Survey 2016: How Does Your Company Use Social Media and Content?

Survey 2016: How Does Your Company Use Social Media and Content?

Fronetics is conducting a survey to determine how companies in the logistics and supply chain industries are using content and social media.

Have you ever wondered how your competitors, customers, and business partners are using modern marketing tools like social media? Are you curious how many companies like yours have a blog, how often they publish, and, more importantly, how many are generating new business from it?

Fronetics was curious about these questions and more. So we conducted our first industry-wide survey back in 2014 to learn how logistics and supply chain companies were using content and social media as part of their marketing programs.

The results were very telling. Though all reported leveraging these tools for only a short while, the majority had already seen a positive impact on their business. To read the full reports, click below.

Well, a lot has happened in two years. And, once again, Fronetics would like to take the temperature of the industry to see how the use of social media and content has changed (or stayed the same). So we are launching a new survey for individuals working in the logistics and supply chain industries to weigh in on how their companies are using these tools today.

Each survey takes about 3 minutes to complete. Results will be reported in aggregate, using no personal or company information from respondents. Those wishing to receive the completed report can indicate this preference during the survey.

Please click the buttons below to take our surveys. We look forward to hearing your responses!




Take the social media survey




Take the content survey





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Twitter Folds Vine, and More Social Media News for the Supply Chain

Twitter Folds Vine, and More Social Media News for the Supply Chain

Twitter will shut down its 6-second video platform; Facebook launches Recommendations feature; and more social media updates.

Twitter folds Vine

Twitter announced its plans to fold its video platform, Vine, in a Medium post on Thursday, October 27. The mobile app and website will not close immediately so that users can still access and download their Vines before they become unavailable.

The announcement follows news that Twitter would cut 9% of its workforce as it struggles to become profitable. Meanwhile, video platforms, like YouTube and Snapchat, and video capabilities on other social networks, like Instagram and Facebook, continue to soar in popularity. Read more

Facebook launches Recommendations feature and CTA buttons for local businesses

Facebook’s new Recommendations feature allows users to gather, map, and organize local business recommendations from their friends. You can pose a question, such as, “Where is the best place to buy paint?” and Facebook will auto-add extra information, like addresses and reviews, based on your friends’ responses.

Additionally, businesses can implement new call-to-action buttons to drive users to book an appointment, purchase tickets to an event, and more without ever leaving your business’ Facebook page. Read more

Facebook Live launches broadcasting tool for verified pages

Facebook Live’s new tool allows the administrators of verified pages schedule a live broadcast up to a week in advance, so that companies “can build anticipation and buzz” with their audiences. A page’s fans can wait in a virtual lobby as soon as three minutes prior to the launch of the broadcast.

As soon as a page schedules a broadcast, fans receive a notification in their newsfeeds and an option to schedule a reminder. Pages will receive a link to share or embed in websites, social media posts, and blogs. Read more

Simply Measured releases annual State of Social Marketing report

Social analytics company Simply Measured recently released its annual report regarding social media use by some of the biggest brands around the globe. The 2016 State of Social Marketing Report uncovered trends about a wide range of topics, but among the most interesting was the disconnect between how marketers are measuring social media success and what their leadership is asking for. Read more

More social media news and features to watch

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Infographic: Halloween 2016 for the Supply Chain

Infographic: Halloween 2016 for the Supply Chain

U.S. Consumers plan to spend a whopping $8.4 billion on costumes, candy, decorations, and more to celebrate Halloween 2016.

The National Retail Federation anticipates spending for Halloween 2016 will be at an all-time high.

The NRF’s annual survey found that 171 million Americans will celebrate the holiday, spending a total of $8.4 billion, the most reported in the survey’s 11-year history. Consumers plan to spend an average of $82.93 each, up from last year’s $74.34 per person spending.

As far as costumes go, NRF says to expect zombies, Minions, and characters from Star Wars and Disney’s Frozen to show up at your door. If you’re still looking for ideas yourself, try Pinterest, where 17% of consumers plan to get their inspiration for costumes this year.

Are you one of the 16% who will dress your pet up for Halloween? Take a note from last year’s top 5 pet costumes:

  1. Pumpkin
  2. Hot dog
  3. Batman character
  4. Devil
  5. Bumblebee

Check out our infographic of other interesting Halloween 2016 facts from the NRF’s survey of 6,791 consumers below.

Halloween 2016: A supply chain infographic

halloween 2016

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Here’s One Stereotype About Millennial Workers That Doesn’t Hold Up

Here’s One Stereotype About Millennial Workers That Doesn’t Hold Up

Millennials have a reputation for being lazy and feeling entitled — but what if we got it all wrong?

