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

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Elections 2.0 2of2 (federal)

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

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