Blogger, Alice Katter, says it best, “We’re all guilty of it: Snapping a photo of that pizza or ice cream we couldn’t wait to dig into, and Instagramming it. Why? Because, we’re obsessed with #foodporn. We love seeing what others eats and showing off with our own dishes.” With the boom of social media, the food and restaurant industry has forever changed. In order for any business in the food industry to succeed, their engagement on social media is paramount. The industry which once relied heavily on word of mouth, has shifted to social media being the major influencer.
Social Media has become a widespread way of marketing for organizations. While many of us have used social media in a variety of ways, the question is what are some best practices in using social media? Now and in the future? I decided to pull together a few sources to see what others are saying about best practices in social media. Read on and decide for yourself. In a How to Guide by Lithium, 10 Best Practices in Social Media Marketing, summarizes 10 key ways to use social media in effective ways. These ten suggestions include: respond promptly, engage your organization, share conversations, use data to decide when to post, talk with your customers, optimize your efforts, make technology your friend, measure your success, learn about your customers, and enjoy the process!
Throughout FIFA’s divisions, I believe that FIFA has created the most significant collaboration between two of its departments such as Marketing, and Communications & Public Affairs Division. Each department is in charge of developing different aspects of FIFA’s goals. FIFA’s most important goals are; creating opportunities for fan engagement, providing best experiences for fans, players and all stakeholders at events, providing up-to-date information on game time, scores, and ticket information. FIFA accomplishes this through FIFA’s web site, FIFA’s App, and all Social Media channels. Marketing at FIFA consists of many sub-divisions that include Brand & Marketing Communication, FIFA Marketing Russia, FIFA Quality Concept, Hospitality, Licensing, Marketing Alliances, Marketing Event Management, Production, Sales, Strategic Development and Ticketing. FIFA’s Marketing is committed to providing sponsors with “right packages”, promoting events to fuel fan excitement at host nations, managing premium hospitality events, creating innovative and tailor made marketing programs enhancing fan experiences, managing brand identity at FIFA and events. Communications & Public Affairs Division handles public relations, internal communications, and FIFA weekly magazine. FIFA’s digital department is in charge of FIFA.com, social media platforms, FIFA app, and video content through FIFA TV. The digital department is also in charge of the storage of data, photographs and documents. FIFA’s media department handles the communication to the media and media facility services for FIFA events. FIFA’s public affairs department handles the communication, relations and engagement with public, authorities and policymakers. FIFA has established a group to develop a comprehensive mobile and digital strategy designed to improve engagement with FIFA’s stakeholders. The work was built upon FIFA’s established platforms, including Facebook, Twitter, Instagram, YouTube, and the FIFA app, which was downloaded 30 million times around the FIFA World Cup 2014. I wonder how many times the FIFA app will be downloaded in the 2018 World Cup in Russia? In order to watch the video, FIFA has granted permission via YouTube
What do companies do when they don’t have physical products to sell? Why they sell experiences, of course. And that’s something Deloitte’s new digital division has been squarely focused on – with impressive results – since first launching in 2010. Deloitte Digital is the cool, technology savvy teenager in the conservative Deloitte consultancy family. It’s essentially an ad agency in the traditional sense, but it has been able to bring the rest of Deloitte’s more established global organization, knowledge base and brand to bear for its multitude of clients. The key for Deloitte Digital has been the use of an arsenal of digital tools, including social media, that has allowed it to seamlessly collaborate across the broader organization. Deloitte Digital’s success in such a short period of time shows just how far an organization can go when it adopts a holistic, digitally focused, whole-enterprise approach.
Data collection and artificial intelligence can be very disconcerting to social media users. Regardless of how consumers feel about the common availability of their personal information, it is often unavoidable when one chooses to participate in online activity. There are many well-know negative impacts of the publication of personal information; however, there is an almost endless list of positives available to consumers when their information is made available to technology. Google’s ability to reroute drivers proactively in the case of an upcoming incident helps drivers get from A to B as quickly as possible. how does it work? It relies on Google’s ability to monitor the location, speed, and direction of travel of almost all drivers, anywhere in North America, by tracking drivers’ cell phones in a passive, undetectable manor. This is a great example of how personal information being made public, and it’s combination with powerful artificial intelligence software networks, can provide major benefits to those who can tolerate the risk.
