Leadership vs Management

Embracing your inner Clark Kent

I was researching some information about what characteristics are found in good leaders when I found an old (2001) article published by the Harvard Business Review. (Click here to see the original article)

As I was reading, I kept asking myself, “am I a leader or a manager?”

This question was quickly followed by, “Does it matter, and if so…why?”

In my role as president of ThirsTea Corporation, I had always viewed my position as “leader.” I mean executing the big-picture, long-range plan for our company (as laid out by the owners of the company, of which I am one,) squarely falls on my shoulders. We (the owners) have a goal for where we want to be one year, three years, five years and ten years from today. And as president, it’s my job to make sure we get there.

I can clearly see the vision in my head. I know where we will be at this time next year. I know the steps we need to take to make sure we get to our goals. I’ve got a great team in place to help make sure everything gets done on time, and correctly.

But according to the HBR article, there are great managers who never become leaders. So again, am I a leader or a manager, and does it matter?

One of the contributing professors used the analogy of “Clark Kent” vs. “Superman”. Clark seemed to be the embodiment of the manager, taking care of the day-to-day stuff and interacting with people on a daily basis. Superman,obviously, was the role model for leadership. He stood for something (truth, justice and the American way) even when he was just standing there with his hands on his hips looking towards the heavens.

Of course the two were actually one in the same. There is no Clark Kent without Superman. Does that mean you can’t be a good leader without being a good manager? Maybe. Although I am sure there are plenty of examples out there of good leaders who were ordinary, or perhaps terrible, managers.

Personally, I’m not quite sure I am there as a good leader yet. I show promise, and I am confident I will get there someday. The cape is in my wardrobe; I’ll wear it one day.

For now…for now I’ll be happy as a mild mannered manager. (One who is apparently amused with alliteration.)

Bonus Question:

Obviously I had to go with the Superman theme for today’s question.

Superman’s Kryptonian name was Kal-el. His cousin, Supergirl, also had a Kryptonian name. What was it?

I -HEART- FOODSERVICE

Recently, someone commented to me that my blogs weren't written 'from the heart'. They also said that my posts seemed too edited, too perfectly composed, and my words too carefully chosen.

This blog is a creative outlet for my seeking knowledge and understanding of the role of social media within the foodservice manufacturing world. Anyone who knows me, knows I am passionate about the foodservice world, specifically the beverage side of that world. So to say my posts aren't from the heart is simply not true.

If my words seem specifically chosen or perhaps too "collegiate", you can either blame (or thank) my father. My dad was the first in his family to attend (and graduate) college. His undergraduate degree was in English Literature, but even before college he was methodical in his writing.

As a teenager, he had a job at the Providence Journal. He worked alongside adult reporters who taught him how to correctly and effectively craft a sentence. Long before spell-check or auto-correct he was thumbing through dictionaries looking up the correct spelling of words. He is gifted, probably from my grandmother, with an unbelievable memory and the ability to recollect EVERYTHING. My younger brother shares that trait with my dad, a trait which apparently skipped me.

I always had to work at my grammar and vocabulary. I still do.

However, one thing I did get from my dad (and I think this is more of a learned response rather than a genetic predisposition), is pride in doing a good job...the first time. From as far back as I can remember until the day I left for the Navy, my dad used to say, "If you're going to do something, you may as well take the time to do it right the first time."

This life lesson was drilled into me frequently, but I would hear it more often when he was proof-reading my school reports. He'd review my work and catch every single misspelling, every wrong word choice, and any grammatical error. (I'm still prone to verb tense changes within a sentence, but I notice them myself more often now.) Then he would tell me to go back and do it right.

Today, mostly because of technology, I make less spelling mistakes and catch more of the blatant grammatical errors. However, I do proof my work several times before I hit send. The first couple of proofs are to make sure the story flows smoothly and ensure the message gets delivered succinctly. My final proof is always done through my "dad-filter" where I look at the work and ask, "what would dad correct"?

Are my posts Providence Journal material? No. Most of the posts aren't even USA Today material.

Will I ever be offered a job as a journalist? I seriously doubt it. But journalism isn't my passion, foodservice is.

Do I write at a collegiate level? Sure, but I am a college graduate. My peers are college graduates. My SEO professional (the aforementioned younger brother with the Mensa IQ) says I should try to write at a "high school" level for the best chance at appealing to a broader audience. Maybe he's right. But, every time I try to write for "broader appeal", I picture my dad marking up my paper and in my head I hear him tell me to "go back and do it right."

Over edited? unOptimized search engine writing style? Grown-up word choices? Sure, I'll accept all those critiques.

But to say my posts aren't written from the heart? No, I won't accept that one. Every final proof of my "over edited" posts are done with my dad (and his lessons) in mind. I'm not sure it gets much more "from the heart."

So dad, if you're reading this, I know when we were younger you sometimes thought I wasn't listening. And actually, sometimes I wasn't. But, the lesson was learned just the same. From my heart, thank you!

BONUS QUESTION

Nancy Wilson, one of the founding members of the musical group "Heart", has ties to cinema. For 22 years, she was married to writer, producer, and director Cameron Crowe. She actually has a cameo appearance in one of his movies where she is credited as "Beautiful Girl in Car." What was the movie?

I will send a gift to the first person who posts the correct answer in the comment section.

A - MUSE - ING

I have some newfound respect for bloggers like Chris Brogan, Seth Godin, CC Chapman, Mitch Joel, Chris Penn, and anyone who posts on a daily basis (sometimes even multiple posts per day).

