Transcript
Page 1: SXSW 2012 Social Media Buzz Report

SXSW Interactive March 9th – 13th, 2012

Salesforce Radian6 Report

Page 2: SXSW 2012 Social Media Buzz Report

Salesforce Radian6 Report

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SUMMARY OF “SXSW” MENTIONS

e

0 20K 40K 60K 80K 100K 41.3%

58.7%

25-34

F R I D A Y

S A T U R D A Y

March 9th 179,394 Posts

March 10th 181,973 Posts

42.8%

57.2%

25-34

S U N D A Y

M O N D A Y

T U E S D A Y

March 11th 169,013 Posts

42.9%

57.1%

25-34

March 12th 236,118 Posts

42.6%

57.4%

25-34

42.6%

57.4%

25-34

12 AM 4 AM 8 AM 12 PM 4 PM 8 PM

March 13th 202,729 Posts

During the 5 days of SXSW Interactive, we monitored the buzz around the event, the panels and the parties to get a sense of who was talking and what they were talking about.

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RECAP OF FRIDAY, MARCH 9TH 2012

41.3%

58.7%

25-34

F R I D A Y

March 9th 179,394 Posts

12 AM 4 AM 8 AM 12 PM 4 PM 8 PM

0 20K 40K 60K 80K 100K

@sxsw

@texashumor

@jennyjohnsonhi5

@subwayfreshbuzz

@thenextweb

@jayz

@mashable

@chrisbrogan

@angrybirds

@jaredleto

0 200 400 600 800 1000

For Friday, the panel and party buzz was split 50/50 for the top 10.

On the panel side, talks about mobile health apps lead the way.

On the party side, the mobile buzz continued as folks geared up for the start of the AT&T Mobile App Hackathon.

Day 1 had the conversation buzzing about upcoming sessions, people checking in with Foursquare and just overall general excitement about gearing up for SXSW.

#mhealth

AT&T Mobile App Hackathon

#gamify

A Celebration of American Startups

TechKaraoke SXSW

Tech Career Expo

#brainlives

20x2

#Avantgame

#google

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RECAP OF SATURDAY, MARCH 10TH 2012

12 AM 4 AM 8 AM 12 PM 4 PM 8 PM

0 20K 40K 60K 80K 100K

@sxsw

@jayz

@mashable

@rainnwilson

@ill_iterate

@yellowlegos

@austindeclares

@stevecase

@americanexpress

@jaredleto

0 200 400 600 800 1000

S A T U R D A Y

March 10th 181,973 Posts

42.8%

57.2%

25-34

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.

#keynotunde

AT&T Mobile App Hackathon

The Nokia Lab

#CatchFrank

Aetna Presents Third Eye Blind

The Cloud Lounge Sponsored by HP

#Networked

#StartYOU

#ByBravo

#Emotions

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Panels started to pull a little more sway on Day 2 of SXSW with the Keynote from Beratunde Thurston.

From the party side, people still were a buzz about the on going Hackathon but Nokia Lab was close behind the in the overall chatter.

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RECAP OF SUNDAY, MARCH 11TH 2012

12 AM 4 AM 8 AM 12 PM 4 PM 8 PM

0 20K 40K 60K 80K 100K

S U N D A Y

March 11th 169,013 Posts

42.9%

57.1%

25-34

@mashable

@yellowlegos

@jimmyfallon

@sxsw

@thenextweb

@jayz

@funnyordie

@time

@jaredleto

@leodicaprio

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For the second day in a row the keynote for the day stole the show & the buzz. The parties held on strong taking the remaining spots in top 5 buzz.

Day 3 saw lots of buzz around announcements made during SXSW, many shared by sources like @mashable.

#AmberCase

Screenburn

The Crowdtap VIP Party

Google Village

#Dropbox

The Nokia Lab

#Barry Diller

PBS Sherlock Party

#DentonInt

#Optimism

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RECAP OF MONDAY, MARCH 12TH 2012

12 AM 4 AM 8 AM 12 PM 4 PM 8 PM

0 20K 40K 60K 80K 100K

@americanexpress

@mashable

@sxsw

@time

@yellowlegos

@jayz

@gohdapp

@folub

@funnyordie

@pitchforkmedia

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As people enjoyed the music of Jay-Z, the panels stole the show away from the party scene with 6 panels coming in to the top 10.

Monday was all a buzz about Jay-Z’s performance that was sponsored by American Express.

