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The Great Canadian Latency

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Why are Canadian businesses taking so long to adopt social media practices, while Canadians themselves are the most engaged online than anyone else on Earth? While our neighbours to the south may have …

Why are Canadian businesses taking so long to adopt social media practices, while Canadians themselves are the most engaged online than anyone else on Earth? While our neighbours to the south may have us beat in adoption rates, who is leading the next wave of social innovation in Canada—and are we competing on a global scale? The next evolution of social media is around the corner and Canadians need to be aware of the opportunities to maximize their business profits through social commerce.

Here is what we cover:

Canadian consumers have arrived. Social media is mainstream in this country.
Why do Canadian businesses take longer to adopt social media compared to our American neighbours?
Which Canadian companies are leading the way in social?
Can Canada can compete on a global scale?
What is the potential for small businesses in the next wave of social commerce?

Published in: Business, News & Politics
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  • 1. The Great Canadian Latency Julie Tyios & Hessie Jones #PCTO2012
  • 2. •Why are Canadian businesses taking so long to adopt social media while Canadian consumers are some of the most engaged online users on the planet?
  • 3. •60% of Canadians are on social networks = 17MM •35% visited at least one social network per day •women rule!
  • 4. •86% of all Canadians using social media are on Facebook •20% are on Twitter •Canadians spend more time online than anyone else @43.5 hrs every month
  • 5. • 95% of Canadians live in communities served by broadband access. • Canada first to establish nationwide 3G network at 90% penetration • 22 MM cellphone subscribers in 2009 • 50% of phone connections are wireless • 75% of Canadian households have mobile phone
  • 6. • Web use increasing with older population but declining among teens. • Email is declining. • IM is back on the rise - Skype, FB, Mobile, Google Chat
  • 7. But Canadian Business Continues to Lag.... Why? Canadians are polite and respectful. Canadians are passive and boring. Canadians are law-abiding and have an orderly society. Canadians are naive and too trusting and not critical of their laws and authority figures. Canadians are afraid to express controversial opinions. Why take risks? Canadians are conservative. Canadians don’t engage in hero/celebrity worship. Canadians are resentful of successful people.
  • 8. KNOWLEDGE: OUR BARRIER TO ENTRY
  • 9. Canadian Business still assumes it has control. A radical change has occurred in the World of advertising and marketing Consumers are listening less and less…Interruptive Marketing has seen its day. The Audience is Creating…The Audience is Selecting…. The Audience is Changing…and as a result the audience is telling brands…… “You want us to pay? We want you to pay attention. ” “ The Internet has become a place where people could talk to other people without constraint. Without filters or censorship or official sanction — and perhaps most significantly, without advertising ” “Don't talk to us as if you've forgotten how to speak. Don't make us feel small. Remind us to be larger. Get a little of that human touch. ”
  • 10. ROI
  • 11. TRUE NORTH COMPANIES LEADING THE WAY
  • 12. CANADIAN BRANDS ROCKIN’ SOCIAL!
  • 13. OFFLINE SUPPORT FOR SOCIAL-BASED, CO-WORKING SPACES
  • 14. CAN CANADA COMPETE ON A GLOBAL LEVEL? .... WE ALREADY ARE!
  • 15. CANADIAN SMALL BUSINESS AND SOCIAL MEDIA..... WHAT IS THE POTENTIAL? • Focus on local • Identify optimal buying opportunities • Allow sellers and buyers to find each other easily • Relationship is the new norm • Group-buying • Social business as an eventuality
  • 16. thank you @JulieTyios @HessieJones

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