Today people use social media to interact with one another regardless of geographic boundaries, easily sharing information, discussing common interest, collaborating on ideas, and building a network of relationships. Consumer are also using their social networks to seek advice, discuss and offer recommendations on products and services. Companies who are engaging in social media strategies aimed at facilitating engagement and two-way conversations (crowdsourcing) with customers provide insight that can and does impact product design, development and even the production of goods and services. This ability to gain product feedback in a relatively inexpensive way is quickly becoming one of social media’s biggest benefits. Monitoring social networks is a good first step to using social media in product development. Product designers and managers can not only learn what customers like an don’t like about their products but can also get ideas on improvements as well as what new features and functions might appeal to consumers in the future. A company that is not only using the wisdom of social listening for product development but was also built on crowdsourcing is Sundial Brands. Sundial Brands learned early on that listening and acting upon what was said was one of the clearest ways to show that the brand cared. The Sundial Brand Story Born in Liberia, Sundial Brands CEO Richelieu Dennis came to the United States to attend renowned business school Babson College. Driven by his passion for entrepreneurship and sustained by a vision to fill unmet consumer needs, Richelieu partnered with his best friend and college roommate, Nyema Tubman, to pursue a bold concept: address skin and hair care issues traditionally ignored by mass market companies. Drawing from deep traditions born out of his family’s roots in Africa and passed down to him from his grandmother, Richelieu incorporated four generations of recipes, wisdom and cultural experiences into natural bath and body care products, co-founding Sundial with his mother – Mary Dennis – and Nyema. Sundial remains true to the deep family legacy and inspiration of Richelieu’s grandmother, Sofi Tucker. Building upon her foundation, Sundial’s products are inclusive, serving all people to address underserved issues such as hyperpigmentation, dark spots and the special needs of textured hair, as well as consumer demands for efficacious natural products.
After being listed as number five on Fast Company’s Most innovated social media company of 2017, Taco Bell is making a way for itself by focusing on the customers for product development and research. To reach customers in a more personal sense, Taco Bell has been using social media platforms such as Twitter and Instagram to review customers complaints, ideas, and creativity. “Instead of sitting behind glass and listening to a focus group, we now have access to 20 million consumers and can be inspired by them and connect with them and have real relationships with them (Lacy, L. (2016, November)”.
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.
Climate change is one of the hottest topics in the news these days (no pun intended); and it is wreaking havoc on our oceans. They are now in a state of peril, from issues such as rising ocean temperatures and ocean acidification, leading to massive concerns like coral bleaching and massive marine life die off. Scientists are working to gain an understanding of what is happening in our oceans; the shoreline presents itself as one challenging zone to gather information on. “Researchers and scientists have been scrambling to obtain baseline information about changing ocean chemistry for the past several years, but collecting data in a nearshore environment like the surf zone with high-energy dynamics is not easy.” (Surfrider) “Science knows alot about the deep ocean, but the coast is a different story. Getting data in this surf zone is tough. Researchers call it a hostile environment, where sensors get tossed by crashing waves and buried in ever shifting sands.” (Today, 2016) Fast forward to today – three years and 30 scientists later … we have the Smartfin.
Need for Development in the Cosmetic World A commonly shared fear held by most makeup enthusiast is having mismatched foundation, especially for people with skin that falls outside of the centre of the colour spectrum. People have different skin colours, textures, undertones and preferences as to how they want to wear their foundation. The variation of skin makes it increasingly difficult for brands to come out with products that could please the masses. According to one of the creators of MatchCo, “94 percent of women struggle to find a precise shade.” Point being, foundation matching is frustrating. Some experts have seen a shift in preference, as there is an increasing demand for more product information and a more customizable approach to foundation. For many people, a product that is sold on the counter just meet their expectations and usually a more accurate match of foundation is sought out. Besides the match itself, there is a charm to the idea of having a custom product unique to you. For foundation, it all comes down to how accurate the shade matching is. Product Development & Design MatchCo is a simple application that would allow you to find a perfect match within seconds, no makeup artists, human interaction, and no mismatched foundation. An invention that would enable you to find a foundation that fits you. Digital is driving beauty brands to get more personal than ever before, and that is exactly what the makers of MatchCo hatched with the help of personalization and technology experts, David Gross and Andy Howell, who have created a wide range of custom product programs for some of the world’s top brands. The rapid pace at which innovation in algorithms and colour matching technologies is taking place could be the key to making these services more accessible. The only drawback of the product is that there is only one patent formula that accommodates for individuals who are looking for a medium to light coverage. According to the creators of MatchCo, they were deliberate about creating one formula to master the perfect blend before entering the colour cosmetics arena.
