Amazon Industry Influencers Report

Industry InfluencerReport for

Prepared by eCairnOct 3rd 2009

Amazon Industry Influencer Report 1

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Table of Contents

Table of Contents ..................................................................................................................... 2 Background .............................................................................................................................. 3 Scope ....................................................................................................................................... 3 1 - Share of Voice .................................................................................................................... 4

Number of Mentions ......................................................................................................... 4 Amazon Best Daily Buzz .................................................................................................... 5 Microsoft Best Daily Buzz .................................................................................................. 5 Google Best Daily Buzz ..................................................................................................... 5

2- Share of Mind ...................................................................................................................... 6 People mentioning Amazon the most ................................................................................ 6 Influence of the Amazon blog ........................................................................................... 7

3 – Ownership of the Security Topic .......................................................................................... 8 4 – Community Map & Influencers Identification ...................................................................... 11

Influencers ...................................................................................................................... 11


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Background

Smart marketers understand the critical role influencers have in their industry. They are highly networked within their community, including between each others. These are the people listened to by prospective customers because they're respected, trusted and usually pretty independent.They influence a brand image and the best leads come from those movers and shakers in a particular marketplace. Understanding who they are, how they relate to your brand and working to establish a relationship with any of them is a critical task.eCairn's Industry Influencer report provides a wealth of data and insights coming from those influencers regarding your brand's, such as:

• Share of Voice• Share of Mind• Positioning on key industry topics

Scope

The target for this analysis is the attention experienced by the Amazon brand in the cloud computing community during the period of March 2009 to September 2009. It offers a comparison with the Microsoft brand in general and more particularly, on the topic of security. The cloud computing community referred to in this document is a collection of 550 expert bloggers who are ongoing conversations on cloud computing.Twitter, Youtube and Forums were not used in this study.

550 This represents 32k relevant conversations over 6 MonthsNONO


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1 - Share of Voice

Share of voice is defined by the number of mentions of the Amazon brand in conversations taking place in the Cloud Computing community .

Number of MentionsThe following graphs illustrate the volume of conversations with mentions of the “Amazon”, Microsoft and Google brands. Graph1 shows the 'conversation share' for those 3 brands and graph2 shows it's trend over time.

Graph1 Graph2

Amazon share of voice is important and above Microsoft (2510 versus 1102 mentions *) and Google (950).This represents 3% of the overall discussions in September 09 but was 10% back in April 09.

(*)Amazon’s and Microsoft’s own blogs are not accounted in the study


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Amazon Google MicrosoftMar Apr May Jun Jul Aug Sep

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Amazon Best Daily Buzz• May 21st: Launch of the Import/Export feature:

http://aws.typepad.com/aws/2009/05/send-us-that-data.html• Aug 25th: Announcement of Amazon Virtual Private Cloud:

http://aws.typepad.com/aws/2009/08/introducing-amazon-virtual-private-cloud-vpc.html

• July 12th-19th – Microsoft Azure pricing announced generating comparisons with Amazon's pricing. BMC leverages AWS to deploy and manage cloud environment.

Microsoft Best Daily Buzz• May 17th – May 24th : Ray Ozzie talks about Microsoft and Cloud Computing at the JP

Morgan Global Technology, Media and Telecom conference. Multiple products announcement and pre-annoucenments.

• July 12th: Microsoft announced pricing for it's Azure cloud computing services : http://blogs.msdn.com/windowsazure/archive/2009/07/14/confirming-commercial-availability-and-announcing-business-model.aspx

Google Best Daily Buzz• Google Buzz has been going down from its high of April 2009.• Sept 20-27: Google announced the release of it's Sites APIs which generated a small

buzz in the community.


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http://www.p2p-loans.com/2009/07/prospers-sec-registration-declared.html

http://www.p2p-loans.com/2009/07/prospers-sec-registration-declared.html



http://www.p2plendingnews.com/2009/03/lending-club-self-directed-ira-retirement-account/

2- Share of Mind

Share of mind is defined by the percentage of people that have talked about Amazon vs Microsoft in the last 6 Months

Amazon is more discussed than Microsoft accross the Influencers, Magic Middle bloggers and Long Tail blogs. 95% of the influencers and 90% of the magic middle bloggers have talked about Amazon in the past 6 months.

People mentioning Amazon the mostThe table below shows the bloggers that talk the most about Amazon. Influencers are in dark blue, Middle Magic in middle blue and Long Tail in light blue.

Influencers

Magic Middle and Long Tail bloggers


Inf luencers (17 total) Magic Middle (55 total) Long tail (474 total)0

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Amazon Microsoft

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Influence of the Amazon blogAmazon’s blog isn't networked with other Cloud Computing blogs thus has no influence in the Cloud Computing community. It is ranked # 433 over 530 blogs.

Microsoft's blog does a little better though stays close to the bottom of the list with a ranking of #331.

The Amazon blog is active with several posts per week.


