DIGITAL - 2017 Social Marketing Planning Guide

As you plan 2017 are you looking for some guidance to set you up for social marketing success?

Social, digital, mobile - they are all vital to business success today and even more in the future.

Simply Measured has created a 2017 Social Marketing Planning Guide that takes a look back at the trends of 2016, including what is on its way out and what is on its way in, and planning tips for this year.

The guide includes:                               

• A roster of which trends will and won’t survive 2016
• An exploration of fresh trends you should think about in 2017
• A checklist to help you get started with your planning today
• Some examples of common social objectives and Key Performance Indicators (KPI) for major brands
• A list of resources to consider as you put together your 2017 plan.

While you may know that ad-blocker usage has been growing through 2016, showing more resistance to traditional “billboard” style ads, what does that mean to your social marketing plan?

According to the guide:                                    

“Digital marketing, and social in particular, is where your brand can get creative, disseminate well-made content, startle audiences into paying attention, and experiment with strategies on a more temporary basis. Unless your brand is clearly spreading spam or worthless, offensive content on social, you likely will not be blocked by your target users. This is the digital and social marketer’s advantage.”

Traditional TV viewership is declining especially among teenagers and young adults, making social media video even more important going forward.

Dark Social refers to the sharing done through non-public channels like Facebook Messenger, Twitter DM, Slack, or even text message and email and is something that many social marketers have been ignoring.

There’s a lot of sharing going on behind the scenes that can be taken advantage of and the guide shares some tips on how to do so - like using hash fragments.

Not enough visuals, too many "salesy" posts and too much automation are passé this year.

One of the highlights of the guide is the resource section.

If you are interested in the top LinkedIn groups to join or people to follow for social marketing trends, there’s a list.

The best Twitter lists, blogs and email lists are also included to get your social marketing to the next level.

Download the guide to learn more.

DIGITAL - LinkedIn Changes: What Marketers Need to Know

Design changes to LinkedIn are rolling out to account holders.

Many of the updates align the desktop version more closely to the mobile version - making a smoother transition between the two.

The dimensions of the background photo have changed and LinkedIn has made it easier to write posts, find new contacts and interact with connections.

The content sharing section is in the centre of the clean looking homepage and includes an easy to access button to create an article, which is the same as publishing a long-form post on LinkedIn Publisher.

The biggest change is to the Search section which no longer has the advanced search options - you need to purchase LinkedIn Premium for advanced search, saved search and tagging.

The profile section is now called Me - just like the mobile app - and contains a new section called Accomplishments where you can add publications, courses, projects, certifications, honours, awards and patents.

Interactions have been given their own section in the new interface. The section also includes who has followed you, engaged with your content, has a work anniversary or published an article, and more.

Messaging, Jobs and Ads seem to be the only areas that have not been changed.

Vivika von Rosen, author of "LinkedIn Marketing: Hour A Day" and listed on two of Forbes “Most Influential Social Media” lists, has written a comprehensive account of the LinkedIn interface changes for Social Media Examiner.

Read her entire article.

EDITORIAL - SalesForce Bid Increased Microsoft's Cost per LinkedIn Member/Subscriber

According to details released on Friday, a bidding war with Salesforce.com increased the cost Microsoft paid for LinkedIn by nearly US$6 Billion.

 

Read the copyrighted Financial Times article by Richard Waters in San Francisco

As InfoStream reported earlier, no matter how you attribute the cost of the LinkedIn acquisition, the cost (433 million LinkedIn Members @US$60, 105 million Active Members @US$254 or 2 million Paying Subscribers @US$13,000) of acquiring a member/subscriber based enterprise has increased rather dramatically.

The casual observer may wonder why this increased value and interest in member or subscriber driven enterprises. The reader may find the answer surprising.

Instead of reducing the cost of client acquisition, the Internet has actually driven expenses higher and made many campaigns less effective.

