Spokeable

turning average joes into local spokesmodels


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Businesses are from Mars and Consumers are from Venus: Part 3

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Break down the barriers!

Last Wednesday’s post emphasized the importance of direct relationships between consumers and businesses. Forget Mars and Venus, we want both parties within the Spokeable Solar System where we fight to forge true win-wins.

The prevalence of social networking sites like Facebook, Instagram and Pinterest demonstrate how willing and enthusiastically consumers present themselves online. People eagerly tag photos of their lifestyles along with their desired goods and experiences. In the existing platforms individuals are uploading their most valuable assets (consumer data) for free. Because of the barriers which exist between consumers and businesses, the result is a zero sum game. Local businesses can’t access or analyze the plethora of data on the one hand. Consumers don’t receive anything in exchange for their valuable information, on the other.

Spokeable serves to break down the barriers, insuring that businesses and consumers can interact in real time as business partners. Through our platform, consumers become spokesmodels and evangelist for specific businesses. In exchange, they recieve exclusive and coveted rewards for that action. Simultaneously, the business can grow and expand their addressable market and customer base by leveraging their social capital. They create interactive relationships with their loyal customer base and target marketing for that group and their likeminded followers. The interaction proves engaging for both parties. It offers consumers the opportunity to show exactly what they want. It allows the business to tailor individual rewards based on these displayed wants of their customer base. Spokeable proves itself an excellent platform through which we transform traditional concepts of advertising into tailored services and demand fulfillment.

We create partnerships of equals between consumers and businesses.   You want in?

 

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Spokeable is Social

 

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In today’s addition of Business News Daily, Spokeable is front and center.  No, our name is not plastered on the front page headlines (at least not yet) but the crux of our product and business model is the theme of this morning’s top story. Our product, Spokeable, is an intelligently designed platform that capitalizes on a phenomenon which is only proving more and more important: social commerce. Social context is becoming the most important factor in purchasing decisions. This is especially true of younger populations who are just now coming into their purchasing power. A recent survey of millennials found that over 85% of spending habits are decided based on peers. These days everything is social. Everything needs familiar context.

The article, reported by BusinessNewsDaily managing editor, Jeanette Mulvey, interviews social commerce expert Scott Lachut. Lachut is the director of research and strategy at PSFK Labs, a trends-led business innovation consultancy.  The article outlines what we know: social commerce is not just an idea, it’s an undeniable fact to today’s purchases. Retailers of all sizes have to capitalize on social context or they’ll be left by the wayside of the 20th century.

Lachut explains that engaging with customers in a social commerce capacity is not only about the “commerce,” i.e. sale. Instead, people engage with companies for a variety of reasons. “Some are aspirational fans, who want content and experiences that they can share with their networks. Others may have issues and are turning to these platforms as a way to connect with a real human being who can answer their questions.” He concludes that people are looking for a combination of relevancy and utility and that brands/stores need to cater to that in order to insure conversions farther down the road.

In this interview Lachut speaks directly to what we’ve set out to achieve with Spokeable. We successfully create engaging and relevant conversations between local customers and local businesses. The channels that currently exist do not make this feat easily. Why? Because they weren’t created with this in mind. They are lifestyle sharing apps and curated news feeds. They connect friends with friends and were never intended to link customers and businesses. Which is why we made Spokeable. To serve a need. And this need, it seems, is growing and growing.


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Say Cheese! Why Food Brands Want Photos

 

 

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My favorite foods made New York Times headlines this morning. Macaroni and Cheese. Kraft Foods Group is hiring a start-up firm, Ditto Labs, to learn more about their customers. How? Through photos.

Sara Braun, senior marketing director for Kraft Macaroni and Cheese discussed their decision to hire Ditto in a statement. “We want to ensure we continue to evolve, keep the brand fresh and relevant. A lot has changed with how the consumer sources information. As a marketer, we want to be reaching our consumer in whatever technologies she uses today.”

Sara is right. The best way to understand consumers is to look at what they’re currently doing and how their currently doing it. Consumer behavior is sourced online these days and best done through photos. More than 500 million photos are updated daily.  That’s a lot of information about consumers. There is nothing more valuable for any company, regardless of size, than a keen understanding of what their customers do and what they celebrate. Because people uploaded photos of their day’s high point, it offers an invaluable assessment of what’s attractive to the consumer. Photos, then, are ripe with collectible data for how to grow market reach and fine tune outreach strategies.

Ditto Labs also explains in their presentation that photos can help brands/businesses identify competitors as well as fans. It can help understand what else is out there and how to set themselves apart.

There is perhaps no more valuable data collection tool than photo analysis. The hard part, though, is analyzing it all.This is why in Spokeable we created the backend software that allows for all the photos taken in small businesses to be categorized in a way that easily encourages action. We facilitate the use of photo-data for marketing solutions that truly influence customers. Small businesses can’t pay for big firms like Ditto (though their work is great). And Ditto isn’t trying to access the small business market. At Spokeable, though, we created a  platform specifically designed for local business that helps them understand and truly engage their customers in relevant exchanges.  Through photos.

Tonight I think I’ll get mac and cheese from my local Fort Green takeaway. I just saw a great photo on Spokeable.

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Social Media, Marketing and PR: Who’s Responsible for What?

Check out this timely and well-written article published by Mashable.  It dives into what Social Media, Marketing and PR efforts need to do in today’s social commerce world. It practically outlines what Spokeable does.  The best quotes from the article are the following:

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This is exactly what Spokeable achieves. An online ecosystem in which local businesses and local customers explores the same space.

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Exactly.  In our business plan we define Spokeable as a product that facilitates ongoing, relevant conversations between local businesses and local customers.  Traditional channels do not facilitate the back-and forth between merchant and patron.  We knew we had to connect that bridge.  We’ve done it in a relevant, engaging way that encourages exchange.

ImageMy favorite part about Spokeable is that it can happen moment-to-moment.  If I go to a restaurant with an account on Spokeable and I upload a photo while sitting there, they can send me a deal off my check for THAT NIGHT. It’s current, relevant, timely.  One of my favorite parts of the ingenious platform.

I love how the author discusses all of these branches of outreach like separate pieces and how Spokeable seamlessly weaves them together.  Local business don’t have time to “align their strategies” they want to think about making pie (see previous post).   I’m just tickled pink when I see articles like this that validate the product.

Now it’s time to pack up shop and celebrate your Friday, folks.

 

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