Even if you’re not in the market to buy or sell a home, you’ve likely had your eye caught by a realtor’s face on a bench sign, bus stop ad or other billboard-type promotion. It has been a successful exposure-gaining method used for decades by people in the real estate industry, one that has often been a strong step to gaining contacts for potential deals. But did you know that according to Realtor Social Marketing, 90% of home buyers begin their search online? Nicole Bafaro, Sales Representative with Sutton Group Heritage Realty in Ontario’s Durham Region, has successfully built her real estate career by venturing beyond the goal of simply making contacts; she is building and strengthening relationships through online client engagement within her community through her use of social media.
In 1872, long before the invention of social media, Mildmay’s Commercial Hotel began it’s first days of operation. It has since welcomed thousands of visitors to the small town located in Southwestern Ontario with its country charm and welcoming flare. In 1919 the the business was bought by the Schmalz family and has remained with them ever since. In 2006 the business was bought by Nicole Wise (Schmalz) and became Harleys Pub and Perk. Harleys Pub and Perk has proven that some things will just never get old with it’s almost century old charm, Grandma Schmalz’s Ribs and Kraut, and even with a few of the regulars; however, the functionality of the pub and it’s marketing tactics have had to be changed with their times.
No matter which social media platform I’m on, there it is…. No matter which conversation I join, someone brings it up…. Turn on the news and there is again… Pokémon GO. Pokémon GO is officially the biggest mobile game in the United States, with 21 million active daily users.1 According to Wikipedia it is a free-to-play location-based augmented reality mobile game developed by Niantic and published by The Pokémon Company. It was released in July 2016 for iOS and Android devices. The game allows players to capture, train, and battle virtual creatures, called Pokémon, who appear on device screens as though in the real world. It makes use of the GPS and camera of compatible devices. Although it is free-to-play, the game supports in-app purchases of additional gameplay items. An optional companion Bluetooth wearable device, the Pokémon GO Plus, is planned for future release, and it will alert users when Pokémon are nearby.2
In the last decade we have watched the birth of social media, and are continuing to watch it grow and mature. In times like these, where Trump and Clinton are in a tight race for the U.S. Presidency, The UK has just voted to leave the European Union after 23 years together, and we are facing something reminiscent of the civil rights movement with #BlackLivesMatter…there’s a lot to talk about. Opinions and commentary fly free on the internet and political opinions in particular are abundant. Networks like Twitter are so full of posts, following issues in real time, that it’s not uncommon to see something on Twitter before an official article is written about it. A lot of people find it annoying to open up their Facebook pages to find the opinions of their old high school acquaintance’s neighbour’s sister on their Newsfeed. Others love engaging in a good old fashioned political debate within the comments section of a post. Trump and Hillary themselves are tweeting their way to the White House, using it to stay relevant and connect with their audience. There’s no denying, our social media world is becoming more and more political whether we like it or not.
Marketing strategies have shifted, grown, and developed greatly over the course of history. From DeBeer’s age old “Diamonds are Forever” campaign in the early 1900’s and the Lucky Strike ads which had everyone picking up a bad habit in the 60’s, to the modern day “Just Do It” Slogan that defines Nike, we’ve seen a lot over the years. The channels of communication for marketers has changed over time as well. The game changed for marketers again and again, challenging them to come up with new and innovative ways to promote their products and services as the technologies and trends changed over time. In today’s world the internet reigns supreme, and marketers have quickly adopted web advertising as a part of any self-respecting ad campaign. Social Media is the most important aspect of this. A campaign that doesn’t have a #hashtag, YouTube video, or searchable Facebook content, may as well not exist at all. The companies that are realizing, embracing, and integrating social media into their campaigns are the ones who are seeing the most success. Many modern brands are doing a great job of combining social media with their marketing strategies, but one in particular really stands out.
DB Schenker supports industry and trade in the global exchange of goods: in land transport, worldwide air and ocean freight, contract logistics and supply chain management.1 Globally they employ over 66,000 employees at over 2000 locations. Their Canadian operations account for over 1600 employees at over 40 locations. Roughly 3 years ago, DB Schenker started to utilize social media as part of their marketing strategy.
To take a picture is to capture a moment in time. Each captured image has the potential to carry its own unique feeling through time, and bring you back with happiness and wonder to the origins of that moment.1 “I grew up around lenses, my dad worked in television and seeing life through a lens seemed more real to me” 2 says Paula Capella. Paula Capella Photography not only captures those precious moments, but uses social media to capture important information to help grow her small business.