Food Bloggers of Canada (FBC) is a business that works to help build the food blogging community in Canada. Some of the ways they do this by sharing the content of Canadian food bloggers on their social media platforms, running a food blogging conference, and connecting food bloggers with brands to create sponsored posts.
Without doubt, the future of social media is growing, influential and ever-powerful. As the digital divide shrinks worldwide, more and more people are joining the billions of conversations taking place in the realm of social media. Social media is the place to be. Whether you’re looking to keep in touch with friends, find the latest trends, or learn about what someone thinks, social media is where this is happening! The world of social media is highly influential. People are turning to social media to learn about and get information on important topics, such as healthcare. Traditionally, healthcare was something that people relied on healthcare professionals, such as doctors, to learn about. With the advent of the Internet, and more recently social media, people are using social media to learn about healthcare. Social media has evolved beyond a platform used to share pictures and connect with friends. Social media is now a powerful influencer for healthcare and medical advice.
Microsoft Corporation is one of the biggest technological companies in the world. So, when it comes to future development, they are always ahead of the game. Microsoft has integrated social media through the entire company and has even created social media management software systems. When it comes to their company, future development will only keep advancing because of the social media practices that have already been put in place.
The use of social media continues to grow at a rapid pace. Sometimes it feels like I just get used to a few social media tools and then all of a sudden, there are new ones to learn about and explore. Staying on top of all the possibilities can be daunting. I’m sure many of us wonder – what is the future of social media? Ash Read of Buffer, in an article “The Future of Social Media (And How to Prepare For It): The State of Social Media 2016 Report” describes three key social media takeaways to guide social media efforts for 2017 – focus on video, spend time on Facebook and use social media to pay attention to customer support. The article also focuses on objectives and challenges, insights for marketers, and social media role evolution.
In 2005, Thomas L. Friedman wrote the best-seller The World is Flat. The book describes the world as a level playing field in terms of commerce, wherein all competitors have an equal opportunity. The book’s title is also an appropriate metaphor for the way many forward-thinking organizations are starting to view internal social media. More and more, we are seeing examples of how social media is being used to break down the silos of communication within an organization and level the playing field for everyone, from executive assistants to CEOs. Social media is opening the flood gates to free-form conversations about everything from business strategy to personal development to social advocacy. If social media is indeed the new world order for effective organizational communications, then, like Friedman’s book, that world looks increasingly flat.
Social media platforms are always looking for new and futuristic ways for their audiences to interact with one and other. Creating a social media platform that is more humanizing, more compelling and lifelike is exactly what Facebook is trying to accomplish. Oculus VR is an American tech company founded in 2012, by Palmer Luckey, Brendan Iribe, Michael Antonov, Jack McCauley and Nate Mitchell in Irvine, California now based in Menlo Park. It specializes in virtual reality hardware and software products. (Wikipedia, 2017) In March 2014, Facebook CEO Mark Zuckerberg agreed to acquireOculus VR for US $2.3 billion in cash and stock. In 2015, Oculus VR acquired Surreal Vision, a British startup focused on 3D reconstruction and mixed reality, stating that it could be possible for Oculus VR to develop products with the concept of telepresence. (Wikipedia, 2017) The company also partnered with Samsung to develop the Samsung Gear VR in November 2015, for the Samsung Galaxy smartphones. (Wikipedia, 2017)
