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:
One of the biggest concerns in today’s society is the exposure of electronic devices towards small children such as tablets and video games. The American Academy of Pediatrics and the Canadian Society of Pediatrics state infants aged 0-2 years should not have any exposure to technology and 3-5 years be restricted to one hour per day. The attempts to preserve the traditions and enjoyments of yesteryear have become a monumental task for some as the growing demand for ‘screen time’ from children are becoming more and more difficult to overcome. Aneesa Bozai, a former Montessori teacher, educator and ardent supporter of homeschooling recognized the trends parents are instilling in their households by bringing in more electronic devices to mollify children’s tantrum-like nature. With her experience in the Montessori world, she was responsible for the purchase and procurement of learning tools, visual aids and play mechanisms for the schools she had worked for. Because of her passion for homeschooling and traditional educational methods, that gave her an idea to bring in products that would not only enhance a child’s learning experiences at such a young age, but also help them connect with some of the traditions of old in toymaking and toy interactivity. In 2011, she launched Eastern Toybox offering “Western Treasures, with an Eastern Twist” as per her Facebook page. Hearing the growing needs of environmentally conscious consumers, Eastern Toybox brought about toys and learning tools from her own design and has also established a platform for artisans and organizations to showcase their own products that fall in line with the same theme. Aneesa hopes to inspire parents to share with their children the origin of their material possessions, and to help raise a generation of thoughtful children. With the mere fact that this organization is product heavy, the use of social media in her product development and produce acceptance strategy was a critical part in ensuring the items she is involved in are at high quality and carry the theme she wishes to showcase.
In the last decade we have watched the birth of social media, and are continuing to watch it grow and mature. In times like these, where Trump and Clinton are in a tight race for the U.S. Presidency, The UK has just voted to leave the European Union after 23 years together, and we are facing something reminiscent of the civil rights movement with #BlackLivesMatter…there’s a lot to talk about. Opinions and commentary fly free on the internet and political opinions in particular are abundant. Networks like Twitter are so full of posts, following issues in real time, that it’s not uncommon to see something on Twitter before an official article is written about it. A lot of people find it annoying to open up their Facebook pages to find the opinions of their old high school acquaintance’s neighbour’s sister on their Newsfeed. Others love engaging in a good old fashioned political debate within the comments section of a post. Trump and Hillary themselves are tweeting their way to the White House, using it to stay relevant and connect with their audience. There’s no denying, our social media world is becoming more and more political whether we like it or not.
Organizations are always looking for new and innovative ways to reach out to consumers and drive loyalty. Social media is used for a lot of different things when it comes to business, from receiving customer feedback to advertising new products. Recently, companies have started to involve their customers in a very crucial part of their business, the product development and design of their products. Some companies are using social media platforms for the company’s advantage in order to enhance the development of the next great product, while making customers feel valued by listening to their opinions and ideas. In 2013, Tesco, a British multinational grocery and general merchandise retailer decided to do something different. This organization had an amazing initiative to get their whole social media following involved in the process of creating a new wine, mainly through Facebook.
Even though Ford has been around for over a century, it is still creating great content to engage present and possible future customers. It has been engaging with customers using a multi platform content strategy and creating authentic social interactions. There is a big difference between marketing and posting advertisements on social media, compared to engaging with the customers and using social media as a line of communication. After a closer look at Ford’s online social presence, it is clear they have it all figured out!
In North America, many employees are disconnected and disengaged from their work, making them less productive. When an employee is engaged in their work, they are more focused and motivated, allowing companies to stay ahead of their competition. Internal social media platforms for employees to stay up to speed have become increasingly favoured in organizations and this will only continue to increase.
Organisation name: Orabrush Website: https://www.orabrush.com/home/# Industry: Tongue cleaning brushes. Over 90% of bad breath can be fixed, defining the problem and providing a solution. After investing $40,000 into a television infomercial that drove negligible sales, having consumers walk passed the Orabrush on store shelves without so much as a second glance, and having hygiene companies turn down an offer of… Read more »
Deloitte explores the trends in technology, media, and telecommunications.
ORGANIZATION NAME: KPMG INDUSTRY: FINANCIAL SERVICES NAME OF CONTACT: Wendy Arnott of TD Bank Group asks the question “Is there such a thing as a social bank, can we have a social business?” What about social banking? Whether you answer this question with a resounding “yes” or an emphatic “no”, there’s no denying the widespread use of social media. This is particularly… Read more »