Marketing Connect 2020 • Nanaimo, BC

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22-23 JANUARY 2020 • NANAIMO, BC

PROGR AM


WE DON’T MAKE VIDEOS.

WE TELL STORIES. THERE IS IMMENSE POWER BEHIND EMOTION. The ability to evoke a feeling of pride, love, excitement, joy, and anticipation is the workings of a successful marketing campaign. We are in a time where brand authenticity trumps brand ego. Consumers look for the humanity behind a corporate entity. It is through story telling that we can showcase these things and have your consumer invest in more than just your product, but rather you as a company.

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22-23 JANUARY 2020 • NANAIMO, BC

PRESENTED BY 5 STAR MEDIA 5 STAR MEDIA 5 STAR MEDIA

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WELCOME SPEAKERS & GUESTS TO OUR INAUGURAL MARKETING CONNECT CONFERENCE Create. Develop. Succeed. www.nanaimochamber.bc.ca


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MEET OUR SPONSORS PLATINUM SPONSORS

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WELCOME TO MARKETING CONNECT The biggest digital marketing conference Vancouver Island has ever seen. We are pleased to welcome you to this special twoday event, and we are so happy you’re here! Marketing Connect is the premier forum on Vancouver Island for sharing the latest marketing ideas and strategies. Our goal is to support, educate, and inspire businesses from Vancouver Island and across British Columbia. This conference is focused on connecting you with digital marketing experts to help you navigate the ever-evolving world of: • Digital Branding • Digital Marketing Trends • Video Marketing • Email Marketing Our speakers will cover these hot topics and many more as they deliver tip after tip to help you promote your company using modern digital techniques. We’ll make sure you leave knowing what SEO stands for, what exactly an influencer is, and which of these digital marketing strategies makes the most sense to put your time and energy towards! With so many digital marketing possibilities out there that can be done for free or at very low cost these days – the key for most business owners is sorting out which ones to implement. The best digital marketing

strategy to invest your time and money in is one that makes sense for your business. At Marketing Connect, you won’t just learn what tools are available and how to use them, you’ll be able to ask the experts about what makes sense for your business. For example, if you’re in a highly competitive space, SEO might be a critical component of your strategy, but if your product needs to be seen in action, it might make more sense to invest in video marketing. At Marketing Connect, you’ll also learn the secret techniques brands use to build unbreakable affinity and win the loyalty and devotion of their consumers. You’ll hear from coveted brands who have trail blazed modern digital marketing techniques and who are reaping the benefits of unbreakable brand affinity and loyalty. There is a great mix of panels and presentations taking place throughout the two days we have together, with plenty of time to network with our impressive speakers in between sessions. The best part is that the opportunities don’t end when the conference ends – as an event attendee, you get free access to our monthly webinar sessions for one year to continue your marketing education. Share these webinars with your staff and colleagues immediately after the show!


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WHO’S HERE? As you flip through the pages of your program, you’ll notice a wide range of experts who are here with us covering a wide variety of topics. We wish to thank each and every one of our speakers who have joined us for this event. You’ll hear from the following companies:

SPONSORS This event is made possible through the generous contributions of our sponsors, which include:

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Get Ready to Grow Your Business


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www.septemberleather.com

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PRESENTING COMPANIES


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AGENDA WEDNESDAY, JANUARY 22, 2020 8 AM Registration

9 AM Defining Your Brand in the Digital Era Manjit Minhas, Dragons’ Den Star and Cofounder of Minhas Breweries, Distillery and Winery

10 AM Panel Discussion: Marketing in 2020 and Beyond: The Most Exciting Trends that will Define the Next Year...and the Next Decade Panel Led By Caroline Carter (CSuite) Panel Includes: Rene Gauthier (Ecologyst), Kelsey Pringle (Star Media Group, Connect Events), Christine Johnson (Vancouver Island University), Manjit Minhas (Dragons’ Den)

10:45 AM - 11:10 AM Meet Manjit

11:15 AM Content Planning & Your Marketing Strategy Christine Johnson, Digital Marketing Specialist, Vancouver Island University

12 PM - 12:45 PM Lunch Break

behind the scenes. For leaders, founders or executives that brings about a new set of obligations and opportunities. So how do you do that and what’s the pay off when you do it right?

2 PM Customer Engagement in 2020 Rene Gauthier, Founder and CEO of ecologyst, formerly known as Sitka ecologyst is a direct to consumer outdoor clothing brand. They are having hundreds of conversations daily with their customers and finding ways to maximize each interaction. From crowdsourcing what product to create next to giving their customers the ability to literally become owners of ecologyst, Rene will walk you through their customer engagement strategy.

