VMworld was an exciting experience for me, as I’d been anxious to get more involved in the cloud-computing circles. It, like social media, had managed to entice every industry with its promise of virtual solutions, cost-cutting procedures and optimized efficiency. The technology around cloud computing had become enough of a necessity to warrant a growth spurt during the recession, not the other way around.

This collective spirit was present at VMworld, just looking at the different color badges that sprinkled the conference floor. Everyone I spoke to seemed to be from a different industry, be it healthcare or university research and education. This army of cloud supporters came to VMworld, representing their company’s IT needs.

During a flash mob in the Blogger Lounge, VMware’s Senior Social Media Strategist John Troyer prompted a discussion of this phenomenon. He and I had been talking about the intersection of VMware and social media, which had taken in the disparate clients and users to form a strong online community. Troyer, too, had noticed the spreading industries that were coming together as part of VMworld’s 16,000 attendants.

The flash mob conversation took on an interesting direction, with participants swapping stories from past VMware conferences and their own success in the social media space, thanks to VMware’s support of its online community. Be it collaboration with industry fellows or recognition from peers, this army of supporters was enabling individuals beyond the direct relationship around VMware’s products.

This should be encouraging for companies targeting the cloud as a whole, reaching out to vendors, clients, startups and products. The marketing opportunities around these niche collections will only grow, as cloud-based solutions become a larger portion of enterprise efficiency.

For startups with a cloud angle this army of niche audiences will be key to product development and raising brand awareness. The space will become increasingly competitive, making it more difficult for startups looking to become acquisition targets or large-scale consumer services.

See our video coverage of VMworld here.