Compilation of Social Media Stats (USA and Canada) for Marketers 2011

 On her social-media and PR blog, Commentz, Sarah Evans and her staff compile a lot of stats. Each quarter, she cherry-picks the most relevant for marketers.

1. eMarketer estimates there will be nearly 21 million Twitter users in the U.S. by the end of this year, and a sizable minority of those will use the service at least in part to follow brands. (eMarketer)

2. Forty percent of bloggers consider themselves professionals. (MediaBistro/State of the Blogosphere 2011)

3. There are now more than 800 million active Facebook users, with more than 200 million added in 2011. (Social Media Examiner)

4. B2C Facebook results are 30% above average on Sundays. (Convince & Convert)

5. Tweets last up to 67 times longer for users with higher Klout scores. (Mashable)

6. Nearly every large charity and university in America is on Facebook. Less than 60% of the Fortune 500 is. (Grow)

7. B2B marketers are spending millions of dollars annually on social-marketing programs, though nearly 30% are not tracking the impact of social-media programs on lead generation and sales. (TechJournal/Pardot)

8. Thirty-four percent of marketers have generated leads using Twitter, and 20% have closed deals using Twitter (AllTwitter)

9. Roughly two-thirds of social-media users say that staying in touch with current friends and family members is a major reason they use these sites, while half say that connecting with old friends they’ve lost touch with is a major reason behind their use of these technologies. (PEW Research)

10. The vast majority (95%) of the parents of 10-year-olds on Facebook were aware when their child signed up for the site, and 78% of those parents helped create the child’s account [despite rules that prohibit children under 13 from joining the social-networking site]. (CNN Tech)

11. One in three respondents (33%) said that they would prioritize social-media freedom, device flexibility, and work mobility over salary in accepting a job offer. (GigaOm)

12. One in three texters would rather text than talk. (NYTimes: Bits)

13. Seventy-seven percent of consumers said they interact with brands on Facebook primarily through reading posts and updates from the brands [….] 17% of respondents said they interact with brands by sharing experiences and news stories with others about the brand, and only 13% of respondents said they post updates about brands that they like. (Mashable)

14. The average Facebook user has 130 friends and is connected to 80 pages, events and groups. (Social Media Examiner)

15. Seventy-three percent of people think employees overshare on social-media. (Marketing Pilgrim)

16. Forty-three percent of all online consumers are social media fans or followers. (HubSpot)

17. Netflix’s price hike caused 805,000 paid subscribers to jump ship in the most-recent quarter. (Mashable)

18. Sixty-four percent of Americans stream mobile video at work. (Tubefilter)

19. The Mobile Marketing Association of Asia stated that out of the 6 billion people on the planet, 4.8 billion have a mobile phone while only 4.2 billion own a toothbrush. (60 Second Marketer)

20. According to ThreatMetrix survey of 722 active internet using consumers, 37% intend to make a purchase using their smartphone, nearly three times as many as those who plan to use their tablet. (Get Elastic)

21. A 2011 study by the National Restaurant Association confirms that consumers who use social media, including apps, Twitter, Facebook, Foursquare, UrbanSpoon and more, not only dine out more, but are more likely to become return customers. (ReadWriteWeb)

22. Ninety-five percent of Facebook Wall posts are not answered by brands. (All Facebook)

43. Twenty percent of searches on Google each day have never been searched for before. (HubSpot)

24. Tablet owners tend to consume a greater variety and volume of news on their devices, and tablets’ visual, interactive features encourage in-depth exploration, according to a joint study from Starcom MediaVest and the online division of the BBC. (Mashable)

25. Auto-posting to Facebook decreases likes and comments by 70%. (Inside Facebook)

26. LinkedIn has 64 million users in North America alone. (All Twitter)

27. Twitter updates that include verbs have a 2% higher shareability than the average tweet. (HubSpot)

28. Facebook, Twitter and YouTube are now considered cornerstones of most social-media strategies in larger companies. Ninety-four percent of respondents said Facebook is one of their top three social media platform priorities. Twitter was second with 77%, and YouTube trailed with 42%. (Search Engine Watch)