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3 – Ownership of the Security Topic

Ownership of a topic (the outcome of positioning) is defined by how many time your brand is mentioned along with the target topic

Number of Mentions within the Security Topic

Both brands own a sizable share of the “Security” topic. Indeed brands like IBM or HP account for less than 1/3 of the Amazon volume when people are having conversations on security and cloud computing.

The spike for Amazon at the end of August is a consequence of the introduction of their VPC (Virtual Private Cloud) offering which is perceived as a response to the security challenge in cloud computing.


982492

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Share of Security(# of conversations)

Other Amazon Microsoft

Mar Apr May Jun Jul Aug Sep 0

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Overall Amazon Microsoft

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More specifically, here's a graph showing the key expressions found in conversations about security+Amazon vs security+Microsoft:

Breakdown of the Security Topic

Below is an 'expression cloud' of the most frequent expressions encountered in “cloud security” discussions:

• Beside Amazon and Microsoft's product offering no other brand's product makes it to the top expressions (IBM, HP, SUN microsystem, Rackspace)

• Private/Public cloud fuels many 'cloud security' discussions and Amazon is often mentioned in those discussions (see graph1).


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-5

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-1

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5Virtual Private Cloud

Cloud Providers

Public cloudCloud services

Web servicesData center

Sql dataSql azure database

Ado.net data servicesData services

Net services

Sql data services

Security: Amazon vs Microsoft Comparison

A blue bar means an expres-sion w as found along w ith Mi-crosoft more than Amazon. A red bar means an expression w as found along w ith Amazon more of ten than w ith Microsoft

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Below is a complete list of the top 100 expressions found in conversation on security:

Notes: • To make it readable, we have removed the top & obvious expressions• Our text mining feature is in beta and the cloud above “favors” long expressions.


1 to 25 26 to 50 51 to 75 76 to 100data center saas market groupprivate cloud systems service level deliver

cloud services technology soa hostingservice providers network vendors cloud offerings

public cloud amazon ec2 benefits of cloud software agcloud providers cloud security alliance product dana gardner

computing platform microsoft business modelvirtual private cloud virtual private virtual machines company

cloud security users support storageapplications sql azure access amazon web

data operating system enterprise architecture google appsbusiness model issues enterprise cloud

amazon web services environment virtual public and privateenterprise cost public controlcustomers provide standards create

business process organizations security and compliance inc has announcedcloud infrastructure information cloud service providers enterprise customers

solutions process architecture enterprise architectssoftware amazon point google

web services sql data services resources sql azure databaseinfrastructure cloud storage gardner announced

providers service level agreement governance setoffering private level net services

management server build industryazure center help cloud platform

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4 – Community Map & Influencers Identification

Influence ranking is defined by cross references between people belonging to the Cloud Computing community

The cloud computing community consists of 500’s of influencers who blog about cloud computing related topics.

InfluencersHere are the top influencers in this Community:


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Url Titlehttp://blogs.zdnet.com/SAAS Software as Services | ZDNet.comhttp://smoothspan.wordpress.com SmoothSpan Bloghttp://apsblog.burtongroup.com Application Platform Strategies Bloghttp://www.biske.com/blog Todd Biske: Outside the Boxhttp://www.redmonk.com/jgovernor

http://www.roughtype.com Rough Type: Nicholas Carr's Bloghttp://www.johnmwillis.com john m willis ESM Enterprise System Management Bloghttp://blogs.gartner.com/thomas_bittman Thomas Bittman — A member of the Gartner Blog Networkhttp://www.redmonk.com/cote People Over Process » One foot in the muck, the other in utopiahttp://www.highscalability.com High Scalability | Building bigger, faster, more reliable websites.http://www.elasticvapor.com ElasticVapor :: Life in the Cloudhttp://blogs.zdnet.com/Gardner Dana Gardner’s BriefingsDirect | ZDNet.comhttp://gevaperry.typepad.com Thinking Out Cloudhttp://www.datacenterknowledge.com Data Center Knowledge: Data centers, design, power, coolinghttp://www.cloudave.com CloudAvehttp://www.allthingsdistributed.com All Things Distributedhttp://cloudcomputing.sys-con.com Cloud Computing Journalhttp://blogs.gartner.com/daryl_plummer Daryl Plummer — A member of the Gartner Blog Networkhttp://dealarchitect.typepad.com deal architecthttp://blogs.zdnet.com/Hinchcliffe Enterprise Web 2.0 | ZDNet.com

James Governor's Monkchips » An industry analyst blog looking At software ecosystems and convergence

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Influencers Map

The map below shows the connections between influencers and magic middle bloggers and provides two main clusters in Red and Blue

• The Red cluster includes most of the influencers.• The Blue one does contain several members of the Gartner blog network (analyst).


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The overall map of the community is pretty dense and it shows a fairly tightly networked com-munity (in red).

Acknowledgements: Data comes from eCairn, Graphs are built with Touchgraph, Tag clouds are built with Wordle.


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http://www.wordle.net/

http://touchgraph.com/navigator.html

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Amazon Industry Influencers Report