SOCIAL MEDIA, RESEARCH & COMMUNICATIONS

Elections 2.0Part 1: Insights from the Nenshi Campaign

Part 2: Implications for 2011 Federal Election

Presented by Brian F. Singh, ZINC Research

Market Research & Intelligence AssociationApril 7, 2011

Canadian Social Media Segments 2010 Based on Online Population: 84.3% (2008)

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Non-Users10%

Online/Real Time9%

(Heavy Users)Suits & Strategy

7%(Business Users)

Chat, Chill, Connect16%

(Socializers)

Facebook Friends27%

(Friends & Family Circles)

Samplers & Lurkers32%

(Casual Users)

Segments September 2009 October 2010 Change

Non-Users 22% 10% - 12

Casual Users 29% 32% + 3

Friends & Family Circles 24% 27% +3

Socializers 14% 16% +2

Business Users 5% 7% +2

Heavy Users 6% 9% +3

Canadian Social Media SegmentsBased on Online Population: 2009 versus 2010

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34.3

38.8

42.5

44.9

51.2

56.2

46.0

Mean Age of Social Media Users (Adults)

Total (n=1200)

Non-Users (n=119)

Casual Users (n=379)

Friends & Family (n=323)

Business Users(n=89)

Heavy Users (n=102)

Socializers (n=187)

Canadian Social Media Segments – 4 of Interest

Characteristics Heavy Users(9% of market)

Business Users(7% of market)

Socializers(16% of market)

Friends & Family Circles

(27% of market)

Gender(Higher incidence)

Male Male Female Female

Marital Status(Highest incidence)

Single Married Split: Married/ Single Married

Education(Highest incidence)

University+ University/ Post Grad HS/College College

Place of Birth Immigrant skew Highest share of Immigrants Standard Standard

Social Media Platforms All / Twitter Most Popular/

100% LinkedInFacebook &

Windows LivePrimarily Facebook

Mean time online 23 hours 10 hours 21 hours 9 hours

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Mean Number of Friends per Social Networking Site

Sites Total(n=1025)

Heavy Users(10% of market)

Business Users(8% of

market)

Socializers(18% of market)

Friends & Family Circles(31% of market)

Casual Users(33% of market)

Facebook (n=1025) 137 280 185 212 112 67

MySpace (n=150) 56 86 14 48 12 12

Windows Live/MSN Spaces (n=480)

37 52 32 59 9 13

Twitter (n=198) 43 74 14 9 13 9

LinkedIn (n=178) 35 23 57 4 8 9

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“How many people do you have in each of the social networking sites you are a member of?

Voting Intentions (October 2010)

Decided Vote Total(n=740)

Heavy Users(11%

voter/9% incidence)

Business Users

(8% voter/7% incidence)

Socializers(15%

voter/16% incidence)

Friends & Family Circles

(26% voter/27% incidence)

Casual Users(31%

voter/32% incidence)

Non-Users(11%

voter/10% incidence)

Conservative Party of Canada 40 30 45 34 44 41 43

Liberal Party of Canada 26 31 28 29 23 26 24

New Democratic Party 18 21 13 16 19 18 22

Green Party of Canada 9 12 10 15 9 8 6

Bloc Quebecois 4 3 4 5 3 6 5

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Elections 2.0 = Government 2.0

Government 2.0…

The integration of new-generation digital media technologies into government structure and operations.

The expectation of more transparency & accountability.

The Challenge of Brand

Traditional versus Upstart (DNA)Local versus National

The battle online is asimportant as in person and

the traditional media.

Social Media is THE Media…

But not the only media.

Elections 2.0 is a more data-driven (and data intensive) process.

The Data Literacy Pentagon

Engagement/Voter Identification

Social MediaMonitoring/

Analytics CAMPAIGN STRATEGY

Traditional MediaMonitoring

Web Analytics

Polling & RidingIntelligence

Does Polling Still Matter?

Conversion & Performance Benchmarks.

Gamification & Predictive Markets.

What is willing to be shared, can be used against you.

Organized Chaos trumpsCommand & Control.

Get Involved. Think different.Evolve skill set.

Co-creation. Crowdsource.E.g., OpenData movement.

THANKS!

Brian F. SinghZINC Research

Phone: 403.861.9462brian@zincresearch.comwww.zincresearch.comTwitter: @BFSingh