blogwell dallas social media case study: bmc software, presented by eric t. tung

SocialMedia.orgVideo Case Studies

Eric T. Tung

Influencer analysis at BMC: A study into cloud-computing influencers

This video is from

BlogWellSan FranciscoJune 20, 2011

socialmedia.org/blogwell

SocialMedia.orgCase Studies

This presentation is from

BlogWellDallas

February 19, 2014socialmedia.org/blogwell

A Study Into Cloud-Computing Influencers

Influencer Analysis at BMC

© Copyright 2/24/2014 BMC Software, Inc 2

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


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


Social Channels

BMC Mainframe

BMC Communities

BMC Services

BMC DevNetwork

BMC CustConnect


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.


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.


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.

Blogs: cloud planning and management News: cloud acquisitions, trends

Top Topics by Channel


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 #3

Rank #1

Rank #4

Rank #7

Rank #6

Rank #9

Rank #8


• This visualization is read from midnight to midnight, clockwise

• 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

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

Top 25 Influencers


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• 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

Reach Out To Follow Closely Keep an Eye On Distribution List Use as Bellwethers

Tier 1 Tier 2 Tier 3 Tier 4 Tier 5

Tiers of Influence


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.

Domains with Most Unique Author-Links

Shared Among Influencers, Past Year

# of Twitter links is 8,644

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Sites Most Interesting to Influencers (by link count)


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.

Analysis Thoughts


Eric T. Tung Social Media Manager BMC Software @EricTTung /in/EricTTung Eric T. Tung [email protected] Or text EricTTung to 50500 for

my sms business card

Thank You!


Learn more at www.bmc.com

Learn more about past and upcoming BlogWells


This video is from

BlogWellSan FranciscoJune 20, 2011


SocialMedia.orgCase Studies

This presentation is from

BlogWellDallas

February 19, 2014socialmedia.org/blogwell

blogwell dallas social media case study: bmc software, presented by eric t. tung

Marketing

cloud influencers

influencers track influencers

bmc software

cloudcomputing influencers

media influencers

industry influencers

employees bmc

news outlets24 influencers