3 PM More Than The Sum: Taking a Systematic Approach to Audience Targeting Julia Vyse, Digital Media Manager, Vizeum How to use Pre-Marketing in a systemic way to target and measure audiences, and to create new audiences from your media.

4 PM The Evolution of Marketing: CRM Technology in 2020…and Beyond Iain Black, President and CEO, Maximizer CRM Software

Caroline Carter, Partner and Co-Founder, CSuite Content

The past decade has seen unprecedented changes in approaches to software development and deployment, a meaningful increase in consumer empowerment, and the harnessing of immense volumes of customer data. Coinciding with these exciting developments, a new approach to digital marketing emerged, one driven by data and increasingly savvy consumers.

In an increasingly connected world, people expect businesses, and their leaders, to have a voice. It’s no longer an option to remain on the sidelines or

Digital marketing is now intersecting evolved, cloud-based and highly integrate-able CRM technologies, and is doing so in a manner that is

1:10 PM Leading in the Age of Transparency: The Power of Sharing Values, Taking a Stance and Bringing a Human Voice to Business


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opening up more opportunities for businesses to differentiate themselves than ever before. Iain will share both industry observations, and lessons learned by Maximizer – a Vancouver-based global pioneer in CRM technology – as it evolves its innovative offerings in this new context, and will share some key points of advice for digital marketers and customers as they engage customers in 2020.

6:30 PM Networking/Party Time

THURSDAY, JANUARY 23, 2020 9 AM Panel Discussion: Organic Reach for Small/ Medium Businesses Panel Led By John Koetsier (Forbes) Panel Includes: Sean Tyson (Quietly), Michael Owen (Maximizer), Eva Taylor (Hootsuite), Lacey Sheardown (Used.ca)

10 AM Content is King: How Brands Became Publishers and What it Means for Marketers in an Age of Distraction Sean Tyson, Co-Founder, Chief Strategy Officer, Quietly

11 AM Demystifying Social ROI Eva Taylor, Sr. Manager, Global Social Marketing, Hootsuite As the value of social media expands into the enterprise as a whole, demonstrating social ROI is one of the greatest challenges — and opportunities — facing marketers today. So how can a social strategy’s ROI be most effectively measured? In her talk, Eva will provide insights on how to demystify social ROI— helping the audience to: Identify their top business objectives for social,

and optimize around these objectives. Learn from real-world examples and case studies. Implement an adjustable framework that aligns their social media efforts to deliverables that contribute to broader business objectives. Build confidence that the measurements they report are both relevant and meaningful.

1 PM Beyond Hanging Banners: Integrating Digital in a Successful Sponsorship or Experiential Marketing Investment Brent Barootes, President and CEO, Partnership Group – Sponsorship Specialists®

2 PM Fireside Chat: Think Different: Elite Marketing Insights from the Most Unlikely Sources Karm Sumal, Daily Hive and William Johnson, Innovate BC

3 PM Proprietary Data and How You Can Use it to Power Your PR and Content Sarah Gooding, PR and Communications Manager, Unbounce According to some smart marketers, including Andy Crestodina from Orbit Media and Steve Rayson from Buzzsumo, proprietary data is one of the most powerful formats for content. So why are more people not doing it? Proprietary data helps communicators unearth interesting new trends, helps position your company as market leaders and drives social engagement, referral traffic, and top tier media coverage. This talk will share how proprietary data can help power your PR and content, tips for selecting and creating the right kind of data to tell the most compelling stories, and strategies for promoting and securing media coverage for your data. This talk will also highlight examples of both successful B2C and B2B proprietary data reports.


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MEET OUR SPEAKERS MANJIT MINHAS Co-founder of Minhas Breweries, Distillery and Winery Manjit Minhas is 39 years old and was born and raised in Calgary, Alberta. This petroleum engineering student turned beer baroness has recently spoken at the Rotman School of Management at the University of Toronto, the Haskayne School of Business at the University of Calgary, the London Economic Development Conference, and many other places. As a keynote speaker, Manjit frequently shares the secrets of her success with aspiring MBA, engineering, and other students, as well as entrepreneurs and seasoned businesspeople. Manjit is the co-founder of Minhas Breweries, Distillery and Winery. She started her companies at the age of 19, when she launched her beer in Alberta with her partner and brother, Ravinder Minhas. Together, they gave the big boys a run for their money, thereby becoming the first successful company to enter the Canadian beer industry in many decades. Currently, she has more than 90 brands of beers, spirits, liqueurs, and wines. Her products are sold in Ontario, Alberta, Saskatchewan, Manitoba, and British Columbia, as well as 43 states throughout the USA and 15 other countries in Europe, Asia, and South America.

