Assignment 1; Blog#4 B2C Case Study

Assignment 1; Blog#4 B2C Case Study

From B To Shining C

Bee flying to Sea (B2C)


An explosion of fashion and a phenomenal number of social media, dazzling advertisements, movies, tips, trips, cultural promotion, and an array of entry points inclusive of customer service, store locations, and environmental responsibility. This fashion giant, H&M, seems to have the glimmering photographs, splendid navigation, and discounts where appropriate. Nonetheless, there is lacking when compared to some competitors and oddly it is right at the Business to Customer (B2C) level despite all the glory and fireworks when attending their website and social media. Customer engagement is imperative.

brunette woman, sitting, holding credit card in air while looking at laptop to purchase
Customer engaging for online purchase

Customer Engagement

H&M do a phenomenal job at consumer engagement. At every turn on social media there is a cornucopia of delightful models, blouses, pants, shirts, shoes, men, women, children, exotic travel scenes and the like. They are colourful, fashionable, light, heavy, seasonable, and they know their accessories. However, they are not approachable due to some issues that become obvious and their respective use of social media is more for product promotion than customer engagement.

a computer screen or smartphone screen with a myriad of social media applications
Social Media Apps

Social Media and H&M

H&M uses a bounty of social media. They employ YouTube extremely well. It encourages viewership by the breadth of topics of fashionable concern. Beauty, swimwear, makeup, designers, back to school matters and travel. There is little interaction by consumers and each video seems to be well scripted and uses models. Thus far, there is a perception that no consumers are interviewed about the product at hand. Very professional, but not customer interactive.

Facebook is well utilized for promotion, but any customer complaint is dismissive and relegated in the language used. Instagram, though colourful and robust, again, has no customer pictures, nor community. Their “Your Stories” is a ruse by nature of every Instagram photo is a given reflection of a fit model without blemish or overweight persons as reflected in the real world.

Twitter reflects the above. It is an ad nauseam of advertisements and a few seemingly directed comments by alleged consumers.  On two social media sights, the Community pages read as “Sorry, this content isn’t available right now”. They also use a magazine format for a blog, but purely for advertising. Where is the communication?

man in brown jacket apparently screaming into the receiver of a telephone which is several inches away from his face. Glasses posed on the white desk
What we have here is a failure to communicate

There is little to no customer communicative interaction. There seems to be no real back and forth as is indicative in B2C. It must affect sales as “social Media is not a one-way street and it requires you to listen and interact (Ryan, 2019).

Nordstrom is an excellent model to follow. Through all their social media there are appropriate and well worded responses to customers and effective email marketing that ensues. They deal with customers diplomatically, make appropriate referrals and point them to an array of clubs and discount points where needed. A good blog is in place to facilitate changes in customer and fashion activity (King, 2015).


Barker, Shane, The Most Effective B2C Social Media Marketing Channels to Grow Your Business, Media, Jul 25, 2018,

Coca-Cola | Facebook. (n.d.). Retrieved February 15, 2017, from

Creative Commons Photos:

“at sea” by tamaki is licensed under CC BY-NC-ND 2.0

“Bee visiting for a breakfast” by Theo Lagendijk is licensed under CC BY-NC-SA 2.0

Dalenberg, Alex Inside Tucson Business, TucsonLikes seeks to corral social media for businesses,JUNE 8. 2012, Wick Communications

De Pelsmacker, Patrick, Geuens, Joeri, Van den Bergh, Maggie,   MARKETING COMMUNICATIONS Fifth Edition, Maggie Geuens Joeri Van den Bergh, © Pearson Education Limited 2001, 2004, 2007, 2010 , Edinburgh Gate, Harlow CM20 2JE, United Kingdom


Harris, Jess, Sales & Service Excellence Essentials, 7 Best Marketing Tools For Small Businesses, How technology can help you increase customer base, Inc., 2016

King, Kim Ann, The Complete Guide to B2B Marketing New Tactics, Tools, and Techniques to Compete in the Digital Economy, © 2015 by Kim Ann King Published by Pearson Education, Inc. Upper Saddle River, New Jersey 07458

NAC Podcasts. (n.d.). Retrieved February 15, 2017, from

Perry, Patsy,   The environmental costs of fast fashion; Water pollution, toxic chemical use and textile waste: fast fashion comes at a huge cost to the environment, , Independent,  8 January 2018,



Ryan, J., Digital Communication, Lesson 4: Choosing the Correct Storytelling Tools for Your Audience, Lesson Content, Readings, Lesson Notes, B2B vs B2C vs B2G, Algonquin College, 2019

