November

2010

Mike Froggatt mfroggatt@emarketer.com

Canada Social Media Marketing

Executive Summary: Canada boasts some of the highest internet penetration and social networking usage rates in the world. Social network users view social media as their online homea hub for communication, entertainment and information.
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Social Network Users in Canada, 2008-2014 millions and % of internet users

16.1 (62%) 16.9 (64%) 17.7 (66%) 18.4 (68%)

Canadians readily adopt social network activities, often at rates higher than users in the US, but gaining the trust of users on a social network is a brand managers biggest obstacle. As Canadian users have grown more familiar with social media, they have also become more accepting of advertising in the space. Incorporating strategies that involve social media into the everyday habits of users can drive engagement, benefiting both the brand and social network. Key Questions
How many people in Canada use social media? What are the demographics of social media users in Canada?

11.4 (46%)

13.6 (54%)

15.1 (59%)

2008

2009

2010

2011

2012

2013

2014

How much time are Canadians spending with social media? How do users interact with brands on social media? What are best practices for social media marketing?

Note: social network sites include sites where social networking is the primary activity (e.g., Facebook, MySpace, LinkedIn), social network sites linked to portals such as Google and niche social network sites devoted to a specic hobby or interest Source: eMarketer, Oct 2010
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The eMarketer View Canada Internet User and Online Ad Refresher Social Media Usage Engaging Consumers with Social Media Looking Ahead Conclusions Endnotes Related Information and Links

2 2 3 6 9 9 10 11

Digital Intelligence

Copyright 2010 eMarketer, Inc. All rights reserved.

The eMarketer View

Key eMarketer Numbers: Canada Social Media
27.1 million 18.4 million 68% $3.69 billion Internet users in 2014, up from 25.7 million in 2010 Social network users in 2014, up from 15.1 million in 2010 Social network users % of internet users in 2014, up from 59% in 2010 Online ad spending* in 2014, up from $2.11 billion in 2010

Canada Internet User and Online Ad Refresher

Internet usage in Canada has reached a saturation point. eMarketer estimates that 25.7 million people will go online at least once a month in 2010, for a total penetration of 75.9%. Growth will remain gradual and there will be 27.1 million users and 77.9% penetration by 2014.
Internet Users and Penetration in Canada, 2008-2014 millions and % of population
24.7 (74.5%) 25.2 (75.2%) 25.7 (75.9%) 26.0 (76.5%) 26.4 (77.0%) 27.1 26.8 (77.5%) (77.9%)

Note: *in Canadian dollars Source: eMarketer, Nov 2010

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Canada boasts one of the most mature online markets in the world. Canadian internet users in 2010 will total 25.7 million and by 2014 rise to 27.1 million, nearly 78% of the total population. Online ad spending in 2010 will reach CAD2.11 billion ($1.85 billion) and by 2014 will increase to CAD3.69 billion ($3.24 billion), more than 27% of total media spending. A majority of internet users in Canada are on social networks. In 2010, eMarketer estimated that 59% of internet users used a social network at least once a month, a figure set to rise to 68% by 2014. These include users on primary social networks like Facebook, MySpace and LinkedIn as well as portal-linked social networks and niche sites for specific interest groups. Social network users are beginning to expect and appreciate targeted ads, but brands have to tread carefully. According to a survey by Trendstream, 32% of internet users agreed that targeted advertising improved their opinion of a brand. While Vision Critical found that 77% of internet users were concerned with privacy on social networks, advertiser awareness and regulation changes will help to address concerns. Facebook, for example, promised to implement enhanced privacy protections after concerns were raised by Canadas privacy commissioner. Social media marketing is an essential tool for online brand managers. As internet users increase the time they spend on social networks, social media accounts for an increasing share of ad impressions. Prices remain low because of abundant inventory, but increasing budgets and competition for inventory will drive prices up in the future. As a result, now is the time for brand managers to test new social media campaigns on users.

2008

2009

2010

2011

2012

2013

2014

Note: an internet user is a person of any age who uses the internet from any location at least once per month Source: eMarketer, Oct 2010
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By comparison, internet penetration in the US was 71.2% in 2010.

