Tag Archives: #socialmedia

Victoria’s Secret is a brand known around the world for it’s glamours images of it’s elusive Angels creating a goal that many aspire to.  In the fast paced world of today the excitement of receiving their catalogue in the mail has been replaced by a few easy clicks to  order a little piece of the magic.  Though this provides quick and easy access to the customer,  the company has been faced with the question of how to reinvent that same excitement in today’s world?  Enter social media.    

From a marketing perspective, being able to distinguish your brand in a sea of competition is a difficult challenge. That being said, if you are the brand, this task takes on a much more strategic and personal dynamic. You are putting your personal interpretations and artistic creativity on display in an open forum for all to see. It can be an extremely daunting and vulnerable process. Your success as a artist/business, relies heavily on your ability to tell your story in a way that allows the consumer to relate to you, and your artwork. Such is the challenge for Joanna Gresik, a Canadian abstract artist by night and corporate interior designer by day, living and working in Toronto, Ontario. Joanna creates paintings that are inspired by the energy and life of towns and cities shown through sharp lines, carefully crafted colour palettes and gestural abstract expressionist marks. Joanna has a unique ability to see architecture and landscape through a different lense , and even more impressive is her ability to express those interpretations onto a canvas. With the emergence of social media as a trusted marketing tool for businesses over the last decade or so, it comes as no surprise that these same social media channels now play an important role for small business owners and artists just like Joanna. By providing a platform and a vehicle for messaging, social media marketers can now reach a wider more specific target audience with their products and services. Joanna understands the importance of creating such relationships and quickly determined that these interactions were essential for her growth, not only as an artist, but also as a business person.

At times we can all become the victims of a good trend.  The next big things is always around the corner and can often times seem like the answer that we have been looking for.  But is the appeal the concept itself or the popularity of the solution ?  Will the solution work within the  operating reality?  In the world of social media the only true predictor is Social Media Metrics.

Before we are born, we are already getting measured. We enter this world with a measurement of weight and length. Through no decision of our own, we are thrust into a world where the measurement of virtually everything is embedded into the fabric of society. We measure blood sugar levels, job performance, life goals, height, intelligence, and so forth, and the list of possibilities is endless. In fact, I am even getting measured on the quality and content of this blog. “He uses statistics as a drunken man uses lamp posts – for support rather than for illumination.” Andrew Lang, Scottish Writer Today’s business world provides a prime example in which our obsession with metrics is evident on a voluminous scale. As it relates to the business world, without analytics, a company is vulnerable. However, just owning analytics tools and methods of measure is not enough. While data in business is important, being able to identify the right data that correlates to your overall growth as a company is essential to achieving your longterm goals. This too can be said of the social media for business environment.  

When you ask the question; “How are you using social media in your supply chain management?” many small, medium and even very large companies simply respond by saying “What do you mean?” In fact most individuals interested in how to leverage social media for a business purpose would say that this tool in supply chain management has not been well developed.   Adrian Gonzalez in the article entitled “The Social Side of Supply Chain Management”, argues that social media should be in supply chain management because at its core social media is about people to people communication and collaboration.  He goes on to suggest that since social media use in business purposes is a “new frontier” you need to be willing to take chances, to experiment because at the end of the day “you don’t know what you don’t know”. He offers some practical parameters for this experimentation: “Don’t get caught up with buzzwords. Focus instead on the work that needs to get done, and see if social networking tools are a better, more effective solution than email, conference calls, and other ways you’re currently communicating and collaborating with colleagues and external partners. Encourage young professionals on your team to take a leadership role in finding opportunities to improve existing processes using social networking tools and to train/mentor colleagues who are less experienced using these tools. Develop guidelines, a training program, and a governance structure on social networking use that allows employees to experiment and innovate, but also clearly defines roles, responsibilities, and boundaries.”  

