SXSW 2012 Social Media Buzz Report

SXSW Interactive March 9th – 13th, 2012 Salesforce Radian6 Report

SUMMARY OF “SXSW” MENTIONS e During the 5 days of SXSW Interactive, we monitored the buzz around the event, the panels and the parties to get a 41.3% 0 20K 40K 60K 80K 100K sense of who was talking and what they were talking about. 58.7%F March 9thR 179,394 Posts 25-34IDAY 42.8%S March 10thA 181,973 Posts 57.2%TU 25-34RDAY 42.9% March 11thS 169,013 Posts 57.1%UND 25-34AY 42.6%M March 12thO 236,118 PostsN 57.4%DA 25-34YT March 13th 42.6%U 202,729 PostsE 57.4%SD 25-34AY 12 AM 4 AM 8 AM 12 PM 4 PM 8 PM Salesforce Radian6 Report 2

RECAP OF FRIDAY, MARCH 9 TH 2012 0 20K 40K 60K 80K 100K 41.3% F March 9th 179,394 Posts 58.7% R I 25-34 D A Y 12 AM 4 AM 8 AM 12 PM 4 PM 8 PM Day 1 had the conversation buzzing about upcoming sessions, people checking in with Foursquare and just overall general excitement about gearing up for SXSW. @sxsw @texashumor@jennyjohnsonhi5@subwayfreshbuzz @thenextweb @jayz @mashable @chrisbrogan @angrybirds @jaredleto 0 200 400 600 800 1000 #mhealth AT&T Mobile App Hackathon #gamify A Celebration of American Startups For Friday, the panel and party buzz TechKaraoke SXSW was split 50/50 for the top 10. Tech Career Expo On the panel side, talks about mobile health apps lead the way. #brainlives 20x2 On the party side, the mobile buzz continued as folks geared up for the #Avantgame start of the AT&T Mobile App #google Hackathon. 0 100 200 300 400 500 600 Salesforce Radian6 Report 3

RECAP OF SATURDAY, MARCH 10 TH 2012 0 20K 40K 60K 80K 100K 42.8% S March 10th A 181,973 Posts 57.2% T U 25-34 R D A Y 12 AM 4 AM 8 AM 12 PM 4 PM 8 PM Day 2 featured tons of tweets encouraging people to power through and re-charge to last the rest of SXSW. The buzz around the keynotes & panels also increased. @sxsw @jayz @mashable @rainnwilson @ill_iterate @yellowlegos @austindeclares @stevecase@americanexpress @jaredleto 0 200 400 600 800 1000 #keynotunde AT&T Mobile App Hackathon The Nokia Lab #CatchFrank Panels started to pull a little more sway Aetna Presents Third Eye Blind on Day 2 of SXSW with the Keynote from Beratunde Thurston. The Cloud Lounge Sponsored by HP #Networked From the party side, people still were a #StartYOU buzz about the on going Hackathon but Nokia Lab was close behind the in the #ByBravo overall chatter. #Emotions 0 200 400 600 800 1000 1200 1400 1600 Salesforce Radian6 Report 4

RECAP OF SUNDAY, MARCH 11 TH 2012 0 20K 40K 60K 80K 100K 42.9% March 11thS 169,013 Posts 57.1%UND 25-34AY 12 AM 4 AM 8 AM 12 PM 4 PM 8 PM Day 3 saw lots of buzz around announcements made during SXSW, many shared by sources like @mashable. @mashable @yellowlegos@jimmyfallon @sxsw @thenextweb @jayz @funnyordie @time @jaredleto @leodicaprio 0 200 400 600 800 1000 1200 1400 1600 #AmberCase Screenburn The Crowdtap VIP Party Google Village For the second day in a row the #Dropbox keynote for the day stole the show & The Nokia Lab the buzz. The parties held on strong #Barry Diller taking the remaining spots in top 5 PBS Sherlock Party buzz. #DentonInt #Optimism 0 100 200 300 400 500 600 700 800 Salesforce Radian6 Report 5

RECAP OF MONDAY, MARCH 12 TH 2012 0 20K 40K 60K 80K 100K 42.6%M March 12thO 236,118 Posts 57.4%ND 25-34AY 12 AM 4 AM 8 AM 12 PM 4 PM 8 PM Monday was all a buzz about Jay-Z’s performance that was sponsored by American Express.@americanexpress @mashable @sxsw @time @yellowlegos @jayz @gohdapp @folub @funnyordie @pitchforkmedia 0 200 400 600 800 1000 1200 #IQExpand #FutureNYT RoboTrip The Nokia Lab #ContentAs As people enjoyed the music of Jay-Z, the panels stole the show away from #Values the party scene with 6 panels coming in #Richorpoor to the top 10. Zya Launch Stumble Upon Happy Hour 0 200 400 600 800 1000 1200 1400 Salesforce Radian6 Report 6

RECAP OF TUESDAY, MARCH 13 TH 2012 0 20K 40K 60K 80K 100K 42.6% T March 13th 57.4% U 202,729 Posts E S 25-34 D A Y 12 AM 4 AM 8 AM 12 PM 4 PM 8 PM There were final calls to get to sessions, win cars and plan for next year on the last day of the interactive side of SXSW. @sxsw @funnyordie @mashable @rollingstone@noreservations @dkberman @timoreilly @cdedt @gohdapp @cherlloyd 0 200 400 600 800 1000 #pinterest #JPahlka #Bourdain #SXsterling @NIGHT Hosted by Rdio What was the “pin” to mark a #futuremus successful SXSWi? A panel about Pinterest of course! The Nokia Lab The Nokia Lab continued to keep buzz going even on #Turntable the last day. Evernote SXSW Meetup #advisors 0 500 1000 1500 2000 Salesforce Radian6 Report 7