Scollon, Ron, and Wong, Suzanne, LANGUAGE IN SOCIETY 21, Intercultural Communication, A Discourse Approach Second Edition, Chapters 2. Language and Social Networks (second edition)Lesley Milroy, 17. The Language of the News Media, Allan Bell, 2001, Second edition published Blackwell Publishers Inc., 350 Main Street, Malden, Massachusetts 02148, USA

Sibley, A. (n.d.). 10 Things That Take a Webinar From Good to Great. Retrieved February 15, 2017, from

Wang, Cheng Lu, Exploring the Rise of Fandom in Contemporary Consumer Culture, University of New Haven, USA, Chapter 8, Charging Fandom in the Digital Age: The Rise of Social Media p. 147 Shuojia Guo, College of Staten Island, USA, Chapter 9,Diversity of Fans on Social Media: The Case of Entertainment Celebrity in China p.163Xinming Jia, Zhejiang International Studies University, China, Kineta Hung, Hong Kong Baptist University, Hong Kong, Ke Zhang, Hong Kong Baptist University, Hong Kon, Copyright © 2018 by IGI Global

Wilson II, Clint C., Gutiérrez, Félix F, Chao, Lena M, Racism, Sexism and the Media, 4th Edition, 2013, SAGE Publications, Inc., 2455 Teller Road, Thousand Oaks, California 91320

Yates, S. (n.d.). 13 B2B Newsletters That Really Shine. Retrieved February 15, 2017, from

COM0014 – Blog #4: Fenty Beauty Kit

Fenty Beauty is as huge as Kim Kardashian’s butt. It’s in every Sephora and their wide range of complexions is very inclusive and warming to everyone.

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Photo by Anderson Guerra on

Fenty beauty’s approach is very friendly online. They retweet photos of looks with their makeup being used in, they get on the trends with current memes and even current TV shows like Game of Thrones.

They encourage interaction by having call to actions on almost every tweet, facebook post, etc. Their instagram is shop-able from the Instagram app so they make it accessible to buy products if you can’t get to a store.

They want you to get their product, but they are going about it in a friendly way, making you feel like they care about you. And they do, to an extent. They want customers to come back, show what they have done with their products, and to expand their customer base by word of mouth.

“What is on your lips? Love the colour!”

“Fenty Beauty lip gloss”

A company that goes by word of mouth can go so far, fenty beauty a makeup company can go even farther because of how they started their brand with a full line of inclusivity shades/colours for foundations. They added more products over time, they made it a huge announcement to have that many shades within a certain product.

I will say Fenty beauty is doing it very well. They have a huge following online and in the stores for all their products. Their photos, words, posts are all on brand for them. They have a unique voice and it is being perceived very well.

Their inclusive line is empowering to women, do you feel empowered when you wear makeup?

COMM0014- Blog Post #4- Aerie Real

When I was younger I always wanted to fit in with the cool kids. Unfortunately due to my heritage, I am on the shorter side. Meaning as a fifth grader I still fit into clothes from the Gap Kids section. As all my friends shopped at teen stores such as American Eagle and Garage, I sat back and watched. So once I grew a few inches, you bet the first place on my shopping list was American Eagle. Over time I became a loyal customer and was intrigued when the store announced their sister shop.
Aerie- a lingerie and lifestyle shop- opened in the late 2000’s and was an instant success. They sell a variety of clothing options for women of all sizes. Their stock includes, bras, bralettes, leggings, loungewear, sweaters, swimwear and bodysuits. The brands message of body positivity makes the brand’s B2C relations extremely successful. 
Aerie’s main marketing strategy is to promote body positivity and bring in sales. This demonstrated through various marketing and media promotions. Their mission statement promotes uplifting women through inclusive sizing, and model representation. The company’s social media presence is lighthearted and targeted towards young adults. They capture online attention through ‘click to purchase‘ and ‘swipe up to browse’ links. Aerie also is active on Instagram, frequently engaging with their online audience. The “AerieReal” hashtag promotes women to share unedited photos of themselves. Women also leave positive comments on sticky notes surrounding the dressing room mirror. This continuous branding has proven Aerie much success.  According to a survey conducted by Piper Jaffray “The brand is currently the second most popular clothing brand for teens” (Business Insider 1). The survey observed 8600 teenagers to analyze their spending habits. This analytic information is crucial as their target demographic can be identified as the rapidly expanding millennial population.
The problem with the Aerie campaign is that it is too pushy before, after and during the B2C interaction. Aerie is the sister brand of business conglomerate American Eagle Outfitters. Make no mistake that the pop up “Asking if it’s okay to use cookies?” is serious business for the brand. By accepting the terms of this annoyance, the company is able to further track your online spending habits. For example if searching for a summer dress, and browsing through 4-5 options, cookies saves the data entries for the website. As such, Aerie  is able to track which items perform better, head from browse to cart and more. From this my email inbox and facebook recommended ads are always items I’ve previously seen. This often entices the user to go back and reassess the item. Although it’s a great marketing ploy, I am do not want to be a returning customer even though the product is fantastic!
Hanbury, M. (2017, October 11). These are the 10 clothing brands teens are obsessed with right now | Markets Insider. Retrieved June 06, 2019, from

