Tag Archives: future of social media

It’s inevitable. The future of social media is going to be bigger and greater. I can’t say it is coming because it is already here, so if you are a business, company or person who isn’t signed up to one of the many social media platforms, you are already falling behind. So much happens on social media – the good, bad and ugly – but it is up to you on how you are going to use it and the contributions you are going to make to the greater conversations. People give social media a bad rap because there is a lot of negative that goes on with it, but truthfully, it’s how you interact with it, what you share, and who you interact with that makes the platform you choose really amazing. If you look for the bad, you’ll find it. If you look for the good, you’ll find it and hopefully be amazed at the power these channels have.

We’ve known this for a while now – humans have a need to be social.  They have a need to feel seen, heard and valued.  They have a need to connect with their fellow humans and a need to feel they are a part of something greater than themselves.  Social media platforms happen to be a perfect way to fulfill a lot of those needs.   Because of this, and the fact that it is open and readily available to anyone, it tends to attract people from all walks of life.  It is a mirror, reflecting back to us the behaviours, views, sentiments, predilections, fears, dreams, and values that are present in the collective human sphere at any given time.  Some of those things, when we see them, can cause us utter disgust.   Other things might inspire us to change, while others still might comfort us.  Social media seems to have become a very useful and valuable tool in self-awareness and personal growth. “Having knowledge of our strengths and weaknesses gives us the ability to use our strengths at opportune times and work on our weaknesses when we can. As we understand ourselves better, we can also understand others. Through this wisdom and understanding, we uplift each other.” 

Organizations of all sizes have seen immense success in the use and integration of social media. The tools, data, and many other capabilities that these platforms provide, have shown to deliver significant benefits for any organization’s overall performance. Despite all the known qualities social media platforms have to offer, the true reason these organizations see positive results is because of the proper application, structure, management, overall strategy and its effectiveness when it comes to integrating social media across the whole organization. We have seen how social media can benefit organizations in a variety of areas, but once social media has been integrated across the whole organization and working in unison, we can also see more powerful and substantial results.

“The future is always virtual and some things that may seem imminent or inevitable never actually happen. Fortunately, our ability to survive the future is not predicated on our capacity for prediction, although, and on those much more rare occasions, something remarkable does come staring the future deep in the eyes and challenging everything that it seems to promise.”     Luke Robert Mason, Ethereal Summit, May 19, 2017, Brooklin, NY The purpose of this case study is to look at the future impact of social media on organizations. The premise is an expected progression of social media use integration with other integrated information technology–based systems will increase organizational performance. It is a popular opinion that despite enormous potential, most organizations have failed to capitalize on inter-stakeholder collaboration because the elusive but profound emotional factor, being able to trust partners without fear of exploitation, is an almost impossible obstacle to overcome in most existing business-to-business transactions today. The premise then is that the trust factor is likely to continue to be a hurdle in the future. The premise is that through social media integration, collaboration on improvements to product and process performance are possible at all levels and offer the opportunity for substantial benefits. The above are the premises behind the examination of the future impact of social media on organizations. Let’s first be clear: what social media integration platforms are being put forth to change the nature of knowledge work and management inside organizations? In 2016, products like Jive, IBM Connections, Salesforce Chatter, Cisco Quad, Microsoft Yammer, Google Apps for Work, Facebook at Work, Facebook Messenger, etc. were indeed being used to improve performance and foster innovation. In 2017, Slack for chat, JIRA for task and issue tracking, CONFLUENCE for wiki, and GOOGLE DOCS for document editing and management are being integrated rapidly in transformative technology businesses. Social software integration will become a vital tool for transforming virtually every part of business operations, from product development to human resources, marketing, customer service and sales – in a sense becoming the new intra-operating system for the twenty-first century organization. But what if it is already recognized there are clear limitations on today’s suite of tools? And what about that small matter of trust – just what are the economic issues (apart from the ethical ones) about the importance of trust in business? Let’s define trust as the expectation the other party will… Read more »

Recently I was invited over to my Friend Jeff’s for dinner. He mentioned that he recently had purchased a new VR (Virtual Reality) system and thought, while the kids were playing after dinner, the adults could take turns exploring his new toy. I was hesitant at first, as some of the POV video games makes me feel light headed and unbalanced. I’m not one to turn down an opportunity to try new technology, so after setting up all the proximity sensors, I slipped on the Oculus system and was immediately transported to another world. VR and AR (Augmented Reality) are two technologies that are changing how social media adapts and individualizes experiencesfor consumers. While the experience wasn’t tailored to me, I did get a first-hand look at how realistic the experience can be through VR. The individualization of experiences for consumers is setting the tone for new ways to use technology. One company in the hospitality industry that has done this is Marriott International. A massive hospitality and entertainment company. They have long been using social media to help drive business performance but they also use it to help create experiences for their guests. Listening to their guests’ needs helps Marriott ensure that the guests’ every wish is fulfilled while they are in their care.

