Tag Archives: social media strategy

As we get closer to crowing another Stanley Cup Champion, take a look at some of the teams that have competed for the cup since 2006. Los Angeles, Tampa Bay, Anaheim, San Jose and Carolina. I would categorize those teams as non-traditional markets vs a traditional market such as Pittsburgh, Chicago or Toronto. So how does the NHL and markets such as Tampa Bay continue to be so successful on and off the ice and engage their fan base who would generally be watching baseball or sunning themselves on a sandy beach during the playoffs?   Today’s fans are intelligent, mobile and closer to their favorite team and players, and this “closeness” or “engagement” is how the NHL has grown its fan base and continues to grow the game in non-traditional hockey markets.

  Social Media screening of candidates has become common practice in today’s fast passed recruiting process. Is it ethical, or does this behavior infringe on ones freedom of speech, and how efficient is it really?

It’s safe to say that when German brothers Adolf and Rudolph Dassler first founded footwear and apparel giant PUMA in 1924 the world was a much different place. Computers, the Internet and social media were obviously not of concern whereas merely having reliable electricity to manufacture their shoes was. Fast-forward to nearly a century later and the game has changed in ways that would have once seemed unimaginable. In order to compete in today’s global marketplace companies need to have an online presence. While initially it may have been adequate to just have a corporate website, it is now becoming increasingly necessary for companies be active on social media. But merely participating in social media does not ensure success. Companies need to be analyzing their social media traffic and taking advantage of the insights that it can provide in order to ensure that their time and effort is providing them the optimal return on investment.

Are people really honest? One company decided to find out and in the process they managed to create one of the best social media campaigns in 2015.[1]  Honest Tea,  has prided themselves to be transparent in all their endeavors, and are now inspiring a nation to do the same. Challenging American’s  to prove they are honest people, and in the process managing to conquering their own brand awareness like never before. The Social Experiment Since 2010, Honest Tea has conducted a social experiment where they set up unmanned racks of Honest Tea offered for $1 each on an honor system. Monitored by hidden cameras and employees who tracked the percentage of people who paid by city. It started with 6 major cities across the U.S. to determine how honest people are when they think no one is watching. And has expanded across the nation ever since proving each year that over 90% of Americans are honest and continue to be. Please take a peak at the Teaser video below for more on the Honest Tea’s Campaign To see which states were the most honest and  other interesting results, quench your curiosity by clicking on the National Honesty Index     So why did they conduct this experiment? Seth Goldman is president and TeaEO of Honest Tea explains: “Beyond the fact that we seek to have honest and direct relationships with our ingredients, suppliers, and consumers, it’s a fun way for people to interact with our brand. We do lots of sampling over the summer, but our Honest pop-up stores offer an opportunity for people to be part of our company rather than just passive drinkers. It turns out that it’s also a nice way to help people think differently about our society and each other.”[2] Each year Honest Tea matched the contributions from these pop-up stores and donates them all to a specific charity in order to help people help themselves and increase sustainability in the world.

With the intentions of partying like it’s 1999, the Hamilton bar scene is leaning heavily on social media to pop-off their next hit event, in addition to gaining some insight into what the local competition might be spinning up.

I will admit that until very recently I was not familiar with the brand Chobani. You see, despite being the number one Greek yogurt in the United States, Chobani’s line of all-natural, non-GMO products aren’t currently available in Canada. However, when I started researching companies using social media as a means to engage their customers I kept seeing the Chobani name come up, so I decided to explore this brand and its strategy a little deeper. And now I’m thinking it might be time for a road trip south to see what all the fuss is about. Founded just over 10 years ago by Kurdish-American businessman Hamdi Ulukaya, Chobani has quickly risen to the forefront of the yogurt industry capitalizing on the market shift towards the creamier Greek-style of yogurt. In a 2013 interview Ulukaya stated that at the time of Chobani’s product launch in 2007 “Greek yogurt market share in the United States was less than 1 percent. And today it is almost 60 percent.” Becoming the top brand in that marketplace is quite the accomplishment, and proves that the company is doing something right not only with its product but its marketing strategy as well.

  While engaging your audience is usually not a bad thing, giving up total control for one of your most prestigious annual events can be. Which is why the NBA is rethinking the process for how All-Star votes are cast.