Social Media has proven to be a great tool that companies can use to research their target market. Traditional market research can be expensive, but with social media companies can now reach out to a vast audience for feedback and opinions. The benefits of using social media to gather information include low/no cost, instant results, and simultaneously creating another channel of communication with customers that make them feel valued. One downside is of course the potential for customers to provide negative feedback on something as public as Twitter, Facebook, and other platforms, but negative feedback is still very valuable if not more valuable than the positive.
Organizations are always looking for new and innovative ways to reach out to consumers and drive loyalty. Social media is used for a lot of different things when it comes to business, from receiving customer feedback to advertising new products. Recently, companies have started to involve their customers in a very crucial part of their business, the product development and design of their products. Some companies are using social media platforms for the company’s advantage in order to enhance the development of the next great product, while making customers feel valued by listening to their opinions and ideas. In 2013, Tesco, a British multinational grocery and general merchandise retailer decided to do something different. This organization had an amazing initiative to get their whole social media following involved in the process of creating a new wine, mainly through Facebook.
Even though Ford has been around for over a century, it is still creating great content to engage present and possible future customers. It has been engaging with customers using a multi platform content strategy and creating authentic social interactions. There is a big difference between marketing and posting advertisements on social media, compared to engaging with the customers and using social media as a line of communication. After a closer look at Ford’s online social presence, it is clear they have it all figured out!
Today’s marketing landscape is ever changing, and with it, the way we engage with our customers. It is no longer about selling a service or a product; now it is all about the customer experience. Companies like T by Daniel, a Brampton based tea house, strive to provide a genuinely exceptional experience for each and every person they meet. Lovers of tea, fashion and especially people, Daniela and Renata Lewis had a vision to start something that could speak to all generations and could bring people together 1. It began when Daniel Lewis overcame a tragedy and used his new found passion for life to follow his dream with his loving wife by his side. “From the moment a person walks into our store, our immediate goal is to wow them” says Renata Lewis, co-founder. Their friendly staff focus on getting to know their customers, whether in person or online.
As we get closer to crowing another Stanley Cup Champion, take a look at some of the teams that have competed for the cup since 2006. Los Angeles, Tampa Bay, Anaheim, San Jose and Carolina. I would categorize those teams as non-traditional markets vs a traditional market such as Pittsburgh, Chicago or Toronto. So how does the NHL and markets such as Tampa Bay continue to be so successful on and off the ice and engage their fan base who would generally be watching baseball or sunning themselves on a sandy beach during the playoffs? Today’s fans are intelligent, mobile and closer to their favorite team and players, and this “closeness” or “engagement” is how the NHL has grown its fan base and continues to grow the game in non-traditional hockey markets.
Social media by its nature is about collaborating, networking, sharing and generating knowledge and content. It has transformed the way we interact with one another. According to a report by the Babson Survey Research Group and Pearson Learning Solutions, faculty members’ use of social media has been steadily increasing since the survey was first conducted in 2010. (Wired for teaching) Online learning has been popular for quite a long time, but the inclusion of social media is something that’s relatively new. Could social media play a more central role in education especially in online education in the future?
Social media has helped create a world of wants, image and envy. On Facebook, Instagram, Twitter etc.., over and over people are given channels to present themselves to the world, however they want. It’s contributed to a new phenomenon, coined ‘Facebook Depression’. It’s also given businesses a window to fuel that image obsessed mentality. As social media continues to adapt and advance, it also molds it audience. It can create a longing and desire that we didn’t have before, simply by being exposed to it, or by it being implied enough that it’s something we want. When individuals we look up to, or friends tell us how great something is, we are being both obviously and subliminally being impacted.
Social Media screening of candidates has become common practice in today’s fast passed recruiting process. Is it ethical, or does this behavior infringe on ones freedom of speech, and how efficient is it really?
At this point, many people are likely using Snapchat just for fun. Business Insider reported in Summer 2015 that nearly half of the app’s users were under the age of 24 years old (while only 19 percent of Twitter users, and 16 percent of Facebook’s are of the same age demographic). That’s huge! So Snapchat possesses a massive chunk of the 18 to 24 year old age group, and while right now, many of those people are using it to share videos of their dogs, clips from the big concert, or shots using the face swap lens…at some point one could see them wanting more.
