Direct Sales has never been a business for the faint of heart or weak-kneed. Stella & Dot creator Jessica Herrin succinctly expressed this sentiment in a 2016 Forbes interview where she noted the huge ‘ick’ factor associated with the industry. Direct Sales may get a bad rap because of its potential for people to feel locked-in by high quotas, awkward customer engagement strategies and defined territorial boundaries. However, by adopting a social selling approach that’s creatively coupled with the most visually engaging social media tools, Stella & Dot has positively re-shaped the image of direct sales in the jewelry and accessories realm. Under Herrin’s leadership, Stella & Dot is an indisputably profitable enterprise with $300 million in revenues. The company has also paid some $300 million in commissions to more than 50,000 stylists, who keep up to 35% of the value of sales they make. Herrin’s successful approach is an example of how to lead with product, be customer-obsessed and leverage technology. How has Stella & Dot managed to bring these three elements together so masterfully, and which technologies are incorporated into its social selling approach?
Emco is a wholesale and retail plumbing supplier with highly sophisticated B2B clients doing multi-million dollar projects, and also has many ordinary B2C folk who just need a new faucet for their bathroom reno. How does a conglomerate like Emco engage their diverse customer base through social media, and, how effective is Emco’s social media customer engagement? There are two types of B2B Emco customers. Let’s consider the “3 bids and a buy” customer who calls late Friday afternoon for a price comparison. Sure, the customer is just price shopping, but Emco’s local branch will gladly fill out the RFP (Request for Proposal) and email it back promptly. They’ll follow-up conscientiously, but they know only the lowest price wins with this particular client, and this time, it may not be in Emco’s best interests to match the competitor’s lowest price as margins, ROI, and the intrinsic cost of time necessary to get this sale may not fall within their sales formula. Emco’s sales professionals know that selling on lowest price isn’t going to create an ongoing sales relationship. Emco wants all their customer’s business, and they are highly motivated to take a lot of time to cultivate multiple personal contacts to develop deep customer engagement, often requiring complicated engineering solutions to alleviate their customer’s pain points along the way. Emco’s mantra is “Get your customer out of pain”, and much like the intimate relationship between a doctor and his patient, Emco works fiercely to foster strong customer relationships based on person-to-person meetings, expertise, collaboration, and transparency formulated on correct customer problem diagnosis and resolution. Emco’s core belief: develop mutual respect and confidence based on providing solutions, and the customer–corporate relationship will have deep roots, based on mutual trust, and will have long-lasting mutual value. Sometimes, that makes their products more expensive than their competitors’, but for a large B2B customer working on a multi-million dollar project, it’s getting the job done on time, and within budget that matters most. Is it even significant then, if the customer pays a few dollars more for Emco’s product if that special valve to finish this vital stage can arrive on-site tomorrow? Suppose there’s a crew of engineers stuck out in the field, ground to a halt in BC’s interior, because they can’t move on without that specialty item. The clock is ticking and time is money – big money. Often, taking the time… Read more »
Budget Marine is the Caribbean’s leading marine chandlery with retail locations throughout the Caribbean. Budget Marine’s customers range from live-aboard cruisers, to power boaters, to megayacht captains & crew. Generally, their customers fall into two categories: boaters who are there for high season, and resident “yachties” who live in the Caribbean and migrate up and down the island chain to avoid hurricane season.
In a world where social media can make or break a business, Tripcentral.ca puts it all on the line for their customers. The only major travel agency to leave their Facebook reviews open for public comment (with a 4.8 star approval rating and immediate responses to any negative comments), they put their reputation to task daily to hold themselves accountable to their customers, and to be the best they can be.
TripAdvisor is a good example of how to build successful business and sustain YoY growth by customers’ usage and engagement. Once a website for hotel reviews, TripAdvisor became an online place where customers can plan and book nearly everything for their trip: starting with accommodation, restaurants, guiding tours etc. Nowadays, TripAdvisor provides both its customers: businesses and travelers, a platform to socialize. Travelers share their experiences via reviews and businesses have an option to respond directly to the traveler. TripAdvisor is one of the largest travel sites that offers advice from millions its users. With 465 million reviews, covering 7 million accommodations, restaurants and attractions in 49 markets worldwide, TripAdvisor is branded the largest travel community in the world. TripAdvisor attracts 390M unique visitors every month, more than 280 reviews are submitted to the website every minute and more than 10 000 businesses are added to the website and apps every week.