The supply chain plays a pivotal role in the overall success of an organization, but even more so in the fresh food sector. Restaurants and other food related operations are always looking at ways to cut costs and maximize profits in the most effective and efficient methods possible. Whether it be healthcare, restaurant chains or even small mom and pop type restaurants, GFS understands that managing all those moving parts can be an overwhelming aspect of doing business. GFS is the largest family operated distributor in North America that has been running for over 115 years and services restaurants, universities, healthcare and a variety of other foodservice operations. Logistics and supply chain challenges have been at the core of the GFS company fabric since it’s establishment in 1897, but being able to manage the supply chain and its intricacies in 2017 is a different dynamic entirely. In addressing this fundamental concern, GFS developed “GFS Connect” with the goal of providing the customer total traceability and accountability anywhere, anytime in an easy and convenient way: “GFS Connect Mobile is the companion application to GFS Connect, offering you access to the same information on a mobile device. This one-of-a-kind tool lets you run your business on the go, anytime, anywhere. It’s the first and only mobile application available to food service operators throughout Canada – and it’s easy and convenient to use.”- GFS Canada Website

Role of Innovation in Consumer Packaged Goods Developing innovative products for consumers is considered as one of essential marketing functions at Parmalat.  Product innovation usually plays an important role in life cycle of any consumer packaged goods company. Innovation is tasked to drive incremental volume for the company, keep consumer delighted with its products and provide retailers with increased profits opportunities. In Food Industry, major players, such as Parmalat, are literally expected to come up with new products every year to inject news and dynamics to the category and “protect” their shelf space at retail.

We have all stood in front of the closet thinking that you had nothing to wear.  Wishing that someone would design clothes that worked with your lifestyle and listened to what you needed. With Titika couture those thoughts are just a hashtag away from becoming a reality.

Are you familiar with Itty Bitty Ballers? I think they’re hysterical. When I saw the tv commercial last month, I knew I had to have one! I immediately went to www.ittybittyballers.ca and – to my surprise, of the nine original figurines, six were sold out! But what is the story behind this viral internet success? GoDaddy, the world’s largest cloud platform dedicated to empowering small, independent business ventures, has just closed out their Itty Bitty Ballers campaign featuring Toronto Raptors center, “big man” Jonas Valančiūnas (JV). The campaign was focused around JV’s mythical business, www.ittybittyballers.ca.  The site displays his nine lifelike figurines that capture him in action poses, such as riding a Raptor, dabbing, and giving high fives.  GoDaddy positioned our 7’0 centre as spending his spare time creating these miniature works of art. This juxtaposition was amusing and intriguing enough to drive customers to want to adopt the itty bitty JV’s as their own. Two of the nine figurines sold out the day the campaign launched, and then once the campaign went viral on social media, the remainder sold out in less than 24 hours.  From the outset, the advertising campaign (seen both on tv and online) seems comical, but through their product promotion, the team at GoDaddy managed to virally promote the ease of their solutions while supporting a small local business… all through the power of one itty bitty baller.

Background Parmalat is one of the largest food companies in Canada with $2.2 billion annual revenues. The company is a marketer of such popular retail brands as Black Diamond cheese, Ficello Cheese Strings, Astro Yogurt, Lactancia Milk & Butter and Balderson cheese. The company has a large and diverse work force of 2,900 people, operating a large corporate office in Toronto, 2 major sales offices in Calgary and Montreal and 16 manufacturing plants across Canada. Challenge Given the scale and complexity of its work force, Parmalat Canada has been searching for effective ways of promoting company’s values and increasing employee engagement across many branches with their unique geography, organizational culture and regional dynamics. This challenge is especially magnified by the company’s work force composition – only about 30% of work force is full-time employees working in main offices or plants, whereas 70% of workers are part-time hourly workers at various plants. The HR Department has turned to Social Media to increase employees engagement. The idea was to encourage company’s employees to share new ideas on  improve various aspects of company’s operations ranging from work processes, life balance, health & safety and even new product ideas. Social Media Solution The choice of social media tools that will allow for maximum participation in the initiative was difficult one. The company’s digital culture has been defined by work force average age (40+), and a long practice of using IBM Lotus Notes as a major source of all inter-company communication. As such, the HR department has opted for finding new ways of using existing technologies, expanding their ability to function as social media tool as opposed to creating new social spaces on Intranet or developing dedicated digital applications modeled after popular applications like Facebook, My Space etc. Towards that end, the corporate Lotus Notes was re-designed to give birth to a large digital project called “Parmalat’s New Ideas” that allowed employees to integrate social media functions with their regular activities on the Intranet.  The new platform provided capabilities to share and discuss ideas on various topics and select the best ideas by employees voting (15 votes required to put the idea for the Senior Management consideration). Real Life Roll-out/Early Wins In 2015, the Communication Manager, Ambra Sultzbaugh , led the roll-out of this initiative to employees in a series of in-person meetings across different regions. Since then, the program has significantly exceeded initial expectations… Read more »

