Communications firm, People from Cossette, conducted a large study on social media last fall, interviewing 3,247 Internet users in Canada, the U.S. and UK. On February 4th, 2010, Luc-André Cormier, who conducted the survey at Impact Research, and Ian Barr, a social media practitioner at Rocket XL, gave a webinar to 80 members of the Canadian Association of Advertisers. This is their presentation deck.

1. MAKING CLARITY OUT OF CHAOS CANADA MAKING CLARITY OUT OF CHAOS: A SOCIAL MEDIA STUDY FEBRUARY 4TH, 2010

5. MAKING CLARITY OUT OF CHAOS: A SOCIAL MEDIA STUDY FEBRUARY 4TH, 2010 METHODOLOGY Objectives Cossette mandated Impact Research, its marketing research division, to gather insights on consumers who use social media . More specifically, we looked at penetration, purpose, behaviour and attitudes toward social media.. Population Internet users aged 18 years or older in Canada, the US and UK. Sampling Simple random amongst two distinct panels Data collection Online survey, self-administered questionnaire June 26th to July 17th, 2009 Margin of error Sample size : 3,227 respondents Margin of error : ± 1,7 % 19 times out of 20 Weighting Gender , age and sub-region by geography. Total results reflect average of three geographies (ie: not weighted to population sizes) Weighting sources & sample sizes : Canada - Statistics Canada, 2006 Census, n=1,225 U.S. - U.S. Census Bureau, 2005-2007 American Community Survey, n=1,001 U.K.- Office for National Statistics, 2001 Census data, n=1001

11. MAKING CLARITY OUT OF CHAOS: A SOCIAL MEDIA STUDY FEBRUARY 4TH, 2010 SHARING INFORMATION Top first-mention is E-MAIL (35%) 32% PUBLISH information on the internet SOCIAL NETWORKS (30%) grew from 11% in Fall ’08. Young adults (<35) prefer SOCIAL NETS over E-MAIL Q6-7. When you want to share information or discoveries that are important to you with your friends, what do you do? Are there any others? > All respondents (n=3,227) 78% 76% 75% 30% 5% 2% NET 32% First Mention: 29% of 18-24 would rather share on a social ntwk. than e-mail (8%)

12. SOCIAL NETWORKS MAKING CLARITY OUT OF CHAOS: A SOCIAL MEDIA STUDY FEBRUARY 4TH, 2010

13. MAKING CLARITY OUT OF CHAOS: A SOCIAL MEDIA STUDY FEBRUARY 4TH, 2010 Social networks are a broadly accessible medium to connect with consumers at home, at work and on the go. Q14. How many hours did you spend on the Internet last week whether surfing, sending e-mails, chatting, gaming online or doing other activities? > All respondents (n=3,227) Q18. You mentioned spending the following amount(s) of time online last week doing different activities, how many of these hours are spent using online social networks ? > Respondents who used Internet in the past week and who belong to an online social network (n=790) Used social networks in the past week PENETRATION Ages 25-34 25% Ages 18-24 16%

14. MAKING CLARITY OUT OF CHAOS: A SOCIAL MEDIA STUDY FEBRUARY 4TH, 2010 PROFILE Nearly 9 out of 10 Canadian adults aged under 35 who use the Internet have created at least one social network profile. - Economically, heavy users are average income Canadians, spending 9.2 hrs./wk. Q14. How many hours did you spend on the Internet last week surfing, sending e-mails, chatting, gaming online or doing other activities? (n=1,225) Q17. Do you belong to an online social network (e.g.: Facebook, MySpace, Windows Live Spaces, other) n=1,225 Q18. You mentioned spending the following amount(s) of time online last week doing different activities, how many of these hours are spent using online social networks ? > Respondents who belong to an online social network (n=790) 2.4 2.2 1.9 1.8 1.9 2.2 1.9 Avg. number of ntwks. subscribed to:

15. MAKING CLARITY OUT OF CHAOS: A SOCIAL MEDIA STUDY FEBRUARY 4TH, 2010 Q14. How many hours did you spend on the Internet last week surfing, sending e-mails, chatting, gaming online or doing other activities? (n=1,185) Q18. You mentioned spending the following amount(s) of time online last week doing different activities, how many of these hours are spent using online social networks ? > Respondents who belong to an online social network (n=790) TIME SPENT Canadians claim 20% of their time online is spent on social networks. - 35% for those with 50+ “friends” or “connections”. - 36% for those who log on to social netwks. 5+ times per week . 21.7 hours per capita* per week Aug. 2009: Nielsen reports social network / blogging sites account for 17% of time spent on the internet, nearly triple SPLY figure (source: US). *: Internet population, including both social network users and non-users

