An attention-grabbing headline appeared late last month courtesy of TNS Canada. According to a global survey conducted by the company, 54 percent of Canadians did not want to engage with brands through social media. While that may seem like a high number, Canadians are actually more accepting of companies infiltrating their social media networks than our American and British counterparts at 60 and 61 percent respectively.
The Digital Life survey looked at how 72,000 consumers (including 1,000 Canadians) behave online and how brands across Canada and around the world are faring when it comes to engaging consumers through social media.
Some interesting findings as they relate to Canadian consumers include:
- Only 28 percent of Canadians comment on/engage with brands online compared to the global average of 47 per cent.
- Although only 44 per cent of Canadians see social networks as a good place to learn about brands, this goes up considerably – to 81 per cent – when a friend recommends or endorses at brand.
- 39 per cent of Canadians who post comments on companies do so because they want to share advice.
- Findings show that more Canadians like to praise than complain online (16 per cent vs 12 per cent).
- The adoption of shopping via mobile is also on rise in the Canada – 13 per cent of mobile Internet users in Canada shop on their phone.
So what can Canadian brands learn from this survey?
According to Ron Caughlin, Vice President, Marketing and Digital at TNS Canada:
“It’s a ‘Digital Wasteland’ out there – winning and maintaining brand loyalty is now harder than ever. Misguided digital strategies are generating mountains of digital waste, from friendless Facebook accounts to blogs no one reads, which is polluting the digital world and making it harder for brands to be heard. While the online world presents massive opportunity for brands, this requires tailored marketing strategies to realize this potential.”
As with all communications efforts, understanding your audience comes first when determining what strategy and tactics a brand should use to reach the consumer effectively. Listening to what consumers are saying about you and your industry is the best place to start.
Many Canadian brands have been able to successfully engage Canadian consumers by offering unique and tailored content through social media. The key is to create an online space that offers customers and potential customers something above and beyond what they gain though other marketing efforts and purchase experience. One excellent example is Mountain Equipment Coop who has done a great job of creating a place where adventure seekers can post photos and share travel tips on the MEC Facebook page.