AEO Reports Record Fourth Quarter and Annual Revenue; Fourth Quarter EPS of $0.43; Annual EPS of $1.47 30%. (n.d.). Retrieved March 12, 2019, from



COM0014 – Blog Post #4 – Sephora has it!

Picture by Murdock2013 |

I have to say I love how Sephora does business. They have the Business to Consumer model wrapped up in a nice bow. I am not one to spend oodles of money on cosmetics, but I will spend on something that lives up to the name. Sephora’s current social media slogan, Let’s Beauty Together has had great success. It is an amazing business model. This article by Forbes explains how they are changing their social media strategies. Sephora has adopted a two-way communication with their consumers. This allows the consumer a voice like never before. It is increasing their customer loyalty in a huge way.

When you log onto Sephora’s website, the first thing they do is ask you to fill out a profile on their Beauty Insider. They then tailor their products for you. You are not bombarded with product information you don’t want. Once you do this, they send you email updates with products that may interest you. Sephora is all about pleasing their customers. You can walk in the store at any time and walk out with a bunch of samples without paying for anything. Their products sell themselves because you can try before you buy.

Check out this article, How to get the Most Out of your Sephora Experience: By a Sephora Employee. It has everything you need to get the most out of Sephora. It shows exactly how much Sephora is in this business to please the customer. This company has the Business to Consumer model down to an art. I recently had a great experience with the company. I didn’t pick up my birthday package, however my daughter mentioned it had a good moisturizer in it. I went to the store a month after my birthday and asked about the product. It was an $85 bottle of moisturizer. They gave me the free mini sample to try before making the decision to buy the full product. No questions asked. That is excellent customer service.

Sephora is active on many social media sights: Twitter, Facebook, Instagram, Pinterest, LinkedIn. Sephora uses social media to connect with their customers. It helps to maintain a good relationship with them. Sephora recently started an e-gift card campaign. It allows them to reward loyal customers with e-gift cards through their social media applications. See the details here. Sephora has maximized their social media engagement. They now make it easier for the consumer to share their experiences in real time. They can immediately fix any issues they might have.

What about you? Do you have any experiences with Sephora that you want to share?


COM114: Blog # 4(Assignment 1) – Starbucks On Social Media!

Engagement of Strategy

 Starbucks has serval strategies that bring more customers to drinking coffee. The ways that Starbucks positions strategy on social media is by making sure that they are at the right and convenient location for their target audiences. The second strategy would be creating new tasty drinks to post on each and every social media to engage with other audiences just by having different choices of choosing a drink/coffee. There profit-driven strategy which would mean that each post they do on social media the company evaluates it’s a success at price management by it’s earning relatives into alternative investments.

Image result for starbucks

The Style

Starbucks has different styles within promoting there won business. 1) Creating an advertisement for the new drink with colors, big text and the price of the drink. 2) The most social media that they post would some special deal within those drinks to make the audiences much bigger. 3) Twitter and Facebook are the two most popular places where Starbucks promotes there drinks.

Image result for starbucks the style promote on Facebook

The Audiences

At any Starbuck location and on social media the audiences are huge. For example, near Walmart, there is a Starbuck right next to it so you will always see a huge line cause it’s very well known. In social media 1) Facebook and Twitter(these two are the most common ones), 2) Youtube(Making a video of someone drinking coffee at the library), 3) Instagram(This one is new to the company because they are still developing new ways of how to promote the coffee).

Related image

The Voices

   A lot of Starbucks companies promote their drinks by reaching out in the world and telling everyone about the new coffee. For example, promoting it on TV ads which makes the viewer think to buy the same drink. Or a friend of yours saw it on Facebook about the new drink and wants to try it with you. Sometimes you will see it on those banners while driving.


