social media webinar to association of canadian advertisers

MAKING CLARITY OUT OF CHAOS: A SOCIAL MEDIA STUDY

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FEBRUARY 4TH, 2010

MAKING CLARITY

OUT OFCHAOS

CANADA


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FEBRUARY 4TH, 2010

“The Researcher”

@luccormier

Luc André

Cormier


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FEBRUARY 4TH, 2010

“The Practitioner”

@ibarr

Ian Barr


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FEBRUARY 4TH, 2010

AGENDA> RESEARCH

>SEEKING AND SHARING INFORMATION>SOCIAL NETWORKS>SOCIAL BEHAVIOUR>BRAND SHARING>CONCLUSIONS

> ACTIVATION>CASES

> Q&A


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FEBRUARY 4TH, 2010

METHODOLOGY

Objectives Cossette mandated Impact Research, its marketing research division, to gather insights on consumers who use social media. More specifically, we looked at penetration, purpose, behaviour and

attitudes toward social media..

Population Internet users aged 18 years or older in Canada, the US and UK.

Sampling Simple random amongst two distinct panels

Data collection Online survey, self-administered questionnaireJune 26th to July 17th, 2009

Margin of error Sample size : 3,227 respondentsMargin of error : ± 1,7 % 19 times out of 20

Weighting Gender, age and sub-region by geography.Total results reflect average of three geographies(ie: not weighted to population sizes)

Weighting sources & sample sizes:Canada - Statistics Canada, 2006 Census, n=1,225U.S. - U.S. Census Bureau, 2005-2007 American Community Survey, n=1,001U.K.- Office for National Statistics, 2001 Census data, n=1001


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INTRODUCTIONTechnology is changing how we communicate, profoundly.

In this study, we wanted to:transcend the hype,

avoid the brands and buzz of the moment,

and focus on behaviour.


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PRODUCTS: 60% turn to “SOCIAL”.60% turn to “SOCIAL”.

Consult informationproduced by ________

to inform themselves about:

38%34%

13%

50%46%41%

20%

59%

Friends /colleagues

Family Othercitizens

NETSOCIAL

News Products

LOOKING FOR INFORMATION ONLINE

Q10 - Considering news and current affairs, do you ever consult information that is produced by _________? (n=1,225)Q11 - Considering products and services, and excluding advertising, do you ever consult information that is produced by _________? (n=1,225)


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FEBRUARY 4TH, 2010

More people turn to “SOCIAL” than news organizations, companies or search.More people turn to “SOCIAL” than news organizations, companies or search.

Consult informationproduced by ________

to inform themselves about:

41%

56%50%50% 47%

59%

Top searchrankings (no

matter thesource)

Newsprofessionals /

Companies

NET SOCIAL

News Products




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FEBRUARY 4TH, 2010

NET SOCIAL - CAN, US, UK

69%60%

44% 47%

76%

62%56% 57%

18-24 25-34 35-54 55+

News Products



Social media is widespread with 18-34’s. Social media is widespread with 18-34’s.


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FEBRUARY 4TH, 2010

NET SOCIAL

50%60%

56%59%

73%65%

Canada US UK

News Products



There are more There are more “SOCIAL” “SOCIAL” Americans than in Canada or the UK.Americans than in Canada or the UK.


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FEBRUARY 4TH, 2010

SHARING INFORMATIONTop first-mention is Top first-mention is E-MAILE-MAIL (35%) (35%)

32% 32% PUBLISHPUBLISH information on the internet information on the internet

SOCIAL NETWORKSSOCIAL NETWORKS (30%) grew from 11% in Fall ’08. (30%) grew from 11% in Fall ’08.

Young adults (<35) prefer SOCIAL NETS over E-MAILYoung adults (<35) prefer SOCIAL NETS over E-MAIL

Q6-7. When you want to share information or discoveries that are important to you with your friends, what do you do? Are there any others? > All respondents (n=3,227)

35%25% 26%

11%

43%51% 49%

19%

4%0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

E-mail Telephone In person Social Network Webpage orblog

Text / SMSMessage

First mention Other mentions

78%76% 75%

30%

5%2%

NET 32%

Social networks by age

29%20%

11%1%

27%31%

18%

9%

18-24 25-34 35-54 55+

First Mention:29% of 18-24 would rather share on a social ntwk. than e-mail (8%)


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SOCIALNETWORKS


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FEBRUARY 4TH, 2010

Social networks are a broadly accessible medium to connect with consumers at home, at work and on the go.

