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.
Our day is populated with up-to-the-second news of what president-elect Trump will do next. This timely case study does raise the question…as powerful as social media is today in our private and business lives, what does the future hold for this platform? Before I look to the future let’s briefly look back. In my youth the word “social” meant going outside to play hide and seek with my friends. In my 20’s “connected” meant you owned a thing called a “Portable Bag Cell Phone” which weighed 8 to 10 lbs and was an affordable alternative (at $1800) to the “flip phone” which retailed for nearly $3,500. For Star Trek fans the flip was almost a must have! Then came the internet as we know it today and the mainstream platforms of digital connection were exemplified by email and blogging. Fast forward to Feb.4, 2004: Mark Zuckerberg launched Facebook in his Harvard University dorm room. At present the business, marketing and political landscape looks bright. But what does the crystal ball say?
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.
In April 2013 Lowe’s launched their extremely successful “Fix in Six” campaign on Vine. With Lowe’s being the second largest home improvement retailer in the world it seems appropriate that their Vine campaign is a variety of six second videos that gives tips for home improvement. Since the campaign began in 2013, Lowe’s has created and shared 115 vines that have generated over 65 million views.
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.
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.
Hamilton Tiger-Cats is the oldest professional sports team in north America. The Hamilton Football Club was formed on November 3, 1869, and played their first game on December 18, 1869 against the 13th Battalion (now Royal Hamilton Light Infantry). Some of the early history of football in Canada and Hamilton is a bit vague, but by 1883, there are records of the Hamilton Tigers playing in the Ontario Rugby Football Union playoffs. The decades and the game have changed but the Ticats commitment to community and fan engagement has not. Being active, accessible and current with their fans is critical on and of the field even during off-season times. In the ever changing landscape of professional sports and out-bound marketing, the Hamilton Tiger-Cats have kept up with new technologies and successfully tackled challenges to reach their fan base.
Starting out in a 1 room unit back in 1999, Saysons Web Design & Printing has grown to be the go-to hub for small to medium businesses in Brampton, Ontario to help with their marketing and technological needs. The team of Shafia Hussaini and Ilyas Yazdani combine to use their respective skills in a joint proprietorship that would allow for them to run their own organization and at the same time, provide the expertise and creativity needed for other businesses to stand out among a crowded and competitive environment. Saysons has developed a unique team that spans worldwide and not just offers graphic design services, but also IT solutions, web design, hosting options, and valuable marketing & consulting help.
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
Marketing strategies have shifted, grown, and developed greatly over the course of history. From DeBeer’s age old “Diamonds are Forever” campaign in the early 1900’s and the Lucky Strike ads which had everyone picking up a bad habit in the 60’s, to the modern day “Just Do It” Slogan that defines Nike, we’ve seen a lot over the years. The channels of communication for marketers has changed over time as well. The game changed for marketers again and again, challenging them to come up with new and innovative ways to promote their products and services as the technologies and trends changed over time. In today’s world the internet reigns supreme, and marketers have quickly adopted web advertising as a part of any self-respecting ad campaign. Social Media is the most important aspect of this. A campaign that doesn’t have a #hashtag, YouTube video, or searchable Facebook content, may as well not exist at all. The companies that are realizing, embracing, and integrating social media into their campaigns are the ones who are seeing the most success. Many modern brands are doing a great job of combining social media with their marketing strategies, but one in particular really stands out.
DB Schenker supports industry and trade in the global exchange of goods: in land transport, worldwide air and ocean freight, contract logistics and supply chain management.1 Globally they employ over 66,000 employees at over 2000 locations. Their Canadian operations account for over 1600 employees at over 40 locations. Roughly 3 years ago, DB Schenker started to utilize social media as part of their marketing strategy.
It’s no fluke how Little Mushroom Catering has become one of the premier full service catering companies in the Waterloo Region. Hard work, determination, a great staff and a strong leader with a passion for food, people and success. Little Mushroom Catering was created in 2010 by Stephanie Soulis who is President and CEO. She started LMC as a natural extension of her love for food and quality service. The one thing that has made Stephanie so successful in such a short time, other than her work ethic, is the way she uses social media as a marketing tool for her business.
