Fancy Food Show… Again? Oh Yes!

summerart_jpg_247x206_crop_upscale_q100 My feet and my belly are have just about recovered from a full day at the bi-annual Fancy Food Show. Since living in San Francisco, attendance at this B2B show has become an annual ritual for me. The east coast show is typically held in New York every summer and is about three times larger than its west coast counterpart held in January. With nearly 2,500 booths showcasing food and beverages from around the world, meandering through the aisles tasting samples can produce equal amounts tantalizing delicious “omg” and nauseating “eww” moments. No spitting allowed that would be simply rude; the trick is to have plenty of tissues on hand!

 

Lists of what’s hot and what’s not are popping up across the Internet from mainstream media like CBS , and the New York Post to blogs like National Eater. The folks at epi-log  cite the dubious presence of bacon in everything, unnecessary semi home-made products and flavored waters on their worst list. Chocolate covered sunflower seeds, cheese crackers, chocolate for wine, ecological honey, natural ketchup, gluten-free chips rank among their new favorite things.

Well, everyone has their preference and everyone’s list will vary – which is why there were over 180,000 products exhibited at the show in the first place! If we all had the same palettes there would be no food industry to speak of or blog about. There’s such a vast array of foods – the idea of making a list is a tad overwhelming. For me I try to ascertain the overall trends – the big picture stuff!

Before I ventured into the halls, I looked at the floor plan and was amazed to see the size of the Italian Pavilion (companies can choose to be assigned to booths along their compatriots under a national Summer fancy food Italybanner); despite the emergence and growing popularity of food and wines from Spain; Americans are still  enjoying their love affair with Italian food. Of note too was the increased presence of their Mediterranean neighbors from the Middle East (Cyprus, Jordan, Palestine) and North Africa (Egypt, Tunisia and Morocco). Indeed Africa had quite a large pavilion while Australia and New Zealand were absent at least on the national level.

(credit www.i-italy.org)

This year, the overwhelming take-away was that if your product is not all natural, organic, gluten-free, whole grain, vegan, zero trans-fat, sustainably produced, anti-oxidant rich or any combination of the above then you might as well close up and go home! Florence Fabricant in her weekly New York Times column agrees makes a similar observation and comments on how the divide between ‘healthy’ and “fancy’ food has become blurred. Maybe they need to rename the show “Healthy Food Show” or better yet “Silly Food Show.” Seriously? It’s food people…food that we eat because of how it tastes! Yes there are people who have serious food-related illnesses but the amount of non-taste claims on packaging these days makes you wonder what has become of real food.

This year I noticed an absence of the “mom and pop” style brands – the down-home, made in my kitchen products that despite their hokey branding taste great and the folks behind them inspire you with their passion. Did the recession get the better of these companies or have they upgraded their branding?

On the quirky side, there were a lot of toothpaste-like tubes showing up in surprising places. Cocktail anyone? Make mine a gin and tonic please. Almond butters, cheese spread, Korean sauces  and umani paste, were a little less weird uses of this “bathroom” packaging.

Finally one noticeable trend (I saved the best for last) was that exhibitors were saying attendees were placing orders! The world of specialty food is very susceptible to economic down turns so if retailers are buying, it suggests that consumers are loosening their purse strings and that’s good news for all us! And good eats too!

PS Okay so I gotta share my new favorite find; John Kelly truffle fudge bars – rich, creamy tuffled chocolate bars in scrumptious fresh flavor combinations.  The long bars are a novel format; made for sharing, sliver by decadent sliver. Go to www.johnkellychocolates.com to see for yourself. They are based in Los Angeles and I wonder how close to our LA office they are and will I have time to shop when I visit next month.

 

Is It An Addiction or Just Being Practical?

by Mike Mulvihill

The following article by Robert J. Samuelson appeared in the Washington Post on January 21, 2010. The tone of the article is a bit political for my taste, but the facts address many of the realities about our nation’s “addiction” to traditional energy sources and speaks to the reality that we’re not about to change that dependence in the near future. So, in the spirit of many of my prior posts, let’s find a way to use our current energy sources more efficiently, while we develop alternative fuel sources.

Obama’s Energy Pipe Dreams

by Robert J. Samuelson

“For decades, we’ve talked and talked about the need to end America’s century-long addiction to fossil fuels. . . . Time and time again, the path forward has been blocked — not only by oil industry lobbyists, but also by a lack of political courage and candor.”