How do you find the time? Even more important, how do you find the inspiration for your content?

Sure, sometimes it feels like you recycle material from the past, or as someone wrote, “phone your posts in”, but the majority of time your content is educational and/or motivational.

It’s been awhile since I’ve posted. Life, business and travel have interrupted my creative process.

Actually, that’s not entirely true. My creative process has been amped most of the month. I just haven’t been able to direct that creativity to my blogging.

We have a ton of projects going on at ThirsTea Corp. We have initiated a few new projects, and we are close to completion of some more mature projects. It has been an exciting time around our office, but finding the time to complete a post has been nearly impossible.

My situation is not unique. Those of you who post on a regular basis face imilar challenges, I am certain. And yet you still find the time, inspiration and motivation to post.

Your dedication and effort are appreciated. Even if I don’t always agree 100% with what you write, your posts get me thinking about my own situation. And ultimately, THAT benefits me. So, to all of you whose posts I read on a regular basis, even if I didn’t mention you above, THANK YOU for helping me to develop as a better marketer, manager and leader.

Now, where did I leave that muse of mine?

(Photo: The Muse Hotel, New York)

Bonus Question:

Today we’re going gangster, pulling a question from the 1990’s flick “Goodfellas”.

Right after the “funny how” rant, Tommy DeVito (Joe Pesci) shoots someone in the foot. What was the character’s name AND what actor played the character?

This one should be a gimme, but in case you need to cheat, click here for the answer.

SAY ANYTHING

This started as a comment for Chris Brogan’s latest blog, titled “Become the Buyer”, but it quickly got too wordy for the comment section. If you haven’t read his post yet, click here…it will give you the background for this post.

First, let me start by saying “I don’t know Chris personally.” I’ve read his books and subscribed to his blog(s). I’ve followed him on Twitter. I think I even “became a fan of” his Trust Agents Facebook page.

Chris has (indirectly) been a part of my business education for quite some time now. As a result, I have formed a mental image and profile based on everything he has publicly shared. My “view” of Chris may be skewed, and I acknowledge that fact. But, sometimes you just have to work with what you’ve been given.

Most of the time, I think Chris gives pretty sage advice. Social media marketing is Chris’ wheelhouse. He’s also pretty relevant when he talks about the human side of business. When Chris shares insight on those subjects, he does it superbly.

His latest post was focused on SELLING, and trying to get into the head of the transactional buyer. As a result, his post (while well written) may not be the best source of sales information or sales strategy.

In his post, Chris states, “my 'buyer' is a very diverse crowd, ranging from Fortune 10 companies to mom and pop companies.” He further goes on to say, “Unless you’re selling a simple transactional product or service, something that’s throwaway, then it’s vital that you become the buyer.”

First, Chris has established himself as a social media industry leader. He’s written best selling books on the subject. He’s been a featured speaker at events all over the world. He is a contributing writer to various nationally published magazines. And, he owns and operates several businesses within the social media industry.

His “buyer” already knows what Chris is selling…advice and services related to social media. His “success” isn’t from getting into the head of his buyer. His success is from continuously reminding buyers (potential and actual) of the “benefits” he offers.

I would challenge his argument that you have to “become the buyer” by offering that you have to “know who and what your company is from a fundamental standpoint” and you need to “sell your company on the benefits of your products and/or service.”

What makes you, your products, services, or company different from the competition? And why, as a consumer/buyer should I spend my money with you instead of XYZ company?

I have spent my career working on answers to those two questions. Not surprisingly, when we have developed a clear and concise message that allows potential consumers to know who (and what) we are, and how our products can benefit them, we have seen enormous success. When the message is confusing and complicated, usually the path to success is too.

Developing a clear, concise and simple message is no easy task. It takes continuous work, evaluating responses on a regular basis and making changes when necessary.

It’s good to try and put yourself into your buyer’s position, to try and think of how best to get your message across. But, you cannot fall into the trap of selling “you” on your own message.

Too often we become so familiar with our marketing messages that we make assumptions and overlook obvious errors…especially when the message we’ve developed isn’t a simple message.

Simple. Consistent. If you want to break down a successful marketing strategy into two words…those two would be my pick.

Chris, if you’re reading this, let me thank you for your original post. There is no “set” answer for a successful marketing campaign, and I am sure your ideas/strategy work for your set of circumstances. But, I would challenge you to try and approach it a little differently.

Instead of trying to figure out what is happening in your buyer’s mind, focus on the benefits your product/service offer. What makes “you” unique versus your competition? Then go out and sell that uniqueness. If your message is clear, you might notice something interesting…pricing will very quickly become a non-issue, or at the very least a minor issue.

Obviously, this is based on my personal experience over a number of years. Your results may vary, and you may completely disagree with me…regardless, thanks for reading this far.

Bonus Question:

The 1989 movie, “Say Anything”, had one of my ALL-TIME favorite lines…John Cusack’s character (Lloyd Dobler) offers up, “I don't want to sell anything, buy anything, or process anything as a career. I don't want to sell anything bought or processed, or buy anything sold or processed, or process anything sold, bought, or processed, or repair anything sold, bought, or processed. You know, as a career, I don't want to do that.”

Who wrote and directed the movie?

Not sure? Click here for the answer.

THE ZERO EFFECT

The other day I got into a discussion with a good friend of mine about the difference between “making an effort” and the focus on “getting results”. While we weren’t talking about business, the conversation did get me thinking that way.