Wow, I can’t believe this is my first blog ever!  So readers, please be gentle. We all know that happiness has a ripple effect. When we are happy we want everyone to be happy.   According to Forbes, “There’s plenty of hard evidence that shows that happy employees lead directly to better performance and higher profits. Last year revenues increased by an average of 22.2 percent for the 2014 Fortune 100 Best Companies to Work For. And according to the Bureau of Labor Statistics, these same companies added new employees at a rate that was five times higher than the national average.”[1] I am super excited about the topic of: Employee Engagement.   Heck, why wouldn’t I be? I am an employee after all.  What does it take to engage an employee like myself?  I pondered this question as I spun through the great wide web.  I was amazed at the lengths some companies have gone through to keep their employees connected and happy in this digital era of ours. This trend is increasingly apparent in the Hi-Tech sector. I chose to write about Shopify because they are a passionate company with a culture that contributes to employee engagement.  They were also recognized as one of the Achievers 50 Most Engaged Workplaces™ for 2013. [2] For those who still haven’t heard about this kickass company here is some background for you folks. From its humble beginnings in 2004 and the ingenious minds of 3 young entrepreneurs looking to sell snowboards online (Snowdevil) came the birth of Shopify. A leading cloud based solutions provider that targets companies of all sizes.  Its unique platform allows business to add value to their storefronts with a variety of tools including a third party market place. There are over 200,000 companies using Shopify based in 150 countries. Shopify has offices in Toronto, Waterloo, and is headquartered in Ottawa, Ontario.   A powerhouse in the market place Shopify Inc’s (SHOP.N) (SH.TO) shares rose as much as 69 percent in their U.S. debut, valuing the company at about $2.14 billion. [3] At Shopify happiness is built into their very culture, they have designed and implemented every detail to ensure it flows through out the whole organization. Check out Daniel Weinand, Co-founder and Chief Cultural Officer  (Yeah, you read that right!), giving us a peek at their Ottawa office and describing some of their many perks. Still not convinced then please view the YouTube video Life at Shopify

Good Eats, Cheap Beer…Sh#@^& Parking!

Ken Lupton   November 16, 2015
sammys

Organization Name: Sammy’s Rec Room Industry: Food and Beverage Web references: Facebook, Twitter, SocialMediopolis, Fast Company. College Ranker, Sam and Merri-Lynn MacKinnon: Owners For the past 12 years, Sammy’s has been located in a working class neighborhood of Brantford, Ontario, at 10 Mount Pleasant Road. Sammy’s is a quiet small Bar/Restaurant that caters to families.  You may visit with your… Read more »

Share the Experience..with Christie

kcress   November 16, 2015
cypress lobby

Organization Name:  Christie Industry:   AudioVisual, Manufacturing Contact: Kathryn Cress, Vice President, Global & Corporate Marketing Web References: Christie,B2B Social Media, Social Media for Business Performance; Social Marketing About Christie “Share the Experience” is Christie’s tag line, used extensively to promote the primary benefit of Christie’s products and solutions.  The company provides visual display solutions, including content and services, that allow people to view visuals in a… Read more »

Unraveling the Future of Social Media

Dianne McBride   November 10, 2015
http://doubleheader.deviantart.com2

Unraveling the Future of Social Media Organization:  Beccomm Industry:  Public Relations and Communications Contact(s): Rebecca Grieb Web references: Wikipedia, BBC.com, Skype, Facetime, Countrycode, Popular Mechanics, RollingStone, apartmenttherapy, BT.com, cta.tech, Vivere Ltd, Amazon.com, Bazaarvoice.com, Facebook.com, Pinterest.com, Woot.com, Smallbiztrends.com, Twitter.com, Conversedigita.com, Soundcloud, HuffingtonPost.ca Peering into the crystal ball, one can see that it’s pretty cloudy when it comes to social media. However, someone had… Read more »

Spicing up sales with social media marketing!

Ken Lupton   November 9, 2015

Oganization: McIlhenny Co. Industry: Food and Beverage CEO: Tony Simmons Web references: FaceBook, YouTube, Twitter, Bloomberg Business Tabasco, Wikipedia, Edmond McIlhenny was the American businessman that invented and manufactured  Tabasco branded pepper sauce.  In his Avery family garden, between 1866 and 1868, he grew his first commercial pepper crop and sold the bottles in the following year.  It is sold… Read more »

Stampede Engages the Herd with Social Marketing

kcress   November 9, 2015
stampede feature

Organization Name:  Stampede Presentation Products, Inc. Industry:   Audio/Visual Distribution Contact:  Jeff Willis, Senior Vice President, Marketing & Product Management Web References: Stampede Presentation Products,B2B Social Media About Stampede Presentation Products When audio and visual (a/v) dealers need to deliver a complete solution to their customers, they turn to Stampede Presentation Products. Founded in 1997 by Mark Wilkins, Stampede has been a pioneer in… Read more »

Mercedes-Benz: Luxury Cars and a Luxury Marketing Campaign

Meg Walsh   November 9, 2015

Company: Mercedes-Benz Industry: Automotive   Many businesses who are just entering the world of social media believe that social media is a free form of advertising, and that a post on Facebook, Twitter or Instagram will be seen by all their followers. Unfortunately this is not the case. What many businesses are doing is simply slapping up a marketing message… Read more »