May 2016, Rachel Madigan. “How Starbucks are killing it on social media”.

COM0014- Blog #3 – Who is my Audience?

belleGif courtesy of

I am a Young Adult fantasy writer. What exactly does that mean? Rachel Scheller, from Readers Digest, wrote this amazing article. It outlines what it means to write for a Young Adult audience. She says, “There is something crucial that I want you to remember about YA, and that’s the all consuming nature of being a teenager. It’s that sense of possibility.”

I write fantasy stories with fantasy elements that also contain a teenage protagonist.  My stories all contain witches, ghosts, demons, and any other magical type elements. It would make sense then, that my target audience are readers between the ages of 12-18. Young people, who enjoy fantasy and paranormal fiction. Publishers Weekly identifies in this article,  that more than half of the readers of YA, are adults. The largest segment is between 30-44 years old. That is important to keep in mind when targeting my audience. I also read YA, and not because I write in that category. I love the Divergent series by Veronica Roth, and the Hunger Games by Suzanne Collins, to name a few of my favorites.

So how do I reach such a diverse group of readers? The most obvious place is social media. Teens and Young Adults are following SnapChat, Instagram, and YouTube. Adults use Facebook and twitter. My biggest networking group would be bloggers who read/review Young Adult Fantasy. The followers of these blogs are also reading the books that they are all discussing. This seems like a great place to start. These bloggers also reach out to their reader’s social media sights. Sounds like a win-win to me.

As sited in the lesson plan, there are other methods for reaching the target audience group. Apps like Google trends, Facebook groups and pages are available with ease. These all help identify what my readers are looking for when searching for a book. I randomly typed into google, “What do young adults want to read now?” Cyndy Etler wrote the first article that came up.  She is an English teacher who writes about what she learns from her own teenage students. They tell her what they want to read. It doesn’t get any clearer than that!

So what about you? What do you like to read? Any interest in Young Adult?

COM0014 – Blog #3: Audiences

As a YouTuber, a beauty guru of all I have always thought I have known my audience. But boy was I wrong, but also right in some aspects…let’s just say things change over time.

apple blur business communication

Photo by Pixabay on

As I read the lesson for week 3, I did the exercise to know my audience.

  1. What gender? For me, any gender nowadays, ask 16 year old me, I would say females only. Now as an open minded person I will say all genders are welcome to my YouTube channel. Whether you are female, male, transgender, any gender is welcome to my little part of the internet!
  2. What is the education level of your audience? Now, I would say college/university level; people around my age 20s-30s. Before, again around my age but you can see it was a bit more childish content and the way it was made was to appeal to young girls.
  3. What is the martial status and family type of your target audience? I mean single and married people can enjoy my content! As for who do I curate for? Most likely single people then, especially the stuff I have in the works currently.
  4. What are the ethnic and/or religious backgrounds of the people using your products and services? I will say again, anyone can enjoy my content. I do celebrate the traditional holidays as my dad and his family was catholic. My parents never claimed a religion for our family to uphold to. We just did what my dad’s parents did.

So, all in conclusion it just depends where you are to know your audience. Mine has changed, and yours may change over time as well. Everyone grows as a person, so taste and how we perceive things changes over time. It makes us all a better person!

Have you changed your audience and who they are, since you started making content or after making your business? Let me know below in the comments!

COM0014 – blog-03: Targeting New Gardeners

COM0014 – blog-03: Targeting New Gardeners

Target Audiences

The target audience I chose to evaluate are people who are either thinking about starting or have just started gardening.

To investigate the audience, I used Twitter, Facebook groups and Google searches to find groups of gardeners.


Most people in the target audience are urbanites. In this case, ‘urban’ is used to mean not rural. The suburbs, small towns, urban centers and even apartments are home to new gardeners.

This target audience seems to be primarily of an age where they have a detached home and young children. Research from Statistics Canada on these life milestones would indicate the audience is in their mid-thirties.

The profiles and social media posts of the audience indicate people mostly work as professionals. This would suggest at least some post-secondary education.

Since the audience tends to have children and homes, the assumption is that they live with a partner. However, I could not find a way to find out for sure. That would require the use of a survey or an interview.

Using ethnic background as a target audience characteristic is problematic for me. Based on profile pictures of the audience, most tend to be white women. It feels uncomfortable to me making racial assumptions. Just because someone looks like a white woman, doesn’t mean she is. Walking through community gardens, you will see people of all ages and ethnicities. It is possible that they are experienced gardeners and not part of the target audience. It is also possible that white women are more likely to join social media groups and share photos of themselves. I don’t know.

