Comments on: The Sad State of Social Media in Canada http://www.markevanstech.com/2009/10/15/the-sadstate-of-social-media-in-canada/ Insight and Analysis from North of the Border Sat, 20 Mar 2010 13:09:29 +0000 hourly 1 By: Corporate Twitter Toolbox: Twitter Tools for the Enterprise | twitterblogger.net http://www.markevanstech.com/2009/10/15/the-sadstate-of-social-media-in-canada/comment-page-1/#comment-193626 Corporate Twitter Toolbox: Twitter Tools for the Enterprise | twitterblogger.net Wed, 06 Jan 2010 03:31:18 +0000 http://www.markevanstech.com/?p=5190#comment-193626 [...] The Sad State of Social Media in Canada (markevanstech.com) [...] [...] The Sad State of Social Media in Canada (markevanstech.com) [...]

]]> By: Connie Bensen http://www.markevanstech.com/2009/10/15/the-sadstate-of-social-media-in-canada/comment-page-1/#comment-192646 Connie Bensen Fri, 23 Oct 2009 03:22:13 +0000 http://www.markevanstech.com/?p=5190#comment-192646 Hey Mark, It was great to meet you at BWE! I am optimistic too. Over the past few months I've met many Canadians that are actively interested in implementing online communities or listening practices. I think that the state of affairs is far better than you think. Let me know how I can help. I'd love to come up to Toronto! Hey Mark,
It was great to meet you at BWE! I am optimistic too. Over the past few months I've met many Canadians that are actively interested in implementing online communities or listening practices.

I think that the state of affairs is far better than you think. Let me know how I can help. I'd love to come up to Toronto!

]]> By: markevans http://www.markevanstech.com/2009/10/15/the-sadstate-of-social-media-in-canada/comment-page-1/#comment-192177 markevans Mon, 19 Oct 2009 16:06:18 +0000 http://www.markevanstech.com/?p=5190#comment-192177 I'm happy to hear that you're doing a lot of social media work this year; it's good to hear some Canadian companies are getting engaged. Still, I'll stand by my thesis that there's not as much happening as there should be. When you've still got major brands still on the sidelines or doing just a little bit, that can't be seen as a good thing. And we're talking about large, Canadian-based companies. I'm hoping the business that you're doing is an indication that there is activity but I still think more should be happening. Thanks for the comment. Mark I'm happy to hear that you're doing a lot of social media work this year; it's good to hear some Canadian companies are getting engaged. Still, I'll stand by my thesis that there's not as much happening as there should be. When you've still got major brands still on the sidelines or doing just a little bit, that can't be seen as a good thing. And we're talking about large, Canadian-based companies. I'm hoping the business that you're doing is an indication that there is activity but I still think more should be happening.

Thanks for the comment.

Mark

]]> By: Boyd Neil http://www.markevanstech.com/2009/10/15/the-sadstate-of-social-media-in-canada/comment-page-1/#comment-192176 Boyd Neil Mon, 19 Oct 2009 12:39:16 +0000 http://www.markevanstech.com/?p=5190#comment-192176 Forgive me for taking a contrary point of view, but I am not sure you or the follow on comments are right. Three facts to take into account here: First, compare the size of our economy to that of the U.S. and use that ratio to assess penetration of social media into Canadian companies on a per company or per GDP basis; Second, consider the number of Canadian companies with head offices (and hence communications budgets) in the U.S. where decisions about social media might indeed be made given their borderless impact ; Third, the communications consultancy I work for has completed about 45 separate Canadian social media assignments (many with large retail, technology and oil & gas companies) in the last nine months alone. Not too bad really, and we aren't even a branded social media firm. Don't you think it is a bit solipsistic to extrapolate about the use of social media in Canada from personal experience alone. Forgive me for taking a contrary point of view, but I am not sure you or the follow on comments are right. Three facts to take into account here: First, compare the size of our economy to that of the U.S. and use that ratio to assess penetration of social media into Canadian companies on a per company or per GDP basis; Second, consider the number of Canadian companies with head offices (and hence communications budgets) in the U.S. where decisions about social media might indeed be made given their borderless impact ; Third, the communications consultancy I work for has completed about 45 separate Canadian social media assignments (many with large retail, technology and oil & gas companies) in the last nine months alone. Not too bad really, and we aren't even a branded social media firm.

Don't you think it is a bit solipsistic to extrapolate about the use of social media in Canada from personal experience alone.