PAAB’s very own “Refreshed Assets”

lwarburt   November 9, 2015
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Title of Post: PAAB’s very own “Refreshed Assets” Industry: Pharmaceuticals Name of Contact: Ray Chepesiuk, Commissioner (CEO) of The Pharmaceutical Advertising Advisory Board (PAAB) Web References:  Youtube, PMQC, PAAB, Wikipedia, comScore, Brand watch Social media marketing  is the process of gaining website traffic or attention through social media sites. Canadians remain the most on-line internet individuals worldwide and lead the world in key engagement metrics on desk top… Read more »

I’m a Halitophobic – Orabrush Goes National Using Social Media.

Forrester Hinds   November 5, 2015

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 »

How Should an Organization Report on Social Media?

Meg Walsh   November 2, 2015
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Organization Name: Bombardier Industry: Aerospace/ Defence Railways If your business is active on social media, then your business should be reporting on all your social media efforts. While reporting on “vanity metrics” on your companies channels, like follows or likes seems like the thing to do, many people tend to confuse this as an achievement versus what it really is… Read more »

Better Late Than Not Man Crate! Have Fun Gift-Giving and Participating in the Supply Chain.

Forrester Hinds   October 27, 2015

Organisation name: Man Crates. Website: http://www.mancrates.com/gifts-for-men Industry: Curated and themed masculine gift boxes. Brag-worthy Gifts for Guys, Crowbar Included. With only the $1000 he was allowed by his wife, Jonathan Beekman created the business that is today known as Man Crates. Man Crates offers customers the ability to purchase and ship themed gifts contained in unique and memorable packaging; and contents… Read more »

Stonyfield Shows Ultimate Transparency in Their Supply Chain

Meg Walsh   October 26, 2015

Organization Name: Stonyfield Industry: Dairy Farming / Yogurt     Today’s market place has become more competitive than ever. It is vital for companies to think of innovative new ways to streamline their operations, increase efficiencies, and optimize productivity in order to stay ahead of the competition. One important aspect of business that many organizations do not apply social media… Read more »

Increase in transparency for C&S Wholesale Grocers

Ken Lupton   October 26, 2015
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Organization Name: C&S Wholesale Grocers Industry: Food and Beverage CEO: Richard B Cohen Web references: C&S, FaceBook, Twitter, Wikipedia About C&S Wholesale Grocers C&S was founded in 1918 by Israel Cohen and Abraham Siegel and began as a small grocery distribution center stocking 1,200 products.  They now have more than 95,000 products from 50 warehouses to distribute to supermarkets and… Read more »

BMW Accelerates its Supply Chain Management Approach

kcress   October 25, 2015
ultimate driving machine

Organization Name:   BMW Industry:   Luxury Automotive Contact:  CEO Web References: BMW Corporate, Kinaxis, SCM World, Logistics and Supply Chain, SCM303 Blog, Sound Cloud About BMW Once you’ve owned a BMW, you truly appreciate the long-standing BMW slogan:  “The ultimate driving machine”. In use since the 1970’s, the statement is more than an advertising slogan, it is a promise.  It is a… Read more »

Madison Electric Products – Turning the telescope for innovative product development

ASeymour   October 20, 2015

Industry: Electrical Contact: Rob Fisher, Vice President of Marketing, Madison Electric Products References: The Brand Establishment myMadison blog Twitter YouTube LinkedIn tED Magazine (The Electric Distributor Magazine) Brad Huff Post Simply Measured Blog The challenge What began as a rebranding exercise turned into one of the most successful new product innovation programs that has garnered more than 400 suggestions, 7… Read more »

LAY’S® Asks Customers To Do Them a Flavour.

DanielleB   October 19, 2015

Title of Post: LAY’S® Asks Customers to Do Them a Flavour. Organization Name: LAY’S® (PepsiCo Frito-Lay) Industry: Food & Beverage Manufacturing Web references: internationalist-awards.com, pepsico.com, Description LAY’S® is not shy to receive a helping hand from customers when it comes to creating the next big thing for America’s favourite chip. In 2006, the brand launched their “Do Us A Flavor” campaign,… Read more »

Social engagement is all the rAVe for this AV news organization

ASeymour   October 13, 2015

Industry: AV Industry Contact: Gary Kayye, founder, rAVe Publications, teaches New Media Technologies and Its Impact on the Future of Advertising, Marketing and PR and the Branding of Me at the University of North Carolina Web references:  UNC School of Media and Journalism, rAVepubs, Twitter, rAVe Social Media Blueprint, We Are Social, 100 Customer Service Statistics You Need to Know, YouTube Few marketing tools… Read more »