Presented at the 2012 CMA Social Media Conference by Delvinia's Amy Sullivan, Vice President of Insight, and Randy Matheson, Director of Emerging Media + Trends. This 'State of the Social Media Nation' covers social media usage in Canada. Drawing on freshly minted data from the AskingCanadians research community, the presentation shares the latest stats on consumer engagement with social platforms. Learn what Canadians are doing, why, and how often, and gain valuable insights into how social media is changing Canadians’ purchasing behaviour and their relationships with brands.

1. STATE OF THE
SOCIAL NATION

3. Agenda
- How are Canadians Using Social Media
- Social Media Fatigue
- Brands & Social Media

4. HOW ARE CANADIANS
USING SOCIAL MEDIA?

5. Most Active Social Media Networks
YouTube
35% Are you an active* member of
the following social networks?
Facebook March 2012
73% Twitter Pinterest
20% 5.3%
MySpace
Tumblr
2.4%
3.3%
Linkedin Google+
Flickr Instagram
20% 19% 5.3% Foursquare
3.0% 1.7%
* Have you logged in at any time in the past 30 days Source: AskingCanadiansTM, 2012

6. How are Canadians Using Social Media?
61% 55%
39%
to stay connected with to stay connected with to stay up to date
family & friends professional contacts on news and general
items of interest
Source: AskingCanadiansTM, 2012

7. Status Updates
44%
Tell their own story
by updating their
status on one
platform or another
every month
Source: AskingCanadiansTM, 2012

8. Photo Sharing
38%
Post photos to a
social media site in
a typical month
Source: AskingCanadiansTM, 2012

9. Video Sharing
17%
Post videos to a
social media site in
a typical month
Socialcam Viddy
Source: AskingCanadiansTM, 2012

10. Location, Location, Location
14%
share their GPS
location on a social
media network in a
typical month
Source: AskingCanadiansTM, 2012

11. SOCIAL MEDIA
FATIGUE

12. The Thrill is Gone, Baby
44%
of social media users are less
enthusiastic today than they
were 12 months ago
Why?
Source: AskingCanadiansTM, 2012

13. Privacy
“[I have] a feeling that my
sharing is a commodity that
somebody else is making huge
piles of money from, without
my having much say in how.”
Source: AskingCanadiansTM, 2012

14. Lack of Novelty
“The whole social media thing has
gone from being the exciting new thing
to just another part of online life.”
“In the beginning it was exciting to
keep in touch and share photos, etc.
Now it is work to keep on top of it.”
Source: AskingCanadiansTM, 2012

15. Relationships
“I realise the people I know on
Facebook are not my real friends.”
Source: AskingCanadiansTM, 2012

16. Life Before and Since Facebook
8%
84% fewer close
friends
about the
same number
of close
friends
8%
more close
friends
Source: AskingCanadiansTM, 2012

17. Micro Social Media Networking
Path Kidfolio Pair

18. BRANDS & SOCIAL MEDIA

19. Canadians Following Brands
64%
of social media users have
taken action to stay up-
to-date with a brand via
social media.
Source: AskingCanadiansTM, 2012

20. Canadians Following Brands
2/3
of brand followers
follow 5+ brands.
Source: AskingCanadiansTM, 2012

21. Canadians Following Brands
1/3
followers are not just looking for a
deal or a contest (they want to
dialogue with the brand).
Source: AskingCanadiansTM, 2012

22. Canadians Following Brands
45%
have “unliked” or stopped
following a brand’s social media site
in the past month.
Source: AskingCanadiansTM, 2012

23. Too many messages!
Boring content!
No value!

24. Canadians Following Brands
51%
trust a brand’s website, over
their social media site.
Source: AskingCanadiansTM, 2012

25. Is the Honeymoon Over?
Photo Credit: Flickr: bored_now

26. Social Media Marketing
1 in 4
are open to receiving marketing
messages through social
media channels
Source: AskingCanadiansTM, 2012

27. For more information contact:
asullivan@delvinia.com
THANKS! Amy Sullivan
Vice President of Customer Insight
Randy Matheson
Director, Emerging Media + Trends
@delvinia / delvinia.com
corporate.askingcanadians.com