With well-represented brands like Axe, Dove, and Ben and Jerry’s, each of which has a strong online following, Unilever has proven itself to be a social media veteran. With so many strong sub-brands residing under the Unilever umbrella, a certain level of consistency and organization is necessary to maintain order, eliminate waste, and create a cohesive vision. Unilever uses social media for a variety of purposes across the entire organization to support several important functions.
Toronto’s Furniture Bank is in the business of doing good. As a social enterprise dedicated to providing gently-used furniture to women, children, refugees, and those transitioning out of homelessness and poverty, Furniture Bank has grown steadily since its inception. Over time, it has rallied a series of sponsors, donors, social agencies, and other partners to provide thousands of families in need with dignified furniture in the Greater Toronto Area. And most of this has been accomplished through marketing and outreach strategies outside the realm of social media. But as more people turn to social media and online publishers for their news, and overall exposure to products, trends, and “ways of giving”, over the past year the organization has begun to weave social media into its overall marketing strategies, particularly by creating an online-only silent auction and ramping up its social posts to promote its annual fundraiser, the Chair Affair. The incredible impact of this small change (surpassing previous fundraising targets, growing followers, and increasing brand awareness by leaps and bounds online) has set a course for the organization to follow suit with a more dedicated online strategy. With its goals of growing the organization to a national level, and reaching record-breaking fundraising targets in order to serve the most families it can, it is clear that social media lends itself very well as a marketing tool, not only in relationship to its future events, but for the organization as a whole. Below: Executive Director Dan Kershaw discusses Furniture Bank’s mission and functions.
Blogger, Alice Katter, says it best, “We’re all guilty of it: Snapping a photo of that pizza or ice cream we couldn’t wait to dig into, and Instagramming it. Why? Because, we’re obsessed with #foodporn. We love seeing what others eats and showing off with our own dishes.” With the boom of social media, the food and restaurant industry has forever changed. In order for any business in the food industry to succeed, their engagement on social media is paramount. The industry which once relied heavily on word of mouth, has shifted to social media being the major influencer.
Data collection and artificial intelligence can be very disconcerting to social media users. Regardless of how consumers feel about the common availability of their personal information, it is often unavoidable when one chooses to participate in online activity. There are many well-know negative impacts of the publication of personal information; however, there is an almost endless list of positives available to consumers when their information is made available to technology. Google’s ability to reroute drivers proactively in the case of an upcoming incident helps drivers get from A to B as quickly as possible. how does it work? It relies on Google’s ability to monitor the location, speed, and direction of travel of almost all drivers, anywhere in North America, by tracking drivers’ cell phones in a passive, undetectable manor. This is a great example of how personal information being made public, and it’s combination with powerful artificial intelligence software networks, can provide major benefits to those who can tolerate the risk.
Without doubt, the future of social media is growing, influential and ever-powerful. As the digital divide shrinks worldwide, more and more people are joining the billions of conversations taking place in the realm of social media. Social media is the place to be. Whether you’re looking to keep in touch with friends, find the latest trends, or learn about what someone thinks, social media is where this is happening! The world of social media is highly influential. People are turning to social media to learn about and get information on important topics, such as healthcare. Traditionally, healthcare was something that people relied on healthcare professionals, such as doctors, to learn about. With the advent of the Internet, and more recently social media, people are using social media to learn about healthcare. Social media has evolved beyond a platform used to share pictures and connect with friends. Social media is now a powerful influencer for healthcare and medical advice.
Private and corporate business models have not ignored the wave of the future of marketing: social media. In theory, it is an ideal, magical marketing tool best used for garnering interest, building followers and customers, and monitoring the successes and failures of digital campaigns via an alarming amount of data. These functions continue to make social media central to the contemporary corporate marketing team. But what about the small business, the entrepreneur, or the industry of community services, charity, or social enterprise, where a multi-person marketing team is not in the cards? How might social media as a marketing tool aid a non-profit organization in reaching goals, building donors, and creating buzz with (sometimes) less resources? For the marketing team at Toronto’s Furniture Bank, social media is a key, cost-efficient, and effective tool in the promotion of the organization and meeting its ongoing goals of building brand awareness, growing donors, and strengthening relationships with its sponsors. (Below: A video giving a glimpse into Furniture Bank‘s daily operations, with a personal touch. The organization has used visual platforms like YouTube, Facebook, and Instagram in recent years to up its online content game, and give a more defined face to the brand, and how the Furniture Bank “machine” works.)
