Pt. 1 summarizes social media research insights on Canada's online population - an ideal backgrounder for understanding how this research was applied in mounting the game-changing 2010 Calgary mayoralty campaign (featured in Pt. 2)

1. SOCIAL MEDIA & COMMUNICATIONSPart 1: Insights on Canadian Social Media Trends & Segmentation Part 2: Insights from the Nenshi Campaign Presented by Brian F. Singh, ZINC Research November 30, 2010 The Canadian Public Relations Society, Calgary, Alberta www.cprscalgary.com www.zincresearch.com

2. Brian Singh is… An economist A marketing researcher Founding president and managing director of Internet-fueled polling firm ZINC Research A strategist – Activating research A social media analyst, advocate, evangelist Page 1

3. This stuff works… Page 2

4. Overview of Presentation PART 1: Social Media The Lay of the Land: Overview of Canadians & Social Media Trends & Connection Segmentation PART 2: The Nenshi Campaign Insights from the Nenshi Campaign Strategic Implications Page 3

5. Some Key Thoughts… Targeting & Relationships. “Strategic Evolution.” “Literacy.” Application & Augmentation. Data Driven. Page 4

6. Evolution, The Web & Communications Social media is DIGITAL MEDIA - simply another channel and the natural evolution of the Internet. Evolution... with expectation of engagement, connection and collaboration. Evolution Web 2.0: Not one-size-fits all / “Cultural Shift” More pervasive, more mainstream, more diverse, more niche. Understanding audiences’ behaviour. Engagement: More targeted… More strategic… (Design? Measurement? ROI?) Reiterates, Reinforces & Extends Traditional Media Page 5

7. Social Media by the Numbers

8. ZINC Research & partner, Dufferin Research, conduct syndicated study of online Canadians usage of social media. Online panel - 1,200 respondents. Census representative – Age, Gender, Region. 9 tracking waves since September 2007 (10th Winter 2011). Fielded exclusively in English. Ongoing Assessment: ESOMAR questions. IP Check/Scrub. Validation – e.g. cell phone, usage, voting intentions. Page 7

9. The Lay of the Land Overview of Canadians & Social Media

10. Awareness of Social Networking Websites in Canada*Members/Interest/Aware of & Not Joining: Oct 2010 “Which of the following social networking websites are you a member of?” Difference in Member/ Consideration from Sept 2009 % indicating that they were a member or aware of a specific site* +15 Facebook 100% +3 MySpace 94% +6 99% Twitter MSNSpaces/ Windows Live +13 91% 55% +11 LinkedIn * Composite of “currently a member of,’ “not a member but may consider in the future” and “heard of but not interested in joining.” # Maybe more reflective of sample online population. Base: All respondents (n=1,200) Source: Canada Voyageur Omni (October 2010) Page 9

12. # Maybe more reflective of sample online population, but growth trend reflective of Facebook member tracking.Membership to Social Networking SitesCanada – The Dominance of Facebook*# 92% October 2010 Page 10

13. Canada: Facebook Members within Urban CentresMore than 1/4 in Each of 7 Population Centres Proxied City Penetration Rates* (%) Total Canada: 16.98 million (Oct 2010; April 2008: 9.41 million); 18+ - 15.45 million (Oct. 2010; April 2008: 8.04 million). 30% 69% 65% 60% 32% 52% 66% 88% Notes: *Facebook members can only be part of a single city network, but do not necessarily reside there. Ottawa’s population is actually the Ottawa-Gatineau CMA. Facebook redefined the definition of city networks – the city estimates presented include communities within 50 miles. Sources: Facebook City Networks; Statistics Canada 2006 Census. Facebook members as of September 28, 2009 and October 24, 2010 Page 11

14. Canada: Facebook Members by Age Group A Youthful & Young Adult Phenomena, But Growth in 35 years+ Proxied Penetration Rates* (%) – October 2010 Total Canada: 16.98 million; 18+ - 15.45 million While membership rates have stabilized in the under 35 age groups, 35 year+ has seen explosive growth over last 2 years. 73% Ubiquitous 46% 18% * Notes: Assumes unique membership. Sources: Facebook Member Stats; Statistics Canada 2009 Population Estimate (medium Growth Scenario 3). Facebook members as of October 24, 2010. Page 12

15. “How important are the following aspects of social networking sites to you…?” Very Important Somewhat Important Staying in touch with Friends 87% 77% E-mail/Chat 71% Finding old friends General distraction/Stress reliever 61% 44% Playing online games 41% Making new Friends Organizing social life 39% Sharing ideas/Blogging 38% Joining/Being part of communities 35% 27% Promoting/Developing business 25% Defining own identity Dating 11% Base: Respondents who belong to social networking sites (n=1200) Source: Canada Voyageur Omni (October 2010) Usage of Social Networking Sites (2010)Very Important/Somewhat Important Aspects Page 13

16. “How important are the following aspects of social networking sites to you…?” 2010 (n=1025) 2009 (n=934) Staying in touch with Friends E-mail/Chat Finding old friends General distraction/Stress reliever Playing online games Making new Friends Organizing social life Sharing ideas/Blogging Joining/Being part of communities Defining own identity Promoting/Developing business Dating Usage of Social Networking Sites (2009 vs 2010)Important Aspects (Very/Somewhat Total) Page 14

17. Membership of Social Networking SitesMean Number of Friends Per Site “How many people do you have in each of the social networking sites you are a member of? 2010 (n=1081) 2009 (n=934) Facebook MSNSpaces/ Windows Live Twitter Myspace The Opportunity: n x (n-1) connections Linkedin Base: Respondents who belong to social networking sites Page 15

18. Social Networking: Face-to-Face Contact & Enhance Social Life Trade Offs “Do you think social networking sites such as Facebook replace face-to-face contact, or enhance ones social life, when people live in close proximity to each other?” Social Network Sites offer ideal mix 17% Social Networking Sites are replacing face-to-face contact 31% Social Networking Sites will never supplant personal interaction 20% Social Networks Sites add, but do not affect social lives 32% Page 16

19. Segmenting the Market A Behavioural Segmentation of Social Media Users

20. Canadian Social Media Segments 2010 Based on Online Population: 84.3% (2008) Online/Real Time 9% (Heavy Users) Non-Users 10% Suits & Strategy 7% (Business Users) Samplers & Lurkers 32% (Casual Users) Chat, Chill, Connect 16% (Socializers) Facebook Friends 27% (Friends & Family Circles) Page 18

21. Canadian Social Media SegmentsBased on Online Population: 2009 versus 2010 Page 19

22. Canadian Social Media Segments – 4 of Interest Page 20

23. Mean Age of Social Media Users Total (n=1200) Non-Users (n=119) Samplers/Lurkers (n=379) Facebook Friends (n=323) Suits and Strategy (n=89) Chat, Chill, Connect (n=187) Online/Real Time (n=102) Page 21

24. Mean Weekly Hours of Social Networking Sites “On average, how many hours a week do you spend using each of these sites you are a member of?” Page 22

25. Mean Number of Friends per Social Networking Site “How many people do you have in each of the social networking sites you are a member of? Page 23

26. SOCIAL MEDIA & COMMUNICATIONSPart 1: Insights on Canadian Social Media Trends & Segmentation NEXT: Part 2: Insights from the Nenshi Campaign

27. Questions? Comments?Let’s Connect!Contact Brian F. Singh:Phone: 403.861.9462brian@zincresearch.comwww.zincresearch.comTwitter: @BFSingh Page 25