Personally, I am a results-driven individual. I set goals. I make the necessary effort to accomplish those goals. But, I measure success (business success) by results, not by simply "putting in my time".

I know you can’t achieve results if you don’t make an effort. And, I applaud effort. But effort, without quantifiable results, seems like…well, wasted effort.

For example, let’s say your job is to secure 10 new placements a week. You make the necessary efforts to secure those new placements. At the end of the week, regardless of your efforts, you only make 2 new placements. Can you consider yourself a success?

I think not.

My friend tried to convince me that the “effort” is the important part. I believe the exact words were, “if you focus on the efforts, the results will happen.”

I’m sorry, but I don’t buy this argument. Instead, I believe “effort" without the desired result is…well, hope.

If you focus solely on the effort, without any thought to the results, you are wasting your time. You need to show effort, but that effort has to achieve some result. If the efforts you make are not achieving the desired results, change your efforts.

As someone much smarter than myself once told me, “Effort is the process. If the process is flawed, or if your industry is dynamic, requiring constantly changing processes, you need to focus on results. It’s the results that pay the bills, not the process.”

What do you think? Are the efforts made, more important than the results achieved?

Bonus Question:

I was not a big fan of Bill Pullman, until I saw him in the movie, Zero Effect. His character Darryl Zero, an eccentric (to say the least) investigator is hired by Gregory Stark (played by Ryan O’Neal) to find what object? And, where did he eventually find said object?

(Never saw the movie, or can’t remember? Don’t worry. Click here for the answers…)

IT'S A CLEANSING MOMENT OF CLARITY

I had the wonderful opportunity to meet with several chain restaurant operators recently. IFMA (International Foodservice Manufacturers Association) puts on an annual event called COEX (Chain Operators EXchange Forum).

COEX is a great way to meet and network with lots of industry personnel. Whether or not you successfully pitch a product, the chance to start a dialog and have a conversation with someone (not just a company), is worth the price of admission.

Of course there are the Keynote speakers, the white paper discussions, the industry panel discussions and an awards ceremony, but the real value of COEX (for me) was getting to talk with other manufacturers and operators about the industry.

The foodservice industry faces several large, looming obstacles. Ever increasing requirements under “Food Safety” have several manufacturers scrambling to hire new personnel just to handle the required paperwork.

On the operator side of the industry, new menu disclosure requirements, including caloric content and sodium levels, threaten to disrupt a chef’s creative ability in the kitchen. Instead of creating dishes based on overall taste, or flavor integration, chef’s stand to be limited to certain calorie ranges and sodium content. To me, this is just plain silly…anyone who’s ever cooked knows that salt (whether for good or bad) just makes stuff taste BETTER.

Another hot topic of discussion was the use of social media in our industry. If you’ve read any of my previous posts, you know that I could talk for HOURS about why the foodservice manufacturing industry should embrace social media more than it has to date.

Operators, for the most part, have figured out social media. Better said, operators have figured out that “investing” in a social media marketing campaign is a relatively inexpensive way to reach and connect with your customers. More than once, I heard one operator ask another about Groupon…was it a worthwhile campaign. Not being an operator, or someone who has used Groupon to try and “sell” anything, I can’t personally attest to the effectiveness of a Groupon campaign. What I can say is, after hearing some of the stories being told, I would never utilize them as part of my overall social media marketing strategy.

Over the course of a few days, I got to talk to some great restaurant operators. As my travels allow, I will be dining in their establishments. Why? Because thru the art of communication, I now feel connected to them on a personal level. It has nothing to do with a supplier/purchaser relationship. We talked; we shared stories; we started a “relationship.”

This industry, like most businesses, is about relationships. And relationships can only be formed if you take the time to talk to someone. In a recent post, Seth Godin talked about attending the TED conference and not remembering a single presentation. The reason why? He didn’t attend any. His most memorable moments were the one-on-one conversations with people. (Want to read his entire post, click here)

For me, COEX (like other industry trade events) is about the conversations that take place during the beverage breaks, at lunch, or even during the cocktail hour. These chats can foster new relationships and strengthen existing ones. They allow you to connect with other individuals without the 140-character limit of Twitter or text messages.

Unlike Seth, I am not suggesting you skip the speeches, seminars or break out sessions. The speakers and panelists are sharing some important information, and even if you only glean a few salient points, this “insider” information could help your organization save (or earn) money…usually far more money than the cost of the event.

The foodservice industry is not the social media industry.

There are several foodservice “experts” who can legitimately claim the title of expert. The information they share during their presentations may not change the face of my business, but I have learned from their insight.

For example, Jon Luther (Dunkin Brands), at an IFMA President’s Conference, shared personal insight on rebuilding a brand…taking Dunkin’ Donuts from “It’s time to make the donuts” to “America runs on Dunkin’”. We don’t have the budget he had, but we face a lot of the same issues. I took away some great ideas from his speech, but more importantly it gave me an opportunity to approach him and talk to him one-on-one afterwards.

Do I hold any aspirations that Mr. Luther remembers me? No. But not only do I remember him, I learned from his experience and knowledge. I can’t say I started a “relationship” with him, but I am inclined to frequent his stores more often.

I guess my point is, regardless of your industry, take advantage of the industry conferences and use the networking time to do just that…network.

BONUS QUESTION:

What 1976 movie featured Faye Dunaway, William Holden, Robert Duvall, and Ned Beatty? Hint: The blog title is taken from one of the movie's useless quotes. This should be a gimme, but if not…click here for the answer.

