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Dreamforce 2012 Social Media Report
 

Dreamforce 2012 Social Media Report

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Dreamforce 2012 broke records in terms of number of people registered (over 92,000) and for volume of social media conversations. How does the largest cloud computing business conference become a ...

Dreamforce 2012 broke records in terms of number of people registered (over 92,000) and for volume of social media conversations. How does the largest cloud computing business conference become a nationwide trending topic on Twitter and reach over 160,000 social mentions? Dreamforce 2012 featured three days of live broadcasting, 14 keynotes, over 800 sessions, and influential speakers such as entrepreneur Tony Robbins, CEO Marc Benioff, Sir Richard Branson, Gen. Colin Powell, Jeff Immelt of General Electric and the Red Hot Chili Peppers. Find out more about the social media conversation in this analysis powered by the Marketing Cloud.

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    Dreamforce 2012 Social Media Report Dreamforce 2012 Social Media Report Document Transcript

    • Special Edition Dreamforce 2012Social Media Wrap-Up data Report
    • Introduction 3 A Topline Look at the Results 4 A Topline Look at Growth 5 Who was Talking about Dreamforce? 6 Salesforce Product Keynote Topics 7 Who Were the Top Tweeters at Dreamforce? 8 What Were the Most Popular Hashtags at #DF12? 9 Facebook Growth 10 Social Conversations: Sir Richard Branson 11 Social Conversations: Gen. Colin Powell and Jeff Immelt Keynote 12 Social Conversations: Tony Robbins Day! 13 Industry Analysts at Dreamforce 14 Conclusion 152 http://www.salesforce.com/marketing-cloud/ © 2012 salesforce.com, inc. All rights reserved. Proprietary and Confidential
    • Introduction salesforce.com’s Dreamforce 2012 – the “Superbowl of cloud computing” held in September 2012 – broke records in terms of number of people registered (over 92,000) and for volume of social media conversations. How does the largest cloud computing business conference become a nationwide trending topic on Twitter and reach over 160,000 social mentions? Dreamforce 2012 featured three days of live broadcasting, 14 keynotes, over 800 sessions, and influential speakers such as entrepreneur Tony Robbins, CEO Marc Benioff, Sir Richard Branson, Gen. Colin Powell, Jeff Immelt of General Electric and the Red Hot Chili Peppers. We fueled conversations about social, mobile and cloud computing trends among more than 92,000 attendees on-site and online via live streaming on Facebook. In this wrap-up report with data powered by Salesforce Marketing Cloud, we share how we measured success and what aspects of Dreamforce 2012 drove the most engagement. Using Salesforce Marketing Cloud for monitoring and engaging, we looked at the data around Dreamforce (#DF12) in real-time, pulling in insights, sharing metrics and demographics.3 http://www.salesforce.com/marketing-cloud/ © 2012 salesforce.com, inc. All rights reserved. Proprietary and Confidential
    • A Topline Look at the Results Share of Salesforce Conversation Dreamforce Mentions Salesforce Mentions 9,000 100% TUESDAY WEDNESDAY THURSDAY FRIDAY 8,000 90% 7,000 80% 70% 6,000 60% 5,000 50% 4,000 40% 3,000 30% 2,000 20% 1,000 10% 0 0% M M M AM M M M PM M M M AM M M M AM M M M PM M PM M M M AM M M M PM M M 3P 6P 9P 3A 6A 9A 3P 6P 9P 3A 6A 9A 3A 6A 3P 9A 3P 6P 9P 3A 6A 9A 6P 9P 12 12 12 12 12 12 12 12 • 115,576 social mentions about Dreamforce from Tuesday - Friday • 82% of all salesforce.com conversations were about Dreamforce, and 83% of Dreamforce social mentions were positive • Marketing Cloud was the most talked about Product Topic, followed by Chatter and Platform • Lots of big names tweeted about Dreamforce with huge reach including MC Hammer and Sir Richard Branson. The top seven have a total of 11.5 million followers • Wednesday had the most social mentions with almost 46,000, which is attributed to the main keynote with Marc Benioff and the afternoon keynote with Sir Richard Branson occurring on Wednesday • More than 160,000 social mentions were addressed at the Command Center powered by the Salesforce Marketing Cloud4 http://www.salesforce.com/marketing-cloud/ © 2012 salesforce.com, inc. All rights reserved. Proprietary and Confidential
