Canadian Electrical Wholesaler

 

Apr 17, 2018

Electrical Social MediaBy John Kerr

The past years’ love affair with social media may be coming to an end. In the news are the issues surrounding privacy but there is a deeper problem. 

Marketers have been thrilled with their great results based on page views, shares, likes and referrals, and have been adding more resources to feed their social media machine. And the Canadian anti-spam legislation further fanned the flames to rush getting a quick fix for gaining an audience and a way to measure it. 

The reality now is coming clear. Facebook engagements are falling dramatically. A tool once relied on by so many may be dropping so low its value and return must be questioned. Even Mark Zuckerberg admitted in a report on recent financial results that Facebook had in fact made changes that reduced time spent on Facebook by roughly 50 million hours every day.

The reality for the electrical industry is also clear. Traffic measured by a social media hit may look good, may meet a metric, but this view or traffic is just that, it’s just traffic. 

The other big secret is the social media giants are controlling at all levels; one change in an algorithm and every measure changes and every goal may be the wrong one. 

This is not to say all social media is bad, but it does need to be understood and positioned in any marketing mix so as not to control or drive it but to merely be a part of the mix just in case. 

The reality too of social media is that it is a sea of information. Standing out, differentiating yourself and truly understanding what each offer are what matter first, and all this costs money and time far exceeding what the potential traffic may be worth. 

And while a case can be made that social media drives traffic, does it drive an audience? Audience must be defined here as the community that cares about what you do, what you make or sell, and what you stand for. The other hidden fact many forget is social media is international in scope. Its not Canada first always.

Perhaps answers and facts confirming this are right in front of us. We recently reviewed the top social sites in manufacturing and distribution, and what we found confirmed that less than 50% of the followers and likes are actual customers. Only one manufacturer had a superb end-user audience. 

We can further look to the end-users themselves and see that very few of them are influenced by or use social media as a tool for buying or specification. 

In Canada, some distributors have done a superb job with their social media, but in those firms there is a definitive understanding it is not the total fix. So maybe it’s time for a mindset shift. Perhaps it’s time to rethink your online marketing communications with a renewed focus on developing a more direct connection with your audience by devising solid content strategies, finding methods to get a direct connection that you own, and controlling and finding partnerships to develop and grow qualified audience. 

Remember, it’s audience and not traffic. It’s return on investment versus expense. 

John Kerr is Publisher of CEW and President of Kerrwil Publications.

 

Westburne WOWLed by Divisional Lighting Manager Salma Siddiqui, the initiative will focus on making Westburne the workplace of choice in the electrical industry and beyond.

Results from research conducted by Westburne found that the electrical industry has a ratio of 6:1 of male vs. female employees. “Realizing these stats are the industry norm has made our eyes open and realize we need to make a change and showcase our women who work for us and at the same time make Westburne the place women would love to work for,” the company says.



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Westburne and RockwellThe Authorized Service Provider designation enables Westburne to deliver Rockwell Automation services through their factory trained team of specialists. These services include installed base evaluation, network assessment, arc flash assessment, lockout/tag-out assessment, and start-up of variable frequency drives.

According to Steve Roy, Regional Sales Manager for Rockwell Automation Canada, “Customer expectations continue to evolve. Aging infrastructure, workforce gaps, global competition and an explosion of new technology provide endless opportunities for customers to improve their businesses.

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IdeaIDEA plans to introduce an online learning management tool, the IDEA Learning Portal, to train customers on the new IDEA Connector, which will launch in late September. This portal will contain comprehensive training information and documentation on the IDEA Connector, a master data management (MDM) platform that enables distributors to securely access accurate and timely product and pricing data directly from manufacturers.

To complement the portal, there will be four training session devoted to manufacturers and distributors at eBiz. These training sessions will dive deeper into specific content to ensure a complete understanding of important functionality.

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Automation LabourforceBy: Thomas Donato, Rockwell Automation

We all are consumers. We all have expectations of quality and service.

When I talk to our customers, I do so with that experience and mindset. If we don’t deliver – we lose. Maybe not immediately, but eventually. It’s as simple as that.

I just lived through a great example of this. Every morning I use our blender. One of the parts broke, and the manufacturer made it quite difficult and cumbersome to get a replacement.

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Changing Scene

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MundenOn March 29, Munden Enterprises moved into its new Atlantic Canada headquarters, located at 2 Bluewater Rd., Suite 105 in Bedford, Nova Scotia.

The new office offers more than double the square footage of its previous location, allowing for two boardrooms, a product showcase room, and a large demo amd sample warehouse space. This new space is home to seven of Munden Enterprises' employees.

 

 

 

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EHRC WLNElectricity Human Resources Canada is delighted to have announced its new partnership with Women Leadership Nation™ (WLN) on International Women’s Day.

Electricity Human Resources Canada is delighted to have announced its new partnership with Women Leadership Nation™ (WLN) on International Women’s Day. This strategic alliance will offer EHRC members and Leadership Accord signatories with training, development and strategy support in their efforts to make progress in closing the Gender Gap.

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ABB Showcases Its Vision of Leadership in Digital Industries at ABB Customer World 2019

Show ReportBy Line Goyette

Leaders and innovators from business, government and the education sector gathered for this ABB premier collaboration event. More than 11,000 delegates attended the bi-annual ABB Customer World Houston 2019 from March 4 to 7 in Houston, Texas. ABB’s latest pioneering technologies were displayed over 150,000 sq ft of a colourful, buzzy display of futuristic conveyor belts and robots, an ABB Formula E Generation 2 car, and much more groundbreaking technology.

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Peers & Profiles

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National ManufacturingExcellence in Manufacturing Consortium EMC’s Advantage through Excellence: Future of Manufacturing Conference is a 2½ day event exploring the competitive advantages, opportunities and successes that can be achieved by manufacturers through a variety of learning forums — up to 40 workshops, panel sessions, keynote presentations and best practice plant tours — providing delegates with outstanding opportunities for benchmarking, peer networking, learning and sharing of hundreds of best practices. An estimated 500 to 900 manufacturing leaders and stakeholders from across Canada are expected to attend. 

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Rick McCartenBy Rick McCarten

I think it was Bill Gates who said the Internet will not have an effect on society short term, but will have a profound effect on us long term. 

Long term versus short term fascinates me. Making the call for one over the other can determine the success (or failure) of companies today. 

Using Bill Gates’ long-term Internet effect example, means that business decisions about the Internet will not necessarily show short-term gain, but will show “profound” gain in the long term.

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BritechBritech Corp, one of Canadas largest heating cable companies has signed a formal agreement with Heat Trace Limited, of Cheshire, England. Heat Trace, founded in England in 1974, Heat Trace is one of the world’s leading industrial heat trace cable manufacturers.

The company is known mainly for innovative solutions in self-regulating high temperature heat tracing cables up to 275°C, their exclusive high temperature, 425°C, cut to length, industrial, in the field replacement for mineral insulated cables, and their high temperature Long Line heating cables that can be installed on pipes in one length up to 10 kilometers long.

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Looking Back

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Bnei AkivaBy Blake Marchand


Lior Levy, along with Josh Kantrowitz, led a team of 21 students earlier this year as they travelled to Hartsville, South Carolina for the annual Bnei Akiva Habit for Humanity trip, in partnership with Legrand. As a frequent supporter of Habitat for Humanity, Legrand donated the funds required to purchase the construction materials for the project.

Ms. Levy, a pre-med student from Toronto who recently received her BA in Biology while attending Yishiva University in New York.

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