In the midst of this Social/Mobile Marketing Era, business has changed its focus from being all about maximising a company’s financial return, to real-time connections, and social exchanged based on relationships driven by the consumers. An industry that understands and uses customer engagement as a tool is the beauty industry.
In last weeks post, I discussed the benefits of social media being used at FlashStock to engage employees through the use of a social tool/central communications hub for driving improved business performance. This week, I will continue to focus on engagement, however, one form that businesses are consistently familiar with: customer engagement. I question and explore how FlashStock uses social media as a channel to help with brand awareness, creating thought leadership and market penetration to increase business performance. I think it is important to quickly give you a bit of background to FlashStock. Flashstock Inc. is a Toronto-based B2B tech start-up. We are part of a growing sector called CaaS (Content as a Service). FlashStock is a technology platform used by Fortune 1000 global brands to help accelerate the creation of custom images and videos, connecting a global network of creative contributors. We are partners with Instagram and Facebook, helping businesses generate higher engagement through social and digital channels. Since we are B2B, we use the likes or @mentions as ways to learn about what our clients like and understand their buying process better. Data that helps form what compelled a client to engage with us, helps us understand more about our target audience. As we understand more, we can continue to measure valuable and consumable data in the form of knowledge. As a growing B2B organization, our salespeople sell to business executives who are working over and above and often, over communicated to. FlashStock’s use of social media has been to help create brand awareness, position FlashStock as a leader, and operate as a trusted source. Companies seek assistance through Flashstock to rapidly measure their content needs and keep their clients engaged with relevant content. At FlashStock, we have a well-supported and staffed sales organization which is the main driver of revenue for the business today. As we continue to evolve and have more data to analyze, our marketing team is going to be able to understand what our clients and prospects are interested in. They want to learn about and serve up relevant content in the form of future webinars or whitepapers, which our founding leader, Grant Munroe, is a contributor.
Direct Sales has never been a business for the faint of heart or weak-kneed. Stella & Dot creator Jessica Herrin succinctly expressed this sentiment in a 2016 Forbes interview where she noted the huge ‘ick’ factor associated with the industry. Direct Sales may get a bad rap because of its potential for people to feel locked-in by high quotas, awkward customer engagement strategies and defined territorial boundaries. However, by adopting a social selling approach that’s creatively coupled with the most visually engaging social media tools, Stella & Dot has positively re-shaped the image of direct sales in the jewelry and accessories realm. Under Herrin’s leadership, Stella & Dot is an indisputably profitable enterprise with $300 million in revenues. The company has also paid some $300 million in commissions to more than 50,000 stylists, who keep up to 35% of the value of sales they make. Herrin’s successful approach is an example of how to lead with product, be customer-obsessed and leverage technology. How has Stella & Dot managed to bring these three elements together so masterfully, and which technologies are incorporated into its social selling approach?
TripAdvisor is a good example of how to build successful business and sustain YoY growth by customers’ usage and engagement. Once a website for hotel reviews, TripAdvisor became an online place where customers can plan and book nearly everything for their trip: starting with accommodation, restaurants, guiding tours etc. Nowadays, TripAdvisor provides both its customers: businesses and travelers, a platform to socialize. Travelers share their experiences via reviews and businesses have an option to respond directly to the traveler. TripAdvisor is one of the largest travel sites that offers advice from millions its users. With 465 million reviews, covering 7 million accommodations, restaurants and attractions in 49 markets worldwide, TripAdvisor is branded the largest travel community in the world. TripAdvisor attracts 390M unique visitors every month, more than 280 reviews are submitted to the website every minute and more than 10 000 businesses are added to the website and apps every week.
Deyaar is one of the largest property developers in Dubai, They strive to serve their customer in the best possible manner, came up with the idea which will create value for Deyaar’s customers by saving their time and effort by streamlining the processes and providing an online channel to manage their properties from anywhere.
A communication revolution is sweeping over the workplace as it begins to dawn on company stakeholders that the personal benefits of social media communication could be bolstered in the corporate setting. If using social media for internal business communications sounds like a conflict of concepts, then this blog might change your mind… or not. A few mind-boggling stats: According to SEC filing, for the first time, Facebook’s U.S. ad revenue will be larger than the biggest traditional media companies trailing only behind Google. Updated May 8, 2017 Worldwide, there are over 1.94 billion monthly active Facebook users for March 2017 (Facebook MAUs) which is an 18 percent increase year over year. There are 1.15 billion mobile daily active users (Mobile DAU) for December 2016, an increase of 23 percent year-over-year 28 billion people log onto Facebook daily active users (Facebook DAU) for first Quarter of 2017, which represents a 18% increase year over There are 1.74 billion mobile active users (Mobile Facebook MAU) for December 2016 which is an increase of 21% year-over-year On average, the Like and Share Buttons are viewed across almost 10 million websites daily. Age 25 to 34, at 29.7% of users, is the most common age demographic. Five new profiles are created every second.. Every 60 seconds on Facebook: 510,000 comments are posted, 293,000 statuses are updated, and 136,000 photos are uploaded.(Source: The Social 75 billion pieces of content shared daily as of May 2013 which is a 94 percent increase from August 2012.(Source: Facebook) 50% of 18-24 year-olds go on Facebook when they wake up. One in five page views in the United States occurs on Facebook. 42% of marketers report that Facebook is critical or important to their business. 16 Million local business pages have been created as of May 2013 which is a 100 percent increase from 8 million in June 2012.