    • A Topline Look at Growth df11 df12 9,000 TUESDAY WEDNESDAY THURSDAY FRIDAY 8,000 7,000 6,000 5,000 4,000 3,000 2,000 1,000 0 M AM M M PM M M AM M M PM M AM M M PM M M AM M M PM M M 4A 8A 4P 4P 4P 8P 4A 8A 8P 4A 8A 8P 4A 8A 4P 8P 12 12 12 12 12 12 12 12 Dreamforce saw 90% year over year (Y/Y) growth in social mentions compared to Dreamforce 2011. The greatest Y/Y growth was on Tuesday with 169% more social mentions than last year. Friday was also an important day with 99% more social mentions than Dreamforce 2011. Key Takeaway: Consider live-streaming your event on Facebook. This played a large role in driving online social conversations at Dreamforce since it reached an additional audience directly where they spend their time.5 http://www.salesforce.com/marketing-cloud/ © 2012 salesforce.com, inc. All rights reserved. Proprietary and Confidential
    • Who was Talking about Dreamforce? 26% 25–34 years old 36% 35–44 years old 25% 45–54 years old The majority of Dreamforce 2012 mentions were 63% positive (83%) and came from men between the ages of 35-44. Male 37% Female6 http://www.salesforce.com/marketing-cloud/ © 2012 salesforce.com, inc. All rights reserved. Proprietary and Confidential
    • Salesforce Product Keynote Topics Marketing Cloud, Chatter and Platform product keynote topics had the most social mentions. Almost 30% of the Marketing Cloud topic social mentions were about Michael Lazerow and/or Marcel LeBrun. SMB Data.com Sales Cloud Service Cloud Developer Work.com Platform Chatter Marketing Cloud 0 500 1000 1500 2000 2500 3000 3500 4000 4500 5000 Key Takeaway: Share late-breaking news at your conferences, such as new product announcements. This drives conversation and the Marketing Cloud saw significant mentions as a result.7 http://www.salesforce.com/marketing-cloud/ © 2012 salesforce.com, inc. All rights reserved. Proprietary and Confidential
    • Who Were the Top Tweeters at Dreamforce? @shivanathd 1,030 @michael_lytle 853 @ValaAfshar 801 @TonyHallRadop 708 @dsillsby 658 @Brad_W_Martin 617 @studentforce 493 @KingofSaas 462 @InsideView 426 0 200 400 600 800 1000 1200 Key Takeaway: Instead of the message solely coming from the brand, your goal should be to let your attendees and influencers drive the conversation.1 1 @dreamforce was excluded from data8 http://www.salesforce.com/marketing-cloud/ © 2012 salesforce.com, inc. All rights reserved. Proprietary and Confidential
    • What Were the Most Popular Hashtags at #DF12? #df12 86,868 #dreamforce 5,946 #socbiz 2,631 #salesforce 2,022 #marketingcloud 1,728 #leadership 1,554 #df12live 1,499 #devzone 1,125 #cloud 859 #socialmedia 816 0 20000 40000 60000 80000 100000 #DF12 was the official event hashtag. It got a lot of love on Twitter from rappers, C-level execs, and some country music superheroes. These individuals have large followings on Twitter, and no doubt influenced conversation around the conference. @Tony @RichardBranson @PadMasree Robins @Lady @Mr_Dupri @MCHammer Antebellum @Om Inventor of Coolest Dude UCSF Country 90’s Rapper CTO & Strategy Founder of @ Motivational Hammer Time Alive @Virgin Superstars Officer @Cisco GigaOM Speaker & Star of “Shallow Hal” 28 #DF12 Tweets 1 #DF12 Tweet 1 #DF12 Tweet 6 #DF12 Tweets 1 #DF12 Tweet 1 #DF12 Tweet 2.8M followers 2.4M followers 856k followers 579k followers 1.4M followers 1.3M followers 15 #DF12 Tweets 2.2M followers Key Takeaway: Develop close relationships with event participants and reach out to them with the right hashtags. Ask them to Retweet and promote before, during and after the event.9 http://www.salesforce.com/marketing-cloud/ © 2012 salesforce.com, inc. All rights reserved. Proprietary and Confidential
