0
Social Media
In a Canadian Marketing Context
            November 12, 2007




                           1
Table of Contents
   Digital is not a channel
      Quick, quick trends
        Canadians online
                      RSS...
Digital is not a channel
• “It’s a metaphor” for a way we access
  communications. 1
  – Personal communications
     • IM...
In homage to David Armano




          * Source: logic+emotion, http://darmano.typepad.com/logic_emotion/   4
The new online world




           * Source: logic+emotion, http://darmano.typepad.com/logic_emotion/   5
• The way we interact with
  information, brands and each
  other is changing
  – New media
  – New technologies
  – New a...
Media is transforming
• I can’t say it as well as the ninja




                        http://www.youtube.com/watch?v=OEm...
Quick, quick trends




                  8
Key Trends (US)
• Mass media becoming
  fragmented
                                                                       ...
Key Trends (US)
• Advertising is under attack 3
  – 18% of TV ads generate positive ROI
  – 15% of people trust advertisin...
Canadians online




               11
Canada Basics
• 2006 numbers 1
              number of Internet users in Canada
 21 million
              percentage of ho...
Canada vs US (Internet Basics)
• Internet user penetration - on
  par for both countries * 1
  – 63.6% in the US
  – 63.4%...
Canada Leadership
• Most time spent online 1
  – Broadband infrastructure likely an
    influence
  – Older audiences spend...
Myth: “50+ Are Not Online”
• 55+ online facts 1
  – 61% are online in Canada
  – Enjoy a relatively high standard of
    l...
A 55+ world online

                                                AARP Travel Micro-Site
                               ...
RSS
Really Simple Syndication




                        17
RSS
• Syndication of any content
  – Computer readable file
  – Allows your content to be syndicated
    and shared
  – All...
Power of syndication



    Custom                                  Outbound Email
    Widgets   RSS consolidators




   ...
Speaking of bloggers
• Who Blogs? 1
  – Top creative agencies of the world
     • http://wklondon.typepad.com/

  – Any pl...
Visits vs. reach
Just when we got the corporate world
                    to look at visits...




                       ...
Web Analytics Demystified
• Measurement




                                                                22
            ...
Web Analytics Demystified
• Measurement




                                                                22
            ...
A blender and an iphone walk into a bar...
• willitblend.com




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




        ...
A blender and an iphone walk into a bar...
• willitblend.com




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




        ...
A blender and an iphone walk into a bar...
• willitblend.com




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




        ...
Case in point: Blendtec




           * source: logic+emotion, http://darmano.typepad.com/logic_emotion/   24
SEO scam and scoop
     How to create authority




                           25
The game is about authority
                                                                          social media experti...
Example: “Will it Blend”




                           27
Example: “Will it Blend”




                           27
Example: “Will it Blend”




                           27
Example: “Will it Blend”




                           27
Reach vs. Control
  Risk and Measurement




                     28
• Control and Reach
  – Is “standardized” effective?
  – How much risk?
  – Who is in control?


• If you are in the marke...
Reach: a Dove example
• Strong Brand Idea
  – “Real Beauty”
  – Differentiation in the marketplace
  – Growth
• Evolution ...
Reach: a Dove example
• Strong Brand Idea
  – “Real Beauty”
  – Differentiation in the marketplace
  – Growth
• Evolution ...
Reach: a Dove response
• And a response
  – Unilever owns Dove
  – Unilever own Axe
  – “Talk to your daughter before
    ...
Reach: a Dove response
• And a response
  – Unilever owns Dove
  – Unilever own Axe
  – “Talk to your daughter before
    ...
Wrap up




      32
It’s all about the brand idea




                                33
My details and this presentation
• Where to get it
  – Slidecast URL
     • http://www.slideshare.net/craphammer
• About m...
Upcoming SlideShare
Loading in...5
×

Social media in a Canadian context

934

Published on

MBA presentation to Shulich

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
934
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
43
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Social media in a Canadian context"