CAROLINE CARTER Partner and Co-founder, CSuite Content Caroline Carter is a pioneer in the growing field of executive relations and leadership branding. After a decade of working in PR, she teamed up with award-winning journalist, Remy Scalza, to launch CSuite Content. Their boutique thought leadership agency focuses solely on business leaders, helping them define their personal brand, share their vision with a global audience and bring a human story to their business. Her work has helped world-class executives build and leverage their social media presence, strategically navigate communications challenges, make waves on the speaking circuit, and punch above their weight with placements in top-tier press. Caroline is passionate about encouraging clients to think more critically about their values, vision, and voice while establishing them as industry experts and influencers in their own right.



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WILLIAM JOHNSON Director, Marketing + Communications, Innovate BC William Johnson is a senior communications strategist with a decade of experience bringing people together, solving problems, and helping organizations create value through strategic communications, community development, and thoughtfully designed experiences. He currently leads a team responsible for corporate communications, program marketing, digital strategy, branding and creative services, and media and government relations. William joined Innovate BC from the Downtown Vancouver BIA where he oversaw public relations, brand management, and strategic engagement with 9,000 businesses and property owners. He previously held multiple communications-related roles at BC Innovation.

KARM SUMAL Co-founder and CEO of Daily Hive Karm Sumal is the co-founder and CEO of Daily Hive (previously Vancity Buzz). The site began as a Vancouver-based news blog in 2008 and has since grown into a national news service that garners more than 15 million page views each month. Daily Hive’s Twitter, Instagram, and Facebook sites boast more than 1 million followers. In 2017, Vancouver Magazine named Karm and his business partners among the 50 most powerful and influential people in Vancouver’s political, tech, education, and business sectors. When he’s not sending emails or attending meetings, you’ll likely find him playing video games, eating burgers, admiring street art, or watching The Simpsons.

EVA TAYLOR Sr. Manager, Global Social Marketing, Hootsuite For more than 10 years, Eva Taylor has created and executed strategic programs and campaigns that connect and engage brands with their customers to drive business results. This includes creating and executing programs, strategies, and campaigns for the likes of Hootsuite, Microsoft, the Vancouver Aquarium, Crescent Spur Heli-Skiing, RPS Energy, Tourism Vancouver, and lululemon. Eva takes great pride in developing and leading high performing teams that consistently achieve their personal and professional goals. She is also deeply motivated by a passion for driving social impact and finding meaningful ways to use her time and skills to support people of all ages and backgrounds, and to be kinder to animals and our planet. These days, Eva is acting as Social Media Principal with Women in Tech World, as a mentor with Futurpreneur Canada, and as an Analytics Advisor with the BC SPCA.


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15 LACEY SHEARDOWN President, Used.ca Lacey Sheardown began demonstrating her creative flair at a young age – her favourite campfire game was pitching new slogans for brands. With the goal of becoming Angela Bower from the 80s sitcom Who’s the Boss, Lacey took the Business Administration, Marketing program from Camosun College in Victoria. After school, she began working with Tourism Victoria and her role continually evolved. In 2008, Lacey became the Destination Marketing Manager, where she found her happy place as part of the award-winning marketing team. At a networking event in 2013, Lacey learned that her favourite website, Used.ca, was looking for a Director of Marketing. After building out the marketing team and implementing best practices, Lacey was tapped to be the acting president to cover a maternity leave. That leave turned into a second, concluding in a permanent move to the lead of Used.ca. Lacey has been at the helm of Used.ca for four years now and prides herself on championing a culture based on shared core values, purpose, and vision.

SEAN TYSON Co-founder, Chief Strategy Officer, Quietly Over the last 15 years Sean has led global marketing initiatives for an array of high-profile brands including Viacom, NBC Universal, Vespa, and 7-Eleven. Prior to joining Quietly he was the Director of Strategy & Business Development at Invoke Media where he drove innovative thinking for its clients and products, while in the process creating strategic partnerships with Facebook, Instagram, and Apple. Formerly of TAXI (WPP) Sean has been published both professionally and academically and is a regular speaker and panelist on topics related to content marketing, publishing, audience development, and SEO.

RENE GAUTHIER Founder and CEO of ecologyst, formerly known as Sitka Experienced Chief Executive Officer with a history of working in the apparel and fashion industry. Skilled in Customer Experience, Marketing, Entrepreneurship, Brand Development, and product design. Strong business development professional with a Bachelor of Commerce (BCom) focused in Entrepreneurship/Entrepreneurial Studies from University of Victoria.