Glossier originally started off as a beauty blog in 2010 by Emily Weiss called “Into the Gloss”. The blog was drawing a huge audience and created a wonderful beauty community that was generally interested in what Weiss was discussing. The launch of this community became the perfect platform for the brand launch of Glossier. The company is currently only available online which allows the brand to only focus on digital and social channels. “This online following would then rave about her products either through their own blogs, or post photos on Instagram to their own followers. This was a perfect example of word of mouth beauty marketing in action on social media (Chong, N. (2017, June)”.
Building a business starts with a mission, an idea, a desire to bring a product or service to a wanting market. But what if you alone are the product, the marketer, the designer, and the administrator, a one-woman business band? How can you maximize your reach, market yourself, and cultivate your business in an effective, timely way? Luckily, social media platforms (Facebook, Instagram, Google analytics, Twitter) and their measurement systems have provided a relief in this entrepreneurial scenario, giving easy insights into potential target markets, post performance, reach, follower growth, and more. This technological milestone in marketing has allowed small business owners to reach a wider audience, gauge the success or failure of digital campaigns, and have a wide-angle view of potential consumers. The ease and availability of social metrics in these realms have also made it possible for individuals to pursue their areas of interest, making careers out of things they love to do. Nancy Silverman, a Toronto-based yoga instructor and Kombucha expert, did just that.
Worldwide, many people were shocked by the outcome of the U.S. presidential election of 2016. It’s been just over one full year since Trump’s electoral win and, although the race between Trump and Clinton was close, many of the electoral polls forecasted Clinton as the likely winner of the 2016 election (Perez, 2016). While the outcome of said election left many data scientists confused, many social media analytics firms are claiming that their measurements would have been a much better predictor (Perez, 2016).
Media. Monitoring. No one understands the utility of social media in the development of products better than than those in the thick of the media monitoring industry, the champions of multiple products which, like digital butterfly nets, capture curated data from the far corners of the online world, with the aims to organize, analyze, and report on that data in an impactful way. In effect, social media research in this industry IS the product. In Canada, a competitive set of top industry players, such as Cision Canada, have made the monitoring, organizing, and analysis of traditional and social data their full-time business by developing digital media monitoring/analysis platforms and bringing them to market. And, given the nearly daily shifts in digital technologies and modes of communication, pushing out new user-friendly, contemporary communications products for clients (mostly those in PR, marketing, advertising, and communications across an expansive list of industries), and meeting the demands of the market in a timely and effective way, are vital in staying relevant to the needs of the communications and PR professionals who’s primary need is to keep their fingers on the pulse.
Papa John’s Pizza has been using social media channels to help educate customers where products and ingredients are coming from, and creating time effective ordering options available on channels. Aside from social channels, the company has also used a collaborative technology solution to help support the efficiency of the supply chain. The company outsourced the supply chain needs to Manhattan Associates, a supply chain software company, to help create more time effective and cost saving inventory management. Eric Hartman, Senior Director of Logistics said, “Manhattan solutions allow us to manage inventory levels accurately, efficiently and more dynamically based on actual need—and that has resulted in our being able to reduce overall inventory levels (Manhattan, 2013)”. Using the collaborative software has also provided better solutions to inventory transportation. The software can optimize routes, improving on-time store deliveries, and the overall performance of their fleet (Trebilcock, B., 2014, October). Customer service relies on the speed of the supply chain to help get their products to customers in an effective way that will save time and money. “Implementation of Manhattan’s solutions has provided unprecedented visibility along with reduced expenses, improved efficiency and productivity in every part of the supply chain (Manhattan, 2013)”. Papa John’s wants to ensure that its “fast food” moves just as quickly throughout every level of the supply chain.