Bronzeback, Bucketmouth, Football, Lunker, Chunker, Toad, Hawgs, whatever word you choose to define fish, angling for those elusive trophy wall-hanger’s has been part of the human DNA for thousands of centuries. According to National Geographic ” Fishing is an ancient practice that dates back at least to the Upper Paleolithic period which began about 40,000 years ago”. So it should come as no surprise that this popular past time continues to remain a popular activity in the 21st century.  

In a digital age, where consumers are less likely to respond to traditional marketing/advertising techniques, organizations are tasked with trying to understand the modern consumer. With so many options to choose from, a well-informed consumer base, and a diverse and ultra competitive landscape where the concept of  brand loyalty is a thing of the past, corporate social media strategies now play a vital role in the success of today’s global organizations. One such organization is Maryland based, Phillips Corporation. Phillips Corp is a global supplier of manufacturing technology products and services primarily focused on CNC machine tools. Over the years Phillips Corp have relied on the great marketing efforts of the manufacturer’s they represent for building/growing the brand. They are also globally renowned for providing legendary customer service and an enduring competitive advantage to the end user.  Although Social media is somewhat of a new realm for Phillips Corporation, in a highly competitive global product market, they have tried to differentiate themselves by focusing on their people and the service they provide to the customers. Phillips is aware that nothing will substitute the relationships that their sales and service people have with the customers. Conversely they are cognizant that social media has developed a larger role over recent years as an additional avenue for engaging with that same customer base. At first their social media strategy was designed just to be presence on social channels, but it quickly developed into a more streamline avenue for them to have conversations with people in their industry. This is where I believe Phillips have taken a unique approach in an attempt to set themselves apart from the competition. A lot of companies use social media to tell everyone how good they are, and while Phillips do want to promote themselves, they also feel that it is important to recognize, at least from a marketing perspective, that they don’t own their brand, their customers do.   Matthew Nardangeli-Marketing Director at Phillips Corporation explains the importance of social media and customer engagement in below audio file:

Connecting with others is one of the cornerstones of the Weight Watchers philosophy.  It all started in founder Jean Nidetch’s living room in the early 1960’s.  Since then the company’s program and philosophy around how people connect has evolved keeping them not only relevant but also  making them a social media powerhouse. The company today has created a social media frenzy empowering it’s members to share their weight loss journey not only on traditional social media sites like Instagram, Twitter, Facebook and YouTube but also on their own social media within their own app on a forum called Connect.  The true genius behind this is that Weight Watchers employees are also plan members.  What it creates is a level of excitement, accountability and transparency that you can’t bottle but most of their industry counterparts would love to recreate.

