Chalkboarder specializes in relationship engineering, social business, digital community management and strategic brand/concept development for all categories of organizations.
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?
It takes two to tango is an idiomatic and well-worn expression in the United States. Often spoken when describing personal relationships, it is also used to describe peer or business relationships. As brands have jumped on the social web express, how many have signed contracts with or hired web community managers and assumed that these individuals or outsourced providers can take the ball and run with it, without support?
We’ve learned at Chalkboarder that some clients are a “bear” to fully collaborate with. It seems no matter how many times a week we seek raw content from these clients, it’s damn difficult to get collaboration. The reasons are varied, of course. Some clients are simply so busy managing day-to-day operations that social community management and content production is a big after-thought.
Other clients have assumed that, since they have a community manager, that’s all they need.
I’ve spoken with other social web managers who’ve experienced this as well. One, a mentor and friend, recently told me one of her clients cut short the relationship, stating that they were going to do it on their own. My friend described to me how the former client had, in her estimation, only used her minimally, despite repeated requests for raw content and collaboration.
If you’ve hired a web community manager, are you giving them all the tools and ingredients they need to do outstanding work for you? Take a look at this – don’t assume that just because you hired a manager that the social media show is a wrap. Hiring a web community manager without providing collaboration and raw content is a lot like a restaurant hiring a talented chef into a well equipped kitchen, but then not supplying food ingredients for them to work with.
If you truly desire to take advantage of the social web, you have to provide good quality raw content to your community manager. Better yet – flood them with good raw content. They’ll generate wildly distinctive and effective dialogues, build communities and drive sales if you do.
I’m curious how many other web community managers struggle with this?
Join Paul Barron (@paulbarron), Publisher of Fast Casual Magazine and the USA’s leading influence on social media and the restaurant industry, and Jeffrey J Kingman, CEO of Chalkboarder, on August 11th as we “crawl” restaurants in Portland OR that are effectively using the social web to build community.
In addition, he will be live-streaming the Social Media Club PDX event that night. Details to follow on the live-streaming.
All restaurant, hotel, hospitality, public relations, marketing and social media professionals interested in the application of social web tools, theory and technology for the food and hospitality industries are welcome to join us for this crawl the afternoon of Aug 11th. We’ll announce an itinerary on August 4 via social media.
Please contact Jeffrey J Kingman at (503) 481-2479 or jkingman@chalkboarder.com for additional details.
Tuesday’s front page FohBohist Amanda Hite shared an outstanding video produced by The Economist – titled “Did You Know 4.0 – The Media Landscape”
The video visually and effectively describes the cresting radicalization of mobile and social web technologies that are already changing the Hospitality Landscape. Are you prepared for this tsunami to affect your operations?
How will emergent mobile and web technology change the hospitality industry over the next couple of years? Over the past few weeks I’ve been sharing communications with Nadia Aly of Microsoft, Michael Atkinson (FohBoh CEO), Paul Barron (Fast Casual) and others who are thinking about this topic.
Much of the dialogue here on FohBoh has centered on how operators should prepare for and take advantage of social media and social networking. There’s been less dialogue on how emergent technologies and applications can improve the efficiency, productiveness and financial return for suppliers and distributors. How can the supply/distribution chain quickly assess and implement new web and media applications to provide greater service to operators?
Let’s look at the various sides of emergent technology and web applications in this light.
Supplier/Distributer Social Networks
What are the advantages to a supplier or distributor in embracing social networks like Facebook or Twitter?
• Increased face-time with operators at their convenience.
• Mini-sales campaigns through social networks.
• Paper-less marketing.
• Introduction of new products through social networks and online redemptions.
• Directly engaging suppliers/food manufacturers through the distributor.
I’ll give you an example, based on years as an Executive Chef. My life as a Chef is busy; this you know. I usually do not have a lot of time to meet personally with the Sales Rep. Often; the Sales Rep drops a sell-sheet, which I might just throw in the trash due to my workload.
It’s likely that I am logging into Facebook at the beginning or end of a day. In the future, my full-line distributor has posted a food manufacturer profile; perhaps with a short video showing me the best product they have to offer and explaining it. Maybe that is a new potato product from McCain or a new green To-Go container from someone else. That message might also offer me a deal if I click on a digital coupon to take advantage. The message is there at my convenience and puts me directly into engagement with the manufacturer.