Q14. How many hours did you spend on the Internet last week whether surfing, sending e-mails, chatting, gaming online or doing other activities? > All respondents (n=3,227)

Q18. You mentioned spending the following amount(s) of time online last week doing different activities, how many of these hours are spent using online social networks? > Respondents who used Internet in the past week and who belong to an online social network (n=790)

Used social networks in the past week

PENETRATION

Ages 25-3425% Ages 18-24

16%


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FEBRUARY 4TH, 2010

90% 86% 75% 49% 69% 78% 69%

6.6

8.5

6.55.7

7.7

9.2

5.1

0%

20%

40%

60%

80%

100%

120%

140%

18-24 25-34 35-54 55+ HHI $40Kor less

HHI $40-$60K

HHI$60K+

% U

se

rs

0.0

1.0

2.0

3.0

4.0

5.0

6.0

7.0

8.0

9.0

10.0

Ho

urs

% Social nework users Weekly hours per user

PROFILE

Nearly 9 out of 10 Canadian adults aged under 35 who use the Internet have created at least

one social network profile.

- Economically, heavy users are average income Canadians, spending 9.2 hrs./wk.

Q14. How many hours did you spend on the Internet last week surfing, sending e-mails, chatting, gaming online or doing other activities? (n=1,225)

Q17. Do you belong to an online social network (e.g.: Facebook, MySpace, Windows Live Spaces, other) n=1,225

Q18. You mentioned spending the following amount(s) of time online last week doing different activities, how many of these hours are spent using online social networks? > Respondents who belong to an online social network (n=790)

2.4 2.2 1.9 1.8 1.9 2.2 1.9Avg. number ofntwks. subscribed to:


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FEBRUARY 4TH, 2010

Social Networks4.4

20%

Other Internet17.380%



TIME SPENT

Canadians claim 20% of their time online is spent on social networks.

- 35% for those with 50+ “friends” or “connections”.

- 36% for those who log on to social netwks. 5+ times per week.

21.7 hours per capita* per weekAug. 2009: Nielsen reports

social network / blogging sites account for 17% of time spent

on the internet, nearly triple SPLY figure (source: US).

*: Internet population, including both social network users and non-users


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FEBRUARY 4TH, 2010



TIME SPENTSocial networks represent 20% of total internet time but nearly one quarter of the

activity conducted at home as well as on devices other than a computer, like mobile

phones for example.

Social networks share of time spent with Internet

24%

9%

23%

At home At work/school Device other than acomputer

US41%

Ages 18-34 & US% 16%

Ages 18-3431%


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70% of Canadian respondents are registered users of an online social networkregistered users of an online social network.

FacebookFacebook has more daily users than any network has members


Q19. Do you belong to the following social networks?

Q20. How many times did you log on to your _________ account in the past week (n=variable)

Average frequency per week per user

10.7 3.9 6.1 3.0 5.0 1.5 2.7 1.7

US (36%)

MEMBERSHIP

Ages 18-3447%


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Seven out of ten 18-34’s log on to Facebook nearly twice per day on average.

Logged on to last week

10

20

30

40

50

60

70

5.0 6.0 7.0 8.0 9.0 10.0 11.0 12.0 13.0 14.0

Frequency

%

A55+(31% / 5.5)

A45-54(43% / 7.8)

A35-44(59% / 9.7)

A18-34(69% / 13.6)

Q17. Do you belong to an online social network (e.g.: Facebook, MySpace, Windows Live Spaces, other) n=3,227 (3 mkts)



FACEBOOK


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FEBRUARY 4TH, 2010

Seven out of ten 18-34’s log on to Facebook nearly twice per day on average.

Canadian Internet users are most likely to frequent Facebook.

