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 Salzburg, 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 of… Read more »
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.
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.
In a digital age, where consumers are less likely to respond to traditional marketing/advertising techniques, organizations are tasked with trying to understand the modern consumer. With so many options to choose from, a well-informed consumer base, and a diverse and ultra competitive landscape where the concept of brand loyalty is a thing of the past, corporate social media strategies now play a vital role in the success of today’s global organizations. One such organization is Maryland based, Phillips Corporation. Phillips Corp is a global supplier of manufacturing technology products and services primarily focused on CNC machine tools. Over the years Phillips Corp have relied on the great marketing efforts of the manufacturer’s they represent for building/growing the brand. They are also globally renowned for providing legendary customer service and an enduring competitive advantage to the end user. Although Social media is somewhat of a new realm for Phillips Corporation, in a highly competitive global product market, they have tried to differentiate themselves by focusing on their people and the service they provide to the customers. Phillips is aware that nothing will substitute the relationships that their sales and service people have with the customers. Conversely they are cognizant that social media has developed a larger role over recent years as an additional avenue for engaging with that same customer base. At first their social media strategy was designed just to be presence on social channels, but it quickly developed into a more streamline avenue for them to have conversations with people in their industry. This is where I believe Phillips have taken a unique approach in an attempt to set themselves apart from the competition. A lot of companies use social media to tell everyone how good they are, and while Phillips do want to promote themselves, they also feel that it is important to recognize, at least from a marketing perspective, that they don’t own their brand, their customers do. Matthew Nardangeli-Marketing Director at Phillips Corporation explains the importance of social media and customer engagement in below audio file:
In 2006, I remember standing in line of a grocery store and noticing that TIME magazine had named You as the Person of the Year. At the time I was in grade 11 and I likely didn’t fully comprehend the cultural shift that was taking place, but I did understand what TIME was getting at. The Internet, and namely the adoption of Facebook that year, was giving a voice to anyone who wanted to engage and be heard. Individuals were beginning to wield power greater than companies and media outlets, thus requiring organizations to rethink how they talk to their audience. It has been over a decade and savvy businesses have learned that customer and client relationships are built on a two-way street, and traditional means of broadcasting messages in print or through television ads are no longer as effective. Today, customer engagement is not about how customers feel about a brand, rather it is about what they do, or how they act. Leveraging social media tools that cultivate dialogue allows for the opportunity to build positive, loyal relationships.
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.
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!
Upon embarking on this quest for an organization to represent in this final case study, it was suggested to me that I write about my business Value Vintage Fun (VVF). VVF is a small yet significant business that I have owned and operated in essence since 1991. It all started as a casual dinner comment from a friend visiting from Tokyo who suggested that I sell my collection of Anchor Hocking Fire King coffee mugs from the 1950’s; the Japanese market would be crazy for them, especially in Fire-King Cafes! To that end she connected me with an antique dealer in Tokyo. I used a fax machine as a method of receiving orders. My payments were sent by regular post. I sometimes think back to those days and wonder how social media may have first-handedly impacted the business back then. I have since witnessed many changes in technology and consumer attitudes on items that were once labelled old and dated to now being valued as retro and vintage.
Many churches are finding benefit from promoting their services and events online through social media outlets such as Facebook, Twitter, Instagram and YouTube. However, if we look to the education world, we may find ways that social media is being used in the classroom that can be effectively adapted into a Pastors role of teaching, including the weekly sermon and Bible study methods. Jason Tomaszewski, Associate Editor of EducationWorld.com, reminds us in his article “Social Media Has a Place in Classrooms” of the findings of Dr. Richard J. Light (Harvard School of Education) with regards to social learning theory and the learning success of college students, “People learn most effectively when they interact with other learners. According to Light, the strongest determinant of students’ success in college is their ability to form or participate in small study groups. He suggests that this is more important than their instructors’ teaching styles. Student research participants who studied in groups, even only once a week, were more engaged in their studies, were better prepared for class, and learned significantly more than students who worked on their own.” This study underlines the significant learning impact that small group type Bible studies can have, which could include those happening online. It also addresses the lecture-style sermon delivery that is the basis for most traditional church services, which may be better absorbed if given the opportunity to be discussed among those who have listened to it. Social media can provide such opportunities through various means available to pastors and their congregations today.
