Tone It Up was started by Katrina Dawn and Karena Scott with a $3,000 start-up investment in 2009 (Lepore, 2017). They began by self-shooting and editing beach workout videos targeted to women, that they put on YouTube. Fast-forward to 2017, Tone It Up is a multi-billion dollar fitness/nutrition/lifestyle company, boasting a community of over 5 million women (Lepore, 2017). What is in the secret sauce for their success? Tone It Up has tapped into one of the most successful tactics to propel businesses in this highly social and digital age – engagement.
Sephora has made a global presence in the last few decades in the cosmetic industry. Founded in France 1970, by Dominique Mandonnaud, which was then sold to LVMH in 1997. The company had quickly evolved with retail stores expansions and a wider variety of products. Sephora offers a large range of products such as fragrance, makeup, skincare, hair products, and accessories. In the last few years Sephora has taken a massive transition into digital retailing as the company uses social media as a main platform to expand the brand.
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.
Victoria’s Secret is a brand known around the world for it’s glamours images of it’s elusive Angels creating a goal that many aspire to. In the fast paced world of today the excitement of receiving their catalogue in the mail has been replaced by a few easy clicks to order a little piece of the magic. Though this provides quick and easy access to the customer, the company has been faced with the question of how to reinvent that same excitement in today’s world? Enter social media.
If you’re like me, it’s hard to scroll through your Facebook feed without having a video from Tasty pop up. Launched in December of 2015, this Buzzfeed-owned online food channel is garnering attention from across demographics. Tasty’s videos demonstrate how easy it can be to create mouthwatering food. Through simple marketing, Tasty has managed to attract consumer interest by creating a winning formula of customer engagement. Tasty has capitalized on the fact that people are looking to be able to make delicious food without having to watch a long step-by-step video, or follow a deeply detailed recipe. By promoting trendy videos across multiple social media channels, Tasty has managed to ingrain itself into social media culture across the globe.
Patagonia is a hugely succesful company that grew out of humble beginnings. It all started when 14 year old Yvon Chouinard developed a love for the sport of climbing, as a member of the Southern California Falconry Club. As Chouinard became more involved in the sport, he soon realized that the only pitons available for climbing were made of soft iron and were placed in the rock once and left there. He found that this was not ideal. Chouinard then met John Salathé, a Swiss climber who made his own hard iron pitons. Chouinard thought that if John Salathé could do it, so could he! In 1957 Chouinard bought a coal-fired forge, an anvil, tongs and hammers and taught himself how to blacksmith. Chouinard made chrome-molybdenum steel pitons and before he knew it, he was in business. He could forge two pitons an hour, and sold them for $1.50 each. Over the years, this company grew to officially become Patagonia in 1973; a company that’s roots remain in alpinism but have expanded to include clothes for climbing, skiing, snowboarding, surfing, fly fishing, paddling and trail running. Patagonia focuses on these silent sports, where “the reward comes in the form of hard-won grace and moments of connection between us and nature.”
From a marketing perspective, being able to distinguish your brand in a sea of competition is a difficult challenge. That being said, if you are the brand, this task takes on a much more strategic and personal dynamic. You are putting your personal interpretations and artistic creativity on display in an open forum for all to see. It can be an extremely daunting and vulnerable process. Your success as a artist/business, relies heavily on your ability to tell your story in a way that allows the consumer to relate to you, and your artwork. Such is the challenge for Joanna Gresik, a Canadian abstract artist by night and corporate interior designer by day, living and working in Toronto, Ontario. Joanna creates paintings that are inspired by the energy and life of towns and cities shown through sharp lines, carefully crafted colour palettes and gestural abstract expressionist marks. Joanna has a unique ability to see architecture and landscape through a different lense , and even more impressive is her ability to express those interpretations onto a canvas. With the emergence of social media as a trusted marketing tool for businesses over the last decade or so, it comes as no surprise that these same social media channels now play an important role for small business owners and artists just like Joanna. By providing a platform and a vehicle for messaging, social media marketers can now reach a wider more specific target audience with their products and services. Joanna understands the importance of creating such relationships and quickly determined that these interactions were essential for her growth, not only as an artist, but also as a business person.
