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Salesforce Marketing Cloud listens to real-time, social media data around major events and industry happenings. Our content team uses this data to create blog posts, data reports and Slideshare presentations. Sharing information about these social conversations boosts exposure for the Marketing Cloud, including visits to the blog and downloads of their reports.
This strategy is called "Newsjacking," coined by strategist, speaker and best-selling author, David Meerman Scott. (Hear from David Meerman Scott in a Salesforce Marketing Cloud webinar on Thursday, July 25 at 2:30pm ET) Here are some examples of Marketing Cloud's newsjacking.
Salesforce Marketing Cloud created daily social media reports during the world's largest consumer electronics show and posted them on Slideshare. The reports launched at 5pm PT everyday and covered everything from overall social media volume to top Tweets to influencers. They shared this all over their social channels and the data was picked by major news outlets, including ZDNET.
"With this type of volume, you can't do it with one person. We're talking about 150,000 mentions of CES a day right now," said Michael Lazerow, remarking that's out of billions of online conversations from approximately 500 million sources, ranging from Twitter to electronics forums."
Salesforce Marketing Cloud collected real-time social media data around the big game and shared it on their social channels, their blog, and on Slideshare within a few hours of the Ravens scoring the final touchdown.
The data was used by several news organizations to assess the social buzz around players, advertisers and the game itself.
Adweek looked at Salesforce Marketing Cloud data around advertisers leading up to the big game, particularly Toyota and Mercedes Benz:
"And according to data from Salesforce Marketing Cloud, the strategy appears to be working. The brand has been mentioned more than any other spot so far via social media, per Salesforce, and has a 55 percent positive sentiment."
ESPN took Salesforce Marketing Cloud data and assessed mentions of key players from the Baltimore Ravens and San Francisco 49ers:
"Not surprisingly, Ray Lewis is generating big buzz heading into the final game of his career. According to Salesforce Marketing Cloud, the Baltimore linebacker has generated more than 188,000 mentions over the past two weeks, almost five times more than any other player."
Yahoo! Finance Canada used data from Salesforce Marketing Cloud to track consumer sentiment of Super Bowl advertisers:
"Salesforce.com, a company that offers business applications via a cloud computing model, has been trying to capture some of this activity in more quantifiable form via its Marketing Cloud (a Canadian-made product originally known as Radian6), which has been tracking mentions of various Super Bowl advertisers and whether consumers are talking positively or negatively."
Business Insider borrowed a Salesforce Marketing Cloud chart that showed how mentions of Oreo spiked during the Super Bowl blackout because of their great use of real-time marketing.
By 10am ET each morning, Salesforce Marketing Cloud had posted social media data around the previous day's activities at SXSW Interactive, a large conference for marketers. The data reports lived on Slidedshare, the blog and even on big screens at the Cloud Lounge, a Salesforce hot spot right in downtown Austin.
CNET took a look at buzz around SXSW 2013, and in part based on Salesforce Marketing Cloud data, drew conclusions about what got people excited at the conference.
AdWeek used data from Salesforce Marketing Cloud to create an infographic to summarize SXSW 2013.
When Salesforce Marketing Cloud learned of the new Facebook Home, they quickly looked at the social conversation and shared these findings on their blog. The Globe and Mail used Salesforce Marketing Cloud data to assess the most-discussed features and overall sentiment of the announcement.
Marketing Cloud rounded up the social data from Wimbledon 2013 and put it on Slideshare as a quick report, followed by a blog post. On the heels of Andy Murray's Wimbledon win, The Drum used Salesforce Marketing Cloud's data to look at players and brand mentions throughout the tournament.
Ready to start some newsjacking of your own? Hear from David Meerman Scott in a Salesforce Marketing Cloud webinar on Thursday, July 25 at 2:30pm ET, "Newsjacking" or injecting your ideas into a breaking news story. These tips will help you use the news stories and current events to further your own ends.