There is a huge movement around the world to end pollution, poverty and corruption just to name a few. But one of the biggest goals out there for the general public is how to eliminate germs and deadly bacteria from just about anywhere from our food, homes and also ourselves. Doctors and personalities in the medical field have always stressed the importance of keeping good hygiene whether it’s our teeth or our hands. One area however, isn’t stressed enough and those are the areas where we utilize to relieve ourselves in the bathrooms. Dr Safiya Ojo, a General Practitioner recommends the use of water for cleansing rather than toilet paper after defecation. “it is better to wash with water than use toilet paper after defecation because water washes completely without a trace, whereas toilet paper might not wash completely or properly. “The paper particles can attach to the surroundings of the anus which can bring discomfort, while water washes off everything, leaving you clean and fresh.’’ ~Dr. Safiya Ojo, Nov 30, 2015 Rafik Motala who founded Istinja Bidet in 2009, found a solution to help North Americans with the growing problem of bad hygiene and increase in illnesses due to it. On a trip to New York, Rafik went into a washroom and stumbled upon a contraption that actually did most of the work for you in the cleaning process after completing ‘your business’. It was device attached to a water source and affixed to the toilet seat that would dispel fresh water for instant cleaning. Thoroughly impressed by this, he set out to look for this device and stumbled upon the manufacturing company. As he ordered a few of them, not just for himself, but for friends and family, the company struck up a deal for him to get into the business as well. He ordered five samples and when they arrived, he listed them online on various buy and sell websites and within hours, all of the bidets were sold! That gave him the idea to do this regularly and from that Istinja Bidet was launched. Istinja is an Arabic term that means cleaning away whatever has been passed from the private areas with water, or toilet paper or both. Rafik and his team in the initial stages used word of mouth and ended up using traditional means to market this unique and unusual product. But as the years went… Read more »
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.
Throughout history, The Church has been challenged with continuing to share its unchanging, relational message of the love of God in a world that is constantly changing. Many churches are embracing social media as part of society’s undeniable move towards digital communications, in an effort to build relationships and maintain their voice into the future. In his article, Communication In the Church of the Future, Christopher Harris states, “As the church we not only need to be mastering the tools of social media to connect with and communicate with society, we also have to be studying how these transitions in communication will transform how we are community and how we exist as church.” Glebe Road United Church, located in Toronto, Ontario, Canada with a history dating back to 1851, has found great benefit in utilizing social media not only as part of building relationships through today’s ministry, but also in looking to their future.
What binds together four University of Waterloo Alumni, millennia moms, and celebrity moms like Victoria Beckham, Gwyneth Paltrow, Rachel Weisz, Heidi Klum, and Reese Witherspoon? Mabel’s Labels. They have developed a brand and social media marketing platform that responds to the needs of moms worldwide. What is unique about this story? The founders of Mabel’s Labels are pioneers. They started their company before the words “social” and “media” were put together in sequence (note that Facebook was founded in 2004). When founders Julie Cole, Julie Ellis, Cynthia Esp and Tricia Mumby created Mabel’s Labels through their social networks with other moms, they knew they were on to something… 2003, four busy moms noticed a huge gap in the market for durable kids’ labels. Frustrated by their children’s things getting lost, mixed up and leaving home never to return, knew they could do better than the scribbles on masking tape that were being passed off as labels. Presently, Mabels Labels has 163,600 devoted Facebook followers with a conversion rate of 5.1%. In January 2016 they were acquired for $12 million by Canadian-based CCL Industries for its Avery North America division.
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.”
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.
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?