Prior to Social Media one of the earliest types of advertising was through word of mouth followed by engraving or drawing images on a cave wall, those images told a story, and promoted ideas. Early printing in the 15th (1401 to 1500) and 16th (1501 to 1600) centuries created a mark in advertising and companies were able to reach a wider audience. In the 18th (1701 to 1800) and 19th (1801 to 1900) centuries advertising was expanded to newspapers. One of the first advertising agencies was set-up in Philadelphia in 1842 by Volney Palmer, the agency acted as a broker for newspaper space and later on they became a full service by offering ad-placement services and a full production that organized advertising by a target market and population. In the 20th (1901 to 2000) century the radio was born and was part of a new era on advertising it offered a complete new way of reaching potential audiences. Followed by television which introduced a new type of advertising that was more visual than the previous advertising methods, by the end of the 20th century the internet was introduced to the masses and it became a valuable communication tool for businesses to advertise in a complete different way. According to Visually technology and the use of Social Media and Internet has accelerated the pace in which people are able to connect, be engaged and be informed. Below is a list of the time frame it took for various modes of communication to reach 50 million users. Telephone: 75 years Radio: 38 years Television : 13 years Internet: 4 years Facebook: 3.5 years IPOD: 3 years Angry Birds Space app: 35 days Many organizations still depend on word of mouth as the main form of communication mostly used in marketing and advertising initiatives. These companies are considered to be in the stone ages as compared to organizations that are using Social Media in a big way. A good example of a company that is using Social Media very well is FIFA. FIFA was taken by surprise in the last World Cup in Brazil when 1 billion people attended FIFA’s Global Stadium, according to the current Deputy Head of FIFA Digital. Senior Manager – Social Media & Video, Alex Stone they began evaluating the data collected from the 2014 World Cup in 2015. Based on the 2014… Read more »
It’s clear that social media’s impact on any business is critical to its success. Gone are the days when corporations and companies, both big and small, could successfully operate without a LinkedIn profile or Facebook account. Now, having no social media presence can be detrimental to a business’s lead generation tactics, customer service and brand awareness.
Nostalgia is alive and well among the fashion industry. Consumers who are longing for styles of past generation are influencing organizations to bring back products from the 50s and 60s. In a recent nostalgia-driven feud, Adidas and Nike both brought back retro offerings, Adidas with their Superstar and Nike with their Cortez shoe. Both were wildly popular shoes of the past, yet only one of the two successfully made a comeback. Why did the Superstar win the retro battle and the Cortez fall flat? Adidas understands how to use social media to influence shoe-culture.
Figuring out your content marketing strategy is, like many things, a bit of a dance: You make choreographed choices, pause, look backward, figure, and then move forward with a new set of designed steps, all in the spirit of wowing your audience and reaching the right people. This is certainly the case in figuring if and how social media will find its place in the future marketing strategies of organizations, across most industries. Deciding to ditch or dedicate your time to social media channels depends largely on assessing the successes and failures of its use in the past (and following suit with a similar or wildly different strategy, depending on your research findings). It also depends on your key objectives, goals, and measurable targets. Toronto’s Furniture Bank, a charity and social enterprise bringing gently-used furniture into the homes of people coming out of poverty, sees a hopeful future for social media in its overall marketing scheme in future. With goals to build brand awareness, strengthen relationships with partners over the social sphere, and market its charitable and industry events, the future is bright for social media in the context of this social enterprise. (Below: A personal story distributed on social channels on the impact of Furniture Bank’s work.)
Private and corporate business models have not ignored the wave of the future of marketing: social media. In theory, it is an ideal, magical marketing tool best used for garnering interest, building followers and customers, and monitoring the successes and failures of digital campaigns via an alarming amount of data. These functions continue to make social media central to the contemporary corporate marketing team. But what about the small business, the entrepreneur, or the industry of community services, charity, or social enterprise, where a multi-person marketing team is not in the cards? How might social media as a marketing tool aid a non-profit organization in reaching goals, building donors, and creating buzz with (sometimes) less resources? For the marketing team at Toronto’s Furniture Bank, social media is a key, cost-efficient, and effective tool in the promotion of the organization and meeting its ongoing goals of building brand awareness, growing donors, and strengthening relationships with its sponsors. (Below: A video giving a glimpse into Furniture Bank‘s daily operations, with a personal touch. The organization has used visual platforms like YouTube, Facebook, and Instagram in recent years to up its online content game, and give a more defined face to the brand, and how the Furniture Bank “machine” works.)
