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Soulati Media On The Street: Social Customer Service with @AdamToporek

04/16/2013 By Jayme Soulati

Soulati Media On The Street comes to you “live” (it was live then) with Adam Toporek, owner/blogger of CustomersThatStick.com. Adam has been featured in this series before from Social Slam 2012, and it’s been exciting watching his progress the last year with his social customer service blog.

Adam now has an e-book you can get free if you sign up for his newsletter, and he comes from the world of franchising (I admire anyone who works in that sector).

See what’s up with Adam from Social Slam 2013!

Soulati Media On The Street With @rhogroupee Rosemary O’Neill

04/09/2013 By Jayme Soulati

Rosemary O’Neill flanked by Jeremy Floyd, Eric Pratum and Sean McGinnis

Social Slam 2013 was a huge success, except for also huge technical difficulties which limited the Soulati Media On The Street interviews to a handful…meh.

But, am so pleased to share this really perfect interview (because she was a good sport and permitted me making fun of her Twitter ID) with Rosemary O’Neill, owner of Social Strata where they make the Hoop.La. And, guess where she blogs? Right here…https://rhogroupee.com, and she blames that on her husband; uh-huh.

Permit my introduction of this fun Lady Friend, Rosemary O’Neill! (Oh, and please turn up the volume…the baby mic isn’t working well on YouTube.)

Take Social Media Higher With Niche Networks

02/26/2013 By Jayme Soulati

English: Infographic on how Social Media are being used, and how everything is changed by them. (Photo credit: Wikipedia)

Keeping up with the Joness is none too rewarding for companies, especially when it comes to social media adoption.

Most companies look at their peer group to identify what the nearest competitor is up to and then everyone is eventually following suit buoyed by the earliest adopters.

Many of the businesses that jumped in whole hog bright and early earned the most attention from consumers who wanted to engage with smart brands. Companies slower to adopt are finding it more of a challenge to tally likes, RTs, plusses, or followers.

But, all is not lost for the smartest and savviest social media adopters.

In 2012, users on the Interwebz grew 19.2 percent over 2011, according to eMarketer. There were 1.43 billion users on social networks, and we all know that Facebook boasts the first billion.

As adoption levels taper off, users are going to branch out into smaller networks that are more manageable. Inc. magazine shares a story about the pending 2013 backlash in social media adoption and the “emergence of smaller-scale, niche networks.”

Here are ways your company can benefit from the expected 2013 trend:

1. Shore up the big four or five channels and determine which few are the most beneficial relating to the strongest return on investment of money, time, team, and sales.

2. Stay the course with these, and begin to look around for smaller channels that are ripe for brands to engage with.

3. Understand your customers’ behavior and how they use social media. What do you know about consumer behavior patterns?

4. Study up on online behavior; there is a burgeoning field addressing human interactions online. Companies can benefit from this knowledge.

5. Develop programs that reward customers for their loyalty. Imagine a loyalty program on steroids. How many ways can customers be rewarded with simple recognition that ultimately costs the company pennies?

With loyal brand evangelists, companies can reward with a badge for a Facebook page or other profile page. Simple? Loyalty costs only as much as the creativity around implementing the program.

In the Inc. story, several mentions about smaller, niche apps becoming popular showcase where users are heading to get out from the clutter of 1 billion Facebook users:

Path
App.net
NextDoor
Yammer
MindMixer (I like this site on first impression!)

Also in the story, companies were advised to watch, listen and participate with a non-sales approach. The goal for companies is to jump to the next phase of relationship marketing and reap the benefits of the ever-changing online community.

Dust Off Your Company Mission Statement

02/11/2013 By Jayme Soulati

Courtesy of Ben and Jerry’s

Before a company establishes a blog, it’s important to determine its goals. Maybe it’s to drive sales or strengthen a brand; or, perhaps it’s to become an influencer in a category or sector. Either way, a blog has goals just like program strategy has goals.

If you own or work at a company, having business goals are also critical. Everything implemented throughout the company is in alignment with business goals.

What of a company mission statement?

No matter the size of your team, if you’re a small-to-medium business (SMB), then you need to think strategically about your company’s purpose. What is the philosophy you’ll guide your teams with? With whom are you engaging and in what location? Do you have a product or service you want to particularly focus on that should be added to your mission statement?

I honed in on the word “mission” in a story by Crain’s Chicago Business when I saw the viral video by the Chicago Music Exchange called “100 Riffs.” The owner of the Chicago Music Exchange asked its employees to create viral video (I think you can only create video with the hopes of it going viral, really).

The video of 100 riffs on the history of rock in one take did go viral and is still being viewed on YouTube. The campaign was submitted to Crain’s Chicago Business and was featured in a story. The owner of the Chicago Music Exchange said the video aligned with its mission, was perfect for customers, and showcased the very essence of the Chicago retailer of music equipment.

In the Jan. 28, 2013 issue of Advertising Age, a story “How the usually dry annual report has become brands’ secret marketing weapon,” detailed how a bland annual report took the 2012 Cannes International Festival of Creativity by storm.

Austria Solar submitted what looked to be a completely blank white book as its annual report. The pages were solid white with no ink…until someone took the book outside and exposed it to solar rays. The sun’s rays reacted with the specially treated paper to bring the words inside to light, literally.

Here’s the hitch…the article stated, “While it could have come across as gimmicky, it was a solid concept that conveyed the company’s mission in a single, startling moment.”

Think about that a sec…here is a reporter making the connection from a highly creative annual report the likes no juror at this international competition has ever seen to the company’s mission. When do reporters draw that bridge? When something so extremely innovative makes someone connect the dots to the company that launched it. Fabulous, eh?

We can draw the same correlation to the Chicago Music Exchange video, too. It asked the staff to develop something that showed customers its equipment, talent, knowledge, and love for music — all part of the mission.

We rarely see mission statements of companies; they’re oft hidden on websites or buried deep in a dusty file cabinet. Every so often, pull your mission statement off the shelf and see if your company is adhering to that original intent, philosophy, and strategy with highly creative products, services and actions.

Viral Music Video Boosts Brand And Social Marketing Appeal

02/04/2013 By Jayme Soulati

Image credit: Chicago Music Exchange on Google+

Knowing how much this community loves music, a story courtesy of Crain’s Chicago Business, shares how some businesses are benefitting from viral video to boost social marketing engagement.

In the January 28, 2013 issue of Crain’s, there’s a section Focus: Social Marketing and a story, “Chicago’s Social Marketing Standouts.” The Chicago Music Exchange owner challenged its staff to create a viral video. Alex Chadwick, a guitarist and salesman, made 100 Riffs (A Brief History of Rock N’ Roll).

Views of this video on YouTube are nearing 4.6 million (at the time of the print story, there were 4.31 million views on YouTube). Total views for the Chicago Music Exchange’s 223 other videos only amount to 6 million.

Elements of Viral Video

What made this video go viral? According to all the experts quoted in the story, the guitarist shows off his technical and musical prowess while taking the viewers through the history of music with 100 recognizable tunes. The video fits right in with the mission of the music equipment retailer, which doesn’t necessarily contribute to its viral nature, but it feels so right.

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