Canada Social Media Marketing

Online advertising in Canada has grown at double-digit rates, rising 13.7% in 2009. That growth will continue through 2014.
Online Ad Spending in Canada, 2008-2014 billions of Canadian dollars and % change
3.27 (12.5%) 3.69 (12.9%)

Social Media Usage

A majority of internet users in Canada have already taken to social networks. eMarketer estimates that 59% of all Canadian internet users and 44.8% of the total Canadian population are on social networks in 2010. More than half of the total population, 53%, is expected to be active on social networks by 2014.
Social Network Users in Canada, 2008-2014 millions and % of internet users

1.60

2.11 (16.0%) 1.82 (13.7%)

2.43 (14.8%)

2.91 (19.8%)

2008 2009 2010 2011 2012 2013 2014 Note: includes paid search, display, classied/directories, email and online video. 2009 gures include ads within video games; converted at average 2009 exchange rate (US$1=1.14 Canadian dollars) Source: eMarketer, Sep 2010
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11.4 (46%)

13.6 (54%)

15.1 (59%)

16.1 (62%)

16.9 (64%)

17.7 (66%)

18.4 (68%)

For additional information on this chart, see the Endnotes section.

Total online ad spending is expected to more than double from CAD1.82 billion ($1.60 billion) in 2009 to CAD3.69 billion ($3.24 billion) in 2014, a compound annual growth rate of 15.2%. By comparison, online ad spending CAGR during the same period in the US will be lower at 9.8%.
For more information on internet usage and online marketing in Canada, see eMarketers October 2010 report Canada Advertising and the Online Consumer.
2008 2009 2010 2011 2012 2013 2014 Note: social network sites include sites where social networking is the primary activity (e.g., Facebook, MySpace, LinkedIn), social network sites linked to portals such as Google and niche social network sites devoted to a specic hobby or interest Source: eMarketer, Oct 2010
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The number of people visiting social networks at least once a month is 15.1 million in 2010, rising to 18.4 million in 2014. An Ipsos Reid survey of Canadians showed that 55% of online adults ages 18 and older had a social network profile. Similarly, comScore Media Metrix found 52.4% of internet users had visited a social network daily in September 2010.
Comparative Estimates: Social Network Users in Canada, 2010 % of internet users
% of internet users eMarketer, Oct 2010 Ipsos Reid, June 2010 comScore Media Metrix*, Oct 2010 Trendstream & Lightspeed Research, June 2010 Vision Critical, Sep 2010 59.0% 55.0% 52.4% 49.0% 45.0% Age All ages 18+ 2+ 16-64 18+ Usage Use at least once per month Have a prole Daily visitors Managed prole in the past month Daily users

Note: *eMarketer calculations Source: eMarketer, Oct 2010; various, as noted, 2010
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For additional information on this chart, see the Endnotes section.

Canada Social Media Marketing

Trendstream and Vision Critical reported 49% and 45%, respectively, of internet users surveyed were on social networks. comScore estimated monthly visitors to social networking websites had a penetration rate of 95%. comScores panel data measures anyone who visits a social network domain, not necessarily actual users of the site, which is why eMarketer included daily visitors in its comparative estimate instead of the monthly figures. As in the US, Facebook stands head and shoulders above other social networking sites in Canada.
Usage Metrics for the Top 10* Social Media Sites in Canada, Sep 2010
Unique visitors (thousands) 1. Facebook 20,601 Average Average daily visitors usage days (thousands) per visitor 9,639 14.0 2.4 3.2 2.5 1.9 2.6 2.0 2.5 2.3 1.5 Average minutes per visitor 339.8 4.9 22.2 15.4 11.2 24.8 4.1 20.8 2.2 3.8 319.0 2,175.6 Average pages per visitor 645 11 30 32 23 41 9 43 5 7 611 3,091

Social Media Demographics Social media usage is increasing among every demographic group in Canada, but younger users are still more likely to be active on social networks. Trendstreams Global Web Index Wave 2 estimated that 64% of users ages 16 to 34 managed a social network profile. Usage dropped to 41% among users 35 to 54 and 29% for users 55 and older. In 2009, comScore reported that 29% of social network visitors were 18- to 34-year-olds and 44.7% were adults ages 35 to 64. Social network users were evenly split by gender.
Demographic Prole of Social Network Users in Canada, 2009 % of total
65+ 5.2%