To take a picture is to capture a moment in time. Each captured image has the potential to carry its own unique feeling through time, and bring you back with happiness and wonder to the origins of that moment.1 “I grew up around lenses, my dad worked in television and seeing life through a lens seemed more real to me” 2 says Paula Capella. Paula Capella Photography not only captures those precious moments, but uses social media to capture important information to help grow her small business.
Social Media has proven to be a great tool that companies can use to research their target market. Traditional market research can be expensive, but with social media companies can now reach out to a vast audience for feedback and opinions. The benefits of using social media to gather information include low/no cost, instant results, and simultaneously creating another channel of communication with customers that make them feel valued. One downside is of course the potential for customers to provide negative feedback on something as public as Twitter, Facebook, and other platforms, but negative feedback is still very valuable if not more valuable than the positive.
The manufacturer of un-smashable, un-drownable wearable action cameras seems to believe strongly in the old saying that a picture is worth a 1,000 words, as it actively encourages and shares user-generated content. Go Pro has essentially mastered the content marketing game: The California-based camera manufacturer keeps its 2.3 million-strong audience entertained and informed primarily through its YouTube channel while hyper-engaging on Instagram and keeping busy on Facebook. GoPro enables the company’s fans to evangelize on its behalf. All GoPro needs to do is provide the camera.
In Spring of 1998 after recently being fired from a brewery, three friends set out on a canoe trip. That canoe trip would lead to a campfire conversation that would change all of their lives. Greg Taylor, Cam Heaps and Greg Cromwell “The Three Fired Guys” wanted to make a Pilsner that would compete with the best in the world. They did just that! Their brewery is named Steam Whistle, drawing from the inspirational sounds of steam rushing from factory whistles, signalling the end of a fulfilling workday and a time for personal reward.1 The Three Fired Guys built their company with a retro feel, when marketing of goods relied on the trust between manufacturer and consumers. Steam Whistle understands the importance of listening to their consumers and makes ever effort to do so by utilizing social media.
Today’s marketing landscape is ever changing, and with it, the way we engage with our customers. It is no longer about selling a service or a product; now it is all about the customer experience. Companies like T by Daniel, a Brampton based tea house, strive to provide a genuinely exceptional experience for each and every person they meet. Lovers of tea, fashion and especially people, Daniela and Renata Lewis had a vision to start something that could speak to all generations and could bring people together 1. It began when Daniel Lewis overcame a tragedy and used his new found passion for life to follow his dream with his loving wife by his side. “From the moment a person walks into our store, our immediate goal is to wow them” says Renata Lewis, co-founder. Their friendly staff focus on getting to know their customers, whether in person or online.
We’ve all seen one of those Canadian Tire flyers waiting for us at our doorstep… Did you know the retailer stopped distributing them two years ago? Yet, the company’s marketing team is busier than ever with digital advertisement. Facebook has become the company’s second biggest advertising platform after Google. Why did Canadian Tire decided to invest in digital advertising?
9 years ago, when I first joined in L’Oréal Group as a PR professional, what I saw my Marketing colleagues doing was paying media, buying advertisement and telling consumers who we are. Today, as consumers turn to social media to seek out beauty secrets, the industry is signing faces for their followings, not just their fame. (Why big beauty brands are courting social media stars) There won’t be any doubt to a marketer that run your social media campaign like your traditional media campaign and you’re likely to see more damage to your brand reputation than benefit and you’ll waste a lot of money doing it. (16 Differences Between Traditional Media and Social Networking)
Whether it has been with a talking chihuahua, or jamming Doritos into all parts of Tex-Mex fast food, Taco Bell has taken a thinking outside the box approach to marketing and advertising for years – long before social media was really a thing. Though, of course, they’d say they’re “thinking outside the bun.” Taco Bell thrives on the bizarre, the unconventional, and the uncommon. They’re all of these descriptions and more! – Wrapped in a Cool Ranch Doritos shell and smothered in sour cream, salsa and gooey, orange, plastic-y cheese. While marketing is a subject that is relatively difficult to go too crazy with, on the surface, Taco Bell manages to find a way to go against the grain here as well. While the 2015 Social Media Marketing Industry Report shows that many corporations have low interest in utilizing Snapchat in their marketing at this point, Taco Bell is embracing the platform and using it really effectively.
