2018 media and influencer analysis of the Meeting Solutions & the Video Conferencing industry. #UCaaS

1. MARKET SUMMARY & ANALYSIS:
UNIFIED COMMUNICATIONS

2. Customer
Service
CRM
Agents Technology
Cloud Tech CCaaS PBX
Cloud
AI IoT
Blockchain Business
Enterprise
Network
MBPS
Fiber
Fiber
Optics
MPLSEthernet Telecom
Cloud
Computing
Contact
Center
Solution Platform
UCaaS
Cloud
Communications CCaaS AI
Data Center Network
Contact Center Platform
MEDIA & INFLUENCER ANALYSIS: UNIFIED COMMUNICATIONS
119
105
14 13
7 6 5 3 2 1 1
-2,000
0
2,000
4,000
6,000
8,000
10,000
12,000
0
20
40
60
80
100
120
140
Z
D
N
et
TechTarg
etTechC
runch
Forbes
N
etw
ork
W
o
rld
V
entureB
eat
B
usiness
Insider
W
SJ
B
loom
berg
W
IR
ED
N
Y
T
im
es
Article Count Resonance
WHAT MEDIA IS DRIVING THE NARRATIVE? WHAT TOPICS ARE RESONATING WITH THE MEDIA?
VOLUME OF COVERAGE BY TOP MEDIA
0
20
40
60
80
100
120
1/7/18 2/7/18 3/7/18 4/7/18 5/7/18 6/7/18 7/7/18 8/7/18 9/7/18 10/7/18 11/7/18
Coverage Volume
CONTACT
CENTER
PLATFORM
NETWORK UCASSCLOUD

3. MEDIA & INFLUENCER ANALYSIS: UNIFIED COMMUNICATIONS
WHO IS INFLUENCING THE CONVERSATION?
INLFUENCER TRENDING TOPICS (LAST 6 MONTHS) INFLUENCER TOP MEDIA CONSUMPTION
RICH TEHRANI
CEO, TMCnet interested in UC, Cloud, IoT,
Blockchain, UCaaS, VoIP, CRM
Audience Size: 25K
SHEILA MCGEE SMITH
President & Principal Analyst, McGee-Smith
enterprise communications industry analyst.
Audience Size: 13K
BOB FERNEKEES
Vice President, Information Today, Inc and
publisher of CRM magazine.
Audience Size: 12K
BLAIR PLEASANT
Co-Founder, UCStrategies.com unified
communications & contact center industry analyst.
Audience Size: 12K
JOHN SHELPER
Writer and Publisher, Telexplainer interested n
telecom, cloud computing and business comms.
Audience Size: 11K
SUSAN HASH
Editor, Contact Center Pipeline interested in
Customer Care and CX management & trends.
Audience Size: 10K
IRWIN LAZAR
VP & Analyst, Nemertes Research covering unified
communications, transformation & digital workplace,
Audience Size: 7K
EDWARD GATELY
Contributing Editor, Channel Partners Online and News
editor for Channel Futures.
Audience Size: 3K
GINA NARCISI
Senior Editor, The Channel Company Editor covering
telecom & public cloud services for @TheChannelCo
Audience Size: 3K
TechCrunch 1,884 Contact Center Pipeline 1,325
VentureBeat 1,798 Channel Partners 1,322
CNBC 1,615 Bloomberg 1,271
The Verge 1,523 Forbes 1,023
CNET 1,461 Business Insider 933
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2018-0
1-01
2018-0
2-01
2018-0
3-01
2018-0
4-01
2018-0
5-01
2018-0
6-01
2018-0
7-01
2018-0
8-01
2018-0
9-01
2018-10
-01
2018-11-01
2018-12-0
1
Contact Center Business VoiP Unified
Communications
Workplace
Transformation