#IQExpand

#FutureNYT

RoboTrip

The Nokia Lab

#ContentAs

#Values

#Richorpoor

Zya Launch

Stumble Upon Happy Hour 0 200 400 600 800 1000 1200 1400

M O N D A Y

March 12th 236,118 Posts

42.6%

57.4%

25-34

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RECAP OF TUESDAY, MARCH 13TH 2012

12 AM 4 AM 8 AM 12 PM 4 PM 8 PM

0 20K 40K 60K 80K 100K

T U E S D A Y

42.6%

57.4%

25-34

March 13th 202,729 Posts

@sxsw

@funnyordie

@mashable

@rollingstone

@noreservations

@dkberman

@timoreilly

@cdedt

@gohdapp

@cherlloyd

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What was the “pin” to mark a successful SXSWi? A panel about Pinterest of course! The Nokia Lab continued to keep buzz going even on the last day.

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.

#pinterest #JPahlka

#Bourdain #SXsterling

@NIGHT Hosted by Rdio #futuremus

The Nokia Lab #Turntable

Evernote SXSW Meetup #advisors

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FULL RECAP

@mashable

@sxsw

@americanexpress

@yellowlegos

@funnyordie

@gohdapp

@time

@rollingstone

@jayz

@folub

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Who caused the most buzz this week? We saw that the AT&T and Nokia events pulled in the top amount of buzz for the week. Overall, the panels ruled the top ten events.

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.

100K

80K

60K

40K

20K

0

FRIDAY SATURDAY SUNDAY MONDAY TUESDAY

42.5%

57.5%

25-34

March 9th - 13th 992,423 Posts

AT&T Mobile App Hackathon

The Nokia Lab

#mhealth

SXSW Screenburn

#pinterest

Robo Trip

#Keynotunde

#IQExpand

#FutureNYT

#JPPahlka

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FINAL SUMMARY

So what did we learn at SXSW? Yes, there was a lot of discussion about Google+, Pinterest, Instagram and new social apps at SXSW. Yes, there was a lot of chatter about Jay-Z’s astounding AMEX performance, Nike’s ubiquitous presence, and the much appreciated “Catch a Chevy” transportation service. But as the Interactive portion of South By came to a close, we looked beyond the luminous chatter around social media’s latest “shiny objects” to reflect on what we think were three major takeaways…

Social Media + You Can Drive Societal and Political Change

Are our social media connections strong enough to drive social change? During Sean Parker and Al Gore’s discussion, the former Vice President argued that ties are too weak: “There's a tendency sometimes to believe that if you connect online and get someone to touch and click, that's the equivalent to signing them up. But actually the ties that are formed are often much weaker and less durable, and as a result, democratic organizing movements that put the Internet at the center [often] don't have that oomph, that staying power."

Yet if you look at the recent collective action that derailed SOPA, it’s evident that social media does indeed help mobilize a crowd around an issue. In 2012: Social Media’s New Role in Politics, panelists argued that social media does a great job of drawing awareness to specific causes. It’s a great educational tool. And as the 2012 elections encroach, politicians can prepare by 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 to educate one another about the issues we care about, there are many people who want to take responsible citizenship further – actually dedicate their time to a cause they find meaningful and rewarding. In her keynote, Jennifer Pahlka of CodeForAmerica.org talked about how the volunteers involved with her nonprofit are driving the “Government 2.0” movement – the emergence of citizen participation to create technologies that improve government efficiency and 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 media and technology have opened doors to new ways we can serve our country. By working together to code applications that solve our cities’ problems, we can change our understanding of government as an “ossified institution” to “what we do together.” As The Information Diet author Clay Johnson put it, “Coding isn't just about making software. It's about rewiring society."

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The Future of Social Media + Mobile = Ambient Discovery

Technology has a profound impact on human interaction and behavior. Amber Case’s keynote explored how we use technology to extend our mental capabilities. We use our mobile phones to help us navigate the world and remember things. How can we use mobile and social technology to solve additional human problems for the current situation? For example: Meeting new people and discovering new adventures can be difficult. This year numerous mobile 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 serendipitous discovery 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 Focus on Adding Value

During a chat with Brian Solis, Smashing Pumpkins’ Billy Corgan highlighted the emerging challenges (and opportunities) for artists and musicians in today’s world of abundant “laptop rock stars.” Artists will no longer make money from album sales or shows, but from subsequent endorsements or product lines. To provoke an emotional bond with music, artists have to become entrepreneurs and develop additional talents. They have to draw fans in with video, alignment with social causes and more. Increasingly, companies, artists and content creators will have to create more engaging interactive experiences to deepen the relationship with customers.

Tim O’Reilly’s chat about “Creating More Value than You Capture” paralleled the demand for a higher standard of sustainable, economic utility as machines replace humans. Because investors don’t create jobs and customers do, we need to focus on adding value for those who need a problem solved. Creating value – whether compensated or not – boils down to people having fun and doing work they’re passionate about. Enterprise usage of social media is one outlet for adding value.

FINAL SUMMARY

Page 11: SXSW 2012 Social Media Buzz Report

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