In today’s digital landscape, staying competitive is a constantly evolving battle. It doesn’t matter if you’re working in a B2C or B2B environment, competition is fierce! Keeping up with the latest trends and consumer preferences is a must. In 2014, social media in particular, is no longer a luxury - it’s a necessity. I’m passionate about delivering this need throughout our organization. If done correctly, it could be an amazing way to differentiate our brand among the rest. Social media has changed the way people communicate, connect, research purchases and build brand loyalty. The inflection point of growth we’ve seen in social media is so prolific that it’s changed the very fabric of culture, across nearly every continent. One would think this revolutionary adoption had run it’s course over decades. Not the case. If we look at the origin of social media, it only goes back to about 2002. And yes, I realize bulletin boards are somewhat social and date back even farther. But if you look at when the inflection point of growth grew in a more “public” or broader sense, it began withFriendster™. That’s only about a decade of time that has passed for social media to grow to where it is currently. Over time, MySpace™ de-throned Friendster™ and eventuallyFacebook™ ousted MySpace™. To this day, Facebook™ continues to maintain the lead with over 1.3 billion users and growing.¹ How many websites can tout an audience of that size? Given these consumer preference changes, it’s more critical than ever that brands embrace this shift in behavior or be left behind. So how does Avery Dennison® approach this challenge? We believe in providing our investors, customers, new talent and others information in the most transparent way possible. We do this by always approaching with transparency and an ethical mentality. The story we tell in social media largely centers around five key areas:
- Innovation- Focusing on product and how they solve problems that innovate and inspire our customers is a key focus. Recently, we had our Metria™ Informed Health sensor device showcased on Lifetime TV’sMission Makeover. This was just one of many advancements in technology that we are excited to bring to market. Learn more about Vancive® Medical Technology: news & events orproduct & solutions.
- Sustainability- Finding ways to reduce our carbon footprint and get closer to usage of more sustainable and renewable ingredients in our product is at the top of our priorities. This is a topic that you’ll find that we share consistently throughout the year. We’ve even found some friends along the way, like Rainforest Alliance and Sustainable Brands®, to help amplify the message and create sustainable momentum.
- Culture/Heritage- Avery Dennison® is a company that dates back to 1935. Not many brands can say that - and we’re proud of this history and legacy. On a regular basis we share our history by participating in Throwback Thursday. Follow us on Facebook to join in on the fun. If you’re not active on Facebook, we also have corporate accounts with Twitter , LinkedIn , Google+,Instagram and Sina Weibo.
- Careers/A World To Work With- We understand the value each individual brings to our organization, and we celebrate the good work of our talented team. In the dynamic, responsive world of Avery Dennison®, career development isn’t just a buzzword, it’s a way of life. We give the resources and opportunities to make the most of our talent and initiative. Whether you’re just beginning your professional path or are looking to take your career to a new level, we provide the support needed to realize professional goals. This element is so important to our overall story that we created separate social media profiles to talk about our careers. Thinking about a career change? Then we need to talk, careers-related social media channels can be found onFacebook™ or Twitter™. We’re constantly posting new career opportunities, find out if something catches your eye on our careers website.
- Social Responsibility- Our socially responsible actions run deep in our company. From promoting ethical business conduct and fair labor practicesto supporting employee development and community investment, Avery Dennison® has built a culture of integrity and purpose that unifies our employees around the world. This is a tactic we are very pleased to share with the world and the hope is that it becomes a viral phenomenon.
By focusing on innovation, sustainability, culture/heritage, careers and social responsibility we feel we can deliver a unique experience for those that want to learn about our business. With the recent launch of our company blog, we feel positioned to curate, create and deliver content that establishes another vehicle for the above strategy. It’s also a great outlet for spreading the things we value as an organization. By delivering the content in social media, a blog, etc. we are able to show our passion and how it lies within our ability to make the world a better place for us and future generations to come.
To learn more about Avery Dennison and our suite of products, click here. To see the company blog, click here.
¹ Statistic Brain (pulled March 19, 2014). Facebook Statistics.http://www.statisticbrain.com/facebook-statistics/
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