Deyaar is one of the largest property developers in Dubai, They strive to serve their customer in the best possible manner, came up with the idea which will create value for Deyaar’s customers by saving their time and effort by streamlining the processes and providing an online channel to manage their properties from anywhere.
Tone It Up was started by Katrina Dawn and Karena Scott with a $3,000 start-up investment in 2009 (Lepore, 2017). They began by self-shooting and editing beach workout videos targeted to women, that they put on YouTube. Fast-forward to 2017, Tone It Up is a multi-billion dollar fitness/nutrition/lifestyle company, boasting a community of over 5 million women (Lepore, 2017). What is in the secret sauce for their success? Tone It Up has tapped into one of the most successful tactics to propel businesses in this highly social and digital age – engagement.
Everybody knows of their community newspapers, but few know that these community newspapers are owned, operated and published in Ontario by Metroland Media. It’s a surprise that Metroland Media is not a common household name, having most of Ontario’s community media market share. In fact many people refer to their community newspapers by the name on the front page, but behind it all, is Metroland Media. Metroland Media Group has gone through many stages of ownership and various titles, but has since been remained Metroland Media Group after the 2006 merge of Metroland Publishing and City Media Group. Torstar, originally The Toronto Star, owns and operates Metroland Media Group, Star Media Group and has a diverse and developing portfolio of operations mainly across Canada, as well as other sectors around the world.
In his article ao.com: setting an example in social media strategy, Chris Price states that AO.com (formerly Appliances Online) “knows more than most about the power of social media.” The UK based company was founded in 2000 in by CEO John Roberts. According to the their website, the story goes like this: “Following a drink with a friend, CEO John Roberts bets him a pound that he could change the way white goods [aka household appliances] are purchased via the internet. The AO business is born as DRL Limited.” Fast forward to 2016: AO.com expands into the Netherlands with the launch of AO.nl, is named Best UK Retailer of the Year 2016 by Verdict Retail, is awarded the Customer Experience Initiative of the Year at the Retail Week Awards 2016, and is ranked #1 in the Retail Week/Glassdoor Top 15 Retails to work for in 2016. And these are just the latest in a string of awards the company has received. As Andrew Kirkcaldy, who is currently the Group Brand Director at AO.com, admits to Price, “We have to think a little out of the box because white goods aren’t the sexiest of things to create content around.” And at AO.com, thinking out of the box comes to life through an impressive social media strategy that touches virtually all areas of the business.
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.
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.
As one filters through the literature on social media marketing, it becomes glaringly obvious that the rift between digital and traditional marketing has undergone some reverse tectonic movement. No one in any respectable marketing position will make the faux pas of comparing Facebook ads with print ads (unless they intend to elicit judgmental stares). Digital marketing in all its strategic glory is here to stay for the overnight cross continental long-haul.
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 »
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.
Accor Hotels is a world leader in hotel management, with more than 3500 hotels in the world, their well-known brands include Sofitel, Fairmont, Novotel, Ibis Hotel, Pullman, and more. When it comes to customer engagement, Accor is strongly committed to providing individualized, memorable customer experiences that fully integrate the use of social media to engage the customer. Accor understands that through heightened customer engagement comes heighted customer loyalty and ultimately, heightened corporate revenues. Accor is continuously looking for innovative ways to further engage their customers in order to provide the ultimate customer experience that will have them returning again and again. Given the ever increasing competition for customer attention, Accor has embraced social media and has become a global leader in digital presence focusing on multi device engagement with emphasis towards the management of its on-line reputation.
This season marks the 60th Anniversary of varsity athletics at the University of Waterloo. Sixty years have come and gone, and along with those years, so have the traditional posters and signs around campus advertising games and building team pride. Today, social media marketing makes up approximately 75% of the department’s advertising efforts according to the department’s Social Media and Brand Manager, Steve Brooks.
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.
Toronto-based Lulu et Elle Photography specializes in stylized newborn imagery. Owner and principal photographer Lana Polashek is at the top of her game on account of her innovative and personalized approach to documenting the arrival of newborns. Her success lies in the ability to produce photography shaped by client-driven narratives and share the studio experience through social media. “Being a newborn photographer allows me to document intense moments of vulnerability. The fragility of the baby, along with the vulnerable state of the parents, are all essential parts of the story. This is where my brand is – excuse the pun – born. Customer engagement starts at the most fundamental level – the photography session – and continues through my social media strategy.” Lana Polashek Customer engagement can be understood as the psychological state emanating from a collaborative customer/brand experience. Engagement reflects a motivational state which occurs through an individual’s interactions with a particular product or service. Engagement differs from satisfaction, as the former is focused on consumers’ cognitive, emotional and behavioural patterns during specific brand interactions, whereas the latter may only develop thereafter.
