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.

1. Insert Logo Here
Summary (Place logo in slide
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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

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Specific speakers drove the most chatter (Place logo in slide
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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

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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
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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
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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
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discussion & debate
www.360i.com Proprietary & Confidential 12

13. AdTech-influenced social media Insert Logo Here
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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
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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

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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