Tag Archives: case study

JustSaiyan Clothing is a company that specializes in manufacturing apparel that allows you to slip into the costume of your favourite cartoon characters. Catering to children and nostalgic adults, JustSaiyan features designs from popular television shows such as Dragon Ball Z, One Punch Man, and Naruto. JustSaiyan has built their entire business with the help of social media, and does not advertise traditionally. Active Facebook, Instagram, Snapchat and Twitter pages allow the company to stay up to date on the opinions of its consumers, and Justsaiyan takes full advantage of their active fan base. Studying social media gives JustSaiyan great insight on how to improve their products, and more effectively market their gear.

Measuring a Church Ministry’s Digital Reach Through Social Media Analytics

TammySabourin   October 31, 2016

Church leaders of all ministry types and sizes will likely agree that the task of numerically measuring progress, although sometimes tedious, can be one important means of gaining insight to a ministry’s health.  We measure congregational attendance and engagement to help gauge existing ministry connection and determine future programming, staffing and resource needs. We measure congregational giving both in the monetary sense and by way of volunteer hours, to help with our strategic planning and ongoing ministry mission. Many churches have broadened their mission field to include the online world. This includes utilizing Facebook, Twitter, Instagram, Pinterest and more to connect and network with people who may otherwise never engage with any aspect of the church.  According to Church Works, “Social media can be a brilliant way to reach users who may be entirely outside of your community…effective, generous engagement on social media can attract new followers who appreciate your message and identify with your mission.”  How then can we best measure our social media and digital reach?

When Lululemon was founded in 1998, it was a yoga studio. As the business grew, it became a brand committed to selling the best yoga wear that the company could manufacture. Lululemon understood that their target market valued sustainability, and they designed their supply chain with that in mind. They strive to manufacture products that are free of cruelty, whether that be human or animal, and they try to keep environmental damage to a minimum. Social media has helped the company monitor the current values of their customers. They then update their practices to stay true to the beliefs of their core consumer base. This not only helps their supply chain stay committed to the company’s values, but also provides Lululemon with a chance to market its product.

If you’ve played sports or watched almost any team sport you know the sound of the referees whistle. Those 3 different tones are clear and identifiable and their source is a Fox 40 pea-less whistle. What you may not know is that the pea-less whistle was developed and designed by Hamilton Ontario basketball referee  Ron Foxcroft. His turning point came when he encountered the failure of his standard  cork-pea whistle. Worst of all, it occurred during a game he was officiating in the Montreal 1976 Olympics, with 18,000 booing spectators in the stands.  This event changed his life and the sports world forever. The complete story of Fox 40 whistle is on the company’s website.  

Eight years ago, Brian’s Custom Sports occupied a vastly different space than the one they currently hold. A hockey goalie equipment manufacturer, Brian’s was known as a custom graphic company. They made high end equipment, but customers were drawn to the custom designs they could put on the pads, rather than the specifications of the gear itself. Brian’s changed the game in 2008 when they did something no other company was doing at the time, they created a Facebook page. The introduction of this page not only gave the company a massive new following, but also started them down the path of becoming the leader in technological innovation. Brian’s used there social media reach to innovate products for the high and low end markets.

When you ask an old person what their biggest regret in life is, an overwhelming majority lament that they wish they had travelled more in their youth. They often cite a lack of funds, or life’s responsibilities as reason for postponing their plans. Contiki was a company that was created to address this issue. Contiki is a tour company that connects like-minded people, by offering affordable trip packages for ages 18-35. The organization’s slogan is “No Regrets” which shows that they know what note they need to strike with their customers to encourage them to book a trip. Contiki uses social media effectively to encourage their customers to tell their story, and by doing so, market the service to all of their friends. While not the only marketing technique they use, this is one of the many ways Contiki keeps their customers engaged.

Even if you’re not in the market to buy or sell a home, you’ve likely had your eye caught by a realtor’s face on a bench sign, bus stop ad or other billboard-type promotion.  It has been a successful exposure-gaining method used for decades by people in the real estate industry, one that has often been a strong step to gaining contacts for potential deals.  But did you know that according to Realtor Social Marketing, 90% of home buyers begin their search online? Nicole Bafaro, Sales Representative with Sutton Group Heritage Realty in Ontario’s Durham Region, has successfully built her real estate career by venturing beyond the goal of simply making contacts; she is building and strengthening relationships through online client engagement within her community through her use of social media.

Professor Justin Bruckmann walked into his martial arts academy on September 8th, 2016, expecting a normal day of teaching classes. What he was instead greeted by was the destruction of his life’s work. The club’s hot water tank had burst, flooding the entire building. Nothing could be salvaged, from the floor mats, to the washrooms and Justin was left waiting for insurance to pick up the pieces. With nothing to do but wait, Justin turned to his social media network to spread the terrible news, there were classes to teach and no academy to house the students. What happened next was a perfect example of employee involvement helping an organization recover and thrive.

