Archive for ‘Marketing’

May 23, 2011

Tradeshow Social Media: One-third-way through the #NRAShow – Twitter Analysis

The National Restaurant Show, happening in Chicago this weekend, is by far the dominant restaurant/foodservice tradeshow in North America. The National Restaurant Association website states that this show draws, on annual average, 50,000 attendees internationally over four days. This year, they state there are over 1800 exhibitors.

The Assumption

Tradeshows provide a unique opportunity to bring together industries. They offer community-building in centralized real-time, provide buyers with connective opportunities to meet sellers, provide industry specific educational opportunities and.. most importantly, have the potential to leverage all of this to broad-path long-tail effectiveness via the social web. Leverage through the social web:

  • provides exhibitors and attendees greater contact time – before, during and after
  • deepens the educational experience for attendees, both in products/services and in seminars
  • creates a broad path of micro data points, all search engine optimized, for both the tradeshow and exhibitors (and attendees, for that matter)
  • deepens the connective fabric of the industry

We’ve been following the Twitter hashtag for this event #NRAShow, since the beginning and have made some initial observations of engagement by Show attendees and exhibitors.

Before sharing these, a shout-out must go to Paul Barron, for providing a hashtag metric analysis site we could observe. Paul purchased a hashtag tracking service which can be found here for the NRA Show:  http://bit.ly/jOU8JB

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592  –  Number of Contributors to Hashtag

86  –  Number of Exhibitor Twitter Accounts Using Hashtag

506  –  Number of Non-Exhibitor Twitter Accounts Using Hashtag

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14.5%  –  Percentage of Exhibitor Twitter Accounts to Total Tweeters on Hashtag

1019  –  Average # of Followers – Exhibitors Using Hashtag

9 – Average # of Tweets During Show – Exhibitors Using Hashtag

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85.5%  –  Percentage of Non-Exhibitors to Total Tweeters on Hashtag

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4.7%  –  Percentage of Hashtag Tweeting Exhibitors to Estimated # of Show Exhibitors

1%  –  Percentage of Hashtag Tweeting Non-Exhibitors to Estimated # of Show Attendees

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Chalkboarder’s Opinions

Exhibitor adoption, as evidenced by the hashtag traffic, is still in its infancy.

Attendees are not using social media to interact with the Show.

Attendees interacting with Show exhibit hashtag useage rate six times that of exhibitors.

Show management could do a better job of marketing the social web interaction to both exhibitors and attendees.

Exhibitors could develop strategies using traditional marketing that drive potential attendees into the social web before, during and after the Show.

The National Restaurant Show has a clear opportunity to exponentially increase exhibitor exposure (sales opportunities) to attendees using the social web in future shows. Effective deployment of a comprehensive strategy should include:

  • Year round social web engagement by Show management with exhibitors and existing/potential attendees.
  • Provide exhibitors with social web tools to increase engagement between exhibitors and attendees before, during and after the Show. Such tools might include:
    • Traditional marketing “pushes” to the social web connectivity with exhibitors
    • Marketing promotions to attendees by exhibitors to connect in social media, via traditional and social web strategies
    • Provide an online database, searchable by product/service category, for visitors to the Show website to find exhibitor social web accounts – significantly prior to the Show

Wrap-up

Nothing beats getting face-to-face at a tradeshow. Social media, conducted well, considerably leverages the opportunity to bring exhibitors and attendees together during a Show. Exhibitors and attendees who have connected and conversed prior to actually meeting at Show time, make the most efficient use of their time, leading to other potentialities to present to both attendees and exhibitors.

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Notes on Data

1. List of Identified Exhibitors Using the Hashtag

Top and bottom four not used in calculations.