– Barack Obama, June 15 address on the BP oil spill

Just once, it would be nice if a president would level with Americans on energy. Barack Obama isn’t that president. His speech the other night was about political damage control — his own. It was full of misinformation and mythology. Obama held out a gleaming vision of an America that would convert to the “clean” energy of, presumably, wind, solar and biomass. It isn’t going to happen for many, many decades, if ever.

For starters, we won’t soon end our “addiction to fossil fuels.” Oil, coal and natural gas supply about 85 percent of America’s energy needs. The U.S. Energy Information Administration (EIA) expects energy consumption to grow only an average of 0.5 percent annually from 2008 to 2035, but that’s still a 14 percent cumulative increase. Fossil fuel usage would increase slightly in 2035 and its share would still account for 78 percent of the total.

Unless we shut down the economy, we need fossil fuels. More efficient light bulbs, energy-saving appliances, cars with higher gas mileage may all dampen energy use. But offsetting these savings will be more people (391 million vs. 305 million), more households (147 million vs. 113 million), more vehicles (297 million vs. 231 million) and a bigger economy (almost double in size). Although wind, solar and biomass are assumed to grow as much as 10 times faster than overall energy use, they provide only 11 percent of supply in 2035, up from 5 percent in 2008.

There are physical limits on new energy sources, as Robert Bryce shows in his book “Power Hungry: The Myths of ‘Green’ Energy and the Real Fuels of the Future.” Suppose an inventor “found a way to convert soybeans into jet fuel,” Bryce writes. “Even with that invention, the conversion of all of America’s yearly soybean production into jet fuel would only provide about 20 percent of U.S. jet fuel demand.” Jet fuel, in turn, is about 8 percent of U.S. oil use. Similarly, wind turbines have limited potential; they must be supported by backup generating capacity when there’s no breeze.

The consequences of the BP oil spill come in two parts. The first is familiar: the fire; the deaths; coated birds; polluted wetlands; closed beaches; anxious fishermen. The second is less appreciated: a more muddled energy debate.

Obama has made vilification of oil and the oil industry a rhetorical mainstay. This is intellectually shallow, if politically understandable. “Clean energy” won’t displace oil or achieve huge reductions in greenhouse gas emissions — for example, the 83 percent cut by 2050 from 2005 levels included in last year’s House climate change legislation. Barring major technological advances (say, low-cost “carbon capture” to pump CO2 into the ground) or an implausibly massive shift to nuclear power, this simply won’t happen. It’s a pipe dream. In the EIA’s “reference case” projection, CO2 emissions in 2035 are 8.7 percent higher than in 2008.

Rather than admit the obvious, Obama implies that other countries are disproving it. “Countries like China are investing in clean energy jobs and industries that should be right here in America,” he said in his address. If China can do it, so can we! Well, whatever China’s accomplishing on wind and solar, it’s a sideshow. In 2008, fossil fuels met 87 percent of its energy needs, reports the International Energy Agency. Coal alone accounted for 66 percent. China represents about half of the world’s hard coal consumption. Usage grew 10.7 percent annually from 2000 to 2008.

The outlines of a pragmatic energy policy are clear. A gradually increasing tax on oil or carbon would nudge people toward more energy-efficient products, including cars. Any tax should be part of a budget program that includes major spending cuts. This is a better approach than the confusing cap-and-trade proposals — embraced by the House and the administration — that would inevitably be riddled with exceptions and preferences. Finally, research and development should search for cheaper, cleaner energy sources.

Meanwhile, it’s imperative to tap domestic oil and natural gas. This creates jobs and limits our dependence on insecure imports. Drilling advances have opened vast reserves of natural gas trapped in shale. Human error and corner-cutting by BP seem the main causes of the spill. Given the industry’s previously strong safety record, Obama’s six-month moratorium on deepwater drilling isn’t justified and should be shortened. It’s not industry lobbyists who sustain fossil fuels but the reality that they’re economically and socially necessary. A candid president would have said so.

 

LinkedIn: No-Nonsense Network for High Power, High Influentials

By Priya Ramesh (@newpr)

Reid Hoffman, Founder, LinkedIn

In Apple’s words, LinkedIn is “a no-nonsense site with little visual fluff and few distractions, it provides the perfect venue for busy professionals who have little time to spare.” With 70 million users and over 1 million company profiles, LinkedIn was co-founded by Reid Hoffman and Jean-Luc Vaillant to help us build and manage our business relationships. I am sure you are quite familiar with the basics of creating a professional profile on LinkedIn and connecting with your peers in the industry. If you need a refresher on how to effectively leverage LinkedIn, I recommend glancing through Guy Kawasaki’s “10 Ways to Use LinkedIn.”

