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SOCIAL MEDIA & COMMUNICATIONSPart 1: Insights on Canadian Social Media Trends & Segmentation Part 2: Insights from the Nen...
Brian Singh is… <br />An economist<br />A marketing researcher <br />Founding president and managing director of Internet-...
This stuff works…<br /> Page 2<br />
Overview of Presentation<br />PART 1: Social Media <br />The Lay of the Land: Overview of Canadians & Social Media<br />Tr...
Some Key Thoughts…<br />Targeting & Relationships.<br />“Strategic Evolution.”<br />“Literacy.”<br />Application & Augment...
Evolution, The Web & Communications<br />Social media is DIGITAL MEDIA - simply another channel and the natural evolution ...
Social Media by the Numbers<br />
ZINC Research & partner, Dufferin Research, conduct syndicated study of online Canadians usage of social media. <br />Onli...
The Lay of the Land<br />Overview of Canadians & Social Media<br />
Awareness of Social Networking Websites in Canada*Members/Interest/Aware of & Not Joining: Oct 2010<br />“Which of the fol...
“Which of the following social networking sites are you a member of?”<br />Facebook<br />Other Individual Sites<br />34%<b...
# Maybe more reflective of sample online population, but growth trend reflective of Facebook member tracking.</li></ul>Mem...
Canada: Facebook Members within Urban CentresMore than 1/4 in Each of 7 Population Centres<br />Proxied City Penetration R...
Canada: Facebook Members by Age Group A Youthful & Young Adult Phenomena, But Growth in 35 years+<br />Proxied Penetration...
“How important are the following aspects of social networking sites to you…?”<br />Very Important<br />Somewhat Important<...
“How important are the following aspects of social networking sites to you…?”<br />2010 (n=1025)<br />2009 (n=934)<br />St...
Membership of Social Networking SitesMean Number of Friends Per Site<br />“How many people do you have in each of the soci...
Social Networking: Face-to-Face Contact & Enhance Social Life Trade Offs<br />“Do you think social networking sites such a...
Segmenting the Market<br />A Behavioural Segmentation of Social Media Users<br />
Canadian Social Media Segments 2010 Based on Online Population: 84.3% (2008)<br />Online/Real Time<br />9%<br />(Heavy Use...
Canadian Social Media SegmentsBased on Online Population: 2009 versus 2010<br /> Page 19<br />
Canadian Social Media Segments – 4 of Interest<br /> Page 20<br />
Mean Age of Social Media Users<br />Total (n=1200)<br />Non-Users (n=119)<br />Samplers/Lurkers (n=379)<br />Facebook Frie...
Mean Weekly Hours of Social Networking Sites<br />“On average, how many hours a week do you spend using each of these site...
Mean Number of Friends per Social Networking Site<br />“How many people do you have in each of the social networking sites...
SOCIAL MEDIA & COMMUNICATIONSPart 1: Insights on Canadian Social Media Trends & Segmentation NEXT: Part 2: Insights from t...
