Salesforce.com Takes Dreamforce to the Next Level - Event Marketer

Salesforce.com Takes Dreamforce to the Next Level

DB_Salesforce_2012 Book
Brand: SALESFORCE.COM
Agency: GEORGE P. JOHNSON
Awards: EX AWARDS — BEST MULTI-MARKET EVENT (B-TO-B)
Year: 2012

Salesforce.com’s Dreamforce conference is intended to engage industry professionals and deliver thought leadership via high energy, audience-centric events. After several successful years, the company wanted to make it even bigger, drive more engagement and deliver greater value to attendees.

Salesforce.com marketers knew that, even with the event’s hyper-connected audience, they needed to encourage interaction, so the brand leveraged internal social channels including Dreamforce Chatter, Twitter and Facebook, to drive engagement, provide content, capture feedback and promote networking.

The company wanted to ensure that even if attendees were new to Dreamforce, there was a group, buddy or Dreamforce concierge who could help them navigate the event. Social media also was used to anchor content via a dedicated social media and marketing track that featured keynotes from some of the biggest names in technology and social media who shared their roadmap for building their social enterprise. Meanwhile, the brand offered opportunities for attendees to give back to the community by volunteering to help with nonprofit organizations and projects on site.

Dreamforce set new company records across several key performance indicators, including 46,000 registered attendees (up 54 percent over the previous year), 32,000 on-site attendees (up 41 percent) and 1,500 C-level executives in attendance for the executive programs. Best of all, 90 percent of all Dreamforce attendees used Chatter.

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