Markets are conversations. Trade routes pave the storylines. Across the millennia in between, the human voice is the music we have always listened for, and still best understand. — The Cluetrain Manifesto, 1999 In 2014, Sephora, a world leader in beauty retail, joined the 6 percent of brands on SnapChat, blasting their followers with special deals on new beauty products. In 2015, the beauty powerhouse teamed up with women’s lifestyle publisher, POPSUGAR, to do what no makeup brand had done before: attach a mobile shopping function to customers viewing fleeting photos in Emoticode, an app similar to Snapchat. On June 6, 2016, Sephora was the big winner for small-screen commerce on mobile devices at the Internet Retailer Excellence Awards, dubbed “Digital Innovation”. In M. Penn’s University of Waterloo SMBP case study, Sephora – A Pretty Digital Face, the author explained the essence of digital innovation behind Sephora’s award: how smartphones and tablets contributed half of Sephora’s digital traffic, and how Sephora was one of the first to launch Apple’s expedited mobile checkout platform, Apple Pay, as a payment option in Sephora’s apps and in-store. For years, the retailer had tested beacons, small sensors that track consumers’ smartphones and send personalized messages in its stores A year later, on June 6, 2017, Sephora’s Senior VP of Digital Marketing, Mary Beth Laughton, gave the keynote address at the same Internet Retailer Excellence Awards. Laughton offered insights as to how Sephora, by partnering first with Kik Messenger in Spring 2016, and then Facebook Messenger six months later, introduced its chatbot messaging apps to leverage the power of smartphone mobile by delivering an immersive retail experience that goes beyond mobile commerce and empowers shoppers to learn, be inspired and play through the power of chat. Why the move to chatbots? According to Brian Honigman, a content marketing consultant and the CEO of Honigman Media, a consultancy focused on helping marketers and entrepreneurs see results with content marketing and social media, chatbot apps are mobile’s sleeping giant because they also embrace the power of platforms. That is why the original iPhone succeeded. It was not based on product alone but also leveraged the power of the app-store ecosystem. Messaging apps provide the perfect ecosystem for the next generation of applications. It only makes sense that a chatbot, whose ancestor was exclusively used for communication, and which was dubbed by Steve Jobs in the iPhone keynote as an “internet communicator,” would… Read more »
Social Media has played an important role in the growth of modern businesses. Due to the massive shift in global digitization, companies have been arming themselves with teams of people who monitor social channels, the performance of their brand and ROI of advertising dollars across channels such as Instagram, Facebook, LinkedIn, Google+, Pinerest and more. With 700 million active daily users, Instagram alone, combined with the exponential growth of other social channels, continues to be a draw for consumers and businesses alike. Since social media channels provide this convergence of consumers and brands, it makes it quite easy for marketers to start to collect data on the habits of consumers and serve up relevant and engaging content. Sometimes referred to as KPI’s or Key Performance Indicators, this data has mostly been used for reactive purposes. This type of data can help marketers and product developers understand what specifically drives customer engagement. Questions frequently ask include, was it a picture that was shared and was it a piece of literature sharing key information that served an audience. Listening to what consumers want and serving them up when they want it is a great way to connect and build brand awareness and ultimately help grow the business. Monitoring the positives does not go without measuring the negatives or the “risks” to achieving business objectives. Social Media KRI’s can also be very helpful in understanding how to quickly adjust based on operational, financial, strategic, and regulatory risks. This significantly can improve how a business weathers a storm as well.
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 »
When we think of social media, we often envision the curved necks, hunched shoulders and bent elbows of mobile phone users. These active, engaged audiences are liking, following, tweeting, and pinning their way through the day with ease. Social media provides incredible opportunities to create engaged communities. And companies are increasingly considering how to leverage these technologies to strengthen, widen and deepen their reach among a key stakeholder group: their own employees. Would it be possible for employees to feel as engaged using social media at their place of work as they do on their mobile devices during leisure time? If so, how can companies develop a robust, successful employee involvement strategy around social media; the kind of strategy that could be a game-changer when it comes to reaching the highest heights of internal collaboration and external recruitment? Exchange Solutions, a software solutions company in Massachusetts and Toronto, has discovered some novel ways to promote the use of social media and technology tools to improve talent attraction, and increase collaboration across their organization.
