Tag Archives: case study

ISCAR Tools is an industry leading producer of precision carbide metalworking tools and inserts. Iscar provides a wide range of innovative carbide inserts, carbide endmills and cutting tools to tackle most metal cutting applications. They are also globally renowned for providing top notch engineering and manufacturing solutions  for a wide variety of major industries such as automotive, aerospace and die & mold production. To reach this level of success, it takes more than just providing a quality product to the market, you need to to be well rounded in all aspects of business. More importantly, you need to be able to manage and integrate all segments of your organizational hierarchy. When it comes to social media integration on a global scale, this is no easy task.    

An infographic on HighQ.com proclaims 2017 to be “the year of video marketing”. It states that this year, online video will account for 74% of all web traffic. Here are a few other metrics from the infographic  that make a compelling case for video content: 500 million people are watching Facebook videos every day Snapchatters watch 10 billion videos a day 82% of Twitter users watch video content on Twitter 52% of marketing professionals worldwide name video as the type of content with the best ROI In the blog post The Future of Social Media (And How To Prepare For It), author Ash Read provides the following takeaway from Buffer’s research report The State of Social 2016:  “Right now, video is hot and is standing out… But that won’t always be the way. As video creeps up in popularity and more and more brands and individuals are sharing it, it’ll be harder to get noticed.” One way of getting your video content noticed is by using aerial tech – using drones to capture or stream your video from a novel point of view. And one product that is promising to make this kind of tech more accessible is Selfly.

Brands becoming more Digital Consumer packaged goods companies have started to spend more for digital and social media to better meet changing needs of their consumers who are increasingly looking for education and inspiration on-line. Digital and social media helps companies to craft a more personalized and better targeted message to their consumers and, as such, often achieve higher ROI vs. traditional TV media based on one-size-fits-all approach. Parmalat Canada views Social Media marketing as an essential tool in brand building and promotional plans for its flagship brands President, Galbani, Black Diamond, Balderson and Astro. These brands have on-going digital presence at major social media platforms such as Facebook, Instagram and Pinterest. The company seems to having embraced Social Media practices that require more message customization, more personal approach to consumers and faster response time vs. some traditional marketing media like TV and print.

WebiMax is an internet marketing company that was founded in 2008 by Ken Wisnefski. According to Wisnefski, the company was founded on the principle of providing a service that would actually help clients succeed “by working with them more as a strategic partner than merely an outsourced vendor.” WebiMax boasts that since its founding in 2008, the company continues to evolve as the internet marketing industry evolves. The company claims to have the largest number of internet marketing professionals in the US, with over 100 marketing specialists on their team to help their clients reach their organizational goals. The company provides a wide range of services to their clients such as: Search Engine Optimization Search Engine Marketing Web Design Social Media Marketing Reputation Management Conversion Optimization PR Marketing Lead Generation E-mail Marketing E-Commerce Solutions Mobile Websites Link Removal Services

On February 4, 2005, YouTube started a revolution by giving us a seemingly endless stream of content, on demand. You could watch videos by celebrities, tutorials by up-and-comers, or movie trailers released by studios. Over the years, videos continue to be released, creating new stars and streams of content from global contributors. But no more is YouTube the only major player in the game. With over a billion users generating billions of views and hundreds of thousands of hours of content watched, it is only natural that other players would want to capitalize on this captive and attentive audience. Social media giants Facebook and Twitter are getting in on the action by promoting real-time engagement video capability aimed at engaging the attention of global audiences.