JOHN KOETSIER Columnist, Forbes John Koetsier is a journalist, analyst, and corporate executive, and has chronicled the rise of the mobile economy. He currently writes for Forbes and Inc. and consults extensively with top tech firms like TUNE and ReadWrite Labs. John built the VB Insight research division at VentureBeat and managed teams creating software for partners like Intel and Disney. In addition, he’s led web development teams, built social sites and mobile apps, and consulted on mobile, social, and IoT projects. In 2014, he was added to Folio’s top 100 of the media industry’s “most innovative entrepreneurs and market shaker-uppers.” He currently lives near Vancouver, Canada with his family where he coaches baseball and hockey, though not at the same time. He travels frequently to Seattle, Silicon Valley, New York, and other tech hubs around the world.


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16 BRENT BAROOTES President and CEO, Partnership Group – Sponsorship Specialists® Brent Barootes is President and CEO of the Partnership Group – Sponsorship Specialists, an Alberta-based national sponsorship/experiential marketing firm. In the past 30 years Brent has worked directly or indirectly with many large, medium, and small Canadian brands and corporations; local, provincial and national sport organizations; large and small municipalities; federal and provincial government departments; as well as arts organizations, charities, non profits, and professional sports teams to develop, audit, enhance, design, and build effective sponsorship and experiential marketing programs for them within and outside of the digital space. Brent excels in sponsorship asset inventory development, valuation, implementation, and activation on the digital side, and on the traditional sponsorship and experiential marketing assets side, as well as working with clients one on one to deliver better ROI on their sponsorship and experiential marketing investments.

IAIN BLACK President and CEO, Maximizer CRM Software Iain Black serves as the President and CEO of Maximizer Software, a global pioneer in CRM technology, leveraging a blend of both public and private company leadership over his 30year career. Iain’s deep skills in Transformative Change have been successfully applied in several technology and service companies through the years, but it is his passion for sales – the science of it, the art of it, the modelling of it, and the creativity within it – that makes leading Maximizer into its next chapter such a compelling fit. In engaging with Maximizer, Iain brings to its customers and partners not only his energy and enthusiasm, but also a thoughtful, disciplined perspective derived from his experiences with multinational corporations, niche technology firms, and the hallways of our senior levels of government.

JULIA VYSE Digital Media Manager, Vizeum Canada Julia Vyse is the Digital Media Manager for Vizeum Canada, based in the Vancouver office. Her approach is to bring harmony to a large-scale program where search, paid social, and other PPC platforms are often siloed away from broadcast, out of home and events. She has spent her career focused on performance media for large enterprises of all kinds. Across different sectors, paid search and social present different challenges. Franchisee organizations with hundreds of locations require different strategies and tactics than a government entity that can’t make use of pixels for privacy reasons, but they all need to reach people to meet their business goals. Julie believes the most important thing you can do to make your performance media perform is to listen to what your audience is telling you.


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SARAH GOODING PR and Communications Manager, Unbounce For the past eight years, Sarah Gooding has been building and executing PR programs for technology companies. For five years, Sarah led PR and Communications at PlentyOfFish where she worked alongside the company’s Research team to tell data-driven stories about the behaviors and emotions of online daters across North America. Today, Sarah is the PR and Communications Manager at Unbounce, where she’s responsible for positioning the company as thought leaders in digital marketing and introducing new audiences to landing pages and conversion optimization. Sarah is well-known for her optimism, dad jokes and love of karaoke.

CHRISTINE JOHNSON Digital Marketing Specialist, Vancouver Island University Christine Johnson is a seasoned marketing strategist who lives and breathes all things content and marketing. In previous roles, she’s done everything from rebranding companies, launching new SaaS products, writing sales copy, and developing long-term SEO strategies. She believes that quality communication and measurable results are key to any marketing campaign. She has been building and executing strategic marketing campaigns for companies of all sizes over the past seven years. Earlier in 2019, she took on the role as Vancouver Island University’s first Digital Marketing Specialist. Today, Christine is responsible for driving brand awareness and building digital marketing campaigns across all channels for VIU.

MICHAEL OWEN Digital Marketing Manager, Maximizer CRM Software Michael Owen has ridden the wave of change in digital marketing over his 20+ year career developing online strategies, coaching digital teams, executing complex projects, and helping companies drive more leads. He founded his own agency in Edmonton in the late 90’s and delivered successful marketing strategies in a variety of industries, and across a wide range of national, international, and local clients, including luxury hotels, a niche television network, law firms and local school districts. Since moving on from his own agency in 2012 Michael has held several roles in both agency and in-house marketing leadership within Yellow Pages, Wallop, and Mediative. Michael joined the Maximizer CRM team in 2018 to lead the global search marketing and digital analytics initiatives during an exciting period of evolution in the CRM market. His expertise and passions are in paid search advertising and analytics, and as a (very) recent transplant to the Nanaimo area, Michael looks forward to meeting and networking with local business owners and marketing professionals.