In 1912, Juliette Gordon Low, affectionately called Daisy, started a movement. This movement focused on learnings she had gained abroad, in the form of outdoor and educational programs. This became a program of female empowerment and the Girl Scouts became a place where girls could truly participate in life beyond the classroom and home. Girl Scouts served as a community of girls who wanted to change the world, and build lifelong bonds along the way. Many years later, the Girl Scouts organization is synonymous with uniforms and badges, charitable endeavours, and of course, cookies! But in the same way that retailers have had to understand how to engage consumers online, so have the Girl Scouts. Starting in 2015, Girl Scouts USA launched user-generated Facebook, Twitter and Instagram campaigns that created massive upticks in online engagement and product sales.
Social Media and sports are seemingly made to go hand in hand. By just looking at the social media accounts of some of the top sports teams you can see the size of their following and get a feel for the digital conversations they are starting. With millions of sports fans taking to social media to discuss their favourite teams and players, a great deal of analytical data is being created. What organizations do with that data is becoming ever more important in their ability to gain an edge on their competition and becoming a driving force in their digital marketing plans.
According to Wikipedia a supply chain is defined as a system of organizations, people, activities, information, and resources involved in moving a product or service from supplier to customer. So what is the supply chain in the sport of synchronized swimming? Specifically for the Waterloo Regional Synchronized Swim Club.
We have all stood in front of the closet thinking that you had nothing to wear. Wishing that someone would design clothes that worked with your lifestyle and listened to what you needed. With Titika couture those thoughts are just a hashtag away from becoming a reality.
A powerful component of social media from a business perspective is the ability to listen to what consumers are saying. Social listening technologies are available to track conversations around specific phrases, words or brands. As a result, companies are able to identifying new opportunities that may not have been on their radar, and many are responding with innovative product development or design. Twenty-five years ago, it would have been costly and time consuming to gather focus groups in order to gain feedback. But today, this valuable market information can be gathered in a matter of minutes—assuming of course that people are in fact talking about your brand. The food industry is a specific sector where product development is critical to success. There are a number of reasons why this specific industry is constantly creating new products or innovating existing ones. I chatted with my colleague, Karen Proper, who is a technical manager in the product and process development department at NSF International to gain more insight on this topic. Karen and her team work with clients in the food and beverage industry to help bring a product concept to life, overcome production challenges or to innovate an existing one. When asked why product development is so integral to business, especially in the food industry, Karen replied, “Product development keeps companies competitive in the marketplace, compliant to regulations, able to react to ingredient and manufacturing process changes, and also responsive to trends and consumer demands—all of which are critical to success in the food industry today.”
To be motivated and inspired. That’s all anyone wants when they start a new fitness journey. Often times this can be the biggest struggle of them all. Beachbody has created a winning formula of pairing accessible fitness, nutrition plans and supplements. Complimented by social media inspiration and accountability that not only engages the customer but also empowers the customer to engage others. Beachbody is the online powerhouse that has brought to your home award winning workouts and well known brands like the P90 series, Turbo Abs , The 21day Fix and Shakeology. Started in 1998 with the belief that that the focus should be on progress not perfection. Founders Carl Daikeler and John Congdon continue to live by this philosophy by sharing their own story on social media . Today with their community of 350,000 the idea is that you will “never be alone ” in your journey due to the company support. https://www.beachbody.com/product/about_us/company_overview.do
This season marks the 60th Anniversary of varsity athletics at the University of Waterloo. Sixty years have come and gone, and along with those years, so have the traditional posters and signs around campus advertising games and building team pride. Today, social media marketing makes up approximately 75% of the department’s advertising efforts according to the department’s Social Media and Brand Manager, Steve Brooks.
Paul Sperry hailed from a family that had a longstanding relationship with the sea. As a result, he went on to become an accomplished sailor himself. Sperry was a Seamen, First Class in the United States Navy and in his spare time sailed aboard his own boat ‘Sirocco‘. During a chance encounter with rough seas, poor shoes on a slippery deck nearly cost Paul Sperry his life. It was at that moment that he began searching for a solution to the unfortunate problem of many sailors. After much trial and error, it was eventually Sperry’s dog who would help him come to a solution. After watching his dog run across ice without struggle, Sperry decided to create grooves in a rubber sole, similar to those that were in his dog’s paws. In 1935, the first Sperry deck shoes were made. The sole of the Sperry Top-Sider deck shoe “sticks like a barnacle” and was therefore trusted by the United States Navy as an official shoe during the Second World War, The Kennedy Family during their sailing adventures, and as the official shoe for the America’s Cup. Given the fact that the Sperry brand of deck shoes were, and continue to be the top choice of such customers, it is no wonder that the Sperry brand entrusts their customers to ensure the quality and the longevity of the brand.