Why is LinkedIn a non-nonsense network?

When the premise of creating a profile on a network is centered on making professional connections and showing off your business portfolio, that right there closes the door on mindless conversations, updates and tweets that don’t serve a business purpose.  The main reason why B2B “likes” and “friends” LinkedIn is because it’s over 70 million users are focused purely on business talk and the network enables them to do just that. The average age of a LinkedIn user is 43 with an average household income of $107,000 and at the least a college degree, if not higher.  Doesn’t this also fit the background of key decision makers in B2B environments?  

Are you capitalizing on these LinkedIn features for your B2B conversations?

If you could just do three things on LinkedIn to further your B2B marketing, I recommend doing these to expand your reach:

1. SHARE:  Your LinkedIn homepage features the “share” functionality just like the Facebook status bar. By using this feature, you can share a hot industry topic that’s on everyone’s minds, share your company’s latest announcement or simply post a question pertaining to your market to get instant feedback. This SHARE feature helps you to stay fresh in the minds of your key stakeholders who I bet are on LinkedIn. What’s even better is that you can cross promote your LinkedIn updates on Facebook and Twitter and vice versa.

2.  Group Engagement: If you just maintain a profile and add connections on LinkedIn, you have missed the whole networking aspect of LinkedIn Groups. Thousands of professional groups representing a huge variety of interests (IT, Public Relations, Online Marketing, Social Media, Human Resources, Non-Profit etc.) give you the opportunity to stay on top of leading trends within your professional track and stay connected with your peers in the same profession. For e.g. a software developer should try to identify groups that focus on the same challenges and solutions that their market space addresses and engage effectively with those groups. It’s as simple as playing Beethoven in-front of an audience that understands and appreciates the classics versus playing it to an audience that has no clue what you are talking about.

 3. LinkedIn Answers: Much like the Yahoo Answers forum, I like this feature where anyone can ask a question about a particular topic to the entire LinkedIn membership. The “Answers” function is a great way to get feedback and feel the pulse of your business community in real time. If you are a smart B2B marketer, you would try to answer questions that specifically apply to your business, consulting or service and position yourself as a thought leader in your space. So it’s not as much about posing the right question to your LinkedIn community but the real deal is in answering questions that make you look smart and experienced in your space.

Here’s how a supply chain management company, Kinaxis uses LinkedIn to get infront of its target demographics. Ray Schultz blogs about how Kinaxis has seen ROI from social media specially LinkedIn. Kirsten Watson, director of corporate marketing for Kinaxis says, “ Kinaxis took Forrester’s recommendation to go where the fish are. That meant finding supply chain groups on LinkedIn. We watched content, seeing how active people were, how many were actually engaged. Out of many groups, we settled on 46. From there, the company syndicated its blog, and posted links to its content library. It posts often on core topics, drawing dozens of comments per day. It’s important to stay on top of them. In addition to finding ideas for content, the company gets a “sense of what’s going on in the marketplace. The value we gain is multiple.”

Connect with Chuck Hester, author, speaker and LinkedIn maven to learn how to use LinkedIn for B2B. I had the privilege of attending Chuck’s session at the New Communication Forum in April this year and he vowed us by showing the different ways to connect and engage startegically on LinkedIn. His blog, “The Pay It Forward Chronicles” is a great read for LinkedIn strategies.  

If you have a LinkedIn success story to share, we want to hear from you. Let’s stay connected in a meaningful way with LinkedIn!

 

Rolling Stone War Journalism: Does it Expose or Reflect Army PR?

I thought I could just let it go that the great rock-and-roll paper of my youth turned into a slick magazine. But, the editors broke a story about Goldman Sachs profiting from/causing every stock market crash since the 20s - great journalism, even though it was one of those ”do ya think?” stories (who would have guessed this of our friends on Wall Street?). Then, they find one of their own hired hands stuck in a travel delay with a big-time U.S. General, and the resulting story causes all hell to break loose. Wha? From the Rolling Stone?