  1. 1. Social Media In a Canadian Marketing Context November 12, 2007 1
  2. 2. Table of Contents Digital is not a channel Quick, quick trends Canadians online RSS Visits vs reach SEO Scam and scoop Reach vs. control 2
  3. 3. 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. http://activeprint.org/ – 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. 1 Gavin Heaton, Servants of Chaos, http://servantofchaos.typepad.com/ 3
  4. 4. In homage to David Armano * Source: logic+emotion, http://darmano.typepad.com/logic_emotion/ 4
  5. 5. The new online world * Source: logic+emotion, http://darmano.typepad.com/logic_emotion/ 5
  6. 6. • 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 6
  7. 7. Media is transforming • I can’t say it as well as the ninja http://www.youtube.com/watch?v=OEmss2lg-ug 7
  8. 8. Quick, quick trends 8
  9. 9. Key Trends (US) • Mass media becoming fragmented Time Spent On Media Activities (hours) Men Women All Reading newspapers 3.6 3.2 3.4 – Television has declined to 12.8 Reading magazines 2.3 2.4 2.4 Watching TV 13.6 12.1 12.8 average hours per week Watching movies on video or DVD 3.7 3.3 3.5 Listening to the radio 8.1 6.9 7.4 – Average time spent is even less for Playing video games 1.7 0.8 1.2 Using the Internet 6.7 5.3 5.9 those which use the internet (11.6) Using a PC (including time using the internet) 10.2 8.5 9.3 Total 49.9 42.5 45.9 Note: Respondent base North American consumers. is • Internet usage is growing Source: Forrester Research, Inc. – Approaching the 2/3 mark Weekly Media Consumption Average Hours Spent Per Week 14 12.7 11.6 11.0 12 – Continues to build at a fast pace 10 8 6 3.5 4 1.6 2 0 Television Radio Newspapers Internet Magazines Meeker, Mary. The Internet Marketing Report. (Morgan Stanley, U.S. Investment Research, Technology: Internet/New Media (December, 1996):1–5. 9
  10. 10. 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 3Connected Marketing: The Viral, Buzz and Word of Mouth Revolution, Justin Kirby and Paul Marsden, Butterworth-Heinemann 10
  11. 11. Canadians online 11
  12. 12. Canada Basics • 2006 numbers 1 number of Internet users in Canada 21 million percentage of households in Canada 70% subscribed to the Internet. A 6% rise from 2005. percentage of online households in 87.1% Canada that are broadband enabled. Accounts for 7.4 million households. percentage of Internet users in Canada 53.3% that purchased online 1 eMarketer, Canada Internet: Users and Usage, September 2007 12
  13. 13. 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 * 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 13
  14. 14. Canada Leadership • Most time spent online 1 – Broadband infrastructure likely an influence – Older audiences spend less time online, but still spend significant time online 1 eMarketer, Canada Internet: Users and Usage, September 2007 14
  15. 15. 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 1 eMarketer, Canada Internet: Users and Usage, September 2007 15
  16. 16. A 55+ world online AARP Travel Micro-Site http://www.travelocity.com/aarp Online Dating Sites for Baby Boomers http://www.babyboomersunited.com/BabyBoomer- Online-Dating.htm Online Entertainment Targeting Boomers http://www.wolfgangsvault.com/ Online Search for Boomers Search Engine for Boomers http://www.cranky.com/ http://www.cranky.com/ Myspace for the 50+ crowd Social Networking Site devoted to the 40+ http://www.eons.com/ crowd http://www.tbd.com/ 16
  17. 17. RSS Really Simple Syndication 17
  18. 18. 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 18
  19. 19. Power of syndication Custom Outbound Email Widgets RSS consolidators Google Homepage or Desktop Widget Graphical Signatures 19
  20. 20. 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 1 I can not do justice in this space and by selecting a few names do injustice 20 to all those amazing people who blog
  21. 21. Visits vs. reach Just when we got the corporate world to look at visits... 21
  22. 22. Web Analytics Demystified • Measurement 22 Source: http://www.webanalyticsdemystified.com
  23. 23. Web Analytics Demystified • Measurement 22 Source: http://www.webanalyticsdemystified.com
  24. 24. A blender and an iphone walk into a bar... • willitblend.com http://www.youtube.com/watch?v=qg1ckCkm8YI 23
  25. 25. A blender and an iphone walk into a bar... • willitblend.com http://www.youtube.com/watch?v=qg1ckCkm8YI 23
  26. 26. A blender and an iphone walk into a bar... • willitblend.com http://www.youtube.com/watch?v=qg1ckCkm8YI 23
  27. 27. Case in point: Blendtec * source: logic+emotion, http://darmano.typepad.com/logic_emotion/ 24
  28. 28. SEO scam and scoop How to create authority 25
  29. 29. The game is about authority social media expertise 1.Site must be readable by spiders spinglobe 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? great marketing company RSS for b 4. How people link to you also impacts your authority great article on blogging 26
  30. 30. Example: “Will it Blend” 27
  31. 31. Example: “Will it Blend” 27
  32. 32. Example: “Will it Blend” 27
  33. 33. Example: “Will it Blend” 27
  34. 34. Reach vs. Control Risk and Measurement 28
  35. 35. • 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 29
  36. 36. 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 http://www.youtube.com/watch?v=JaH4y6ZjSfE – Dove Onslaught – “Talk to your daughter before the beauty industry does.” 30
  37. 37. 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 http://www.youtube.com/watch?v=JaH4y6ZjSfE – Dove Onslaught – “Talk to your daughter before the beauty industry does.” 30
  38. 38. 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 http://www.youtube.com/watch?v=SwDEF-w4rJk 31
  39. 39. 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 http://www.youtube.com/watch?v=SwDEF-w4rJk 31
  40. 40. Wrap up 32
  41. 41. It’s all about the brand idea 33
  42. 42. 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 34
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×