dreamforce 2012 social media report

data RepoRt

Dreamforce 2012 Social Media Wrap-Up

Special edition

© 2012 salesforce.com, inc. All rights reserved. Proprietary and Confidentialhttp://www.salesforce.com/marketing-cloud/2

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 15


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.


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Share of Salesforce Conversation Dreamforce Mentions Salesforce Mentions

WEDNESDAYTUESDAY FRIDAYTHURSDAY

• 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 Cloud

A Topline Look at the Results

http://www.salesforce.com/marketing-cloud/overview/


A Topline Look at Growth

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df11 df12

WEDNESDAYTUESDAY FRIDAYTHURSDAY

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.


Who was Talking about Dreamforce?

26%25–34 years old



The majority of Dreamforce 2012 mentions were positive (83%) and came from men between the ages of 35-44.

63%Male

37%Female


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.

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Marketing Cloud

Chatter

Platform

Work.com

Developer

Service Cloud

Sales Cloud

Data.com

SMB

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.


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@InsideView

@KingofSaas

@studentforce

@Brad_W_Martin

@dsillsby

@TonyHallRadop

@ValaAfshar

@michael_lytle

@shivanathd

426

462

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617

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1,030

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 data

Who Were the Top Tweeters at Dreamforce?


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#socialmedia

#cloud

#devzone

#df12live

#leadership

#marketingcloud

#salesforce

#socbiz

#dreamforce

#df12

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2,631

5,946

86,868

#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.

@McHammer

Inventor of Hammer Time

28 #dF12 tweets 2.8M followers

@RichardBranson

Coolest Dude Alive @Virgin

1 #dF12 tweet 2.4M followers

@Mr_dupri

90’s Rapper

6 #dF12 tweets 579k followers

@padMasree

CTO & Strategy Officer @Cisco


@om

Founder of @GigaOM


@lady antebellum

UCSF Country Superstars

1 #dF12 tweet 856k followers

@tony Robins

Motivational Speaker & Star

of “Shallow Hal”

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.

What Were the Most Popular Hashtags at #DF12?


• 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.

Facebook Growth


• 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.

Social conversations: Sir Richard Branson


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.

Social conversations: Gen. Colin Powell and Jeff Immelt Keynote


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.

Social conversations: Tony Robbins Day!


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.

Industry Analysts at Dreamforce


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.

Conclusion

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