One of the largest segments in the consumer spending industry is the Lifestyle segment. This segment basically focuses on the well-being of an individual and also gives importance to rest, relaxation with modern day flare. It encompasses such things such as art, home decor, fashion, health, education and of course, confectionery. The Modah store located in Mississauga, Ontario however, went further by tapping into a segment…of this segment. Modah focuses on being the largest Canadian lifestyle store catered to the people practicing the Islamic Faith or people who have an affinity towards Middle-Eastern design and flare. According to a report by Thomson Reuters, Muslim consumer spending on food and lifestyle products and services was estimated at $1.8 trillion (USD) globally in 2014 and is projected to reach $2.6tn in 2020. Major brands such as Mango and DKNY have begun to adapt to this audience by introducing more modest clothing ranges, but it has also inspired a raft of new start-ups from within the Muslim community. Just from this stat alone, many businesses are popping up especially in the Greater Toronto Area. The one issue they all face is how and where can they be able to showcase their products and generate sales? Back in 2012, Samir Aziz’s wife, Nafiza, possessed a small home-based business selling women’s clothing. As her success and publicity began to rise in the community, many other people who sold various other products always approached the couple to find ways in marketing their goods as well. From that, Samir & Nafiza had an idea to actually open a brick and mortar store not only selling the women’s clothing they initially ventured into, but also engage other fledgling entrepreneurs to take part by displaying their products to sell. The store needed to be in a prime location where Muslims frequent quite often and finally settled on a 4,500 sq ft unit in 2014 in the Dixie and Eglinton area of Mississauga where numerous other restaurants and various establishments currently reside. Due to the large space, just having their clothing business and one or two other branded products wasn’t enough to alleviate some of the overhead costs. So Samir and Nafiza had an idea and that was to beautify the store space to mimic the stylings of a Pier-1 Imports or a Homesense and invite vendors to be part of a business trade show at their grand opening. The… Read more »
If you’re an average social media user like me, you can probably attest to receiving regular requests to like a new page, join a group, or follow a new business. In fact, I receive far more business related requests then I do friend requests (imagine a sad emoji here). It seems the fear for businesses to enter the world of social media is dissipating and instead of being out of the ordinary for having a social media presence, businesses that don’t have these networking tools in place are starting to be the minority. For companies just starting out in the last few years, this is a huge advantage. New companies need not worry about the headaches of converting old methods of advertising, collaboration and supply chain management. Instead, new companies are able to jump right into social media and utilize it to their full advantage. Melissa Laking, owner/operator of A la King Culinary Creations in Beamsville, Ontario did just that and has not only grown a loyal fan base that saw her recently nominated for the Hamilton Spectator Reader’s Choice Awards for catering, but has also used Facebook and Instagram to develop and source out suppliers.
Alibaba, the largest online business company, does not manufacture or stock products on its own; Uber, the largest transportation network company globally, actually owns no vehicles; Airbnb, leading hotel and travel company, does not own any real estate. One thing they have in common is that they all create evolutionary ideas to disrupt and reform competitive landscape. Owning no inventory nor product doesn’t stop Alibaba being the supply chain management guru. In fact, in April 2016 Alibaba Group has officially surpassed Walmart and become the world’s largest retailer. This set the milestone when the world’s largest retail market shifted from offline to online. “We used 13 years to demonstrate the power of a different business model compared with brick-and-mortar retailers,” the Alibaba Group said. A key success factor for Alibaba is to delivery comprehensive while tailored digital supply chain process to customers.
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.
