Chapters
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CHAPTERS!NDIGO
Amelia Huffman, Robin MullhallChelsea Marcoux, Natasha Weese, Samantha McMurter
Sara Hamil
SOMS 1033
December 11th, 2012
Agenda Introduction
Company History
Blogging
YouTube
Conclusion
IntroductionChapters want to share a love of reading
Advance society with books, reading and story telling
Their Mission: “To provide our customers with the most inspiring retail and digital environments in the world for books and life-enriching products and experiences.”
IntroductionA few of their values are:
add joy to customers’ lives
Exceed expectations
Promoting knowledge and growth
Innovation is the key to growth; it comes from anyone at anytime
Giving back to community
IntroductionAppealing product displays, newest
technology, clearance sections, books, toys, games, movies, and music
Founder of the Kobo ereader
Company History
1940: Brothers Carl and Jack Cole open the first Coles Store in Toronto.
1995: SmithBooks and Coles merge to form Chapters Inc. Chapters grows to become the largest book retailer in Canada.
2001: Chapters and Indigo officially merge to form the largest book retailer in Canada under the corporate name Indigo Books & Music Inc.
Company History2005 & 2006: Indigo ranks as one of Canada's top 100
employers
2009: Indigo spins off its digital eReading division to form Kobo Inc
2011: Indigo agrees to the sale of its global eReading service Kobo Inc. to Rakuten Inc., one of the world’s leading Internet companies, for US$315 million.
@ChaptersIndigo
Promote new products
Touch base with customers
Offer many promotional offers through their tweets
Constantly tweeting
Fun, relaxing &
promotional
Customer is first
Tweets are reflected
upon atmosphere
FacebookFocused on the attention of reading and movies
Respond time efficiently and effectively to feedback
Online contest – “Deal of a Lunchtime”
YouTubeChannel since 2007
Many videos, broken into categories
Events, Favorites, Book Trailers, An Indigo Minute and a seasonal section (fall collection)
YouTube Interviews with Authors,
from cookbooks, biographies to fiction
New videos are posted frequently
Typical time frame for the videos 1-10 minutes.
An Indigo Minute is fun and offers candid answers to random questions from the guests.
Blogging20 regular bloggers – blogging several times per month
Guest bloggers – usually the author of a certain book
9 topics: Fiction, Non-Fiction, Teen, Indigo Kids, Lifestyle, Music, Movies, From the Authors and Your Health.
BloggingBlogs about books, music albums, movies
Blogs provide info: about awards, Indigo Spotlight list, critique of the story from bloggers perspective.
Blogs can help us – decide what book we want to read next
ConclusionReport Intention: Social media Use of Chapters-Indigo;
Past, Present and Future
Recommendations:Blog: More customer engagement, Advertise blog
YouTube: More subscribers, Post videos to Facebook and Twitter accounts
Facebook and Twitter: Keep up the great work!
QUESTIONS?
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