“I think that [social media] will be more integrated into everything. As you think further down the road, I don’t think that there’s going to be something called social media that people will be talking about in 30 years. I’m not even sure if people will be talking about it in five years.” – Ellie Wheeler, Greycroft Partners, Principal Social Media’s future is being shaped by such emerging technological trends as wearable electronic devices and activity tracker applications. Both FitBit wearable activity tracker device and iFit fitness application for treadmills are actively engaged in building social communities on-line, making them an integral part of the overall experience.
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.”
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.
Weather is one of the biggest influences in our lives. In the last few years, social media tools have become increasingly important in the communication of weather related warnings and forecasts. Businesses with heightened access to detailed, relevant, real-time weather information are able to make more informed decisions which can significantly impact their bottom line and save lives. As the trend towards data analytics continues, the role of social media in the future of weather tracking will be notable. In fact, many weather services claim that social media will be a key tool in helping track severe weather in the future. Recent research completed by Warwick University in Britain found that certain words and photos on social media can act to predict extreme weather conditions before they actually occur. According to Warwick, certain words on social media platforms like Flickr can signal weather risks developing in specific locations at specific times. “Our analysis demonstrates that metadata in social media image postings enables them to be used as social sensors, which can serve as a valuable supplement to instrument-based systems for predicting and monitoring floods, and other kinds of natural hazards” said researcher, Nataliya Tkachenko of the Warwick Institute for the Science of Cities. The growth of the Internet of Things will have a positive impact on social media’s use with weather. For example, several U.S. States use a variety of sensors to provide real-time data on pavement conditions. The sensors can determine “grip factor” which is a measurement of how slippery the road is. The lower the grip factor, the more adverse the road conditions. The conditions read by the sensors are monitored by the Transportation Management Center which is the nerve center for hundreds of plows and road crews around the state. Sensor data is tracked and used to communicate road conditions to drivers on the message boards along the highways. In the future, such data from weather information systems could potentially be used by self-driving vehicles to make navigation decisions. The Weather Company, an IBM Business, is the world’s largest private weather enterprise, helping people make informed decisions and take action in the face of weather. The company offers the most accurate, personalized and actionable weather data and insights to millions of consumers, as well as thousands of marketers and businesses. In 2015, IBM announced the purchase of The Weather Company which included a large number of weather data collection points and consumer and business applications…. Read more »
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.
If you think of the actual use of social media, you immediately realize that it is all about sharing information. We always exchange information with the outside world, within a circle of our friends, with our colleagues at the workplace even we exchange information in a format of opinions with strangers in social media platforms. In big enterprises which generating revenue is the primary goal, sharing knowledge among the private workforce is vital as most of the non-standard services to the clients relies on the quality of the teamwork and is dependent on how well the team can put together a package or a solution for the customer. As you know, time plays a huge role in here, and as we all know in the business world, the actual currency is not money but time.
Eight years ago, when my Dad told me that he had joined Facebook, I groaned. Being in my early adulthood at the time, when my social status meant a lot more to me, I was worried about what my friends would think. While I adored my father (and still do!), Facebook was a space for Millennials with Bieber haircuts and skinny jeans, not for Dads who wore Velcro sandals. In fact, prior to the public launch in 2006, Facebook was only available to users who were enrolled in a university or college. Fast-forward to 2017, and Facebook is a place everyone—Dads included! Most of us have grown so accustomed to social media being a part of our lives that it seems strange to think about it as a “new” phenomenon — but it is. In less than 10 years, a handful of niche sites catering to small populations have turned into thousands of apps and platforms that connect the majority of the world’s population. But where is social media and technology headed in the future?
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.
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.
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.
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.
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.
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.
The media itself has been the news lately. The Trump campaign has made the press headline news. This conversation is not new. Since ancient Rome when important announcements were carved out on stone tablets and placed in busy squares, the public has measured the quality, delivery and merit of information/content. We are a society obsessed with being “in the loop” and up to date with news that is important to us. This is evidenced by the ubiquitous and near-constant use of electronic devices. I chose The Hamilton Spectator, one of Canada’s oldest newspapers and media outlets, for this week’s case study. I wanted to know how TheSpec.com measures their performance using web and social media metrics.
On the day I read the content of this case study I had a nasty headache. As I reached for my bottle of Tylenol I wondered how does the manufacturing industry use social media and the resulting supply chain management ? Having close relatives in this industry and for confidentiality reasons I decided to look into the manufacturing/vendor side as opposed to discussing a large well-known pharmaceutical company. What I learned at this level of this industry was it has various levels of complexities of graphs, processes and disconnected communications.
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.
Going to the dentist for most of us can be a stressful visit and many patients suffer from anxiety before going to the dentist. At a visit to Gardner Dental Group (Burlington, Ontario) they do their best to make the patient visit a relaxing and enjoyable experience. From the moment you step into their office you are greeted with a friendly smile in a modern environment. You have the choice of three waiting areas; a quiet reading room, a TV room or an arcade room that actually includes retro video games! This made me think …the patients are likely at peace in this setting…but how does the practice maintain the morale and engagement of the employees?
No matter which social media platform I’m on, there it is…. No matter which conversation I join, someone brings it up…. Turn on the news and there is again… Pokémon GO. Pokémon GO is officially the biggest mobile game in the United States, with 21 million active daily users.1 According to Wikipedia it is a free-to-play location-based augmented reality mobile game developed by Niantic and published by The Pokémon Company. It was released in July 2016 for iOS and Android devices. The game allows players to capture, train, and battle virtual creatures, called Pokémon, who appear on device screens as though in the real world. It makes use of the GPS and camera of compatible devices. Although it is free-to-play, the game supports in-app purchases of additional gameplay items. An optional companion Bluetooth wearable device, the Pokémon GO Plus, is planned for future release, and it will alert users when Pokémon are nearby.2
Social media continues to change the way we experience the world, especially the way we shop and interact with brands. What does the future hold for the world of social media shopping? Behold, The Internet of Things. The future of everything is directly tied to the Internet and how fast it connects to people, places, and things. What is the IoT? Well, put simply, it’s the ability of anything to be connected to the Internet such as coffee makers, fridges, a FitBit or products in a store. All you have to do is use your imagination to see what possibilities lay before us. The Internet is completely unfettered now. In the past, you had to be physically wired to a screen in a fixed location to access the net. The advent of mobile technology changed all that, and you can access the internet anywhere, anytime, with an array of devices large and small.