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 »
Competition and teamwork is at the core of human motivation. What many of us struggle to achieve on our own, without supervision and benchmarks, can often be achieved when we are pushed beyond our comfort zone and joined by others with a common goal. Nike has repeatedly leveraged this fundamental element of human nature, and has successfully gamified the typical shopping experience through their online community: NikePlus.
While Wendy’s might normally be known for their famous sides – fries, chilli, baked potato, salad and the original frosty – their side of sassy social media responses brought them into 2017 as one of the hottest brands on Twitter. Earlier in the year, the fast food chain responded to media requests affirming that their social media accounts had not, in fact, been hacked. This after a series of responses coming from the official Wendy’s Twitter account to followers who engaged with the company on social media.
It’s a warm and bright Sunday afternoon. You’re carelessly strolling through the narrow cobblestone streets of a small village tucked into the Tuscan countryside. As you pass by the rows of homes, an inviting aroma of freshly cooked pasta, rich tomato sauce and hearty Parmesan cheese floats through the air. You peer into an open kitchen window and notice a man adding a sprig of basil on a heaping platter of pasta he’s about to serve his family. He notices you, he smiles … and he waves you in! You go in, sit down and enjoy the best plate of pasta of your life. That’s exactly the experience global pasta maker Barilla is hoping to emulate here in Canada – whether you’re creating your own Tuscan food fantasy at home or just trying to feed a hungry family on a Sunday afternoon – through a new social media campaign designed to engage customers in a memorable and lasting way.
Ontario Soccer is one of the oldest sports organizations in Canada founded in 1901 with over 500,000 registered participants. Ontario Soccer provides leadership, advancement and development opportunities for players, coaches, and other stakeholders. Ontario Soccer is a member of Canada Soccer and is a member of FIFA the world governing body of soccer. Ontario Soccer has 21 district offices and several associate members within regional and provincial leagues. The Ontario Soccer headquarters is located in Vaughan Ontario, with indoor and outdoor soccer facilities. From my experience many years ago customer engagement with soccer associations including Ontario Soccer was done mainly through face to face encounters, with prospect members/customers this included players, coaches, match officials, and soccer clubs. Customer Engagement was done primarily through meetings, distribution of flyers, and events such as soccer tournaments. Presently customer engagement has changed drastically with the use of Social Media channels such as Twitter, Facebook, Instagram and YouTube. Additionally the Manager of Communications at Ontario Soccer reported they also use Tweetdeck, Hootsuite and Meltwater.
In an increasingly digital world, the number of employees working remotely 100% of the time is rapidly rising, and these workers now collectively account for 20% of the American workforce. (Dvorak and Sasaki, 2017) Understandably, this means that employee interaction and information sharing between peers is becoming less and less frequent.
Welcoming employees into your digital content strategy isn’t always easy, especially if your company represents a niche product or service that might not lend itself to community-building on social channels. For Penguin | Random House Canada, however, demonstrating employee engagement appears easy enough. Like many successful shops, Penguin recognizes that the core of their business is a widely-celebrated object, for customers and staff alike: the book. Through its recent content strategy, followers have come to understand that Penguin employees are a fans as well.
Health Sciences North (HSN), a Northern Ontario hospital, is shining a light on the human side of healthcare as it reaching patients, hospital visitors, and the community at large. Located in Sudbury, Ontario, HSN has garnered Northern Ontario’s attention after the launch of their blog, Humans of HSN. Humans of HSN is an online blog modelled after the infamous Humans of New York, where pictures, videos and stories of HSN staff, volunteers and patients are shared. Each week, the blog features new stories of the many faces at HSN which are then shared across HSN’s social media networks. Doctors, nurses, and healthcare professionals alike are sharing details of their lives outside of their hospital life. Whether talking about their personal passions, such as curling, or a once-in-a-lifetime family trip, patients and visitors of the hospital are given the opportunity to see beyond the person treating them.
Math. Science. English. Facebook. Snapchat. Instagram. Welcome to the modern classroom, where the way in which a teacher is expected to engage with students, deliver the learning experience and manage discipline has forever changed thanks to the increasing prevalence of social media. With this new dynamic comes the expectation that teachers are appropriately managing their own social media actions, both in the classroom and in their personal lives. These new expectations recently led the Ontario College of Teachers (OCT) – which governs and regulates the province’s teaching profession – to launch an employee-focused campaign called Social Media Tips for Teachers to proactively reinforce the proper use of social media both in and out of the classroom to its more than 200,000 accredited members. The OCT primarily used social media to successfully share the social media refresher.