29. SEO still dominates for marketers, with both B2B (57%) and B2C (41%) businesses stating it makes the biggest impact on their lead generation goals. (AllTwitter)

30. Overall, 57% of comments about U.S. airlines on social media in the past year were negative. But American Airlines — the world’s fourth-largest airline — stood out with only 12% of social-media opinions about the airline being positive. (The Realtime Report)

31. Fifty-six percent of consumers said they are more likely to recommend a brand to a friend after becoming a fan on Facebook. (Mashable)

32. Fifty-six percent of college students said that if they encountered a company that banned access to social media, they would either not accept a job offer or would join and find a way to circumvent corporate policy. (GigaOm)

33. Johns Hopkins, Facebook’s birthplace Harvard, and Notre Dame are the top schools for social media. (

34. Only 15% of the average local business’s fans are in the city where the business is located. (WSJ)

35. More smartphone and tablet owners are researching products than purchasing them — 80.8% compared to 41.4%, according to BIGresearch — but attitudes vary quite a bit among different age groups. (eMarketer)

36. When you’re cruising around the internet, how much of your time is spent on a social network or blog? According to a new study published by Nielsen, those two categories eat up 23% of internet usage overall. This is double online gaming, which comes in at number two and after that, it takes 75 different categories to account for the remaining 35% of time spent. (Marketing Pilgrim)

37, When it comes to liking brands on Facebook, the reasons are varied, but for the most part, respondents said they “Like” a brand on Facebook because they are a customer (58%) or because they want to receive discounts and promotions (57%). (Mashable)

38. There are 245 million internet users in the US, according to Internet World Statistics. Nielsen estimates that social media sites and blogs reach 80% of all active U.S. internet users. (PR Week)

39. IT professionals see serious risks associated with enterprise social network use — and only 29% say they have adequate protection. (InformationWeek: The BrainYard)

40. There are now 100 million active [Twitter] users — users who log in at least once a month — with half of those users signing in at least once a day. Fifty-five percent of them access Twitter via mobile; 40% actually don’t Tweet but simply dip into their Timelines to keep tabs on what people are saying. (CNN/Fortune)

41. Fully 65% of adult internet users now say they use a social-networking site like MySpace, Facebook or LinkedIn, up from 61% one year ago. This marks the first time in Pew Internet surveys that 50% of all adults use social-networking sites. (Wired PR Works)

42. The mean half life of a link on Twitter is 2.8 hours, on Facebook it’s 3.2 hours and via “direct” sources (like email or IM clients) it’s 3.4 hours. So you can expect, on average, an extra 24 minutes of attention if you post on Facebook than if you post on Twitter. (bitly blog)

43. Social media is responsible for one-third the web traffic in Malaysia. (ReadWriteWeb)

44. There are more than 3.5 billion pieces of content (web links, news stories, blog posts, etc.) shared each week on Facebook. (HubSpot)

45. According to a survey of 1,897 senior executives conducted by Weber Shandwick in partnership with Forbes Insights, 84% of the execs believe their brand’s sociability is not up to world-class standards. (Mashable)

46. Beyonce’s pregnancy news at MTV’s VMAs birthed a new Twitter record of 8,868 Tweets per second. (TechCrunch)

47. Forty-four percent of companies track employees’ social-media use in andout of the office (TheNextWeb).

48. What makes people retweet? 92% interesting content. 84% humor. 66% personal connection. 21% celebrity status. 32% offered incentive (tangible or virtual). 26% “Please RT!” (WhiteFireSEO)

49. Among college students and young professionals, 24% experience three to five interruptions in a given hour, while 84% get interrupted at least once while trying to complete a project. (GigaOm)

