|By Dana Gardner||
|March 24, 2014 05:00 AM EDT||
Educating technology markets and communities is now, more than ever, a function of influence, social media, digital word of mouth -- and of cultivating an ecosystem of trusted collaboration. The role of social media and the power of personal connections have really become dominant forces in how people learn how to find and use technology.
This is such a major departure from the past — marketing has changed more in the last 5 years than the previous 50 — that any instruction on what actually works best these days is highly prized.
Therefore, I’ve been keenly interested in how the hottest new wave of marketing — digital social influence -- intersects with one the hottest areas of cloud computing — software-as-a-service (SaaS) collaboration and documents/objects sharing.
Do these new waves double-up, cancel out, create an interference pattern, or harmonize in new and valuable ways? I really want to know.
So I helped guide the creation of a list of the top 25 U.S. SharePoint influencers, recently unveiled at the recent SharePoint 2014 Conference in Las Vegas. The effort was sponsored by harmon.ie, the provider of a collaboration app for a single-screen, seamless user experience anytime, anywhere, and on any device. Here’s the full list.
I’ll be doing a BriefingsDirect podcast soon with a panel of these newly identified influencers on SharePoint challenges and opportunities to help find out what matters most in the SharePoint ecosystem.
I’ve been an avid observer of Microsoft for more than 20 years. At one time, there was no better company in all of IT at marketing and evangelizing into multiple user bases: developers, channel, independent software vendors (ISVs), end users, and enterprises.
But what about now, given that the evangelizing game has changed so much? Can Microsoft, which itself is undergoing wrenching transitions, be as good at the new marketing ways as in the past? Again, I really want to know.
Tip of the arrow
Industry influencers are the tip on the arrow of how social media can be a positive force for sharing knowledge — whether it’s on Twitter or blogs or at events. With influencers, I benefit from them and they benefit from me. This is the same for anyone engaged in social media. So it’s really a powerful way to learn and to then add something to that learning process to then make it almost a hive-mentality or ecosystem-mentality affair.
It’s no surprise that of the top 25 SharePoint influencers that we identified, 48 percent are SharePoint specialists or consultants. The other two major categories are senior executives and SharePoint architects/engineers/developers. And gender equality had a good year, as the growth in women SharePoint influencers over the previous year -- up to 4 spots and 16 percent of the list -- marks a significant rise over only 1 female influencer on the 2013 list.
It’s the people in the know, in the technology trenches, that see both the forest and trees that can then effectively influence the way markets learn.
So I am very bullish on the role of influencers as a spark or catalyst for larger social interactions and for new wave knowledge transfer. Those social interactions in a discrete community like the SharePoint ecosystem are a big part of what drives innovation, and can help users as well as supplier companies understand the best course for products and services.
Of course, the role of SharePoint, Yammer, and Office 365 is rapidly shifting into more of a cloud-collaboration, hive offering itself. So how apropos for it to use social influence to evangelize tools that consequently promote social influence and knowledge sharing?
You have to remember that SharePoint, once likened to a corporate intranet, is extending into a cloud platform with SharePoint 2013. It’s far more integratable. And, there are rich features for security and versioning of file data. Exchange is also becoming predominately cloud-oriented in its new function drive.
The boundaries then between all these Microsoft communications “products” are blurring because they are increasingly bundles of cloud data services.
Marketing products is so 1990s. Letting the social-hive support a fast-evolving hive of cloud-based collaboration services is so now. That’s why Microsoft must become adept at social and must properly influence the influencers. There’s no better way to scale down its cloud services — SharePoint and Office 365 chief among them. Single office/home office (SOHO) and small- and medium-sized businesses (SMBs) are where these services should grow like crazy, especially for those used to working with Exchange, Outlook, and Office. They will be guided by their chosen social milieu and peers, not by Microsoft’s spec sheets and sales force.
So check out the list of top SharePoint influencers, and also consider how the role of influencers is not so much outsized as right-sized. As companies and workers seek better collaboration and coordination among themselves, they will look to among themselves for the best means. SharePoint needs to be this chosen common controlled hive for employees, especially through the mobile tier.
And look for our BriefingsDirect podcast soon with a panel of these latest influencers. Many are returning because this is the third consecutive annual list of SharePoint influencers.
It seems to me that the voice of the community, whether it’s around a product or service or an industry or a vertical market, should be really important to vendors like Microsoft. They should be, I think, pretty sensitive to learning from the community, and I hope the community takes the opportunity to voice its opinion and make its requirements known as these companies produce new products and adjusts their strategies.
But this is a time where change is ripe, and Microsoft is in a position to react in a way that only benefits the users. The influencers can certainly show them how.