What about the guy you lobotomized? Did he get a refund?

Within the realm of social media, there is a lot of talk about EVERYONE in the organization being a part of sales and marketing efforts. Long before the advent of Facebook, Twitter, or even email, companies were operating under this strategy.

This isn’t a new concept. The tools we use to engage the customer have changed over the years, but the strategy is the same. All great companies strive to exceed customer expectations. That’s how they become great companies.

The process has to start somewhere. I believe it starts with customer service. Our sales efforts have always focused around offering exceptional customer service and customer engagement.

In a sales organization you can either sell on price or on quality/service. If you are going to be the lowest priced commodity out there, customers don’t expect to receive high quality or great service. You are also not going to build any brand loyalty, since your customers are only interested in low price.

As an example, book a trip on a “discount” airline and your expectations are minimal. Hopefully the airline will get you to your destination. Hopefully your bag will go on the same flight as you do. Hopefully the flights will take off and arrive close to the scheduled times.

Now compare that to buying a first class ticket on a full service airline. Where are your expectations now? You expect to be treated a little differently, right?

Well anyone who knows me, or has done business with one of my companies, should expect to receive “first class” service. I expect my employees to treat their clients as if they worked for them and not me. No matter how prepared an organization is, problems come up. How your company/staff handle these problems will either build brand loyalty or brand distrust.

My sales staff will usually handle these hiccups by asking for more concessions than the actual clients would expect.

Since the sales people have the most direct interaction with the customer, we normally go with their suggestions. This level of customer service costs us more money than if we just did the minimum, but, it builds customer loyalty.

It’s not just my direct employees that I expect this level of effort from…I expect it from everyone in the supply chain who “touches” any component of our products. Take for instance our label supplier (Mike @ Labels and Systems). Mike makes ALL our labels and decals. His pricing is competitive, but not necessarily the lowest around. HOWEVER, Mike has bailed me out on numerous occasions…running and shipping labels within 24hours to make sure we didn’t miss a production deadline.

How much is that level of service worth to me? It’s priceless. It’s also one of the reasons I would never think about switching label suppliers.

It’s that extra effort, the things you can’t put a price on, that differentiates between a good company and a great company.

What kind of company would you rather do business with…a good company, or a great one?

Bonus Question:

The title, while also a vague reference towards customer service, is a quote from Arnold Schwarzenegger's movie TOTAL RECALL. Sharon Stone had a very brief part playing his "wife" in the movie. What was her character's name? (Can't remember...click here for the easy answer.)

BOOK REVIEW: THE NOW REVOLUTION BY JAY BAER AND AMBER NASLUND

First, since I am sure there are going to be a slew of reviews for this book from the 75 individuals who were given the book in exchange for a review, let me say I am not one of those people.

Yes, I submitted my name in the hopes of becoming one of the “chosen” few. But in all fairness, I had already pre-ordered my book from Amazon so I wasn’t TOO disappointed.

I read and reviewed this book based on two factors: the usefulness of the content and how easily I could implement some of the tips, tactics and strategies that were provided.

For those who don’t know me, I am not a social media “guru”. I don’t market myself for speaking engagements. I don’t have a book (e-book or otherwise) to promote. And, I don’t offer services to individuals and/or companies.

I own and run a foodservice beverage manufacturing company. We make and sell iced tea concentrates (and some other flavors) to the hotel, restaurant and healthcare community. I’m over 40 (which makes me a digital immigrant) but I firmly believe in social media marketing as a tool in an overall marketing strategy. I encourage my employees to utilize social media during work hours even though as a B2B Foodservice company we haven’t quite figured out the best way to incorporate social media into our strategy. But, we keep trying.

The NOW Revolution is a book I will recommend as a “reference” book to my peers. First, this book is an easy read. By that I mean the language reads like an everyday conversation. Jay and Amber wrote this to make the reader feel like an equal. They didn’t “dumb” down their delivery, nor did they make the reader (me) feel inferior just because I still have to ask questions on how to set up my Google reader dashboard.

Although there is some good information in the beginning of the book, my interest didn’t really get captured until they started their discussion on setting up and administering a social media policy. My company is a small company. We have 11 employees, and although I encourage everyone to participate in social media, we really only have two or three people (including myself) actively participating. So far, because of our numbers, we have not had to worry about a “formal” social media policy. But, as we continue to add additional employees, a formal policy (including crisis management) is something we have started discussing. The NOW Revolution provides great content and resources for us to start our development process.

Another instantly implementable strategy I learned from the book is how to set up listening stations. Right now, we do the basics. We have Google “alerts” and RSS feeds on key words. But, as Jay and Amber point out, there are some missed opportunities and delays if you ONLY use those tools. Thankfully, the authors provide a detailed blueprint on setting up a listening dashboard.

Another item I found incredibly interesting was the internal social media channels. Here is probably where I show my immigrance (immigrant/ignorance: if nobody’s created this word yet, I claim it as mine). I was aware of the instant messaging ability of Skype, AOL chat, even Facebook chat but I didn’t know we could set up internal social media platforms. I can totally see the benefits once an organization reaches a certain size. Our organization doesn’t warrant it at this point, but it is definitely something I will remember as our company grows.

There’s good information on metrics and ROI. They’ve included one of my all-time favorite social media stories – Taylor Guitars. And they offer up lots of tools to use, both free and paid content.

The NOW Revolution is a good purchase and should be in your library. It is not the “holy grail” book of social media for small businesses, but I don’t think that is what the authors were trying to accomplish. Personally, I will use this book as a reference to go back and review new strategies to implement as my organization grows.