There are several reasons for this: The number of 'channels' increased substantially further fragmenting the audience and increasing the cost to reach consumers; The promise of big data and campaigns using SEO or SEM tactics did not anticipate a dramatic move to mobile devices where these tactics are much less effective; The rising skepticism of the mobile consumer who values authenticity and self discovery over 'blast and cast' voucher, coupon and discount campaigns; and finally, The agility of the member/subscriber based enterprise to respond to 'trending' consumer demand with speed (time to market), trust (brand confidence) and the reduction or elimination of market-wide campaigns (lower direct cost, higher margin).

In the war rooms of content and media channels, advertising agencies and marketing departments there is consternation and confusion about what to do next.

Against this backdrop, the idea of acquiring an existing base of 'members or subscribers' may be seen as the least cost, most timely and therefore the most financially efficient method of developing or increasing the number of customers that can be exposed to a brand's product or services.

Organizations that develop members or subscribers in a trusted ecosystem are therefore accorded the highest value by brands who wish to expose their services or products to prospective clients.

About Executive Producer, Larry R. Evans:

Larry Evans is a futurist, a brand developer and a collaboration advocate. He is Principal of The Paradigm Corporation, which is headquartered at Thunder Ridge just outside Crossfield, Alberta, Canada. He is known for bringing a unique and predictive lens to paradigm shifts during a career that spans 45 years. Now from his wheel chair, he brings a grounded, tenacious view of brand, client rights and trusted relationships for the digital age. His perspective and values influence his life, business and ministry.

Beware Those Who Don't Get the Microsoft-LinkedIn Deal

The graphic accompanying the announcement of the Microsoft/LinkedIn deal showed the World's leading professional Cloud and the World's leading professional Network collaborating to create a more connected, intelligent and productive experience.

However, post announcement analysis includes a number of nay-sayers. 

Peter Bright of ARS Technica wrote, "I’ve slept on it—I’m still baffled at Microsoft buying LinkedIn for US$26.2B. Microsoft is buying the cow when all it wants is some milk." He goes on to reflect upon the dismal record of other Microsoft purchases and the dismal performance (GAAP) of LinkedIn.

There are other similar opinions being expressed. Perhaps they have missed the fact the world has changed. Acquisitions in the emerging digital economy have little to do with GAAP or other legacy paradigms and much to do with time to market, cost of acquisition and the need to improve the experience or gain the trust of those who can be served.

The Canadian acquisition of Wind Mobile by Shaw late last year was puzzling to some analysts who examined the free cash flow of some 940,000 Wind subscribers (CA$18/mth) against the CA$1.6 billion cost of acquisition (CA$1,700+/subscriber). Perhaps they missed Shaw's need for a fast tactical and strategic realignment to the small screen. History will likely prove Shaw's acquisition was also a sound financial decision since acquiring subscribers exhausts time and resources like no other business investment.

Earlier today a comment about the Microsoft deal on the Harvard Business Review forum provided a different view. Doug Laney, VP and Distinguished Analyst, Chief Data Officer Research and Advisory, Gartner, suggests Microsoft may have stolen LinkedIn. At $26.2B or US$60.51/user Microsoft is paying less than investors valued both Facebook ($80.95/user) and Twitter ($101.70/user) at the time of their IPOs.

Other information appearing around the Microsoft/LinkedIn transaction provide clues about sources of revenue as well as the size and characteristics of LinkedIn's subscriber base: 433 million users on record, 105 million active members and 2 million paid subscribers. 

Investors should be cautious with financial advisers who don't understand this deal. The information available from LinkedIn may be a useful resource to model and evaluate other emerging networks they find interesting. 

We expect there will still be a strong return on investment and much opportunity for both Microsoft and LinkedIn to explore as they move forward.

About Executive Producer, Larry R. Evans:
Larry Evans is a futurist, a brand developer and a collaboration advocate. He is Principal of The Paradigm Corporation, which is headquartered at Thunder Ridge just outside Crossfield, Alberta, Canada. He is known for bringing a unique and predictive lens to paradigm shifts during a career that spans 45 years. Now from his wheel chair, he brings a grounded, tenacious view of brand, client rights and trusted relationships for the digital age. His perspective and values influence his life, business and ministry.

