Get connected and begin the transformation to being a stronger company in today’s crazy world. Social platforms and the Web are changing the way that customers are looking at companies; customers are looking for ways to connect to companies. What better way to feel connected to a company than to have to opportunity to show the world what you love. Companies, such as GoPro, have begun doing this by bridging the gap between sports and social media; their cameras allow people to take videos of themselves on the go and then share them with the world. Whether you are talented at skateboarding, snowboarding or surfing, you can show the world what you see around you and show them why you continue to do what you love to do.

As a company you first find out who is following your company, then you begin listening to them and creating a strategy. Now is the time to transform your company! According to Groundswell, by Charlene Li and Josh Bernoff, companies should focus on the following when transforming their company:

  • First, start small
  • Second, educate your executives
  • Third, get the right people running your strategy
  • Fourth, get your agency and technology partners in sync
  • Fifth, plan for the next step and for the long term

Ten Tree’s company is more than just buying clothes and other accessories, they have transformed their company into a lifestyle for their customers. Much like GoPro, they are encouraging people to go out and live life to the fullest. The company began in Regina, Saskchewan, Canada and has now grown across North America.  The company is not just focused on educating their executives, they also educate their consumers through their website and YouTube Channel. If you ask the executive and founders (David Luba and Kalen Emsley) what is Ten Tree they will tell you the following:

Ten Tree’s objectives and strategy as an organization are so powerful, that they need the right people supporting them. David Luba and Kalen Emsley have made the company’s mission come alive as the company grows and expands. They are passionate about the company, and when they make a pitch you can tell that they are passionate. They want the company to be successful because of what it does from everyone else involved. Luba and Emsley found out who and where their target market was, and focused their technology on Twitter, Facebook, YouTube, and Instagram. The images they places on all these sites are made to attract, inspire, and reinforce their mission.

Ten Tree has created a company that allows people to pay it forward. When you buy a shirt from Ten Tree you are providing jobs in third world countries as you help out the environment by having people plant 10 trees. Want to make a difference? Check out Ten Tree’s Treemap, and see all the live updates of how other people are helping out our planet.


What’s next?

In Groundswell, Charlene Li and Josh Bernoff have created the groundswell strategy known as the POST Method. This provides businesses with the starting point and ending point to every great social media marketing strategy.



Who are the people you are looking for?

Where can you find them?

What do they want from you?

All of this was answered in my previous blog, One Step Forward, where I determined who my Social Technographic Profile was. This is important for every business to figure out early on, because these are the people who will become your income. Ten Tree’s target market are females that are working towards their Graduates degree.



What do you want?

What do you hope to achieve?

Where is your focus?

Once you know who your people are, you can begin to look at what you are hoping to achieve. There are 5 basic objectives that a business can utilize: Listening, Talking, Energizing, Supporting, and Embracing. If you don’t have a goal, you will likely fail as a business.

Ten Tree’s goal is to educate people how the impact that planting trees has on the environment. They incorporated their audience into their business plan, goals, and objectives. They sell their audience with their product in hopes of inspiring others to get out there and purchase it as well. They are giving their audience an opportunity to plant ten trees through just purchasing their clothes, but ultimately Ten Tree is focused on creating a positive impact… the impact of 10 trees on a nation, on the ecosystem, and on the world.



What will your company do?

What is your plan?

How will you achieve your goals?

You know who your people are, and where to find them. You have made goals and objectives that your company hopes to achieve. Now how will you achieve it? A company must create a plan. It is best to start small but leave room for growth. Consider what your objectives are for you company, when developing your strategy because once you start a movement with your company’s direction it is difficult to stop it.

“For every action there is an equal and opposite reaction” – Sir Isaac Newton’s 3rd Law of Motion

Consider all the consequences and end results of your company’s strategy, and the impact it could have on your company’s image. Things can go either really good or really bad depending on the strategy you choose. The face of your company is important, and remembering who is representing your company is even more important. As discussed previously, in Users of the World Unite, once information is out on the Web it is difficult to get rid of it. This is true also for everything that you align with your company to help you achieve each of your company’s goals.

Ten Tree’s strategy has focused on their social responsibility, through planting ten trees with every item one of their customers buys. They sell their products online through their website, as well as through stores such as Below the Belt, Boathouse, and Extreme (just to name a few in Edmonton). To help ensure they are reaching their audience and educating their customers they have created various social media platforms. As well, they have considered who they want to be supporting their company from their experience on the Dragon’s Den. Ten Tree had to focus on who they wanted to represent the face of their company, which can be demonstrated in the clip below.



What social applications will you use?

How will these social applications affect your target audience?

Which social applications should you build on?

These are the various social applications that a company can use to get their message out there, which help them reach their objectives. This is the technology you use to reach your audience, but it is important to use the right social application. There is a lot of traffic on the Web now a days, and new trends are happening all the time. As a company, you may want to get involved in all these trends, but DON’T! As a business you have to determine what works best for your company, because if you don’t it could negatively affect your business.

Ten Tree has successfully mastered technology through focusing on social applications such as Facebook, Twitter, and YouTube. They chose the application that were populated with their target audience, the joiners and spectators, creating opportunities for them to join groups and watch what the company is all about. They have separated themselves from their competitors through heavily utilizing these applications, because they are creating an awareness that is larger than themselves.


Following the order of the POST method is probably the most important thing for businesses to take away. The biggest mistake that a company makes is to start with the technology aspect of the method; however, if you start with the technology, you are probably spending a lot of unnecessary time and money where you don’t need to be. The POST method can be used to help align your people to the technology you are using, because it is important to sync these two aspect together as one.

The Beginning…

EXTRA EXTRA read all about it!

Groundbreaking news right here!

 Social Media is changing everything you thought you knew. Social media is changing everything businesses thought they knew. We are all losing control! In the article, Users of the World Unite, by Andreas Kaplan and Michael Haenlein it discusses the lose of control from Web 1.0 to Web 2.0. 

Times are changing, we are wanting things faster and faster; trapped in the now! Information is just seconds away, a click of a button. Businesses are especially losing control over the content that is being released and accessed by the public. They are having to adapt and change in this extreme environment, at paces that flash before our screens. One second they can be on top, then in one more second they can be yesterday’s news.

Social media take so many different forms:







The list continues on and on…

If you are not involved on these social platforms, where are you? As a business, you are most definitely yesterday’s news. The world of trending is forcing companies to engage more with their consumers, if they want to remain relevant in their minds. Businesses are having to find new ways to build relationships; they have to transform this impersonal form of communication to something personal.

Companies, such as Ten Tree, are making those connections with people by making them feel important, inspired, and on top of the world! Connections are made with their consumers through using videos and photos.   They inspire those who watch their videos, see their photos, and follow their social media sites. They make their audience feel in control in a chaos filled world, because they can make the change and do what they believe is important to themselves, their community, but ultimately their world.  

Ten Tree has aligned their company to match that of their target audience, this is truly accomplished and demonstrated through them promoting their audience on Facebook and Twitter. They communicate their story through their site, which enforces their mission and vision statement to their target market. Ten Tree focuses on educating, promoting, and inspiring people to enjoy the world that they have.

Don’t believe me, check them out by clicking the photo below!


Kaplan, A.M., & Haenlein, M. (2010). Users of the world, unite. Business Horizons. 53(1).