Social Media

In a Canadian Marketing Context

November 12, 2007

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Table of ContentsDigital is not a channel

Quick, quick trends

Canadians online

RSS

Visits vs reach

SEO Scam and scoop

Reach vs. control

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Digital is not a channel

• “It’s a metaphor” for a way we access

communications. 1

– Personal communications

• IM, Email, SMS, Phone call, Message on Facebook,

coffee shop chat, blog comment, twitter, Myspace

message, etc.

– Business communciations

• Email, IM, Memos, Meetings, Conference calls, Virtual

desks, Virtual office, Video conferencing, Wiki,

Knowledge Management, Databases

– Research

• Visit a store, Manufacturer websites, Ask a friend,

Search the web, Twitter, Blog reviews, Third party

review service, etc.

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http://activeprint.org/

1 Gavin Heaton, Servants of Chaos, http://servantofchaos.typepad.com/

In homage to David Armano

4* Source: logic+emotion, http://darmano.typepad.com/logic_emotion/

The new online world

5* Source: logic+emotion, http://darmano.typepad.com/logic_emotion/

• The way we interact with

information, brands and each

other is changing

– New media

– New technologies

– New authorities

– Impacts to socialization

• Line has blurred between

technology and media

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Media is transforming

• I can’t say it as well as the ninja

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http://www.youtube.com/watch?v=OEmss2lg-ug

Quick, quick trends

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Key Trends (US)

• Mass media becoming

fragmented

– Television has declined to 12.8

average hours per week

– Average time spent is even less for

those which use the internet (11.6)

• Internet usage is growing

– Approaching the 2/3 mark

– Continues to build at a fast pace

9Meeker, Mary. The Internet Marketing Report. (Morgan Stanley, U.S. Investment Research, Technology: Internet/New Media (December, 1996):1–5.

Time Spent On Media Activities (hours)

Men Women All

Reading newspapers 3.6 3.2 3.4

Reading magazines 2.3 2.4 2.4

Watching TV 13.6 12.1 12.8

Watching movies on video or DVD 3.7 3.3 3.5

Listening to the radio 8.1 6.9 7.4

Playing video games 1.7 0.8 1.2

Using the Internet 6.7 5.3 5.9

Using a PC (including time using the internet) 10.2 8.5 9.3

Total 49.9 42.5 45.9

Note: Respondent base is North American consumers.

Source: Forrester Research, Inc.

Weekly Media Consumption

11.6

3.5

1.6

12.711.0

0

2

4

6

8

10

12

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Television Radio Newspapers Internet Magazines

Av

era

ge

Ho

urs

Sp

en

t P

er

We

ek

Key Trends (US)

• Advertising is under attack 3

– 18% of TV ads generate positive ROI

– 15% of people trust advertising

• Long Tail

– Internet opens up the long tail

– Drastically changing media, commerce and

entertainment

• Social Media is changing the landscape

– More Canadians visit blogs than anywhere else

– More Toronto Facebook users than any other

city

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3 Connected Marketing: The Viral, Buzz and Word of Mouth Revolution, Justin Kirby

and Paul Marsden, Butterworth-Heinemann

Canadians online

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Canada Basics

• 2006 numbers 1

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1 eMarketer, Canada Internet: Users and Usage, September 2007

21 millionnumber of Internet users in Canada

70%percentage of households in Canada subscribed to the Internet. A 6% rise from 2005.

87.1%percentage of online households in Canada that are broadband enabled. Accounts for 7.4 million households.

53.3%percentage of Internet users in Canada that purchased online

Canada vs US (Internet Basics)

• Internet user penetration - on

par for both countries * 1

– 63.6% in the US

– 63.4% in Canada

• Broadband penetration leading

in Canada 1

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* As a percentage of population, ITU as a baseline, Population based on Census data, and

an Internet user is someone who uses the Internet at least once a month.1 eMarketer, Canada Internet: Users and Usage, September 2007

Canada Leadership

• Most time spent online 1

– Broadband infrastructure likely an

influence

– Older audiences spend less time

online, but still spend significant

time online

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1 eMarketer, Canada Internet: Users and Usage, September 2007

Myth: “50+ Are Not Online”

• 55+ online facts 1

– 61% are online in Canada

– Enjoy a relatively high standard of

living

– The 59-64 age group is the fastest

growing demographic online

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1 eMarketer, Canada Internet: Users and Usage, September 2007

A 55+ world online

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Online Dating Sites for Baby Boomershttp://www.babyboomersunited.com/BabyBoomer-Online-Dating.htm