This guest post comes to us from Argentus Supply Chain Recruiting, a boutique recruitment firm specializing in Supply Chain Management and Procurement.

For the past few years, there’s been a glut of articles about the millennial generation in the workforce. These articles originally focused on how millennials’ perceived laziness and entitlement kept them from securing long-term employment. Coincidentally (or maybe not) these articles first started popping up around 2009-2010, when the great recession made for the toughest jobs climate in decades, especially for young people trying to find their first good jobs out of university — a difficult task for most grads even in a boom economy. Over time (as the economy improved and millennials’ ranks in the workforce began to swell), these millennial-focused articles shifted to discussions of what makes millennials “difficult” to work with. There are a few negative stereotypes that tended to come out of this analysis:

  • Millennials ask for raises and promotions constantly.
  • Millennials hop around from job to job with little loyalty to their employers.
  • Millennials always want to take more vacation time than their superiors.

Of course these stereotypes (like most stereotypes) don’t actually hold up to scrutiny. And in the past couple years it seems as if the business press has finally caught on to the fact that millennials are fitting in and thriving in working culture. Now, companies recognize that this generation offers unique advantages to employers. Millennial-focused analysis has shifted to talking about millennials’ good qualities, including being creative, highly proficient with technology, and excellent multi-taskers.

What millennials aren’t doing

What it comes down to is that companies are now fighting over millennial talent. They’re trying to do all they can to get the star performers to the table. On this topic, we read an interesting piece in the Toronto Star recently — just the latest in the long history of millennial thinkpieces — that bats down one of the nastiest stereotypes about millennial workers. It discusses how new research shows that millennials actually take less vacation than other employees, and tries to tease out the implications of how a seemingly-more “casual” working environment can lead to a chained-to-your-desk working culture.

Interesting stuff.

The article, titled “Millennials Can’t Afford to Keep Skipping Vacation,” discusses the phenomenon of millennial “work martyrs” — people who are afraid to take time off, even if that time off is paid vacation mandated by employment contracts. It cites research from the non-profit U.S. Travel Association that millennials take much, much less time off than stereotypes would dictate. (We should mention that, over the past 15 years, the use of paid vacation days has fallen off a cliff among a lot of different age groups). At Argentus, we try to stay abreast of whatever’s happening in the world of work, so it’s interesting to us think through issues like this.

So what are the implications of this trend?

The article echoes a lot of anxieties about 21st-century white-collar working culture more generally: that in our hyper-connected world, employees are expected to be always working, even when they’re not in the office. Companies reward people based on time commitment rather than productivity. Vacation time might be generously apportioned, or even unlimited, but workers don’t necessarily feel like they can take vacation. The Star article cites an interesting case: in 2015, Kickstarter began offering unlimited paid vacation, but the result was that actual time off taken went down. It appears that workers, especially millennials who are often working more junior, more precarious jobs, won’t take time off unless you tell them to.

Whether this plays out in every company, anxieties about these changes in the workplace are real: They illustrate the importance of work/life balance, which, despite being a buzzword, is also a real concept that pays dividends for employers. Employees who take vacations are not only happier, they’re more productive.

The solution? Maybe companies should start enforcing paid time off instead of rewarding workers who adopt a “work martyr” mentality.

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How Big Companies Use Big Data

How Big Companies Use Big Data

These industry leaders are leveraging insights from big data to solve business problems and drive profitable customer action.

Big data is more than just a buzzword: It’s helping companies make big-impact business decisions based on customer behaviors, purchasing patterns, and preferences.

Not all organizations have the resources to invest in big data. But for those that do, the payoff can big significant. The trick, of course, is knowing which numbers to analyze, what can be predicted, how to use big data for your particular business needs.

Let’s look at five big brands that are leveraging big data successfully to drive profitable customer action.

How 5 big brands use big data

1. Amazon

Amazon’s free same-day delivery service, Prime Now, allows Prime members to shop for over 25,000 products that can be delivered to their doorsteps within two hours. How can Amazon accurately predict the specific wants of millions of people across the country at a given time to prepare local inventory for immediate delivery? Aside from efficient warehousing and logistics, the company uses data on purchase history to optimally locate and stock its warehouses. This strategy also helps to reduce the time inventory stays in stock, diminishing working capital requirement.