In recent years, the popularity of CrossFit seems to have sky rocketed into orbit. The first time I heard about CrossFit was in 2008. At that time, I assumed that it was just another fitness fade that hardcore gym enthusiasts did to look cool. Undoubtedly the shine would wear off and its popularity would dwindle. I had the same thought process regarding the future of social media in a marketing for business capacity. I was wrong on both accounts. I think it is safe to say that social media has played a pivotal role in the success and growth of the CrossFit brand since day one. In today’s business landscape, staying progressive when it comes to new advancements and technologies in all areas and aspects of business is vital to the future success of your organization. The CrossFit brand does just that.   From a marketing perspective, CrossFit has excelled over the years at identifying and incorporating new methods of social media as a way for them to reach the masses with their message. This trend appears will continue into the future as new innovations and technologies continue to develop. From YouTube channels, blogs, podcasts, CrossFit TV and nationally televised CrossFit competitions, they understand the value and importance that mainstream and social media outlets provide to the future growth of their brand.  

According to the Instant Pot website, this “intelligent multi-cooker, [is] capable of completely replacing [a] pressure cooker, slow cooker, rice cooker/porridge maker, sauté/browning pan, steamer, yogurt maker and stockpot warmer.” Currently one of Amazon’s best selling items, Instant Pot has a huge online fan base. With an official community site on Facebook boasting more than 434K members and a number of satellite communities (e.g. Instant Pot Recipes with 122K members and Instant Pot Cooks with 60K members), the Instant Pot is an internet sensation. That said, it may be surprising to find out that Instant Pot is not a brand new product . According to Grace Hwang Lynch in her article Not Just a Crock: The Viral Word-Of-Mouth Success of Instant Pot,  the electric pressure cooker “has been around since 2010, but really became the buzz during the last six months of 2016.” Let’s take a look at the clever social media strategy that created all that buzz.

On-line retailers have been commanding a higher share of Canadian retail spending every year. The trend is largely driven by convenience (e.g., home delivery), wider assortment (due to absence of physical shelf space) and opportunities for consumers to use social media to share their opinions about their experiences with the product. Amazon.com and its Canadian web-site, Amazon.ca,  are  great examples of successfully capitalizing on the above trends to provide the best in class on-line shopping experience. Amazon has become the largest on-line retailer in North America, selling over 480 million products in the USA and 133 million in Canada.

Patagonia is a hugely succesful company that grew out of humble beginnings. It all started when 14 year old Yvon Chouinard developed a love for the sport of climbing, as a member of the Southern California Falconry Club. As Chouinard became more involved in the sport, he soon realized that the only pitons available for climbing were made of soft iron and were placed in the rock once and left there. He found that this was not ideal. Chouinard then met John Salathé, a Swiss climber who made his own hard iron pitons. Chouinard thought that if John Salathé could do it, so could he! In 1957 Chouinard bought a coal-fired forge, an anvil, tongs and hammers and taught himself how to blacksmith. Chouinard made chrome-molybdenum steel pitons and before he knew it, he was in business. He could forge two pitons an hour, and sold them for $1.50 each. Over the years, this company grew to officially become Patagonia in 1973; a company that’s roots remain in alpinism but have expanded to include clothes for climbing, skiing, snowboarding, surfing, fly fishing, paddling and trail running. Patagonia focuses on these silent sports, where “the reward comes in the form of hard-won grace and moments of connection between us and nature.”

DoSomething.org is one of the largest global organizations for young people and social change. They mobilize their members “to make the world suck less” by by participating in campaigns impacting causes from poverty to violence to the environment.

The Canada Science and Technology Museum opened in 1967 as part of Canada’s Centennial celebrations. The idea for the Canada Science and Technology Museum was born out of the Massey Commission. In 1951, the report recommended that the Canadian Government do more to support the arts and sciences in Canada; further emphasizing the need for a Canadian Museum of Science. Between the time the Massey Report was issued and Canada’s Centennial year, many proposals were submitted for this new national institution of science; many of which were costly in a very uncertain funding environment. Finally, at the beginning of 1967, Dr. David Baird was appointed as Director for this proposed national museum; set to open at the end of the Centennial year. Due to time constraints and funding uncertainty, Baird decided to house the Canada Science and Technology Museum in a former bakery and distribution centre in Ottawa. The bakery was meant to temporarily house the Museum; however it remained in the same location until 2014 when it was forced to close due to the discovery of mould. As unfortunate as this reality was for the museum, it finally received the funding it initially deserved. The Canada Science and Technology Museum’s facility will be renewed to ensure the continued education of ‘Canadian innovation and to inspire the next generation of great innovators’, as stated in their mission. The renewed Canada Science and Technology museum is slated to open in November of 2017; and appropriately so, as it is Canada’s Sesquicentennial year!