No matter which social media platform I’m on, there it is…. No matter which conversation I join, someone brings it up…. Turn on the news and there is again… Pokémon GO. Pokémon GO is officially the biggest mobile game in the United States, with 21 million active daily users.1 According to Wikipedia it is a free-to-play location-based augmented reality mobile game developed by Niantic and published by The Pokémon Company. It was released in July 2016 for iOS and Android devices. The game allows players to capture, train, and battle virtual creatures, called Pokémon, who appear on device screens as though in the real world. It makes use of the GPS and camera of compatible devices. Although it is free-to-play, the game supports in-app purchases of additional gameplay items. An optional companion Bluetooth wearable device, the Pokémon GO Plus, is planned for future release, and it will alert users when Pokémon are nearby.2

DB Schenker supports industry and trade in the global exchange of goods: in land transport, worldwide air and ocean freight, contract logistics and supply chain management.1 Globally they employ over 66,000 employees at over 2000 locations.  Their Canadian operations account for over 1600 employees at over 40 locations.  Roughly 3 years ago, DB Schenker started to utilize social media as part of their marketing strategy.  

Coca-Cola has found a way to stay relevant in a market that is slowly turning away from sugary drinks like soda. Coke’s integrated marketing strategies utilize both traditional and new media to create unique ads that tell a brand story across multiple channels. Coke employs social media as a way to invite consumers to be a part of their story. Using social media as a marketing tool allows Coke to onboard younger generations and creates a call to action. Personalized content and an innovative delivery system are what make Coke so popular. No matter which way you slice it, Coke is winning the social media ad game. Because after watching these videos, you’re probably going to be thinking about having a Coke.

To take a picture is to capture a moment in time. Each captured image has the potential to carry its own unique feeling through time, and bring you back with happiness and wonder to the origins of that moment.1  “I grew up around lenses, my dad worked in television and seeing life through a lens seemed more real to me” 2 says Paula Capella.  Paula Capella Photography not only captures those precious moments, but uses social media to capture important information to help grow her small business.  

Amazon is a corporate behemoth that dominates e-commerce and e-fulfillment. What started out as an online bookstore is now a complex online ecosystem that involves thousands of moving parts, including employees, suppliers, and shippers. As Amazon expands and grows, the need to innovate and streamline their supply chain becomes paramount. One of the ways that Amazon innovates their supply chain management is via technology like mobile apps and social media. Their increasingly automated systems alleviate costs, and improve overall speed and productivity.

Social front end product development is a concept that is gaining traction in the business world. Why? Because it yields off the charts results! Front-end product development involves using social media to gain valuable insights on what customers want. But, it’s not just about social listening, it’s about engaging clients directly in the creation and development of a product or service.

“Steaming” Ahead with Product Development and Design

Catherine Mills   June 14, 2016

In Spring of 1998 after recently being fired from a brewery, three friends set out on a canoe trip.  That canoe trip would lead to a campfire conversation that would change all of their lives. Greg Taylor, Cam Heaps and Greg Cromwell “The Three Fired Guys” wanted to make a Pilsner that would compete with the best in the world. They did just that! Their brewery is named Steam Whistle, drawing from the inspirational sounds of steam rushing from factory whistles, signalling the end of a fulfilling workday and a time for personal reward.1 The Three Fired Guys built their company with a retro feel, when marketing of goods relied on the trust between manufacturer and consumers. Steam Whistle understands the importance of listening to their consumers and makes ever effort to do so by utilizing social media.

When it comes to purchasing makeup products today, the first company that typically comes to mind – and even conversation – is Sephora.  Approach most women and men who have carefully applied a swipe of indigo eyeliner or a dusting of rose-gold eyeshadow where they bought the product from, and you’ll almost always hear, “Sephora!”  In a world that is so obssessed with image and beauty, Sephora continues to build their customer relationship based on a simple ideology – understanding customer wants and needs, and connecting that customer with the right product.  

  Social Media screening of candidates has become common practice in today’s fast passed recruiting process. Is it ethical, or does this behavior infringe on ones freedom of speech, and how efficient is it really?

Everyday there are creative people all over the world working towards building new futuristic inventions and making advances in the world of technology.  This week I will be exploring the Future of Social Media and its relation to these new inventions.  There are many different directions to go in, when talking about a topic like this, so I will try to give you as much useful content as I can. What do you think of when I say the words the evolution of social media? And more importantly what does the future hold for us with its use? With social platforms at our disposal,  company’s are changing the way they conduct business, thus impacting the way society functions.  Social Media is being used as a tool to aid in every aspect of the business chain yet one area that still hasn’t made much headway are the CEO’s of today and how they are using Social Media to interact with their customers. I will also share with you some insight about amazing advancements in the digital world and end with a brief discussion on the importance of providing true content when putting out posts.