Nowadays, social media is part of our daily life. People want to share their everyday experiences with others: they study and work in different cities, they fall in love and relocate to different countries, traveling becomes the normality for leisure and for business, a quiet month in your hometown is an exception. Social media allows us to stay connected with our families and friends; it allows to share our experiences, no matter where we are. Social media also serves as a platform for new opportunities. Businesses advertise new positions and promote their products, employees of the companies re-post and share information with their peers. The best insights for the business of an organization are gained from the inside of that very same organization. Many companies understand this and try to use social media to tap this potential. For global companies with different offices around the world, social media is also an opportunity to connect and engage with current employees. Booking.com is one such international company that uses public Social Media in different ways: it (1) engages with current and future employees by posting the latest news about the company, (2) promotes new positions, (3) engages current employees to share their experiences about the roles, the cities they live and work in, and their experience of relocating to a different country or a new city for a new position, (4) share their passion for traveling.
Hicham Abu Baker, A Jordanian guy who has visited more than 15 countries in Europe, Africa, and East Asia, touring local coffee roasters and houses and spending hundreds of hours tasting specialty coffees and experiencing different coffee cultures. Then he decided to establish a state of art specialty coffee roasters in Jordan, that competes with international brands. His roaster is one of a kind, proudly 100% made with passion in Jordan.
Everybody knows of their community newspapers, but few know that these community newspapers are owned, operated and published in Ontario by Metroland Media. It’s a surprise that Metroland Media is not a common household name, having most of Ontario’s community media market share. In fact many people refer to their community newspapers by the name on the front page, but behind it all, is Metroland Media. Metroland Media Group has gone through many stages of ownership and various titles, but has since been remained Metroland Media Group after the 2006 merge of Metroland Publishing and City Media Group. Torstar, originally The Toronto Star, owns and operates Metroland Media Group, Star Media Group and has a diverse and developing portfolio of operations mainly across Canada, as well as other sectors around the world.
Social media has been helping many companies drive improved performance to their bottom line. Now, in a world where companies are in hyper-growth, employers are focusing on driving higher performance & engagement from their employees with the use of social media and it’s having positive effects such as giving employees purpose and a space for finding like-minded people, faster innovation sharing ideas, and improved communication to employees. At FlashStock, social media helps drive higher engagement and participation from employees which enable them to be more connected through virtual based channels, share information through virtual bulletin boards, and to quickly collaborate on ideas and obstacles. When asked about the benefits that social media has brought FlashStock Brett Mellon, COO, said that “the beauty of social media is the timeliness and efficiency that it brings teams. Traditionally lots of information was researched in order to uncover areas that needed improvement. Now the organization is connected and it is easier to see the response from employees and pivot because that is what happens in high growth companies.”
ISCAR Tools is an industry leading producer of precision carbide metalworking tools and inserts. Iscar provides a wide range of innovative carbide inserts, carbide endmills and cutting tools to tackle most metal cutting applications. They are also globally renowned for providing top notch engineering and manufacturing solutions for a wide variety of major industries such as automotive, aerospace and die & mold production. To reach this level of success, it takes more than just providing a quality product to the market, you need to to be well rounded in all aspects of business. More importantly, you need to be able to manage and integrate all segments of your organizational hierarchy. When it comes to social media integration on a global scale, this is no easy task.
Brands becoming more Digital Consumer packaged goods companies have started to spend more for digital and social media to better meet changing needs of their consumers who are increasingly looking for education and inspiration on-line. Digital and social media helps companies to craft a more personalized and better targeted message to their consumers and, as such, often achieve higher ROI vs. traditional TV media based on one-size-fits-all approach. Parmalat Canada views Social Media marketing as an essential tool in brand building and promotional plans for its flagship brands President, Galbani, Black Diamond, Balderson and Astro. These brands have on-going digital presence at major social media platforms such as Facebook, Instagram and Pinterest. The company seems to having embraced Social Media practices that require more message customization, more personal approach to consumers and faster response time vs. some traditional marketing media like TV and print.
On February 4, 2005, YouTube started a revolution by giving us a seemingly endless stream of content, on demand. You could watch videos by celebrities, tutorials by up-and-comers, or movie trailers released by studios. Over the years, videos continue to be released, creating new stars and streams of content from global contributors. But no more is YouTube the only major player in the game. With over a billion users generating billions of views and hundreds of thousands of hours of content watched, it is only natural that other players would want to capitalize on this captive and attentive audience. Social media giants Facebook and Twitter are getting in on the action by promoting real-time engagement video capability aimed at engaging the attention of global audiences.
In recent years, the popularity of CrossFit seems to have sky rocketed into orbit. The first time I heard about CrossFit was in 2008. At that time, I assumed that it was just another fitness fade that hardcore gym enthusiasts did to look cool. Undoubtedly the shine would wear off and its popularity would dwindle. I had the same thought process regarding the future of social media in a marketing for business capacity. I was wrong on both accounts. I think it is safe to say that social media has played a pivotal role in the success and growth of the CrossFit brand since day one. In today’s business landscape, staying progressive when it comes to new advancements and technologies in all areas and aspects of business is vital to the future success of your organization. The CrossFit brand does just that. From a marketing perspective, CrossFit has excelled over the years at identifying and incorporating new methods of social media as a way for them to reach the masses with their message. This trend appears will continue into the future as new innovations and technologies continue to develop. From YouTube channels, blogs, podcasts, CrossFit TV and nationally televised CrossFit competitions, they understand the value and importance that mainstream and social media outlets provide to the future growth of their brand.
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.