50. All but 7% of social-media campaigns used Facebook. (All Facebook)

Social Media Use in Canada

Half of Canadians are on Social Networks – and 60% of all Canadians online are there as well. To put that in perspective, that’s over 17 million people across our great nation. While the number of Canadians on Social Networks has only grown by 4% since 2009, the frequency of Social Media use amongst Canadians is on the rise – big time. In 2010, 35% of online Canadians visited a Social Media site at least once a week – that number has now grown to 50%. Furthermore, in 2011 35% of online Canadians visited a Social Networking site everyday; a number that was only 19% a year ago. While 15% of Canadians stated that they use Social Media less than they did a year ago, 35% say that the time spent has increased.

There is a stereotype out there that Social Media is only for male teenagers and young adults. It’s no surprise that the 18-34 year old demographic is by far the heaviest users of Social Media in Canada, with 86% of that age range active on Social Networks. But older age ranges have significantly increased their Social Networking activity in recent years. Almost 2/3 of 35-54 year olds and over 40% of those over the age of 55 in Canada are now actively using Social Media. This isn’t to say that Social Media in Canada is getting “older”, but it is expanding its reach among the entire population.

And sorry guys, but the women take the cake on this one. 37% of online Canadian women say that they visit a Social Media site at least once a day, compared to only 24% of online Canadian men.

Who is the Canadian Social Media King?

There’s no surprise here – for years Facebook has dominated the Social Media game not only in Canada, but all over the world. With over 750 million users worldwide, Facebook continues to be king. In fact, 86% of all Canadians using Social Media are on Facebook. But they are not the only player in the game – we can’t forget about Twitter and LinkedIn, both of which have gained ground on the Social Networking giant. In 2009, less than 1% of Canadians used Twitter. Today that number has grown to almost 20%. Similarly, LinkedIn users in Canada have more than doubled to 14% from 6% in 2009.

And let’s not forget about the newest player in the game, Google+. Only a few weeks old, Google+ has made some serious noise by amassing over 10 million users worldwide. While it is still too early to tell the long term impact of Google+ on the Canadian Social Media landscape, it will definitely be interesting to watch unfold.

We are social media

53% Canadians see the Internet as an important part of their social life.

51% Canadians have visited online social network or community.

16% Canadians spend more time on social networking sites than on any website.

35% Canadians visit a social networking site at least once a week, 19% on a daily basis.

90% Canadian socializers are on Facebook, 10% on Twitter, 9% on LinkedIn.

• Canadians visit YouTube more frequently than any other nationals. In 2010, they spent an average of 4.4 hours a month watching videos on YouTube.

5% have shared their current location with members of an online community

Sources: The Ipsos Canadian inter@ctive Reid Report 2011 Fact Guide; The Globe and Mail What makes Canadians spend more time online?, 2010

Facebook is still on the lead

16,9 million active Canadian users a month, 9 million users a day

• Average of over 400 minutes on Facebook per month, 20 minutes a day

• Average of 190 friends per user

60% of Facebook users who become a fan of a brand (or cause) are more likely to recommend it to a friend

For more Canadian stats see this super you tube video

Hope you find this useful


Amateur Hour is over! It is time to get Serious about Social Media

 For those who read my blogs you know that I feel very strongly that those organizations that are in the marketing and communications business and have not developed a social media and digital engagement strategy will be “left out in the cold”

A recent article in the Globe and mail suggests that it is time to adapt to social media – or face the consequences.

These days, having a social media presence – and knowing how to properly use it is becoming an important part of marketing and communications in both the private and public sector.

Yet many organizations have no idea where to begin and what steps they should take to get the most out of social media. Some organizations continue to doubt the need for engaging with their audience/client online and put up barriers to developing a strong social media presence.

But social networking is here to stay, and in the future it will play an increasingly important role to those who are in the marketing and communications field. Many public sector and non-profit organizations have not reaped the benefits of social media and change their corporate culture enough to accommodate this shift.