• Delivery Logistics/Announcements
• Short Orders on Trucks
• Last Minute Deals
Again, let’s go to the future for the Chef. Wouldn’t it be great if the transportation director at the distributor could send a Twitter message to me letting me know the truck is an hour or more late (or – broken down a few hours away)?
I’d be thrilled as the Chef to get advance notice early in the day on my Twitter account that the truck doesn’t have the dried mushrooms I ordered; well, not thrilled, but at least the distributor is giving me and my Sales Rep a heads up so we can figure out a solution as soon as possible.
You know, that Twitter message you sent me 4 pm on Ordering Day, about the buy three cases get one free – I might just take you up on that, especially if I could Tweet you back and say put it on my order. Last minute sale, anyone?
I’m sure there are others here who can think of the social network benefits suppliers and distributors could bring to operators.
QR – Microsoft TAG ~ The Next Evolution of Bar Codes
QR / TAG is the next generation of bar-coding. FOHBOH has an example of the FOHBOH TAG on the front page.
Michael Atkinson posted a great article on Microsoft TAG and QR late Tuesday night – pointed at operators. Let’s look at how manufacturers, suppliers and distributors could take advantage of this intriguing application.
What if the Chef could pass his camera phone over a TAG printed on the delivery invoice, get a secure link to all the invoice data, download that data in comma-separated format and import it right into his inventory management software?
Here’s the benefit to the operator. First, transparency and accountability in the inventory process. There’s no room to manipulate the inventory to skew the cost percentages at the end of the month. The only real variable becomes waste. The distributor is the data entry into the inventory, not the Receiving Agent or Chef.
Second, the ending inventory becomes a different process. If the purchases are being put into the inventory equation on delivery and the sales of inventory are being redacted on the sale – at the end of the period a report of what you should have on hand is generated. With that, inventory becomes a process of marking discrepancies (“hmmm, now where did that go?”).
Third, real-time financial data. Instead of the Chef or Receiving Agent physically updating the purchase cost of items, it’s done automatically, creating a financial document, the inventory that is transparent and last cost purchased. How many inventories have you seen where the prices were at least a few months old? With the volatility of markets, how does that reflect an accurate snapshot or report of your financial position?
What about putting a TAG on a head of beef at birth? Some of my ranching friends are not going to be real keen on this idea of trace-back ability. That TAG gets updated with every inoculation or inspection the animal receives. It gets updated when the animal is moved from ranch to feedlot and then updated again when run through the slaughterhouse. The information on the TAG is then shot-gunned to every portion cut with new TAGS. What does this mean in today’s guest-driven market?
• Product Recall – Instant TAG scan of the steaks in the Chef’s cooler with the mobile phone. Chef knows immediately.
• Empower Restaurant Sales – The restaurant can scan the tags on cryovaced portion cuts and inform their customers that the steaks this week are from Bar-O Ranch in Wyoming, grass-fed on prairie grass and fattened in Nebraska. They could even tell their customers when the animal was born. How powerful is that message from the restaurateur to the customer?
Again, the opportunities to use this new technology are endless. A winery could TAG their bottles with tons of specific information. The wait staff could – heck, even the customer could – scan the TAG on the bottle and know the details of terroir, date of harvest and time in cask.
What if the food manufacturer put a redemption TAG on the case delivered to the operator that they could scan with their phone and email in? What if the distributor put a TAG on the invoice informing the operator of special announcements? What if industry suppliers put TAGs on their magazine advertising containing deals or further information – does this mean the end of product request cards that you have to mail in? What if the manufacturer distributed through Twitter or Facebook to distributors a message with an embedded TAG communicating something compelling with a call-to-action? What if a Sales Rep showed a TAG on his phone that the Chef scanned with his, again sharing a message from either the manufacturer or the distributor?
Here is the TAG I use for Chalkboarder.com.
Chalkboarder.com Services MS Tag
Nadia Aly from Microsoft shared with me several other sources for learning about TAGs:
The Social Web, new applications and social networks are creating vast opportunities for unique developments in our industry, not just for operators, but also for manufacturers, suppliers and distributors. The industry engagement across the board is about to explode. All stakeholders in our industry have the opportunity to be incredibly more dynamic, efficient and communicative. How is your organization preparing or strategizing to capitalize on this tsunami?
As always, blog posts here on FohBoh are invitations for engagement and dialogue. We’d love to know what you think about this… got ideas?
Chalkboarder 