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Topic Facets: Hybrid Cloud

May 31, 2018 - Content Marketing, influencer content marketing, Influencer marketing, Practitioner Marketing, Share of voice - , ,
By: Turner Sblendorio, Chris Riley, Yolanda Fintschenko

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 hybrid cloud. Hybrid cloud is a cloud environment created by a combination of private cloud and third-party, public cloud services, linked together via an orchestration tool.   

April 2018 Hybrid Cloud — 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 topic areas.

The Re:each Share of Conversation Calculation for Hybrid Cloud for April 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.

Core Calculations

  1. 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.
  2. 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:
  • Market
  • Demand Gen
  • Mindshare/Thought Leadership
  1. Find your competition: Competition is derived by identifying the top 4-9 vendors in each conversation based on their SoV in those conversations.
  2. 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.

Domain Expertise

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.

Results from April 2018 that Influenced Topic Selection for Hybrid Cloud

Industry News

  • Forbes article highlighting the “Cloud Wars” between AWS and Microsoft and the growth both achieved in Q1 2018.  
  • Rackspace collaboration with VMware called Private Cloud Everywhere that offers PCaaS (Private Cloud as a Service). The company also launched its “Bare-Metal cloud Offering” to compete with IBM and Oracle.
  • VMware releases vSphere and vSAN to elevate Hybrid Cloud Experience.
  • VMware shares down 1.9% since last earnings report. Source. (Negative news is perhaps one of the strongest impactors of cSOV.)
  • RSA conference 2018 exhibitor recaps for Microsoft and IBM.

Technical Blog Posts

  • TechCrunch wrote about the $10M Sensu funding round to build a robust monitoring system for different operations.
  • TechRepublic announced that Google Cloud Platform added more managed database services to cover the enterprise use case.
  • ZDnet wrote about hyperconvergence with an eye toward education.

Top Social

Microsoft Facebook Page

The NextWeb Twitter account

  • Frequent and relevant Tweets; two million followers.

Rich Simmonds Twitter  

  • Influencer. Highest reach for non-company social page.

Practitioner Profile

Hybrid cloud is a term mostly reserved for enterprises, because most of the time the need for hybrid cloud is predicated on scale and security—something almost all enterprises have to face. For this reason, the practitioner ideal for producing hybrid cloud content is one who has operational and development experience in the enterprise. It’s also important in this case to bring in practitioners from the IT side of the house, and perhaps even ones that are not pro-public cloud. The target persona may have experience with multiple hybrid cloud environments, especially when a chief influencer. They may begrudgingly support public cloud initiatives as long as there are strong hybrid tools for support.

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