When I was a child, I remember eating my breakfast at the kitchen table each morning as my parents listened to the latest in local news and weather through a little radio on the counter. This is how many people would get their information to start their day, but now, there are other options. Now-a-days, I set my alarm 30 minutes before I need to get up to allow myself time to check personal email as well as scroll through Instagram, Facebook and Twitter – and I’m certain I’m not the only one.
Living in a era of technology and connected devices , we all know the importance of being connected to the outside world through our electronic devices such as smartphones, tablets and etc, as necessary as it seems , this need increases the degree of reliability and dependency of most of us on our smartphones even for very basic stuff; navigating yourself to get to your desired destination, getting access to meal recipes, learning new workout moves and the list goes on. It is incredible how technology changes people’s habit over the years.It was not even 30 years ago when the first generation of handheld devices got into the consumer’s market with essential features, solely designed to make telephone contacts, whereas the latest generations will bring more and more mind boggling features at our fingertips. Speaking of mobile technology evolution, Samsung and Apple are by far the best in class quality mobile manufacture leaders in the world’s marketplace, two biggest competitors which are always introducing top-notch products to the market since the 1990s’.
Traditionally, Black Friday is a day for consumers to spend mad amounts of money on discounted wares. More and more in recent years, there are videos and phone captures of in-store fights, parking lot brawls, and general retail unpleasantness. But one company decided that there had to be a better different way. Cards Against Humanity, everyone’s favourite “party game for horrible people,” has spent the past three Black Fridays requesting that their customers pay a price increase or donate their money to the game’s creators. Though this is a clearly unconventional request, their customers passionately and quickly respond, giving their funds freely. Let’s look at how a start-up has not only turned their consumers into passionate product advocates, but also into willing financial contributors who receive little, if not nothing, in return.
When you think about customer engagement, it is quite easy to make the connection with customer satisfaction. In the for profit world the importance of winning new customers and keeping the customers to generate increased profits is a given. As expected, when I first searched for information on this topic I found plenty of examples of how for profit businesses were using social media for a business purpose. However, being from the Not-For-Profit world I wanted examples of how social media could be used to engage clients for the purpose of increasing their satisfaction with the services provided.
When actor Chris Hemsworth is not on screen swinging Thor’s hammer, you can usually find him in the gym crushing a weight training workout with Luke Zocchi of Zoco Body Pro. Hemsworth uses Zocchi’s expertise to get in shape for major movie roles, but Zoco Body Pro’s target market is the regular joe. Having A-list clients was enough to attract viewers to the company’s social media, but they have stayed for the incredible content. Zoco body pro has used their social media presence to create a new avenue for a business that started as a personal training, and while they still do that, their new market is global. When training local clients, Luke prefers hands on training. Some people like to be yelled at, that old-school, drill sergeant approach, but I normally train alongside the people I work with and that’s how I like to do it. This strategy is excellent for customers lucky enough to live near Zoco Body Pro, but the company has made a move on social media that will also help potential customers that can’t travel to “The Iron Temple”. They have recently launched a program called Twenty40 training that allows anyone on Earth to try the same workout regimen that has produced world famous results. This is an online venture that provides customers with step by step instructions on how to sculpt their goal physique, as well as giving nutrition tips to help fuel the new body. Zoco Body Pro uses many aspects of social media effectively to run their organization, and this new program will help spread their fitness message world wide.
In 2013, comedian Bryan Callen, asked UFC heavyweight fighter Brendan Schaub to do a podcast with him in his garage. The two were good friends, and Bryan noticed that Brendan had a natural comedic instinct, that could crack up a whole room. While both were moderately successful in their profession, nothing could prepare them for the heights their new show would soon reach. In three short years, the podcast has grown into one of the top 10 sports podcasts on Itunes. Podcasting has allowed the pair to have a stable income, while they pursue other interests. Acting and fighting are no longer their main source of income, and they can rely on income generated from their podcast. The podcast generates revenue from ad reads on the show, with many companies relying on podcasts to generate new customers. Bryan Callen had this to say about the future of social media. What’s really cool about the whole business of internet is it makes it easier and easier to have your own autonomy. The show has produced over 200 episodes, and spun off into various other side projects. Other businesses can look at The Fighter and The Kid, as inspiration to step into the future of social media.