Online Entertainment Targeting Boomershttp://www.wolfgangsvault.com/

Social Networking Site devoted to the 40+

crowdhttp://www.tbd.com/

Myspace for the 50+ crowdhttp://www.eons.com/

Online Search for Boomershttp://www.cranky.com/Search Engine for Boomers

http://www.cranky.com/

AARP Travel Micro-Sitehttp://www.travelocity.com/aarp

RSS Really Simple Syndication

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RSS

• Syndication of any content

– Computer readable file

– Allows your content to be syndicated

and shared

– Allows you to follow other people’s

content or even pull it into your site

• Not just for bloggers anymore

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Power of syndication

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Outbound Email

Graphical Signatures

Google Homepageor Desktop Widget

RSS consolidators

CustomWidgets

Speaking of bloggers

• Who Blogs? 1

– Top creative agencies of the world

• http://wklondon.typepad.com/

– Any planner worth his salt

• http://russelldavies.typepad.com/

• http://www.adliterate.com/

– Marketers GALORE

– Client side

• VP of Marketing at HP: http://

h20325.www2.hp.com/blogs/kintz/

• CEO of Sun: http://blogs.sun.com/jonathan/

• CMO of Novell: http://www.novell.com/

company/blogs/cmo/

• CTO of Novell: http://www.novell.com/

ctoblog/

– Likely SOME of your clients blog

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1 I can not do justice in this space and by selecting a few names do injustice

to all those amazing people who blog

Visits vs. reachJust when we got the corporate world

to look at visits...

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Web Analytics Demystified

• Measurement

22Source: http://www.webanalyticsdemystified.com

Web Analytics Demystified

• Measurement

22Source: http://www.webanalyticsdemystified.com

A blender and an iphone walk into a bar...

• willitblend.com

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http://www.youtube.com/watch?v=qg1ckCkm8YI

A blender and an iphone walk into a bar...

• willitblend.com

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http://www.youtube.com/watch?v=qg1ckCkm8YI

A blender and an iphone walk into a bar...

• willitblend.com

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http://www.youtube.com/watch?v=qg1ckCkm8YI

Case in point: Blendtec

24* source: logic+emotion, http://darmano.typepad.com/logic_emotion/

SEO scam and scoopHow to create authority

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The game is about authority

1.Site must be readable by spiders

2.Create content that matches the

search terms you desire

3.Develop “authority” on these

search terms

• How many people link to pages you

write?

• How many people who aren’t partners

of your firm?

• Bloggers have some of the highest

authority scores. How many link to

you?

4. How people link to you also

impacts your authority

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spinglobe

great marketing company

social media expertise

great article on blogging

RSS for big companies

Example: “Will it Blend”

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Example: “Will it Blend”

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Example: “Will it Blend”

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Example: “Will it Blend”

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Reach vs. ControlRisk and Measurement

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• Control and Reach

– Is “standardized” effective?

– How much risk?

– Who is in control?

• If you are in the market in any

way, how much control can

you have?

– Echo chamber

– Ability to have a voice at the table

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Reach: a Dove example

• Strong Brand Idea

– “Real Beauty”

– Differentiation in the marketplace

– Growth

• Evolution is considered a

success

– No measurement of any kind

– But great reach and exposure

• New campaign

– Dove Onslaught

– “Talk to your daughter before the

beauty industry does.”

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http://www.youtube.com/watch?v=JaH4y6ZjSfE

Reach: a Dove example

• Strong Brand Idea

– “Real Beauty”

– Differentiation in the marketplace

– Growth

• Evolution is considered a

success

– No measurement of any kind

– But great reach and exposure

• New campaign

– Dove Onslaught

– “Talk to your daughter before the

beauty industry does.”

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http://www.youtube.com/watch?v=JaH4y6ZjSfE

Reach: a Dove response

• And a response

– Unilever owns Dove

– Unilever own Axe

– “Talk to your daughter before

Unilever does.”

– 23,000 views and climbing

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http://www.youtube.com/watch?v=SwDEF-w4rJk

Reach: a Dove response

• And a response

– Unilever owns Dove

– Unilever own Axe

– “Talk to your daughter before

Unilever does.”

– 23,000 views and climbing

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http://www.youtube.com/watch?v=SwDEF-w4rJk

Wrap up

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It’s all about the brand idea

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My details and this presentation

• Where to get it

– Slidecast URL

• http://www.slideshare.net/craphammer

• About me

– Sean Howard

– company: www.spinglobe.com

– marketing blog: www.craphammer.ca

– twitter: passitalong

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