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.
Benefits of using Social Media Before taking a dive into Social Media channels such as Facebook, Twitter, and YouTube, businesses should create a Social Media strategy that begins by defining who their target audience is. Businesses that do not do their due diligence in creating a strategy will not be successful if they rush to set-up profiles and post without knowing their targets and what channels to use to reach their audience. According to a report published by Texas Tech University, brands who engage on social media will improve brand loyalty and businesses should use all tools that Social Media offers when connecting to their audience. For teenagers Twitter and Instagram are the most used tools in Social Media. Social Media is a great Marketing digital tool that can revolutionize outreach, visibility and marketing initiatives for small and large businesses and not too many companies are using it. Companies need to learn how to gauge how their Social Media tactics are performing and how to measure this. Currently big and small businesses are realizing the huge benefits of Social Media and its increasing importance in the race to stay relevant and attract new customers. Prior to the age of Social Media, many years ago “the Secretary” was the first point of contact between companies and customers; today that role is replaced by websites and the Social Media revolution. 2014 FIFA World Cup™ FIFA awarded Brazil to be the host of the 20th FIFA World Cup™ on October 30, 2007, as a global event the preparation of a FIFA World Cup™ began many years before the tournament, some of the key topics that a host country must review are, infrastructure of the stadiums, transportation, logistics of the event, and to create a brand. FIFA’s Social Media Explosion In order to provide a worry free web user experience of the World’s greatest sporting event to a demanding, global digital World Cup audience FIFA created a Global Stadium. FIFA’s key scope was to increase global audience, reach and enhance engagement of all FIFA’s platforms, using FIFA.com. Global stadium a revolutionary and innovative live social internet hub that is available throughout tournaments at FIFA.com and FIFA App. Fans were able to get closer to the action during Brazil 2014. The Global Stadium provided a singular destination to FIFA fans and created a great reach across the planet. With Billons of hits on Social Media Channels generated… Read more »
Social Media Metrics? TechTarget defines Social Media Metrics as “the use of data to gauge the impact of social media activity on a company’s revenue”. The main goal of social media metrics is to determine the impact of social media on a company’s goals. There are many social media metric tools available now but which ones should you use? And when you use them do you know what they are used for? What are they measuring? How do they impact your company? I have discovered these questions to be quite confusing and I end up feeling unsure of even where to start when I think of measuring social media efforts.
Most people consider social media to be platforms for dialogue between themselves and their closest friends and favourite social influencers. Of course, marketers and organizations use social media to promote products and brands, communicate with customers, and gather data from their target audience. It’s not surprising that discussions involving the application of social medias rarely focus on supply chain and distribution implications; however, this function within a business and between businesses can benefit almost infinitely from a strong network of social media and communication platforms. Many companies are beginning to look to other areas of their business to either cut costs or earn more income, and their supply chain has become an increasingly popular source for such activity. One company capitalizing on this newfound value centre is SDVI, a resource management company that helps media and entertainment companies organize their data and information supply chain to improve the agility and efficiency of their media infrastructures (Market Wired, 2016).
Media. Monitoring. No one understands the utility of social media in the development of products better than than those in the thick of the media monitoring industry, the champions of multiple products which, like digital butterfly nets, capture curated data from the far corners of the online world, with the aims to organize, analyze, and report on that data in an impactful way. In effect, social media research in this industry IS the product. In Canada, a competitive set of top industry players, such as Cision Canada, have made the monitoring, organizing, and analysis of traditional and social data their full-time business by developing digital media monitoring/analysis platforms and bringing them to market. And, given the nearly daily shifts in digital technologies and modes of communication, pushing out new user-friendly, contemporary communications products for clients (mostly those in PR, marketing, advertising, and communications across an expansive list of industries), and meeting the demands of the market in a timely and effective way, are vital in staying relevant to the needs of the communications and PR professionals who’s primary need is to keep their fingers on the pulse.