Psychological profile


New gardeners generally fall into two groups: those interested in growing food and those interested in landscaping – growing flowers and shrubs for example. My focus is on the vegetable growers.

People getting into growing vegetables tend to be concerned about the environment and the quality of their food. They enjoy travelling and sharing social media posts about the evils of corporate food production. New gardeners like to share information and appear not to be concerned with how others perceive their skills.


COMM 0014- Blog Post #3- Fan-damonium


From a young age, I was never good at activities involving balls. I never understand the tick that made people go crazy over a final buzzer point. This was all true until I started watching games regularly with my family. Although I’ve never attended an official NHL game, I do think I’m an expert people watcher. Besides the thrill of the game, people watching during gameplay is interesting. You see many different people in the stands. Everyone from families, couples, super fans to an odd celebrity or two, cheering loud.
If I were to create a blog for the avid NHL enthusiast, I would divide my audience in different categories. Young children (8-13), teenagers (14-20), and adults (20+). By doing so I could then create more individualized or cohesive content for each ‘age group. After analyzing who and where your audience derive from, the next step is thinking about ‘who they are’. According to a report by The Globe and Mail, “the average age of NHL fans is 42.1” (May 2018). This indicates that most of hockey fans may be apart of generation X.
McKinsey & Company conducted a survey, that analyzed the consumption of sports. Between millennials and generation X, the survey revealed the latter consumes more content. The study also proved the sustained popularity isn’t due to age, but the relation to family life.
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According to the McKinsey & Company “Forty percent of generation X are committed sports fans, versus thirty eight percent of millennials” (October 2017). This information portrays that younger fans may be shown through their parents viewing activity. Something else to keep in mind is the cost of cable. Many young adults now choose to stream their content versus watching televised events. All in all this can conclude the importance of togetherness in sports is key.
Keeping the above in mind, a large psychographic trait for loyal fans is connection. The thrill of supporting a team with others is exhilarating. After researching my audience I found they enjoy related activities, involving quality time. I also discovered there are millions of fan forums and communities to join and explore. I noticed some trends and pre-game events to attend and wouldn’t mind seeing what they’re about. This would allow me to first hand observe the trends and likes of these fans. Two related organizations that sparked my interest are “Girls and Women In Hockey” and “The Tim Hortons Foundation.

Hockey Agency, 2122. “League Ranking.” League Ranking , 2122 Hockey Agency ,

Krashinsky, Susan. “Just Who Is Watching NHL Games in Canada?” The Globe and Mail, The Globe and Mail , 12 May 2018,

“Northstar Studies NHL Fan Engagement.” Cision, North Research Partners , 26 Dec. 2018,

Notte, Jason. “The Sports with the Oldest – and Youngest – TV Audiences.” The Sports with the Oldest– and Youngest TV Audiences, Market Watch , 30 June 2017,

Singer, Dan. “We Are Wrong about Millennial Sports Fans.” McKinsey & Company Media and Entertainment, McKinsey & Company, 10 Oct. 2017,

COMM0014- Blog Post #2 – What I learned


The inverted pyramid style of writing was new to me! As a video blogger (youtuber) I lately learned of speaking clearly and concise but writing is still new to me. Nevertheless though I learned about it and it has made a huge impact. I’m always up for learning new things everyday no matter what the day is.

Inverted pyramid writing is really interesting to me. Once it got introduced to me, I realized that many articles and stories I have previously read have used it. Even though I would say I don’t skim articles, I am either not interested or I am and read it all. I never roughly go through a piece of written material.

I have always thought of what I want people to take from my videos. Whether it be just a form of entertainment, so just sharing the video, or it be informative and want them to incorporate their own information/comment below the post to bring more attention to the topic. A question is my usual way to end a post or video, it lets them know I want their help or opinion on something.

Grammar and punctuation is my own favourite thing to do, it is so interesting to me to see how we can say things but they can be retorted in many ways! Active vs passive writing/talking is how I like to view things as well. I like seeing it in both ways first, before I then decide how I want to go about it. Active is the most popular and loved but I believe there is a time and place for both.

All in all, the inverted pyramid was new to me, and I really enjoy it now and see it everywhere currently! The outcome of every post is important, what you want to come from it is crucial. As always as well the way we write (grammar and punctuation) is a way of writing and in general important to make sense.

Let me know what you took away from the past week’s lesson! And if you don’t have access to it (to other students or someone else reading the Algonquin college social media wordpress) let me know what your opinions are on the matter down below.