If I had one complaint, it would have to be the book jacket. The design used on the jacket immediately brought to mind a religious book. I was sent to a catholic school from kindergarten thru 6^th grade, so I have read my share of religious books. Maybe that predisposed me to my association, I don’t know.

But don’t let the cover fool you. Jay and Amber have done a good job of presenting lots of useful information in a way that is easy to understand and implement. If you run a business that uses or plans on using social media as part of your overall strategy, you should read this book.

If the authors read this review, and I am 99% sure Amber will, please let me know how I can get you guys to send me an autographed copy to add to my personal library.

Again, no bonus questions on book reviews. I PROMISE the Arnold question is coming up next entry, so come back.

I'M IN PASADENA AND YOU'RE NOT...

I am in Pasadena, California. Actually, as I type this entry I am winging my way across Texas en-route to Pasadena. I wish I could say I was there to sell some iced tea concentrates (and indirectly I guess I could say that), but the truth is…

I’m here attending an industry conference called Top 2 Top. The Foodservice Marketers Association, or FSMA, hosts the conference, which takes place over a couple of days…this year in the VERY beautiful Langham Huntington Hotel, Pasadena.

Top 2 Top is a networking event designed to bring foodservice manufacturers (me) and foodservice marketers (we call them brokers) together to discuss challenges and opportunities facing our industry.

This is the first time I have been invited to the event, so I am not quite sure what to expect. All I can say is that spending a few days in Pasadena with foodservice industry veterans is a pretty good gig, and I consider myself very lucky.

Of course, one of the items I am most interested in discussing is the use of social media in our industry. More and more of the foodservice industry is heading online, which I believe is a good thing. But are we heading online simply to BE online? Or, are we being effective in our social media efforts?

Obviously, there are some foodservice companies and brands that are doing well in the social media universe. And of course there are some that maintain an online presence and do nothing with it.

My company (ThirsTea Corp) has only scratched the surface on our social media strategy. There is a lot we still need to do to try and engage our customers online. Eventually we will get there, but I am cautious to make sure our online efforts support our traditional marketing efforts.

Top 2 Top is about more than just industry networking and my social media queries. It is yet another chance for the foodservice industry to meet and discuss the challenges and opportunities facing our industry.

It’s no secret that the foodservice industry has been hit hard by the country’s economic situation. The industry has been affected by rising ingredient and packaging costs, high labor costs, and relatively low margins.

Manufacturers have had to absorb rising ingredient and packaging costs over the last two years, afraid to pass those costs on for fear of losing portions of our client base. We have had to deal with rising distribution costs in the form of higher outbound freight. And, our cost to market our products to foodservice operators has increased as well.

As a result, manufacturers have had to get creative in finding ways to reduce costs and/or become more efficient in our ordering, warehousing and manufacturing processes.

In our very specific niche of the foodservice beverage industry, we have started seeing signs of economic improvement…slow, small signs that the financial health of our industry (and also that of the country) is starting to improve.

Over the next few days it will be interesting to see if others in my industry have seen similar improvements in their segments, or maybe my optimism is just filtering my perception like light thru a prism.

In any event…I’m in Pasadena and you’re not.

Bonus question:

I promised an Arnold question, but the fact that I am in Pasadena could not be overlooked…so…

“The Little Old Lady from Pasadena” was recorded in 1964, by Jan and Dean. How high up did it get on the charts? Don’t know the answer? No worries. Just click here for the answer.

BOOK REVIEW: SOCIAL MARKETING TO THE BUSINESS CUSTOMER

SOCIAL MARKETING TO THE BUSINESS CUSTOMER by Paul Gillin and Eric Schwartzman

This book is AWESOME! Actually, the word "awesome" has become so overused these days I will rephrase my assessment and call the book - “FRIGGING AWESOME”.

Over the last couple of years, I have learned a lot about social media and social marketing. I have learned how to take some of the fundamental concepts of social media and apply them to the very niche specific aspect of my foodservice beverage company. I have learned how to use social media to identify opportunities (both on the sales and manufacturing sides of the equation). I have learned how to solicit market research using social media, and enjoy the benefit of real-time feedback as a result. I have learned how we can use social networks to connect with, and therefore support, our customer base. And, I have learned how social media can be used to solicit feedback and evaluate marketing programs (again, in almost real-time).

I know there is no teacher like experience. But learning from experience takes time. Since time is the most valuable commodity there is, we look for tools to help us save time and (in terms of our education) speed up our learning curve.

This book is THAT tool for speeding up your learning process of WHY and HOW to use social media/marketing for B2B business.

If your business is on the fence about participating in social media, or if you have said something along the lines of, “our organization will fully commit to a social media program as soon as someone can show me how we make money with it…” then you NEED to read this book.

If you are in the foodservice industry (either on the manufacturing side or the distribution side) and a digital immigrant like me: someone who grew up in a world with only 3 major television channels; someone who remembers (or better yet, still has information stored on) 5 ¼” or 3 ½” disks; someone who used Lotus 1-2-3 or dBase III…this book will help you build a solid understanding of social media and its importance for our industry. More importantly, it will help you do it FAST.

I downloaded the electronic version to my iPad. It is the first book I have read on the iPad where I have highlighted (what I felt were) important passages. When you flip thru my copy, it looks like a college textbook of yesteryear. There are highlighted passages and notes “in the margins” throughout the entire book.