Adidas’ and FIFA’s relationship dates back 47years, and since 1970 Adidas has been supplying the official match ball for all FIFA World Cup™ matches. The partnership was recently extended until 2030 granting adidas the Official Partner, Supplier and Licensee rights for the FIFA World Cup™ and all FIFA events until 2030. The announcement was made during a ceremony in Moscow by Thierry Weil, FIFA Marketing Director and Herbert Hainer, Adidas Group CEO. Adidas wants to preserve its position as the number one seller of soccer gear worldwide. In 2010 Adidas, was the first and only outfitter and licensee to disclose the list of suppliers/factories involved with the production of World Cup products of the 2010 FIFA World Cup South Africa™. Adidas Supply Chain Structure Adidas is currently outsourcing most of the production to more than 1,000 independent factories from around the world. Adidas products are manufactured in 63 countries and supply chain is global and multi-layered with different types of business partners, some are directly contracted factories, while others are not. The top five countries per region and by number of supplier sites in 2016 were: The Americas (26%): United States, Brazil, Argentina, Canada, and Mexico. Asia (64%): China, Vietnam, Korea, Indonesia and Japan. Europe, the Middle East and Africa (10%): Germany, Turkey, Italy, Spain and South Africa. The Power of Social Media and Supply Chain Management Adidas has launched a #allin campaign on Twitter. The official World Cup 2014 soccer ball named the Brazuca was given its own Twitter handle (@brazuca) generating over 139,000 followers. The Adidas Football YouTube channel has 350,000 subscribers and is host to various videos showcasing Lionel Messi, featuring the new Battle Pack cleats that were launched in conjunction with World Cup content. One of the videos features the Brazuca that was fitted with cameras into the ball that was sent on a World Journey. In 2014 World Cup in Brazil the Adidas football Facebook page had over 17 million likes, containing pictures promotions, video links. Some of the promotions included signed soccer balls by designated players that could be won by customers by following Adidas soccer related Twitter accounts. This was a way for Adidas to connect to their customer base, fans and anyone interested in Soccer. Adidas is using Social Media to Improve Supply Chain Management The Sports Retail Industry is a highly competitive market and it is very important for companies to… Read more »
In 2014 a global movement started #whomademyclothes. Fashion Revolution is a not for profit Community Interest Company based out of the U.K.. Since 2014 it has held an annual social media campaign #whomademyclothes in April, on the anniversary of the devastating 2013 Rana Plaza factory collapse in which 1,134 people were killed. The social media campaign calls on clothing brands to take responsibility and demonstrate transparency for their supply chain management. Social media has enabled a global conversation on platforms such as Facebook, Twitter and Instagram for socially conscious consumers who are actively seeking out sustainable fashion and the demand for transparency. Eileen Fisher Inc. is a clothing brand that is managing their supply chain.
From minor alterations, to complete start-to-finish designs, as many as 30% of online shoppers see value in being able to customize products to their liking (Bain Insights, 2013). Co-creation is not a new concept, but with the growth of social media platforms, companies are now more connected than ever to their customers.
It’s the wold’s most valuable sports brand. And it all began when founder Phil Knight decided to start selling track shoes out of the trunk of his car in 1976. Today, Nike is a global athletic shoe and apparel juggernaut, with a brand value of nearly $15 billion U.S. But a string of public controversies in the 1990s and early 2000s over the working conditions at some of Nike’s factories around the world threatened to derail close to 20 years of brand building in one fell swoop. Allegations of child labour, poor wages and dangerous working conditions at various locations in its global supply chain triggered widespread protests and seriously threatened Nike’s very existence. And while the company initially denied any claims of wrongdoing, further damaging its reputation, it eventually responded with humility and transparency. Today, Nike makes its supply chain practices transparent and available online and uses social media in various forms to actively listen to and engage with its stakeholders in order to influence where and how its products are designed and manufactured – all critical elements of effective, and modern, supply chain management.
Social media is about building relationships, and it can be used in a supply chain to build and grow communications among trading partners. Information and knowledge gathered from the use of social media by supply chain partners can provide insight into various issues. Social media allows supply chain participants to monitor supply chain events and transactions to keep everyone up-to-date with current situations, such as a delay in shipping or a carrier failed to pick-up a shipment. Providing companies with more timely and insightful information about risks and events, enabling them to make corrective action sooner – minimizing the impact of a supply chain disruption. Despite all the major advances in supply chain management and technology in recent years, most restaurants and their suppliers still don’t have a single, integrated, real-time view of supply and demand when working together in an enterprise. The lack of visibility creates a fractured supply chain; one in which the restaurant operator and its suppliers do not operate in sync, resulting in bloated inventory, excessive waste, supply uncertainty, and poor customer service for all parties concerned. So in many ways, the restaurant industry is defined by paradoxes. Consumers want quality food at affordable prices. Product freshness is a must, regardless of seasonal variability. Cost and customer service come bundled – not à la carte. Here’s how procuring works at a typical restaurant. At the end of dinner service, the chef or sous-chef compiles a list of everything they will need for the next day’s service. Once there are tallies, the chef calls and leaves messages with orders for delivery. Some restaurants order from separate companies for produce, meat, fish, dried goods, and cleaning supplies. Others make one call to a large all-purpose company, such as Sysco or Gordon Food Service – (you know those big trucks you see across the country). Although these companies may get the lowest prices and deliver everything at once, they rarely have the best product.
