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
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
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.
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.