Acquisitions, mergers and takeovers are far too familiar in today’s marketplace. In fact, in the past decade, I have worked for 3 Canadian companies that have either merged or been been acquired by a US firm. As businesses evolve and grow from these complex transactions it is critical how they position themselves in the eyes of all their stakeholders. These changes can be both exciting and can create uncertainty for consumers, investors and employees alike. Marketing, plays a crucial role the way the newly formed entity will be portrayed. It is the heroic efforts of marketing teams to rescue brand identities from getting misconstrued in the market. Fortunately, marketers are armed with Social Media tools to aid them though the all stages of an an A&M. Pre-Merger Due Diligence- Do You Really Know What You’re Acquiring? Prior to an acquisition Marketers can gather valuable Intel about companies they wish to align themselves usually by Social Media tools like LinkedIn and Facebook. Social media profiles, if set up correctly can be assets for Entrepreneurs looking for an exit. International business law and litigation firm Fasken Martineau conducted a survey on the Role Social Media Plays in Mergers & Acquisitions. Their key findings “Our survey revealed that senior M&A executives are certainly using social media, and some are using it to research and communicate deals. Interestingly, social platforms are currently viewed by M&A professionals as having less value than other sources of information, and most don’t currently see great value in social media’s application outside of post-merger integration. It will be very interesting to see if the SEC guidance will impact this perception and if in fact we will see an increased acceptance of these tools in the M&A and general finance community.” – Kareen Zimmer, a partner in Fasken Martineau’s corporate and M&A practice groups  To see results of their survey click here Fasken Martineau 2013 M&A Social Media Survey Research through Social Media, can bring wealth of information about your M&A target. According to Iris Vermeren at Brandwatch you are able investigate the company’s health and reputation, its products, its customers, the market and even competitors. “Mergers and acquisitions create uncertainty for consumers, so post-merger marketing messages and initiatives should focus on providing a sense of security. Brand confusion is the number one brand killer, and mergers and acquisitions create a great deal of brand confusion in the minds of consumers. The marketer’s job is to clear up… Read more »
In today’s social media communities it can be noisy, even annoying, to see sponsored and promoted messages, have products clamouring for your attention, and marketing departments from companies of all sizes try their best to stand out in the chaos. But for one ABC television show, they’ve successfully approached social media in a different way. To listen. The show itself (The Bachelor) is a marketing goldmine. The quest for love, smothered in manipulated drama, to appeal to the hopeless romantics, or provide an endless parade of judge worthy material for the cynics. Its hard to deny the vapid nature of the show itself, but what the show has done with it’s social media offers a lot of lessons for the marketing community.
The beauty industry is a multi-billion dollar market and social media is becoming a beauty battleground as companies compete for their share of the pie. Companies are constantly looking for new ways to engage their customers, build brand loyalty and of course increase sales through their social media efforts. With a number of major players in the industry thriving in the social media landscape, beauty companies constantly have to come up with new and innovative ways to garner the attention of their sometimes fickle target market. One company that has been very successful in accomplishing just that is L’Oréal. Not only has L’Oréal amassed an impressive base of followers on their social media accounts but they have also been praised for their innovative campaigns that continue to raise the bar for competitors and inspire companies in other industries as well. “Globally, L’Oréal has an objective of building 100% love for our brands, and social media is crucial to driving engagement and affinity for the brands that sit under the broader L’Oréal group banner.” – Emma Williamson, Manager, Consumer Affairs and Social Media ANZ The following video provides a quick look who L’Oréal is and at some of their social media successes to date.
How the Communitech incubator in Waterloo ON, is leveraging social media to market its services to Silicon Valley North start-ups in need of just the right guidance to get their big idea off the ground.