Producing expert-written content for highly technical markets is our strength. However, something our customers have come to depend on as part of that service is help with developing topics for their blogs and longer-form content marketing assets. We certainly encourage you to develop your own topic strategy. However, part of our partnership with our customers involves helping them generate a topic for each piece of practitioner-written content we deliver to them.
We write this series to help our customers and marketing managers look under the hood to discover how we develop topics using SoV and SoC as metrics. We always begin with SoV calculations for specific conversations, and then use that data to inform our topic selection.
Today, we take a look at which tech companies are moving the needle in digital transformation. Digital transformation refers to the change in approach that companies have to take in business and organizational activities, processes, competencies and models to fully leverage the digital technologies available. Tech companies are driving that change, so we looked at the software-as-a-service companies dominating the conversation in May of 2018.
May 2018 Digital Transformation — Conversation Topic Interest Over Time by Google Trends
A Metrics-First Approach
Our approach to determining topics within this conversation begins and ends with a share of voice (SoV) calculation, which ultimately gives us an idea of a vendor’s share of this conversation (SoC). Our share of voice methodology is described in some detail in a variety of places, but here is a quick summary:
Share of conversation is the percentage of any specific conversation you own. SoC is more precise because it looks at specific conversations within a market versus focusing only on global SoV compared to competitors. While it’s interesting to know how your brand or product is doing in the world of all products, you can make the greatest impact by going local with specific conversations.
Digital Transformation trends for May 2018
Below, we will dig deeper into why the results were the way they were.
Fixate’s Re:each platform has algorithms which derive conversation share of voice across traditional and social media. The phases of calculation are data collection, normalization, and interpretation. We can’t give you the secret sauce, but we can give you an idea of how we do it.
Re:each Conversation SoV Results from May 2018 for Digital Transformation
- Identify your place: Identify specific keywords and concepts associated with your brand and product based on those concepts that appear the most in all conversations you participate in.
- Determine your conversations: From there, the concepts are applied across a body of sources in order to identify the three conversations which are most relevant to you. For each vendor, there are three types of conversations identified:
- Demand Gen
- Mindshare/Thought Leadership
- Find your competition: Competition is derived by identifying the top 4-9 vendors in each conversation based on their SoV in those conversations.
- Determining relevant topics: Topic suggestions are derived from entity/concept extraction of content that was most prevalent in each conversation selected over the set period of time. Those concepts that had the greatest reach in that conversation are weighted and end up as the core elements of a suggestion.
Data is collected from traditional social media sources as well as trusted media sources for each broad market. Weight is put on content based on the source it came from using a proprietary algorithm. Currently, calculations are done at the end of each month for the entire month’s worth of data.
The machine learning used in SoV is human-supervised (Human-in-the-Loop). SoV calculations can be fully automated; however, topic suggestions are subject to language challenges, and domain expertise based on raw data collection. Domain experts validate SoV calculations, and reformulate raw entity extraction on top-performing content in each conversation to build coherent topic suggestions.
May 2018 Sources that Influenced Topic Selection and SoC for Digital Transformation
- Major publications are all-in on digital transformation and its effects on business. Forbes, Business Insider and many others ran several articles for the month highlighting industry leaders and best practices. An example: “ServiceNow, Workday And Salesforce Are Driving Digital Transformation” (Forbes, May 29)
- Forbes also released its annual list (the fourth version) of the top Digital Transformation and Innovative companies. The top three were ServiceNow, Workday, and Salesforce, in that order.
- Spending on CRM applications is expected to soar in upcoming months, according to the research firm Cowen. This bodes well for CRM giant Salesforce.com.
Industry Blogs to Follow
Apart from traditional media, these blogs are a must-read for up-to-date industry practices, and they come from a specialized perspective.
- The US’s 12th most popular website (according to similarweb) has several communities that discuss digital transformation. The community-oriented website relies on an upvote/downvote system to push interesting or popular stories into the public eye. For an emerging and highly technical page, check out r/digitaltransformation.
- Digitalist Magazine
- With nearly 300k views a month, this SAP-owned blog provides valuable information for CIOs and researchers alike.
- As indicated by its name, this publication is geared towards the top information decision-makers for the world’s leading companies.
- Marc Benioff Twitter
- What better place to find out about digital transformation trends than from the Twitter feed of the CEO of a company that is leading the charge?
- Jim Cramer Twitter
- The personal account for the host of CNN’s MadMoney
- Dr. Amarendra Bhushan Dhiraj twitter
- The CEO and editor of CEO magazine, Dr. Amarendra tweets extensively about the revolution occurring with digital transformation.
Unlike previous facets, where the practitioner was implementing specific technology, in the case of digital transformation, implementation happens at a much broader level. Digital transformation is a combination of technology, culture, and process. Digital transformation is focused on the business value brought by leveraging modern IT tool sets. For that reason, you won’t have the same type of practitioner produce the content. There are two types of digital transformation practitioners. The first is business users. The second is IT professionals who implement it. The business user must have enough technical knowledge to understand the impact of the technology being used, and the IT professional must have enough business knowledge to be supportive of and understand the gains to be made with digital transformation. Every piece of content they produce will have an element of how implementing the technology being discussed will improve the business.