Toronto-based Lulu et Elle Photography specializes in stylized newborn imagery. Owner and principal photographer Lana Polashek is at the top of her game on account of her innovative and personalized approach to documenting the arrival of newborns. Her success lies in the ability to produce photography shaped by client-driven narratives and share the studio experience through social media. “Being a newborn photographer allows me to document intense moments of vulnerability. The fragility of the baby, along with the vulnerable state of the parents, are all essential parts of the story. This is where my brand is – excuse the pun – born. Customer engagement starts at the most fundamental level – the photography session – and continues through my social media strategy.” Lana Polashek Customer engagement can be understood as the psychological state emanating from a collaborative customer/brand experience. Engagement reflects a motivational state which occurs through an individual’s interactions with a particular product or service. Engagement differs from satisfaction, as the former is focused on consumers’ cognitive, emotional and behavioural patterns during specific brand interactions, whereas the latter may only develop thereafter.
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.
Connecting with others is one of the cornerstones of the Weight Watchers philosophy. It all started in founder Jean Nidetch’s living room in the early 1960’s. Since then the company’s program and philosophy around how people connect has evolved keeping them not only relevant but also making them a social media powerhouse. The company today has created a social media frenzy empowering it’s members to share their weight loss journey not only on traditional social media sites like Instagram, Twitter, Facebook and YouTube but also on their own social media within their own app on a forum called Connect. The true genius behind this is that Weight Watchers employees are also plan members. What it creates is a level of excitement, accountability and transparency that you can’t bottle but most of their industry counterparts would love to recreate.
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.
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!
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.
When actor Chris Hemsworth is not on screen swinging Thor’s hammer, you can usually find him in the gym crushing a weight training workout with Luke Zocchi of Zoco Body Pro. Hemsworth uses Zocchi’s expertise to get in shape for major movie roles, but Zoco Body Pro’s target market is the regular joe. Having A-list clients was enough to attract viewers to the company’s social media, but they have stayed for the incredible content. Zoco body pro has used their social media presence to create a new avenue for a business that started as a personal training, and while they still do that, their new market is global. When training local clients, Luke prefers hands on training. Some people like to be yelled at, that old-school, drill sergeant approach, but I normally train alongside the people I work with and that’s how I like to do it. This strategy is excellent for customers lucky enough to live near Zoco Body Pro, but the company has made a move on social media that will also help potential customers that can’t travel to “The Iron Temple”. They have recently launched a program called Twenty40 training that allows anyone on Earth to try the same workout regimen that has produced world famous results. This is an online venture that provides customers with step by step instructions on how to sculpt their goal physique, as well as giving nutrition tips to help fuel the new body. Zoco Body Pro uses many aspects of social media effectively to run their organization, and this new program will help spread their fitness message world wide.
In 2013, comedian Bryan Callen, asked UFC heavyweight fighter Brendan Schaub to do a podcast with him in his garage. The two were good friends, and Bryan noticed that Brendan had a natural comedic instinct, that could crack up a whole room. While both were moderately successful in their profession, nothing could prepare them for the heights their new show would soon reach. In three short years, the podcast has grown into one of the top 10 sports podcasts on Itunes. Podcasting has allowed the pair to have a stable income, while they pursue other interests. Acting and fighting are no longer their main source of income, and they can rely on income generated from their podcast. The podcast generates revenue from ad reads on the show, with many companies relying on podcasts to generate new customers. Bryan Callen had this to say about the future of social media. What’s really cool about the whole business of internet is it makes it easier and easier to have your own autonomy. The show has produced over 200 episodes, and spun off into various other side projects. Other businesses can look at The Fighter and The Kid, as inspiration to step into the future of social media.
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.