The Business of Meetings – Episode 204- Digital Influence Unleashed: Mastering Word-of-Mouth and Navigating Social Media and TikTok with Haggai Klorman
We are thrilled to have Haggai Klorman joining us today!
Haggai is a tech entrepreneur and EO. He has consulted with and built social media and word-of-mouth campaigns for major brands, including L’Oreal, Revlon, and Unilever, and has advised Bain Capital Private Equity. He also owns a digital business card company.
In our conversation today, we discuss technology, the pros and cons of TikTok, and what Haggai is currently doing.
Haggai’s Entrepreneurial Journey
Haggai began his entrepreneurial journey in the fourth or fifth grade while at a summer camp in the United States. After identifying a gap in the market, he borrowed money from his parents to buy cans of Coke for $0.25 each from the supermarket. He then sold them for $1.15 a can from his backpack around the camp. That taught him valuable lessons about monopolies, credit management, and dealing with authorities. Even after a brief shutdown by camp officials due to complaints, he still managed to walk away with substantial profits.
Despite battling dyslexia, his unconventional path continued while working full-time at IBM, pursuing multiple degrees, including law, economics, and finance. He eventually became the head of IT security and transitioned into business development before obtaining an MBA from Boston College.
A Successful TikTok Campaign
One of Haggai’s successful campaigns was for a small brand with a maternity product targeting a mature demographic. The campaign struggled initially because the brand had no social media presence. However, a strategic approach involving TikTok and recruiting content creators allowed it to gain traction and grow organically. As a result, influencers with millions of followers began to participate in the campaign, transforming the brand into a social phenomenon. That brought about a surge in demand that led to inventory shortages, showcasing the power of organic, influencer-driven marketing.
A Successful Revlon Campaign
In another successful campaign, Haggai assisted Revlon in engaging more with the African American community. He bridged the gap by creating connections between Revlon and some influential African American content creators.
Leveraging UGC Platforms
Haggai explains that it is essential for businesses to have compelling and affordable content. Creating content can be expensive, so he suggests leveraging UGC platforms to acquire user-generated content quickly and cost-effectively.
Building Brand Awareness
Haggai suggests that business owners engage influencers to generate discussions about their products, build brand awareness, and create a social media presence. That approach is particularly beneficial for consumer goods companies because it will help them establish a longer-term view and populate brand-related hashtags online.
Driving Sales
Haggai offers various approaches to driving sales, including experimenting with unpaid models, investing in freelancers, and creating a budget for multiple influencers. He highlights the need for a combination of quantity and quality in influencer collaborations, particularly on platforms like TikTok, to ensure relevance and drive tangible sales.
TikTok Influences Public Opinion
TikTok has a strong influence on public opinion as its algorithm shapes narratives. Haggai cites an example in the context of the Israeli-Palestinian conflict, where people used fictitious TikTok accounts to showcase biased content. His concerns also include censorship, viral posts, and the challenge of addressing complex issues on the platform.
Addressing Bias and Controversy on Social Media Platforms
Addressing biased opinions and controversial content on social media platforms is challenging. Haggai understands that navigating those issues requires a long-term approach. He suggests engaging in open conversations and education to counteract biased narratives.
Hate Checker
Haggai developed Hate Checker as a tool to assess the risk of potential employees through their online activity. Initially focused on anti-Semitism, Hate Checker uses AI and open intelligence to flag potential issues and provide insights on potential employees. That allows for context-based decision-making without explicit recommendations against hiring anyone.
Kardz.Biz
Kardz.Biz provides metal business cards with a glass finish to help people make a lasting impression in face-to-face interactions. Haggai designed the product, known as the black Amex of business cards, to stand out and create a memorable experience for networking and business interactions.
Bio:
Haggai leads the Aggaeus Group where he and his team operate brands like Kardz.Biz and BWFL, assist other entrepreneurs in building their businesses, and invest in awesome high-tech consumer brands such as Capsulab, Nimble Beauty, and Vinst.
Before that, Haggai spent a decade building and executing large-scale social word-of-mouth campaigns: creating authentic conversations by users, creators, and influencers for top brands like L’Oreal, Unilever, Revlon, and TOMS. While also advising leading PE firms like Bain Capital, General Atlantic, and Permira by diving into 100s of millions of online conversations to assess what makes a brand tick.
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