One of my favorite quotes comes early in the book. “Social media marketing is a way to humanize the business, to turn frailties into endearing qualities that encourage experimentation, loyalty, and forgiveness.” If you want to discuss the WHY of social media for our companies, is there a better reason than helping to humanize our businesses?

This book is literally a blueprint on how B2B businesses can get started in social media…just look at some of the chapter titles:

· Creating a Social Organization

· Creating and Enforcing Social Media Policies

· Learning by Listening

· Understanding Search

· Choosing Platforms

· Planning Social Media Campaigns

· Lead Generation

· Profiting from Communities

· Return on Investment

If you aren’t sure what some of those things are…do not worry. The authors do a fantastic job of explaining concepts in a manner that even I can understand.

The electronic version will travel with me from now on. It is a permanent fixture in my iPad library. The hardcover book will soon be taking up residence on my office bookshelf, becoming neighbors with some of my all-time favorite business tomes.

If you want answers to “WHY social media” and “HOW do we implement social media” as part of an overall marketing strategy…this book is a must read.

If you want a link to purchase the book from Amazon…click here…

(Full disclosure…I am not an affiliate of Amazon. I don’t get credit for you clicking on my link. It’s a straight link to the Amazon site and I post it because I really think you should read the book. I would also like to point out that I have not been offered anything from the authors, or publisher, to review this book. I bought it (twice) because I wanted to read it. I reviewed it because it is a great book and I believe it can help many in my industry understand social media integration.)

If you purchase and read this book as a result of my review, please let me know...not because I am keeping any sort of tally, but because I want to ask you if you got the same amount out of the book that I did.

Alas, no bonus questions on book reviews. Sorry. But be sure to brush up on your Arnold Schwarzenegger movie references for my next post.

WHAT CLINT BARTON TAUGHT ME ABOUT B2B AND SOCIAL MEDIA

Let me pose this question to the social media “experts” out there…how many times have you been told, “We are a B2B company and just don’t see the need, or benefit, from a social media program”? Well, I am about to give you some tips on how to sell me.

Yesterday, thanks to Twitter, my “understanding” of why social media is important to B2B grew significantly.

If you are a foodservice manufacturer, pay very close attention. If you’re a consultant, pay even closer attention. What I am about to reveal is not only cool, but also relevant to our industry…and for the consultants, THIS is how you sell someone like me on social media.

Like other foodservice manufacturers, we participate in food shows across the country. We participate in state restaurant association shows, like the Florida Hotel and Lodging Association show or the Texas Restaurant Association show. We also support our distributor partners by participating in their individual shows.

Yesterday, in Des Moines, Iowa, one of our distributor partners (Hawkeye Foodservice) held their seasonal show. While we try to stay on top of what shows are occurring and when, the sheer volume of shows tends to prohibit (or at least impede) that flow of knowledge. There have been instances where we have not found out about a food show until after it occurred.

Yesterday, if not for one of our standard twitter searches, we might not have known about the Hawkeye food show in Iowa.

I personally use TweetDeck because I like the layout and functionality of the application. As one of my standard Twitter searches, I keep a lookout for the term “foodservice”. Yesterday, while sifting through the tweets regarding “foodservice job postings” I came across a tweet from Michael Leaders.

Michael is the manager of sales training and development for Hawkeye Foodservice. Through his Twitter account, he was letting people know the Hawkeye food show was kicking off at 9am.

We sell Hawkeye some iced tea and beverage concentrates, so I was VERY interested in our participation at the show. I contacted my VP of Sales and asked him to check with our sales rep and broker to make sure we had a presence at the show. He contacted the sales rep and confirmed our participation at the show. We then contacted everyone we knew in the Hawkeye distribution coverage area to let them know we would be at the show, and to please stop by and say “hello”. We did not try to sell them anything. We did not offer any discounts. We invited them to come by and share a glass of iced tea.

The show finished late in the afternoon and I have not had a chance to review the post-show report to see how successful our efforts were. Hopefully I will get those numbers later today.

Because of an integrated marketing plan that does include social media and email marketing, we were able to generate a few more “touches” on our end-user client base. We attempted, on relatively short notice, to get more people to attend the show…even if they were not regular Hawkeye customers. We did not pitch the email as “hey come visit us so we can sell you more of our product”. We informed our foodservice customers that a foodservice operator was having a show…we know our customers buy more than just iced tea and beverage concentrates and might just need the services of a distributor like Hawkeye Foodservice.

My one regret is we only found out a few hours before the show. If we had more time, we could have done a much better job of marketing in that area. Michael and I are now following each other on Twitter so I will be sure to catch all his updates, ensuring I know about their food shows well in advance from now on.

How can B2B companies utilize social media into their marketing strategy, and why is it important? The “how” is easy…(to borrow a phrase from Nike) “Just Do It”.

“Why” should you do it? Ultimately the company is going to have to figure that reason out on their own. But, having a social media presence allowed us to: KNOW about a food show; ensure we were AT the food show; strengthen the relationship with our distributor; get another “touch” with our clients; and hopefully sell more products.

Today’s bonus question: How does “Clint Barton” relate to ANYTHING in my post? Can you figure it out without cheating by clicking here?

THE SECRET OF MY SUCCESS

I’m back in South Florida after spending a few days in Fresno, California. As much as I enjoy visiting the valley, and eating at some VERY cool restaurants, I am always excited to make that turn over the Atlantic Ocean right before touching down.

