This document discusses insights from Brian Singh's presentation on the implications of social media for the 2011 Canadian federal election. It summarizes recent data on social media usage in Canada, showing trends towards more casual usage. It notes that elections are now data-driven processes, where social media, web analytics, and polling all factor into campaign strategy. It suggests that campaigns will need to embrace open data, co-creation, and evolving skills to succeed with voters engaged via new digital platforms.

1. SOCIAL MEDIA, RESEARCH & COMMUNICATIONSElections 2.0Part 1: Insights from the Nenshi CampaignPart 2: Implications for 2011 Federal Election Presented by Brian F. Singh, ZINC Research Market Research & Intelligence Association April 7, 2011

2. 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 1

3. Canadian Social Media SegmentsBased on Online Population: 2009 versus 2010 Page 2

4. Mean Age of Social Media Users (Adults) Total (n=1200) Non-Users (n=119) Casual Users (n=379) Friends & Family (n=323) Business Users(n=89) Socializers (n=187) Heavy Users (n=102) Page 3

5. Canadian Social Media Segments – 4 of Interest Page 4

7. 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 6

8. Voting Intentions (October 2010) Page 7

9. Elections 2.0 = Government 2.0

10. Government 2.0… The integration of new-generation digital media technologies into government structure and operations. The expectation of more transparency & accountability.

11. The Challenge of Brand Traditional versus Upstart (DNA) Local versus National

12. The battle online is as important as in person and the traditional media.

16. Social Media is THE Media… But not the only media.

17. Elections 2.0 is a more data-driven (and data intensive) process.

18. The Data Literacy Pentagon Engagement/Voter Identification Social Media Monitoring/ Analytics Polling & Riding Intelligence CAMPAIGN STRATEGY Traditional Media Monitoring Web Analytics

19. Does Polling Still Matter? Conversion & Performance Benchmarks. Gamification & Predictive Markets.

21. What is willing to be shared, can be used against you.

23. Organized Chaos trumps Command & Control.

25. Get Involved. Think different. Evolve skill set. Co-creation. Crowdsource. E.g., OpenData movement.

26. THANKS!Brian F. SinghZINC ResearchPhone: 403.861.9462brian@zincresearch.comwww.zincresearch.comTwitter: @BFSingh