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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
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
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
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
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
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
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
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
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
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
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
AdTech-influenced social media                                         Insert Logo Here
                                                                      (Place logo in slide
                                                                            master)

discussion & debate




                          www.360i.com   Proprietary & Confidential                          12
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
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
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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ad:tech Digital Chatter

  • 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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