Logged on to last week

10

20

30

40

50

60

70

5.0 6.0 7.0 8.0 9.0 10.0 11.0 12.0 13.0 14.0

Frequency

%

A55+(31% / 5.5)

UK(47% / 9.4)A45-54

(43% / 7.8)

US(45% / 10.0)

CAN(55% / 10.7)

A35-44(59% / 9.7)

A18-34(69% / 13.6)

Q17. Do you belong to an online social network (e.g.: Facebook, MySpace, Windows Live Spaces, other) n=3,227 (3 mts)



FACEBOOK

With 45% of online users logging in weekly, Facebook is 60% more popular in the US than Myspace at 28%.


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FEBRUARY 4TH, 2010

Q27. You mentioned using Facebook, how often do you use the following Facebook features? > Respondents using Facebook n=,1675 (3 mkts)

Claimed weekly use of Facebook featuresBase: Facebook members

Ranked on daily penetration

10 10 9 95 3 2 2 1 1 2 1

8 7 7 7

5 5 4 3 3 3 1 20

10

20

30

40

50

60

70

Sendmessageto friends

Commenton others'

status /write on

wall

Chat Playgames

Changestatus

Answerquizzes

Updateprofile

Share link Addphotos

Plan event RSVP Uploadvideo

% p

enet

rati

on

Several times per day Once per day Weekly

6662

48

3437

3438

23 2317 18

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FACEBOOK FEATURESThe most popular functions1 make it easier to stay in touch

Top two reasons for using social networks ?

- Staying in touch with friends: 50% (18-34 skew)

- Staying in touch with family: 14% (45+ and female skews)

1

US30% daily

CAN

10% daily ↓


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FEBRUARY 4TH, 2010

Social networks are tactical tools that (will) come and go.

Social media is behaviour, characterized by the mobilisation of people, as citizens and as consumers, who feel empowered through their discovery of technology.


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BEHAVIOURIn social media:

- Audiences LOOK and REACT

to what

- Transmitters SHARE and CONTRIBUTE.

RECEIVERS(AUDIENCE)

TRANSMITTERS(MEDIA)

LOOK REACT SHARE CONTRIBUTE

Look at photos/videos others

have uploaded

Follow linksothers have

found interesting

Upload photos/video to share with others

Maintain a personal web page or blog

Look up or read what others are sharing about themselves

Comment on others' personal pages or

blogs

Share things about yourself

Write a review about products or services

Read blogs or personal web pages

Rate things (ex: five star system)

Share linksand recommend useful content


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FEBRUARY 4TH, 2010

SOCIAL MEDIA BEHAVIOURCanadians differ from Americans by the general frequency at which they LOOK, REACT, SHARE and CONTRIBUTE social media. There is less penetration in most activities, but the Canadian user base is usually more engaged in what it does.

Q15 & Q16. In the past week, how often did you do the following? (n=1,225)

Social media activity* in the past week - CAN vs. USA

0

5

10

15

20

25

30

35

40

45

50

55

60

65

3.0 3.5 4.0 4.5 5.0 5.5 6.0 6.5 7.0 7.5 8.0 8.5 9.0 9.5 10.0 10.5 11.0

Frequency

%

Write a reviewabout productsor services

Share links and recommend useful content

Read blogs or personal pages

Upload photos/video to share with others

USA(39% / 4.2)

CAN(30% / 3.6)

USA(23% / 4.6)

CAN(13% / 5.5)

CAN(26% / 10.6)

USA(36% / 8.5)

USA(33% / 6.0)

CAN(28% / 7.8)

LOOKREACTSHARE

CONTRIBUTE

*: These activities were selected because we found statistically significant differences between US and Canada.

People talk aboutbrands online.

But they’ve always been social about brands.

They just never hadthe systems to do it

on any kind of scale.


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FEBRUARY 4TH, 2010


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FEBRUARY 4TH, 2010

“Last week”, 77%77% of internet users engaged engaged withonline information about a product or a brand.

8%

15%

9%

17%

6%

11%

17%

14%

23%

27%

14%

17%

29%

28%

43%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Politics or religion

Social issue

Personal or healthissue

Activity or pastime

Product, service,company or brand

Shared with others last wk. Shared AND looked Looked for last wk.