General McChrystal

“Our specialty for years has been long-form journalism, deep reporting and politics. I’ve had a strong passion about having a say in national policy,” the ever-modest Rolling Stone founder Jann Wenner told The Washington Post’s Howard Kurtz this week. Well, he certainly got his wish. General Stanley McChrystal, arguably one of the best warriors of our time, and one who gained respect from our allies (”Where McChrystal Led, Britain Followed” – Robert Fox), was canned.

Say what you will about Obama losing control of the Afghan policy. Or about the incredible arrogance of the staff around McChrystal in spite of the modest success the surge has brought.  What’s interesting to me is the a) total collapse, or b) expert execution of Army’s public relations machine around this media relations disaster/victory. I am not a conspiracy theorist, nor do I believe that some folks are as smart as they say they are, but this mess leaves me firmly of two minds.

Some part of me wants to believe that it was just serendipity that brought RS freelancer Michael Hastings together with McChrystal for a visit that began with two days and morphed into about a month – stranded in Europe by the Iceland volcano, traveling to Berlin together and then on to Kabul. In this version of my public relations analysis, I could see Army Public Affairs challenged by the extent of the accidental access, possibly, or not having the right seasoned veteran traveling in the public affairs capacity with the McChrystal posse. A few beers, an unobtrusive tape recorder, some “aw shucks” leading questions from a skilled reporter, and BAM!

The Christian Science Monitor’s Christa Case Bryant, has posted a great story “The McChrystal Rolling Stone article: the story behind the story” on the subject of Hastings, who is not one of those  reporters that strive for balance or objectivity by his own admission (this is in the great Rolling Stone tradition). So, the Army PA folks saw some red flags, you would hope. This reporter couldn’t have snuck up on them with his press credentials from a generally anti-war publication, my reasoning goes.

“Public Affairs fulfills the Army’s obligation to keep the American people and the Army informed, and helps to establish the conditions that lead to confidence in America’s Army and its readiness to conduct operations in peacetime, conflict and war,” says the Army’s website. I wonder if the savvy Public Affairs leader Brigadier General Lewis Boone had his own “aw, s***” moment over morning coffee or evening cocktail when he got the news of this breaking story?

The other part of my brain, the more political and sinister, sees in all of this some potential that the General is pushing  back against civilian control that is a key cornerstone of our democracy.  What if this was part of a public relations plan to further paint President Obama as generally incompetent in all things war-related? I’m a little wary of raising the issue, but could it be that this unusual access to the General was planned, and that the comments by his staff were made generally with the permission of the head man in charge (with him adding some spice of his own to the mix)? This probably wouldn’t be the first time that such political machinations have been attempted, I think.

Just to take it one more step on down this path, General McChrystal is going to get a massive payday for his book, just like Octamom or any of a number of self-made celebrities. He had nothing else to prove in the Army, and I’m going to assume the pension is secure. Why not create a little celebrity notoriety that will play well with a large number of the folks back in the states?

Regardless of what is appropriate in the chain of command, there are plenty of people who would be OK with insubordination to this president, the General may have reasoned, and some of them are in a position to offer him vast riches. Being ousted in a tilt with Obama certainly will warrant a good look by Fox News (see News Hounds posts) for an analyst position, at the very least. And, what about the compensation and lifestyle for a celebrity General? He can receive pension benefits if he leaves the military, and enjoy the largesse of capitalists of all stripes, in jobs ranging from technology and manufacturing to media. Boards of Directors, interviews out the wazoo and lofty op-ed pieces all await him.

Celebrity-seeking PR smarts or naive miscues? We’ll see soon.

 

How Hospitals Can Battle Comment Trolls – and Win

Image originally found on Everest Career Education Network website

By Jenn Riggle

Organizations may not be afraid of the big bad wolf, but they’re scared to death of the “comment trolls” who terrorize news sites and blogs. You know who they are – the angry townspeople with torches and pitchforks on a witch (or hospital) hunt.

These online attacks are a major cause of heartburn for hospital execs. Not only do they happen in their own backyard, they involve social media — an area where hospitals are still trying to get their bearings.

But they’re not alone. Newspapers across the country are battling these ill-tempered trolls. According to The Washington Post, some of their news sources are hesitant to be quoted in articles because they’re afraid of negative comments.

The New York Times took a closer look at how newspapers are addressing this issue and quote Arianna Huffington, founder of The Huffington Post, as saying: “Anonymity is just the way things are done. It’s an accepted part of the Internet, but there’s no question that people hide behind anonymity to make vile or controversial comments…As the rules of the road are changing and the Internet is growing up, the trend is away from anonymity.”