The management of the flow of goods and services is what is referred to as supply chain management. According to Margaret Rouse at TechTarget, Supply Chain Management is defined as “Supply chain management (SCM) is the oversight of materials, information, and finances as they move in a process from supplier to manufacturer to wholesaler to retailer to consumer. Supply chain management involves coordinating and integrating these flows both within and among companies.” Supply chain management occurs in both product companies and service industries.
Traditional marketing has given way to a new era of digital marketing where social media and customer input are king. Gone are the days of sending direct mail pieces and emails to massive lists of customers and crossing your fingers that you hear back from at least a few of them. Now, with the help of social platforms like Influitive, creating partnerships and relationships with customers is not only possible, but is actually the key to building new campaigns, content and product development.
Founded in 2016, CharterClick is a young startup based in United Arab Emirates, envisioned by its creators as a universal platform for yacht cruise rental. CharterClick is an online booking service that lets you book yachts, speedboats, and fishing trips all under one site. The main feature of the system is that it works in real time – something that no vessel aggregator has done before. CharterClick first approached Eminence in December 2016 wanting advice on their social media strategy, finding that their main challenge was targeting the right people. Their main objective was to grow their social presence online and generate sales through social media. CharterClick knew they wanted to target a wide range of both locals, tourists and expats from around the world, starting with Dubai expats. The challenges: Attracting more people to click through to the website to book a Charter Generate Awareness of CharterClick online Prove digital marketing is effective Directly targeting the right people Eminence began looking at a strategy for their social media channels by analyzing the behaviour of the target market and the direct competitors. With yacht rental being a highly competitive business in the UAE, however none of these companies had an easy to use website, that allows yachts to be instantly booked without calling the company itself. Eminence found out that the target would be interested in a variety of charters, and a content plan would need to be put in place in order to generate results from the right target audience. CharterClick was provided with a comprehensive social media strategy for their marketing team to follow. Eminence sourced a range of local influencers who were managed, and selected through their followers based on the needs of CharterClick. These influencers posted and wrote about their experience, producing remarkable results. The efforts were focused on the timings, days, and different types of campaigns that generated engagement from new and existing followers to both CharterClicks Facebook, and Instagram.
It’s one of Canada’s largest – and oldest – retailers. And for nearly a century, Canadian Tire used good old fashioned advertising methods to reach millions of loyal customers – weekly newspaper flyers, TV ads and the annual catalog were promotional staples for the retail giant. Today, the company still pushes its products through these time-tested methods. But through a multi-million dollar investment in technology, it is augmenting the way it develops, promotes and sells everything from snowshoes to truck tires to pet food. Social media is playing an increasingly bigger role in the company’s product development reboot. Take its Tested for Life in Canada program. Canadian Tire has put the product development process online and in the hands of close to 15,000 Canadians who have signed up to put the retailer’s merchandise through the ringer. The reviewers test products at home and openly share their reviews and experiences with Canadian Tire, customers, and with other testers, through various social media channels. By developing a unique social media component to its bread-and-butter product development process, Canadian Tire is putting the fate of dozens of popular products – and perhaps its reputation – directly into the hands of everyday Canadians.
Goal or No Goal! One of the most prominent incidents in 2010 World Cup that precipitated the need for goal-line technology was a goal incident that happened between England and Germany match. When England and Germany were part of the second round match, Frank Lampard the English mid-fielder, kicked the ball towards the goal, and the ball bounced off the crossbar and bounced back out to the field of play. Video replay was the only means to check whether the ball crossed the goal line back in 2010. Video replay was only used by media, sports commentators and not used as a tool by referees to decide “on goal or no goal”. Sepp Blatter FIFA President, after watching the game and replay from the stands he agreed that when the stakes are this high, justice outweighs tradition, germinating the idea of the need for Goal-Line Technology (GLT) especially for soccer World Cup events. Goal-Line Technology would remove any doubt about whether a goal has been scored. Why do we need Goal-Line Technology (GLT)? GLT is to support match officials in their decision making during a soccer match as the speed of the game and their position on the field of play may not allow them to make the proper call during games. The human eye can only handle approximately 16 images per second, so the ball will need to be behind the line for at least 60 milliseconds. In some cases the ball is only behind the line for a few milliseconds before a player kicks it back or it rebounds back into the field of play. When this happens the human eye cannot see whether the ball has crossed the line. The human eye can detect balls with a speed of 12km/h or less. Players these days are able to kick a ball with the speed over 120km/h – this would be undetected by the match officials. Goal-Line Technology was Approved Goal-Line Technology (GLT) was approved for use in football by The International Football Association Board (The IFAB) in 2012. Referees no longer have to decide themselves whether the ball has crossed the line or not without technical assistance. After 9 months of testing in England, Germany, Hungary and Italy, at a meeting in Zurich on 5 July, 2012 decided to introduce Goal-Line Technology into football. Of the 8 companies that participated in the first round of tests, only… Read more »