Q13. Thinking about your Internet activity in the past week, did you look for or share with others any information or opinions about …? (n=3,227)

30% / 41% / 23%

40% / 44% / 36%

25% / 28% / 16%

27% / 50% / 27%

16% / 32% / 12%

SharedCan. / US / UK

Americans share more information online, especially concerning social, political or religious issues.

One third sharedinformation or opinionswith other users online


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FEBRUARY 4TH, 2010

Gen YGen Y is more likely more likely to be spreading the word about companies or products, reinforcing how they use brands to accentuate their social status, both on and offline.

Adults 18 - 24 online activity in past weekrelating to a product, service, company or brand

5%

8%

2%

40%

40%

46%

41%

29%

43%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

UK

US

CANADA

Shared info with other users online Shared AND looked Looked for info online

Q13. Thinking about your Internet activity in the past week, did you look for or share with others any information or opinions about …? (n=193)

Young Canadians share as much (48%)

as Americans.


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FEBRUARY 4TH, 2010

BRAND SHARING

20% of Canadians do it !20% of Canadians do it !

Q13. Thinking about your Internet activity in the past week, did you look for or share with others any information or opinions about …? (n=3,227)

20% / 29% / 18%

Can. / US / UK

22%

Last weekShared information / opinion

specifically abouta company or brand

with other users.

30% / 21% / 14%

18-34 / 35-54 / 55+


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FEBRUARY 4TH, 2010

The’re more likely to use alternative means to go online.

3.2h

Internet activity (last wk.)

38%

20%

53%

37%

Computer at work Another device

Social network activity (last wk)

13%9%

26%21%

Computer at work Another device

Q14. How many hours did you spend on the Internet last week whether surfing, sending e-mails, chatting, gaming online or doing other activities? > All respondents (n=3,227)

Q18. You mentioned spending the following amount(s) of time online last week doing different activities, how many of these hours are spent using online social networks? > Respondents who used Internet in the past week and who belong to an online social network (n=790)

BRAND SHARING


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FEBRUARY 4TH, 2010

24.229.4

7.4 9.6

65%

75%

0

10

20

30

40

Internet population SHARE brand info

Avg

. Wkl

y. H

ou

rs

0%

30%

60%

90%

So

cia

l ntw

k. %

pe

ne

tra

tion

Internet hrs. Social ntwk. hrs per user Social networks % penetration

They’re heavy users of both the Internet and social networksInternet and social networks.

BRAND SHARING





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FEBRUARY 4TH, 2010

BRAND SHARING

They are very curious, following and sharing links more intenselythan other Internet users.

Social media activity in the past week

0

10

20

30

40

50

60

4.0 4.5 5.0 5.5 6.0 6.5 7.0 7.5 8.0 8.5 9.0 9.5 10.0 10.5 11.0 11.5 12.0

Frequency

%

Share links and recommend

useful content(48% / 9.5) Follow link

others havefound interesting

(47% / 11.3)

Q13. Thinking about your Internet activity in the past week, did you look for or share with others any information or opinions about …? (n=3,227) Q15 & Q16. In the past week, how often did you do the following? (n=3,227)

General online population (A18+)

SHARE brand info


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FEBRUARY 4TH, 2010

BRAND SHARING

One third of them (35%) write actual product reviews, whereas 25% canspread information via the personal page or blog they attend to 1.4 times/day.

Social media activity in the past week

0

10

20

30

40

50

60

4.0 4.5 5.0 5.5 6.0 6.5 7.0 7.5 8.0 8.5 9.0 9.5 10.0 10.5 11.0 11.5 12.0

Frequency

%

Write a reviewabout productsor services(35% / 5.4)

Share links and recommend

useful content(48% / 9.5)

Maintain apersonal page

or blog(25% / 10.0)

Follow link others have

found interesting(47% / 11.3)

Q13. Thinking about your Internet activity in the past week, did you look for or share with others any information or opinions about …? (n=3,227) Q15 & Q16. In the past week, how often did you do the following? (n=3,227)

General online population (A18+)

SHARE brand info


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FEBRUARY 4TH, 2010

They gather information the traditional way1 ON TOP of being themselves heavy

users of user generated content like blogs2.