  Ontario Greenhouse Vegetable Growers (OGVG) is a not-for-profit organization based in Leamington, Ontario. OGVG was formed in 1967, representing approximately 220 members who grow greenhouse tomatoes, cucumbers and peppers on over 2,500 acres in Ontario, Canada. OGVG works hard to promote and connect its growers with government agencies, consumers, retailers and foodservice operators across North America through various government lobbing events, research, marketing initiatives, trade shows and community activities. As a whole, OGVG strives to support the Ontario greenhouse vegetable sector and its growers, however possible, to ensure success for today, sustainability for tomorrow, and fresh, nutritious, quality produce for all!

Many churches are finding benefit from promoting their services and events online through social media outlets such as Facebook, Twitter, Instagram and YouTube.  However, if we look to the education world, we may find ways that social media is being used in the classroom that can be effectively adapted into a Pastors role of teaching, including the weekly sermon and Bible study methods. Jason Tomaszewski, Associate Editor of EducationWorld.com, reminds us in his article “Social Media Has a Place in Classrooms” of the findings of Dr. Richard J. Light (Harvard School of Education) with regards to social learning theory and the learning success of college students, “People learn most effectively when they interact with other learners. According to Light, the strongest determinant of students’ success in college is their ability to form or participate in small study groups. He suggests that this is more important than their instructors’ teaching styles. Student research participants who studied in groups, even only once a week, were more engaged in their studies, were better prepared for class, and learned significantly more than students who worked on their own.” This study underlines the significant learning impact that small group type Bible studies can have, which could include those happening online.  It also addresses the lecture-style sermon delivery that is the basis for most traditional church services, which may be better absorbed if given the opportunity to be discussed among those who have listened to it.   Social media can provide such opportunities through various means available to pastors and their congregations today.

When actor Chris Hemsworth is not on screen swinging Thor’s hammer, you can usually find him in the gym crushing a weight training workout with Luke Zocchi of Zoco Body Pro. Hemsworth uses Zocchi’s expertise to get in shape for major movie roles, but Zoco Body Pro’s target market is the regular joe. Having A-list clients was enough to attract viewers to the company’s social media, but they have stayed for the incredible content. Zoco body pro has used their social media presence to create a new avenue for a business that started as a personal training, and while they still do that, their new market is global. When training local clients, Luke prefers hands on training. Some people like to be yelled at, that old-school, drill sergeant approach, but I normally train alongside the people I work with and that’s how I like to do it. This strategy is excellent for customers lucky enough to live near Zoco Body Pro, but the company has made a move on social media that will also help potential customers that can’t travel to “The Iron Temple”. They have recently launched a program called Twenty40 training that allows anyone on Earth to try the same workout regimen that has produced world famous results. This is an online venture that provides customers with step by step instructions on how to sculpt their goal physique, as well as giving nutrition tips to help fuel the new body. Zoco Body Pro uses many aspects of social media effectively to run their organization, and this new program will help spread their fitness message world wide.

There is a huge movement around the world to end pollution, poverty and corruption just to name a few. But one of the biggest goals out there for the general public is how to eliminate germs and deadly bacteria from just about anywhere from our food, homes and also ourselves. Doctors and personalities in the medical field have always stressed the importance of keeping good hygiene whether it’s our teeth or our hands. One area however, isn’t stressed enough and those are the areas where we utilize to relieve ourselves in the bathrooms. Dr Safiya Ojo, a General Practitioner recommends the use of water for cleansing rather than toilet paper after defecation. “it is better to wash with water than use toilet paper after defecation because water washes completely without a trace, whereas toilet paper might not wash completely or properly. “The paper particles can attach to the surroundings of the anus which can bring discomfort, while water washes off everything, leaving you clean and fresh.’’ ~Dr. Safiya Ojo, Nov 30, 2015 Rafik Motala who founded Istinja Bidet in 2009, found a solution to help North Americans with the growing problem of bad hygiene and increase in illnesses due to it. On a trip to New York, Rafik went into a washroom and stumbled upon a contraption that actually did most of the work for you in the cleaning process after completing ‘your business’. It was device attached to a water source and affixed to the toilet seat that would dispel fresh water for instant cleaning. Thoroughly impressed by this, he set out to look for this device and stumbled upon the manufacturing company. As he ordered a few of them, not just for himself, but for friends and family, the company struck up a deal for him to get into the business as well. He ordered five samples and when they arrived, he listed them online on various buy and sell websites and within hours, all of the bidets were sold! That gave him the idea to do this regularly and from that Istinja Bidet was launched. Istinja is an Arabic term that means cleaning away whatever has been passed from the private areas  with water, or toilet paper or both. Rafik and his team in the initial stages used word of mouth and ended up using traditional means to market this unique and unusual product. But as the years went… Read more »