As Bob Dylan would say, The Times They Are a-Changin’ – and the trolls better watch out.

Some newspapers, including The Times, have established comment policies and have people who review comments before they’re posted. Others live a little more dangerously and review comments once they’re posted, allowing readers to flag objectionable comments. But more and more, newspapers are requiring people to register before posting comments – even though this information isn’t made public.

Just this week, The Buffalo News made news when it announced it will begin requiring identification from people who want to leave comments on its website. Taking a page from the way newspapers manage letters to the editor, commenters will have to give their real names and the names of their town, which will appear with the comments.

So what can organizations do to clarify misinformation and defend themselves from online attacks?

The important thing is to face these bullies and tell your side of the story. By saying nothing, it looks like no one from your organization is aware of the conversation or that you aren’t saying anything because the information is true. It’s important to join the conversation and set the record straight – even if this is way out of your comfort zone.

Caroline Himmelman talked about how to handle negative online criticism in her recent post for the HubSpot’s Inbound Internet Marketing Blog. Here are some additional things to keep in mind:

  • Not responding is not an option:  Even though this may seem a little risky, not saying anything is even riskier because you’re allowing other people to control the conversation – and manage your reputation. So by addressing these comments, you have two goals: 1) show your organization is aware of the online conversation and 2) explain why the comments are inaccurate.
  • Be transparent:  Be sure to identify who you are and your relationship to your organization. Whether you work in the marketing department or in Emergency Department, be sure to identify yourself. By doing so, you establish your credibility and your value as a news source.  
  • Keep it short and sweet:  Remember you have limited space, so stick to the facts. If you have first-hand experience that something isn’t true, be sure to say it.
  • Wear the white hat:  No matter how angry you are, don’t engage in mudslinging. Leave that to the trolls. The way you address this situation will say a lot about you and your organization, so be sure to stick to the high ground.
  • Don’t get defensive:  By the same token, don’t let your emotions get the best of you and become defensive. Instead, stick to the facts and keep your tone professional. Remember, how you say something is as important as what you say.

By the same token, if there are inaccuracies in the article, don’t use the comment section to vent or call out the reporter. In fact, many papers won’t publish these comments anyway because they don’t want to “distract other readers.” Instead, send an e-mail to the reporter or pick up the phone. It’s important to explain who you are, the article in question and point out the inaccuracy. And while it may be too late change the story once it’s in print, the paper can print a correction and update the online version of the story.

And trolls – be scared.

 

Connecting with Your Tweeps or: How I Learned to Stop Worrying and Love the Tweetup

THE BOOZE BIN

By Pia Mara Finkell (@piamara)

Twitter is kind of like online dating. At some point, you have to meet in person or it starts to get a little frustrating.

There are some conversations that simply can’t be expressed in 140 characters or less. I’m sure this is the case for all social and professional groups, but this holds particularly true within the world of wine. We are a social people by nature, but perhaps have a tendency to become a bit verbose at times. “This wine imparts the essence of the rind of a lemon…nay, a Meyer lemon with just a touch of star fruit.” (Translation: it tastes like citrus.)

While it’s important to express ourselves in writing, and virtual tasting experiences can be interesting and valuable, the pure joy of wine will always be sharing the experience of tasting something wonderful with like-minded people in the flesh.

Tweetups, where a particular cross-section of the Twitter community meets in person, are a valuable tool for bringing an experience or message to life. And because wine is such a sensory topic and is enhanced by social settings, this holds especially true for any wine business owner or marketer. So, from the perspective of the organizer, there are some nice benefits to bringing your conversation on Twitter to life.

There are plenty of good how-tos out there on the World Wide Web (Mashable: http://mashable.com/2009/02/25/tweetup/), but if you’re thinking of hosting your own, here are the top 5 benefits of hosting or sponsoring a Tweetup:

Seattle Wine Girl's Good Advice on the How-to's of hosting a wine Tweetup!

1. Human Touch. Bottom line, it is important to connect. We’re advancing as marketers to use social tools, but in the end, what resonates most with people is people.

2. Deeper Bonds. Tweetups are one of many ways to build upon a huge community of wine enthusiasts within your area. Twitter can make the world feel a lot smaller bringing like-minded individuals together from every corner of the globe, but it is equally important to develop stronger ties with others in your area with similar interests.

3. Thought Leadership. By hosting or a sponsoring a successful Tweetup, you will be viewed as a leader within your industry and in turn, further build your online community.