Twitter Account            # Followers  # Following  # Tweets

nutrilabeling                  0                  0                   67

jamesoneida                 5                  16                 12

epicuredigital                6                  5                   73

hubertco                       7                  0                   0

99apps                         25                 0                   24

vinnyoneida                  25                 85                 28

chicagobuffets             27                 87                 80

pepsicofoodserv          36                 259               24

compelcart                   41                 91                 296

winecrusader                 43                 37                 283

manualsolution              54                 103               29

adstonature                  58                 138               64

getpunchh                    65                 76                 148

mccormick4chefs          76                 80                 103

olo                               80                 63                 70

tlpriest                          85                 121               97

magictradeshows          99                 200               211

smrestaurants               130               218               188

culinitweets                   132               138               94

merchantware                136               302               110

expion                          137               41                 292

vollrathco                     151               101               221

finelinesetting               156               421               503

bungemoe                    169               222               269

hennypenny                  174               217               585

scotsmanice                 210               249               312

wineshowcasemag        233               755               4

squirrelsystems             236               455               156

grecian_delight             240               256               505

nrnjobplate                   241               153               1124

usfoodservicesf            257               516               439

ifanca                           258               300               351

cobblestoneoven          263               1172             98

capitolcups                   267               420               823

hospitalitypads             281               1003             33

intlspices                      295               950               80

chefbigshake                320               199               186

wineshield                     323               761               209

idahoanfoods               358               733               328

hobartcorp                    366               190               617

digitalmenubox             374               1012             440

fishbowljoe                   376               482               594

back2scratch                392               313               1289

thermapen                    428               477               480

heartlandhpy                 433               398               673

peoplematterceo           466               362               1029

tsbrass                         467               471               530

turtletransit                    471               942               91

wasserstrom                 480               676               871

oneida_ltd                    507               273               162

gpprofessional             508               678               960

monkeydish                  538               502               741

ssproducts                   540               1999             397

shomack12                   562               746               2980

rewardsnetwork             675               426               792

loveandquiches             691               1042             1048

socialgrub                    755               1263             163

dietzandwatson             758               996               667

openmenu                    786               1469             2237

fohbohgal                     877               488               4488

laudividni                      879               455               861

anchorhocking              881               885               2003

hospitalitysoc               937               1999             47

hospitalityrew                951               2000             30

graciousgourmet           1068             2003             1320

rubbermaidcomm          1186             325               190

fastcasual                     1307             389               1132

safeeggs                      1344             1676             1620

wileycooks                   1405             921               822

calphalon                      1561             1230             250

nrnmarketing                 1796             697               503

flatoutbread                  1926             1848             4778

viennabeef                    2315             1023             2170

eatsauca                       2343             113               75

fishbowlinc                   2514             1892             364

fohboh                         2721             1392             2767

herbalwater                   3563             3290             1644

activeion                       3653             3190             1144

communitycoffee          5626             2741             1539

wheresauca                   7278             90                 2736

elischeesecake             8404             8549             5598

emmaemail                   8709             1516             2342

googleplaces                28159           26                 924

yelp                              43375           98                 1847

livingsocial                   49668           3611             8958

pepsi                            68496           42227            3190

 2. Identifying Exhibitors that were using the hashtag was conducted by reading the tweetstream. A few of the accounts were not “official” exhibitor accounts, but either identify themselves in their Twitter handle, bio or by tweeting that they were exhibiting for a company they work for and gave a booth number.

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April 30, 2011

Social Media Profession Saturation?

Is the profession of social media becoming competitively saturated?

Early adoption of social media led to great communicators becoming industry leaders as social media professionals.

Communicational icons, such as Amber Naslund, Brian Solis, Paul Barron and Chris Brogan sprinted out of the gate, blazing a new industry called social media.

As the growth of social media has exploded, giving rise to official professional associations such as Social Media Club and educational programs such as “boot camps” and Portland State University’s Digital Marketing Strategies Certificate, leaders in this industry – the true professionals – have eschewed monikers such as “guru”, distancing themselves from too-narrowly focused “ninjas” and those out for a quick buck.

In a conversation last week with a significant franchisee of Papa Murphy’s Pizza brand (with tens of locations and direct corporate HQ relationship), it was shared that they are approached three or more times a week by so-called social media professionals, offering to “build them a Facebook fanpage”. The franchisee laughed in frustration, stating they had established a strong gate-keeper, because nearly all of these approaches were unable to provide the metrics ability businesses require.

On another front, the critique of traditional public relations and marketing firms was heavy over the last few years – that they didn’t “get” social media. With these traditional communication providers unable to advantage social media for their clients, the clients turned to either outsourcing or handling it themselves. As recently as December 2010, I was approached by a national public relations firm seeking a statement of Chalkboarder’s social media abilities – that they could subcontract for the benefit of their clients. Many of these communication firms have now put serious investment into gaining that social media knowledge in the last 18 months.

My question is this: as traditional public relations and marketing firms increasingly offer skilled social media services to their clients, does this reduct the opportunities for other talented communication/social media professionals? Are brands going to return to their public relations/marketing firms that they have had prior relationships with and eschew social media professionals that “got it” early on? Is the industry becoming crowded? Is there value to membership in a social media professional association like Social Media Club versus more traditional associations like the American Marketing Association or Public Relations Society of America?

