ad:tech Digital Chatter
15
1 www.360i.com Proprietary & Confidential Insert Logo Here (Place logo in slide master) Summary 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
description
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.
Transcript of ad:tech Digital Chatter
11www.360i.com Proprietary & Confidential
Insert Logo Here(Place logo in slide master)Summary
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
22www.360i.com Proprietary & Confidential
Insert Logo Here(Place logo in slide master)
Spec
ific Pr
esen
ters
Gener
al A
d:Te
ch M
entio
ns
Socia
l Med
ia
Live
Audio
/Vid
eo
Even
t Rec
aps
Booth
s
Parti
es
Onlin
e Adv
ertis
ing
Onlin
e Vid
eo A
dver
tisin
g
Givea
way
s
Tell
a Fr
iend
Wid
get
Reces
sion
Mobile
Adv
ertis
ing
SEO
Awards
Post
ed P
ictu
res
0%
5%
10%
15%
20%
25%
Specific speakers drove the most chatter
VOLUME OF BUZZ FOR CONVERSATIONS MENTIONING “AD:TECH”(APRIL 21ST 2009 – APRIL 23RD 2009)
Source: 360i analysis of social media, including blogs and micro blogs, Apr. 2009Sample 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.
33www.360i.com Proprietary & Confidential
Insert Logo Here(Place logo in slide master)
Spec
ific Pr
esen
ters
Gener
al A
d:Te
ch M
entio
ns
Socia
l Med
ia
Live
Audio
/Vid
eo
Even
t Rec
aps
Booth
s
Parti
es
Onlin
e Adv
ertis
ing
Onlin
e Vid
eo A
dver
tisin
g
Givea
way
s
Tell
a Fr
iend
Wid
get
Reces
sion
Mobile
Adv
ertis
ing
SEO
Awards
Post
ed P
ictu
res
0%
5%
10%
15%
20%
25%
Specific speakers drove the most chatter
VOLUME OF BUZZ FOR CONVERSATIONS MENTIONING “AD:TECH”(APRIL 21ST 2009 – APRIL 23RD 2009)
Source: 360i analysis of social media, including blogs and micro blogs, Apr. 2009Sample 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.
“According to Jimmy Wales, founder of Wikipedia, there are too many Indians and not
enough Chiefs in the world of Web 2.0 marketing today.”
44www.360i.com Proprietary & Confidential
Insert Logo Here(Place logo in slide master)
Spec
ific Pr
esen
ters
Gener
al A
d:Te
ch M
entio
ns
Socia
l Med
ia
Live
Audio
/Vid
eo
Even
t Rec
aps
Booth
s
Parti
es
Onlin
e Adv
ertis
ing
Onlin
e Vid
eo A
dver
tisin
g
Givea
way
s
Tell
a Fr
iend
Wid
get
Reces
sion
Mobile
Adv
ertis
ing
SEO
Awards
Post
ed P
ictu
res
0%
5%
10%
15%
20%
25%
Specific speakers drove the most chatter
VOLUME OF BUZZ FOR CONVERSATIONS MENTIONING “AD:TECH”(APRIL 21ST 2009 – APRIL 23RD 2009)
Source: 360i analysis of social media, including blogs and micro blogs, Apr. 2009Sample 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.
55www.360i.com Proprietary & Confidential
Insert Logo Here(Place logo in slide master)
Spec
ific Pr
esen
ters
Gener
al A
d:Te
ch M
entio
ns
Socia
l Med
ia
Live
Audio
/Vid
eo
Even
t Rec
aps
Booth
s
Parti
es
Onlin
e Adv
ertis
ing
Onlin
e Vid
eo A
dver
tisin
g
Givea
way
s
Tell
a Fr
iend
Wid
get
Reces
sion
Mobile
Adv
ertis
ing
SEO
Awards
Post
ed P
ictu
res
0%
5%
10%
15%
20%
25%
Specific speakers drove the most chatter
VOLUME OF BUZZ FOR CONVERSATIONS MENTIONING “AD:TECH”(APRIL 21ST 2009 – APRIL 23RD 2009)
Source: 360i analysis of social media, including blogs and micro blogs, Apr. 2009Sample 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.
