1.
SXSW Interactive
March 9th – 13th, 2012
Salesforce Radian6 Report

2.
SUMMARY OF “SXSW” MENTIONS
e
During the 5 days of SXSW Interactive, we monitored the
buzz around the event, the panels and the parties to get a 41.3%
0 20K 40K 60K 80K 100K
sense of who was talking and what they were talking about.
58.7%
F March 9th
R 179,394 Posts 25-34
I
D
A
Y
42.8%
S March 10th
A 181,973 Posts 57.2%
T
U 25-34
R
D
A
Y
42.9%
March 11th
S 169,013 Posts
57.1%
U
N
D 25-34
A
Y
42.6%
M March 12th
O 236,118 Posts
N 57.4%
D
A 25-34
Y
T March 13th 42.6%
U 202,729 Posts
E 57.4%
S
D 25-34
A
Y
12 AM 4 AM 8 AM 12 PM 4 PM 8 PM
Salesforce Radian6 Report 2

3.
RECAP OF FRIDAY, MARCH 9 TH 2012
0 20K 40K 60K 80K 100K
41.3%
F March 9th
179,394 Posts 58.7%
R
I
25-34
D
A
Y
12 AM 4 AM 8 AM 12 PM 4 PM 8 PM
Day 1 had the conversation buzzing about upcoming
sessions, people checking in with Foursquare and just
overall general excitement about gearing up for SXSW.
@sxsw
@texashumor
@jennyjohnsonhi5
@subwayfreshbuzz
@thenextweb
@jayz
@mashable
@chrisbrogan
@angrybirds
@jaredleto
0 200 400 600 800 1000
#mhealth
AT&T Mobile App Hackathon
#gamify
A Celebration of American Startups
For Friday, the panel and party buzz
TechKaraoke SXSW
was split 50/50 for the top 10.
Tech Career Expo
On the panel side, talks about mobile
health apps lead the way. #brainlives
20x2
On the party side, the mobile buzz
continued as folks geared up for the #Avantgame
start of the AT&T Mobile App
#google
Hackathon.
0 100 200 300 400 500 600
Salesforce Radian6 Report 3

4.
RECAP OF SATURDAY, MARCH 10 TH 2012
0 20K 40K 60K 80K 100K
42.8%
S March 10th
A 181,973 Posts 57.2%
T
U 25-34
R
D
A
Y
12 AM 4 AM 8 AM 12 PM 4 PM 8 PM
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.
@sxsw
@jayz
@mashable
@rainnwilson
@ill_iterate
@yellowlegos
@austindeclares
@stevecase
@americanexpress
@jaredleto
0 200 400 600 800 1000
#keynotunde
AT&T Mobile App Hackathon
The Nokia Lab
#CatchFrank
Panels started to pull a little more sway
Aetna Presents Third Eye Blind
on Day 2 of SXSW with the Keynote
from Beratunde Thurston. The Cloud Lounge Sponsored by HP
#Networked
From the party side, people still were a #StartYOU
buzz about the on going Hackathon but
Nokia Lab was close behind the in the #ByBravo
overall chatter. #Emotions
0 200 400 600 800 1000 1200 1400 1600
Salesforce Radian6 Report 4

5.
RECAP OF SUNDAY, MARCH 11 TH 2012
0 20K 40K 60K 80K 100K
42.9%
March 11th
S 169,013 Posts
57.1%
U
N
D 25-34
A
Y
12 AM 4 AM 8 AM 12 PM 4 PM 8 PM
Day 3 saw lots of buzz around
announcements made during SXSW, many
shared by sources like @mashable.
@mashable
@yellowlegos
@jimmyfallon
@sxsw
@thenextweb
@jayz
@funnyordie
@time
@jaredleto
@leodicaprio
0 200 400 600 800 1000 1200 1400 1600
#AmberCase
Screenburn
The Crowdtap VIP Party
Google Village
For the second day in a row the #Dropbox
keynote for the day stole the show & The Nokia Lab
the buzz. The parties held on strong #Barry Diller
taking the remaining spots in top 5
PBS Sherlock Party
buzz.
#DentonInt
#Optimism
0 100 200 300 400 500 600 700 800
Salesforce Radian6 Report 5

6.
RECAP OF MONDAY, MARCH 12 TH 2012
0 20K 40K 60K 80K 100K
42.6%
M March 12th
O 236,118 Posts 57.4%
N
D 25-34
A
Y
12 AM 4 AM 8 AM 12 PM 4 PM 8 PM
Monday was all a buzz about Jay-Z’s performance that
was sponsored by American Express.
@americanexpress
@mashable
@sxsw
@time
@yellowlegos
@jayz
@gohdapp
@folub
@funnyordie
@pitchforkmedia
0 200 400 600 800 1000 1200
#IQExpand
#FutureNYT
RoboTrip
The Nokia Lab
#ContentAs
As people enjoyed the music of Jay-Z,
the panels stole the show away from #Values
the party scene with 6 panels coming in #Richorpoor
to the top 10.
Zya Launch
Stumble Upon Happy Hour
0 200 400 600 800 1000 1200 1400
Salesforce Radian6 Report 6

7.
RECAP OF TUESDAY, MARCH 13 TH 2012
0 20K 40K 60K 80K 100K 42.6%
T March 13th 57.4%
U 202,729 Posts
E
S 25-34
D
A
Y
12 AM 4 AM 8 AM 12 PM 4 PM 8 PM
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.
@sxsw
@funnyordie
@mashable
@rollingstone
@noreservations
@dkberman
@timoreilly
@cdedt
@gohdapp
@cherlloyd
0 200 400 600 800 1000
#pinterest
#JPahlka
#Bourdain
#SXsterling
@NIGHT Hosted by Rdio
What was the “pin” to mark a
#futuremus
successful SXSWi? A panel about
Pinterest of course! The Nokia Lab The Nokia Lab
continued to keep buzz going even on #Turntable
the last day. Evernote SXSW Meetup
#advisors
0 500 1000 1500 2000
Salesforce Radian6 Report 7

8.
FULL RECAP
100K 42.5%
March 9th - 13th
992,423 Posts
80K
57.5%
60K
25-34
40K
20K
0
FRIDAY SATURDAY SUNDAY MONDAY TUESDAY
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.
@mashable
@sxsw
@americanexpress
@yellowlegos
@funnyordie
@gohdapp
@time
@rollingstone
@jayz
@folub
0 500 1000 1500 2000 2500
AT&T Mobile App Hackathon
The Nokia Lab
#mhealth
SXSW Screenburn
#pinterest
Who caused the most buzz this week? Robo Trip
We saw that the AT&T and Nokia
#Keynotunde
events pulled in the top amount of buzz
for the week. Overall, the panels ruled #IQExpand
the top ten events. #FutureNYT
#JPPahlka
0 1000 2000 3000 4000 5000
Salesforce Radian6 Report 8

9.
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."
Salesforce Radian6 Report 9

10.
FINAL SUMMARY
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.
Salesforce Radian6 Report 10

11.
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