This time, “touchdown” occurred in West Palm Beach, so I was treated to a beautiful view of The Breakers Hotel and some of the Palm Beach Mansions. If you find yourself in Palm Beach, make sure you do the drive over to the island and down the coast past Mar-A-Lago, Donald Trump’s Palm Beach residence. It’s not the biggest in town, but it is one of the nicest.

As I mentioned in my previous post, I was in California to ensure our ThirsTea® concentrate flavor profiles are consistent among the various formulas and packaging options we offer. We want to make sure that our customers get the same glass of iced tea whether they utilize our bag-in-the box concentrate, our 4x1 gallon program, or our 4oz high-yield product line.

Since taking over the company in 2009, we haven’t had the opportunity to undertake this task until now. However, I am going to recommend we do this once a year. The project allowed us to try all our products. Believe it or not, that doesn’t get to happen very often.

Don’t get me wrong, we drink lots of our iced tea, but it’s typically our 4oz high-yield line. We don’t often get the opportunity to try all our products side-by-side with each other. The experience was not just helpful, it allowed us to catch a minor discrepancy in one of our formulations and make the changes necessary to standardize all our flavor profiles.

After, as my management team was discussing the day’s events, I began thinking about how what we had just done, with tangible products, is very similar to what many of you social media marketers do on a daily basis with your intangible ideas and blogs.

You develop. You launch. You market. You monitor and evaluate. You modify and repeat.

Each step is important by itself. But to be successful, you need to incorporate ALL parts. The same is true in the Foodservice Beverage industry.

You can develop THE BEST shelf-stable orange juice concentrate. One that tastes like FRESH SQUEEZED Florida orange juice, but if you don’t launch it, or let people know it is out there and available, you won’t sell a box. (I have friends that have accomplished this feat, and it is the BEST tasting concentrate I have tried. This product will significantly change the juice portion of our industry.)

Once you’ve taken those preliminary steps of manufacturing and launching your product, if you don’t monitor the effectiveness of your launch (or marketing strategy) and evaluate what is working (or not) your product sales could stall, or worse disappear.

Those of you who have written books based off your blog postings and have tried (or are still trying) to market and sell them, probably understand this process better than anyone.

I am sure each of your marketing campaigns is tracked and regularly analyzed to determine which programs have been successful and which need improvement. Right?

When you started the process of writing, didn’t you feel like THAT was the most important task? You wanted to get those thoughts on paper (figuratively speaking), and probably spent an enormous amount of time editing and rewriting. At some point during the process I am willing to bet you thought, “If I am able to effectively get my thoughts organized and written, this book will be a powerful tool and will help a lot of people.”

I’m also pretty certain that, at least up until the book went to print, you may have thought, “This book is going to sell thousands of copies simply because of the content I am providing to people.” (C’mon, at least one of my readers is a published author…)

But then the book is printed and you get ready for the initial launch. The butterflies start fluttering and you start wondering if what you’ve written is really THAT good.

About then, your publisher starts to kick in their marketing program…and you write a blog, post to your Facebook page, tweet about the book…monitor, evaluate…and sell.

It’s the same for us in the beverage world…although sometimes our butterflies feel like eagles (subtle shout-out to my American University family).

--My title is based on the 1987 Michael J. Fox movie. For bonus points, what was "Supergirl's" character name in the movie? Anyone...anyone...?

TWO DAYS IN THE VALLEY

Last week was a tough week. I buried a very good friend.

She had been sick for a number of years, so her death was neither painful nor a surprise. Actually, when I say her passing wasn’t painful, I meant it wasn’t painful for her. For those that knew her, her death will leave a huge void in our lives.

As a result, I was off-line for a few days.

Upon returning home from the memorial services, I found myself trying to catch up on my job duties over at ThirsTea Corp, so my on-line presence has been limited…although I was able to participate in the #leadershipchat on Twitter this week (thanks @LisaPetrilli, @swoodroff and guest @Russell_Bishop).

Today, I find myself in Fresno, California. My executive management team and I are meeting with our strategic partner, evaluating flavor profiles for the iced tea concentrates we sell together in the foodservice industry. We are also discussing our joint marketing strategies for 2011.

As you might imagine (since you are reading this in an on-line blog), ThirsTea Corp. has allocated part of our marketing spend to social media and online marketing. While it is tough to quantitatively analyze the financial return on the marketing dollars spent online, we do realize there is a return (and it can be measured).

Since our primary business (and our partner’s primary business) is B2B and not B2C, it has been tough to convince them of the benefits of social media. I continue to remind them that conversations are happening; the conversations may not be about their company or brand, but there are conversations about the products they offer and companies they sell. Listening to the conversations can open new opportunities for them, IMHO.

I have also shared with them how our companies can use social media as a lead generation, specifically targeting segments of the foodservice industry.

So far, my arguments for a social media strategy have fallen on deaf ears. But, I’m certain they will eventually understand the importance of a well rounded and integrated marketing strategy that includes social media.

What are some ways other B2B companies are using social media? Within the social media spectrum, where would you recommend a B2B company place their focus…Facebook? Twitter? YouTube? Yelp! (Remember, we are a foodservice beverage company)…

And more importantly...who wants to try some iced tea?

MY DOUBLE VISION GETS THE BEST OF ME

The other day I wrote about lack of focus at a corporate level, more specifically as it related to Sears. (click here to read)

Sears has announced plans to launch a video download service to compete with the likes of NetFlix, etc. My observation, and others too, is that this is far removed from their core business, and IMO, a major distraction for the company's management team.