16. MAKING CLARITY OUT OF CHAOS: A SOCIAL MEDIA STUDY FEBRUARY 4TH, 2010 Q14. How many hours did you spend on the Internet last week surfing, sending e-mails, chatting, gaming online or doing other activities? (n=1,185) Q18. You mentioned spending the following amount(s) of time online last week doing different activities, how many of these hours are spent using online social networks ? > Respondents who belong to an online social network (n=790) TIME SPENT Social networks represent 20% of total internet time but nearly one quarter of the activity conducted at home as well as on devices other than a computer , like mobile phones for example. US 41% Ages 18-34 & US% 16% Ages 18-34 31%

17. MAKING CLARITY OUT OF CHAOS: A SOCIAL MEDIA STUDY FEBRUARY 4TH, 2010 70% of Canadian respondents are registered users of an online social network . Facebook has more daily users than any network has members Q17. Do you belong to an online social network (e.g.: Facebook, MySpace, Windows Live Spaces, other) n=1,225 Q19. Do you belong to the following social networks? Q20. How many times did you log on to your _________ account in the past week (n=variable) Average frequency per week per user 10.7 3.9 6.1 3.0 5.0 1.5 2.7 1.7 US (36%) MEMBERSHIP Ages 18-34 47%

18. MAKING CLARITY OUT OF CHAOS: A SOCIAL MEDIA STUDY FEBRUARY 4TH, 2010 Seven out of ten 18-34’s log on to Facebook nearly twice per day on average. Q17. Do you belong to an online social network (e.g.: Facebook, MySpace, Windows Live Spaces, other) n=3,227 (3 mkts) Q19. Do you belong to the following social networks? Q20. How many times did you log on to your _________ account in the past week (n=variable) FACEBOOK

19. MAKING CLARITY OUT OF CHAOS: A SOCIAL MEDIA STUDY FEBRUARY 4TH, 2010 Seven out of ten 18-34’s log on to Facebook nearly twice per day on average. Canadian Internet users are most likely to frequent Facebook . Q17. Do you belong to an online social network (e.g.: Facebook, MySpace, Windows Live Spaces, other) n=3,227 (3 mts) Q19. Do you belong to the following social networks? Q20. How many times did you log on to your _________ account in the past week (n=variable) FACEBOOK With 45% of online users logging in weekly, Facebook is 60% more popular in the US than Myspace at 28%.

20. MAKING CLARITY OUT OF CHAOS: A SOCIAL MEDIA STUDY FEBRUARY 4TH, 2010 Q27. You mentioned using Facebook, how often do you use the following Facebook features ? > Respondents using Facebook n=,1675 (3 mkts) FACEBOOK FEATURES The most popular functions 1 make it easier to stay in touch Top two reasons for using social networks ? - Staying in touch with friends: 50% (18-34 skew) - Staying in touch with family: 14% (45+ and female skews) 1 US 30% daily CAN 10% daily ↓

22. MAKING CLARITY OUT OF CHAOS: A SOCIAL MEDIA STUDY FEBRUARY 4TH, 2010 BEHAVIOUR In social media: - Audiences LOOK and REACT to what - Transmitters SHARE and CONTRIBUTE . RECEIVERS (AUDIENCE) TRANSMITTERS (MEDIA) LOOK REACT SHARE CONTRIBUTE Look at photos/videos others have uploaded Follow links others have found interesting Upload photos/video to share with others Maintain a personal web page or blog Look up or read what others are sharing about themselves Comment on others' personal pages or blogs Share things about yourself Write a review about products or services Read blogs or personal web pages Rate things (ex: five star system) Share links and recommend useful content