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.
WebiMax is an internet marketing company that was founded in 2008 by Ken Wisnefski. According to Wisnefski, the company was founded on the principle of providing a service that would actually help clients succeed “by working with them more as a strategic partner than merely an outsourced vendor.” WebiMax boasts that since its founding in 2008, the company continues to evolve as the internet marketing industry evolves. The company claims to have the largest number of internet marketing professionals in the US, with over 100 marketing specialists on their team to help their clients reach their organizational goals. The company provides a wide range of services to their clients such as: Search Engine Optimization Search Engine Marketing Web Design Social Media Marketing Reputation Management Conversion Optimization PR Marketing Lead Generation E-mail Marketing E-Commerce Solutions Mobile Websites Link Removal Services
The Canada Science and Technology Museum opened in 1967 as part of Canada’s Centennial celebrations. The idea for the Canada Science and Technology Museum was born out of the Massey Commission. In 1951, the report recommended that the Canadian Government do more to support the arts and sciences in Canada; further emphasizing the need for a Canadian Museum of Science. Between the time the Massey Report was issued and Canada’s Centennial year, many proposals were submitted for this new national institution of science; many of which were costly in a very uncertain funding environment. Finally, at the beginning of 1967, Dr. David Baird was appointed as Director for this proposed national museum; set to open at the end of the Centennial year. Due to time constraints and funding uncertainty, Baird decided to house the Canada Science and Technology Museum in a former bakery and distribution centre in Ottawa. The bakery was meant to temporarily house the Museum; however it remained in the same location until 2014 when it was forced to close due to the discovery of mould. As unfortunate as this reality was for the museum, it finally received the funding it initially deserved. The Canada Science and Technology Museum’s facility will be renewed to ensure the continued education of ‘Canadian innovation and to inspire the next generation of great innovators’, as stated in their mission. The renewed Canada Science and Technology museum is slated to open in November of 2017; and appropriately so, as it is Canada’s Sesquicentennial year!
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.
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.
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.”
Eight years ago, Brian’s Custom Sports occupied a vastly different space than the one they currently hold. A hockey goalie equipment manufacturer, Brian’s was known as a custom graphic company. They made high end equipment, but customers were drawn to the custom designs they could put on the pads, rather than the specifications of the gear itself. Brian’s changed the game in 2008 when they did something no other company was doing at the time, they created a Facebook page. The introduction of this page not only gave the company a massive new following, but also started them down the path of becoming the leader in technological innovation. Brian’s used there social media reach to innovate products for the high and low end markets.
When it comes to social media, most of the time it is the IT and retail companies actively engage with their employees and customers through digital channel. Unlike many traditional manufacturing companies who struggle with effective social media communication, Cummins, a Fortune 500 tech giant, knows how to make the most of social media to engage with its employees.
Going to the dentist for most of us can be a stressful visit and many patients suffer from anxiety before going to the dentist. At a visit to Gardner Dental Group (Burlington, Ontario) they do their best to make the patient visit a relaxing and enjoyable experience. From the moment you step into their office you are greeted with a friendly smile in a modern environment. You have the choice of three waiting areas; a quiet reading room, a TV room or an arcade room that actually includes retro video games! This made me think …the patients are likely at peace in this setting…but how does the practice maintain the morale and engagement of the employees?
