brought to you by: Sean Moffitt, Agent Wildfire What’s Next in Canadian Social Media, WOM & Community Building

Perhaps a premature announcement, but why wait. 2009 Anticipated Declines: 15% Newspapers - 13% Consumer Magazines 10% Terrestrial Radio 4% Network TV Source: Jack Myers Media Report The Long Slow Decline into Irrelevance

Perhaps a premature announcement, but why wait.

2009 Anticipated Declines:

15% Newspapers

- 13% Consumer Magazines

10% Terrestrial Radio

4% Network TV

Another change you can believe in Canada… Canadian Marketers plan on spending more/less in 2009: More Less Newspaper 5% 32% Radio 5% 33% TV 4% 37% Magazines 3% 39% Social Media 23% 16% Source: Com.motion

Canadian Marketers plan on spending more/less in 2009:

More Less

Newspaper 5% 32%

Radio 5% 33%

TV 4% 37%

Magazines 3% 39%

Social Media 23% 16%

Source: Com.motion

The Fastest Growing Marketing/Media Segments Expected 5 year Compound Annual Growth Rate Word of Mouth 27% Internet/Mobile 14% Branded Entertainment 13% Custom Publishing 11% Out of Home 10% Source: Veronis Suhler Stevenson

Expected 5 year

Compound Annual Growth Rate

Word of Mouth 27%

Internet/Mobile 14%

Branded Entertainment 13%

Custom Publishing 11%

Out of Home 10%

WHAT’s NEXT IN SOCIAL MEDIA, WORD OF MOUTH & COMMUNITY BUILDING THE BUZZ REPORT Research conducted by Agent Wildfire - over 300 Canadian marketing leaders surveyed 45% clients, 40% agencies, 15% other 25% Presidents, 15% VP, 15% Director, 22% Manager, 22% staff, 2% Students

Research conducted by Agent Wildfire - over 300 Canadian marketing leaders surveyed

45% clients, 40% agencies, 15% other

25% Presidents, 15% VP, 15% Director, 22% Manager,

22% staff, 2% Students

WHAT’s NEXT IN SOCIAL MEDIA, WORD OF MOUTH & COMMUNITY BUILDING THE BUZZ REPORT Composition of Audience 20% Innovators 59% Early Adopters 19% Early Majority 2% Late Majority/Laggards

Composition of Audience

20% Innovators

59% Early Adopters

19% Early Majority

2% Late Majority/Laggards

Your company’s current position on social media/WOM building value for your organization? Strongly Optimistic 47% Somewhat optimistic 33% Neutral 14% Pessimistic 5% Strongly Pessimistic 1%

Your company’s current position on spending more time, resources and money on social media/WOM in 2009? Substantial growth 20% Moderately growth 47% Same 32% Moderately decline 0.4% Strongly decline 0%

WHAT’s NEXT IN SOCIAL MEDIA, WORD OF MOUTH & COMMUNITY BUILDING PODCAMP

WHAT’s NEXT IN SOCIAL MEDIA, WORD OF MOUTH & COMMUNITY BUILDING

1. What forms of social media/WOM will experience the biggest growth in the next few years?

1. What forms of social media/WOM will experience the biggest growth in the next few years? 1. Social Network Marketing 36% 2. Social Media (blogs/podcasts) 35% 3. Mobile Marketing 34%* 4. Customer/User Generated Content 30%* 5. Influencer marketing 27% 6. Brand communities/networks 21%* 7. Brand entertainment/advergaming 16% Source: Agent Wildfire Buzz Report 2009

2. The biggest changes in culture, media and the marketplace causing a rise in social media/WOM?

2. The biggest changes in culture, media and the marketplace causing a rise in social media/WOM? 1. Rise of Social Networks 36%* 2. Rise in New Tech./Media 29% 3. Web 2.0/Prosumer 27% 4. Media fragmentation/clutter 27% 5. Mass marketing effectiveness down 26% 6. Loss of trust/credibility 23% 7. Waning attention to media/messages 23% Source: Agent Wildfire Buzz Report 2009

3. The biggest obstacles that continue to exist in implementing social media/WOM in your company/clients?

3. The biggest obstacles that continue to exist in implementing social media/WOM in your company/clients? 1. Inability to measure 40% 2. Lack of budgets 31% 3. No accepted standards/benchmarks 29%* 4. Fear of loss of control 29% 5. Inability for culture to accept 25% 6. Technical skills/expertise not in place 23%* 7. Do not understand diff. bet. Mass marketing 21%* Source: Agent Wildfire Buzz Report 2009