One of the biggest concerns in today’s society is the exposure of electronic devices towards small children such as tablets and video games. The American Academy of Pediatrics and the Canadian Society of Pediatrics state infants aged 0-2 years should not have any exposure to technology and 3-5 years be restricted to one hour per day. The attempts to preserve the traditions and enjoyments of yesteryear have become a monumental task for some as the growing demand for ‘screen time’ from children are becoming more and more difficult to overcome. Aneesa Bozai, a former Montessori teacher, educator and ardent supporter of homeschooling recognized the trends parents are instilling in their households by bringing in more electronic devices to mollify children’s tantrum-like nature. With her experience in the Montessori world, she was responsible for the purchase and procurement of learning tools, visual aids and play mechanisms for the schools she had worked for. Because of her passion for homeschooling and traditional educational methods, that gave her an idea to bring in products that would not only enhance a child’s learning experiences at such a young age, but also help them connect with some of the traditions of old in toymaking and toy interactivity. In 2011, she launched Eastern Toybox offering “Western Treasures, with an Eastern Twist” as per her Facebook page. Hearing the growing needs of environmentally conscious consumers, Eastern Toybox brought about toys and learning tools from her own design and has also established a platform for artisans and organizations to showcase their own products that fall in line with the same theme. Aneesa hopes to inspire parents to share with their children the origin of their material possessions, and to help raise a generation of thoughtful children. With the mere fact that this organization is product heavy, the use of social media in her product development and produce acceptance strategy was a critical part in ensuring the items she is involved in are at high quality and carry the theme she wishes to showcase.
If you were using social media for personal or business use in Canada during the summer of 2016, you will have no doubt heard at least something about The Tragically Hip. The favoured Canadian band was touring in what likely would be their last, due to frontman Gord Downie’s onset of brain cancer. Concerts sold out and media of all sorts took note of what was developing into a notable time in our country’s music and lifestyle history. As the final concert came to pass in August – complete with the attendance and interaction of Prime Minister Justin Trudeau – an influential social media phenomenon was occurring. Ensight Canada reported, “In addition to multiple trending topics throughout the weekend of the concert, social media posts about The Hip and (Gord) Downie’s First Nations comments generated roughly 20 million potential impressions across Canada over the past week. What’s really telling is that Canada has about 14 million daily Facebook users, so when we look at the impressions generated, we can conclude almost everyone in the country who used the internet or social media came in contact with the story in some way.”
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.
How does a graduate in Software Engineering with an established career in his field, all of a sudden tell his parents that he no longer wants to continue doing that, and instead wants to get into the sporting events business? Burhan Ehsan who is founder and president of theFanchize had to experience just that. Being born to South Asian parents, that was probably his toughest hurdle in life. But with a venture that has reaped the rewards by getting into the Toronto Raptors-ticket selling game early, being called on by many media outlets due to the craze amongst Toronto sports fanatics, and now boasting over 4,000 clients – which most of them are recurring – breaking the news to his parents went fairly smoothly. Back in 2004, Burhan already a rabid Toronto Raptors fan, decided with a friend to purchase season tickets in the upper bowl of the Air Canada Centre (ACC). Something the Toronto Raptors organization wholeheartedly welcomed as the NBA team just wasn’t performing well on the hardcourt, nor in ticket sales at the time. Burhan utilized his time wisely while at these games and during ho-hum affairs, or breaks in between games, he would coolly network and schmooze with anyone affiliated with Maple Leafs Sports & Entertainment – owners of the Raptors – such as Ushers, Security and also ticket sales representatives that worked directly under management. The sales reps took a liking to Burhan and made him a deal to try and attract more visitors and put bodies into the empty seats at games. He took up the challenge. With no social media outlets at the time, he did use what he was good at: Word of mouth. Talking to his family members and friends, Burhan showcased the Raptor ticket as valuable as a Toronto Maple Leafs ticket. When he needed to get more exposure, he resorted to an obscure mass texting application as the growing use of cellphones was apparent at that time. The phone calls then started to come in. Perks were given directly to Burhan from the Raptors such as playing time on an NBA floor at the ACC, meet & greet with players and also receive gifts such as jerseys and t-shirts using this as leverage to bring in more customers. With the client base growing and time becoming more and more scarce, people had to be hired to man the phones, the former website Raptorfan.com had to be designed… Read more »