DELIVERING BEYOND EXPECTATIONS To be on a continuous path toward success, you need to differentiate yourself. You need to stand out. If you enter a retail store or business office and the person who greets you gives you a smile and hello, that is great. It is not really a value-add—it is an expectation. To be successful, we need to go beyond the traditional expectations. We need to provide something that truly differentiates us. >>


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1. I was chatting about this with some industry folks before Christmas and we brainstormed. Here are some pretty cool ideas that won’t cost you an arm and a leg, but will provide huge value! One person pointed out the back of my business card is blank other than the word “notes.” He said it reminds people that they can use this space to make notes. At the same time, someone noted my out-of-office reply is helpful, so people know where I am or when I am coming to their market. These are small things, but I get a ton of comments on them. 2. Another person commented how, when he and his kids were staying at a hotel recently, and after day one housekeeping started making swans and other animals out of towels and placing them on the bed. Once they knew there were children in the room, they went the extra mile to make them smile. I will remember that (though my daughter is now 14 and I’m not sure she will appreciate it) when I am booking a hotel in Lake Louise. Remember, Lake Louise Inn (and no, we are not talking Fairmont Chateau Lake Louse or another high-end hotel). 3. When I stay at the Toronto Airport Holiday Inn, Leduc Holiday Inn, or Holiday Inn Express near the Edmonton airport (where there are train tracks nearby), they have complimentary ear plugs next to the bed. 4. One person mentioned he went into a local independent shoe repair while he was away on business and they told him his shoe would take about 30 minutes to fix. They gave him a coupon good for a coffee and muffin at the independent coffee shop across the street. (He had two pair of shoes on the trip. I asked if he hobbled over in his socks

and I was corrected!). The cobbler suggested he go have a coffee and muffin, and read the paper. When he was done, his shoe repair would be complete as well. 5. For charities (many do this already), make thankyou calls—personal telephone thank-you calls once a donation has been received no matter the size of the gift. Have volunteers or recipients of the organization’s services make the calls. They cost you nothing and are REALLY effective. 6. As above, personal handwritten thank-you notes. I get 10-15 of these a year from people whom I have agreed to meet with for coffee and helped them with their business ideas, job searches, or business planning. 7. The one I brought up personally is what you are reading. I publish this Tuesday Morning Commentary (TMC) weekly. It is distributed to my email database (by sign-up) as well as through Twitter and LinkedIn. Between writing, editing, posting, scheduling, and follow up, each TMC requires about 2.5 to 3 hours of time. But it is well invested. I hope you enjoy reading it. I know I enjoy writing it. And at events, conferences, and such, I get more people talking to me about the TMC and how they read i/ use/share it than anything else. A great value-add for you and great branding for me! Tell me what you think you can or already do as value-add that differentiates you from your competition. • © 2020 All rights reserved. Partnership Group – Sponsorship Specialists®


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27 TOP FACEBOOK DEMOGRAPHICS

THAT MATTER TO SOCIAL MEDIA MARKETERS BY: KATIE SEHL

Facebook demographics reach farther and wider than any other social media network. But it’s important to look closely at the numbers to get a full picture of who uses Facebook—and how usage has changed over the years. And it has definitely changed. >>


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In some places, Facebook’s audience has shrunk. In other areas, audience sizes are growing. Some people are taking breaks from the site, while others are posting less personal information. Meanwhile, Facebook Groups are surging in popularity. Whether you’re planning to use Facebook to break into new markets, boost sales, or connect with customers, it’s important to stay on top of Facebook user demographics. Bonus: Download a free guide that teaches you how to turn Facebook traffic into sales in four simple steps using Hootsuite.

27 FACEBOOK USER DEMOGRAPHICS YOU NEED TO KNOW IN 2020

Forecasts suggest growth will remain slow in 2020. As Facebook’s chief financial officer, David Wehner, said on a recent earnings call, “We continue to expect deceleration into 2020, but it will be, we believe, more moderated.” He cites ad-targeting related headwinds as a main reason for the slow down. All the more reason to brush up your Facebook marketing skills.

4. Most adults log on to Facebook every day Almost 75% of U.S. adults don’t go a day without checking Facebook. Plus, more than half of Americans check Facebook multiple times a day.

1. Facebook has more than 2.45 billion monthly active users Facebook’s latest figures show that more than 2.45 billion people log in to the platform every month. That’s a slight increase from 2.32 billion in 2018. On a daily basis, there are more than 1.62 million people active on Facebook. That figure is also up from 2018, marking a 9% year-over-year increase.