2. Windows Live Prole 543 6,652 3. Twitter 3,268 4. LinkedIn 2,530 5. MySpace 1,890 6. DeviantART 1,107 7. Yahoo! Pulse 992 8. Skyrock 835 9. Digg 719 10. Classmates.com 546 344 208 123 97 67 68 54 27

2-17 21.1% Female 50.4% Male 49.6% 35-64 44.7% 18-24 11.0% 25-34 18.0%

Gender

Age

100K+ 22.7% 75K-100K 19.1% <60K 45.3%

Total social networking category 15.5 12,220 23,651 Total internet audience in Canada 28.1 23,323 24,905

60K-75K 12.9%

Income (CAD)

Note: ages 2+; home and work locations; excludes trafc from public computers (i.e., internet cafes) and access from mobile phones and PDAs Source: comScore Media Metrix, provided to eMarketer, Oct 27, 2010
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Note: numbers may not add up to 100% due to rounding; monthly unique visitors to all social sites Source: comScore Media Metrix, "Canada Data," 2009; provided to eMarketer by Starcom MediaVest Group, June 1, 2010
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According to comScore data, Facebook dominated the social network market in Canada with 9.6 million average daily users in September 2010. Windows Live Profile, the No. 2 site, registered only 543,000 average daily users in the same month. Hitwise found that Facebook had more than a 65% share of traffic to social media sites during the week of Oct. 23, 2010. The next highest site was YouTube with a 20% share. No other site in the social media category broke the 1% share mark. Social networks, especially Facebook, are here to stay in Canada. To increase the exposure of their brands, marketers must take advantage of the impact that social networking has had on internet use in Canada.

A majority of social network visitors make up the lowerincome brackets in Canada because of the high percentage of younger users. However, comScore identified 22.7% of visitors with an income of CAD100,000 or more per year. According to CheckFacebook.com, Facebook users were a bit younger than comScore reported for the overall social networking category. As of November 2010, users 24 and younger made up 37.5% of Facebook users in Canada, while users 25 to 34 followed at 25.4%.

Canada Social Media Marketing

Social networks users often provide demographic data while signing up, offering a wealth of information not available anywhere else. In most cases, networks offer tools to help marketers target ads based on that data. Effective targeting can often make the difference when it comes to consumers relating toand ultimately purchasingproducts or services featured in ads. Time Spent on Social Networks comScore found that the average user spent 5.3 hours on social networking sites during September 2010. Facebook usage came in slightly higher, averaging 5.6 hours per user. According to its report, The 2009 Canada Digital Year in Review, internet users in Canada led the world with an average of 40 social networking site visits per month. Engaging this captive audience should be high on the list of any online marketers plan in Canada. An Accenture survey showed that from 2008 to 2009, employed millennial internet users (ages 18 to 27) spent more time on social networking websites than comScores September 2010 data indicated, at 2 hours per week, a little over 8 hours per month.
Time Spent Using Social Media Tools per Week by Millennial* Internet Users in Canada, 2008-2009 hours
Social network sites 0.4 0.2 Virtual communities 2.0

Facebook Users* in Canada, by Age & Gender, Nov 2009 % of respondents

Gender Female Male Age 18-34 35-54 55+ Total Note: *used for 1+ hours yesterday Source: Bensimon Byrne, "Consumerology Report: Technology and Canadian Consumers" conducted by The Gandalf Group, Jan 1, 2010
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16% 13% 24% 13% 7% 15%

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Ipsos Reid reported that Facebook users sent an average of 15.7 messages a week, and 13% sent more than 25.
Average Number of Emails/Messages Sent Weekly via Twitter or Facebook in Canada, Q1 2010 % of internet users
0 4% 17% 1 9% 15% 2 14% 14% 3 13% 11% 4-5 21% 12% 6-10 15% 8% 11-25 13% 7% 25+ 13% 15% Facebook Twitter

Blogging or Twitter

Note: *ages 18-27, employed Source: Accenture, "Jumping the Boundaries of Corporate IT: Accenture Global Research on Millennials' Use of Technology," Feb 10, 2010
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Adding in time spent on virtual communities, blogs and microblogs like Twitter, Acccenture found that millennials in Canada spent 2.6 hours per week, or more than 10 hours per month, on social media. In its Consumerology Report: Technology and Canadian Consumers, Bensimon Byrne reported that 24% of Facebook users ages 18 to 34 spend at least 1 hour daily on the site, compared with only 15% of all users.