The subject with the most buzz was social media
66www.360i.com Proprietary & Confidential
Insert Logo Here(Place logo in slide master)
Jimmy Wales was the most buzzed about presenter, followed by J-P Colaco of Hulu
VOLUME OF BUZZ FOR AD:TECH PRESENTERS(APRIL 21ST 2009 – APRIL 23RD 2009)
Source: 360i analysis of social media, including blogs and micro blogs, Apr. 2009Sample 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.
Jimm
y W
ales
JP C
olac
o
Drew Ia
nni
Carol
Cru
ise
Jeff B
erm
an
Randa
ll Rot
henb
urg
Kevin
Kle
in
Stev
e Hay
den
Jaso
n Kila
r
Angel
ique
Seth
God
in
Tim
Cha
ng
Danny
Sul
livan
Mike
Weh
ers
0%
5%
10%
15%
20%
25%
77www.360i.com Proprietary & Confidential
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Attendees posted general ad:tech mentions, updating their status with followers
BUZZ TOPICS & VOLUME FOR GENERAL AD:TECH MENTIONS(APRIL 21ST 2009 – APRIL 23RD 2009)
Source: 360i analysis of social media, including blogs and micro blogs, Apr. 2009Sample 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.
At Ad:Tech Getting to Ad:Tech Sentiment about Ad:Tech
Post Ad:Tech Information about Ad:Tech
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
88www.360i.com Proprietary & Confidential
Insert Logo Here(Place logo in slide master)
Attendees posted general ad:tech mentions, updating their status with followers
BUZZ TOPICS & VOLUME FOR GENERAL AD:TECH MENTIONS(APRIL 21ST 2009 – APRIL 23RD 2009)
Source: 360i analysis of social media, including blogs and micro blogs, Apr. 2009Sample 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.
At Ad:Tech Getting to Ad:Tech Sentiment about Ad:Tech
Post Ad:Tech Information about Ad:Tech
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
“We’re in San Francisco this week for ad:tech.”
99www.360i.com Proprietary & Confidential
Insert Logo Here(Place logo in slide master)
Attendees posted general ad:tech mentions, updating their status with followers
BUZZ TOPICS & VOLUME FOR GENERAL AD:TECH MENTIONS(APRIL 21ST 2009 – APRIL 23RD 2009)
Source: 360i analysis of social media, including blogs and micro blogs, Apr. 2009Sample 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.
At Ad:Tech Getting to Ad:Tech Sentiment about Ad:Tech
Post Ad:Tech Information about Ad:Tech
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
1010www.360i.com Proprietary & Confidential
Insert Logo Here(Place logo in slide master)
Attendees posted general ad:tech mentions, updating their status with followers
BUZZ TOPICS & VOLUME FOR GENERAL AD:TECH MENTIONS(APRIL 21ST 2009 – APRIL 23RD 2009)
Source: 360i analysis of social media, including blogs and micro blogs, Apr. 2009Sample 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.
At Ad:Tech Getting to Ad:Tech Sentiment about Ad:Tech
Post Ad:Tech Information about Ad:Tech
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
1111www.360i.com Proprietary & Confidential
Insert Logo Here(Place logo in slide master)
Social media dominated much of the discussion, via Jimmy Wales and SM-related panels
BUZZ TOPICS & VOLUME FOR AD:TECH & SOCIAL MEDIA(APRIL 21ST 2009 – APRIL 23RD 2009)
Source: 360i analysis of social media, including blogs and micro blogs, Apr. 2009Sample 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.
Jimmy Wales Keynote Social Media + UGC Panel The State of the Industry Panel
General Social Media Event0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
1212www.360i.com Proprietary & Confidential
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AdTech-influenced social media discussion & debate
1313www.360i.com Proprietary & Confidential
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AdTech-influenced social media 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.
1414www.360i.com Proprietary & Confidential
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AdTech-influenced social media 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.
1515www.360i.com Proprietary & Confidential
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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. 2009Sample 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.
