Delvinia Digital Diseases Presentation Smei

SMEI Social Media Roadshow

The Six Deadly Digital Diseases

Presentation by: Adam Froman

President & CEO

Delvinia Group of Companies

May 25, 2009

© 2009 Delvinia Interactive Corp. All rights reserved.

The

Six Deadly

Digital Diseases



Current_Twitter.flv

How many people here ARE usingTwitter

How many people here DON’T have an

FaceBook account

How many people here DON’T have a

PDA or Smartphone

How many of you are STILL USING a

camera with film

The

Digital

Customer

Twitter is the Fastest Growing Member

Community Destination in Feb 2009

Source: Nielsen Netview, 2009, U.S. Home and Work

Rank Site Feb 2008 Feb 2009 % Growth

1 Twitter.com 475,000 7,038,000 1,382%

2 Zimbio 809,000 2,752,000 240%

3 Facebook 20,043,000 65,704,000 228%

4 Multiply 821,000 2,394,000 192%

5 Wikia 1,381,000 3,758,000 172%

Facebook’s Growth has been Global

2-17 18-34 35-49 50-64 65+

Male 3.7 10.9 12.4 6.0 1.9

Female 3.6 11.9 11.7 7.6 1.3

0

2

4

6

8

10

12

14

Inc

rea

se

in

Un

iqu

e A

ud

ien

ce

(m

illi

on

s)

Source: Nielsen Online, Global Index, December 2007-2008

Social Networking sites Canadians visited in

the past month

Sample: Nationally representative sample size of 11,600

Source: AskingCanadians, Delvinia Insight Engine, Delvinia Analysis

Social Networking Sites Canadians most visit

most



How Canadians Share Information



Sharing with 10 or more friendsSharing with 1 to 2 friends

Why docompanies

need to care?

86%

14%

% of Canadians who PlannedOn Researching their Gifts Online in 2008

61%

39%

% of Canadians who PlannedOn Purchasing their Gifts Online in 2008

Yes

No

Yes

No

Source: AskingCanadians, Delvinia analysis

What Canadian online shoppers were

planning on doing for 2008 holidays

Which of the following do you find the most

annoying:

What Canadian online shoppers find the

most annoying

7%

9%

9%

15%

17%

43%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Multiple applications on the site that distract from the ability to shop

Continuous cross promotions

Lack of contact information for questions about products and services

Lack of relevant product information and customer reviews

Cluttered web pages that make the site difficult to navigate

Full page pop up ads promoting another product and service

Source: AskingCanadians, Delvinia Insight Engine, Delvinia analysis

PurchasingPrefered Purchase Method - Other Retail Items

64%

34%

2%

74%

23%

3%

75%

23%

2%

77%

20%

3%

70%

29%

2%

75%

22%

3%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

In person Online Over the phone

18 - 30 Males % 45 - 65 Males % 18 - 30 Females % 45 - 65 Females % 18 - 30 Total % 45 - 65 Total %

In-person is the channel of choice for both Boomers and NGen,

regardless of product category. The online channel is used least

when making Financial or Health & Wellness related purchases.

Source: AskingCanadians, Delvinia Insight Engine, Delvinia analysis

Information is spreading faster than ever

Conversations are happening

Hard to hide when making mistakes

Affects reputation and brand image

IT’S NOT GOING AWAY!!!!

Widget-itis

This is the compulsion to include the latest and

greatest widgets on a website.

Obsessive Content Disorder (OCD)

OCD is an irrational fear of removing old

content from a website.

Data-pox

This digital disease causes a healthy customer

immune system to be overwhelmed by

intruding tools, data and options that often

make the site's core purpose

convoluted, difficult and frustrating.

Ad-theria

Ad-theria is often caused when marketers feel

so strongly about advertising other products

and services – either their own or other

advertisers – at the expense of the customer’s

experience.

Mono-typosis

This is apparent when a customer experience

prohibits contact, connection or conversation

with a brand or company.

Navigation Deficiency Virus (NDS)

This disease forms when a company provides

so little ability to navigate based on the fact

there’s way too much content.

The

Prevention

5 Things to do to prevent digital diseases

#1 Understand your Customer

#2 Focus on the Experience

#3 Give People a Voice

#4

Communicate, Communicate, Co

mmunicate

#5 Test and Learn

UnderstandYour Customer

GMOOT

Approach

Review & Analyze

Customer Data

Validate

&

Dig Deeper

Indentify Key Segments

Canadian

Opera Company

Elsewhere

82%

COC.ca

18%

Source: COC customer file, Delvinia Insight Engine, Delvinia analysis

n=35,265

Only 20% of COC customers are currently transacting with

the COC via COC.ca.

