Presentation from AIM2012 Interactive Marketing conference. Data on social media use in Atlantic Canada and strategy recommendations. From the first firm to ever analyse social media use in Atlantic Canada since 2008.

1. twitter
@webconomist
@mediabadger
digital
market
intelligence
Atlantic Canada

2. @webconomist
@mediabadger
who are we?

4. the internet has become
today’s haystack.
our job is to find the
needle.

5. reality check

6. 3 OUT OF 4 ATLANTIC CANADIANS USE SOCIAL MEDIA

11. 87% of service-based businesses in Atlantic Canada
have NO social media presence - this is not 1997 anymore!

15. gettin local //

16. overall social media use by province
n = 3,000 as representative sample

17. multiculturalism is alive and well in Atlantic Canada!

18. % of people with active profiles on platforms
67% 73%
21% 14%
80% 75%
32% 21%
41% 76%

19. 60+
3%
50-59
7%
18-29
40-49 Smartphone 31%
19% engagement
by age group
30-39
41%
n= 2,500 | % of Atlantic Canadians engaging in social
media through smartphones in 2011

20. they are the 2%

21. marketers and government...are you paying attention yet?
17% 20%
topics that got us
11% talking
17%
12%
5% 11%
7%

22. business and social media
blogging
engagement compared

23. government engagement
provincial governments
municipal governments

24. channels trends | ranked

25. stop thinking kids only!!

26. silver surfers

27. emerging platforms for 2012-13
Mostly female Mostly male Mostly male
images social currency technology
mobile Mostly 14-25 Mostly 24-45
& video/images all content
tablets mostly female
low education
mostly male
higher education

28. music Hyper-Local
Niche
Networks
in-network
apps video activism
trends 2012

30. content sharing

31. strategy //

32. reach : youth

33. content preferences style
video edgy
images youth
non-traditional
140 characters or less sharable
channels

34. reach : men

35. content preferences style
video humour
images hobby related
200 words or less discussable
channels
niche networks

36. reach : women

37. content preferences style
video grounded
images hobby related
400 words or less discussable
sharable
channels
niche networks

38. conclusions //

39. ✓ every demographic is engaged
✓ do your research first and often
✓ monitoring tools miss a lot
✓ monitoring tools don’t give trends
✓ set measurable goals
✓ Gender & Age Group Content Preferences
✓ Small Communities matter more now
✓ Stop being boring
✓ Show your difference

41. thanks!
mediabadger.com
info@mediabadger.com