2. Facebook estimates that at least 116 million accounts are fake Approximately 5% of Facebook’s worldwide monthly active users are fake accounts. Between April and September 2019, Facebook says it disabled more than 3.2 billion fake profiles. But it’s worth noting that some have suggested the company’s numbers here don’t always add up. Facebook also estimates that it has more than 255 million duplicate accounts. In the fourth quarter of 2018, the company reported that duplicate accounts represent around 11% of its global monthly users. Many of these accounts, Facebook says, are created in Vietnam and the Philippines.

3. Facebook’s ad audience growth rate fell to 0.4% Between July and September in 2019, Facebook advertising growth rate was 0.4%. It’s a noteworthy dip from the 3% growth rate the company reported in the previous quarter.

5. Seven in 10 U.S. adults use Facebook According to Pew Research Center, 71% of U.S. adults use the social network. The only platform that has Facebook beat with this demographic is YouTube, with 74%. Less than four-in-ten U.S. adults use Instagram.

6. Facebook reaches the largest number of users aged 13-17 Tik Tok has been hailed as the latest teen craze, but Facebook still corners the social market when it comes to reaching teens around the world. Research from Hootsuite, Kepios, and We Are Social shows that advertisers on Facebook can reach upward of 113.3 million teens. On Snapchat, maximum reach among teens is 66.9 million. Instagram reach for the 13-17 age range is 52.9 million.


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22 But, Facebook’s youth advertising audience may be shrinking. The company’s advertising tools show that marketers can now reach 2.6% fewer teenagers when compared to the second quarter of 2019.

7. Facebook is used by people of all ages Some social media networks tend to be popular with specific age groups. Take LinkedIn for example, which unsurprisingly, is most popular among U.S. adults between 25-49 years old.

9. Facebook is the most popular social network among seniors Seniors may be Facebook’s smallest age group in the United States, but they flock to Facebook in larger number than other social sites. Among Americans 65 and older, 46% use Facebook. Compare that with 38% on YouTube, 15% on Pinterest, and 11% on LinkedIn. Here’s another fun fact: data shows older people share more fake news on Facebook.

Facebook, on the other hand, has a fairly even spread of users across most age groups. For example, more than 75% of Americans between 18-49 years old use Facebook.

10. In the U.S., more women use Facebook than men

Within that age range, there’s little variance. In fact, just as many 18-29 year-olds as 30-49 year-olds use Facebook in the U.S. In other words, just as many kids use Facebook as parents.

Findings from a Pew Research Center survey show that 75% of women in the United States are on Facebook. By comparison, 63% of men use the platform.

8. Seniors are the smallest, but fastest growing Facebook age demographic Across all social media channels, signups tend to drop off with age. That’s true on Facebook, too. People over the age of 50 are less likely to be on Facebook than younger generations. But seniors also happen to be the fastest growing age demographic on the site. According to Pew Research Center, the share of older Americans on the platform has more than doubled since 2012. When it comes to Facebook age demographics, this trend will likely increase as the middle-aged population ages into the senior sector.

11. Women are more likely to create meaningful Facebook Groups According to Facebook, women are 40% more likely to create groups that become meaningful to people. Women also create nearly 70% of all fundraisers on Facebook.

12. People who feel their use of Facebook is problematic are likely to be young men A recent study by Facebook researchers set out to understand the negative effects of social media and inform the design of supportive tools.


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23 The same share or participants with designations—43%—were assigned an affinity to Hispanic culture. One-in-ten had an affinity with Asian American culture. “Caucasian” or “white culture” classifications do not exist. It’s worth noting that only 60% of people given a multicultural affinity felt a “very” or “somewhat” strong connection to the culture. Some 37% felt otherwise. More than half considered themselves to be members of the multicultural group, while 39% said they were not. The report, entitled “Understanding Perceptions of Problematic Facebook Use,” finds that people who find their Facebook use troublesome are likely to be young males going through a difficult period, such as a break up.

15. The majority of Facebook’s audience is based outside of the U.S. Combined, the U.S. and Canada have the lowest number of monthly and daily users. Europe places second last, with a 17% share of daily Facebook users.

In terms of behavior, they tend to spend more time on Facebook, especially at night. Rather than scrolling through the News Feed, they’re likely looking at profiles, and messaging friends more frequently. Ironically, people who find their use of Facebook problematic also rate the network as valuable to them.

13. Facebook is the most popular social network in rural areas About three-in-four U.S. adults who use Facebook live in the city. But suburban and rural residents also use Facebook in fairly equal number. More interestingly, compared to other social channels, Facebook has the highest penetration in rural areas. Approximately 66% of U.S. adults in rural regions use Facebook. That’s followed by YouTube with 64%, then Pinterest where the number drops off to 26%.