23. MAKING CLARITY OUT OF CHAOS: A SOCIAL MEDIA STUDY FEBRUARY 4TH, 2010 SOCIAL MEDIA BEHAVIOUR Canadians differ from Americans by the general frequency at which they LOOK, REACT, SHARE and CONTRIBUTE social media. There is less penetration in most activities, but the Canadian user base is usually more engaged in what it does. Q15 & Q16. In the past week, how often did you do the following? (n=1,225) *: These activities were selected because we found statistically significant differences between US and Canada. LOOK REACT SHARE CONTRIBUTE

27. MAKING CLARITY OUT OF CHAOS: A SOCIAL MEDIA STUDY FEBRUARY 4TH, 2010 BRAND SHARING 20% of Canadians do it ! Q13. Thinking about your Internet activity in the past week , did you look for or share with others any information or opinions about …? (n=3,227) 20% / 29% / 18% Can. / US / UK Last week Shared information / opinion specifically about a company or brand with other users. 30% / 21% / 14% 18-34 / 35-54 / 55+

28. BRAND SHARING MAKING CLARITY OUT OF CHAOS: A SOCIAL MEDIA STUDY FEBRUARY 4TH, 2010 The’re more likely to use alternative means to go online. 3.2h Q14. How many hours did you spend on the Internet last week whether surfing, sending e-mails, chatting, gaming online or doing other activities? > All respondents (n=3,227) Q18. You mentioned spending the following amount(s) of time online last week doing different activities, how many of these hours are spent using online social networks ? > Respondents who used Internet in the past week and who belong to an online social network (n=790)

29. BRAND SHARING MAKING CLARITY OUT OF CHAOS: A SOCIAL MEDIA STUDY FEBRUARY 4TH, 2010 They’re heavy users of both the Internet and social networks . Q14. How many hours did you spend on the Internet last week surfing, sending e-mails, chatting, gaming online or doing other activities? (n=3,227) Q17. Do you belong to an online social network (e.g.: Facebook, MySpace, Windows Live Spaces, other) n=3,227 Q18. You mentioned spending the following amount(s) of time online last week doing different activities, how many of these hours are spent using online social networks ? > Respondents who belong to an online social network (n=790)

30. MAKING CLARITY OUT OF CHAOS: A SOCIAL MEDIA STUDY FEBRUARY 4TH, 2010 BRAND SHARING They are very curious , following and sharing links more intensely than other Internet users. Q13. Thinking about your Internet activity in the past week , did you look for or share with others any information or opinions about …? (n=3,227) Q15 & Q16. In the past week, how often did you do the following? (n=3,227) General online population (A18+) SHARE brand info

31. MAKING CLARITY OUT OF CHAOS: A SOCIAL MEDIA STUDY FEBRUARY 4TH, 2010 BRAND SHARING One third of them (35%) write actual product reviews, whereas 25% can spread information via the personal page or blog they attend to 1.4 times/day. Q13. Thinking about your Internet activity in the past week , did you look for or share with others any information or opinions about …? (n=3,227) Q15 & Q16. In the past week, how often did you do the following? (n=3,227) General online population (A18+) SHARE brand info

33. BRAND SHARING MAKING CLARITY OUT OF CHAOS: A SOCIAL MEDIA STUDY FEBRUARY 4TH, 2010 They don’t necessarily see advertising as less useful. Q12. Using a scale of 1 to 10, how much do you agree with the following? Considering products and services, information that is produced by other citizens more useful than advertising in __________. (n=3,227) Considering products and services, information that is produced by other citizens is more useful than: (Strongly agree: 8-10 on 10 pt. scale)

34. BRAND SHARING MAKING CLARITY OUT OF CHAOS: A SOCIAL MEDIA STUDY FEBRUARY 4TH, 2010 These curious consumers turn to many sources to form a trusted opinion.