One of the most important elements of success in the area also sounds like the simplest: Create a social media strategy that spells out your organizations goals and how to achieve them.

One of the big challenges organizations are facing is what part of the organization should be responsible for social media and digital engagement, Marketing or Communications. My response is it depends on the organizations structure. Obviously I would prefer it to be in the marketing department but whatever your organization decides, make sure that someone is in charge and coordinating all of the social media and digital engagement activities.

Organizations that are effective in the use social media effectively have decided who is responsible for the social media plan, and the governance model used to oversee it. But even the best-laid plans will result in failure if there’s no willingness to be innovative, (especially in government), and allow staff to embrace creativity in the world of social media.

Organizations are always looking for quick fixes but with social media “It’s not something you can just flip a switch on,” says Jason Falls, CEO of Social Media Explorer, a platform that focuses on information and educational products related to social media and digital marketing. “It takes time to cultivate those relationships.” Source

So get with the program, the new era of social media is having a major impact on what and how organizations communicate with key audiences — both external and internal. The world of one-way communication, of one source to many readers, viewers or listeners — is rapidly changing into a multi-facetted communications universe, where mass customization and increased relevancy are made possible.

To take advantage of the opportunities and deal with the challenges presented by this new universe, public sector and non-profit organizations need to employ a strategic approach to enhancing and opening up communication channels with target audiences through the use of contextually relevant social media tools and applications.

The Centre of Excellence for Public Sector Marketing (CEPSM) have specifically tailored social media and digital marketing training for government and non-profit sectors . To check out our workshops and training go to our web site. Also you should subscribe Mike Kujawski’s blog /


Guide to briefing a Marketing Research Supplier for a Social Marketing Campaign

Over the years I have often heard marketing research suppliers tell me that their clients are rarely prepared for a briefing on their social marketing research study. This leads to poor results and worst wasting social marketing dollars. As a result I am posting a section of my Social Marketing Workbook (designed to provide users with an end-to-end planning tool that lays the groundwork for a successful social marketing program. For more information on the workbook go to on how to brief a marketing research supplier (external or internal).
I hope you find it useful.
Research is a key element for every component of the social marketing process. In many instances it is usually contracted out to a marketing research company. However in some cases the research is done internally. In any case, to get the information you want from the research you are conducting it is critical that you prepare a Marketing Research Brief.
Writing a Marketing Research Brief is an essential first step in any market research exercise. It will help those doing the research develop a relevant and appropriate research study. The very act of writing a brief enables the social marketer to prioritize the objectives and planned outcomes of the research. The more time spent planning the research, the better the outcomes may be.

Ultimately, preparing a Marketing Research Brief helps you clarify your objectives and prioritize what you want from the research. The brief helps the researcher come up with the most appropriate research solution, and to give you the best “bang” for your research budget.

The starting point of any good brief is always the social marketing objectives. Collaborating with relevant organizations and/or partners involved in the campaign at the outset will save time by ensuring all key objectives are included in the brief. The more focused the objectives, the more focused the result! An overview of the key relevant issues to the project and details of recent studies provide valuable background information. Indeed, one of the most useful pieces of background information is accurate information on the size and structure of the target audience.

Social marketing objectives should be summarized separately from research objectives.

You may have a preferred methodology, or if you are working with a contractor it is important that they provide you with several alternative options costed in their proposal (for example, alternative options of conducting focus groups and in-depth interviews).

The time required to conduct research is largely driven by the scale of the exercise (e.g. number of interviews) and type of data collection (e.g. face-to-face interviews will take longer than online surveys). Hard-to-reach audiences will have a much greater impact on the length of time required to conduct interviews. If the research needs to be conducted within a limited time frame, or if there is a key reporting date to be met, including this information upfront will have a significant impact on the type and scale of research methodology. Interim results can always be presented against a series of key milestones.