4. Built-in Focus Group. Getting together a group of your local target audience for a meetup is an inexpensive (venues often discount rates for meetups realizing the power of attracting influentials to their establishments) strategy for attaining valuable feedback on your product or business.

5. The Bottom Line. While it is simply fun to turn the online cocktail party into a live one, it is also a very powerful sales tool. Tweetups are a way for businesses to engage with their respective communities, all of whom are potential customers.

 

A little pillow talk please!

For many years now I’ve been reading contradicting surveys; on the one hand consumers claim they want to eat more healthfully and yet at the same time studies indicate that their food purchases in both the foodservice and retail sectors tell another story. The nation’s obesity rates speak for themselves; according to the American Medical Association about one-third of US adults are obese and the Obesity Association estimates that at least 15% of children and teens weigh too much. Closely related are the soaring rates of diabetes II and the healthcare costs to the nation.

And it’s not like the health and well being of the country’s citizenry has been ignored. Government organizations like the USDA and noteworthy organizations such as American Heart Association and American Diabetes Association as well as food industry non-profits like the Produce for Better Health Foundation all have instigated comprehensive educational programs and who’s to say their combined efforts have not had a positive impact! Actually, isn’t that a scary thought?

Earlier this year, First Lady Michelle Obama announced an initiative to eliminate childhood obesity within a generation; that’s right…one generation! It’s an very ambitious goal but unlike many other projects, Let’s Move actually has set itself a tangible and measurable goal. At the onset of the initiative the First Lady made it quite clear that this was to be a collaborative effort; she said, “This isn’t the kind of problem that can be solved overnight, but with everyone working together, it can be solved.”

And what a collaboration Michelle appears to be building. Earlier this month on June 4th, my Twitter stream was all a flutter with comments from chefs, nutritionists and educators who were all in Washington DC for the launch of Chefs Move to Schools , another piece of Michelle’s Let’s Move campaign.

As I read Rachel Ray’s blog post  on the topic, I thought how clever to bring celebrities on board, after all we do have a celeb-obsessed culture and I couldn’t help but wonder did the program executives at ABC have any idea what the First Lady was planning when they agreed to air Jamie Olivier’s Food Revolution or did they just get incredibly lucky?

As I watched an episode with Chef Jamie expressing his frustration with Huntington’s high school Foodservice Director (apparently his ‘healthy’ lunch menu did not meet the required government nutrition quotas), I was reminded of a former client explaining to me why canned pears in heavy syrup were more popular with school foodservice operators than the healthier option of canned pears in juice; canned pears in syrup enable them to meet the required carbohydrate quota easily

and stay within budget. Ironic uh?

Michael Pollan puts it perfectly “we need a food bill not a farm bill”. That is, we need our government to shift its priorities and make it economically attractive for agriculture to produce foods that are both good for people and our planet so we can all buy and eat healthy food.

Maybe, just maybe, Michelle can have a word with husband to get moving on that!

 

You Dared to be Your Own Boss. Now What’s Stopping You from Starting Your Own Blog?

By Priya Ramesh

For the last seven years of my career as a Public Relations professional, I have had the tremendous opportunity to work very closely with CEOs of startup companies. I absolutely enjoy the “die-hard, let’s do it attitude” that epitomizes small businesses and I am very well aware of what a small business marketing budget looks like. So let me share with you some tips on what makes the most sense for you as an entrepreneur to engage in social media.

If you have been reading my blog posts every Mon here on Buzz Bin, you now know that I am a storyteller. So here I go…my journey in social media began at Approva Corporation, a mid-sized enterprise software developer that specializes in automated compliance and business process management. We were a small marketing team entrusted with the BIG responsibility to increase visibility for a company that competes with the 500 pound guerillas in enterprise software: SAP, Oracle and IBM. I clearly remember the brainstorm meeting when we as a team decided to convert almost 80% of our traditional marketing activities (tradeshows, seminars, press releases and the long list) into online engagement and YES we added a blog to the mix. Audit Trail became Approva’s corporate blog where we could sound off on industry hot topics, stir a conversation with our customers and have some fun in an otherwise not so exciting B2B environment. Within three months of the blog launch, our Google Analytics did all the talking for us in terms of justifying ROI for Approva’s blog. Even better, when we did a win/loss call with a new customer and asked him, “How did you hear about Approva?” The answer was, “Audit Trail, your blog. You come across as a company that knows all about business process monitoring and automated compliance, so we thought we would talk to you.” Hurrah! now lead generation through your blog might seem a little far fetched if you are still considering starting a blog but yes it is possible.