Microsoft Pays $60+ per Member to buy LinkedIn

Adding LinkedIn's 105M active monthly users to Microsoft

This morning we learned of one of the largest deals to be made in the history of Microsoft. In a cash deal worth more than USD26 Billion, Microsoft has agreed to purchase LinkedIn. Paying a premium of 49% over the trading price, Microsoft's offer represents USD196 per share or more than USD60 for each of the 433 million LinkedIn members. When the deal is approved by regulators, LinkedIn will become an independent unit within Microsoft, lead by LinkedIn chief executive, Jeff Weiner.

A quick analysis of the research data shows 24% of LinkedIn's 433 million members are reported active on a monthly basis. This means Microsoft has paid about USD249.52 per active subscriber/member. Further analysis of the data may be necessary to determine the number of premium subscribers and regular members that actually stay in place through the transition.

Microsoft stock dropped today, as investors expressed skepticism about the deal, the lack of profitability at LinkedIn and/or recent hacks of LinkedIn data. However, analysts have generally taken a positive view of this transaction.

"The acquisition makes sense in respect of Microsoft's link with enterprise in its cloud platform and portfolio of enterprise business services," professor Mark Skilton of Warwick Business School said in a CBC interview. "It will help Microsoft build out its enterprise services capabilities."

Marvin Ryder, an assistant professor at McMaster University's DeGroote School of Business as quoted by CBC said, "This is the way the world is going. Everything is  moving toward some kind of social media. If you're not there, like if you don't have something on mobile, you can't really compete. This positions them (Microsoft) for 2020 and beyond."

Mike Murphy writer for the online channel Quartz noted that two-thirds of LinkedIn’s USD2.9 billion in revenue last year came from services sold to human resources departments to find the right candidates for job openings, a business LinkedIn calls "Talent Solutions.”

Microsoft had earlier attempted to acquire Salesforce but as Murphy notes, they already have a software platform, branded Dynamics which mimics Salesforce. LinkedIn already is a go-to site for salespeople looking to learn more about clients, leads, and companies. Now LinkedIn will be part of a suite of products that Microsoft’s salespeople can hawk to business customers.

Microsoft CEO Nadella wrote in his email to Microsoft employees: "This deal brings together the world’s leading professional cloud with the world’s leading professional network. I have been learning about LinkedIn for some time while also reflecting on how networks can truly differentiate cloud services. It’s clear to me that the LinkedIn team has grown a fantastic business and an impressive network of more than 433 million professionals."

"Think about it: How people find jobs, build skills, sell, market and get work done and ultimately find success requires a connected professional world. It requires a vibrant network that brings together a professional’s information in LinkedIn’s public network with the information in Office 365 and Dynamics." 

"As these experiences get more intelligent and delightful, the LinkedIn and Office 365 engagement will grow. And in turn, new opportunities will be created for monetization through individual and organization subscriptions and targeted advertising," he stated.

Watch the Interview with Microsoft's Nadella and LinkedIn's Weiner

As an active LinkedIn member almost since the beginning and for the past three years a Premium subscriber I can attest the service has been very useful. It isn't surprising to me that Microsoft would find the company attractive. 

However, the most interesting aspect of this deal is the value Microsoft has placed on the subscriber/members they are acquiring with little or no subscriber revenue. It is becoming increasingly common for large brands to acquire active residual subscriber/members for cash. The development of subscriber/members takes more time and more money than an agile brand in the new economy can afford. In my opinion, the competition for trusted subscriber/member relationships has only just begun.

About Executive Producer, Larry R. Evans:
Larry Evans is a futurist, a brand developer and a collaboration advocate. He is Principal of The Paradigm Corporation, which is headquartered at Thunder Ridge just outside Crossfield, Alberta, Canada. He is known for bringing a unique and predictive lens to paradigm shifts during a career that spans 45 years. Now from his wheel chair, he brings a grounded, tenacious view of brand, client rights and trusted relationships for the digital age. His perspective and values influence his life, business and ministry.

DIGITAL - A Comprehensive Guide to the Perfect LinkedIn Profile

LinkedIn is the digital media channel to build your business, share content with other professionals, connect with colleagues, business partners, and even potential employers, and showcase your skills and achievements.

Do you wonder how to get more recommendations and how to get your profile to stand out amongst the thousands out there?