Note: numbers may not add up to 100% due to rounding; average number of messages sent on Facebook=15.7 and Twitter=11.5 Source: Ipsos Reid, "Ipsos Interactive Reid Report" as cited in press release, June 29, 2010
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Ipsos Reids sample of Twitter users was smaller and less active than its sample of Facebook users, but frequent tweeters carried the laggards. Considering that 78% of Twitter users tweeted 10 or fewer times weekly, the 15% that did tweet frequently boosted the average to 11.5 tweets a week.

Canada Social Media Marketing

The viral aspect of social networks cannot be ignored. Frequent users of social networks, the 13% of Facebook and 15% of Twitter users who sent over 25 messages per week, can be powerful amplifiers of a marketers message. However, direct communication with users requires serious investment, whether it is a dedicated social media manager or even an entire team. There is no question that marketers should engage these highfrequency users on social networks in order to increase their exposure online. But advertising is about more than exposure, and marketers should also use social media as a communication channel to engage and build trust with their customers.

Engaging Consumers with Social Media

Marketers find social networks attractive for several reasons, but the bottom line is that word-of-mouth between family and friends is continuously ranked among the highest influencers of product purchases.
Social networks by design provide a platform for two-way communication between brands and consumers.

We arent approaching social media as a platform to advertise.We are currently using social media as an open communications forumto listen to and address Canadians expectations of us. Mark Nicholson, head of online
experience at ING Direct, in an interview with Facebook Insight, October 2009
While social media marketing can be difficult and timeconsuming, the rewards are high. Social media marketing that earns its way into the conversation between family and friends can be powerfulfamily and friends deliver much higher levels of trust than any media, Vision Critical, a marketing research firm based in Canada, said in Online Social Networks: Trust Not Included. Marketers should make establishing trust a priority in any campaign undertaken with social media. In addition, social media enables brands to track how customers pass directed messages and targeted advertisements on to friends and family in real time. No other advertising allows marketers to observe this effect, which increases the value and importance of social media advertising among a marketers repertoire of options.

Canada Social Media Marketing

In its report covering Canada, the UK and the US, Vision Critical found that gaining consumer trust through online social networks cannot be taken for granted. In Canada, only 10% of consumers trusted social networks and 4% trusted forums, blogs, reviews and chat rooms.
Consumers in Canada Who Trust Select Media, by Age, March 2010 % of respondents
18-34 35-54 55+ Total Broadcast radio Print newspapers Online news TV Print magazines Online social networks Online forums, blogs, reviews or chat rooms 45% 47% 34% 28% 32% 11% 5% 56% 49% 50% 48% 38% 45% 43% 34% 38% 40% 41% 37% 33% 22% 29% 12% 6% 10% 4% 2% 4%

Social Media Marketing that Improves Their Opinions of Brands According to Internet Users in Canada, Jan 2010 % of respondents
Becoming your friend in a social network 38% Using targeted advertising 32% Creating groups in social networks 21% Sponsoring music downloads 21% Sponsoring blogs 19% Talking to bloggers directly 17% Building a community where consumers and brands interact 16% Creating branded online videos 16% Creating company blogs 12% Listening to people's comments 12% Building a social network page 11% Contacting me when I tweet about them 4% Source: Trendstream and Lightspeed Research, "Global Web Index Wave 2" as cited in company blog, July 6, 2010
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Note: respondents who say the medium is "completely" or "very trustworthy" Source: Vision Critical, "Online Social Networks: Trust Not Included," Sep 15, 2010
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The good news is that the 18- to 34-year-olds were slightly more likely to trust social media sources: 11% trusted social networks and 5% trusted forums, blogs, reviews or chat rooms. Trendstream, in its ongoing Global Web Index Wave 2 report, surveyed users about options available for marketers trying to improve user opinions of their brand on social media. Respondents said that friending a brand, using targeted advertising, creating groups and sponsoring relevant music and blogs were the most likely tactics that would improve their opinion of a brand.