The 2009 State of the Blogosphere published by Technorati (via Search Engine Journal) has some interesting stats that pertain to you as a small business owner:

  • 77% of Internet users read blogs according to Universal McCann
  • 72% say they blog in order to share their expertise.
  • 72% of those who are self-employed and blogging are interested in attracting new clients.

You probably have heard this a gazillion times but I need to re-emphasize one more time, a blog makes perfect sense for a growing company for three key reasons:

1. Low investment with High Rewards: Starting a blog on a WordPress or Blogger platform takes more time and effort in planning the look and feel and content than the actual investment in the platform. If you blog right and blog often, I guarantee your SEO rankings will go up. Check out my podcast with Progress DataDirect Software that shares more insight on how their blog got them into Top-10 Google search results. CRT/tanaka helped Progress DataDirect in content creation for their blog Data Connections and within six months of launch we started seeing an increase in site traffic to their main website plus a steady increase in readership for Data Connections.

2.       Launch pad for Thought Leadership: A blog is that informal, two-way street where you can have a meaningful DIALOGUE with your customers, prospects and industry peers. Traditional communication vehicles like press release, website, print ads etc. only push messages out. A blog can be your medium to share your expertise in a much more engaging and interactive way. Gary Vaynerchuk, a New York Times best selling author and American businessman is the poster child of a small business strategically using a blog for thought leadership.

3.       Real-time Feedback Mechanism: If you are a small company without the luxury of trial and error, you could use your blog to get some valuable feedback from your own community. Test try your new product or service on your blog and get instant feedback from your community. This also shows that you are a company that LISTENS and DELIVERS on what its customers truly need versus what you think is right for them.

Here are a few small business blogs that I think you would like to hear from:  

http://www.startupnation.com/blogs/

http://smallbiztrends.com/

http://www.allbusiness.com/business-planning-structures/starting-a-business/3882-1.html

http://blog.entrepreneur.com/

http://growsmartbusiness.com/

If you are free on June 24th, 1-2:30PM (EST) and would like to hear first hand from top-50 female blogger, Beth Schillaci join us for a tweet chat on “How to effectively blog to market your small business.” You can register for free at http://smallvolution.eventbrite.com.

Do share any tips/success you have had with your small business blog. I heart you for daring to be your own boss!

Image courtesy: 

http://phillymarketing.files.wordpress.com/2008/07/blogosphere.jpg
http://nikkigsblog.wordpress.com/2010/01/25/rainy-days-and-mondays-always-get-me-delayed/

 

4 C’s For A Clean Social Media Score Card

You’re a salesman (or saleswomen) whether you want to be or not. I’m not talking about an elevator pitch or positioning, rather the success of your vision determines how well you can sell it. Insert your cliches about reaching for the sky but with a realistic view on your goal it can be reached – the only limitation is your determination. So what does this pep talk have to do about a social media score card? If you can’t accept that “selling” is tied into every step of progression through life then you can quit reading now.

Recently I have been reading the book “Idea Selling” by Sam Harrison. I have been comparing the ideas presented of “selling” in the book to evaluating the success of using social media to “sell”. Thus the idea of redefining the “score card” mentality from just bigger numbers to meaningful metrics.

The simplicity of the scoring social media struck me since the underlying concept behind it is … communication. The process used to develop an idea and then turn this idea into practical application can also be used to determine the value of social media. In the book there are four metrics to measure an idea by that can be used to determine value on your message:

  1. Clarity – does it meet or solve the problem. In researching the emergence and success of the varied social networks it is quite clear that each fills a particular valuable niche. Such as LinkedIn for business networking, Twitter for short message communication, Flickr for photo junkies or Facebook for taking over the world.
  2. Content – is there substance or prior planning. If you put a message on any social network I guarantee that at some point someone will be able to associate with that message and maybe even respond. The content is what
  3. Creativity – is it original or worth the consideration. icanhascheezburger.com is is a prime example of taking something already known – lolcatz – thus not original, but worth consideration and building an empire from it.
  4. Craft – does it have polish. Twitter is a prime example of crafting a tweet to fit within the 140 character limits and still maintain some semblance of legible communication.

Recently I asked my twitter followers if they thought there is a place or use for single page websites – especially for business. The responses I received back were very close to the book – maybe these ideas aren’t rocket science, but it doesn’t make them any less valuable.

