Adam Froman identified the six common missteps made by digital marketers that Delvinia calls “digital diseases” which can be found lurking online that wary customers avoid contact like the plague; they are as follows: Widget-it is, Obsessive Content Disorder or OCD, Data-pox, Ad-theria, Mono-typosis and Navigation Deficiency Virus (NDS). Social media is everywhere and companies and consumers alike are constantly looking for effective ways to utilize online communities, blogs, wikis and the latest social media tools to engage audiences. With more than 300 million people engaged in social media, failing to leverage online mediums is often interpreted as taking a step backwards. It is the age of the consumer and social media has been the catalyst, effectively shifting control from management to the customer. Understanding your customer, giving them a voice and most importantly, listening to what they have to say is key to succeeding in the new digital world. You will learn: To effectively engage the audience. Digital marketing and social media in particular is a powerful platform that can create lasting customer relationships and generate millions of dollars for marketers, but you must make things interesting and meaningful. How to listen to your audience(s). If someone that you do business with offers you advice on improving your business/customer relationship – listen. Maintaining an existing relationship is easier than spending time and money searching for a new one. To be innovative. The biggest mistake a business can make is not experimenting or developing their digital marketing capabilities. If you’re not doing it, someone else will.

1. 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.

2. The
Six Deadly
Digital Diseases
© 2009 Delvinia Interactive Corp. All rights reserved.

3. © 2009 Delvinia Interactive Corp. All rights reserved.

4.  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

5. The
Digital
Customer

7. Twitter is the Fastest Growing Member
Community Destination in Feb 2009
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%
Source: Nielsen Netview, 2009, U.S. Home and Work

8. Facebook’s Growth has been Global
14
Increase in Unique Audience (millions)
12
10
8
6
4
2
0
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
Source: Nielsen Online, Global Index, December 2007-2008

10. Social Networking sites Canadians visited in
the past month
Sample: Nationally representative sample size of 11,600
Source: AskingCanadians, Delvinia Insight Engine, Delvinia Analysis

11. Social Networking Sites Canadians most visit
most
Sample: Nationally representative sample size of 9,700
Source: AskingCanadians, Delvinia Insight Engine, Delvinia Analysis

12. How Canadians Share Information
Sharing with 1 to 2 friends Sharing with 10 or more friends
Sample: Nationally representative sample size of 11,600
Source: AskingCanadians, Delvinia Insight Engine, Delvinia Analysis

13. Why do
companies
need to care?

14. What Canadian online shoppers were
planning on doing for 2008 holidays
% of Canadians who Planned % of Canadians who Planned
On Researching their Gifts Online in 2008 On Purchasing their Gifts Online in 2008
No
14% No
39%
Yes
Yes 61%
86%
Source: AskingCanadians, Delvinia analysis

15. What Canadian online shoppers find the
most annoying
Which pop up ads promoting another do you find the most
Full page
of the following 43%
product and service
annoying: that make the site
Cluttered web pages
17%
difficult to navigate
Lack of relevant product information and
15%
customer reviews
Lack of contact information for questions
9%
about products and services
Continuous cross promotions 9%
Multiple applications on the site that
7%
distract from the ability to shop
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Source: AskingCanadians, Delvinia Insight Engine, Delvinia analysis

16. Purchasing Prefered Purchase Method - Other Retail Items
90%
75% 77%
80% 75%
74%
70%
70%
64%
60%
50%
40% 34%
29%
30%
23% 23% 22%
20%
20%
10%
3% 3% 3%
2% 2%
2%
0%
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

17.  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!!!!

19. Widget-itis
This is the compulsion to include the latest and
greatest widgets on a website.

24. Obsessive Content Disorder (OCD)
OCD is an irrational fear of removing old
content from a website.

27. 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.

29. 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.

31. Mono-typosis
This is apparent when a customer experience
prohibits contact, connection or conversation
with a brand or company.

32. 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.

34. The
Prevention

35. 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

36. Understand
Your Customer

37. GMOOT

38. Approach
Validate
Review &
Indentify Key
&
Analyze
Segments
Customer Data Dig Deeper

39. Canadian
Opera Company

40. Only 20% of COC customers are currently transacting with
the COC via COC.ca.
COC.ca
18%
Elsewhere
82%
n=35,265
Source: COC customer file, Delvinia Insight Engine, Delvinia analysis

41. Delvinia’s Insight Engine
Demographic Purchase Attitudes & Life Stage
Digital
Information Information Opinions Information
Behaviours
Delvinia’s
INSIGHT
Engine
Analysis,
Segmentation
Over 3000 additional data variables of Canadians
profiled to the 6-digit postal code.

42. 42.1%
Cable High Speed
Internet Connection 35.3%
TOTAL COC
30.6%
ADSL/ DSL Internet TOTAL CAN
Connection 23.3%
56.2%
Access Internet daily
Saturday and Sunday 45.1%
67.6%
Access Internet daily
Monday to Friday 52.2%
0% 20% 40% 60% 80%
COC customers have faster internet connectivity
and are online more frequently than the average
Canadian.
Source: COC customer file, Delvinia Insight Engine, Delvinia analysis

43. COC customers are more engaged in specific online
behaviours than the average Canadian.
71.1%
Search for specific info
58.7%
46.9%
Read current news 33.4%
42.4%
Research products/services 31.1%
38.4%
Use instant messaging 35.0%
32.2%
Read online newspapers 20.9%
TOTAL COC
25.8%
Play online games 24.5%
TOTAL CAN
25.6%
Download music/MP3 files 22.8%
22.1%
Access news site 17.2%
16.6%
Respond to online surveys/polls 13.7%
14.6%
Listen to radio via streaming audio 11.0%
11.6%
Participate in Chat Groups 11.4%
6.8%
Watch TV broadcast via streaming video 4.3%
6.3%
Download podcast for use on MP3 3.7%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Source: COC customer file, Delvinia Insight Engine, Delvinia analysis

44. 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.

45. COC’s Digital Segments
Ownership of Technology
The majority are tech
F
savvy and use technology
N K
G
for social purposes;
Social Usage of Technology
however the largest
segment uses technology
primarily to save time.
Q
D
LEGEND
A
Key Customer
Secondary Customer
Source: COC customer file, Delvinia Insight Engine, Delvinia analysis

46. Key Customer Segments
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.

47. Key Customer Segments
A: LOADED & OVERLOADED FAMILIES
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
•

48. 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.

49. Key Customer Segments
G: CITY CLICKERS
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

50. Focus
on the
Experience

51. Key Customer Segments
A: LOADED & OVERLOADED FAMILIES
“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.”

52. Key Customer Segments
G: CITY CLICKERS
“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.”

54. Giving
People a Voice

62. Communicate
Communicate
Communicate

63. The Conversation Prism
Source:http://www.briansolis.com/2008/08/introducing-conversation-prism.html

66. Test
and Learn

67.  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

68. Delvinia Insights: Boomers versus NGen
released: March 25, 2009
www.delvinia.com/insight

69. Adam Froman
President & CEO
The Delvinia Group of Companies
Tel: 416.364.1455 x222
Email: afroman@delvinia.com
Our Website: delvinia.com
Our Blog: delvinia.com/diseases
Follow me on Twitter: @adamfroman
linkedin.com/in/adamfroman