The beauty industry is a multi-billion dollar market and social media is becoming a beauty battleground as companies compete for their share of the pie. Companies are constantly looking for new ways to engage their customers, build brand loyalty and of course increase sales through their social media efforts. With a number of major players in the industry thriving in the social media landscape, beauty companies constantly have to come up with new and innovative ways to garner the attention of their sometimes fickle target market. One company that has been very successful in accomplishing just that is L’Oréal. Not only has L’Oréal amassed an impressive base of followers on their social media accounts but they have also been praised for their innovative campaigns that continue to raise the bar for competitors and inspire companies in other industries as well. “Globally, L’Oréal has an objective of building 100% love for our brands, and social media is crucial to driving engagement and affinity for the brands that sit under the broader L’Oréal group banner.” – Emma Williamson, Manager, Consumer Affairs and Social Media ANZ The following video provides a quick look who L’Oréal is and at some of their social media successes to date.

Do you have a favourite advertisement on TV that just grabs your attention every time its on? Or perhaps a campaign run on Twitter, Facebook or another social media platform that lights a fire within you and inspires you to share it along.  Businesses have sure changed the way they market products or services to us.  In the past marketing campaigns were solely focused on selling their products to us post production, now companies are turning to social media from the inception of a product all the way to its delivery on store shelves.  However the challenge has now become how to use social media platforms to reach customers in new and exciting ways while providing real time experiences for them to comment on and share, thus making companies more likeable and trustworthy in the eyes of their customers. I asked Ed Rush, Global Marketing Executive at Elemica to share his thoughts on this subject, “There is an old saying – “you have two ears and one mouth, listen twice as much as you speak.” In my experience in business to business, it seems most forget that rule when it comes to social. Too many marketers are eager to post their message and speak to the market and attract likes, comments, and follows. However, so much more can be learned when you refocus your attention from social “speaking” to social “listening” across your networks. When the primary objective is to learn about the challenges, priorities, and/or objectives of others in your community, you can then approach your outreach with a much more strategic and tailored communication. Ultimately, facilitating a buyer’s journey is more about understanding where they are at and expertly facilitating them through the process. You can’t do that if your speaking twice as much as listening.” There is one company that I am excited to share about which is taking its social media marketing campaigns to new heights, and that is HP.  Keeping in trend with the latest platforms, HP launched the #BendTheRules campaign that blew customers away and resulted in much success socially. So what is Social Media Marketing and what are its the benefits? How are businesses currently working with it and what are the new trends that companies should embrace?  Let me begin by answering the first two questions.  According to Wikipedia, “Social Media Marketing is the process of gaining website traffic or attention through social media sites.”  In… Read more »

How the Communitech incubator in Waterloo ON, is leveraging social media to market its services to Silicon Valley North start-ups in need of just the right guidance to get their big idea off the ground.

As a loyal fan, I have been using iPhones for 5 years, never thinking about to look at other brands. I fell in love with Apple products right after I received my first iPhone in 2010 as a gift from my husband. It was also in the same year, I learned about Foxconn (Apple’s most important manufacturing supplier) Suicide on Sina Weibo (China equivalent of Facebook). A spate of worker suicides highlighted the conditions at its supply chain led to the worst public relations scandal in Apple’s history. In 2010, from January to June, 18 Foxconn employees attempted suicide with 14 deaths at the Foxconn City industrial park in Shenzhen, China. Their ages were between17 and 25. The way they chose to end their lives were jumping from their factory dorms. The company was pilloried in the media over allegations of poor working conditions and bad management, including long hours, crowed dorms, involuntary labor, record falsifications, improper disposal of hazardous waste, under-age worker. Another brand name “Apple” was being mentioned in every article and sometimes was put on the headline purposefully to drive attention. Foxconn was described as “Apple’s sweatshop” in massive social media posts. No matter that Apple wasn’t the only company that hired Foxconn to build its products, success made it a target.

Started in Australia, Coca Cola’s “Share a Coke” campaign won a great success in 80 countries from 2011 to 2013. This multi-national campaign selects common first names, puts them on the label and aims to have people go out and find a bottle with their name on it, then share it with their friends. In Coke’s China market, when first hit difficulties in 2013, the campaign became probably the most inventive twist in the end. Co-creation with social media played an essential role in this success.

  Through its innovative My Starbucks Idea, the company known for fresh roasted beverages, wholesome food on the go, and the decadent Iced Caramel Macchiato, is looking your way for their next great product idea.  

  While engaging your audience is usually not a bad thing, giving up total control for one of your most prestigious annual events can be. Which is why the NBA is rethinking the process for how All-Star votes are cast.