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Social media & Communications - Pt. 1 - Segmentation survey

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Pt. 1 summarizes social media research insights on Canada's online population - an ideal backgrounder for understanding how this research was applied in mounting the game-changing 2010 Calgary mayoralty campaign (featured in Pt. 2)

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Social media & Communications - Pt. 1 - Segmentation survey

  1. 1. SOCIAL MEDIA & COMMUNICATIONSPart 1: Insights on Canadian Social Media Trends & Segmentation Part 2: Insights from the Nenshi Campaign<br />Presented by<br />Brian F. Singh, ZINC Research<br />November 30, 2010<br />The Canadian Public Relations Society, Calgary, Alberta<br />www.cprscalgary.com www.zincresearch.com <br />
  2. 2. Brian Singh is… <br />An economist<br />A marketing researcher <br />Founding president and managing director of Internet-fueled polling firm ZINC Research<br />A strategist – Activating research<br />A social media analyst, advocate, evangelist<br /> Page 1<br />
  3. 3. This stuff works…<br /> Page 2<br />
  4. 4. Overview of Presentation<br />PART 1: Social Media <br />The Lay of the Land: Overview of Canadians & Social Media<br />Trends & Connection<br />Segmentation<br />PART 2: The Nenshi Campaign<br />Insights from the Nenshi Campaign<br />Strategic Implications<br /> Page 3<br />
  5. 5. Some Key Thoughts…<br />Targeting & Relationships.<br />“Strategic Evolution.”<br />“Literacy.”<br />Application & Augmentation.<br />Data Driven.<br /> Page 4<br />
  6. 6. Evolution, The Web & Communications<br />Social media is DIGITAL MEDIA - simply another channel and the natural evolution of the Internet.<br />Evolution... with expectation of engagement, connection and collaboration.<br />Evolution Web 2.0:<br />Not one-size-fits all / “Cultural Shift”<br />More pervasive, more mainstream, more diverse, more niche.<br />Understanding audiences’ behaviour.<br />Engagement: More targeted… More strategic… (Design? Measurement? ROI?)<br />Reiterates, Reinforces & Extends Traditional Media<br /> Page 5<br />
  7. 7. Social Media by the Numbers<br />
  8. 8. ZINC Research & partner, Dufferin Research, conduct syndicated study of online Canadians usage of social media. <br />Online panel - 1,200 respondents.<br />Census representative – Age, Gender, Region.<br />9 tracking waves since September 2007 (10th Winter 2011).<br />Fielded exclusively in English.<br />Ongoing Assessment:<br />ESOMAR questions.<br />IP Check/Scrub.<br />Validation – e.g. cell phone, usage, voting intentions.<br /> Page 7<br />
  9. 9. The Lay of the Land<br />Overview of Canadians & Social Media<br />
  10. 10. Awareness of Social Networking Websites in Canada*Members/Interest/Aware of & Not Joining: Oct 2010<br />“Which of the following social networking websites are you a member of?”<br />Difference in Member/ Consideration from Sept 2009<br />% indicating that they were a member or aware of a specific site*<br />+15<br />Facebook<br />100%<br />+3<br />MySpace<br />94%<br />+6<br />99%<br />Twitter<br />MSNSpaces/ Windows Live<br />+13<br />91%<br />55%<br />+11<br />LinkedIn<br />* Composite of “currently a member of,’ “not a member but may consider in the future” and “heard of but not interested in joining.”<br /># Maybe more reflective of sample online population.<br />Base: All respondents (n=1,200)<br />Source: Canada Voyageur Omni (October 2010)<br /> Page 9<br />
  11. 11. “Which of the following social networking sites are you a member of?”<br />Facebook<br />Other Individual Sites<br />34%<br />September 2007<br />59%<br />November 2007<br />63%<br />December 2007<br />61%<br />January 2008<br />60%<br />April 2008<br />61%<br />July 2008<br />71%<br />February 2009<br />78%<br />September 2009<br />Facebook has consistently commanded over 80% of respondents who indicate that they are a member of a social networking site.<br />Base: All respondents (September 2007, n=1,000; Nov/Dec 2007/Jan/April/ July 2008/Feb/Sept 2009/Oct 2010, n=1,200); Source: Canada Voyageur Omnibus.<br /><ul><li>- Respondents can be members of numerous social networking sites
  12. 12. # Maybe more reflective of sample online population, but growth trend reflective of Facebook member tracking.</li></ul>Membership to Social Networking SitesCanada – The Dominance of Facebook*#<br />92%<br />October 2010<br /> Page 10<br />