Learn how to maximize LinkedIn for your business with some of the following resources.

The folks at LeisureJobs created an in-depth infographic that covers everything from the do’s and don’ts of a LinkedIn profile to search engine optimization tips to help your profile show up in search results.

To take your business to the next level, Hubspot has a free three-part kit full of great information - How to Use LinkedIn for Your Business, How to Use LinkedIn for Professional Networking and How to Optimize Your LinkedIn Profile.

Click infographic link above for full-size image

DIGITAL - Tips: Effective Posting on Popular Social Media Sites

Do you look at the different digital media networks and wonder what the difference is? Why a story or idea works on one and not the other?

You’re not alone. It can be challenging to figure out the different platforms.

Here are some tips for posting on the most popular digital media networks.

Timing is Everything

The best time to post on digital media depends on the platform, the region, the content of your post and your goals.

Hubspot recently created an infographic which includes best times for a variety of platforms. Use this as a guide, measure your own results and go from there.

Use Hashtags Wisely

It used to be the humble pound sign and now it’s a way to hone in on different topics online. Hashtags are used and can connect conversations on Twitter, Instagram, Pinterest, Google+, and Tumblr.

Hashtags should be specific and cater to the social network you’re using. Before posting, plan the hashtags you want to use for your organization’s general posts and do the same for campaigns.

Facebook – Start a Conversation

Most Facebook users are chatting with friends or catching up on news, so it’s a great medium for telling stories and asking questions.

Posts on Facebook get more attention if they include a photo. Keep your photo in the 1200 x 630 pixel range.

Use Facebook insights to see which posts get the most engagement and make adjustments using this data.

Pinterest – Inspire and Educate

People on Pinterest want to buy a new product, learn a skill or find a new project, so informative posts are the most popular.

It is often used as an internet bookmarker – saving and storing links from all over the world in an easy-to-use, pretty platform.

Resize your photos to 600 x 1200 pixels and spread your posts out over time rather than uploading a lot at once.

LinkedIn – Professional Posts

Users approach LinkedIn with a work mind-set and it’s the place to share industry strategies and updates.

The tone of conversations should be like speaking with peers and potential clients. Unlike other digital media platforms, you can use industry terminology and it won’t be out of place.

Images boost engagement and work best if they are horizontal and about 646 x 200 pixels.

You don’t need to share or update every day because LinkedIn users don’t check in as often as other platforms.

Twitter – Up to the Minute Conversations

Twitter users are following news at a specific moment in time and want to talk about it.

Your space is limited to 140 characters and it’s a great platform to share news, updates and answer questions.

The use of hashtags began on Twitter in 2007 and is now the norm.

Adding images to your tweets can increase your retweets by about 150%. Horizontal 440 x 220 pixel images are best.

Instagram – Visual Perspective

Beauty, inspiration and entertainment are what Instagram users look for.

Images are number one, but the captions are also very important. It’s a great place for a call to action, a quote or a story about your photo.

Instagram images used to have to be square, but the platform recently gave the option for vertical and horizontal images. Don’t forget to add a logo or other branding element to insure you benefit from any ‘regramming.’

While it’s easiest to post the same information on every platform, it’s much more effective to customize posts for each. Start with the overall message along with a graphic, and make changes to fit – it’s worth the extra time and effort.

2014 Social Media Trends

There are few people who would consider themselves a stranger to social media in 2013. About 14% of the earth's population are on Facebook. More than 500 million people have Twitter accounts and YouTube garners over 1 billion unique visitors every month.

As we enter 2014, businesses and organizations are recognizing the opportunities offered by online and social marketing and changing several facets of their business strategies. A common thread with all projected trends is duration and simplicity. Users want to see concise messaging and prefer images and short video clips.  

A 2013 study by Manta showed that 49% of small businesses surveyed increased the time spent on social media from 2012 to 2013. The same found that 26% of businesses spent a majority of their investment dollars on online advertising, marketing and social media despite 40% of businesses seeing only between $100 and $1000 Return on Investment (ROI) from social media activities. This suggests that while the ROI from social media has yet to be mastered, most organizations see a benefit to maintaining stable social channels.   

