Canadian businesses are notoriously slow when it comes to social media adoption. They usually wait until their U.S. counterparts have a proven record of success to start developing their online brands.
This does not mean that Canada does not have what it takes. Actually, the country has some rock star social brands. And the lessons you can learn from them are universal.
Here are three case studies for your perusal.
Frank & Oak
Launched in 2012, Frank & Oak is a luxury menswear retailer with stores in Montréal, Toronto, Halifax, Vancouver, Calgary, and Ottawa. The company has been successful for several reasons:
- a member-only strategy
- a new collection every month
- good customer care
- a carefully targeted social media strategy
Frank & Oak is not just present on major social platforms like Facebook, Twitter, Pinterest, and LinkedIn. It has also fully embraced the mobile experience and e-commerce with an app that gives customers access to exclusive offers and allows them to shop on the go.
That’s not all, though. The brand also publishes a free quarterly magazine and contributes regular content to its blog. You will find style tips and recommendations, how-to fashion demos, and interviews with bloggers.
Finally, there is the Hunt Club. Members of the free service can choose five items from the current collection, try them, and ship them back free of charge. And they don’t even need to buy anything.
Frank & Oak does not just sell clothes. It also sells a lifestyle, the kind digitally connected young male men aspire to. So, it means a shopping experience that is both personalized and affordable.
According to Digiday, the company has 1.1 million members and ships more than 35,000 orders every month. So, the strategy is clearly working!
- Do not aim to please everyone. Instead, focus on marketing personas to understand how you can build products that your customers really want.
- Ask for and listen to consumer feedback to improve the experience.
- Embrace personalization.
- Make sure your website and blog are fully optimized for mobile customers.
- Create and curate relevant, actionable, and entertaining content around your company’s journey and messages to build loyalty and advocacy.
- Be where your customers are but always bring them back to your digital hub.
Hudson’s Bay Company
The Hudson’s Bay Company is not just the oldest commercial brand in North America. It is also a brand that understands its purpose within the Canadian landscape.
As such, it does a very good job on social media. On Twitter, for example, you will find a blend of different posts: Canadian landscapes, historical “behind-the-scene” looks at the company, and products.
— Hudson’s Bay (@hudsonsbay) February 26, 2015
The Bay also has a branded hashtag. #stripespotting, which refers to the classic Hudson’s Bay strips, allows fans to share their love for the company via photos. The company has featured some of them on Pinterest and Instagram.
With more than 260,000 followers on Facebook, the Bay understands the importance of the platform for its customers. That is the reason why it has turned its page into a digital hub for the community. You can access all its other social media accounts from there.
The company is also taking advantage of the latest change in organic reach by posting its videos on the page. While they do not have hundreds of thousands of views, they still get a lot more views than on YouTube. The engagement is higher as a result.
- Create simple and relevant visual content to spread your messages – 65 percent of customers are visual learners
- Use a branded hashtag to make customer interactions easier
- Understand what social platform(s) matter the most to your community and build a seamless experience there
Mountain Equipment Co-op
When you hear the name Mountain Equipment Co-op (MEC), you probably think of nature and outdoor activities, right?
MEC is that and a lot more. With 14 stores in Canada, 1,500 employees, and millions of members, the company follows the co-operative business model with a focus on environmental sustainability.
MEC does not just use social media to promote its products. It is also committed to quality customer care on Facebook and Twitter. The social media team interacts frequently with members and customers.
The brand has a platform-specific approach, which means that you do not always get to see the same content everywhere. For example, Instagram features staff pictures and photos from members. YouTube has exclusive videos. And Facebook offers a mashup of photos, curated articles, and links to posts from the MEC blog.
There is also Flickr. MEC has created a group where members can submit their photos, videos, and screenshots for potential inclusion on the company’s website, as well as in stores, ads, and emails. If your content is selected, you get paid!
- Add Facebook and Twitter to your customer care strategy. Respond to comments in a timely fashion.
- Engage with your customers as often as possible. Mention people to increase the impact of the conversation.
- Master the specifics of each social network you use to deliver tailored content.
- Feature and / or reward your most supportive customers in unique ways.
According to you, what other Canadian brands rock social media?
This post was originally published on B2B News Network