A communication revolution is sweeping over the workplace as it begins to dawn on company stakeholders that the personal benefits of social media communication could be bolstered in the corporate setting. If using social media for internal business communications sounds like a conflict of concepts, then this blog might change your mind… or not. A few mind-boggling stats: According to SEC filing, for the first time, Facebook’s U.S. ad revenue will be larger than the biggest traditional media companies trailing only behind Google. Updated May 8, 2017 Worldwide, there are over 1.94 billion monthly active Facebook users for March 2017 (Facebook MAUs) which is an 18 percent increase year over year. There are 1.15 billion mobile daily active users (Mobile DAU) for December 2016, an increase of 23 percent year-over-year 28 billion people log onto Facebook daily active users (Facebook DAU) for first Quarter of 2017, which represents a 18% increase year over There are 1.74 billion mobile active users (Mobile Facebook MAU) for December 2016 which is an increase of 21% year-over-year On average, the Like and Share Buttons are viewed across almost 10 million websites daily. Age 25 to 34, at 29.7% of users, is the most common age demographic. Five new profiles are created every second.. Every 60 seconds on Facebook: 510,000 comments are posted, 293,000 statuses are updated, and 136,000 photos are uploaded.(Source: The Social 75 billion pieces of content shared daily as of May 2013 which is a 94 percent increase from August 2012.(Source: Facebook) 50% of 18-24 year-olds go on Facebook when they wake up. One in five page views in the United States occurs on Facebook. 42% of marketers report that Facebook is critical or important to their business. 16 Million local business pages have been created as of May 2013 which is a 100 percent increase from 8 million in June 2012.
Nowadays, social media is part of our daily life. People want to share their everyday experiences with others: they study and work in different cities, they fall in love and relocate to different countries, traveling becomes the normality for leisure and for business, a quiet month in your hometown is an exception. Social media allows us to stay connected with our families and friends; it allows to share our experiences, no matter where we are. Social media also serves as a platform for new opportunities. Businesses advertise new positions and promote their products, employees of the companies re-post and share information with their peers. The best insights for the business of an organization are gained from the inside of that very same organization. Many companies understand this and try to use social media to tap this potential. For global companies with different offices around the world, social media is also an opportunity to connect and engage with current employees. Booking.com is one such international company that uses public Social Media in different ways: it (1) engages with current and future employees by posting the latest news about the company, (2) promotes new positions, (3) engages current employees to share their experiences about the roles, the cities they live and work in, and their experience of relocating to a different country or a new city for a new position, (4) share their passion for traveling.
Budget Marine is the Caribbean’s leading marine chandlery, specializing in equipment sales and service. Headquartered in St. Maarten, Budget Marine has a firm retail footprint throughout the Leeward, Windward & ABC islands. Budget Marine supplies all types of boats: sail, power, fishing, and megayachts. Budget Marine is also keenly committed to promoting the sport of boating through their involvement in events and youth sailing programmes on many islands.
Hicham Abu Baker, A Jordanian guy who has visited more than 15 countries in Europe, Africa, and East Asia, touring local coffee roasters and houses and spending hundreds of hours tasting specialty coffees and experiencing different coffee cultures. Then he decided to establish a state of art specialty coffee roasters in Jordan, that competes with international brands. His roaster is one of a kind, proudly 100% made with passion in Jordan.
Tripcentral.ca started as a one store operation in Hamilton, Ontario back in 1989. It has maintained that intimate, family dynamic over the years even though they now employ over 120 people with agents in 25 locations across Central and Eastern Canada.
“You get the best effort from others not by lighting a fire beneath them, but by building a fire within them.” — Dr. Bob Nelson, Employee Engagement Expert (http://www.egroupengage.com/blog/social-media-to-increase-employee-engagement) It’s no secret – the Vega team is definitely lit from within. With a strong set of internal values and a workforce that lives and breathes those values, it is unsurprising that Vega was named one of the Best Workplaces in Canada for six years running and this year nabbed the prestigious title of #1 Best Workplace in Canada 2017. How does an organization like Vega secure its place at the top? It starts with a connected community of likeminded people.
TELUS is a Canadian communications company that was officially founded in 1990. Since then, the company has grown to become Canada’s fastest growing national telecommunications company. TELUS provides services to 8.6 million wireless subscribers, 1.7 million high-speed internet subscribers, 1.4 million residential network access lines subscribers and 1 million television subscribers. Telus also provides communication products and services, which include wireless data, Internet Protocol, voice, television, entertainment and video and it’s also the nation’s largest healthcare IT provider. The success of TELUS can be credited to their company ideology. The TELUS slogan is “The Future is Friendly” and the company incorporates this ideology into each aspect of their brand. TELUS is known for their cheeky use of ‘cute’ animals throughout their branding and marketing campaigns to emphasize their slogan; but they also take many other measures to ensure the continued success of the company and to demonstrate their loyalty in providing excellent service to their customers. TELUS is active on a number of different social media channels, including Facebook, Twitter, YouTube, Instagram, Google+ and LinkedIn. They also have a company blog and an online discussion forum for customers called the Neighbourhood, that allows customers to “Share thoughts, ask questions, and get answers. All in one place.”
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 »
When you’re a global company with employees stationed around the world it’s easy to assume employees in one country know little to nothing about employees or happenings in other offices, but at Unitron, it’s quite the opposite. According to their global LinkedIn profile, it’s “a great thing to be a part of a culture that thrives on making the unexpected happen, and where team members’ work together to go the extra mile for customers.” The “company that designs and manufactures really great hearing instruments” has more than 20 offices around the world with their corporate headquarters located in Kitchener, Ontario.