This article on Business 2 Community (B2C) forecasts Twitter will surpass Facebook in 2014. This plays into other reports which maintain that User Generated Content (UCG) will drive social marketing in the new year. Connecting with an audience by asking them to share experiences in photos and short status updates will be the key to attracting and retaining customers.  

In 2014, social media experts anticipate marketing will transition from monologue to dialogue as UCG is facilitated and consumers are invited to join conversations and engage in brand development. 

Several reports anticipate that images will outrank content for user engagement. A strong info graphic will not only hold the interest of users and keep them engaged longer but will also lend itself as brand advertisement.

Finally, hashtags will become the leading online search tool as every major social media channel accepts and encourages its use. The hashtag allows users to join conversations, follow events and search exclusively for products, thoughts and experiences.  

2013 Social Media Statistics 

• 1.5 billion Facebook users
• 500+ million Twitter users
• 500+ million Google+ users
• 238+ million LinkedIn users
• 130+ million Instagram users
• 70+ million Pinterest users
• over 1 billion+ unique monthly visitors on YouTube

Where in the world is Dr. David Goodnight?

David B. Goodnight, DVM, MBA, completed his activities for Nestle Purina PetCare during the second quarter of 2013. With 35 years of experience in animal healthcare and a unique ability to think about the future, no-one expected Goodnight to be idle long.In early July, Brakke Consulting, Inc., Dallas, Texas, announced Goodnight had rejoined one of the industry's most seasoned management team as a senior consultant.A Dallas native, Goodnight received his DVM degree from Texas A and M University in 1977 and his MBA from Southern Methodist University in 1988. Some will recall that Goodnight’s first stint with Brakke was from 1997 to 1999, following 19 years of veterinary practice. During that time, Goodnight established the Practice Management Group, and conceived/executed the 1998 Brakke Management and Behavior Study, a landmark survey on the financial business practices of companion animal veterinarians sponsored by Bayer Animal Health. Goodnight then joined Veterinary Pet Insurance as Executive Vice President of Business Development, managing sales, customer service and marketing.Goodnight returned to Brakke in 2004 for 18 months before joining Nestle Purina PetCare Co. to launch a new pet insurance company. PurinaCare Pet Health Insurance was launched in 2008 and was later sold to other interests. The most important development of Goodnight's involvement is the Partners in Wellness program which he conceived in 2011 and launched in 2012. Partners in Wellness, is a patent-pending, turnkey software solution that veterinarians can use to create and offer customized wellness programs for their clients.Earlier today, UK based insurance software provider Aquarium Software Ltd, announced an expansion into the North American market with the formation of Aquarium Software, Inc. and the retention of David Goodnight to spearhead market entry.  Building on Aquarium’s recent deployment with Pets Plus Us in Canada, David will be responsible for establishing and assisting with the staffing of Aquarium’s North American office based in Kerrville, TX. In addition Good night will assist with business development, oversee and manage North American customer relations. In a phone call early this morning Goodnight advised he expects the initial focus will be on the pet insurance industry where Aquarium Software has unique operating and cost advantages.

Contact Goodnight on LinkedIn

PIJAC Canada launches on LinkedIn

PIJAC Canada announced they have launched a company site on LinkedIn. The self-asserted voice of the Canadian pet industry plays an important role in the professionalization of member retailers, distributors and service providers across Canada.

Follow PIJAC online

Top Notch Dog Parks

Have a look at these 5 Fantastic U.S. dog parks. Are there top notch, noteworthy dog parks in your municipality? What elements make a fantastic dog park? The Association of Pet Dog Trainers outline a list of what's needed for a great dog park: 

• Materials for cleaning up after dogs
• Drinking water and shade
• Enough space to avoid crowding
• Separate areas for small and large dogs
• More than one entrance and exit 
• Agility equipment, natural visual barriers and other interactive features

Please share your thoughts in the comments section below or visit the Urban Animal Program LinkedIn Group to join the conversation! 

Designed for Dogs: 5 Fantastic Dog Parks Across the U.S.