So where does this leave us for measuring? We have to determine the message and goal of communicating first – then calculate the effect that it had to reach this goal. No longer do fluff numbers work, it is time to adjust the metrics we are using to determine success. Social media is proven as the magic recipe for turning customers by quality and quantity. Inviting inquiring minds to experience, solving costumer’s concerns and engaging on a personal level is all social media is about. Salesman training 101 – get to know your customer – to translate for social media it’s getting to know your audience.

 

Social Media Is the Duct Tape of a Hospital Crisis Plan

 

Image originally found on Mr. Jusino’s Web Page

By Jenn Riggle

I’m one of those people who believe in preparing for the worst and hoping for the best. I have a thing for emergency preparedness kits and always keep jumper cables, flares and a first aid kit in my car. I have oil lamps strategically placed around my house and bought a Honda Pilot so that I’m better able to navigate rising waters here in southeastern Virginia.

Maybe it’s a bit of overkill, but having lived through a through a major hurricane and nor’easter in the past 10 years, I’ve learned it’s better to be safe than sorry.

By the same token, hospitals should have their own emergency preparedness kits to help them addresses the different communications crises they’re bound to face. And like duct tape, social media can perform a variety of functions during a crisis, including:

  • Traffic Cop: Traditionally, hospitals have held press conferences and issued press statements when something bad happens. Today, hospitals have a lot more options. They can post statements, videos and podcasts on their website, Facebook page and YouTube account and can use Twitter to post quick updates and phone numbers where the media can call with questions. They can also use hypertext links to point people to where they can go for the latest information. The key is to reach people where they are on the Internet and to answer people’s questions where they asked them.
  • Reporter: Social media makes it easier for organizations to report updates during a crisis. If you have a blog, you can use it to post the latest news or you can create a micro-site where you can answer questions. Like a reporter, hospitals want to be sure they keep people informed and put the news into context. The great thing about social media is that it allows hospitals to communicate directly to the community, rather than having to go through the media.
  • Emergency Personnel: Officials are predicting that 2010 may be one of the worst hurricane seasons we’ve had in recent years. Hospitals have an important role to play during natural disasters and social media can make it easier for them to provide the community with vital information, such as the best way to reach the hospital, whether they need blood donors, as well as how to safely move forward with clean-up after the water recedes.
  • Weatherman: Social media allows hospitals to gauge the temperature in the community during the time of crisis. You can listen to people’s concerns and questions and tailor your messages to make sure they’re relevant. During the Fort Hood shooting, the first thing Scott & White Memorial Hospital did was go on Twitter to find out what people were saying. Listening is an important (and often forgotten part) of social media engagement.
  • Make-up Artist: Hospitals can face a variety of crises, from natural disasters and Joint Commission accreditation to labor issues and CON (Certificate of Need) approval. Social media allows hospitals to put the best face on an issue and put news into context. People are talking about your organization online – and posting comments about your organization on your local newspaper’s website. You need to join the conversation and set the record straight. By the same token, if people attack your reputation on your Facebook page, you need to respond to their comments and not let your opponents control the conversation.

Some things to keep in mind when using social media to respond during a crisis:

Keep it Short and Sweet: Be sure to stick with key themes (rather than key messages) and guide people to your website or blog for additional information. While you want to share important information, if you keep repeating the same messages you end up sounding like the robot in the 1960s TV show “Lost in Space” who kept saying “Danger, Will Robinson.”

Stick with the Same Medium: It’s important to use the same medium to address questions/concerns, i.e. if the questions appear on Twitter, you should respond on Twitter.

Keep Comments Genuine: Although tempting, don’t resort to using an RSS feed. Instead, take shifts to monitor Twitter and Facebook pages and provide responses as soon as possible.

Don’t Be Afraid to Say You’re Sorry: When you were in kindergarten, you learned to say “I’m sorry” when you did something wrong. Nancy Cawley Jean wrote in her Hospital Impact blog about how this can go a long way toward rebuilding trust with your community. There is even legislation being proposed to make the “I’m sorry” clause for doctors a law.

Don’t Let Questions Go Unanswered: And don’t be afraid to over-communicate. You want to answer people’s questions to the best of your ability. And if you can’t share specific information at the time, let them know that as well. The goal is always to be transparent, provide people with the information they need and to help diffuse a negative situation. 

I guess you could say it takes a village … to help hospitals manage crisis communications.