Before we are born, we are already getting measured. We enter this world with a measurement of weight and length. Through no decision of our own, we are thrust into a world where the measurement of virtually everything is embedded into the fabric of society. We measure blood sugar levels, job performance, life goals, height, intelligence, and so forth, and the list of possibilities is endless. In fact, I am even getting measured on the quality and content of this blog. “He uses statistics as a drunken man uses lamp posts – for support rather than for illumination.” Andrew Lang, Scottish Writer Today’s business world provides a prime example in which our obsession with metrics is evident on a voluminous scale. As it relates to the business world, without analytics, a company is vulnerable. However, just owning analytics tools and methods of measure is not enough. While data in business is important, being able to identify the right data that correlates to your overall growth as a company is essential to achieving your longterm goals. This too can be said of the social media for business environment.  

Watsi is a non-profit crowdsourcing platform that enables anyone to fund life-changing medical procedures for patients in developing countries who might not otherwise have access to healthcare. At the time this case study was written, 22,102 Watsi donors had funded healthcare for 11,559 patients in 25 countries. Patients waiting to be fully funded included Vehn, a farmer from Cambodia who needs a hip replacement, Olga, a single mother from Guatemala who needs treatment for diabetes, and Dah Htoo, a 2 year old boy from Burma who needs surgery to repair burn damage. When Watsi founder Chase Adam was a Peace Corps volunteer, he was traveling through a small town in Costa Rica when a woman boarded the bus. Her son required medical treatment she could not afford; she showed his medical records and asked passengers for money to help pay for his treatment. The town was called Watsi and the idea of developing a platform to crowdsource funding for vital health care in developing countries was born. Soon after the platform launched, the idea gained traction on Hacker News, and eventually led to Watsi being the first non-profit startup funded and accelerated by Y Combinator.

Social Media’s Impact on the Supply Chain industry is deeper than you might think.  Many organizations are using the information gathered from social media to predict trends, ensure timely delivery of goods and source where a product is made.

Clearwater was established in 1976 by two very ambitious Nova Scotians; John Risley and Colin MacDonald. Risley and MacDonald started Clearwater as a local Lobster Pound, named for the cove in which they operated, with only a pick up truck and a vision. Over time, their vision grew from its humble beginnings in Hubbards, NS at ‘Clearwater Cove’. Clearwater grew to become Clearwater Seafoods Inc.; one of the world’s leading seafood companies and the largest holder of shellfish licenses in Canada. Since its establishment, Clearwater has been a company committed to sustainability through science-based management. As company CEO, Ian Smith notes: “Since Clearwater’s humble beginnings, we’ve continued to invest in science and stewardship of the resource to sustain and grow the wild seafood products we harvest. Sustainable seafood harvesting has always been at the core of Clearwater’s business, and will continue to drive our success moving forward.” Clearwater now exports product to over 40 countries and has over 15 offices and processing facilities worldwide. A crucial component to this continued business growth is the way in which Clearwater manages their supply chain; from ‘ocean to plate’.

