The document analyzes media coverage and influencer discussion around the future of work and digital workplace trends. It finds that media outlets like Business Insider, Bloomberg, and Forbes are driving the most narrative volume and resonance. Topics resonating most include digital workplace, business transformation, and gig economy. Influencers in the space like Jacob Morgan and Tamara McCleary are shaping the conversation, with trends moving towards workplace transformation and the future of work.

1. MARKET SUMMARY & ANALYSIS:
FUTURE OF WORK & DIGITAL WORKPLACE

2. Customer
Experience
EPM
Software
Solution
Digital
Business
Business
Processes
Information
Technology
Technology
Change
Management
Furture
Workplace
Intelligence
RPA
Future
Workplace
Artificial
Intelligence
Enterprise Mobility
Future
Workforce
Business Transformation Future of Work
Digital Workforce Workplace Transformation Gig Economy
MEDIA & INFLUENCER ANALYSIS: FUTURE OF WORK
334
186
50
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40
29
28
26 26 23 20 19 18 15 8 8 7 7
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Article Count Resonance
WHAT MEDIA IS DRIVING THE NARRATIVE? WHAT TOPICS ARE RESONATING WITH THE MEDIA?
VOLUME OF COVERAGE BY TOP MEDIA
0
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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
BUSINESS
TRANSFORMATION
FUTURE OF
WORK
WORKPLACE
TRANSFORMATION
GIG
ECONOMY
DIGITAL
WORKPLACE

3. MEDIA & INFLUENCER ANALYSIS: FUTURE OF WORK
WHO IS INFLUENCING THE CONVERSATION?
INFLUENCER TOP MEDIA CONSUMPTION
MIKE QUINDAZZI
Managing Director Sales Marketing, PwC US #Digital
Alliances Sales Leader.
Audience Size: 110K
TAMARA MCCLEARY
CEO, Thulium.co #CEO @ThuliumCo, Top 25 #CMO
#CIO #AI #IoT #Robotics #BigData Influencer.
Audience Size: 300K
JACOB MORGAN
Jacob Morgan Futurist, Keynote Speaker, & 3x Best-
Selling Author. Founder: Future Of Work University.
Audience Size: 58K
MEGHAN BIRO
Founder, Talent Culture World of Work Community
CEO @TalentCulture | #WorkTrends.
Audience Size: 150K
JEANNE MEISTER
Partner @FutureWorkplace, Keynote Speaker, Co-
Author: The Future Workplace Experience.
Audience Size: 34K
ERIN WINICK
Erin Winick star Associate Editor, Future of Work,
MIT Technology Review.
Audience Size: 8K
DIANE MULCAHY
Author of The Gig Economy, @Babson MBA professor,
PE/VC Investor.
Audience Size: 4K
SARAH KESSLER
Reporter, Quartz Author of "GIGGED: The End of the Job
and the Future of Work," Deputy Editor @QuartzAtWork
Audience Size: 27K
PEDRO NICOLACI DA COSTA
Journalist. Economics and the Fed. @MNINews, @Forbes,
@MarketWatch and more.
Audience Size: 120K
Business Insider 4,815 Silicon Angle 1,294
Constellation Research 2,222 Recode 850
NY Times 1,662 Reuters 847
Bloomberg 1,590 WSJ 624
Forbes 1,577 Inc. 545
0%
10%
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100%
2018-0
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2018-11-01
2018-12-0
1
Digital Workforce Workplace Transformation Business Transformation Gig Economy Future of Work
INLFUENCER TRENDING TOPICS (LAST 6 MONTHS)

4. MEDIA & INFLUENCER ANALYSIS: FUTURE OF WORK
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: FUTURE OF WORK
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