]]> By: martinbyrne http://www.markevanstech.com/2009/10/15/the-sadstate-of-social-media-in-canada/comment-page-1/#comment-192160 martinbyrne Sat, 17 Oct 2009 02:53:40 +0000 http://www.markevanstech.com/?p=5190#comment-192160 Great post, I think this is another symptom of a larger issues which is a continuing failure by general brand leadership in Canada to innovate on any front weather they have the authority to or not. As Andrew said, ecommerce came out of the gate slow, even in-spite of the astounding number of successful examples from markets around the world. And even more concerning retailers such as Canadian Tire, The Bay and others have recently abandoned their ecommerce programs rather than transform their organizations to embrace it. I also agree with Brian in that many of these decision makers are only interested in “buying” message through channels they've used over and over for decades and are failing to recognize let alone accept that the priority and nature of societies communications channels have changed and are no longer for sale. The risk here is not only the delayed adoption of social media in Canada, but a continuing pattern of innovation malnutrition caused by the bottle neck of outdated brand management executives who threaten our economies ability to compete on a global scale. In a rapidly shrinking world we can't hope for future Canadian generations to enjoy the prosperity we have when they are half a decade behind the rest of the world in sociotechnical innovation. Great post, I think this is another symptom of a larger issues which is a continuing failure by general brand leadership in Canada to innovate on any front weather they have the authority to or not. As Andrew said, ecommerce came out of the gate slow, even in-spite of the astounding number of successful examples from markets around the world. And even more concerning retailers such as Canadian Tire, The Bay and others have recently abandoned their ecommerce programs rather than transform their organizations to embrace it.

I also agree with Brian in that many of these decision makers are only interested in “buying” message through channels they've used over and over for decades and are failing to recognize let alone accept that the priority and nature of societies communications channels have changed and are no longer for sale.

The risk here is not only the delayed adoption of social media in Canada, but a continuing pattern of innovation malnutrition caused by the bottle neck of outdated brand management executives who threaten our economies ability to compete on a global scale. In a rapidly shrinking world we can't hope for future Canadian generations to enjoy the prosperity we have when they are half a decade behind the rest of the world in sociotechnical innovation.

]]> By: Michael Cayley http://www.markevanstech.com/2009/10/15/the-sadstate-of-social-media-in-canada/comment-page-1/#comment-192151 Michael Cayley Fri, 16 Oct 2009 18:32:55 +0000 http://www.markevanstech.com/?p=5190#comment-192151 Here is a real quote from a Canadian SVP with a brand that you know ... "We are not adopting social media and if we were, that decision would be made in the US." Remarkably this comment was made in an email on an introduction thread initiated by an influential who is well connected to journalists. What insights does this contain? The SVP has no fear that the comment will reflect their lack of initiative, their knowledge, their lack of responsibility for the Canadian market - they perceive no threat. Even if they are sick of getting too many introductions to talk about social media, why put a comment like this in an easy to spread email to a hack & a blogger? Perhaps some demographics at work in Canada that heighten the new digital divide? <a href="http://bit.ly/DrRui" target="_blank">http://bit.ly/DrRui</a> Clearly there are very tightly bound social networks in pockets across Canada that make this guy feel safe and can stifle innovation. <a href="http://bit.ly/ysjB" target="_blank">http://bit.ly/ysjB</a> I don't think the recession has anything to do with it. Its cultural. We are spending billions to cope with the recession & the most imagination that we can show is digging ditches (uh, oh ... building infrastructure) & spending $1.4 million per job to save GM. Andrew - I think that you are saying that social media with become completely integrated into marketing. I agree. Marketing is being completely re-architected because of social media. Global leaders are adopting Enterprise 2.0 right now. <a href="http://bit.ly/ePgs" target="_blank">http://bit.ly/ePgs</a> Gov 2.0 is happening. <a href="http://changecamp.ca" target="_blank">http://changecamp.ca</a> Predictions Markets are being put to work. <a href="http://bit.ly/CNUXt" target="_blank">http://bit.ly/CNUXt</a> But Mark is right - Canada is not leading or even fast following. Our SVP working for a big American brand is not really the problem. 95% of the Canadian economy is driven by small business that has difficulty adopting to radical change like we have witnessed since broadband over took slower connections in 2004. How about a government tax break aimed at helping these businesses scale to the global opportunity instead of encouraging me to use my own money to paint my house? Here is a real quote from a Canadian SVP with a brand that you know … "We are not adopting social media and if we were, that decision would be made in the US." Remarkably this comment was made in an email on an introduction thread initiated by an influential who is well connected to journalists.

What insights does this contain?

The SVP has no fear that the comment will reflect their lack of initiative, their knowledge, their lack of responsibility for the Canadian market – they perceive no threat. Even if they are sick of getting too many introductions to talk about social media, why put a comment like this in an easy to spread email to a hack & a blogger?

Perhaps some demographics at work in Canada that heighten the new digital divide? http://bit.ly/DrRui Clearly there are very tightly bound social networks in pockets across Canada that make this guy feel safe and can stifle innovation. http://bit.ly/ysjB

I don't think the recession has anything to do with it. Its cultural. We are spending billions to cope with the recession & the most imagination that we can show is digging ditches (uh, oh … building infrastructure) & spending $1.4 million per job to save GM.

Andrew – I think that you are saying that social media with become completely integrated into marketing. I agree. Marketing is being completely re-architected because of social media.

Global leaders are adopting Enterprise 2.0 right now. http://bit.ly/ePgs

Gov 2.0 is happening. http://changecamp.ca

Predictions Markets are being put to work. http://bit.ly/CNUXt

But Mark is right – Canada is not leading or even fast following.

