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SOCIAL MEDIA & COMMUNICATIONSPart 1: Insights on Canadian Social Media Trends & Segmentation Part 2: Insights from the Nenshi Campaign<br />Presented to <br />The Canadian Public Relations Society, Calgary, Alberta, by: <br />Brian F. Singh, ZINC Research<br />November 30, 2010<br />

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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 />

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About this two-part presentation<br />On October 18th, 2010, Naheed Nenshi came from “out of nowhere” to be elected the new mayor of Calgary, Alberta<br />ZINC Research president Brian F. Singh, part of the campaign team and a long-time social media evangelist, played a key role in developing and executing the Nenshi team’s groundbreaking, social media-driven campaign strategy<br />Part 1 of this presentation sets the stage with an overview of ZINC Research’s social media research data<br />In Part 2, Brian discusses how these insights and online resources helped turn the tide in Nenshi‘s favour… <br />

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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 3<br />

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The Nenshi Campaign: A Unique Opportunity<br />Timing.<br />Manageable scale & Geography.<br />Risk & Strategy.<br />Tactics & Execution.<br />Competitors’ Reaction.<br />Unlikely to replicated. <br />Approach will be considered.<br />

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So how did this happen?<br />

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Nenshi: “A weird, wonderful mix… and relentless.”<br />Champion Debater<br />Student Council President<br />Management Consultant<br />Academic/Professor<br />Author<br />Journalist/Media<br />Chair – Arts Organization<br />TEDx Speaker.<br />Plan-It Calgary<br />Mayoral Candidate…<br />

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Don Braid, Calgary Herald; October 19 2010<br />“One of the most entertaining parts of the campaign, in fact, was watching the old pols — the people so used to getting the leaders elected — looking over their shoulders with growing dread.<br /> <br />They wondered, what the hell is this chaotic, uncontrollable thing thundering up the track?”<br />

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Myth: “Social Media” Candidate<br />Integrated & Innovative Communications.<br />Social media was a tool – BUT used it better than everybody.<br />Most other elements of campaign were traditional, but social media also supported these efforts.<br />Grasped media/engagement efficiencies.<br />Experts dismissed & Other Candidates did not react: Cannot grasp what you don’t understand.<br />

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The Team…<br />Nenshi leadership & design.<br />Some political experience.<br />But… trusted network with…<br />Proven performers.<br />Specialized Skills.<br />Independent thinkers, but collaborative.<br />Strong history of organization.<br />Media literacy.<br />“Start-up & Launch.”<br />FACT: All of us active on Twitter – Before & AFTER the Campaign.<br />

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The Approach…<br />Be different.<br />Redefine the rules.<br />Intelligence-driven.<br />Innovation.<br />One step ahead.<br />Go to the people… wherever they are.<br />COMMAND & CONTROL?<br />No. Organized Chaos, Distributed Responsibility & Discipline.<br />

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The Problem: Who is Nenshi?<br />No awareness nor familiarity.<br />No money.<br />McIver’s “war chest” & perceived “in-waiting.”<br />

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Strategy<br />Phase 1: Awareness & Own Online.<br />Phase 2: Brand (Stand out/Differentiate)<br />Phase 3: Leadership.<br />“The Event”<br />

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Initial Strategy: Connect with the Hyper-Engaged<br />

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Activation…<br />Substance: Better Ideas, Better Calgary.<br />Build robust Platform.<br />Respect: Willing to engage all – anywhere, anytime - and discuss policy and ideas for Calgary.<br />Authenticity: Naheed represented himself.<br />Obstetrics? Oxytocin. Social Media = Real Interaction.<br />Builds TRUST.<br />

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Myth: This was easy.<br />False. Candidate & Team worked our asses off.<br />Used everything available…<br />Events, Debates, Coffee Parties.<br />Relationship building/Management.<br />Communications: Social Media/Web.<br />Public/Media Relations.<br />Technical: Statistics, Network theory, Game theory, Semiotics.<br />Voter Identification.<br />Rhythm of a Campaign… from awareness to election day.<br />

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Perspective – Gordon McDowell<br />The Nenshi campaign is described in the press as one that “employs social media” to market itself effectively. That is wrong. <br />The campaign uses the internet to get stuff done in the manner any start-up would. That which can be delegated is delegated. That which can be crowdsourced is crowdsourced. Communication channels are always open. Initiatives are taken. Results shared. Lessons learned. <br />I was (and am) surprised to see perpetual innovation and volunteer initiative. The team was all about getting stuff done.<br />