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Summit - IAMS Presenting Sponsor of 2012 International Summit for Urban Animal Strategies

Seven years ago, the IAMS company was a founding partner with other industry allies to establish the International Summits for Urban Animal Strategies (ISUAS). In 2012, IAMS is once again the presenting sponsor of the Summits and the Summit Awards Gala. 

The Summit has become an important aspect of the companion animal sector, bringing together thought leaders from across North America to create awareness and understanding in the industry. The conversations started at the ISUAS are leading to healthier communities for pets and people and IAMS has played a critical role in influencing them. 

"The IAMS mission is to enhance the health and well-being of dogs and cats everywhere," said IAMS spokesperson, Joyce Law. 
"In addition to providing advanced nutrition to dogs and cats, we are proud to be longstanding partners with leaders in the animal welfare industry and the ISUAS."

Accomplishments this partnership has achieved include an increased level of dialogue between all industry stakeholders, more responsible pet families, increased awareness and value for cats, the OpenSpace agenda of industry issues and increased sharing of resources to accomplish specific programs. 

Contact your IAMS representative for information on registering for the 2012 ISUAS in October or to submit a nomination for the Summit Awards. 

BECOME AN ISUAS DELEGATE

JOIN THE SUMMIT GROUP ON LINKEDIN

Interview - Larry Evans, executive producer of the ISUAS

Larry Evans is the president and CEO of PetLynx Corporation and the executive producer of the Summits for Urban Animal Strategies. His numerous accomplishments in the industry begin with inception and success of PetLynx in 2001 and have reached across the industry and the nation with his countless insights and revelations in all four sectors of the companion animal sphere. InfoStream caught up with Larry at PetLynx headquarters in Calgary, Alberta: 

InfoStream:  There's plenty of information about how the Summit came to be and the vision that draws this group of professionals together already online.  Today we would like to focus on the changes you are bringing to 7th Annual International Summit for Urban Animal Strategies in a few weeks.

Larry:  I would be happy to provide some perspective.

InfoStream:  We noticed in your personal blog the Summit is moving to a theatrical approach for managing the program and event. What is this all about?

Larry:  First of all, the executive thought leaders in the Summit program have explored new directions since things began in 2006. You might say it's in the DNA of these people. Quite simply, the early years of the Summit program were dedicated to building trust and exploring how to work together. In the past 2 years, these leaders have actually shared resources and ideas to achieve some really big wins in their communities and regions across Canada. There is now an expectation these successes will occur every year and the focus of Summit can shift a little toward recognition, inspiration and celebration which is also part of the vision. We are using a theatrical methodology to deliver an authentic experience for these professionals that will help them recharge and recover their investment of passion and emotion for this industry. After all, these are the people the industry relies upon to make things work and it hasn't gotten any easier to be an executive leader.

InfoStream:  So who's idea was all this?

Larry:  As with most things around PetLynx there are more people to blame then not.  First of all in 2010, Karen Dawson, from Create Now was facilitating the OpenSpace session of the Summits and she brought the original idea of Improv performance to our thinking.  Then Joe Pine's book, The Experience Economy developed the rationale and reasons why we needed to think of moving toward generating a more authentic delegate experience. Finally, the surveys we conducted with Summit Alumni and Associates showed possible  improvements to the experience they were receiving.  Eventually, we decided ask sponsors to step up so we could move forward with production values we think will add real value to the Summit experience.

InfoSteam:  Just what kinds of new production elements are being worked on?

Larry:  We're working with the venue and production management to create a better IT and AV environment that allows real-time polling, online interaction and we've upgraded talent and data sharing.

InfoStream:  There are people that are no longer involved with the Summits. Care to explain?

Larry:  More than 700 people are now involved in the Summit program and somewhere around 40,000 in the social communication program, which is more than at any other time in Summit history. Moreover, for the industry, there has been a move toward stability and professionalism that didn't exist at the beginning. In fact, it is correct there are people no longer involved in the Summit program: The Summit seems to turf out those interested in self promotion or in forcing a particular agenda. There have been some who are uncomfortable with level of transparency in communication and others that were unable to extract value from the program/relationships. Finally, There have been those who don't become involved for competitive reasons. While these things have occurred, gradually the barriers are falling and that is good for all of us.

