Dreamforce 2010
Salesforce.com, the pioneering cloud computing company, engaged GPJ to manage the development and production of their annual Dreamforce event.
To build on the event’s 2009 success, GPJ needed to create a more holistic brand experience for Dreamforce with a focus on extending reach, deepening engagement and delivering value on a personal level, while introducing “Cloud 2” with Chatter as the next generation of cloud computing that is social, mobile and real-time.
To generate awareness and drive registration for the event, Salesforce.com implemented a sophisticated and effective outreach program featuring social media, email marketing, local radio adverts and significant engagement with the sales organization.
On December 6-9, 2010, over 23,000 cloud fans, global C-level executives, small business owners and press/analysts gathered at the Moscone Convention Center in San Francisco to attend Dreamforce where they learned about the future of the cloud and how to master it - it was a comprehensive event: keynotes, breakout sessions, Cloud Expo with live demos, hands-on training and labs, one-on-one Success Clinics, networking galore and entertainment.
To create demand on-site, the outreach program was put in the hands of the attendees, taking advantage of Dreamforce’s roll out of the free Chatter mobile app to make social media a fundamental part of the conference experience. This innovative approach leveraged the power of peer influence over self-promotion by prominently displaying Dreamforce community generated Tweets and Chatter posts throughout the event. To ensure attendees had the latest event updates, information and schedule reminders were pushed out to attendees via Facebook, Twitter, the Dreamforce Microsite and Chatter. Both incoming and outgoing social media was managed by LEAp, GPJ’s social media monitoring services.
A highly participatory event theme, COLLABORATE, was seamlessly aligned with the nature of the Salesforce.com culture, reminding attendees of the value of the Chatter tool and was apparent in every aspect of the event’s physical and online manifestations. The conference structure was festooned with the brand’s trademark fluffy clouds and vibrant colors inside and out including all three of the Moscone Convention Center buildings and environments. The cloud theme continued across Salesforce.com architecture and signage, collateral materials and digital media - even on the Chatter demos playing on the oversized mobile devices stationed around the space.
Post event, attendees were granted continued access to Chatter and the attendee portal for year-round networking. In addition, the supporting network of online resources has been structured to channel the excitement from the 2010 event and build enthusiasm for Dreamforce 2011.
