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Application Security: 2018 Media & Influencer Analysis

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Zeno Group
Zeno Group

The document analyzes media and influencer coverage of application security from 2018. It finds that the top media driving the narrative were Dark Reading, DZone, and ZDNet, and the most resonating topics were DevSecOps, app security, and cloud security. The analysis also identifies key influencers in the space and their trends in discussing topics like software delivery and hybrid cloud over the last six months.

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2018 MEDIA & INFLUENCER ANALYSIS: APPLICATION SECURITY
App Vulnerability Web App Firewall Programming AppSec Secure Coding Cloud Security DevOps Containers Cloud Services AWS Cloud Data Public Cloud Deployments Kubernetes Data Center CIO App Delivery SDLC Pipeline Open Source Penetration Testing App Security DevSecOpsHybrid Cloud Software Delivery MEDIA & INFLUENCER ANALYSIS: APPLICATION SECURITY 220 101 66 42 38 24 21 19 11 9 8 7 5 3 -1,000 0 1,000 2,000 3,000 4,000 5,000 0 50 100 150 200 250 D Z one D ark R ead ing Z D N et eW eekC SO O nline Forbes TechR epublicInform ation…B leep ing… Light R eading Infow orld N etw ork W o rld C IOTechC runch Article Count Resonance WHAT MEDIA IS DRIVING THE NARRATIVE? WHAT TOPICS ARE RESONATING WITH THE MEDIA? VOLUME OF COVERAGE BY TOP MEDIA 0 500 1000 1500 2000 2500 3000 3500 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 HYBRID CLOUD DEVSECOPS APP SECURITY SOFTWARE DELIVERY
MEDIA & INFLUENCER ANALYSIS: APPLICATION SECURITY WHO IS INFLUENCING THE CONVERSATION? INFLUENCER TOP MEDIA CONSUMPTION MARK MILLER Co-Founder, All Day DevOps. Help companies gain global visibility through the creation of massive online communities. Audience Size: 10K GENE KIM Author, The Phoenix Project: A Novel About IT, DevOps, and Helping Your Business Win. Audience Size: 38K MICHAEL FISHER Systems Analyst, Whitcraft Group Analyst, Tech Evangelist, #CyberSecurity, #DigitalTransformation. Audience Size: 83K BINNI SHAH Linux Kernel Developer Linux Evangelist. Malwares. Kernel Dev. Security Enthusiast. Audience Size: 68K BOB STROUD Chief Product Officer @Xebialabs #DevOps #BizDevOps. Former Analyst @Forrester Audience Size: 8K AMY DEMARTINE Forrester Principal Analyst covering Application Security and other security initiatives. Audience Size: 2K DZone 3,021 Devops.com 1,222 Dark Reading 2,636 Slashdot (tech) 1,215 HelpNetSecurity 1,009 Threatpost 1,174 Hackernoon 2,191 Forbes 1,079 WIRED 1,414 856 240 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 DevSecOps AppSec Cloud Security Software Delivery Hybrid Cloud INLFUENCER TRENDING TOPICS (LAST 6 MONTHS) ALAN SHIMEL CEO, Founder, Editor-in-Chief, DevOps.com DevOps, Security, Open Source, Tech, Business, Writer, old dude Audience Size: 14K ERIC VANDERBURG Vice President, Cybersecurity, TCDI Cybersecurity, Privacy, and Tech Leader, Author, Consultant. Audience Size: 63K KELLY SHERIDAN Associate Editor, Dark Reading Covers cybersecurity @darkreading Audience Size: 27K
MEDIA & INFLUENCER ANALYSIS: APPLICATION SECURITY 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.
MEDIA & INFLUENCER ANALYSIS: APPLICATION SECURITY 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

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Application Security: 2018 Media & Influencer Analysis

  • 1. 2018 MEDIA & INFLUENCER ANALYSIS: APPLICATION SECURITY
  • 2. App Vulnerability Web App Firewall Programming AppSec Secure Coding Cloud Security DevOps Containers Cloud Services AWS Cloud Data Public Cloud Deployments Kubernetes Data Center CIO App Delivery SDLC Pipeline Open Source Penetration Testing App Security DevSecOpsHybrid Cloud Software Delivery MEDIA & INFLUENCER ANALYSIS: APPLICATION SECURITY 220 101 66 42 38 24 21 19 11 9 8 7 5 3 -1,000 0 1,000 2,000 3,000 4,000 5,000 0 50 100 150 200 250 D Z one D ark R ead ing Z D N et eW eekC SO O nline Forbes TechR epublicInform ation…B leep ing… Light R eading Infow orld N etw ork W o rld C IOTechC runch Article Count Resonance WHAT MEDIA IS DRIVING THE NARRATIVE? WHAT TOPICS ARE RESONATING WITH THE MEDIA? VOLUME OF COVERAGE BY TOP MEDIA 0 500 1000 1500 2000 2500 3000 3500 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 HYBRID CLOUD DEVSECOPS APP SECURITY SOFTWARE DELIVERY
  • 3. MEDIA & INFLUENCER ANALYSIS: APPLICATION SECURITY WHO IS INFLUENCING THE CONVERSATION? INFLUENCER TOP MEDIA CONSUMPTION MARK MILLER Co-Founder, All Day DevOps. Help companies gain global visibility through the creation of massive online communities. Audience Size: 10K GENE KIM Author, The Phoenix Project: A Novel About IT, DevOps, and Helping Your Business Win. Audience Size: 38K MICHAEL FISHER Systems Analyst, Whitcraft Group Analyst, Tech Evangelist, #CyberSecurity, #DigitalTransformation. Audience Size: 83K BINNI SHAH Linux Kernel Developer Linux Evangelist. Malwares. Kernel Dev. Security Enthusiast. Audience Size: 68K BOB STROUD Chief Product Officer @Xebialabs #DevOps #BizDevOps. Former Analyst @Forrester Audience Size: 8K AMY DEMARTINE Forrester Principal Analyst covering Application Security and other security initiatives. Audience Size: 2K DZone 3,021 Devops.com 1,222 Dark Reading 2,636 Slashdot (tech) 1,215 HelpNetSecurity 1,009 Threatpost 1,174 Hackernoon 2,191 Forbes 1,079 WIRED 1,414 856 240 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 DevSecOps AppSec Cloud Security Software Delivery Hybrid Cloud INLFUENCER TRENDING TOPICS (LAST 6 MONTHS) ALAN SHIMEL CEO, Founder, Editor-in-Chief, DevOps.com DevOps, Security, Open Source, Tech, Business, Writer, old dude Audience Size: 14K ERIC VANDERBURG Vice President, Cybersecurity, TCDI Cybersecurity, Privacy, and Tech Leader, Author, Consultant. Audience Size: 63K KELLY SHERIDAN Associate Editor, Dark Reading Covers cybersecurity @darkreading Audience Size: 27K
  • 4. MEDIA & INFLUENCER ANALYSIS: APPLICATION SECURITY 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: APPLICATION SECURITY 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