MBA presentation to Shulich

1. Social Media
In a Canadian Marketing Context
November 12, 2007
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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
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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/
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4. In homage to David Armano
* Source: logic+emotion, http://darmano.typepad.com/logic_emotion/ 4

5. The new online world
* Source: logic+emotion, http://darmano.typepad.com/logic_emotion/ 5

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
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7. Media is transforming
• I can’t say it as well as the ninja
http://www.youtube.com/watch?v=OEmss2lg-ug
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8. Quick, quick trends
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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
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12.7
11.6 11.0
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– 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.
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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
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11. Canadians online
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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
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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. 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
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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
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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/
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17. RSS
Really Simple Syndication
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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
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19. Power of syndication
Custom Outbound Email
Widgets RSS consolidators
Google Homepage
or Desktop Widget
Graphical Signatures
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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
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to all those amazing people who blog

21. Visits vs. reach
Just when we got the corporate world
to look at visits...
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22. Web Analytics Demystified
• Measurement
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Source: http://www.webanalyticsdemystified.com

23. Web Analytics Demystified
• Measurement
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Source: http://www.webanalyticsdemystified.com

24. A blender and an iphone walk into a bar...
• willitblend.com
http://www.youtube.com/watch?v=qg1ckCkm8YI
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25. A blender and an iphone walk into a bar...
• willitblend.com
http://www.youtube.com/watch?v=qg1ckCkm8YI
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26. A blender and an iphone walk into a bar...
• willitblend.com
http://www.youtube.com/watch?v=qg1ckCkm8YI
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27. Case in point: Blendtec
* source: logic+emotion, http://darmano.typepad.com/logic_emotion/ 24

28. SEO scam and scoop
How to create authority
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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
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30. Example: “Will it Blend”
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31. Example: “Will it Blend”
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32. Example: “Will it Blend”
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33. Example: “Will it Blend”
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34. Reach vs. Control
Risk and Measurement
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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
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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.”
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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.”
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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
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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
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40. Wrap up
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41. It’s all about the brand idea
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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
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