Marketing is filled with many tools, concepts and strategies. Although traditional marketing works, it’s no surprise that Social Media has become a dominant force in marketing, with over an estimated 2.3 billion active users in the world. Social media marketing is essential for any organization. What is Social Media Marketing? Social Media Marketing makes use of social media sites to raise visibility on the Internet and to promote products and services. These sites are useful for building social (and business) networks, for exchanging ideas, and knowledge and to reach a larger or targeted audience. Through branding, company engagement, consumer feedback and more, social media has completely altered the way businesses think about marketing. But what happens when your business is social media? Does that change your marketing plan? How can a social company thrive in the vast online marketplace? I personally used to think of Instagram as a mindless channel. With endless scrolling images of rock-hard abs, and 16-year-olds who have more successful businesses than anyone I have ever met. Yet even in this depiction, audiences of all ages and backgrounds are spending the majority of their time on Instagram, and savvy marketers are using this to their advantage. – What started as a hobby, turned into a career – @beautifuldestinations – an Instagram page that filled the void by tapping the online community to come up with the most beautiful collections of landscapes, cities, seascapes and attractions around the world, aiming to inspire people to get out there and see it for themselves. Founded in 2012 by CEO Jeremy Jauncey – Initially, the account started as a passion project, but little did he know the Instagram page he started had gained millions of followers. A renowned hotel reached out to collaborate, in the hopes of increasing its own social media following.
Glossier originally started off as a beauty blog in 2010 by Emily Weiss called “Into the Gloss”. The blog was drawing a huge audience and created a wonderful beauty community that was generally interested in what Weiss was discussing. The launch of this community became the perfect platform for the brand launch of Glossier. The company is currently only available online which allows the brand to only focus on digital and social channels. “This online following would then rave about her products either through their own blogs, or post photos on Instagram to their own followers. This was a perfect example of word of mouth beauty marketing in action on social media (Chong, N. (2017, June)”.
It’s the season of giving. And with more than 85,000 registered charities in Canada, the competition for your discretionary dollar is heating up. For traditional non-profits like the United Way, dealing with dwindling donation dollars is compounded by the rise of online, crowd-sourced and increasinlgy niche charitable initiatives. How does one of Canada’s largest and oldest charities break through the clutter, especially during the prime giving season, to successfully engage local, distracted and digitally savvy donors? While bricks-and-motar organizations like the United Way certainly have their work cut out, the increasing use of social media and the resulting metrics are helping organizations focus their marketing efforts to maximize awareness, engagement and, ultimately, donations.
Search Engine Land defines social media marketing as referring “to the process of gaining traffic or attention through social media sites”. Marketing has changed dramatically as marketing strategies now incorporate social media platforms to help with marketing plans. In an article titled “Social Media marketing for Businesses” from WordStream, a plan is emphasized as the first step in creating a Social Media Marketing strategy. Asking questions such as: what are you hoping to achieve, who is your audience, what message are you trying to send and what are the best social media tools should be the first place to begin. WordStream also focuses on choosing the best social media platforms for your organization and the article offers suggestions for many platforms, including Facebook, Google+, Pinterest, Twitter, LinkedIn, YouTube, Reddit, and Location Based Media such as Yelp.
