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ad:tech Digital Chatter

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The Customer Insights group at digital marketing agency 360i monitored online conversations taking place during the 2009 ad:tech San Francisco conference. By nature, the event drew an enthusiastic …

The Customer Insights group at digital marketing agency 360i monitored online conversations taking place during the 2009 ad:tech San Francisco conference. By nature, the event drew an enthusiastic crowd of social media aficionados who took to Twitter and other platforms to communicate with others in attendance – as well as those not in attendance, who were following the activity at ad:tech from home. This presentation outlines some of the team's key findings.

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  • 1. Insert Logo Here Summary (Place logo in slide master) Most Buzzed About • Specific speakers are what get attendees and followers talking • Jimmy Wales, followed by JP Colaco, drove the most buzz • Social media was the most discussed marketing topic • Much of it related to Jimmy Wales’ keynote, but also inspired by the Social Media & UGC Panel • Event recaps, vendor booths and parties were also popular topics How Attendees Communicated • Twitter was the medium of choice (approx. 70% of conversations) • People posted live audio and video of the event - primarily on Twitter and blogs - allowing others to attend remotely www.360i.com Proprietary & Confidential 1
  • 2. Insert Logo Here Specific speakers drove the most chatter (Place logo in slide master) VOLUME OF BUZZ FOR CONVERSATIONS MENTIONING “AD:TECH” (APRIL 21ST 2009 – APRIL 23RD 2009) 25% 20% 15% 10% 5% 0% Source: 360i analysis of social media, including blogs and micro blogs, Apr. 2009 Sample Size of 50: This analysis is based on a small sample size and is directional only. In a full research engagement, 360i uses a statistically significant sample size to measure conversation volume and sentiment. www.360i.com Proprietary & Confidential 2
  • 3. Insert Logo Here Specific speakers drove the most chatter (Place logo in slide master) VOLUME OF BUZZ FOR CONVERSATIONS MENTIONING “AD:TECH” (APRIL 21ST 2009 – APRIL 23RD 2009) 25% “According to Jimmy Wales, founder of 20% Wikipedia, there are too many Indians and not enough Chiefs in the world of Web 2.0 marketing today.” 15% 10% 5% 0% Source: 360i analysis of social media, including blogs and micro blogs, Apr. 2009 Sample Size of 50: This analysis is based on a small sample size and is directional only. In a full research engagement, 360i uses a statistically significant sample size to measure conversation volume and sentiment. www.360i.com Proprietary & Confidential 3
  • 4. Insert Logo Here Specific speakers drove the most chatter (Place logo in slide master) VOLUME OF BUZZ FOR CONVERSATIONS MENTIONING “AD:TECH” (APRIL 21ST 2009 – APRIL 23RD 2009) 25% 20% 15% 10% 5% 0% Source: 360i analysis of social media, including blogs and micro blogs, Apr. 2009 Sample Size of 50: This analysis is based on a small sample size and is directional only. In a full research engagement, 360i uses a statistically significant sample size to measure conversation volume and sentiment. www.360i.com Proprietary & Confidential 4
  • 5. Insert Logo Here Specific speakers drove the most chatter (Place logo in slide master) VOLUME OF BUZZ FOR CONVERSATIONS MENTIONING “AD:TECH” (APRIL 21ST 2009 – APRIL 23RD 2009) 25% 20% 15% The subject with the most buzz was social media 10% 5% 0% Source: 360i analysis of social media, including blogs and micro blogs, Apr. 2009 Sample Size of 50: This analysis is based on a small sample size and is directional only. In a full research engagement, 360i uses a statistically significant sample size to measure conversation volume and sentiment. www.360i.com Proprietary & Confidential 5
  • 6. Jimmy Wales was the most buzzed about Insert Logo Here (Place logo in slide master) presenter, followed by J-P Colaco of Hulu 25% VOLUME OF BUZZ FOR AD:TECH PRESENTERS (APRIL 21ST 2009 – APRIL 23RD 2009) 20% 15% 10% 5% 0% Source: 360i analysis of social media, including blogs and micro blogs, Apr. 2009 Sample Size of 50: This analysis is based on a small sample size and is directional only. In a full research engagement, 360i uses a statistically significant sample size to measure conversation volume and sentiment. www.360i.com Proprietary & Confidential 6
