Jason Viglione is the founder of Jay Vig Media, LLC, a full-scale online community management company that “creates, curates and delivers” content for its customers on all social platforms. Jay actually has a background in IT – 18 years of experience to be exact – and he has merged his tech know-how with an interest in social to create his business. This entrepreneur runs his company on the credo, “You don’t do your own taxes for your business; you hire an accountant. So, why not have a professional do your social media marketing?”
PA.O: Hey Jason, can you fill us in on what you do for a living?
Jason Viglione: People think, Oh I post on Facebook, so that should be enough for me. Years ago, just being at the party was enough. Now, it’s a very big, noisy and crowded space, and your presence is not known just because you are there. Yelling louder doesn’t work anymore.
Social media requires finesse.
I had a lawyer who said he had to be on Pinterest just because his daughter loved it. I’m all about ubiquity, and not being left out of the race, but being a lawyer what would you show on something like Pinterest? You have things that are visually quite boring. You have confidentiality issues and all sorts of issues to deal with, given the industry.
Just because you have a platform, it doesn’t necessarily mean you need to crowd it.
A lot of the time, I think it is worse to be on the wrong platform than missing out on the right one. I think speaking in a place that’s not for you is a big mistake. There is a lot of end user education that needs to take place. It’s a very confusing complex and a rapidly evolving world in social, and my job is to handle it for my customers.
PA.O: How will programmatic advertising change how social media marketers like yourself do business? If social media advertising and content is automatically placed for your clients, where do you and your services fit in?
Jason Viglione: There is a place for programmatic and social media marketers at the same time. At that party analogy I mentioned earlier, there was a time when if you just yelled that you had eyeglasses, people paid attention. Now, not so much.
Now, I get things about the Jets, beer and some random things that don’t apply to me like Michael Kors, due to my fiancée. It makes sense to use programmatic to provide contextual relevance in our ads so we see things that matter to us. However, for the first time in history, the social media side has allowed us to have a conversation. TV, billboards, newspapers, magazines and the like have all allowed us to do push marketing, a one-way conversation. Now, we have pull opportunities.
What I like about programmatic is that I can make sure that my clients are in the side bar of every single person who loves baseball in the New York and New Jersey area. I can make sure everyone is going to see it automatically. That’s the programmatic side of it.
But socially I have the ability to be there and actually ask – “Why do you like it?” Why do you hate it? How was your experience? What can I do to make this better? How can I make it outstanding?”
PA.O: I see. So, programmatic and social media marketers fit together to better engage consumers, not just serve ads.
Jason Viglione: Exactly. There are three types of customers in the world, and we love two of them. You have the all-positive customer – the evangelist who shouts from the rooftops about how awesome your company is.
Then, there are the haters who are all about telling people about their miserable experience. But you know what? I love those people because you have a chance to ask them why they hated it.
And, they definitely tell you. So, now that you know, as a responsible business owner, you make it better.
“Thanks for telling me this was the worst hamburger you ever had in your life. I’m going to make you a better one and give you a free coupon for it. Come on by, and I’ll give it to you.”
When I know I’m wrong, I know how to fix it.
Then, there are those people who say nothing. Those are the kind you hate.
Did you like it? Obviously not enough to bring you back in.
I don’t know how to fix your experience if I don’t know what’s wrong!
The programmatic advertising helps us define our audience, but the social component helps us to interact with them in meaningful, deep and profound ways.
PA.O: What percentage of people do you feel fall into that third category – the ones who use your products and services but say nothing?
Jason Viglione: I think that number is decreasing rapidly as people become more and more social online.
We have things like anonymous first developing.
It is an app on iOS – it allows you to tell a secret, things you wouldn’t say to anyone else, anonymously. So, you’d say something like, “I’m gay,” and it would pop up on your friend’s social media feeds, but they wouldn’t be able to see who said it.
People want to post, and they want to share. This matters to them. I think the amount of people that say nothing are shrinking regularly, considering we are giving them more outlets to share, and they are actually using them.
I don’t know the precise number of the “type 3” category, but they are on steady decline, especially as boomers start to cycle out. There will be fewer and fewer people who have not grown up without a computer or social media.
PA.O: That’s a good point. What do you think the next frontier in digital marketing might be? What might we be seeing in the future?
Jason Viglione: I feel like customer service is the next big thing. I’m an adviser for a company called Live Ninja. They’ve taken the online teaching and mentoring space and turned it on its ear. For example, rather than having to travel for a lesson for someone like a guitar teacher or yoga instructor, I can log in and make a profile on this social media site, teach someone via live video and get paid for it. The site even has a review feature built in.
They have revised their product to feature , which is a social service component. People use Twitter constantly for customer service; it’s so quick and real time. It’s in a company’s best interest to respond on these platforms, immediately. The average person has 400 to 600 followers on Twitter. If people have a problem, they normally get the response to just call this number. That’s not good enough.
With the Katana project, you click on a button and within less than 10 seconds you’re speaking with someone about your issue, face-to-face via video. There is a motion tracking built into it as well; every time the customer frowns, smiles, etc., it’s monitored. You can track how they respond and to what comments and statements.
It helps you deliver a very tailored customer service experience remotely via social media platforms.
PA.O: How could advertising move into that space and take advantage of social media platforms like this?
Jason Viglione: Some companies have successfully found their brand voice in customer service online.
Taco Bell has found its voice, for example. They are hysterical about it. You know how people talk about being stuffed and having food babies? When someone said, “I had Taco Bell last night and I think I have a food baby,” Taco Bell replied back with something like, “I want a DNA test.”
There was even a comment from Taco Bell commenting on someone’s fanfare for DiGiorno’s: “Who is this DiGiorno and why are they messaging you?” Here comes Taco Bell, playing the jealous girlfriend.
PA.O: I see what you’re saying. Companies can use social media as a customer-relationship management tool that does more than just fix problems; they can actually promote the brand.
Jason Viglione: It’s important for brands to make sure they understand the relevance of the hashtags they are using when they do this, though. Victims of domestic abuse were all posting #WhyIStayed given the Ray Rice incident. DiGiorno posted #WhyIStayed You had pizza, without realizing that the campaign was really about domestic abuse and the Internet went berserk.
You can track any conversation you want with a hashtag search. You can be on a platform and easily monitor conversation with some data and/or analytical tools. But if you don’t know how to engage and participate, then it’s best to be quiet.
As my mother always said, “If you don’t have anything nice to say, don’t say anything at all!” Now, you’re not insulting just one person, you’re insulting the whole world.