
et
C
hannelFutures
TechTarg
et
C
R
N
Forbes
C
IO
C
SO
O
nlineB
loom
berg
B
usiness
InsiderB
leep
ing…
Entrep
reneur
Threatpost
D
ark
R
ead
ing
M
IT
Tech
Review
V
entureB
eat
Article Count Resonance
WHAT MEDIA IS DRIVING THE NARRATIVE? WHAT TOPICS ARE RESONATING WITH THE MEDIA?
VOLUME OF COVERAGE BY TOP MEDIA
0
500
1000
1500
2000
2500
3000
3500
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
MSPS NETWORK
SECURITY
SOCDATA
SECURITY

3. MEDIA & INFLUENCER ANALYSIS: MANAGED SECURITY SERVICES (MSS)
WHO IS INFLUENCING THE CONVERSATION?
INFLUENCER TOP MEDIA CONSUMPTION
JOE PANETTIERI
Executive VP and Content Czar, MSSP Alert Co-
founder & editor: @ChannelE2E, @MSSPAlert.
Audience Size: 12K
JOVI UMAWING
Malware Intelligence Analyst, Malwarebytes InfoSec
researcher | Blogger | Security awareness.
Audience Size: 6K
JEFF POLLARD
Principal Analyst, Forrester Research covering
#infosec, #cybersecurity, #privacy.
Audience Size: 1K
VISHAL SHARMA
Author, Beginning Elastic Stack Hacker, Hustler,
Security expert, #Security #infosec #appsec.
Audience Size: 5K
KELLY LUM
Security Engineer, Spotify Product and Application
@NYU_CSE AppSec professor by night.
Audience Size: 120K
MICHAEL VIZARD
Editorial Director, IT Business Edge, DevOps.com,
Container Journal, Security Boulevard, Insights.
Audience Size: 9K
ZDnet 1,341 BleepingComputer 623
Threatpost 1,329 Dark Reading 490
CSO Online 1,265 CRN 349
Cyberscoop 941 The Hacker News 276
MSSPAlert 841 HelpNetSecurity 241
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 Data Security Network Security Firewall Security Managed Services
INLFUENCER TRENDING TOPICS (LAST 6 MONTHS)
CATALIN CIMPANU
Web & Security News Editor, Bleeping Computer LLC +++
Security News for ZDNet.
Audience Size: 29K
BRIAN KREBS
Reporter and Publisher, Internet Security and Cybercrime,
Krebs on Security LLC Independent investigative
journalist. Author of 'Spam Nation', a NYT bestseller.
Audience Size: 270K
KELLY SHERIDAN
Associate Editor, Dark Reading Covers cybersecurity
@darkreading
Audience Size: 27K

4. MEDIA & INFLUENCER ANALYSIS: MANAGED SECURITY SERVICES (MSS)
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: MANAGED SECURITY SERVICES (MSS)
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