just the facts

• Despite the economic slowdown forcing marketers to modify their spending, 82 per cent of Canadian business leaders and senior marketers say they will spend as much or more on social media in 2009 than they did this year. That’s more than for any other marketing communications discipline, as seen in the table below.

• Canadian business leaders say it would be a mistake to cut back on social and digital spending in tough economic times, with 7 in 10 recommending increased investment.

• Nearly four in five Canadian marketers (78 per cent) say senior management supports greater investment in social media. That’s up dramatically from 54 per cent a year ago.

• Facebook has established itself as Canada’s dominant social network. Among Canadians who use social media, 87 per cent say they have tried Facebook, compared with 33 per cent for MySpace and 13 per cent for Twitter.

• Two-thirds of Canadians (65 per cent) who use social media say social media is an important tool for developing, maintaining and nurturing friendships, up from 52 per cent a year ago.

• Two-thirds of Canadians (65 per cent) who use social media say social media tools are important for learning about products, services, organizations and brands, up from 59 per cent a year ago.

• The number of business leaders who say they are less familiar about social media than their customers has fallen to 17 per cent, down from 26 per cent a year ago.

• Just 7 per cent of Canadian business leaders see social media tools as a fad, down from 15 per cent a year ago. And one in two (46 per cent) say social media tools have forever changed the communications landscape and are becoming more important than communications tool such as television, radio, newspapers and magazines.

• Nearly four in five Canadians (79 per cent) say they have used social media tools. That’s up from 71 per cent a year ago.

quotes

Keith McArthur, Principal of com.motion and Senior Director of Media Innovation for Veritas Communications:
“When business leaders are forced to look long and hard at how they spend their marketing dollar, they’re recognizing the value of investing in social media. Canadian marketers appear to recognize what our clients do – that social media is no longer ‘the next big thing. It is now the thing.”

Robert Hutton, Executive Vice-President & General Manager Pollara Strategic Insights:
“The survey shows a clear shift away from traditional media towards social media. Canadians are turning to social media in increasing numbers and marketers are embracing it. But there is still a trust hurdle to overcome. Marketers need to be here but they need to do it right.”

Lou Carsley, General Manager for NutriSystem Canada, a managed weight-loss program
“Our investment in social media has generated a terrific and measurable return on investment. Canadian consumers are talking about NutriSystem across the Web and we knew we had to be part of that conversation.”

Anita DiPaolo Booth, Strategic Marketing Leader for Genworth Financial, a provider of mortgage default insurance.
“Social media is redefining the marketing communications landscape. As a business-to-business brand, we keep finding new ways for social media to help us reach our B2B customers as well as the end consumer.”

Marc Roth, Senior Marketing Manager for Boomerang Tracking, a vehicle security company
“In tighter economic times, the value per dollar of a social media spend is significantly better and more measurable that other communication media and more deeply engaging over a longer period. By creating social media forums for discussion, the brand enthusiasm is generated by real people, adding authenticity and credibility to the Boomerang brand.”

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Name: Darren Kelly
Date: 12/11/2008
Comment:
This confirms what many of us in the industry have felt in our gut for a long time. The economic sky might be falling, but the flow of consumer mindshare to social media is not being overlooked by marketeers. Excellent study - kudos. -DK

Name: Beverley Hammond
Date: 12/12/2008
Comment:
Hey Darren You'll be happy to see i have checked your blog...agreed on all points!

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addtional information

Traditional Press Release 2008 – PDF

Detailed Survey Results 2008

Traditional Press Release 2007 – PDF

Detailed Survey Results 2007 – PDF

video

Keith McArthur, com.motion, discusses social media in 2008

Keith McArthur, com.motion, discusses social media in 2007

Beverley Hammond, Veritas, discusses social media in 2007

Robert Hutton, Pollara, discusses social media in 2007

photos

about com.motion

com.motion helps brands and organizations to amplify their online message through influencer relations, social networking and search engine marketing. We monitor online conversations about a product, service or issue, identify the right strategy for word-of-mouth and online PR, and activate that strategy through an arsenal of strategically deployed social media tools. Visit us at com.motionblog.ca

about veritas

Veritas Communications is a national Public Relations, Public Affairs, Healthcare Communications and Social Media organization and a member of the MDC Partners network. At Veritas, we draw on the strength of our people, igniting passion and cultivating collaboration to build successful campaigns for our clients. Our expanding roster of clients includes: Air Miles, Church and Dwight and Genworth Financial. We are proud to be the national communications sponsor for Special Olympics Canada. Visit us at www.veritascanada.com to see how we break through <))