BlogWell Dallas Social Media Case Study: BMC Software, presented by Eric T. Tung
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In his BlogWell Dallas presentation, BMC Software's Social Media Manager, Eric T. Tung, shares how they cultivate their influencer communities to help them sell more and faster. He explains the qualities they look for, how they track them, and how they distinguish top influencers in their industry.
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BlogWell Dallas Social Media Case Study: BMC Software, presented by Eric T. Tung
- 1. 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
- 2. 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
- 5. Social Channels BMC Mainframe BMC Communities BMC CustConnect BMC DevNetwork BMC Services © Copyright 2/24/2014 BMC Software, Inc 4
- 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
- 12. Number of Links 3000 2500 2000 1500 1000 500 0 twitter.com siliconvalley.com facebook.com markets.financialcontent.com en.wikipedia.org dealmac.com 247wallst.dailyfinance.com infocus.emc.com youtube.com condenast.com flickr.com plus.google.com shutterstock.com ibm.com google.com bloomberg.com microsoft.com play.google.com online.wsj.com linkedin.com venturebeat.com melaniepinola.kinja.com reuters.com apps.microsoft.com nytimes.com itunes.apple.com amazon.com adachis.kinja.com oracle.com arstechnica.com crunchbase.com wpengine.zendesk.com wpengine.wordpress.com allthingsd.com forbes.com reddit.com wikibon.org apple.com wired.com techcrunch.com news.cnet.com gigaom.com gartner.com gamesbeat2013-… zdnet.com fbo.gov aws.amazon.com computerworld.com cloudcomputingexpo.com dell.com Sites Most Interesting to Influencers (by link count) 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. # of Twitter links is 8,644 © Copyright 2/24/2014 BMC Software, Inc Domains with Most Unique Author-Links Shared Among Influencers, Past Year 11
- 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