Why are Canadian businesses taking so long to adopt social media practices, while Canadians themselves are the most engaged online than anyone else on Earth? While our neighbours to the south may have us beat in adoption rates, who is leading the next wave of social innovation in Canada—and are we competing on a global scale? The next evolution of social media is around the corner and Canadians need to be aware of the opportunities to maximize their business profits through social commerce. Here is what we cover: Canadian consumers have arrived. Social media is mainstream in this country. Why do Canadian businesses take longer to adopt social media compared to our American neighbours? Which Canadian companies are leading the way in social? Can Canada can compete on a global scale? What is the potential for small businesses in the next wave of social commerce?

1. The Great Canadian Latency
Julie Tyios & Hessie Jones
#PCTO2012

2. •Why are Canadian businesses taking so long
to adopt social media while Canadian
consumers are some of the most engaged
online users on the planet?

3. •60% of Canadians are on social networks = 17MM
•35% visited at least one social network per day
•women rule!

4. •86% of all Canadians using social media are
on Facebook
•20% are on Twitter
•Canadians spend more time online than
anyone else @43.5 hrs every month

5. • 95% of Canadians live in communities served by broadband access.
• Canada first to establish nationwide 3G network at 90% penetration
• 22 MM cellphone
subscribers in 2009
• 50% of phone
connections are wireless
• 75% of Canadian
households have mobile
phone

6. • Web use increasing
with older
population but
declining among
teens.
• Email is declining.
• IM is back on the
rise - Skype, FB,
Mobile, Google
Chat

7. But Canadian Business Continues to Lag.... Why?
Canadians are polite and respectful.
Canadians are passive and boring.
Canadians are law-abiding and have an
orderly society. Canadians are naive and too trusting and not
critical of their laws and authority figures.
Canadians are afraid to express controversial
opinions. Why take risks?
Canadians are conservative.
Canadians don’t engage in hero/celebrity
worship. Canadians are resentful of successful people.

9. KNOWLEDGE: OUR BARRIER TO ENTRY

10. Canadian Business still assumes it has control.
A radical change has occurred in
the World of advertising and
marketing
Consumers are listening less and
less…Interruptive Marketing has
seen its day.
The Audience is Creating…The Audience is Selecting…. The
Audience is Changing…and as a result the audience is telling
brands……
“You want us to pay? We want you to pay attention. ”
“ The Internet has become a place where people could talk to
other people without constraint. Without filters or censorship or
official sanction — and perhaps most significantly, without
advertising ”
“Don't talk to us as if you've forgotten how to speak.
Don't make us feel small. Remind us to be larger. Get a
little of that human touch. ”

11. ROI

13. TRUE NORTH COMPANIES LEADING THE
WAY

14. CANADIAN BRANDS ROCKIN’ SOCIAL!

15. OFFLINE SUPPORT FOR SOCIAL-BASED,
CO-WORKING SPACES

16. CAN CANADA COMPETE ON A GLOBAL LEVEL?
.... WE ALREADY ARE!

17. CANADIAN SMALL BUSINESS AND SOCIAL
MEDIA..... WHAT IS THE POTENTIAL?
• Focus on local
• Identify optimal buying opportunities
• Allow sellers and buyers to find each other easily
• Relationship is the new norm
• Group-buying
• Social business as an eventuality

18. thank you
@JulieTyios
@HessieJones