In even more recent news, and from the perspective of companies re-focusing their efforts on core business practices, the Wall Street Journal wrote about Foodservice behemoth Sara Lee potentially shopping two of their divisions in an attempt to sharpen their focus.

Sara Lee's meat division and their foodservice beverage (coffee) division are apparently being evaluated for spin-off. Tyson appears to be interested in the meat division; and Nestle, which recently acquired Vitality Beverage Foodservice, may consider acquiring the beverage division.

I must admit, I have a personal interest in what happens to Sara Lee's beverage division. They, and Nestle, through the Vitality acquisition, happen to be competitors. In fact, Sara Lee dealt us a pretty significant blow late last year when Houston based SYSCO Foodservice Distributor announced that Sara Lee would be the single supplier for iced tea under the company's private label.

Until October 2010, several regional beverage companies manufactured and packed iced tea concentrates for the distributor. The decision to go solely with Sara Lee might have been a smart one as far as the distributor is concerned, but it significantly impacted the sales revenue for several beverage companies.

Now, it appears, the Sara Lee beverage division may not be under the Sara Lee corporate umbrella much longer. The parent company, following the resignation of their CEO for health reasons, is revitalizing its focus.

I am confident the decision to shop the beverage division was not made because the division is losing money. In fact, it's been said that division is one of the most profitable divisions at Sara Lee, valued somewhere in the $7Billion neighborhood.

Then why sell?

Running a beverage company takes the right personnel, both in sales and equipment; it takes a financial and time commitment to equipment because 90% of foodservice beverages are dispenser driven and dispensers need regular maintenance and service; and, it takes an understanding of the beverage distribution model, which is different from even your standard foodservice distribution model.

Nestle would do well to acquire the Sara Lee beverage division. It would immediately put them back in the drivers seat with SYSCO, picking up millions in potential annual sales. Plus, it would give them yet another recognizable foodservice brand in their portfolio.

It would of course make my life more difficult and my job more challenging, but what's life without a little more difficulty and challenges, right? Besides, from a visual perspective, Nestle would become the Goliath to our David.

Before someone misinterprets my comment, I am not saying our little company will (figuratively or otherwise) take out a multinational foodservice giant and one of the most recognizable brand names in the world...no, I'm not suggesting that at all.

All I'm suggesting is a Nestle/Vitality/SaraLee beverage company would be HUGE. As typical with most huge companies, there are limitations to how fast they can react and make decisions. (I compare it to an aircraft carrier trying to turn around while at flank speed...you measure the distance it takes to turn around in miles, not feet.). As a smaller company, with a finite number of shareholders, we are more "nimble" and can make decisions more rapidly. Our "focus" is more pinpoint, and hopefully more effective than a multinational foodservice giant.

No matter what happens with the Sara Lee beverage division, I can promise you my company will remain focused on our core business ... Foodservice Beverages ... and on our core principles: quality, customers, and value.

Now...can you tell me the release year of the Foreigner record that my blog title is based on? And how many times did it go platinum? (Without looking it up on Wikipedia) :)

HOW TO LOSE FRIENDS AND BECOME IRRELEVANT IN 30 DAYS OR LESS

Are you focused on doing those things you do well? No.

Don’t feel too bad. You’re not alone.

On December 28^th, 2010, (which in the digital age is an eternity ago, I know) Crain’s Chicago Business posted an article on Sears. Apparently, Sears announced that it would be launching a video download service. (Link Here)

The service (named Alphaline Entertainment) will allow users to download movies the day they are released on DVD or Blu-ray. Television shows will be available the day after they air, according to the article. Alphaline will be powered by RoxioNow, which according to people much smarter than me has been rejected by the bigger players because of technical issues and operational limitations.

Within minutes of the posting, Ken Leonard, of Leonard Associates, offered his thoughts on the decision. (Link Here)

Take three minutes and read his analysis. I think it is right on the money. And besides, he has one of the best quotes I’ve seen recently, “…always try to be the best at what you do best.”

Sears is in trouble. This is not news. They have not focused on what they did best. They are following industry trends (poorly) instead of doing what they know how to do well.

What does Sears do well? Well, my parents own a Kenmore washer and dryer set. I’m in my 40’s and the set is older than I am. Guess what? Both units still work.

I have a set of Craftsman tools that are OLD. (I may have been 18 years old when I bought the set.) Guess what? THEY still work. You can’t break Craftsman tools. Sure, I paid more for them then I would for the Home Depot (or Lowe’s) brand…but I don’t care…they last forever.

What does this have to do with Foodservice Beverages you ask?

How many beverage companies have not held true to what made them successful in the first place? Do I need to say anything other than “New Coke”? I probably do since New Coke was introduced in 1985, a few years before our college intern was even born.

If you want a more recent example, look at Tropicana circa 2008/2009. (C’mon, you know where I’m going, right?) Tropicana led the market in “not from concentrate” orange juice. A distraction, in the form of a packaging change, caused them to lose 20% of their unit sales in less than 2 months (January 1^st thru February 22^nd, according to Information Resources, Inc.).

Both beverage companies were able to refocus and recover from their distractions. The jury is still out on whether Sears can right the ship, but I have my opinion.

I’m going to borrow Ken’s phrase, and adapt it slightly…

Focus on doing those things you do best…

In order to do that, you need to know what it is you do best. That may take some introspection. But, once you have figured out what those things are…do them better than anyone else and you will soon be an industry leader.

If you can't figure it out, you are destined for irrelevancy...say hello to Hollywood Video and Circuit City while you're there.