2. Starbucks

Have you ever wondered how two neighborhood Starbucks locations can both stay in business? The company examines data on local traffic, demographics, and customers to determine the potential success of a new location before expanding. Starbucks can then choose to open a new store where it would be most successful, even if it’s just a few blocks from one of their other locations.

3. Walmart

In preparation for Hurricane Sandy, Walmart analyzed historical sales data before expected inclement weather and found an uptick in sales of flashlights, emergency equipment, and — to everyone’s surprise — strawberry Pop-Tarts in several locations. The company has since leveraged timely analysis of real-time data to drive business performance. As Walmart Senior Statistical Analyst Naveen Peddamail told Forbes: “If you can’t get insights until you’ve analysed your sales for a week or a month, then you’ve lost sales within that time. Our goal is always to get information to our business partners as fast as we can, so they can take action and cut down the turnaround time. It is proactive and reactive analytics.”

4. Rolls-Royce

Rolls-Royce has implemented big data processes in three key areas of their operations: design, manufacture, and after-sales support. Each design simulation for one of their jet engines, for example, generates tens of terabytes of data, which computer systems analyze to determine the viability of the design. The company’s manufacturing systems are increasingly moving toward a networked, Internet of Things (IoT) industrial environment. And after-sales support is completely changed by big-data analysis. Expert engineers continually examine real-time analysis from sensors fitted to all Rolls-Royce engines and propulsion systems to diagnose faults and mitigate issues.

5. Capital One

Big data helps Capital One determine the optimal times to send particular customers certain offers. The team analyzes demographic data and spending habits of their customers to optimize their offerings, which has increased conversion rates on their offers and generated more leads from their marketing budget.

How does your business use big data?

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What Is Native Advertising? An Intro for the Supply Chain

What Is Native Advertising? An Intro for the Supply Chain

Native advertising is the non-ad-like way to promote your business’ content to users who might be interested in it.

Is your business using native advertising to promote your content with a targeted audience? If not, you’re missing out on one of the biggest upcoming trends in content marketing.

So how can your business use this technique to promote your content and, ultimately, your products and services? Let’s take a look at the basics of native advertising.

What is native advertising?

Native advertising blurs the line between advertising and editorial content. It allows publishers (of content) to get their message to a targeted audience in a format the audience is already using. Think of sponsored updates on LinkedIn, which look just like regular posts, or when a radio DJ promotes a product within the regular broadcast.

Content Marketing Institute founder Joe Pulizzi defines native advertising with the following three qualities:

  1. “A Directly Paid Opportunity. I hate to bring out the obvious, but native advertising is ‘pay to play.’ If a brand or individual did not pay for the spot, it’s not native advertising.
  2. “Usually Content Based. The information is useful, interesting and highly targeted to the specific readership. So, in all likelihood, it’s not an advertisement promoting the company’s product or service directly.
  3. “Delivered In-Stream. To truly be a native ad, the user experience is not disrupted. The advertising is delivered in a way that does not impede the normal behavior of the user in that particular channel.”

Native advertising is not content marketing…

… But it can be an effective way to promote your content.

Remember, content may be king, but distribution is queen, and she wears the pants. That is to say: Publishing valuable and relevant content in a strategic and consistent manner will create demand for your products and services. But content doesn’t go far — actually it goes nowhere — without distribution.

Native advertising is a paid opportunity to distribute your content to more people. It can be more effective than non-native advertising, like banner ads or commercials, because it does not interrupt the user experience but rather complements it. It doesn’t feel like an ad, even though someone paid to have it appear on your screen.

Social media platforms are offering more and more opportunities for businesses to advertise this way through sponsored posts and updates. LinkedIn, Facebook, Instagram, Pinterest — you may have noticed that more and more posts from companies you don’t follow appear in your newsfeeds now. These platforms use proprietary algorithms to help businesses target users might be interested in the content they are promoting.

Here’s what a sponsored post on LinkedIn looks like, for example:

linkedin native advertising

The sponsored post from SendGrid looks just like the other posts in my feed. Another important thing: It’s totally relevant for the kind of content I consume. I might even ignore the comma splice and click on it to get the information about email marketing because that’s what I like to read about on LinkedIn.

Some native advertising facts

The use of native advertising is growing among businesses because it is proving to be so effective. Here are some facts that might interest you.

Doing it right

Because native advertising blurs the line between editorial and advertising, some advertisers have gotten in trouble for violating rules of compliance. In response, the FTC has come out with some official guidelines for native ads in order to prevent confusion and to protect consumers. If your business is launching a native advertising campaign, make sure that you are familiar with these rules and best practices.

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