The supply chain plays a pivotal role in the overall success of an organization, but even more so in the fresh food sector. Restaurants and other food related operations are always looking at ways to cut costs and maximize profits in the most effective and efficient methods possible. Whether it be healthcare, restaurant chains or even small mom and pop type restaurants, GFS understands that managing all those moving parts can be an overwhelming aspect of doing business. GFS is the largest family operated distributor in North America that has been running for over 115 years and services restaurants, universities, healthcare and a variety of other foodservice operations. Logistics and supply chain challenges have been at the core of the GFS company fabric since it’s establishment in 1897, but being able to manage the supply chain and its intricacies in 2017 is a different dynamic entirely. In addressing this fundamental concern, GFS developed “GFS Connect” with the goal of providing the customer total traceability and accountability anywhere, anytime in an easy and convenient way: “GFS Connect Mobile is the companion application to GFS Connect, offering you access to the same information on a mobile device. This one-of-a-kind tool lets you run your business on the go, anytime, anywhere. It’s the first and only mobile application available to food service operators throughout Canada – and it’s easy and convenient to use.”- GFS Canada Website

Role of Innovation in Consumer Packaged Goods Developing innovative products for consumers is considered as one of essential marketing functions at Parmalat.  Product innovation usually plays an important role in life cycle of any consumer packaged goods company. Innovation is tasked to drive incremental volume for the company, keep consumer delighted with its products and provide retailers with increased profits opportunities. In Food Industry, major players, such as Parmalat, are literally expected to come up with new products every year to inject news and dynamics to the category and “protect” their shelf space at retail.

PowToon is web-based software that enables users to create animated videos, According to the PowToon website, “anyone – even if you don’t know a pixel from a proxy server – can create engaging, animated videos with a professional look and feel.” Four years after its launch in 2012, PowToon boasts over 10 million users worldwide who have created and shared more than 30 million PowToons. Product development is ongoing; company co-founder and CEO Ilya Spitalnik recently posted PowToon 2016 Year-in-Review: New Features & 2017 Spoilers on the company blog and social media channels. The product enhancements celebrated in this post were, of course, presented in a PowToon video.

Are you familiar with Itty Bitty Ballers? I think they’re hysterical. When I saw the tv commercial last month, I knew I had to have one! I immediately went to www.ittybittyballers.ca and – to my surprise, of the nine original figurines, six were sold out! But what is the story behind this viral internet success? GoDaddy, the world’s largest cloud platform dedicated to empowering small, independent business ventures, has just closed out their Itty Bitty Ballers campaign featuring Toronto Raptors center, “big man” Jonas Valančiūnas (JV). The campaign was focused around JV’s mythical business, www.ittybittyballers.ca.  The site displays his nine lifelike figurines that capture him in action poses, such as riding a Raptor, dabbing, and giving high fives.  GoDaddy positioned our 7’0 centre as spending his spare time creating these miniature works of art. This juxtaposition was amusing and intriguing enough to drive customers to want to adopt the itty bitty JV’s as their own. Two of the nine figurines sold out the day the campaign launched, and then once the campaign went viral on social media, the remainder sold out in less than 24 hours.  From the outset, the advertising campaign (seen both on tv and online) seems comical, but through their product promotion, the team at GoDaddy managed to virally promote the ease of their solutions while supporting a small local business… all through the power of one itty bitty baller.

Background Parmalat is one of the largest food companies in Canada with $2.2 billion annual revenues. The company is a marketer of such popular retail brands as Black Diamond cheese, Ficello Cheese Strings, Astro Yogurt, Lactancia Milk & Butter and Balderson cheese. The company has a large and diverse work force of 2,900 people, operating a large corporate office in Toronto, 2 major sales offices in Calgary and Montreal and 16 manufacturing plants across Canada. Challenge Given the scale and complexity of its work force, Parmalat Canada has been searching for effective ways of promoting company’s values and increasing employee engagement across many branches with their unique geography, organizational culture and regional dynamics. This challenge is especially magnified by the company’s work force composition – only about 30% of work force is full-time employees working in main offices or plants, whereas 70% of workers are part-time hourly workers at various plants. The HR Department has turned to Social Media to increase employees engagement. The idea was to encourage company’s employees to share new ideas on  improve various aspects of company’s operations ranging from work processes, life balance, health & safety and even new product ideas. Social Media Solution The choice of social media tools that will allow for maximum participation in the initiative was difficult one. The company’s digital culture has been defined by work force average age (40+), and a long practice of using IBM Lotus Notes as a major source of all inter-company communication. As such, the HR department has opted for finding new ways of using existing technologies, expanding their ability to function as social media tool as opposed to creating new social spaces on Intranet or developing dedicated digital applications modeled after popular applications like Facebook, My Space etc. Towards that end, the corporate Lotus Notes was re-designed to give birth to a large digital project called “Parmalat’s New Ideas” that allowed employees to integrate social media functions with their regular activities on the Intranet.  The new platform provided capabilities to share and discuss ideas on various topics and select the best ideas by employees voting (15 votes required to put the idea for the Senior Management consideration). Real Life Roll-out/Early Wins In 2015, the Communication Manager, Ambra Sultzbaugh , led the roll-out of this initiative to employees in a series of in-person meetings across different regions. Since then, the program has significantly exceeded initial expectations… Read more »

