Home » Topic Facets: Incident Management

Practitioner Marketing Topic Facets: Incident Management

In the brave new world of DevOps tools, something our customers have come to depend on as part of our practitioner content delivery service is the help we give them 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.

We write the “Topic Facets” 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 are investigating what is driving the conversation on incident management. Incident management is the practice and process of restoring service as quickly as possible after an incident. This encompasses the people and tools for identifying, tracking, analyzing, and responding to incidents that affect secure software operation. Like release management, incident management has been redefined by the agile processes adopted by DevOps.

June 2018 Incident Management — 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.

Re:each Conversation SoV Results from June 2018 for Incident Management

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.


June 2018 Sources that Influenced Topic Selection and SoC for Incident Management

High-Impact Industry News

Industry Blogs to Follow

These blogs are Pure IT, so they deal with all aspects, but touch on incident management:

Top Social Media Influencers to Follow

  • Eric T. Tung Twitter
    • Eric has over 150k followers, and while a content marketer and influencer, he has technical knowledge and expertise.
  • Claire Agutter
    • Not as many followers as the usual influencers that are highlighted here, but Claire is one of the busiest IT Tweeters on the Web.

Practitioner Profile

Incident management and incident response tooling is fairly mature, relative to other tools in the DevOps and IT space. Because of this, finding practitioners is pretty cut and dry. You are looking for Site Reliability Engineers, DevOps Engineers, and IT Managers. They all know the need, the process, and the value of a strong incident management platform. To cover the more bleeding-edge topics and how the technology is evolving, seek out on-call developers—those who work for tech companies where “if you code it, you support it” is part of their job, as well as people who are interested in AIOps, chatbots, and self-healing, who can bring their traditional application and infrastructure support into these bleeding-edge use cases.