Marketing Research Brief Guide
Always start the process with a review of secondary research. During this process information gaps will undoubtedly be uncovered or identified. It is helpful to have an overall research and evaluation plan. This is usually developed as one part of your overall social marketing strategy. You will need to decide if you need to start off with quantitative or qualitative research to find out what might motivate your audience to change their behaviour.
Your brief provides a context for the researcher. They need to know where the research fits within your overall social marketing strategy. It is really helpful for the researcher to know why you wish to undertake the research and how it will be used. If previous research has been undertaken provide information about what has been completed to date. If there are any particular political imperatives it may be helpful to let the researcher know as well.

A great Marketing Research Brief possesses clarity, displays depth of thought, and most importantly, provides direction.

The following headings are the areas you should cover in your brief.

1. Background: (Short overview of the social marketing campaign and how the research you will be conducting will support the campaign)
2. Social marketing objectives: Outline here the overall objectives of your social marketing strategy (i.e. what you wish to achieve with your target group(s)). Include knowledge, belief and behaviour objectives.
3. Research objectives: Specify exactly what it is that you want to achieve from this research. Try to be as specific as you can.
4. Research audience: You should have a general idea of whom you are trying to reach (i.e. who are your target segments). You should outline what target group or groups you want to find out more about. Be as specific as you can. Indicate your priorities in case there is not enough budget to cover all groups.
You can define your target group(s) demographically, geographically or attitudinally (psychographics).
5. Information on target audiences: It is important that you let the researcher know of any information about your target group that you already have available. It may be from previous research that you have commissioned or from another source or it may come from the analysis of secondary research analysis you conducted. This will help the researcher identify the information gaps.
6. Checklist of key discoveries you are hoping to find out from the research. Please check the appropriate boxes below.

Check off those that are relevant to your study:
 To better understand current behaviour, knowledge, attitudes, perceptions and values of target audiences.
 Knowledge gaps (i.e. facts that could motivate the target audience to change attitudes and behaviour). For example, benefits of the proposed behaviour and what tools they can access to help them with behaviour change.
 Better understanding of competing barriers and benefits? For example, barriers that discourage target audiences from adopting the desired behaviour and how you can help the target audience overcome barriers to behaviour change
 Which target segment(s) is most ready, willing and able to change their behaviour? For example, which segments are more likely to respond to a social marketing campaign “best”? (Low-hanging fruit)
 What the target audience believes are the most efficient marketing communications tactics/channels that can be used to get the social marketing message across to them.
 Place (i.e. where and when the target market performs the desired behaviour).
 Pricing issues particularly non-monetary costs:
 Time
 Psychological risks
 Physical discomfort
 Loss of pleasures
 Other

Working with Research Contractors

Research methodology

The researcher would usually make a recommendation on what methodology is most appropriate to meet your marketing research needs. However you may already have an idea of the sort of information you are after (e.g. qualitative rather than quantitative). If so let them know. Remember also to ask the researcher to provide the rationale for their recommended methodology.

Timelines, milestones and deliverables
Outline critical deadlines that you expect the researcher to meet. Deadlines might include: research proposal received, draft questionnaire completed, field work begun and/or completed, top-line results reported, final report received and presented. Be realistic. You are more likely to get good work if you have reasonable expectations in terms of timing. Along with your timings be specific about your milestones. Some people are happy just to leave the researcher alone until they have a final report to deliver; others prefer to be part of (and approve) every step of the process. Making this clear from the outset will ensure a productive relationship.
Be clear about deliverables. Do you want the researcher to do a verbal presentation of the research report? How many copies of key documents do you want? Do you want them to include all the tables in the report or just summarize the key results? Do you need an easy-to-read version of the final report to put on your website?

It is helpful to let the researcher know what kind of budget you have available as this affects what sort of research design is feasible.

Marketing research selection criteria
If your research is going to be contracted out to more than one company (i.e. it is a competitive bidding situation) it is good form to give everyone an idea of when and how you want their proposal to be presented, what criteria their proposals will be judged on, and when the decision will be made.

Feel free to contact me if you require more information
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