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
Global companies are continuously communicating and collaborating with a broad community of people.1 Social media can help bridge the communication gap and help collaborate information more effectively and more efficiently. Eyewear By Olga is a luxury eyewear retailer carrying top crafted frames from around the world. It is located in the heart of Mississauga, in Port Credit. Olga Trentin, Owner of Eyewear by Olga utilizes social media in every aspect of her business, whether it is for her retail store or online boutique. “Social media has definitely helped my business, from visibility to purchasing to inventory management.” says Olga Trentin.
Amazon is a corporate behemoth that dominates e-commerce and e-fulfillment. What started out as an online bookstore is now a complex online ecosystem that involves thousands of moving parts, including employees, suppliers, and shippers. As Amazon expands and grows, the need to innovate and streamline their supply chain becomes paramount. One of the ways that Amazon innovates their supply chain management is via technology like mobile apps and social media. Their increasingly automated systems alleviate costs, and improve overall speed and productivity.
Social front end product development is a concept that is gaining traction in the business world. Why? Because it yields off the charts results! Front-end product development involves using social media to gain valuable insights on what customers want. But, it’s not just about social listening, it’s about engaging clients directly in the creation and development of a product or service.
When it comes to purchasing makeup products today, the first company that typically comes to mind – and even conversation – is Sephora. Approach most women and men who have carefully applied a swipe of indigo eyeliner or a dusting of rose-gold eyeshadow where they bought the product from, and you’ll almost always hear, “Sephora!” In a world that is so obssessed with image and beauty, Sephora continues to build their customer relationship based on a simple ideology – understanding customer wants and needs, and connecting that customer with the right product.
When someone says the words “social media” often the first thing that comes to mind are sites like Facebook, Twitter or Instagram. While these social networking services are definitely an extremely popular— and important—part of social media, the true definition of encompasses much more than just social networking. “Social Media is the future of communication, a countless array of internet based tools and platforms that increase and enhance the sharing of information.“ – SocialMediaDefined.com It is undeniable then that as social media continues to grow and adapt, it increasingly presents new opportunities for businesses to engage with their customers. Companies are always looking for new ways to market their products and sometimes the opportunity exists to reach to consumers in a way that puts them in control of the interaction.
Everyday there are creative people all over the world working towards building new futuristic inventions and making advances in the world of technology. This week I will be exploring the Future of Social Media and its relation to these new inventions. There are many different directions to go in, when talking about a topic like this, so I will try to give you as much useful content as I can. What do you think of when I say the words the evolution of social media? And more importantly what does the future hold for us with its use? With social platforms at our disposal, company’s are changing the way they conduct business, thus impacting the way society functions. Social Media is being used as a tool to aid in every aspect of the business chain yet one area that still hasn’t made much headway are the CEO’s of today and how they are using Social Media to interact with their customers. I will also share with you some insight about amazing advancements in the digital world and end with a brief discussion on the importance of providing true content when putting out posts.
The beauty industry is a multi-billion dollar market and social media is becoming a beauty battleground as companies compete for their share of the pie. Companies are constantly looking for new ways to engage their customers, build brand loyalty and of course increase sales through their social media efforts. With a number of major players in the industry thriving in the social media landscape, beauty companies constantly have to come up with new and innovative ways to garner the attention of their sometimes fickle target market. One company that has been very successful in accomplishing just that is L’Oréal. Not only has L’Oréal amassed an impressive base of followers on their social media accounts but they have also been praised for their innovative campaigns that continue to raise the bar for competitors and inspire companies in other industries as well. “Globally, L’Oréal has an objective of building 100% love for our brands, and social media is crucial to driving engagement and affinity for the brands that sit under the broader L’Oréal group banner.” – Emma Williamson, Manager, Consumer Affairs and Social Media ANZ The following video provides a quick look who L’Oréal is and at some of their social media successes to date.
How the Communitech incubator in Waterloo ON, is leveraging social media to market its services to Silicon Valley North start-ups in need of just the right guidance to get their big idea off the ground.