Presentation gave by Guillaume Bouchard, NVI at SES Toronto 2008

1. INTERACTIVE STRATEGY - 55 AV. MONT-ROYAL W., SUITE 999, MONTREAL (QC) H2T 2S6 T 514.524.7149 NVISOLUTIONS.COM QUEBEC SEARCH ENGINE LANDSCAPE

2. AGENDA > QUEBEC DEMOGRAPHICS > QUEBEC FRENCH AUDIENCE > GOOGLE.CA > SYMPATICO.MSN.CA > QC.YAHOO.COM > TOILE DU QUÉBEC / CANOEKLIX > NETWORLDMEDIA > PAGESJAUNES.CA > QUEBEC MARKET DISTRIBUTION > QUEBEC AND SOCIAL MEDIA > HOW TO MARKET PROPERLY IN QUEBEC INTERACTIVE STRATEGY – NVISOLUTIONS.COM

3. QUEBEC DEMOGRAPHICS > 80% of Quebec Internet users are online every day > 55% (+15%) made purchases online over the past semester. > Numbers would be higher if debit payment was widely accepted > Quebec users trust their banks, not 3rd party websites! > 4 million active users > 70% French / 30% English > Montreal is a bilingual market: 60% French, 40% English > Any other city or region besides Montreal = 90% + French INTERACTIVE STRATEGY – NVISOLUTIONS.COM

4. QUEBEC FRENCH AUDIENCE > Quebec Search landscape is more experienced than France: ~ 8% searches are 1 keyword vs ~30% in France ~45% searches are 2 keywords vs ~22% in France ~35% searches are 3 keywords vs ~29% in France ~12% searches are 4+ keywords ~12% users are not satisfied by the search results displayed Data is gathered and normalized from multiple sources, including: ComScore Networks, personal experiences with hundreds of clients statistics, specific publications in Quebec, including a recent one from Skooiz « Comment les québécois cherchent-ils sur le web », and great discussions with peers on the French markets in Quebec and France. INTERACTIVE STRATEGY – NVISOLUTIONS.COM

5. GOOGLE > Educated guess monthly searches: ~79% with 125–150 million searches INTERACTIVE STRATEGY – NVISOLUTIONS.COM Major Strengths Major Weaknesses Quebec and France sites are well divided More likely to get spammed Easiest to setup / most traffic Content network quality is below average Best ratio between time spent / ROI Confusion of Google.ca and Google.com in English

6. SYMPATICO.MSN.CA > Our estimate on monthly searches: ~8-10% with 10–12 million searches INTERACTIVE STRATEGY – NVISOLUTIONS.COM Major Strengths Major Weaknesses Traffic quality Relevance is sometimes inaccurate Not a lot of advertisers (lower CPC!) Time consuming platform and not a lot of traffic Partnership with Sympatico helps (future of it with Teachers?) Considered more as an information portal than a search engine

7. QC.YAHOO.COM > Our estimate on monthly searches: ~4-5% with 6-8 million searches INTERACTIVE STRATEGY – NVISOLUTIONS.COM STRENGTHS WEAKNESSES Best traffic quality / ROI Small (for some verticals?) French content network Great Quebec French portal Generates lower traffic volume than Google/MSN Great Canadian account managers network

8. TOILE DU QUÉBEC / CANOEKLIX > Our estimate on monthly searches: ~2-3% with 3-5 million searches > CanoeKlix has an important ad display network with several million impressions INTERACTIVE STRATEGY – NVISOLUTIONS.COM Major Strengths Major Weaknesses Great paid regional directory Unconventional payperclick platform Unsavvy Internet users No recurring billing Loyal userbase (oldest Québec engine)

9. NETWORLDMEDIA > Our estimate on monthly searches: Networldmedia is an important ad display network with several million impressions that can reach all Quebec users INTERACTIVE STRATEGY – NVISOLUTIONS.COM Major Strengths Major Weaknesses Great behavioral targeting Low ROI on B2B Great B2C market Not a search engine More than 1 500 clients

10. PAGESJAUNES.CA > Our estimate on monthly searches: ~3-4% with 3-5 million searches INTERACTIVE STRATEGY – NVISOLUTIONS.COM Major Strengths Major Weaknesses Contains all Quebec businesses Expensive cost per click Great for brand awareness No relation between traffic and price for categories A major player in Quebec Not good for all verticals

11. QUEBEC MARKET DISTRIBUTION > Major properties and verticals owned by 3 actors: PowerCorp, Transcontinental, Quebecor > Top 3 actors strategy is mainly based on vertical acquisitions > Because of their size, the turnaround is much slower > This leaves multiple opportunities to create many verticals (and maybe get acquired by any of those 3 leaders later!) INTERACTIVE STRATEGY – NVISOLUTIONS.COM

12. QUEBEC AND SOCIAL MEDIA > Quebec users are the most active in Canada (37%) > Youth in Quebec are more prone to use rich media than other provinces (50%) > 2 of the top 30 users on Digg are from Quebec > Quebec’s culture encourage the usage and understanding of many non-English social platforms INTERACTIVE STRATEGY – NVISOLUTIONS.COM

13. HOW TO MARKET PROPERLY IN QUEBEC > Include francophone's while building your strategy > Make a bilingual version of your website and optimize it > Leverage social media tactics with marketing tools coming to maturity (Facebook Apps, Online PR through blogs, Reputation management, Brand Watch, etc.) INTERACTIVE STRATEGY – NVISOLUTIONS.COM

14. THANKS / MERCI ! > EMAIL [email_address] > NVI SITE NVISOLUTIONS.COM > NVI BLOG (EN) NVISOLUTIONS.COM/BLOG > NVI BLOG (FR) GO-REFERENCEMENT.ORG INTERACTIVE STRATEGY – NVISOLUTIONS.COM