• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Social media in a Canadian context
 

Social media in a Canadian context

on

  • 1,633 views

MBA presentation to Shulich

MBA presentation to Shulich

Statistics

Views

Total Views
1,633
Views on SlideShare
1,632
Embed Views
1

Actions

Likes
0
Downloads
42
Comments
0

1 Embed 1

http://www.linkedin.com 1

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

CC Attribution-ShareAlike LicenseCC Attribution-ShareAlike License

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Social media in a Canadian context Social media in a Canadian context Presentation Transcript

    • 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 Visits vs reach SEO Scam and scoop Reach vs. control 2
    • 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
    • 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 authorities – Impacts to socialization • Line has blurred between technology and media 6
    • Media is transforming • I can’t say it as well as the ninja http://www.youtube.com/watch?v=OEmss2lg-ug 7
    • Quick, quick trends 8
    • 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
    • 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
    • Canadians online 11
    • 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
    • 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
    • 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
    • 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
    • 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
    • RSS Really Simple Syndication 17
    • 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
    • Power of syndication Custom Outbound Email Widgets RSS consolidators Google Homepage or Desktop Widget Graphical Signatures 19
    • 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
    • Visits vs. reach Just when we got the corporate world to look at visits... 21
    • Web Analytics Demystified • Measurement 22 Source: http://www.webanalyticsdemystified.com
    • Web Analytics Demystified • Measurement 22 Source: http://www.webanalyticsdemystified.com
    • A blender and an iphone walk into a bar... • willitblend.com http://www.youtube.com/watch?v=qg1ckCkm8YI 23
    • A blender and an iphone walk into a bar... • willitblend.com http://www.youtube.com/watch?v=qg1ckCkm8YI 23
    • A blender and an iphone walk into a bar... • willitblend.com http://www.youtube.com/watch?v=qg1ckCkm8YI 23
    • 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 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
    • 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 market in any way, how much control can you have? – Echo chamber – Ability to have a voice at the table 29
    • 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
    • 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
    • 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
    • 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
    • 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 me – Sean Howard – company: www.spinglobe.com – marketing blog: www.craphammer.ca – twitter: passitalong 34