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

Another change you can believe in Canada…

Canadian Marketers plan on spending more/less in 2009:

More LessNewspaper 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

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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

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THE BUZZ REPORT

Composition of Audience 20% Innovators 59% Early Adopters 19% Early Majority 2% Late Majority/Laggards

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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%

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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%

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

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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

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

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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

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

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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/CauseMarketing

ExperientialMarketing

Viral Marketing

Other Buzz Report Learnings On…

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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

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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

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3. Most important Word of mouth attribute (in order of priority):

1. Conversation worthy idea/concept*2. Great product/brand3. Customer/member experience provided4. The People who Participate*5. The Culture of a company*6. A strong word of mouth generation process7. Research/analysis/learning

Source: Agent Wildfire Buzz Report 2009

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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

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5. Biggest gaps between currently practising and piloting/testing – potential future opportunities:

1. Crowdsourced networks2. Not-traditional ads designed to attract talk value3. Virtual worlds4. Mobile initiatives5. Fan Clubs6. Testimonial/challenge programs

Source: Agent Wildfire Buzz Report 2009

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6. Currently Track:

1. Content generated by social media/WOM 46%

2. Traffic/sales attributable to social media/WOM 41%

3. Insight generated by social media/WOM 41%

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

5. Level and quantity of social media/WOM 36%

6. Social media/WOM Impact/ROI 33%

7. Brand Engagement metrics 31%

8. Influence/advocacy across customers/cust. Segments 23%

Source: Agent Wildfire Buzz Report 2009

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7. Beliefs:

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%

Source: Agent Wildfire Buzz Report 2009

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8. Disbeliefs:

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%

Source: Agent Wildfire Buzz Report 2009

The ABC’s of What’s Next in Marketing, Media & Research

– The Trends that are Going to Drive Business ….and Your Career Forward -

SlideshareAgent Wildfire Presentation

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