Bronzeback, Bucketmouth, Football, Lunker, Chunker, Toad, Hawgs, whatever word you choose to define fish, angling for those elusive trophy wall-hanger’s has been part of the human DNA for thousands of centuries. According to National Geographic ” Fishing is an ancient practice that dates back at least to the Upper Paleolithic period which began about 40,000 years ago”. So it should come as no surprise that this popular past time continues to remain a popular activity in the 21st century.  

I was watching CNN the evening of January 3, 2017, when The Ridiculist segment aired on Anderson Cooper 360°.  Much to my amazement and delight, I witnessed Anderson Cooper and Frank (a member of the studio crew) re-enact a twitter feud that had taken place the day before between Wendy’s social media manager and twitter user Thuggy D. Thuggy D had taken exception to a tweet touting Wendy’s claim that their beef was never frozen. The ensuing exchange between Thuggy D and Amy Brown, Wendy’s Social Media Manager, was not only re-enacted on CNN, but was covered extensively by online media outlets like Mashable, Mediaite, The Daily Dot, Forbes.com and more.

Paul Sperry hailed from a family that had a longstanding relationship with the sea. As a result, he went on to become an accomplished sailor himself. Sperry was a Seamen, First Class in the United States Navy and in his spare time sailed aboard his own boat ‘Sirocco‘. During a chance encounter with rough seas, poor shoes on a slippery deck nearly cost Paul Sperry his life. It was at that moment that he began searching for a solution to the unfortunate problem of many sailors. After much trial and error, it was eventually Sperry’s dog who would help him come to a solution. After watching his dog run across ice without struggle, Sperry decided to create grooves in a rubber sole, similar to those that were in his dog’s paws. In 1935, the first Sperry deck shoes were made. The sole of the Sperry Top-Sider deck shoe “sticks like a barnacle” and was therefore trusted by the United States Navy as an official shoe during the Second World War, The Kennedy Family during their sailing adventures, and as the official shoe for the America’s Cup. Given the fact that the Sperry brand of deck shoes were, and continue to be the top choice of such customers, it is no wonder that the Sperry brand entrusts their customers to ensure the quality and the longevity of the brand.

The Royal Ontario Museum is one of the world’s leading museums in regard to natural history and world cultures. Given this fact, one might assume that an institution such as The ROM would want to keep it’s knowledge within it’s walls; however that is not the case. The ROM is arguably one of the most social and tech savvy learning institutions in the country. This is due by and large to their philosophy on social media and their social media coordinating team. Through online communication, The ROM hopes to build strong community connections and encourages individuals to engage in conversations and debates with their experts and employees directly.

According to Intercom, “The way businesses talk to people online is broken. Intercom is fixing it. Intercom is the first to bring messaging products for sales, marketing & customer service to one platform, helping businesses avoid the stiff, spammy status quo and have real conversations that build real connections.” Intercom describes its platform as “simple, personal, and fun for everyone”, and a growing number of customers obviously agree. According to Alex Konrad, staff writer for venture capital, startups and enterprise tech at Forbes, “Intercom is now adding 600 paid customers and $1 million in new revenue every 10 days.”