FIFA’s use of Social Media such as Facebook, Twitter, Instagram, and YouTube in the Marketing process and campaigns is very bold, organized methodical and innovative for a non-for-profit association. FIFA is a non-commercial, not-for-profit association that uses significant funds in developing the game of football/soccer around the world, organizing its own international competitions and drawing up regulations for association football/soccer. This legal status as a not-for-profit association has helped FIFA to develop into a multibillion dollar company. The current partners of FIFA listed for the 2018 FIFA World Cup RussiaTM are Adidas, Coca Cola, Hyundai, KIA, Qatar Airways, Wanda group, Gazprom and Visa. The current FIFA sponsors are Budweiser, Hisense, McDonalds, Vivo, HANDSHAKE FOR PEACE, FIFA FOOTBALL FOR HOPE, and FIFA.com. If you are interested in applying to be a sponsor for the next FIFA World CupTM in 2022, please click on the following link that will lead you to FIFA’s sales department email address. Become a sponsor email address (email@example.com) The above listed companies dominate advertising boards, receive free tickets and have the privilege of inviting guests at special rates and have rights to use the World Cup Logo exclusively. FIFA is effectively using Digital Marketing to advertise and sell tickets for the future World Cup events, such as 2018 FIFA World Cup RussiaTM. FIFA fans can apply for 2018 FIFA World Cup RussiaTM tickets using the following link apply for tickets. Soccer fans can also check prices in US dollars by clicking check prices. Benefits to Partners FIFA’s Marketing platform reaches millions of people in over 200 countries worldwide this is done through the support of commercial affiliates providing vital services and product support for the entire event’s operations. The standard rights package includes: Use of Official Marks Exposure in and around stadiums, in all Official FIFA publications and on official website, http://www.fifa.com Acknowledge of sponsor support through an extensive FIFA World Cup sponsor recognition program Ambush Marketing protection Hospitality opportunities Advertising/promotional opportunities and preferential access to FIFA World Cup™ broadcast advertising Partners can also tailor their sponsorship according to their Marketing strategies and needs. They can individually use the official logo and create composite logos allowing them to be creative in their Marketing strategies. In order to watch the video, FIFA has granted permission via YouTube
Building a business starts with a mission, an idea, a desire to bring a product or service to a wanting market. But what if you alone are the product, the marketer, the designer, and the administrator, a one-woman business band? How can you maximize your reach, market yourself, and cultivate your business in an effective, timely way? Luckily, social media platforms (Facebook, Instagram, Google analytics, Twitter) and their measurement systems have provided a relief in this entrepreneurial scenario, giving easy insights into potential target markets, post performance, reach, follower growth, and more. This technological milestone in marketing has allowed small business owners to reach a wider audience, gauge the success or failure of digital campaigns, and have a wide-angle view of potential consumers. The ease and availability of social metrics in these realms have also made it possible for individuals to pursue their areas of interest, making careers out of things they love to do. Nancy Silverman, a Toronto-based yoga instructor and Kombucha expert, did just that.
Worldwide, many people were shocked by the outcome of the U.S. presidential election of 2016. It’s been just over one full year since Trump’s electoral win and, although the race between Trump and Clinton was close, many of the electoral polls forecasted Clinton as the likely winner of the 2016 election (Perez, 2016). While the outcome of said election left many data scientists confused, many social media analytics firms are claiming that their measurements would have been a much better predictor (Perez, 2016).
Sun Life Financial runs many social media campaigns and uses many different methods to track their efficacy with social media metrics. The purposes of their campaigns ranges from creating brand awareness, having people consider one of Sun Life’s products or services, or conversion. Conversion would mean that a client has taken an action such as: set up a meeting with an advisor or downloaded an app. (A. Guselle, personal communication, November 13, 2017) By using the tools at their disposal, such as the analytics that are available within the social media platforms, Sun Life is able to demonstrate how the social media team is reaching their goals.
It has been through world wars and countless other global conflicts, and survived depressions and recessions along the way. Through it all, the Globe and Mail has faithfully delivered the news to Canadians since 1844. But with the advent of the World Wide Web in the 1990s, traditional newspapers like the Globe suddenly faced the prospect of a world of information they didn’t directly control. Instead, it was now the readers who began to choose how, where and when they consumed the news. And it became clear fairly quickly that readers were shunning print-based publications for news served up on a digital platter. In fact, between 2000 and 2015 alone, print newspaper advertising revenue fell from about $60 billion to about $20 billion, wiping out the gains of the previous 50 years. The digitization of the news threatened the very existence of venerable newspapers around the world, including the Globe. While not without its digital scars, the Globe today is enjoying a resurgence of sorts. It is thriving with its online content delivery and it’s using the rich data provided by social media metrics to help shape its content and brand strategies.