Buzz Marketing Social Media/ New Media Customer Collaboration/ Crowdsourcing Brand Communities Influencer Marketing User Generated Content User Generated Content Social Networks Referral Programs Grassroots/Cause Marketing Experiential Marketing Viral Marketing Other Buzz Report Learnings On…

1. Currently using/practising : 1. Blogs/Social network marketing 46% 2. Social media/forum participation 45%* 3. Blogger/social media outreach 45% 4. Corp./brand campaign/blogs/podcasts 42% 5. Social network pages/groups 42% 6. RSS-fed activity 40% 7. Cause/charity sponsorship 32% 8. Social network apps. 32% 9. Expert/customer advisory panels 30% 10. Corp. brand wiki forums 28%* 11. Corp. social responsibility 27% Source: Agent Wildfire Buzz Report 2009

2. Biggest sins of a social media/WOM practitioner : 1. Lack of authenticity 65%* 2. Lieing about identity 51% 3. Not creating 2-way dialogue 47% 4. Not having a strategy 38%* 5. Not measuring what happens 35%* 6. No link to business objectives 29% 7. Not changing company practice because of it 28% Source: Agent Wildfire Buzz Report 2009

3. Most important Word of mouth attribute (in order of priority): 1. Conversation worthy idea/concept* 2. Great product/brand 3. Customer/member experience provided 4. The People who Participate* 5. The Culture of a company* 6. A strong word of mouth generation process 7. Research/analysis/learning Source: Agent Wildfire Buzz Report 2009

4. Most frequently stated objective for launching a social media/WOM initiative: 1. Awareness/buzz/publicity 39%* 2. Leads/referrals/members 33% 3. Loyalty/affinity/lifetime value 29% 4. Participate in dialogue/conversation 28%* 5. Seed influencers/incubate ambassadors 24% 6. Launch products/services/ideas/news 22% 7. Build better customer experiences 21% 8. Accelerate sales/revenue 18%* 9. Target specific tough to reach audiences 18% Source: Agent Wildfire Buzz Report 2009

5. Biggest gaps between currently practising and piloting/testing – potential future opportunities: 1. Crowdsourced networks 2. Not-traditional ads designed to attract talk value 3. Virtual worlds 4. Mobile initiatives 5. Fan Clubs 6. Testimonial/challenge programs Source: Agent Wildfire Buzz Report 2009

6. Currently Track: Content generated by social media/WOM 46% Traffic/sales attributable to social media/WOM 41% Insight generated by social media/WOM 41% Brand conversations started/generated by social media/WOM 41% Level and quantity of social media/WOM 36% Social media/WOM Impact/ROI 33% Brand Engagement metrics 31% Influence/advocacy across customers/cust. Segments 23% Source: Agent Wildfire Buzz Report 2009

Content generated by social media/WOM 46%

Traffic/sales attributable to social media/WOM 41%

Insight generated by social media/WOM 41%

Brand conversations started/generated by social media/WOM 41%

Level and quantity of social media/WOM 36%

Social media/WOM Impact/ROI 33%

Brand Engagement metrics 31%

Influence/advocacy across customers/cust. Segments 23%

7. Beliefs: Source: Agent Wildfire Buzz Report 2009 Beliefs Strongly Agree Agree Agencies need to radically reinvent themselves to stay competitive 39% 44% Managing the customer experience is the key battleground for business 32% 50% We will be able to track conversations much more accurately over the next decade 28% 48% The marketing will become much more important to their org. by leveraging SM/WOM 20% 54% Radically new social media and word of mouth tactics will be adopted in the next few years 20% 51%

8. Disbeliefs: Source: Agent Wildfire Buzz Report 2009 Beliefs Strongly Agree Agree Facebook will still be the most dominant network in 3 years 5% 24% Word of mouth and peer generated content is a bigger threat than benefit 6% 19% Canadian organizations are naturally better than Americans to harness social media and WOM 6% 16%

The ABC’s of What’s Next in Marketing, Media & Research – The Trends that are Going to Drive Business …. and Your Career Forward - Slideshare Agent Wildfire Presentation

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