Delvinia’s Insight Engine

Analysis,

Segmentation

Delvinia’s

INSIGHT

Engine

Attitudes & Opinions

Demographic Information

Purchase Information

Life StageInformation

Digital Behaviours

Over 3000 additional data variables of Canadians

profiled to the 6-digit postal code.

52.2%

45.1%

23.3%

35.3%

67.6%

56.2%

30.6%

42.1%

0% 20% 40% 60% 80%

Access Internet daily Monday to Friday

Access Internet daily Saturday and Sunday

ADSL/ DSL Internet Connection

Cable High Speed Internet Connection

TOTAL COC

TOTAL CAN


COC customers have faster internet connectivity

and are online more frequently than the average

Canadian.

COC customers are more engaged in specific online

behaviours than the average Canadian.

3.7%

4.3%

11.4%

11.0%

13.7%

17.2%

22.8%

24.5%

20.9%

35.0%

31.1%

33.4%

58.7%

6.3%

6.8%

11.6%

14.6%

16.6%

22.1%

25.6%

25.8%

32.2%

38.4%

42.4%

46.9%

71.1%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Download podcast for use on MP3

Watch TV broadcast via streaming video

Participate in Chat Groups

Listen to radio via streaming audio

Respond to online surveys/polls

Access news site

Download music/MP3 files

Play online games

Read online newspapers

Use instant messaging

Research products/services

Read current news

Search for specific info

TOTAL COC

TOTAL CAN


Delvinia Digital MOSAIC™

Delvinia Digital MOSAIC

is a segmentation of the Canadian population based on

people’s OWNERSHIP and USAGE

of technologies, in addition to their demographics

and life stage.

COC’s Digital SegmentsOwnership of Technology

So

cia

l U

sag

e o

f Te

ch

no

log

y

F

A

D

Q

KG

N

LEGEND

Key Customer

Secondary Customer

The majority are tech

savvy and use technology

for social purposes;

however the largest

segment uses technology

primarily to save time.


A: LOADED & OVERLOADED FAMILIES

• 20% of COC customers.

• Adults 45 – 59 years old.

• Married couples with teenagers.

• Income is 2-8 times higher than the

national average.

• Affluent but time-starved.

• Own every possible digital device.

• Comfortable with technology, but use it

primarily to save time and remain flexible

between work and home.

Key Customer Segments

• Technology provides flexibility

between home & work

• Equipment they would miss most:

PDA, laptop, PVR and home security

systems

• Plan to buy or upgrade: GPS, PVR

• Engage in the following online

activities: • Browse for information

• Make purchases - shop online for

books, clothing

• Research or make travel arrangements

• Trade stocks/bonds/mutual funds

• Subscribe to magazines

• Belong to many loyalty programsc



G: CITY CLICKERS

• 19% of COC customers.

• Adults 25 – 39 years old.

• Mix of singles & young families.

• Urban, university educated.

• Income 10% above national average

with higher disposable income.

• Up-and-coming professionals.

• Heavy users of technology for both

social and work purposes.

• They will pay more for items that save

them time.


• Show above-average social usage

of digital devices

• Technology provides flexibility

between home & work

• Equipment they would miss most:

electronic

organizer/PDA, laptop, MP3

Player/iPod

• They engage in the following online

activities daily:

• Social networking e.g. Facebook, LinkedIn

• Trade stocks/bonds/mutual funds

• View videos (YouTube, news sites)

• Shop online for books and music

G: CITY CLICKERS


Focuson the

Experience



“Make it easier to determine how

many seats are left for a

performance, where they are located, and what they cost.”

“I like the email pushes. It saves

time to get useful

info/reminders, etc. delivered

direct to your desktop.”

G: CITY CLICKERS


“Better navigation, less hoo-ha

Java whirly things, more

CONTENT!”

“I would like to see more stories

on performers, costume and set

design ... part of the supporting

framework for actual performances.”

GivingPeople a Voice

Communicate

Communicate

Communicate

The

Co

nv

ers

atio

n P

rism

Source:http://www.briansolis.com/2008/08/introducing-conversation-prism.html

Testand Learn

DON’T BE afraid to fail!

EMPOWER your people to be innovative

DEMONSTRATE return on investment

DON’T WORRY about technology

MEASURE, Measure, Measure

INVEST in R&D

www.delvinia.com/insight

Delvinia Insights: Boomers versus NGenreleased: March 25, 2009

Adam FromanPresident & CEO

The Delvinia Group of Companies

Tel: 416.364.1455 x222

Email: [email protected]

Our Website: delvinia.com

Our Blog: delvinia.com/diseases

Follow me on Twitter: @adamfroman

linkedin.com/in/adamfroman

Business

Delvinia Digital Diseases Presentation Smei