BRAND SHARING

Consult PRODUCT informationproduced by ________


52%45%

51% 47%

24%

66%

54% 57% 61% 57%

35%

77%

Top searchrankings (no

matter thesource)

Companies Friends /colleagues

Family Other citizensdon't

personallyknow

NET SOCIAL

Internet population SHARE company/brand info last wk

1 2


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FEBRUARY 4TH, 2010

They don’t necessarily see advertising as less useful.

Q12. Using a scale of 1 to 10, how much do you agree with the following? Considering products and services, information that is produced by other citizens more useful than advertising in __________. (n=3,227)

42% 39% 40% 41% 40% 37% 40%44%

38%42% 43% 43% 41% 43%

TV ads

Radio

ads

Newsp

. ads

Mag

. ads

Direct

mai

l

Compan

y web

site

Store

/ sa

lesm

an

Internet population SHARE brand info

Considering products and services,information that is produced by other citizens

is more useful than:

(Strongly agree: 8-10 on 10 pt. scale)

BRAND SHARING


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BRAND SHARING

These curious consumers

turn to many sources

to form a trusted opinion.


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FEBRUARY 4TH, 2010

Because more than halfmore than half of them strongly agree* with such statements as:

“ I enjoy keeping informedabout new products.”

*: 8-10 on a 10 point scaleAll respondents Canada/US/UK. (n=3,227)

“ People I know expect good advicefrom me about products.”

32%

51%

Internet population

Shared company/brand info last wk.

39%

55%

Internet population



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FEBRUARY 4TH, 2010

More than one thirdMore than one third strongly agree* with :

“ As people share more information,companies are forced to be more transparent.”

*: 8-10 on a 10 point scaleAll respondents Canada/US/UK. (n=3,227)

“I feel better about a company I know is tryingto be transparent by opening itself to criticism online..”

30%

37%

Internet population


29%

37%

Internet population



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FEBRUARY 4TH, 2010

1. Social media IS replacing e-mail

2. Facebook (not Twitter) IS poised as next Google.

3. Social media IS a source of information

4. There IS word of mouth about brands online.

5. Those who share brand info online DO value advertising

CONCLUSIONS


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IMPLICATIONSThe potential pay-off of social media lies inthe fact that consumers turn to other consumersconsumers turn to other consumersfor information about companies and brands. for information about companies and brands.

In Canada, 60% of the online population refers to what is being

shared by 22% of internet users.

If you’re targeting Gen Y:76% refer to others.

32% share company / brand info.

Those who share brand information are among the heaviest users of social media.

Influencing how THEY regard your brand must be at the heart of the strategy.


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FEBRUARY 4TH, 2010

IMPLICATIONSThe potential pay-off of social media lies inthe fact that consumers turn to other consumersconsumers turn to other consumersfor information about for information about companies and brandscompanies and brands. .

Determine who is sharing brand information in your category?

>Monitor brand mentions

>Listen to customers and gather insight

>Engage in conversations about your brand.


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FEBRUARY 4TH, 2010

IMPLICATIONSThe potential pay-off of social media lies inthe fact that consumers turn to other consumersconsumers turn to other consumersfor information about companies and brands. for information about companies and brands.

Make sure “contributing” and “sharing” your content is easy and enviable.

> Prepare social-media-ready content > Let them modify it before they share it.> Set boundaries but yield control.

Consumers will spread personal views about a brand,but not propaganda.

Track and measure your social footprint.


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ACTIVATION

FEBRUARY 4TH, 2010

FEBRUARY 4TH, 2010MAKING CLARITY OUT OF CHAOS: A SOCIAL MEDIA STUDY

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Tactical Outreach

Creative Engagement


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Start by identifying…> WHICH transmitters are discussing your company, WHICH transmitters are discussing your company,

your brand(s) and products/services and HOW your brand(s) and products/services and HOW they’re doing itthey’re doing it

> Are they using brand assets? What types?> What are the common key points and themes discussed?> How are they discussing your competitors?> Which groups are most vocal/influential?

> Which social platforms Transmitters are usingWhich social platforms Transmitters are using>How are they using them?

> How your activation compares to your competitors

> Which categories of Transmitters are most vocal (i.e. Moms? Frugal? Men’s Lifestyle? Fashionistas?)