  • 7. Attendees posted general ad:tech Insert Logo Here (Place logo in slide mentions, updating their status with followers master) BUZZ TOPICS & VOLUME FOR GENERAL AD:TECH MENTIONS (APRIL 21ST 2009 – APRIL 23RD 2009) 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% At Ad:Tech Getting to Ad:Tech Sentiment about Ad:Tech Post Ad:Tech Information about Ad:Tech Source: 360i analysis of social media, including blogs and micro blogs, Apr. 2009 Sample Size of 50: This analysis is based on a small sample size and is directional only. In a full research engagement, 360i uses a statistically significant sample size to measure conversation volume and sentiment. www.360i.com Proprietary & Confidential 7
  • 8. Attendees posted general ad:tech Insert Logo Here (Place logo in slide mentions, updating their status with followers master) BUZZ TOPICS & VOLUME FOR GENERAL AD:TECH MENTIONS (APRIL 21ST 2009 – APRIL 23RD 2009) 45% 40% “We’re in San Francisco this week for ad:tech.” 35% 30% 25% 20% 15% 10% 5% 0% At Ad:Tech Getting to Ad:Tech Sentiment about Ad:Tech Post Ad:Tech Information about Ad:Tech Source: 360i analysis of social media, including blogs and micro blogs, Apr. 2009 Sample Size of 50: This analysis is based on a small sample size and is directional only. In a full research engagement, 360i uses a statistically significant sample size to measure conversation volume and sentiment. www.360i.com Proprietary & Confidential 8
  • 9. Attendees posted general ad:tech Insert Logo Here (Place logo in slide mentions, updating their status with followers master) BUZZ TOPICS & VOLUME FOR GENERAL AD:TECH MENTIONS (APRIL 21ST 2009 – APRIL 23RD 2009) 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% At Ad:Tech Getting to Ad:Tech Sentiment about Ad:Tech Post Ad:Tech Information about Ad:Tech Source: 360i analysis of social media, including blogs and micro blogs, Apr. 2009 Sample Size of 50: This analysis is based on a small sample size and is directional only. In a full research engagement, 360i uses a statistically significant sample size to measure conversation volume and sentiment. www.360i.com Proprietary & Confidential 9
  • 10. Attendees posted general ad:tech Insert Logo Here (Place logo in slide mentions, updating their status with followers master) BUZZ TOPICS & VOLUME FOR GENERAL AD:TECH MENTIONS (APRIL 21ST 2009 – APRIL 23RD 2009) 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% At Ad:Tech Getting to Ad:Tech Sentiment about Ad:Tech Post Ad:Tech Information about Ad:Tech Source: 360i analysis of social media, including blogs and micro blogs, Apr. 2009 Sample Size of 50: This analysis is based on a small sample size and is directional only. In a full research engagement, 360i uses a statistically significant sample size to measure conversation volume and sentiment. www.360i.com Proprietary & Confidential 10
  • 11. Social media dominated much of the Insert Logo Here discussion, via Jimmy Wales and SM-related (Place logo in slide master) panels BUZZ TOPICS & VOLUME FOR AD:TECH & SOCIAL MEDIA (APRIL 21ST 2009 – APRIL 23RD 2009) 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Jimmy Wales Keynote Social Media + UGC Panel The State of the Industry Panel General Social Media Event Source: 360i analysis of social media, including blogs and micro blogs, Apr. 2009 Sample Size of 50: This analysis is based on a small sample size and is directional only. In a full research engagement, 360i uses a statistically significant sample size to measure conversation volume and sentiment. www.360i.com Proprietary & Confidential 11
  • 12. AdTech-influenced social media Insert Logo Here (Place logo in slide master) discussion & debate www.360i.com Proprietary & Confidential 12
  • 13. AdTech-influenced social media Insert Logo Here (Place logo in slide master) discussion & debate Most conversation was about the value and contribution of social media. Is it just PR or other — a hybrid? Old models don’t make sense any more. www.360i.com Proprietary & Confidential 13
  • 14. AdTech-influenced social media Insert Logo Here (Place logo in slide master) discussion & debate One of the panelists, I believe Rishad, said that social media was neither social nor media. Even though he made a good point. Ouch. www.360i.com Proprietary & Confidential 14
  • 15. Insert Logo Here (Place logo in slide master) CONVERSATION CLOUD FOR AD:TECH SF (APRIL 21ST 2009 – APRIL 23RD 2009) Source: 360i analysis of social media, including blogs and micro blogs, Apr. 2009 Sample Size of 50: This analysis is based on a small sample size and is directional only. In a full research engagement, 360i uses a statistically significant sample size to measure conversation volume and sentiment. www.360i.com Proprietary & Confidential 15

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