Recently, a Wall Street Journal story said that Starbuck's 'Race Together' campaign did not affect its bottom line. The company stuck its neck out blatantly to have its barristas engage in topics of race relations. The reaction was swift and heightened in two camps -- should or should not.
The 'burritos,' as my co-host John Gregory Olson called them in a tongue-twister delivery, were asked by CEO Howard Schultz to engage coffee buyers in the topic of race.
Would you want to do that at 7:30 a.m. when all you're thinking about is the day ahead? Should companies explore and advocate sensitive topics like this with customers at the very grassiest roots levels?
In this episode, John and Jayme Soulati (that's moi) engage in a 'heart-y' discussion about companies and causes, brands and customers. Starbucks has always been a little extravagant in its aggressive marketing tactics, and it felt that customers were ready to have a 'Race Together' slogan on coffee cups in the morning.
Was this a ploy, Jayme asked? That came to mind, too, as we all know the viral nature of the wannabe story on the Interwebz...what's your view about whether this was a ploy or effective strategy?
John and I go back and forth with some excellent banter followed by tips in the third segment, the 'heart of the matter.' With their expertise in marketing, we two have much to say and share, as per usual!
Pose a Question to The Heart Of Marketing
Please take a listen and don't forget to send us a question via John's' website. He has a cool new app, 'Speak Pipe,' that allows for recorded questions. If you prefer the old-fashioned email way, send me at email@example.com.
Starbucks Now Opening In Ferguson (we talk about this in this episode!)
Dumb Starbucks, Guerilla Marketing & Parody Law, by Jayme Soulati
$2.8 Billion, Ponder That, Starbucks, by Jayme Soulati
How This Non-Profit Is Stockpiling Content on a Shoestring, by John G. Olson
In this Episode 18 of the Heart Of Marketing podcast, I wax poetic about being a Twitterholic as my co-host, John Gregory Olson of JGO Digital, gamely assists and tosses me a few questions to further enhance my six-year-old Twitter knowledge.
Seriously though, this episode is a reminder how to work the gears of Twitter to inject a dormant stream with followers, energy, authoritative content, and more.
My name is Jayme Soulati, and as a solopreneur at Soulati Media with a virtual team, Twitter has been my fave social media channel. Yet, much has changed since the days of banter in early 2009 when everyone suffered from the recession.
It’s now a constant effort to get attention from a stream that feels dead. And, without that attention, it is dead.
In this episode, John and I share expertise on how to take an extremely dead Twitter strategy into a robust, results-producing social media channel. It takes a plan with objectives, time to research, engagement, authoritative content, and a drive to the finish. Then you rinse and repeat.
Twitter Basics For An Event Strategy
In this particular episode, what I share are tips to prepare for a Tweet Chat during a national media broadcast. The strategy that unfolds is a phased approach from research to engagement to the invite and the live event.
Be sure to listen and ask questions of John and I. We bring extensive background and experience in Twitter – the organic Twitter, not advertising on Twitter.
Ask The Heart Of Marketing
A new feature you can find right here on John's website at JGO Digital is audio-recorded questions. John installed Speak Pipe, an app that lets listeners record a question for the podcast. We're pretty jazzed about it, so please do head over there and pose a question? We'll cover it in a future episode!
About The CoHosts
John Gregory Olson is a digital marketer extraordinaire. He is a consultant who brings expertise from the corporate and agency worlds. He is also a detailed strategic planner who methodically covers every aspect of campaign creation. John rescues organizations from marketing failure.
Jayme Soulati is president of Soulati Media, Inc. Since 2002, she's been with her own firm (for the third time), and prior she was with Chicago's esteemed PR firms including Ketchum, Corporate Technology Communications, PCI Communications, and Manning, Selvage & Lee.
Want to pose a question right here? Email firstname.lastname@example.org. Thanks for listening!
This is likely my favorite episode of The Heart Of Marketing podcast. I share the stage with my co-host John Gregory Olson, and together we banter through a lot of ground in episode 16 including:
My name is Jayme Soulati, and I love our podcast for the ground we cover for mid-tier businesses. John and I gravitate back to blogging because it's our sweet spot. To that end, we are introducing Blog EMTs -- we will rescue your poor-performing business blog with on-page optimization, content that sings, and promotion.
15 Ways to Promote Your Blog
John and I do one of our favorite things -- a volley. Because I'm a tennis player, we volley ideas back and forth to share as many tips as we can for listeners. This time, we share about 15 ways to promote a blog. Hopefully, if you tune in until the end, you'll hear some new ideas!
To learn more about Blog EMTs, getting help with online marketing or to pose a question, please email me email@example.com.
About the Hosts
John Gregory Olson is a digital marketing professional who rescues organizations from poor or failed marketing. He brings corporate and agency experience to the mix, and he's a detailed strategist and planner.
Jayme Soulati is president of Soulati Media, Inc., a blended marketing shop offering core public relations, content marketing, social media marketing, and more in the digital space.
Episode 15 of The Heart Of Marketing podcastwith Jayme Soulati and John Gregory Olson is chock full of current news about Facebook advertising, it's new Topic Data feature as well as YouTube's new content ID and Google's news about responsive websites by April 21, 2015.
Facebook is now a pay-to-play platform. To get more page likes, you need to buy them. To get attention to a post, you need to throw cash and boost it. What is the best option for your company as it tries to grow its Facebook presence?
YouTube has a new Content ID program in beta. Ensure all of your created video is copyrighted with your ownership and there is no stealing of others' works. It's now easier to make a claim against a plagiaristic company.
Google is set to penalize websites April 21, 2015 for not being responsive. Ensure your site is mobile friendly. You can learn more from hands-on experience in this episode.
About The Hosts
John Gregory Olson is a digital marketing professional who rescues organizations from poor or failed marketing. He brings corporate and agency experience to how he engages on The Heart Of Marketing podcast. John is a blogger and available on Twitter at @digitaljgo.
Jayme Soulati is president of Soulati Media, Inc. She blends core public relations with marketing and integrates content, social, and digital into campaign strategy.