FULL RECAP100K 42.5% March 9th - 13th 992,423 Posts80K 57.5%60K 25-3440K20K 0 FRIDAY SATURDAY SUNDAY MONDAY TUESDAY For the full #SXSWi, we see that @mashable was most retweeted for sharing tech announcments, @sxsw for event announcements and @americanexpress for it’s sponsorship of the Jay-Z concert. @mashable @sxsw @americanexpress @yellowlegos @funnyordie @gohdapp @time @rollingstone @jayz @folub 0 500 1000 1500 2000 2500 AT&T Mobile App Hackathon The Nokia Lab #mhealth SXSW Screenburn #pinterest Who caused the most buzz this week? Robo Trip We saw that the AT&T and Nokia #Keynotunde events pulled in the top amount of buzz for the week. Overall, the panels ruled #IQExpand the top ten events. #FutureNYT #JPPahlka 0 1000 2000 3000 4000 5000 Salesforce Radian6 Report 8

FINAL SUMMARYSo what did we learn at SXSW?Yes, there was a lot of discussion about Google+, Pinterest, Instagram and new social apps atSXSW. Yes, there was a lot of chatter about Jay-Z’s astounding AMEX performance, Nike’subiquitous presence, and the much appreciated “Catch a Chevy” transportation service. But asthe Interactive portion of South By came to a close, we looked beyond the luminous chatteraround social media’s latest “shiny objects” to reflect on what we think were three majortakeaways…Social Media + You Can Drive Societal and Political ChangeAre our social media connections strong enough to drive social change? During Sean Parkerand Al Gore’s discussion, the former Vice President argued that ties are too weak: “Theres atendency sometimes to believe that if you connect online and get someone to touch and click,thats the equivalent to signing them up. But actually the ties that are formed are often muchweaker and less durable, and as a result, democratic organizing movements that put theInternet at the center [often] dont have that oomph, that staying power."Yet if you look at the recent collective action that derailed SOPA, it’s evident that social mediadoes indeed help mobilize a crowd around an issue. In 2012: Social Media’s New Role inPolitics, panelists argued that social media does a great job of drawing awareness to specificcauses. It’s a great educational tool. And as the 2012 elections encroach, politicians can prepareby utilizing social monitoring to determine which topics matter most to voters.So although social media may often only serve as the communication mechanism we use toeducate one another about the issues we care about, there are many people who want to takeresponsible citizenship further – actually dedicate their time to a cause they find meaningfuland rewarding. In her keynote, Jennifer Pahlka of CodeForAmerica.org talked about how thevolunteers involved with her nonprofit are driving the “Government 2.0” movement – theemergence of citizen participation to create technologies that improve government efficiencyand transparency.But there’s really more to this transformation. It isn’t about electing new and better politicians.Pahlka emphasized that we can’t fix government unless we also fix citizenship. Social mediaand technology have opened doors to new ways we can serve our country. By working togetherto code applications that solve our cities’ problems, we can change our understanding ofgovernment as an “ossified institution” to “what we do together.” As The Information Dietauthor Clay Johnson put it, “Coding isnt just about making software. Its about rewiringsociety." Salesforce Radian6 Report 9

FINAL SUMMARYThe Future of Social Media + Mobile = Ambient DiscoveryTechnology has a profound impact on human interaction and behavior. Amber Case’s keynoteexplored how we use technology to extend our mental capabilities. We use our mobile phonesto help us navigate the world and remember things. How can we use mobile and socialtechnology to solve additional human problems for the current situation? For example:Meeting new people and discovering new adventures can be difficult. This year numerousmobile apps emerged to make it easier to find people and ways to meet them in real time.Each app aims to bring location, personal interests, your social graph and serendipitousdiscovery into a single interface. Some of the popular and competing solutions include: • Highlight – Helps you see what you have in common with people nearby, giving you a “sixth sense” about the world around you. • Kismet – Helps you find nearby events and meet people by notifying you “who you should meet, why you should meet them, and who you know in common.” • Glancee – Meet new people who share interests and mutual friends with you. • Sonar – Notifies you of social connections you have and miss in everyday life. • Ban.jo – Know when your friends are near and who is talking about things that interest you.Marketing is the New Currency: Every Band and Brand Has to Focuson Adding ValueDuring a chat with Brian Solis, Smashing Pumpkins’ Billy Corgan highlighted the emergingchallenges (and opportunities) for artists and musicians in today’s world of abundant “laptoprock stars.” Artists will no longer make money from album sales or shows, but fromsubsequent endorsements or product lines. To provoke an emotional bond with music, artistshave to become entrepreneurs and develop additional talents. They have to draw fans in withvideo, alignment with social causes and more. Increasingly, companies, artists and contentcreators will have to create more engaging interactive experiences to deepen the relationshipwith customers.Tim O’Reilly’s chat about “Creating More Value than You Capture” paralleled the demand fora higher standard of sustainable, economic utility as machines replace humans. Becauseinvestors don’t create jobs and customers do, we need to focus on adding value for those whoneed a problem solved. Creating value – whether compensated or not – boils down to peoplehaving fun and doing work they’re passionate about. Enterprise usage of social media is oneoutlet for adding value. Salesforce Radian6 Report 10

Connect with us today Salesforce.com http://www.salesforce.com @salesforce facebook.com/salesforce Radian6 http://www.radian6.com @radian6 facebook.com/radian6

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SXSW 2012 Social Media Buzz Report

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