You may also be interested in:
- HP HAVEn CTO Mundada on New ways for businesses to gain transformation from big data and new wave analysis
- Fast-changing demands on data centers drive need for uber data-center infrastructure management
- CIOs think proliferation of IT applications is overwhelming businesses and threatening competitive edge
- Case study: How Dell converts social media analytics into strategic business advantage
- Istanbul-based Finansbank manages risk and security using HP ArcSight, Server Automation
- HP Access Catalog smooths the way for streamlines deployment of mobile apps
- Network virtualization eases developer and operations snafus in the mobile and cloud era
Fact is, enterprises have significant legacy voice infrastructure that’s costly to replace with pure IP solutions. How can we bring this analog infrastructure into our shiny new cloud applications? There are proven methods to bind both legacy voice applications and traditional PSTN audio into cloud-based applications and services at a carrier scale. Some of the most successful implementations leverage WebRTC, WebSockets, SIP and other open source technologies. In his session at @ThingsExpo, Da...
Oct. 22, 2016 07:00 AM EDT Reads: 2,251
In past @ThingsExpo presentations, Joseph di Paolantonio has explored how various Internet of Things (IoT) and data management and analytics (DMA) solution spaces will come together as sensor analytics ecosystems. This year, in his session at @ThingsExpo, Joseph di Paolantonio from DataArchon, will be adding the numerous Transportation areas, from autonomous vehicles to “Uber for containers.” While IoT data in any one area of Transportation will have a huge impact in that area, combining sensor...
Oct. 22, 2016 06:45 AM EDT Reads: 351
The Internet of Things (IoT), in all its myriad manifestations, has great potential. Much of that potential comes from the evolving data management and analytic (DMA) technologies and processes that allow us to gain insight from all of the IoT data that can be generated and gathered. This potential may never be met as those data sets are tied to specific industry verticals and single markets, with no clear way to use IoT data and sensor analytics to fulfill the hype being given the IoT today.
Oct. 22, 2016 06:30 AM EDT Reads: 2,174
@ThingsExpo has been named the Top 5 Most Influential M2M Brand by Onalytica in the ‘Machine to Machine: Top 100 Influencers and Brands.' Onalytica analyzed the online debate on M2M by looking at over 85,000 tweets to provide the most influential individuals and brands that drive the discussion. According to Onalytica the "analysis showed a very engaged community with a lot of interactive tweets. The M2M discussion seems to be more fragmented and driven by some of the major brands present in the...
Oct. 22, 2016 06:15 AM EDT Reads: 11,201
If you had a chance to enter on the ground level of the largest e-commerce market in the world – would you? China is the world’s most populated country with the second largest economy and the world’s fastest growing market. It is estimated that by 2018 the Chinese market will be reaching over $30 billion in gaming revenue alone. Admittedly for a foreign company, doing business in China can be challenging. Often changing laws, administrative regulations and the often inscrutable Chinese Interne...
Oct. 22, 2016 06:00 AM EDT Reads: 1,341
SYS-CON Events announced today that SoftNet Solutions will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. SoftNet Solutions specializes in Enterprise Solutions for Hadoop and Big Data. It offers customers the most open, robust, and value-conscious portfolio of solutions, services, and tools for the shortest route to success with Big Data. The unique differentiator is the ability to architect and ...
Oct. 22, 2016 05:45 AM EDT Reads: 447
SYS-CON Events announced today that Pulzze Systems will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Pulzze Systems, Inc. provides infrastructure products for the Internet of Things to enable any connected device and system to carry out matched operations without programming. For more information, visit http://www.pulzzesystems.com.
Oct. 22, 2016 05:00 AM EDT Reads: 2,472
In the next forty months – just over three years – businesses will undergo extraordinary changes. The exponential growth of digitization and machine learning will see a step function change in how businesses create value, satisfy customers, and outperform their competition. In the next forty months companies will take the actions that will see them get to the next level of the game called Capitalism. Or they won’t – game over. The winners of today and tomorrow think differently, follow different...
Oct. 22, 2016 04:30 AM EDT Reads: 803
One of biggest questions about Big Data is “How do we harness all that information for business use quickly and effectively?” Geographic Information Systems (GIS) or spatial technology is about more than making maps, but adding critical context and meaning to data of all types, coming from all different channels – even sensors. In his session at @ThingsExpo, William (Bill) Meehan, director of utility solutions for Esri, will take a closer look at the current state of spatial technology and ar...
Oct. 22, 2016 03:30 AM EDT Reads: 1,664
The Open Connectivity Foundation (OCF), sponsor of the IoTivity open source project, and AllSeen Alliance, which provides the AllJoyn® open source IoT framework, today announced that the two organizations’ boards have approved a merger under the OCF name and bylaws. This merger will advance interoperability between connected devices from both groups, enabling the full operating potential of IoT and representing a significant step towards a connected ecosystem.