4. MEDIA & INFLUENCER ANALYSIS: UNIFIED COMMUNICATIONS
THIS DATA IS IMPORTANT. HERE’S WHY:
TRACKING MEDIA VOLUME AND RESONANCE can help prioritize your media relations strategy in a few different ways. For one,
it might be easy to secure coverage in a publication that writes frequently about a specific topic. Consider this low hanging fruit
resulting in a quick win. Second, you can add more resources to the media publications that have higher resonance with their
readers. The more sharing, engagement and links to the coverage can help you go from measuring just impressions to business
impact.
A QUICK NOTE. While these insights can prove to be valuable, there are additional data points you should consider in
order to maximize your marketing and communications programs - leads & conversions, web traffic, social
engagement, community growth, share of voice, share of coverage and much more.
A DEEP DIVE INTO THE TOPIC ANALYSIS can help you uncover words and language the media uses that you may not have been
aware of. It can inform everything from headlines and bylines, to content published on owned and social media channels. But it
doesn’t stop there. By imitating the media’s usage of language, you instantly become more relevant in the market place (media,
influencers, customers, etc.) and your content will be indexed in Google for the keywords that your audience uses when doing
research in Google.
INFLUENCER MARKETING AND ENGAGEMENT is more than just retweeting and sharing influencer content. It’s more than paying
an influencer to attend an event or write a blog post too. Identifying ”real” influencers and examining their use of social
technology, sharing patterns, media consumption and topical keywords can help drive just about everything you do from a
marketing, communications and content perspective:
• Use the same words they use in bylines, headlines, blog posts, social, web content and yes, press releases (e.g. small nuances
like “Digital Workplace” versus “Digital Workforce” can make a huge difference in relevancy and search engine visibility).
• Pitch the media publications they read/reference the most.
• Engage. Do the basics like following, sharing and retweeting. Also, invest in content partnerships with influencers, target larger
groups of influencers using paid media, or co-collaborate with influencers to create content.

5. MEDIA & INFLUENCER ANALYSIS: UNIFIED COMMUNICATIONS
EXPLANATION OF THE
MEDIA DATA
WHAT MEDIA PUBLICATIONS ARE DRIVING THE NARRATIVE?
There are two data points to consider in this analysis–article count
(volume) and resonance. Volume equals the total articles published in the
date range about the specific topic. Resonance equals the corresponding
social interactions (likes, comments, shares in social media, shares in
Reddit and 3rd party inbound links). When an article from a media
publication resonates with readers, they will typically share it in the
channel of their preference.
WHAT TOPICS ARE RESONATING WITH THE MEDIA?
These are the topics most resonating with the media when they cover the
topic analyzed. The larger the box, the larger volume of coverage using
that specific word or phrase. The smaller boxes represent subtopics of the
larger coverage topic.
VOLUME OF COVERAGE BY TOP 10 MEDIA
This is trend data showing the volume of coverage about the given topic
over the last 12 months from the media publications analyzed.
EXPLANATION OF
INFLUENCER DATA
WHO IS INFLUENCING THE CONVERSATION?
This is a sample set of influencers that are driving the conversation
forward (publishing or sharing) about the topic. We use 4 data points to
define and measure influence–reach, relevance, resonance and reference.
• Reach : What is the size of their social community across all digital
channels – blogs, RSS subscribers, published posts, social?
• Relevance : How often do they reference topics and keywords that
define an industry?
• Resonance : When they create content, how far does it travel on the
Internet? Do others engage with it?
• Reference : Are they referenced by other influencers?
INFLUENCER TRENDING TOPICS
This is a trend graph that illustrates the popularity of the core topics and
keywords used by the influencers over time.
INFLUENCER TOP MEDIA CONSUMPTION
This data represents the top media publications consumed, shared and
referenced by the influencers. It tells us what media publications the
influencer read.
Date Range: 2018
For more questions or inquires about this
data, please contact:
MICHAEL BRITO
EVP, DIGITAL & ANALYTCS
MICHAEL.BRITO@ZENOGROUP.COM