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For most places in the US, the change of seasons brings autumn leaves and pumpkin-spiced everything. But for Silicon Valley and the San Francisco Bay Area, the onset of fall brings unruly Uber rates, "cloud talk" (not the weather kind), and discussions of Marc Benioff’s shoes. That’s right, Dreamforce 2016 is upon us.
While this conference attracts over 150,000 people for product announcements and a notorious party scene, above all else, it gets pretty noisy. Whether you plan to attend virtually or IRL, we’re here to help separate the signal from the noise.
Salesforce is famous for its CRM but has a vast line of products stretching from marketing and sales to analytics and IoT. Navigating these topics can be exhausting. How do you focus on what really matters? Let’s explore who leads the conversations and who ultimately impacts Salesforce's robust and diverse consumers.
In order to help break down the Dreamforce ecosystem, we have created customized infographics for three of Salesforce’s most predominant product lines: Marketing Cloud, Sales Cloud and Service Cloud. We looked to The Many Faces of Influence, an infographic used to help explain influencer archetypes, as inspiration for uncovering the “who’s who” of Dreamforce 2016.
Influencer marketing is a tricky business. And the number one reason brands fail is due to selecting the wrong influencers. Luckily, we’ve removed that hurdle. Using the Traackr platform, influencers are vetted across three metrics: reach, resonance, and relevance:
To create the following infographics, we built different keyword sets based on the particular product line. These influencers represent the top voices in their respective industries and more importantly, who Salesforce’s audience follows and listens to for trusted advice.
Now that we have identified who is leading the conversation, the next step is to understand what makes these conversations important. The keyword report below analyzes the conversation trends happening among the influencers featured across all three infographics.
Looking back at the past month, these 30 influencers have generated 710M impressions around this group of keywords alone. “Customer service” dominates the conversation with 1,757 mentions followed by “sales” with 1,418 mentions and “content marketing” with 626 mentions. We can thank Marsha Collier for the three large “customer service” spikes. Marsha hosts #CustServ twitter chat weekly, which caused a huge increase in the conversation around customer service topics.
These influencers were selected for their expertise within Salesforce’s LOBs. While some have affiliations with Salesforce, others don’t mention the tech giant at all. Although Salesforce has an MVP program, most of these influential voices do not identify as being part of the program. Yet, these influencers have mentioned Salesforce 316 times over the past month. A few of these influencers will rally around Dreamforce but there is no guarantee these people will attend (or even tweet about) the upcoming Salesforce conference.
Check back for daily updates during Dreamforce week. We will be updating this graph daily with the most up-to-date conversation trends. My prediction would be a spike in artificial intelligence due to the Einstein announcement (see the 228 mentions). What are your predictions? What will dominate the conversation at Dreamforce 2016?