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While friending users is the top-ranked option, Mashable, a social- and digital-media-focused news blog, advises marketers not to blast users with friend requests without permission. Evidence shows that including users friends who liked a brand or ad in the newsfeed and under display ads increased the likelihood of users engaging the brand on Facebook.

Canada Social Media Marketing

Engagement increases as users become more familiar with social networks as a whole. Vision Critical reported that 54% of users who visited social networks daily thought that online social networks were good places for brands to advertise to consumers, compared with 43% of total consumers. Another 35% of daily social network users said they enjoyed brand information that was pushed to them through their network.
Attitude Toward Brand/Product Info on Social Media According to Daily Social Media Users vs. Total Consumers in Canada, March 2010 % of respondents
Online social networks are good places for brands/products to advertise to consumers 54% 43% I enjoy learning about brands/products via online social networks 35% 25% I am able to make more informed purchase decisions because of online social networks 24% 19% I have purchased a product because of something I saw on an online social network 19% 13% Visit social networks daily Total consumers

Like a brand. The possibilities are essentially limitless as long as the creative element is there to connect with their targets. Mashable also recommends taking advantage of new features on Facebook:
Groups,

for building potential online reviews, events and live chats with customers. Questions, for posing questions to users who have Liked a brand. Places, specifically for brands that can use Facebook in physical locations. Many brands in Canada have already implemented campaigns on Facebook with great success. Telus, one of Canadas largest mobile providers, successfully tied together cause marketing with social media. In September 2010, Telus pledged to donate $200,000 to the Go Pink campaign to help local health organizations purchase digital mammography equipment if they achieved 500,000 Facebook Likes. By November 2010, Telus had more than 502,000 Likes of its Facebook page. Telus combined the power of a compelling cause and social networking to gain measurable value from brand recognition on Facebook. Another example comes from Molson Canadian, which extended its Made From Canada promotion with the Seize the Summer campaign in June 2010. Customers were driven to the brewerys Facebook page through TV, online ads and promotional product inserts. Conceived by agency CP+B Canada, the campaign implemented a Facebook application that awarded users with badges for activities. Facebook users could receive a Super Awesomeness Badge by completing specific tasks. In order to receive the badges on their page, users had to verify completion of tasks using a photo, friend confirmation or GPS tagging. Often the badges included Canada-specific elements of humor or adventure that would appeal to the targeted demographic of young beer drinkers. Two examples that exemplify the creative were Cooked meat over fire and Saw a whale badges. Its really an opportunity to put our consumer at the center of our campaign. John Francis, brand manager at Molson Canadian, as quoted in Marketing Magazine, July 19, 2010 Completing a specific task entered users into weekly contests for prizes like trips to Canadian Football League games and music festivals. At the beginning of the campaign, Molson Canadian had nearly 370,000 Facebook Likes. According to Marketing Magazine, by July 2010, they reached 404,000 and by November were over 437,000.

Note: n=1,011 ages 18+ Source: Vision Critical, "Online Social Networks: Trust Not Included," Sep 15, 2010
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Across the board, daily social network users were more receptive to brands on social networks. The high degree of engagement positively affects customers views of brands on the sites. This can be harnessed to increase a brands presence online and ultimately increase sales. Brand marketing campaigns that engage their customers and encourage daily use are going to be more successful with their social media efforts. Social media marketing efforts that increase the frequency of user interaction are doubly effective: Users become more familiar with social media and brands at the same time.
Spotlight: Facebook Best Practices Facebook is the dominant social network in Canada. Marketers have several options to engage their targets on the social network through its many features. The March 2010 ICOM report The Influencer: A Consumer Voice with Legs found that 56% of internet users in Canada had a Facebook account. However, just 12% of internet users read about brands on Facebook and 6% added content to a brands Facebook page. Mashable recommends integrating Like buttons into a brands website and email campaigns. Brands can even go as far as sponsorships or running contests for users that
Canada Social Media Marketing