41. ACTIVATION MAKING CLARITY OUT OF CHAOS: A SOCIAL MEDIA STUDY FEBRUARY 4TH, 2010

42. FEBRUARY 4TH, 2010 MAKING CLARITY OUT OF CHAOS: A SOCIAL MEDIA STUDY

43. Tactical Outreach MAKING CLARITY OUT OF CHAOS: A SOCIAL MEDIA STUDY FEBRUARY 4TH, 2010 Creative Engagement

44. FEBRUARY 4TH, 2010 MAKING CLARITY OUT OF CHAOS: A SOCIAL MEDIA STUDY

45. FEBRUARY 4TH, 2010 MAKING CLARITY OUT OF CHAOS: A SOCIAL MEDIA STUDY

46. FEBRUARY 4TH, 2010 MAKING CLARITY OUT OF CHAOS: A SOCIAL MEDIA STUDY

47. FEBRUARY 4TH, 2010 MAKING CLARITY OUT OF CHAOS: A SOCIAL MEDIA STUDY

49. MAKING CLARITY OUT OF CHAOS: A SOCIAL MEDIA STUDY FEBRUARY 4TH, 2010 THERE IS NO BIG OR SMALL THINKING IN SOCIAL MEDIA. WHAT MATTERS MOST IS A STRONG SYMBIOTIC RELATIONSHIP BETWEEN IDEA, SOCIAL PLATFORM, AND AUTHENTICITY.

50. CASE STUDY PACKAGING SOCIAL-ENABLED CONTENT FEBRUARY 4TH, 2010 MAKING CLARITY OUT OF CHAOS: A SOCIAL MEDIA STUDY

51. “ ARTIST – INSPIRED” MAKING CLARITY OUT OF CHAOS: A SOCIAL MEDIA STUDY FEBRUARY 4TH, 2010

52. MAKING CLARITY OUT OF CHAOS: A SOCIAL MEDIA STUDY FEBRUARY 4TH, 2010 CHALLENGE: How do you sell through a product to maximize the buyer’s order in under 8 weeks?

53. MAKING CLARITY OUT OF CHAOS: A SOCIAL MEDIA STUDY FEBRUARY 4TH, 2010 SOLUTION: Identify and hyper target sneaker freaks , influencers by band and music fans Provide demo product , coupon codes and custom-tailored content

55. CASE STUDY EMPOWERING INFLUENCERS TO TELL YOUR STORY FEBRUARY 4TH, 2010 MAKING CLARITY OUT OF CHAOS: A SOCIAL MEDIA STUDY

56. “ Say-No to Violence Against Women” MAKING CLARITY OUT OF CHAOS: A SOCIAL MEDIA STUDY FEBRUARY 4TH, 2010

57. MAKING CLARITY OUT OF CHAOS: A SOCIAL MEDIA STUDY FEBRUARY 4TH, 2010 CHALLENGE: How do you empower people online to join a movement and encourage 750,000 to show their support in 2.5 months ?

58. MAKING CLARITY OUT OF CHAOS: A SOCIAL MEDIA STUDY FEBRUARY 4TH, 2010

59. MAKING CLARITY OUT OF CHAOS: A SOCIAL MEDIA STUDY FEBRUARY 4TH, 2010

60. MAKING CLARITY OUT OF CHAOS: A SOCIAL MEDIA STUDY FEBRUARY 4TH, 2010 “ Thanks a bunch to everyone who signed the petition! I know it’s way past over, but WE HIT IT! We actually obliterated that 1,000,000 signature goal to the tune of over 5,000,000! And a promise is a promise. I’ve posted a total of 4 comics now and will continue to crank them out (faster) until I’ve made 1 for every 25,000 signatures to 1,000,000.” Influencer committed to making a comic for every 25,000 signatures UNIFEM’s Say NO campaign collected (starting at the 325,000 mark).

62. CASE STUDY LEVERAGING CANADA’S TOP SOCIAL NETWORK FEBRUARY 4TH, 2010 MAKING CLARITY OUT OF CHAOS: A SOCIAL MEDIA STUDY

63. “ VIRTUAL STOCKING” MAKING CLARITY OUT OF CHAOS: A SOCIAL MEDIA STUDY FEBRUARY 4TH, 2010

64. MAKING CLARITY OUT OF CHAOS: A SOCIAL MEDIA STUDY FEBRUARY 4TH, 2010 CHALLENGE: Create a social-enabled experience that (a) generates mass participation and deep engagement across multiple social media platforms and (b) drives online sales

65. MAKING CLARITY OUT OF CHAOS: A SOCIAL MEDIA STUDY FEBRUARY 4TH, 2010

66. MAKING CLARITY OUT OF CHAOS: A SOCIAL MEDIA STUDY FEBRUARY 4TH, 2010 Once created, users could hang their virtual stocking on their blog or show it off on their Facebook profile.

67. MAKING CLARITY OUT OF CHAOS: A SOCIAL MEDIA STUDY FEBRUARY 4TH, 2010