InfoStream:  Why is the Summit moving toward LinkedIn for OpenSpace conversations, skills inventory, recruiting and relationship management?

Larry:  As the 'cloud' becomes pervasive and social communications envelops all of us, it becomes easier to share resources across online platforms than to create new or proprietary applications.  Many of us already use LinkedIn to develop our personal brand so this move will have the effect of consolidating the online platforms we all need to support.  As you know, PetLynx has promoted 'cloud' based solutions since beginning development in 2003.  It just makes sense to move to platforms we can all use with our 'smart' devices and away from things that 'tether' us to specific networks or desktops.

InfoStream: How did the Animal Sourcing theme for the 2012 Summit work out?

Larry:  Now that is an interesting question. The search for talent with accurate information about the incidence and future prospects of cat and dog population has been difficult. It may turn out the over-population problem is different than we thought.  Very likely the largest population of cats and dogs in North America occurred in 2010. Since that time, the population of cats and dogs appears to be in decline. For this reason, the 2012 Summit conversations are less about sources and more about redefining the industry to remain vibrant and effective while serving a smaller population of cats and dogs living in a more responsible environment. Those at the forefront of this wave in retail, health, humane, rescue and licensing are already making strides to re-factor business models and consolidate operations in Canadian communities.

InfoStream:  What are the three most important reasons to be at the 2012 Summit?

Larry:  Get the facts, Have your say, Move the industry!  That's really what the 2012 Summit is all about.

InfoStream:  Thank you for taking the time to provide your perspective.

Larry:  You're very welcome!

Summit moves to LinkedIn

Because it's all about you. Because it's all about your relationships and your brand. Because it's all about transparency. 

The Summit OpenSpace Wiki is moving to a LinkedIn group designed specifically for Summit advocates, mentors, alumni and associates. LinkedIn provides a place to monitor the action, participate in the various industry conversations and view industry communications and comments. 

JOIN THE LINKEDIN SUAS GROUP

LinkedIn is a professional instrument devised to establish each individual's or company's brand. It builds and sustains relationships with other like-minded individuals and maintains professional lines of communication. With the shift from OpenSpace to LinkedIn, leaders and stakeholders in the companion animal industry are accepting the opportunity to network with members of the industry nationwide. 

In addition, LinkedIn delivers better value for it's members and allows you to control your passwords, settings, networks and profile direction. It's a tool used by more than 175 million individuals and companies in over 200 countries and territories. 

Members of the LinkedIn Summit for Urban Animal Strategies group will enjoy all of these benefits and further advantages directly related to the companion animal industry including increased knowledge and expertise, building and maintaining relationships and up-to-date news and information pertaining to the Summit. 

VISIT THE SUAS WEBSITE 

comScore Report Shows Canada Leads the World

The 2012 Canada Digital Future in Focus report from comScore was released last week and examines how the prevailing trends in general web usage and demographics, social media, online video, digital advertising, mobile and search are defining the current Canadian marketplace. This annual report provides insight into what these trends mean for the year ahead.

Key insights include:

• Canada continues to lead the world in online engagement, with visitors spending an average 45 hours per month online, representing a fertile ground for digital marketers and advertisers.
• While Facebook is nearing a point of visitor saturation in Canada, other social networks’ visitor bases are posting strong growth, including Twitter, LinkedIn and Tumblr. 
• Engagement on many social sites is trending upward, with Facebook driving the large majority of the increase in total minutes and page views for the overall category.
• Online video is becoming an increasingly popular channel, with total videos viewed up 58 percent. 
• YouTube continues to dominate the marketplace, representing nearly 1 in every 2 videos viewed in Canada.
• Display advertising is evolving to be more social, not only with the rise of “socially-published ads” (i.e. those published on social networking sites), but also the increase of “socially-enabled” ads running across the web that direct click-throughs to the brand’s Facebook fan page.
• Smartphone penetration has reached 45 percent in Canada, with daily mobile content usage growing more than 50 percent in several key content categories.

DOWNLOAD THE REPORT

SIGN UP FOR THE WEBINAR - 21MAR, 1400HRS ET

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