LinkedIn is the world’s largest and most disruptive professional network with over 467 million members in over 200 countries and territories. When I tell people I work at LinkedIn, one of the most popular questions I receive is whether our environment is like Google… then I get asked whether we’re hiring. (The answer to both questions, I would say, is yes.) We are a dynamic company that is fiercely proud of our culture. One of the easiest ways for us to show who we are – beyond the company that sends out connection requests – is by using our hashtag #linkedinlife. Created in early 2015, #linkedinlife has moved beyond LinkedIn into other social platforms, and is being used by employees all over the world to demonstrate the breadth of our culture and our humanity beyond the work we do.
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.”
A new approach to employee involvement The L’Oréal Group developed a two prong social media strategy to engage existing employees and compete for top talent. L’Oréal is the world’s largest beauty and cosmetics firm with its head office in Clichy, Hauts-de-Seine, France. Offerings include hair products, skin care, sun protection, make-up, and perfume. With increased employee engagement through social media, L’Oréal has been able to demonstrate the benefits of its corporate culture to a broader audience.
Schneider Electric SE or Schneider, is a multinational organization specialized in energy management and automation solutions. It is headquartered in France, Paris also known as Le Hive with more than 160K employees. Speaking of multinational organizations , Schneider Electric undoubtedly connects employee from different countries together through various programs and communication media, and this is the real definition of employee engagement in my opinion. Schneider Electric as one of the leaders promoting Internet of Things IOT and connected devices in the Electrical industry business (The EcoStruxure Platform) has also taken the idea to the next step by engaging employees to share and brainstorm their brilliant ideas through connected systems by different communication platforms. SE intranet SPICE portal for instance!
Ontario Greenhouse Vegetable Growers (OGVG) is a not-for-profit organization based in Leamington, Ontario. OGVG was formed in 1967, representing approximately 220 members who grow greenhouse tomatoes, cucumbers and peppers on over 2,500 acres in Ontario, Canada. OGVG works hard to promote and connect its growers with government agencies, consumers, retailers and foodservice operators across North America through various government lobbing events, research, marketing initiatives, trade shows and community activities. As a whole, OGVG strives to support the Ontario greenhouse vegetable sector and its growers, however possible, to ensure success for today, sustainability for tomorrow, and fresh, nutritious, quality produce for all!
In our age of digital marketing where there are so many social media options to choose from, one community library is finding success through their development and use of videos. In addition to using Snapchat, Twitter, LinkedIn and Instagram, the Pickering Public Library is including short, in-house created videos in their Facebook Page, YouTube channel and website to communicate upcoming events, new programs and services, fun facts and promote client engagement. These videos have become quite popular in their community and beyond. Donna Moritz of Social Media Examiner attributes the rise in popularity of short video social media content to how “snackable” they are, as a quick visual method that grabs our attention, “Short videos suit our busy lives, brief attention spans and the need to consume content easily and quickly. Because fans are consuming content via their mobile devices while they’re on the go, the shorter the content is, the better.”
For small town non-profit, WES For Youth Online, social media plays a large role in volunteer involvement. As a small organization, WES For Youth Online currently has less than a hand full of staff members on pay role. To wear as many hats, and play as many roles as these individuals do on a regular basis takes real passion. Therefore, their issue doesn’t lie in keeping employees engaged and connected; the question is, how do they keep their volunteers involved? The answer… social media.
When it comes to social media, most of the time it is the IT and retail companies actively engage with their employees and customers through digital channel. Unlike many traditional manufacturing companies who struggle with effective social media communication, Cummins, a Fortune 500 tech giant, knows how to make the most of social media to engage with its employees.
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.
As excitement continues to build for the Jays, I started thinking about how this week’s topic of Social Media and Employee Involvement draws several parallels to baseball. Canadian Tire Corporation (CTC) is a solid team. It’s one of “Canada’s most shopped general merchandise retailers” (CTC, 2015) and is “strengthened and supported by a Financial Services sector (CTFS).” (CTC, 2015). Yes, its outfield is well positioned with a vast external Social Media presence; Facebook, Twitter, Pinterest, Google+ and Linkedin, but its infield is quite impressive and should be commended as well. The use of Social Media within this company has been a key contributor to involving their employees.
While the success of a company or business is dependent on the product or service offered, its long-term success is heavily dependent on engaged employees. Without dedication and a desire from staff to want to do their best work, the long-term success of a company is all too often going to falter. So what makes for a truly engaged workforce? There are many things that can contribute – recognition, remuneration, growth opportunities – but perhaps one of the most important aspects is staff involvement. There are many approaches companies can take to engage staff. Having been ranked as one of the top 5 employers in Hamilton in 2016, I turned to McMaster University to explore their approach to, in their words, create a work environment for staff that encompasses respect, recognition and engagement.
Employee engagement is a vital element of a successful and productive work environment. 1 Companies like Oliver & Bonacini Restaurants (herein referred to as “O&B”) have been empowering their employees for years, which has helped them become one of Canada’s top fine dining restaurant companies. Their employees are passionate, energetic and have a sense of pride when speaking about their employers. O&B operates a portfolio of unique and innovative restaurants across Ontario3.