    • Facebook Growth • Grew Facebook followers by 21% in 30 day period • 17,227 of these new fans joined in seven days • Timeline posts reached 5,200,000 million people • The most popular post came from the Day 1 keynote, reaching 2,138,488 people Key Takeaway: Update your Facebook Timeline throughout the conference to engage your audience and keep those who cannot attend in the loop.10 http://www.salesforce.com/marketing-cloud/ © 2012 salesforce.com, inc. All rights reserved. Proprietary and Confidential
    • Social Conversations: Sir Richard Branson • During the Wednesday Keynote (2-4pm) 66% of Dreamforce 2012 Tweets were related to Sir Richard Branson • Tweet subjects focused on Mr. Branson’s leadership, risk taking and overall excitement to see him in person Key Takeaway: Make the conversation about more than products and your company. Consider the role of a celebrity or influencer to share the message of leadership. The magnetic personality of an influencer, such as Sir Richard Branson, draws significant engagement.11 http://www.salesforce.com/marketing-cloud/ © 2012 salesforce.com, inc. All rights reserved. Proprietary and Confidential
    • Social Conversations: Gen. Colin Powell and Jeff Immelt Keynote The Thursday keynote with Gen. Colin Powell and Jeff Immelt had over 2,500 social mentions. Popular words used were positive, including ‘leadership’, ‘amazing’, ‘awesome’, and ‘love’. Key Takeaway: Having world renowned leaders and broadcasting the conversation online can attract a large audience and spark social conversation as audiences share their favorite moments.12 http://www.salesforce.com/marketing-cloud/ © 2012 salesforce.com, inc. All rights reserved. Proprietary and Confidential
    • Social Conversations: Tony Robbins Day! There were more than 1,800 Tweets about Tony Robbins on Friday, most of which were inspirational and educational quotes from the session. Key Takeaway: Attendees can share their own experience inside and outside of the room with their social followers. Consider their sentiment when analyzing social media mentions to determine your future event plans.13 http://www.salesforce.com/marketing-cloud/ © 2012 salesforce.com, inc. All rights reserved. Proprietary and Confidential
    • Industry Analysts at Dreamforce Industry Analysts at Dreamforce 2012 had 4,351 social mentions. They Tweeted about Marc Benioff, the Virgin America video, Parker Harris’ interview, and more. Key Takeaway: Your industry analysts are an audience that should always be top of mind. Their ideas, thoughts and opinions have reach, so consider their needs and conversations when analyzing results. Arm them with the right hashtags and recognize their participation using leaderboards and Retweets.14 http://www.salesforce.com/marketing-cloud/ © 2012 salesforce.com, inc. All rights reserved. Proprietary and Confidential
    • Conclusion We hope the measured success of Dreamforce 2012 inspires you to think about how you can track and engage in your conversations at industry conferences. Learn more about how Salesforce Marketing Cloud can help you achieve your social media strategy goals here.15 http://www.salesforce.com/marketing-cloud/ © 2012 salesforce.com, inc. All rights reserved. Proprietary and Confidential
    • Have questions or comments? Find us at www.salesforce.com/marketing-cloud/ or follow us on:  facebook.com/marketingcloud  twitter.com/marketingcloud  linkedin.com/company/marketingcloud  +marketingcloud  youtube.com/marketingcloud16 http://www.salesforce.com/marketing-cloud/ © 2012 salesforce.com, inc. All rights reserved. Proprietary and Confidential