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Plotting for Growth: Platform Dynamics & Data<br />

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Myth: Higgins split the Right<br />FALSE.<br />Limited brand attributes.<br />Naheed had complex brand that granted leeway.<br />Support with limited commitment.<br />McIver never moved.<br />Associated with existing & former councillors.<br />Vital support: Hehr & Stewart.<br />

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Plotting for Growth: Platform Dynamics & Data<br />

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Data Intensive Approach. REALLY INTENSIVE.<br />Data = Measurement = Performance.<br />Everything was measured.<br />Social Media/Web Campaign Tracking.<br />Voter Identification.<br />Polling & Polling Analysis.<br />Sentiment Analysis (Blogs, Print/Electronic Media, Discussion boards).<br />Volunteer feedback.<br />Everything fed back into & refined strategy.<br />Core measurement: Return on Engagement.<br />

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Case Study: Measurement - 3 Pillars Video<br />Source: http://www.chaordix.com/blog/2010/10/13/crowdsourced-nenshi-video/#more-1637<br />

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Campaigns & Communications 2.0<br />Speed of Production & Transmission: Less than 1 minute.<br />Media expectations: On-demand Access.<br />Anywhere, Anytime, Any Channel.<br />Preparation: Contacts, Access, Willingness, Response Times and CONTENT.<br />Diversity – Vehicles & Population<br />But also… Candidate Advocates (3rd Party).<br />

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The Speed of the Web… September 28, 2010<br />

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The Speed of the Web… September 28, 2010<br />

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Turning Point: Nenshi vs. Hanson, Sept 23 2010?<br />Maybe, but cumulative effect… of lots of things.<br />Draft Nenshi for Mayor.<br />Better Ideas, Better Calgary.<br />The Summer Event Season.<br />3 Pillars Platform Video. (YouTube) <br />McIver/Higgins release platforms – taken apart in hours.<br />Skyscraper Page; Calgary Puck; Beyond.ca<br />iPhone App.<br />Text-based engagement.<br />Cut Red Tape event/site.<br />Podcast.<br />End of August: #yycvote effectively Nenshi channel.<br />Multiple languages – video, brochures & response.<br />Poll – 3rd place breaking out from pack.<br />Campaign Headquarters broken window.<br />Donor list (as associated influence on McIver/Higgins).<br />Transit to submit Nomination Papers.<br />

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Myth: Young persons’ candidate.<br />Facebook: Total – 729, 920. Mean Age 35 years. <br />18 to 29 years – 46%<br />30 to 39 years – 25%<br />40 to 49 years – 15%<br />50 to 59 years – 9%<br />60 years + - 5%<br />Active at any point – Approximately 300K<br />Excellent reach & frequency; ability to engage and converse.<br />Strategy: Parents who vote, have children who vote. If child likes Candidate, will consider.<br />

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The Event, Pride & Cool<br />“The Event” – Media Fracture, Shared Experience.<br />Pride: “I voted for Nenshi.”<br />Badge of honour.<br />Demand name goes on Donor List.<br />Cool never goes out of style.<br />“Purple Revolution.” (We were a fun bunch!)<br />Connected with Calgary to remind/realize factor.<br />54% turnout… voting was cool & wanted to be part of event.<br />

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DIY & Empowerment… Earned Advocacy<br />

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Bringing it All Together…Strategic Implications for Communications.<br />

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Key Insights…<br />Social media is primarily social… but as real as “in person.”<br />Core audience willing to engage – Segmentation!<br />A Data-Driven Process.<br />Approach #1: Strategy, Innovation, Rhythm & Refinement.<br />Necessary conditions: Authenticity, Culture, Substance & Respect.<br />Leverage network effects.<br />Opportunity to build loyalty & shape relationship.<br />“Horses for Courses.” Understand your mix depending on your business (e.g., medium, niche and frequency).<br /> Page 30<br />

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THANKS!Brian F. SinghZINC ResearchPhone: 403.861.9462brian@zincresearch.comwww.zincresearch.comTwitter: @BFSingh<br /> Page 31<br />