Posts tagged ‘National Restaurant Association’

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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October 5, 2009

chalkARTblast 001 : Chalkboarder.com’s New Weekly Bulletin

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chalkARTblast 001

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Welcome to Chalkboarder.com’s first issue of chalkARTblast! Inside you’ll find ~

  • Our Client’s News
  • Social Web News Clippings
  • Chalkboarder.com News
  • Video Pick of the Week
  • Job Openings at Chalkboarder.com
  • Favorite Blog Posts Last Week

And other goodies we liked from last week J

ADVERTISEMENT

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Customer experience, satisfaction and loyalty are

built from the table up.

Your food, service, management and corporate identity meet the customer in the restaurant. So why wait until customers leave to measure their experience? Through Rewarding Feedback your customers can articulate specific experiences that are important to them. Rewarding Feedback allows your managers to “hear” what customers are saying while they are still seated and at the height of their dining experience.

Rewarding Feedback

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Chalkboarder.com Client News This Week

Rewarding Feedback Inc,

Headquartered in Toronto CAN with a US Sales office in Las Vegas, Rewarding Feedback retained Chocorua Group and Chalkboarder.com to collaboratively strategize and execute market penetration into the USA.

As part of that process, they and Chalkboarder.com are creating an extended eight month social media campaign.

Jenee Halstead

Jenee is in partial retreat for now – working on music and other lifestyle developments. Her newest release, an EP, is almost ready for release. With Chalkboarder.com, Jenee is crafting a holiday campaign and the social web distribution of her new EP.

Tapwater Music

It seems to be the time of year when music groups go into partial seclusion – Tapwater is taking some time off from the road, while their frontman spends a month or so in Africa. We’re really looking forward to his return and sharing new sounds he’s discovered. For Tapwater, Chalkboarder.com is busy building a new website and blog, in addition to developing a comprehensive year long social web strategy.

Savant Culinaire

While Savant Culinaire is a sister company to Chalkboarder.com – or, more of a pet travel project of ours – we think its appropriate to share what Chalkboarder.com is doing on their behalf.

Savant Culinaire is offering a sweet package gastronomic tour of Chile in late March of 2010. Chalkboarder.com is executing the social web networking and promotion of this amazing itinerary.

Chocorua Group

Chocorua Group offers strategic brand and concept development for organizations. They are excited to announce that Rewarding Feedback has retained their services for the next eight months.

Chocorua Group will be assisting Rewarding Feedback with market presence in the USA hospitality and other industries. Stay tuned through Chalkboarder.com for more announcements – such as taking Rewarding Feedback to the following trade shows:

  • New England Food Show, Boston
  • Las Vegas International Restaurant, Nightclub & Bar Show
  • National Restaurant Show, Chicago

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Social Web Clippings ~ Our Favorites From The Last Week

Social Media Today ~ A great article on Best Buy’s recent Facebook snafu. Did they handle it appropriately?

Mashable ~ Mashable reports that Internet Ad Spending in the UK has now topped Television spending.

Mashable ~ We love Mashable’s reporting on the social web. This article lists the 10 Most Romantic Social Media Finds.

Christian Science Monitor ~ CSM is reporting on how Facebook and Twitter are helping the flood victims in the Philippines flee rising waters.

Mashable ~ Five Ways to Make Your Business Transparent. Good reads, good reads.

Social Media Explorer ~ Social Media for a Small Business Restaurant

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Chalkboarder.com News

Employment Announcements

  • Group Creative Director. Searching for a PortlandOR based Creative Director experienced in edgy public relations/marketing campaigns, communications, social web. Must be street and business savvy and “get” cutting edge social media.
  • Chief Technology Officer. Searching for a CTO well and deeply versed in Web 2.0 and 3.0 developments. Must have deep experience in web and mobile applications.
  • Regional Sales Directors. Chalkboarder.com is searching for uniquely qualified persons with established networks, especially in the hospitality industry. Commission based with benchmark milestone ownership opportunities.
  • Social Web Strategists. Searching for talented and creative account managers. Based in PortlandOR. Must be fluent and established in the social web. High personal follower counts are a plus.
  • Human Resource Director. Searching for a talented and savvy HR Director to be based in PortlandOR.
  • Chalk Artist. We’re looking for one unique artist, experienced in the traditional medium of chalk art. Half-time to start. This position is Oregon based and will produce a video-taped chalk art rendering of a Chalkboarder.com’s client message for each chalkARTblast. Videos will be permanently maintained on You Tube and distributed virally. Great opportunity to get your skills noticed.

Negotiations This Week

  • Social Grub. We’re in dialogue with Social Grub on many levels. If we land them, you’ll be first to know!
  • Montana Stock Growers Association. Dialogue should resume again this week. We’re patient with these folks – they’re ranching families that live pretty rurally. We did hear this morning that it had snowed deeply in parts of Montana, so we guess they are pretty busy getting their stock into appropriate quarters.
  • Denominational Capital Campaign Consultancy. This quiet, yet effective consulting group, has approached us for assistance in guiding churches on social media applications. Very intriguing ideas.
  • Subcontracting to traditional PR/Marketing Agencies. We’re exploring two negotiations this week, one with a firm in NYC and the other with a firm in VA. Both are very talented PR/Marketing firms. The VA firm is led by the former Marketing Director of AOL and Mapquest.
  • We’re launching a global social media campaign pitch to one of the world’s most distinctive alcohol brands. We think we’ve got a great idea – and since we’re only one connection removed from the top – an outstanding chance.

Publishing

Jeffrey Kingman, CEO of Chalkboarder.com posts his first article on FohBoh Thursday as one of their ten featured front-page contributors. In it, he’ll explore what the social web could mean for suppliers and distributors in the hospitality industry and how that might increase operator sales volumes.

Additionally, Jeffrey was asked by the magazine Today’s Restaurant to contribute an article for their special May issue devoted entirely to emergent technology.

Stay tuned for information and a link to a webinar on social media that Jeffrey participated in last week.

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Noted Blogs

Paul Barron’s Social Coco ~ Idea Creation for your Restaurant

Progressive Dairyman ~ Seriously, It’s Time to Tweet

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Video Of The Week


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chalkARTblast is produced by Chalkboarder.com

Currently published Mondays. Future publishing will be daily.

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