Delvinia CEO Adam Froman and Rupen Seoni, a vice president of Environics Analytics, were among the speakers at the Canadian Marketing Association‘s CMA Analytics Conference yesterday.

In their joint presentation, New Media Use Changes During the Customer Life Cycle, Adam and Rupen outlined the AskingCanadians™ Social Media PRIZM_C2Link, a database that enables marketers to target their products, messages and channels based on their customers’ social media habits and lifestyles.

Using this tool, marketers can analyze how specific segments of Canadian consumers use social media differently as they become more engaged with a brand. To illustrate this point, Adam and Rupen presented a case study examining how Canadian Blood Services can turn consumers into brand advocates based on their social media use.

They also shared findings from AskingCanadians™ 2012 profiling data, including the fact that:

• Over 50 per cent of Canadians are comfortable meeting and communicating with people through social media
• 1 in 3 Canadians have social networks with 150 or more connections
• 1 in 4 share links with friends and colleagues via email and sharing tools
• 40 per cent more Canadians are open to receiving relevant marketing messages through social channels than in 2010.

To view the presentation in its entirety, please see the following video.