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.
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
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
Sample: Nationally representative sample size of 9,700
Source: AskingCanadians, Delvinia Insight Engine, Delvinia Analysis
How Canadians Share Information
Sample: Nationally representative sample size of 11,600
Source: AskingCanadians, Delvinia Insight Engine, Delvinia Analysis
Sharing with 10 or more friendsSharing with 1 to 2 friends
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!!!!
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.
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
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
Source: COC customer file, Delvinia Insight Engine, Delvinia analysis
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
Source: COC customer file, Delvinia Insight Engine, Delvinia analysis
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.
Source: COC customer file, Delvinia Insight Engine, Delvinia analysis
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
A: LOADED & OVERLOADED FAMILIES
Key Customer Segments
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.
Key Customer Segments
• 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
Key Customer Segments
A: LOADED & OVERLOADED FAMILIES
Key Customer Segments
“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
Key Customer Segments
“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.”
The
Co
nv
ers
atio
n P
rism
Source:http://www.briansolis.com/2008/08/introducing-conversation-prism.html
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
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