Are you on board with the food revolution? A growing awareness is spreading and the demand for plant based meal options is growing. Studies confirm the link between eating animals, especially processed meat, and the link to cancer and health conditions such as diabetes. Environmental impacts of a meat based diet have been demonstrated, and the ethics behind factory farming are being scrutinized. People are reading labels and choosing organic, non-GMO and local ingredients more often. Copper Branch, a quick serve plant based restaurant, is fulfilling the gap in the food industry and is well timed with this growing lifestyle to ride the wave of popularity and expand across Canada and internationally with their brand. Social media has played a major role in Copper Branch’s business development and continues to help them evolve and tailor menu items to their customers. Copper Branch opened its first location in Montreal Canada, and has since grown to twelve locations across Quebec and Ontario. By the end of 2017, fifteen locations will be in operation. The first launch outside of Canada will be in the city of Boston, USA. Copper Branch operates under the franchise model, for any curious investors who may be reading this. I was lucky enough to speak with Andrew Infantino, Director of Marketing, who has been with Copper Branch since the early planning stages. During the initial planning and research phase in developing the concept of Copper Branch, Andrew transitioned over to a vegetarian diet. He could no longer ignore the link to diet and health and he states he will never go back to his flesh eating ways. In his own words Andrew states: To work at Copper Branch it is not a requisite to be vegan per say, because again our mission is more health focused. But I’d say the majority of our team at the very least is very much inspired by the plant based movement and have incorporated a lot more into their diet or have even transitioned into a vegetarian or vegan diet… And so for myself. It has been a journey or stance that I have taken, have held and I think I will hold for the rest of my life. The founder of Copper Branch is Andrew’s father Rio Infantino. Rio has an extensive 22 year history of work in the fast food industry. He was a multi unit franchise owner before he liquidated… Read more »
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)”.
Social media (as its name suggests) seems to function best for customer engagement when companies bypass the impersonal and take the customer firmly by the (digital) hand. This courting is difficult to do, yet Lay’s Canada (a PepsiCo company), a brand which largely relies on *actual* consumer consumption of their products, recognized that giving the customer agency, or the feeling of ‘a say’ in the design or production of a product is a highly effective, person-to-person way of engaging consumers, relying on them to buy Lay’s products with the subtle feeling that they have had a personal investment or stake in the brand. As a marketing tool, this kind of consumer-business enmeshment is prime territory for social media, which functions largely (and hopefully successfully) as a means of engagement. By researching a consumer’s stake in the product offering, companies like Lay’s assess which viral topics or trends are meaningful to their customers, and follow suit with an effectively-designed interactive digital campaign to increase daily or ongoing engagement with the public. And the outcome of this kind of campaign can be unprecedented.
Were you aware that a small staff of six are working to save the lives of LGBTQI people all over the world? As the name Rainbow Railroad implies they work to discreetly move people out of dangerous circumstances into safe houses, and often on to a safe haven in a new country. Their name is intended to pay homage to the Underground Railroad that began in the 1780s. In April of this year, the abduction, detentions, torture and deaths of 200 plus LGBTQI Chechens were documented by the media. What you may not realize is that this is a global problem. Homosexuality is illegal in over 70 countries, several of which impose a death sentence. Living in a country where homosexuality has been decriminalized does not guarantee one’s safety. Rainbow Railroad has grown to a team of six employees (five in Canada, and one in the United States) and obtained charitable status in 2013. The inspiration to begin Rainbow Railroad came from a homeless Palestinian youth during World Pride in Tel Aviv in 2006. Supported by an active board of directors and countless volunteers, this organization has assisted more than 300 individuals to date.
While Wendy’s might normally be known for their famous sides – fries, chilli, baked potato, salad and the original frosty – their side of sassy social media responses brought them into 2017 as one of the hottest brands on Twitter. Earlier in the year, the fast food chain responded to media requests affirming that their social media accounts had not, in fact, been hacked. This after a series of responses coming from the official Wendy’s Twitter account to followers who engaged with the company on social media.
Welcoming employees into your digital content strategy isn’t always easy, especially if your company represents a niche product or service that might not lend itself to community-building on social channels. For Penguin | Random House Canada, however, demonstrating employee engagement appears easy enough. Like many successful shops, Penguin recognizes that the core of their business is a widely-celebrated object, for customers and staff alike: the book. Through its recent content strategy, followers have come to understand that Penguin employees are a fans as well.
Health Sciences North (HSN), a Northern Ontario hospital, is shining a light on the human side of healthcare as it reaching patients, hospital visitors, and the community at large. Located in Sudbury, Ontario, HSN has garnered Northern Ontario’s attention after the launch of their blog, Humans of HSN. Humans of HSN is an online blog modelled after the infamous Humans of New York, where pictures, videos and stories of HSN staff, volunteers and patients are shared. Each week, the blog features new stories of the many faces at HSN which are then shared across HSN’s social media networks. Doctors, nurses, and healthcare professionals alike are sharing details of their lives outside of their hospital life. Whether talking about their personal passions, such as curling, or a once-in-a-lifetime family trip, patients and visitors of the hospital are given the opportunity to see beyond the person treating them.