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THERE IS NO BIG OR SMALL THINKING IN SOCIAL THERE IS NO BIG OR SMALL THINKING IN SOCIAL MEDIA.MEDIA.

WHAT MATTERS MOST IS A STRONG SYMBIOTIC WHAT MATTERS MOST IS A STRONG SYMBIOTIC RELATIONSHIP BETWEEN IDEA, SOCIAL PLATFORM, RELATIONSHIP BETWEEN IDEA, SOCIAL PLATFORM, AND AUTHENTICITY. AND AUTHENTICITY.

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CASE STUDY

PACKAGINGPACKAGINGSOCIAL-ENABLED SOCIAL-ENABLED

CONTENTCONTENT


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““ARTIST – INSPIRED”ARTIST – INSPIRED”

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CHALLENGE:

How do you sell through a product to maximize the buyer’s order in under 8

weeks?

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FEBRUARY 4TH, 2010

SOLUTION:

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Identify and hyper targethyper target sneaker freakssneaker freaks, influencers by bandband and music fansmusic fans

Provide demo product, coupon codes and custom-tailored contentcustom-tailored content


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FEBRUARY 4TH, 2010

RESULTS:>Sell through inventory Sell through inventory for each shoe included in

campaign efforts 35% higher 35% higher than those not included in campaign

>Generated 43M+ impressions 43M+ impressions across diverse forms of social media (website, blogs, Facebook, Twitter, Flicker)

>100%100% of placements prominently featured direct featured direct link to retail partnerlink to retail partner’s’s ecommerce site

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CASE STUDY

EMPOWERING EMPOWERING INFLUENCERS TO INFLUENCERS TO

TELL YOUR TELL YOUR STORYSTORY


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““Say-No to Violence Against Women”Say-No to Violence Against Women”

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CHALLENGE:

How do you empowerempower people online to join a movement and encourage

750,000 to show their support in 2.5 750,000 to show their support in 2.5 monthsmonths?

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“Thanks a bunch to everyone who signed the petition! I know it’s way past over, but WE HIT IT! We actually obliterated that 1,000,000 signature goal to the tune of over 5,000,000!

And a promise is a promise. I’ve posted a total of 4 comics now and will continue to crank them out (faster) until I’ve made 1 for every 25,000 signatures to 1,000,000.”

Influencer committed to making a comic for every 25,000 signatures UNIFEM’s Say NO campaign collected (starting at the 325,000 mark).


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FEBRUARY 4TH, 2010

RESULTS:>Generated more than 1.4 million signatures in 1.4 million signatures in

2.5 months2.5 months>Over 9,000 applications installed9,000 applications installed, generating

more than 700,000 interactions700,000 interactions>Built network of hundreds of cause evangelists

achieving 21M organic impressions21M organic impressions>Resolution Passed | Funding Granted

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CASE STUDY

LEVERAGING LEVERAGING CANADA’S TOP CANADA’S TOP

SOCIAL SOCIAL NETWORKNETWORK


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““VIRTUAL STOCKING”VIRTUAL STOCKING”

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CHALLENGE:

Create a social-enabled experience that (a)(a) generates mass participation generates mass participation

and deep engagement deep engagement across multiple social media platforms and (b) drives (b) drives

online sales online sales

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Once created, users could hang their virtual stocking on their blog or show it off on their Facebook profile.


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RESULTS:> In one month, more than 24,000 participants 24,000 participants

(stockings created)(stockings created)> More than 650,000 products “stuffed” More than 650,000 products “stuffed”

> equivalent to19,000 gifts per day>Over 124,000 site visits124,000 site visits, generating nearly 1.2 1.2

million page viewsmillion page views>Visitors spent an avg of 5 mins engaging5 mins engaging>50%50% e-Newsletter opt-insopt-ins>2k+2k+ Facebook Fans addedFans added

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Luc André CormierVice President, product & research

Cossette Media and Impact [email protected]

Twitter.com/luccormier

Ian BarrManaging Director

Rocket [email protected] Twitter.com/ibarr

Link to social media-enabled press releaseabout the study on cossette.com

social media webinar to association of canadian advertisers

Business

social media study

net social

chaos canada

information producedby

usesocial media

canada statistics canada

current affairs

q11 consideringproducts