An additional question would be – how can brands determine the true reach and effectiveness of social media service providers?

Jeffrey J Kingman, CEO – Chalkboarder

December 19, 2010

Presenting in the Ignite Style

A Different Way to Present Concept


This past month, I was invited to participate in Portland State University’s Digital Marketing Conference Ignite presentations. Having never presented in the Ignite style, I decided to research effective methods of communicating in this presentational mode.

For those of you who have never done nor seen an Ignite presentation, it works like this. Presenters get five minutes for their topic and provide twenty powerpoint slides. The slides are assembled into one combined presentation and they auto-flip every fifteen seconds.

This means, as the presenter, that you can’t control the advancing of your topic slides – they change every fifteen seconds. Talk about presenter pressure! I already knew that I wanted to talk some smack to the USA restaurant industry and did some research through Google and YouTube on effective Ignite presenting skills.

The key lessons I learned from this research (which caused me to chuck my first draft) were these:

  • Go thematic. When preparing your presentation, stay in a generalized topic, meaning, don’t try to push a lot of details.
  • Use imagery. The slides are there to reinforce what you are speaking too.
  • Put tiny clues into your slides to keep you on topic; maybe one or two trigger words.
  • Be a storyteller. Structure your five minutes like you were telling a story to peers at happy hour.
  • Stay away from a bulletized presentation style.
  • Practice, practice, practice. Stand in front of bright lights when you practice. Don’t worry about messing up – in fact, what counts is your ability to recover if you get stuck.

Here is the Youtube video of my Ignite presentation at PSU’s Digital Marketing Conference 2010. I planned my target audience to include social media, as a way to get exposure for Chalkboarder. Mind you, by mid-way through my presentation, my microphone hand was noticeably shaking. It had been nearly thirty years since I was on a stage that size with lights that bright.

Another of my favorite presenters from the day…

Paul Ting: Add Some Australianisms to Your Social Media

I want to give props to everyone who organized and ran Portland State University’s Digital Marketing Conference, especially those involved in producing the Ignite Series. They all worked supremely hard to deliver professional results.

Here are all the other links to the Ignite presentations from that day:

Jennifer Wakayama: Ugly Kitchen Contest
.
Andy Van Oostrum: A Planning Framework for Personalization
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Don Bourassa: Location Based Services for Great Advertising
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Kim Stetson: Digital Organization
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Mary Nichols: Social Media for Product Development
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Matt Selbie: Customer Retention & Marketing
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David Smith: Convert Listening to Revenue
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Taylor Ellwood: Imagine Your Reality Business & Social Media
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Charlie Levenson: Everything I Learned About User Experience
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Bret Bernhoft: Free Tools
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Ayleen Crotty: Customer Superstars
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Jennifer Hancox: Digital Marketing for Restaurants & Bars
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Jeff Simmons: Grassroots Marketing Through Social Media
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Lydia Smith: One Path, Many Ways: The Camino Documentary
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Siouxsie Jennett: Google Adwords vs Facebook Ads
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Mark Brundage:  Building Communities to Create Growth
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Mark Wills: Everything You Need to Know About SEO
.
Kent Lewis: A Path to Retirement Using Social Media
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Kate Ertmann: 3D Trends Marketers Need to Care About
.
Rhiannon West Chamberlain: Social Media & Travel

.

Everyone did a fantastic presentation. I believe for most, it was our first Ignite experience.

October 13, 2010

Early Adopters (Restaurants) Sprint Ahead in Social Media Marketing

A majority of restaurants face serious risk as consumers increasingly shop for dining via mobile devices. A majority of restaurants risk ignoring the opportunity to drive sales by not adopting proven strategies that embrace this societal shift. They run the risk that society will view their late-game entry into social media as non-compelling, boring, or worse, spammy.

Are you using the tools of the social web yet? Even more important, are you doing so with effective and well designed strategies? Are you chatting up your fans/followers about your community, about their interests or about shared passions? Are you sharing local news from your community, such as local events outside your operation?

Brand owners and managers have to consider how entry into the social web is viewed by the broader community. In the last year, effective social web strategies for driving business have shifted. In the early days, simply broadcasting (or “shouting”) daily specials sufficed. Today, that’s considered spam. Jumping on Foursquare and rewarding “mayors” was fairly simple and effective during the newness of their web-launch, but today, if a restaurant simply jumps in without strategy, they’re behind the times.