Oct. 22, 2016 02:45 AM EDT Reads: 1,152
SYS-CON Media announced today that @WebRTCSummit Blog, the largest WebRTC resource in the world, has been launched. @WebRTCSummit Blog offers top articles, news stories, and blog posts from the world's well-known experts and guarantees better exposure for its authors than any other publication. @WebRTCSummit Blog can be bookmarked ▸ Here @WebRTCSummit conference site can be bookmarked ▸ Here
Oct. 22, 2016 01:30 AM EDT Reads: 9,610
SYS-CON Events announced today that Streamlyzer will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Streamlyzer is a powerful analytics for video streaming service that enables video streaming providers to monitor and analyze QoE (Quality-of-Experience) from end-user devices in real time.
Oct. 22, 2016 01:15 AM EDT Reads: 898
You have great SaaS business app ideas. You want to turn your idea quickly into a functional and engaging proof of concept. You need to be able to modify it to meet customers' needs, and you need to deliver a complete and secure SaaS application. How could you achieve all the above and yet avoid unforeseen IT requirements that add unnecessary cost and complexity? You also want your app to be responsive in any device at any time. In his session at 19th Cloud Expo, Mark Allen, General Manager of...
Oct. 22, 2016 01:15 AM EDT Reads: 814
@ThingsExpo has been named the Top 5 Most Influential Internet of Things Brand by Onalytica in the ‘The Internet of Things Landscape 2015: Top 100 Individuals and Brands.' Onalytica analyzed Twitter conversations around the #IoT debate to uncover the most influential brands and individuals driving the conversation. Onalytica captured data from 56,224 users. The PageRank based methodology they use to extract influencers on a particular topic (tweets mentioning #InternetofThings or #IoT in this ...
Oct. 22, 2016 01:00 AM EDT Reads: 8,167
SYS-CON Events announced today that Super Micro Computer, Inc., a global leader in Embedded and IoT solutions, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 7-9, 2017, at the Javits Center in New York City, NY. Supermicro (NASDAQ: SMCI), the leading innovator in high-performance, high-efficiency server technology, is a premier provider of advanced server Building Block Solutions® for Data Center, Cloud Computing, Enterprise IT, Hadoop/Big Data, HPC and ...
Oct. 22, 2016 12:30 AM EDT Reads: 3,495
Cloud based infrastructure deployment is becoming more and more appealing to customers, from Fortune 500 companies to SMEs due to its pay-as-you-go model. Enterprise storage vendors are able to reach out to these customers by integrating in cloud based deployments; this needs adaptability and interoperability of the products confirming to cloud standards such as OpenStack, CloudStack, or Azure. As compared to off the shelf commodity storage, enterprise storages by its reliability, high-availabil...
Oct. 22, 2016 12:15 AM EDT Reads: 973
Explosive growth in connected devices. Enormous amounts of data for collection and analysis. Critical use of data for split-second decision making and actionable information. All three are factors in making the Internet of Things a reality. Yet, any one factor would have an IT organization pondering its infrastructure strategy. How should your organization enhance its IT framework to enable an Internet of Things implementation? In his session at @ThingsExpo, James Kirkland, Red Hat's Chief Arch...
Oct. 22, 2016 12:00 AM EDT Reads: 5,945
The IoT industry is now at a crossroads, between the fast-paced innovation of technologies and the pending mass adoption by global enterprises. The complexity of combining rapidly evolving technologies and the need to establish practices for market acceleration pose a strong challenge to global enterprises as well as IoT vendors. In his session at @ThingsExpo, Clark Smith, senior product manager for Numerex, will discuss how Numerex, as an experienced, established IoT provider, has embraced a ...
Oct. 22, 2016 12:00 AM EDT Reads: 941
We are reaching the end of the beginning with WebRTC, and real systems using this technology have begun to appear. One challenge that faces every WebRTC deployment (in some form or another) is identity management. For example, if you have an existing service – possibly built on a variety of different PaaS/SaaS offerings – and you want to add real-time communications you are faced with a challenge relating to user management, authentication, authorization, and validation. Service providers will w...
Oct. 21, 2016 11:45 PM EDT Reads: 3,255
When people aren’t talking about VMs and containers, they’re talking about serverless architecture. Serverless is about no maintenance. It means you are not worried about low-level infrastructural and operational details. An event-driven serverless platform is a great use case for IoT. In his session at @ThingsExpo, Animesh Singh, an STSM and Lead for IBM Cloud Platform and Infrastructure, will detail how to build a distributed serverless, polyglot, microservices framework using open source tec...
Oct. 21, 2016 11:45 PM EDT Reads: 4,423