Even at the overwhelming Consumer Electronics Show, it’s hard to miss the large Salesforce monitors in the Las Vegas Convention Center’s North Hall. Every second the screen is spitting CES stats, ranging from the reactions to certain announcements to the ranking of the most discussed gadget categories. The graphs, charts and numbers are pulled from about 500 million different sources.

It is called the Social Media Command Center, a nerdy collaboration between CES-owners Consumer Electronics Association and cloud computing giant Salesforce. Inside Social Commerce talked to Michael Peachey, Salesforce Senior Director of Solutions Marketing, about how the partnership came about and what trends they were already seeing early in the conference week.

Read the Q&A and learn how Salesforce is monitoring social media conversations and engaging consumers live from CES on our sister site, Inside Social Commerce.