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.
Synchronized swimming is a relatively small sport when comparing it to sports like hockey, soccer, speed swimming, and gymnastics. Synchro’s numbers in Ontario, in Canada and in the world are a mere fraction of those of the larger, more popular sports. So how does a small club, in such a small sport get noticed? For the Waterloo Regional Synchronized Swim Club, located in Elmira, Ontario, the answer came to them this past summer. While most club’s take a break from everything for a few months in the summer, the Waterloo Synchro Club aimed to increase the club’s profile not only in the Waterloo Region, but across all 7 continents. Erika Lindner, president of the local club, noted that at the beginning of summer 2016 “our follower numbers on Instagram and Facebook were low, and limited to current and past swimmers and their families”. In the pool, the local club is top dog, having earned the Provincial title of top club in the Province for 7 of the last 10 years. “We’ve always been trend setters and now that our club was on social media we wanted to set ourselves apart from others in this arena too”.
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.
From a business perspective social media marketing can result in improved brand awareness and loyalty, higher conversion rates, improved customer service, audience insights and decreased marketing costs—if utilized well of course. But so many companies, both large and small, struggle with social media marketing. It is a whole different ball game in comparison to networking with friends and family on your own accounts, although the principals of building and maintaining relationships are still the primary focus. If you’re looking for tips to improve your social media marketing efforts, read on. Illbury + Goose, is a small company that has mastered the art of social media marketing and have implemented strategies that companies of various sizes should take note of. Illbury + Goose creates sustainable, locally made clothing, accessories and home décor, and their brand is built on the foundation of Canadian patriotism. Starting as a local business a few years ago in London, Ontario, they have since expanded their team and have orders coming in from customers all across the country.
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.
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.
Toronto-based Lulu et Elle Photography specializes in stylized newborn imagery. Owner and principal photographer Lana Polashek is at the top of her game on account of her innovative and personalized approach to documenting the arrival of newborns. Her success lies in the ability to produce photography shaped by client-driven narratives and share the studio experience through social media. “Being a newborn photographer allows me to document intense moments of vulnerability. The fragility of the baby, along with the vulnerable state of the parents, are all essential parts of the story. This is where my brand is – excuse the pun – born. Customer engagement starts at the most fundamental level – the photography session – and continues through my social media strategy.” Lana Polashek Customer engagement can be understood as the psychological state emanating from a collaborative customer/brand experience. Engagement reflects a motivational state which occurs through an individual’s interactions with a particular product or service. Engagement differs from satisfaction, as the former is focused on consumers’ cognitive, emotional and behavioural patterns during specific brand interactions, whereas the latter may only develop thereafter.
In a digital age, where consumers are less likely to respond to traditional marketing/advertising techniques, organizations are tasked with trying to understand the modern consumer. With so many options to choose from, a well-informed consumer base, and a diverse and ultra competitive landscape where the concept of brand loyalty is a thing of the past, corporate social media strategies now play a vital role in the success of today’s global organizations. One such organization is Maryland based, Phillips Corporation. Phillips Corp is a global supplier of manufacturing technology products and services primarily focused on CNC machine tools. Over the years Phillips Corp have relied on the great marketing efforts of the manufacturer’s they represent for building/growing the brand. They are also globally renowned for providing legendary customer service and an enduring competitive advantage to the end user. Although Social media is somewhat of a new realm for Phillips Corporation, in a highly competitive global product market, they have tried to differentiate themselves by focusing on their people and the service they provide to the customers. Phillips is aware that nothing will substitute the relationships that their sales and service people have with the customers. Conversely they are cognizant that social media has developed a larger role over recent years as an additional avenue for engaging with that same customer base. At first their social media strategy was designed just to be presence on social channels, but it quickly developed into a more streamline avenue for them to have conversations with people in their industry. This is where I believe Phillips have taken a unique approach in an attempt to set themselves apart from the competition. A lot of companies use social media to tell everyone how good they are, and while Phillips do want to promote themselves, they also feel that it is important to recognize, at least from a marketing perspective, that they don’t own their brand, their customers do. Matthew Nardangeli-Marketing Director at Phillips Corporation explains the importance of social media and customer engagement in below audio file:
Upon embarking on this quest for an organization to represent in this final case study, it was suggested to me that I write about my business Value Vintage Fun (VVF). VVF is a small yet significant business that I have owned and operated in essence since 1991. It all started as a casual dinner comment from a friend visiting from Tokyo who suggested that I sell my collection of Anchor Hocking Fire King coffee mugs from the 1950’s; the Japanese market would be crazy for them, especially in Fire-King Cafes! To that end she connected me with an antique dealer in Tokyo. I used a fax machine as a method of receiving orders. My payments were sent by regular post. I sometimes think back to those days and wonder how social media may have first-handedly impacted the business back then. I have since witnessed many changes in technology and consumer attitudes on items that were once labelled old and dated to now being valued as retro and vintage.
Many churches are finding benefit from promoting their services and events online through social media outlets such as Facebook, Twitter, Instagram and YouTube. However, if we look to the education world, we may find ways that social media is being used in the classroom that can be effectively adapted into a Pastors role of teaching, including the weekly sermon and Bible study methods. Jason Tomaszewski, Associate Editor of EducationWorld.com, reminds us in his article “Social Media Has a Place in Classrooms” of the findings of Dr. Richard J. Light (Harvard School of Education) with regards to social learning theory and the learning success of college students, “People learn most effectively when they interact with other learners. According to Light, the strongest determinant of students’ success in college is their ability to form or participate in small study groups. He suggests that this is more important than their instructors’ teaching styles. Student research participants who studied in groups, even only once a week, were more engaged in their studies, were better prepared for class, and learned significantly more than students who worked on their own.” This study underlines the significant learning impact that small group type Bible studies can have, which could include those happening online. It also addresses the lecture-style sermon delivery that is the basis for most traditional church services, which may be better absorbed if given the opportunity to be discussed among those who have listened to it. Social media can provide such opportunities through various means available to pastors and their congregations today.
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.