Looking Ahead
Social media advertising is here to stay. Econsultancy, in its Social Media and Online PR Report 2010, found that 73% of companies surveyed worldwide increased budget allocation for social media in 2010. Only 3% decreased the amount. Another 83% of companies expected to increase spending in 2011.
eMarketer estimated display spending at CAD698 million ($612 million) in 2010, a figure that will rise to over CAD1 billion by 2014. According to the 2009 Canada Digital Year in Review report from comScore, conversational media accounted for nearly 25% of all display media impressions for the entire year. Fortunately for thrifty marketers, social media impressions remain relatively cheap and total share of impressions will not equal the share of spending any time in the near future. But conversational medias share of display impressions will grow with the increase in users and time spent. As social network penetration reaches saturation, inventory may become limited, causing prices to rise. For now, figures for social network users far outpace that of spending and prices will remain depressed. The time to test new creative and social media marketing in Canada is now, while the cost is not prohibitive. However, keep in mind that creative, compelling content remains essential. Mitch Joel, frequent blogger and founder of Twist Image, a media and marketing firm based in Canada, highlights the most important asset of social media, the ability to tell stories that connect with your customers. The big idea here, said Joel, is that if your brand is compelling enough and if the prize is worthy enoughcustomers are not only willing to create compelling (and branded) content, but theyre also willing to tell and share their stories with anybody and everybody theyre connected to.

Conclusions
Social networks are where to find the users. Canada has some of the highest internet penetration and saturation of social networking usage in the world. Across all demographics, social media acts as consumers online home and a place where they go for communication, entertainment and information. In addition, all of the user contributed data can be targeted through tools provided by social networks, like Facebook Ad, creating an indispensable tool for any marketers mix. Trust is essential for word-of-mouth. Gaining the trust of social network users is a brands biggest obstacle. Once trust is gained, users can spread brand campaigns instantly to their entire online networks. But brands have to be careful not to overstep users trust; a full 77% of internet users surveyed by Vision Critical listed privacy as a major concern. Daily users are more engaged with brands. As users become more accustomed to visiting social networks daily, they also become more accepting of brands there. Savvy marketers should use social networks to integrate brands into the daily online lives of customers and increase overall exposure and word-of-mouth, leading to more interaction and sales. Abundant ad inventory is keeping prices low. Display ads on social networks are inexpensive, but the return on investment from creating compelling content, engaging in communication with customers and telling relevant stories can lead to measureable results. While prices are low, now is the time for marketers to experiment and find the right mix of display, sponsorships and cause marketing to implement on social media.

Canada Social Media Marketing

Endnotes
Endnote numbers correspond to the unique six-digit identifier in the lower left corner of each chart. The charts from the report are repeated before their respective endnotes.
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Online Ad Spending in Canada, 2008-2014 billions of Canadian dollars and % change
3.27 (12.5%) 3.69 (12.9%)

1.60

1.82 (13.7%)

2.11 (16.0%)

2.43 (14.8%)

2.91 (19.8%)

2008 2009 2010 2011 2012 2013 2014 Note: includes paid search, display, classied/directories, email and online video. 2009 gures include ads within video games; converted at average 2009 exchange rate (US$1=1.14 Canadian dollars) Source: eMarketer, Sep 2010
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Extended Note: eMarketer benchmarks its Canada online advertising projections against IAB Canada data, for which the last full year measured was 2009. 121241
Comparative Estimates: Social Network Users in Canada, 2010 % of internet users
% of internet users eMarketer, Oct 2010 Ipsos Reid, June 2010 comScore Media Metrix*, Oct 2010 Trendstream & Lightspeed Research, June 2010 Vision Critical, Sep 2010 59.0% 55.0% 52.4% 49.0% 45.0% Age All ages 18+ 2+ 16-64 18+ Usage Use at least once per month Have a prole Daily visitors Managed prole in the past month Daily users

Note: *eMarketer calculations Source: eMarketer, Oct 2010; various, as noted, 2010
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Citation: comScore Media Metrix, provided to eMarketer, Oct 27, 2010; Ipsos Reid, The Canadian Inter@ctive Reid Report: 2010 Fact Guide, June 29, 2010; Trendstream and Lightspeed Research, The Global Web Index Wave 2, July 6, 2010; Vision Critical, Online Social Networks: Trust Not Included, Sep 15, 2010
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Related Information and Links

comScore http://www.comscore.com ICOM, a division of Epsilon Targeting http://www.epsilon.com Ipsos Reid http://www.ipsos-na.com Trendstream http://www.trendstream.net Vision Critical http://www.visioncritical.com Contact eMarketer, Inc. 75 Broad Street Floor 31 New York, NY 10004

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