In 2013, comedian Bryan Callen, asked UFC heavyweight fighter Brendan Schaub to do a podcast with him in his garage. The two were good friends, and Bryan noticed that Brendan had a natural comedic instinct, that could crack up a whole room. While both were moderately successful in their profession, nothing could prepare them for the heights their new show would soon reach. In three short years, the podcast has grown into one of the top 10 sports podcasts on Itunes. Podcasting has allowed the pair to have a stable income, while they pursue other interests. Acting and fighting are no longer their main source of income, and they can rely on income generated from their podcast. The podcast generates revenue from ad reads on the show, with many companies relying on podcasts to generate new customers. Bryan Callen had this to say about the future of social media. What’s really cool about the whole business of internet is it makes it easier and easier to have your own autonomy. The show has produced over 200 episodes, and spun off into various other side projects. Other businesses can look at The Fighter and The Kid, as inspiration to step into the future of social media.

Social Media: The Future of The Relational Church

TammySabourin   November 13, 2016

Throughout history, The Church has been challenged with continuing to share its unchanging, relational message of the love of God in a world that is constantly changing.  Many churches are embracing social media as part of society’s undeniable move towards digital communications, in an effort to build relationships and maintain their voice into the future.  In his article, Communication In the Church of the Future, Christopher Harris states, “As the church we not only need to be mastering the tools of social media to connect with and communicate with society, we also have to be studying how these transitions in communication will transform how we are community and how we exist as church.” Glebe Road United Church, located in Toronto, Ontario, Canada with a history dating back to 1851, has found great benefit in utilizing social media not only as part of building relationships through today’s ministry, but also in looking to their future.

Rolling around on a skateboard is a right of passage for most children growing up in North America, many of them dreaming of becoming the next Tony Hawk, or Nyjah Huston. While many of these people will never attain these goals, they will still have a blast pushing around town on their boards. Skateboarding is a wonderful tool for transportation, but it has a few key limitations. The main problem is hills, and everyone who has ever stepped on a skateboard has a deep fear of the dreaded “speed wobble“. While going down a hill on a skateboard, you don’t have many options for braking and going up hills is also an issue, as it becomes a battle against gravity. Boosted Board is a company that was founded to improve some of the issues that have plagued skaters for years. Boosted Board is an electric skateboard controlled by a small handheld remote. You can adjust your speed and even brake! Skateboarders everywhere now have a solution to some of their problems. Boosted Boards has turned to social media to showcase their product to the skateboarders of the world and get everyone skateboarding again.