14. In the U.S., African American and Hispanic are the most popular multicultural affinities Facebook uses machine learning to designate its users with “multicultural affinities.” Not all users are given a designation, but a recent survey in the U.S. found that among those who are, 43% are thought to have an interest in African American culture.

16. User growth in Europe bounced back in 2019 Facebook lost more than a million European users amid the 2018 privacy scandals, dropping from 376 to 375 million monthly active users over a three-month period. Despite an ongoing decline in France and Germany, overall growth has since rebounded. Facebook currently has 387 million monthly users in Europe. Bonus: Download a free guide that teaches you how to turn Facebook traffic into sales in four simple steps using Hootsuite.

GET THE FREE GUIDE RIGHT NOW!


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17. Asia-Pacific is Facebook’s most active region More than 40% of Facebook’s monthly users can be found in the Asia-Pacific region. On a daily basis, the region is home to 38% of Facebook’s active users. That’s a strong showing, considering that Facebook is still banned in China (along with Whatsapp, Instagram, Twitter, YouTube, and other sites).

you can either rely on the Facebook Translate tool, or try Facebook’s language optimization ad feature. It may also be worthwhile to create multiple Facebook pages for different languages. Check out our tips for building a multilingual social presence.

If you’re using Facebook to advertise in APAC, make sure your website is fast. Facebook research finds that 55% of people in the region will not wait more than five seconds for a web page to load.

18. India boasts Facebook’s largest advertising audience With a reach of 269 million people, India is home to the biggest audience for Facebook advertisers. It’s followed by the United States, where advertisers can reach 183 million people. In third place is Indonesia with a reach of 123 million. The audience sizes are impressive, but have gotten smaller. As world-renowned digital expert Simon Kemp notes, the numbers are lower than they were in the previous quarter.

19. India, Indonesia, and the Philippines are Facebook’s fastest growing regions Facebook continues to gain users around the world— including in the US and Canada. In a recent company earnings call (Q3 2019), it was revealed that India, Indonesia, and the Philippines are the regions with the most growth.

21. People in emerging markets are more likely to message businesses After examining 15 markets, Facebook found that people in emerging markets are 2.4 times more likely to message businesses than people in mature markets. In Brazil, 85% of Facebook survey respondents had messaged a business in the past three months, followed by 74% in India. By contrast, in the United States and the United Kingdom, only 61% of respondents had.

22. Mobile reigns supreme, especially in Africa and Latin America

In fact, according to Statista, with 269 million users, India has the more Facebook users than any other country in the world.

Of the more than 139 million monthly Facebook users in Africa, a whopping 98% are on mobile. Globally, 88% of users access Facebook from a mobile device.

One of the reasons Facebook gives for the accelerated growth is that digital adoption is spreading rapidly in these regions.

Mobile is also popular in Latin America, including when it comes to watching video. According to Facebook, people in Brazil and Mexico are 1.42 times more likely to rank smartphones as their preferred way to watch videos when compared with “mature mobile markets.”

20. Half of Facebook users speak a language other than English More than 50% of the social network’s 2.45 billion users speak a non-English language. If you know what languages your audience speaks,

In Mexico, people are 2.07 times more likely to choose mobile over desktop for watching video. A similar pattern can be seen across Argentina and Colombia as well.


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23. Facebook is the most popular social network in low income households

Most people—73%, in fact—think that their political label is either very or somewhat accurate. The other 27% think their label is not accurate.

Findings from a 2019 Pew Research survey reveal that 69% of U.S. adults in the lowest income households use Facebook. Except for YouTube, no other social network comes close. For example, only 35% of people at the same income level use Instagram.

26. Four in ten people have taken a break from Facebook

The economic gap widens among U.S. teens. The same study finds that teenagers in low-income homes are more likely to use Facebook than teens from highincome households. Seven-in-ten teens in households that earn less than $30,000 a year use Facebook, versus 36% of teens who live in homes with an income of $75,000 or more.

Some 42% of U.S. adults have taken a break from Facebook for several weeks or more. And roughly one quarter has deleted the Facebook app from their phone.

That said, overall, Facebook use is fairly evenly distributed across income ranges. The only site that has a higher share of high earners is YouTube.

24. More than a quarter of people feel Facebook does not classify them correctly Advertisers can target people based on everything from age and location. Facebook also adds other identifiers based on user data and behaviour to help marketers target ads. Anyone can see what categories Facebook puts them in on the Your ad preferences page. But not everyone thinks Facebook gets it right. According to a Pew Research Center survey, 27% of people think they are not accurately represented by Facebook’s classifications. On the flip side, 59% of users think classifications are “very accurate.” Right or wrong, about half of Facebook users are not comfortable with how they are categorized. Keep this in mind when targeting your next Facebook ad campaign.