Our SVP working for a big American brand is not really the problem. 95% of the Canadian economy is driven by small business that has difficulty adopting to radical change like we have witnessed since broadband over took slower connections in 2004. How about a government tax break aimed at helping these businesses scale to the global opportunity instead of encouraging me to use my own money to paint my house?

]]> By: Andrew Jenkins http://www.markevanstech.com/2009/10/15/the-sadstate-of-social-media-in-canada/comment-page-1/#comment-192146 Andrew Jenkins Fri, 16 Oct 2009 15:05:29 +0000 http://www.markevanstech.com/?p=5190#comment-192146 Great post and so true. I couldn't agree with you more about positioning yourself as a marcom and branding strategist. Social Media is being hyped right now but will simply become an everyday part of marketing. Where companies continue to fail is in developing a comprehensive and integrated strategy that incorporates social media rather than relies on it entirely. Sadly, a great deal of time has been and will continue to be spent on educating the Canadian marketplace re Social Media with little money changing hands between teachers and students. It was the same with e-commerce ten years ago. I worked for a Canadian software company specializing in e-commerce software. 90% of our revenue came from the US. It was only after three years of validation in the US that we started making real progress in the Canadian market. Great post and so true. I couldn't agree with you more about positioning yourself as a marcom and branding strategist. Social Media is being hyped right now but will simply become an everyday part of marketing. Where companies continue to fail is in developing a comprehensive and integrated strategy that incorporates social media rather than relies on it entirely.

Sadly, a great deal of time has been and will continue to be spent on educating the Canadian marketplace re Social Media with little money changing hands between teachers and students.

It was the same with e-commerce ten years ago. I worked for a Canadian software company specializing in e-commerce software. 90% of our revenue came from the US. It was only after three years of validation in the US that we started making real progress in the Canadian market.

]]> By: brian moffatt http://www.markevanstech.com/2009/10/15/the-sadstate-of-social-media-in-canada/comment-page-1/#comment-192142 brian moffatt Fri, 16 Oct 2009 14:29:23 +0000 http://www.markevanstech.com/?p=5190#comment-192142 if corporate social media is to flourish in canada it needs to be removed from the hands of marketers. marketing in this country is and will only ever be about messaging. social media is about listening and learning. customers and citizens in canada are way out in front on this and companies in canada - which generally provide lousy customer service (vs US companies) usually because they do not want to be bothered listening - are lost. these are huge generalizations i realize, but it's a start. If the social media budget is in the hands of the CMO, forget about it. Let's keep in mind social media is a threat to corporations/companies/institutions. Not a perceived threat, an actual threat. Can't message your way out of that corner. if corporate social media is to flourish in canada it needs to be removed from the hands of marketers. marketing in this country is and will only ever be about messaging. social media is about listening and learning. customers and citizens in canada are way out in front on this and companies in canada – which generally provide lousy customer service (vs US companies) usually because they do not want to be bothered listening – are lost. these are huge generalizations i realize, but it's a start. If the social media budget is in the hands of the CMO, forget about it. Let's keep in mind social media is a threat to corporations/companies/institutions. Not a perceived threat, an actual threat. Can't message your way out of that corner.

]]> By: Singapore SEO http://www.markevanstech.com/2009/10/15/the-sadstate-of-social-media-in-canada/comment-page-1/#comment-192140 Singapore SEO Fri, 16 Oct 2009 05:06:35 +0000 http://www.markevanstech.com/?p=5190#comment-192140 My sense is that U.S. companies are embracing and using social media significantly more than Canadian companies. As a result, there’s more business for social media consultants, strategists and social media monitoring services. If you’re a social media consultant or strategist, you can probably make a good living south of the border. You should consider yourself fortunate to live near the border. What Canadian consultants could do is to offer cheaper rates than the Americans. :D My sense is that U.S. companies are embracing and using social media significantly more than Canadian companies. As a result, there’s more business for social media consultants, strategists and social media monitoring services. If you’re a social media consultant or strategist, you can probably make a good living south of the border.

You should consider yourself fortunate to live near the border. What Canadian consultants could do is to offer cheaper rates than the Americans. :D

]]> By: 1day1brand http://www.markevanstech.com/2009/10/15/the-sadstate-of-social-media-in-canada/comment-page-1/#comment-192139 1day1brand Fri, 16 Oct 2009 02:30:44 +0000 http://www.markevanstech.com/?p=5190#comment-192139 Here's another (far-fetched?) explanation: the recession. The US was hit harder than Canada. This left those south of the border with more time to dabble in SM, see the light and spread the word. On top of that, US firms had to reduce their traditional advertising spend but have maintained or increased online spend. Add the American flair for risk taking and you've got a good milieu for Social Media to take off. Here's another (far-fetched?) explanation: the recession. The US was hit harder than Canada. This left those south of the border with more time to dabble in SM, see the light and spread the word. On top of that, US firms had to reduce their traditional advertising spend but have maintained or increased online spend. Add the American flair for risk taking and you've got a good milieu for Social Media to take off.

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