Sports brings people together. It moves and inspires people in ways that can sometimes be hard to explain. The sacrifice can never be put into words or understood unless you’ve personally gone through it yourself. But yet, regardless of your participation or not, sports can bring a nation together. It can bring us to our knees and can instil a sense of pride. The raw talent, incredible dedication and sheer passion of watching someone give it their all is a great indicator that sport is much more than the result at the end of a race or a game, it tells the story of the incredible team behind-the-scenes that helps a team or individual propel to greatness.
In this day and age, most people are glued to their mobile device and information gets thrown at us from left, right and centre. So when a brand is competing for attention, especially through social media, they need to be eye-catching, useful and trustworthy – and maybe a bit humorous.
It’s inevitable. The future of social media is going to be bigger and greater. I can’t say it is coming because it is already here, so if you are a business, company or person who isn’t signed up to one of the many social media platforms, you are already falling behind. So much happens on social media – the good, bad and ugly – but it is up to you on how you are going to use it and the contributions you are going to make to the greater conversations. People give social media a bad rap because there is a lot of negative that goes on with it, but truthfully, it’s how you interact with it, what you share, and who you interact with that makes the platform you choose really amazing. If you look for the bad, you’ll find it. If you look for the good, you’ll find it and hopefully be amazed at the power these channels have.
We all have a story to tell. It could be one of personal hope, sacrifice, mentorship or despair. Others could be told from numbers or raw data – the stuff that drives work and project results. As social media becomes a more popular medium of communication and an avenue for influence and story telling, it’s the metrics that tell a bigger story and help to validate the hard work of a communications department.
There is no better feeling than having your skin hydrated, cared for and clean while using products that support a value, cause or lifestyle you align yourself with – organic, natural, environmentally friendly, cruelty-free, ethically responsible, or all of the above.
Beep. Ding. Swoosh. Those are the sounds that fill our office spaces, coffee shops…or any place that has people for that matter. There is no denying we live in a world where most of us have our eyes buried in our phones, are constantly on the go and can admit that taking our phone to the bathroom has become normal practice – we don’t want to miss a thing! Because of this need to always be connected and have information right at our fingertips, customers have, now more than ever, a stronger, louder voice – and depending on who they are – a big influence. In an effort to keep customers happy or informed, quick response rates have skyrocketed and started to become a vital practice in social media management and an integral part of an overall social media customer service strategy. “In fact, 90% of people surveyed have used social in some way to communicate directly with a brand. What’s more, social surpasses phone and email as the first place most people turn when they have a problem or issue with a product or service.” – Sprout’s consumer survey, 2016. It may sound like a time-consuming task, but it shows customers that their inquiries are important and a company cares about what they have to say or share. Don’t say I didn’t warn you! Next, according to freelance writer and Business News Daily Contributor, Danielle Corcione, building real customer relationships, using a hashtag, focus on creating a customer advocate base, and creating an opportunity for referrals are four ways a business can use social media for customer service success. Obviously, the goal of a company should be to increase the bottom line, but it should not be the focus. Building a solid, loyal customer base that will continually come back (maybe even for generations), who will advocate for your product or service, and make them feel like they are part of a ‘brand family’ should be a close second goal. In my own experience, when I shared a post or tweet about my favourite product and tagged the company, and the company interacted with me, I was positively impacted and now inclined to go back or share their information on my social media channels. I felt heard and like I had some influence.
Social Media influencer, Lori Ruff (@loriruff), once said “Social media is here. It’s not going away; not a passing fad. Be where your customers are: in social media.” She couldn’t be more correct. Social Media is everywhere. Successful companies know this. Successful companies are using social media to communicate with their customers, to engage employees, to research and develop products and services, as well as to market those products and services. Tripcentral.ca is one company that knows the value of social media and is using it to the fullest extent. Tripcentral.ca started as a one store operation in Hamilton, Ontario back in 1989. It has grown to be an industry leader for online and storefront travel purchases, employing over 120 people with agents in 26 locations across Central and Eastern Canada. They use social media to interact with their customers via Twitter, Pinterest, Instagram, and Facebook. They are the only major travel agency to leave their Facebook reviews open for public comment, with a 4.8 star approval rating and a social media staff who immediately respond to any negative comments. This feedback helps to retain customers as well as acquire new ones. Getting their customers involved also helps to generate sales by building a bond with the company itself.