25. Politically, Facebook users are divided It’s no secret that Facebook tracks the political affiliations of its users. A recent Pew Research Center survey found that of those in the U.S. who were given a political label, 35% were classified as conservative or very conservative, and 34% were classified as liberal or very liberal. The remaining 29% were classified as moderate.

For many Facebook users, a little digital detox is in order from time to time.

At the same time, a recent study found that the average user would be unwilling to delete their Facebook account for anything less than $1,000.

27. People spend more time reading Facebook posts in the morning and at night In a study by Facebook researchers, tests showed that people spent more time reading Facebook posts at 8 a.m. and 10 p.m. when compared with 12 p.m and 4 p.m. Researchers also noted an “morning morality effect.” The effect exists, they explain, because “people have higher moral awareness and self control in the morning.” The upshot? Maybe early in the morning isn’t the best time to appeal to guilty pleasures. But it would be a good time to appeal to important causes. These are the best times to post on Facebook. Now that you know who you can reach on Facebook, here are the top marketing stats that will help you reach them. Now that you know who you’re most likely to find on Facebook, get insight into your specific Facebook audience, track the performance of your posts, and level up your entire Facebook marketing strategy with Hootsuite Analytics. Try it free today.

GET STARTED About the Author: Katie is a writer and photographer based in Toronto. She used to be indecisive, but now she’s not sure.


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WINTER ACTIVITIES

IN NANAIMO While we’re certainly not heralded as snow destination, the Harbour City gets its fair share of cold weather. Luckily, there is an abundance of winter activities in Nanaimo to keep you busy and entertained during the more dreary months. There are many benefits to travelling during the off-season. Reap the benefits of less crowded areas. Enjoy a stunning fog that rolls over the city and year-round hikes. The city’s weather is mild in comparison to other parts of Canada, but we still like to bundle up from time to time and hide away from the frost! Here are a few winter activities for your stay in #ExploreNanaimo.

BEAT THE COLD: STAY WARM AND ENTERTAINED WITH THESE WINTER ACTIVITIES IN NANAIMO

SHOP LOCAL Nanaimo’s downtown streets fan out from the center with windows to the storefront homes of some of the best local shopping you’ll find on the Island. The proud owners of these gems curate the best in everything from vintage finds to carefully crafted goods. Whether you’re looking for a souvenir or simply eyeing the artistry of local makers while strolling, both the downtown core and the Old City Quarter are must-stops on a chillier day. Just about every shopping complex in the city is home to a local vendor, so don’t discount these stops either! Simply bundle up, pop into each shop, and warm up with a smile from a Nanaimo vendor.

LEARN MORE ABOUT SHOPPING IN NANAIMO


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TAKE A HIKE

WINE & DINE

A getaway to Nanaimo on a colder weekend can still be filled with outdoor adventure. Don’t be intimidated by the weather—rain, snow, fog or mist, all you need is the proper gear. Some of our favourite winter hikes are Westwood Lake, where the fog rolls over the water and the heavily treed path shields you from the rain; Ammonite Falls, where the falls rush heavily during the offseason; and the waterfront, where the cement path makes for an easy stroll along the harbour.

Who says your winter layers can’t come in the form of comfort food? From fine dining to late-night snacks, Nanaimo’s restaurants and take out joints will add a little heat to your travels. Some of our favourites include The Vault, where you can expect a heavenly pesto mac and cheese, and Javawocky, the waterfront café that serves up hot bevvies for your stroll around the city center. You could also opt to check off as many stops on the Nanaimo Bar Trail as your sweet tooth can handle. One thing’s for sure, many of the winter activities in Nanaimo indulge all your senses.

LEARN MORE ABOUT OUTDOOR ADVENTURE IN NANAIMO

LEARN MORE ABOUT THE NANAIMO BAR TRAIL


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EXPLORE LOCAL HISTORY

SEEK INDOOR ADVENTURES

When it’s really cold, put the outside world on the back burner and set aside a few hours at a local museum. The Nanaimo Museum’s exhibits on town and regional history share stories of local heroes, early pioneers, and current artists. Just down the street, the Vancouver Island Military Museum has an impressive collection of artifacts from the past 200 years. Friendly volunteers will give you a tour and tell you the stories of the people who fought valiantly and contributed on the homefront.

There’s nothing wrong with having some indoor winter activities, and fortunately, Nanaimo has plenty of options to keep you busy! Reach new heights at the Romper Room climbing gym and the Airhouse sports facility, or try your hand at axe throwing at Axe & Grind downtown. Test your puzzle-solving skills in an escape room, or warm up with a hot chocolate at the Board Game House. •

LEARN MORE ABOUT CULTURE & MUSEUMS IN NANAIMO



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