Whether it has been with a talking chihuahua, or jamming Doritos into all parts of Tex-Mex fast food, Taco Bell has taken a thinking outside the box approach to marketing and advertising for years – long before social media was really a thing. Though, of course, they’d say they’re “thinking outside the bun.” Taco Bell thrives on the bizarre, the unconventional, and the uncommon. They’re all of these descriptions and more! – Wrapped in a Cool Ranch Doritos shell and smothered in sour cream, salsa and gooey, orange, plastic-y cheese. While marketing is a subject that is relatively difficult to go too crazy with, on the surface, Taco Bell manages to find a way to go against the grain here as well. While the 2015 Social Media Marketing Industry Report shows that many corporations have low interest in utilizing Snapchat in their marketing at this point, Taco Bell is embracing the platform and using it really effectively.
It’s safe to say that when German brothers Adolf and Rudolph Dassler first founded footwear and apparel giant PUMA in 1924 the world was a much different place. Computers, the Internet and social media were obviously not of concern whereas merely having reliable electricity to manufacture their shoes was. Fast-forward to nearly a century later and the game has changed in ways that would have once seemed unimaginable. In order to compete in today’s global marketplace companies need to have an online presence. While initially it may have been adequate to just have a corporate website, it is now becoming increasingly necessary for companies be active on social media. But merely participating in social media does not ensure success. Companies need to be analyzing their social media traffic and taking advantage of the insights that it can provide in order to ensure that their time and effort is providing them the optimal return on investment.
Through its innovative My Starbucks Idea, the company known for fresh roasted beverages, wholesome food on the go, and the decadent Iced Caramel Macchiato, is looking your way for their next great product idea.
Full disclosure: I’ve been a ‘BzzAgent’ for a number of months now. How did I find out about it? Someone else told me. In turn, I’ve told others and promoted the site to them. And that, is exactly what BzzAgent is trying to do. BzzAgent is part of dunnhumby, a customer science company that analyzes data and customer insight. According to dunnhumby they, “married science with the most expansive suite of consumer advocacy solutions on the planet to create the next generation of advocacy marketing – one created to build and sustain long-term brand growth. From insights and consumer generated content that optimise your product launch plan to widespread reviews that deliver on your brand promise to the authentic customer conversations across social media that drive product sales, you’ll feel the impact of these programs across your entire enterprise. BzzAgent’s Advocacy Suite is a blend of social and science you won’t find anywhere else – with results you won’t find anywhere else, either.” To the customer, they are marketed as a way to get freebies and sample new products that you can ‘brag’ about to your friends. There are twitter accounts and blogs devoted to ‘free stuff’ and giveaways and BzzAgent fits into that demographic perfectly.
I will admit that until very recently I was not familiar with the brand Chobani. You see, despite being the number one Greek yogurt in the United States, Chobani’s line of all-natural, non-GMO products aren’t currently available in Canada. However, when I started researching companies using social media as a means to engage their customers I kept seeing the Chobani name come up, so I decided to explore this brand and its strategy a little deeper. And now I’m thinking it might be time for a road trip south to see what all the fuss is about. Founded just over 10 years ago by Kurdish-American businessman Hamdi Ulukaya, Chobani has quickly risen to the forefront of the yogurt industry capitalizing on the market shift towards the creamier Greek-style of yogurt. In a 2013 interview Ulukaya stated that at the time of Chobani’s product launch in 2007 “Greek yogurt market share in the United States was less than 1 percent. And today it is almost 60 percent.” Becoming the top brand in that marketplace is quite the accomplishment, and proves that the company is doing something right not only with its product but its marketing strategy as well.
Transparency is a funny thing. To successfully engage customers, it’s an important subject for organizations in today’s marketplace. Yet, how does a company walk the line between reflecting an image of transparency, while still being able to function successfully without ‘giving it all away’? For the Baltimore Ravens, it’s an ability to appear transparent to the consumer, by appealing to the emotional side. Football teams can have the unique advantage of extremely passionate customers. Sure, it helps if the team performs better and the players are easily ‘marketable’ to the audience, but football is a game for passionate people, with strong feelings to their respective teams.
While engaging your audience is usually not a bad thing, giving up total control for one of your most prestigious annual events can be. Which is why the NBA is rethinking the process for how All-Star votes are cast.
Companies: Indigo, Facebook & Twitter Industry: Literature & Social Media Social Media, like technology, is changing constantly. If you go on a vacation for a week, it seems that your computer, TV, phone or any other personal device becomes obsolete. Social media is not much different. New channels are emerging all the time whether they are successful like Snapchat or… Read more »
Title of post: The future of social media and small non-profits like rare Organization: rare Charitable Research Reserve Industry: Non-profit, Environment Web references: Just Giving, The Guardian, Forbes, Internet.org, Matthew Walberto, Facebook, Twitter, raresites The framework of social media is constantly changing – this statement brings on an equal wave of excitement and panic for small non-profit organizations. With staff… Read more »