As the use of social media by American restaurants has progressed, a clear trend has emerged. Those that embraced social media (less than 10%) in the past two years are sprinting ahead in diverse and sophisticated tactics and strategies, while those that held back run a risk of appearing unknowledgeable, un-savvy and “soo” Web 1.0.

Early adopters such as AJ Bombers, a popular restaurant in Milwaukee, Wisconsin, increased their sales by nearly 100% in the last year by effectively using social media. Two of the best food trucks in Portland, Oregon (Whiffies and KoiFusion), attribute 80% of their growth in the last year to effective social media. Success stories like these demonstrate the power and allure of social media strategies for foodservice operators.

In a study published last fall, Chalkboarder analyzed the “virtual ease of entry” (how easy it is for a new or existing customer to enter your restaurant virtually) into 2200 popular restaurants in fourteen major markets. One year ago, less than 10% had adopted Facebook, less than 6% had adopted Twitter and less than 2% were blogging. Of the 2200, less than 65% even had active websites. The base information of Chalkboarder’s study was confirmed a few months ago by Fast Casual Alliance, who hired Forrester Research to do a similar assessment. The numbers haven’t changed in a year.

Statistics from Socialnomics paint a vivid picture of the opportunity the social web offers this industry. Fifty percent of the world’s population is under the age of thirty; ninety-six percent (96%) of these millenials have joined a social network. One out of eight USA married couples met through social media. Eighty percent of companies use social media for recruitment. The fastest growing segment on Facebook is females aged 55-65 (household decision makers). Fifty percent (50%) of mobile social web traffic in the UK is on Facebook. Youtube is the second largest search engine in the world.

There is still massive opportunity to reap the benefits of social media. Fundamental strategies of talking online with fans/followers, publishing community news and sharing features on your distinctive brand proposition — apart from the food and beverage — are the main drivers. Build on these fundamentals and sustainable community happens.

For restaurants that have not adopted social media, caution and research is in order. Avoid the risk of bumbling your foray into social media by seeking consult with a reputable social media strategist (perhaps over a few dinners in trade). As with any new-course business strategy, observing and researching a definable course takes a little time, but the return is measurable.

 

June 29, 2010

Chalkboarder’s New Look..

We launched a new look to Chalkboarder yesterday, reformatting our main site (here) and re-launching another site Chalkboarder News.

Chalkboarder 2010

Chalkboarder News is our company and client newswire service. We’re sharing everything we post for our clients (and for us) there as it happens. We’d love for you to check it out and if you wish to stay abreast of current developments, please subscribe or RSS feed.

We’re using our main site here to discuss relationship engineering, social media, the evolution of the social web, customer service, organizational sustainability, brand concept and development and my favorite topic – building and nurturing organizational villages.

Our relationship engineering team includes Bill Bridgmon (VP Sales), Matthew Vitorla (NE Reg Sales), Jennifer Collins (SE Reg Sales), Judith Smith (Editor) and myself. I anticipate you’ll see an noticeable uptick in activity here at Chalkboarder.

Jeffrey

June 29, 2010

A New Look

Chalkboarder Logo

Yup… summer’s here – and with it, a whole new feel for Chalkboarder.

May 1, 2010

Facebook and what the new changes mean to the restaurant business

Facebook and what the new changes mean to the restaurant business. A podcast.

This week I was humbled and honored to participate in a podcast hosted by Paul Barron (@paulbarron), Publisher of Fast Casual Magazine. The other participants were:

Carri Bugbee (@CarriBugbee), Andrew Pascal (@ARKFoodie), and Nash Sherchan (@iRestaurant)

It was deep and enlightening to be a participant.

Jeffrey

From Paul Barron’s blog Social Coco:

What a great forum with some awesome people to discuss the recent changes at Facebook and how this may affect the restaurant business.

Joining us today: @iRestaurant @CarriBugbee @JeffreyJKingman @arkfoodie

Facebook released a variety of changes at the most recent F8 Conference.

From the Huffingtonpost:
“Having built one of the Web’s most popular hangouts, Facebook is trying to extend its reach through new tools called “social plug-ins.” These enable Facebook’s users to share their interests in such products as clothes, movies and music on other websites. For instance, you might hit a button on Levis.com indicating you like a certain style of jeans, and then recommend a movie on another site. That information about the jeans and the movie might be passed along to other people in your Facebook network, depending on your privacy settings.”

Listen in on some great ideas and commentary from experts in the restaurant industry speaking on the impact of Facebook.