You may have heard about Snapchat, the mobile app that allows users to capture videos and pictures that appear for a maximum of 10 seconds, and then it disappears. This instant messaging app created by Evan Spiegel, Bobby Murphy, and Reggie Brown became increasingly popular within a few months of its launch and is now a leading platform for social media. What is more interesting is how Snapchat itself uses social media in its day-to-day functioning. The increase of social media in today’s society has led to an increase in opportunities organization-wide collaboration and sharing information, which is exactly how Snapchat has taken advantage of social media. It ‘s hard to know how businesses will use social media in the future; however, there are a few predictions about how Snapchat will possibly use social media in its next phases of evolution.

Social media for business purposes has been a main staple of marketing for many years now. As each new trend and each new platform is released, companies have scrambled to be at the forefront. Over the years we have seen many success stories and many disasters come of social media, but the fact is it isn’t going to go away. Truth be told, social media advertising budgets have doubled over the past 2 years and ad spending has ballooned to roughly $35 billion this year, according to Hootsuite. The future of social media will likely require marketers to rethink their current strategy. The move toward instant, in the moment news feeds, augmented reality, and posts that will disappear after 24 hours are changing the way we view social media. Businesses will have to become adept at following these trends if they want to stay in the game.

Nowadays social media marketing has become incredibly important for businesses all sizes. One reason behind marketers’ attention to social media is technology: new platforms, networks and apps. Another reason are people, who use social media to create, publish and share content. The same people are consumers, who share their thoughts about their experiences and are looking for new ones. So what does the future hold for the world of social media?

If MIT Professor Edward Lorenz hadn’t gone for a cup of coffee when he did fifty-six years ago, his 1972 seminal paper, ”Predictability: Does the Flap of a Butterfly’s Wings in Brazil Set Off a Tornado in Texas?” [1] may not have been written, Robert Redford may not have played a wise gambler in the 1990’s movie “Havanna”, Ashton Kutcher may not have travelled back in time in his 2004 movie, “The Butterfly Effect” to fix his childhood, and perhaps, least of all, chaos theory [2] may not have been discovered. For those unfamiliar with Professor Lorenz’s story, on that day in 1961, Lorenz was repeating a simulation he’d run earlier — but this time he rounded off one variable, from 0.506127 to 0.506, of the experiment’s 12 variables, representing things like temperature and wind speed to simulate weather predictability. To his surprise, when he got back after coffee, that tiny, tiny alteration (a 0.000127 difference) drastically transformed the whole pattern his program produced, over two months of simulated weather. “It was philosophically very shocking,” [3]  says Steven Strogatz, a professor of applied mathematics at Cornell and author of Nonlinear Dynamics and Chaos. “Determinism” [4] was equated with predictability before Lorenz. After Lorenz, we came to see that determinism might give you short-term predictability, but in the long run, things could be unpredictable. That’s what we associate with the word ‘chaos.’ ” How does this lesson, that a minute change in variables can have an enormous impact in outcome, affect business product launches today? Let’s look at a recent failed social media effort to access millenials’ wallets. On the surface, it was a winner: the 2014 non-profit industry celebrated a huge success with its major international ALS fundraising movement, “The Ice Bucket Challenge”. The program went viral, raised over $115 million in donations, and attracted 2.5 million new donors [5]. Naturally, the ALS non-profits ran the same program again in 2015, but to their surprise, raised only $500,000, or 0.00434783% of 2014’s donations. So what was the minute variable that had changed in just over a year to cause the failed fundraising? In Philip Haid’s article, The Ice Bucket Challenge Part 2: What we can learn from why it didn’t work [6], he suggests the ALS non-profits forgot to consider the “why” variable in the program’s 2015 success. “Most people don’t interact with charities on a daily basis the way they do with their favorite brands, so it isn’t easy… Read more »

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.    

“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.