  13. 13. Canada: Facebook Members within Urban CentresMore than 1/4 in Each of 7 Population Centres<br />Proxied City Penetration Rates* (%)<br />Total Canada: 16.98 million (Oct 2010; April 2008: 9.41 million); 18+ - 15.45 million (Oct. 2010; April 2008: 8.04 million).<br />30%<br />69%<br />65%<br />60%<br />32%<br />52%<br />66%<br />88%<br />Notes: *Facebook members can only be part of a single city network, but do not necessarily reside there. Ottawa’s population is actually the Ottawa-Gatineau CMA. Facebook redefined the definition of city networks – the city estimates presented include communities within 50 miles. Sources: Facebook City Networks; Statistics Canada 2006 Census. Facebook members as of September 28, 2009 and October 24, 2010<br /> Page 11<br />
  14. 14. Canada: Facebook Members by Age Group A Youthful & Young Adult Phenomena, But Growth in 35 years+<br />Proxied Penetration Rates* (%) – October 2010<br />Total Canada: 16.98 million; 18+ - 15.45 million<br />While membership rates have stabilized in the under 35 age groups, 35 year+ has seen explosive growth over last 2 years.<br />73%<br />Ubiquitous<br />46%<br />18%<br />* Notes: Assumes unique membership. Sources: Facebook Member Stats; Statistics Canada 2009 Population Estimate (medium Growth Scenario 3). Facebook members as of October 24, 2010.<br /> Page 12<br />
  15. 15. “How important are the following aspects of social networking sites to you…?”<br />Very Important<br />Somewhat Important<br />Staying in touch with Friends<br />87%<br />77%<br />E-mail/Chat<br />71%<br />Finding old friends<br />General distraction/Stress reliever<br />61%<br />44%<br />Playing online games<br />41%<br />Making new Friends<br />Organizing social life<br />39%<br />Sharing ideas/Blogging<br />38%<br />Joining/Being part of communities<br />35%<br />27%<br />Promoting/Developing business<br />25%<br />Defining own identity<br />Dating<br />11%<br />Base: Respondents who belong to social networking sites (n=1200)<br />Source: Canada Voyageur Omni (October 2010)<br />Usage of Social Networking Sites (2010)Very Important/Somewhat Important Aspects <br /> Page 13<br />
  16. 16. “How important are the following aspects of social networking sites to you…?”<br />2010 (n=1025)<br />2009 (n=934)<br />Staying in touch with Friends<br />E-mail/Chat<br />Finding old friends<br />General distraction/Stress reliever<br />Playing online games<br />Making new Friends<br />Organizing social life<br />Sharing ideas/Blogging<br />Joining/Being part of communities<br />Defining own identity<br />Promoting/Developing business<br />Dating<br />Usage of Social Networking Sites (2009 vs 2010)Important Aspects (Very/Somewhat Total) <br /> Page 14<br />
  17. 17. Membership of Social Networking SitesMean Number of Friends Per Site<br />“How many people do you have in each of the social networking sites you are a member of?<br />2010 (n=1081)<br />2009 (n=934)<br />Facebook<br />MSNSpaces/ Windows Live<br />Twitter<br />Myspace<br />The Opportunity:<br />n x (n-1) connections<br />Linkedin<br />Base: Respondents who belong to social networking sites<br /> Page 15<br />
  18. 18. Social Networking: Face-to-Face Contact & Enhance Social Life Trade Offs<br />“Do you think social networking sites such as Facebook replace face-to-face contact, or enhance ones social life, when people live in close proximity to each other?”<br />Social Network Sites offer ideal mix<br />17%<br />Social Networking Sites are replacing face-to-face contact 31%<br />Social Networking Sites will never supplant personal interaction<br />20%<br />Social Networks Sites add, but do not affect social lives<br />32%<br /> Page 16<br />
  19. 19. Segmenting the Market<br />A Behavioural Segmentation of Social Media Users<br />
  20. 20. 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 18<br />
  21. 21. Canadian Social Media SegmentsBased on Online Population: 2009 versus 2010<br /> Page 19<br />
  22. 22. Canadian Social Media Segments – 4 of Interest<br /> Page 20<br />
  23. 23. Mean Age of Social Media Users<br />Total (n=1200)<br />Non-Users (n=119)<br />Samplers/Lurkers (n=379)<br />Facebook Friends (n=323)<br />Suits and Strategy (n=89)<br />Chat, Chill, Connect (n=187)<br />Online/Real Time (n=102)<br />Page 21<br />
  24. 24. Mean Weekly Hours of Social Networking Sites<br />“On average, how many hours a week do you spend using each of these sites you are a member of?”<br /> Page 22<br />
  25. 25. 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 23<br />
  26. 26. SOCIAL MEDIA & COMMUNICATIONSPart 1: Insights on Canadian Social Media Trends & Segmentation NEXT: Part 2: Insights from the Nenshi Campaign<br />
  27. 27. Questions? Comments?Let’s Connect!Contact Brian F. Singh:Phone: 403.861.9462brian@zincresearch.comwww.zincresearch.comTwitter: @BFSingh<br /> Page 25<br />

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