Elections 2.0   2of2 (federal)
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Elections 2.0 2of2 (federal)

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Insights on how social media, as evidenced in Nenshi mayoralty campaign (see Part 1), could affect Canada's upcoming federal election

Insights on how social media, as evidenced in Nenshi mayoralty campaign (see Part 1), could affect Canada's upcoming federal election

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Elections 2.0 2of2 (federal) Presentation Transcript

  • 1. SOCIAL MEDIA, RESEARCH & COMMUNICATIONSElections 2.0Part 1: Insights from the Nenshi CampaignPart 2: Implications for 2011 Federal Election
    Presented by Brian F. Singh, ZINC Research
    Market Research & Intelligence Association
    April 7, 2011
  • 2. Canadian Social Media Segments 2010 Based on Online Population: 84.3% (2008)
    Online/Real Time
    9%
    (Heavy Users)
    Non-Users
    10%
    Suits & Strategy
    7%
    (Business Users)
    Samplers & Lurkers
    32%
    (Casual Users)
    Chat, Chill, Connect
    16%
    (Socializers)
    Facebook Friends
    27%
    (Friends & Family Circles)
    Page 1
  • 3. Canadian Social Media SegmentsBased on Online Population: 2009 versus 2010
    Page 2
  • 4. Mean Age of Social Media Users (Adults)
    Total (n=1200)
    Non-Users (n=119)
    Casual Users (n=379)
    Friends & Family (n=323)
    Business Users(n=89)
    Socializers (n=187)
    Heavy Users (n=102)
    Page 3
  • 5. Canadian Social Media Segments – 4 of Interest
    Page 4
  • 6.
  • 7. Mean Number of Friends per Social Networking Site
    “How many people do you have in each of the social networking sites you are a member of?
    Page 6
  • 8. Voting Intentions (October 2010)
    Page 7
  • 9. Elections 2.0 = Government 2.0
  • 10. Government 2.0…
    The integration of new-generation digital media technologies into government structure and operations.
    The expectation of more transparency & accountability.
  • 11. The Challenge of Brand
    Traditional versus Upstart (DNA)
    Local versus National
  • 12. The battle online is as
    important as
    in person and
    the traditional media.
  • 13.
  • 14.
  • 15.
  • 16. Social Media is THE Media…
    But not the only media.
  • 17. Elections 2.0 is a more data-driven (and data intensive) process.
  • 18. The Data Literacy Pentagon
    Engagement/Voter Identification
    Social Media
    Monitoring/
    Analytics
    Polling & Riding
    Intelligence
    CAMPAIGN STRATEGY
    Traditional Media
    Monitoring
    Web Analytics
  • 19. Does Polling Still Matter?
    Conversion & Performance Benchmarks.
    Gamification & Predictive Markets.
  • 20.
  • 21. What is willing to be shared,
    can be used against you.
  • 22.
  • 23. Organized Chaos trumps
    Command & Control.
  • 24.
  • 25. Get Involved.
    Think different.
    Evolve skill set.
    Co-creation. Crowdsource.
    E.g., OpenData movement.
  • 26. THANKS!Brian F. SinghZINC ResearchPhone: 403.861.9462brian@zincresearch.comwww.zincresearch.comTwitter: @BFSingh