After 15 years of toiling in the Market Research industry for major corporations in the Toronto area, Mustafa Khaliq decided that the 9 to 5 grind just wasn’t for him. Rather than looking for another job out in his industry, he did notice (in the mirror of course) that he possessed a gift, and that was the gift of Men’s fashion flare. Usually you can see him walking the streets or sitting in a restaurant in his slim-fit patterned shirts, rocking some neon coloured socks with a set of pastel flavoured glasses adorning his always clean-cut head. With that, a lot of his closest confidantes suggested that he offer his ideas and ‘Muse-like’ creativity to the world of Men. “I’m my own best billboard. Men, generally appreciate looking good, it’s just that, its not a priority.” – Mustafa Khaliq In 2013, Mustafa set up a small consulting business called Style Counsel that helped men acquire the guidance in bringing their clothing game to the next level. With Mustafa’s love of discovering new and chic items that men could incorporate into their wardrobe, the service he was offering started to become popular as did the fashion industry for this particular demographic. The global market for men’s designer apparel is projected to reach nearly $33 billion in 2020, up 14 percent from $29 billion in 2015, according to Euromonitor International. ~ Business of Fashion Offering a consulting service to help men with their shopping needs and fashion sense however, just wasn’t enough for Mustafa. He knew that men – especially ones in fields of professions that required a look of utmost sharpness – just didn’t have the time anymore to shop store to store to gather products and ensure what is right or wrong for them. So in 2014, along with his partner Mike Mossallem, a new idea was born to provide menfolk the products they need packaged up and sent to you directly without all the hassle. Items such as laptop bags, ties, bowties, shirts etc were neatly put into a kit, displayed online and marketed so clients can customize and choose whatever they require. Viktor & Muse being only just a month old really needed to engage their social media prowess to get their marketing engine going and we sat down with the founder of V&M Mustafa Khaliq to get his take on the challenges he has to face in such a tough competitive environment. Marketing in… Read more »

Social Media Videos Marketing Success for Pickering Public Library

TammySabourin   November 6, 2016

In our age of digital marketing where there are so many social media options to choose from, one community library is finding success through their development and use of videos.  In addition to using Snapchat, Twitter, LinkedIn and Instagram, the Pickering Public Library is including short, in-house created videos in their Facebook Page, YouTube channel and website to communicate upcoming events, new programs and services, fun facts and promote client engagement.  These videos have become quite popular in their community and beyond. Donna Moritz of Social Media Examiner attributes the rise in popularity of short video social media content to how “snackable” they are, as a quick visual method that grabs our attention, “Short videos suit our busy lives, brief attention spans and the need to consume content easily and quickly. Because fans are consuming content via their mobile devices while they’re on the go, the shorter the content is, the better.”  

The media itself has been the news lately. The Trump campaign has made the press headline news. This conversation is not new. Since ancient Rome when important announcements were carved out on stone tablets and placed in busy squares, the public has measured the quality, delivery and merit of information/content. We are a society obsessed with being “in the loop” and up to date with news that is important to us. This is evidenced by the ubiquitous and near-constant use of electronic devices.  I chose The Hamilton Spectator, one of Canada’s oldest newspapers and media outlets, for this week’s case study. I wanted to know how TheSpec.com measures their performance using web and social media metrics.

JustSaiyan Clothing is a company that specializes in manufacturing apparel that allows you to slip into the costume of your favourite cartoon characters. Catering to children and nostalgic adults, JustSaiyan features designs from popular television shows such as Dragon Ball Z, One Punch Man, and Naruto. JustSaiyan has built their entire business with the help of social media, and does not advertise traditionally. Active Facebook, Instagram, Snapchat and Twitter pages allow the company to stay up to date on the opinions of its consumers, and Justsaiyan takes full advantage of their active fan base. Studying social media gives JustSaiyan great insight on how to improve their products, and more effectively market their gear.

Measuring a Church Ministry’s Digital Reach Through Social Media Analytics

TammySabourin   October 31, 2016

Church leaders of all ministry types and sizes will likely agree that the task of numerically measuring progress, although sometimes tedious, can be one important means of gaining insight to a ministry’s health.  We measure congregational attendance and engagement to help gauge existing ministry connection and determine future programming, staffing and resource needs. We measure congregational giving both in the monetary sense and by way of volunteer hours, to help with our strategic planning and ongoing ministry mission. Many churches have broadened their mission field to include the online world. This includes utilizing Facebook, Twitter, Instagram, Pinterest and more to connect and network with people who may otherwise never engage with any aspect of the church.  According to Church Works, “Social media can be a brilliant way to reach users who may be entirely outside of your community…effective, generous engagement on social media can attract new followers who appreciate your message and identify with your mission.”  How then can we best measure our social media and digital reach?