m-Bossed

Update: Social Media with Kodak's 4 E's

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Update: Don't miss Jeffrey Hayzlett's (@JeffreyHayzlett) chat about "The Power of Social Media" on Sunday, September 13th, at Print09! Get the full K-Zone schedule here.

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Now that the Print09 media days held by the GASC have ended, I wanted to see where some key industry players were in terms of marketing, specifically social media marketing. A search into the social media efforts of 11 graphic arts vendors shows that less than half maintain a blog and only 36% have officially sponsored Twitter accounts.

Graphic Arts Social Media by the Numbers
(click for larger image)

Which vendor stands above the rest? The picture is resoundingly clear. Kodak is currently ahead of the other industry vendors in terms of social media saturation and online brand recognition. The company maintains various blogs, podcasts, and Twitter accounts. Kodak's commitment to all-things-social extends beyond the normal efforts to include a "chief blogger", Jennifer Cisney (@kodakCB). Jeff Hayzlett (@JeffreyHayzlett), the Chief Marketing Officer, also has a Twitter flock of 6,600 users. Both recently attended the 140 Characters Conference in New York City which explored "the disruptive nature of twitter, 140 characters at a time." During his keynote speech, Jeff used the crowd sourcing technique to coin the phrase Twanker for all of those who "do things wrong on Twitter and social media." Very funny!

For the Graphic Arts business unit, Kodak maintains an active Twitter account and blog. Brian Nizinsky is the face behind the graphic arts tweets from @kodakidigprint, whereas any subject expert at Kodak can post articles to the GrowYourBiz blog. Both connect not only to the Kodak user base and other graphic arts professionals by posting links to relevant articles, blogs, and retweets.

Conclusion

Kodak seems to understand that social media is more about enhancing the user's experience and sense of community than making a profit. The company has coined a phrase for this understanding, the 4 E's - engage, educate, excite, and evangelize. Being responsive to their user's needs should ultimately increase customer loyalty and sales.

Many print vendors, and even more printers, have not jumped into the social media scene. Some fear the technology. Some don't understand the purpose. Some cannot justify the cost to benefit ratio. Some think it is a fad. These roadblocks are present from the introduction of any disruptive technology. The Macintosh, CtP, digital printing, personalization, Web to Print, and more, have had a profound affect within the printing industry. The early adopters breakdown the price and knowledge barriers while extracting a profit. The mainstream adopters implement the technology to remain competitive. The rest fall into the digital abyss. Which adopter do you want to be?

Disclaimer: m-Bossed is not employed by Kodak and did not receive any financial benefit from Kodak or its affiliates.

Links
m-Bossed's: Inteview with Kodak's Social Media Team - Part 1
m-Bossed's: Inteview with Kodak's Social Media Team - Part 2
Kodak's GrowYourBiz Blog
140 Character Conference

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Print09: Tweetups - An Excuse to Go Offline & Get Some Face Time.

Tweetups are informal (most of the time), in-person gatherings of Twitter users with similar interests. The word is a mashup of the word meetup melded with the cutesy "tw" from Twitter, as is common in the Twitterverse. Since there is a sizable group of print professionals using Twitter, some companies are sponsoring tweetups during Print09. Interestingly, both tweetups are at the Hyatt bar on different days. Whether you are interested in printing, social media, marketing, networking, or to just say you attended a tweetup, you are guaranteed to find others with similar interests. At minimum, both tweetups offer an excuse to not wait in the long taxi line!

Tweetups:

1. InfoPrint is hosting a tweetup on Friday, September 11th at 5:30pm in the Hyatt McCormick Center bar.
   

   RT @InfoPrint: Don't forget about our Tweet Up @ PRINT! We'll be @ the Hyatt bar @ 5:30 toasting 1st day of the show. Come join us! #print09

2. Xerox and Printing News are hosting a tweetup on Monday, September 14th at 4:30 pm in the Hyatt McCormick Center bar. To RSVP to this tweetup, visit the registration page.
   

   XeroxCorp: @PrintingNews & Xerox Tweetup part 2 at #Print09! Mark ur calendars for 9/14 at 4:30. RSVP here: http://twtvite.com/g6mbod #myPrint View Tweet ...

3. Pat McGrew is offering a tweetup at the Kodak booth (north side) after her chat in the K-Zone on Saturday, September 12th at 3:30 pm. DM @PatMcGrew on Twitter if you would like to meetup. I'm sure she would love to talk transpromo.
   

   Remember Prin09 is coming up! How about a tweetup at the #KODAK booth at 3:30 SAT after my CRAWL/Walk/RUN talk at the KZONE! DM me!

Details:

1. The Hyatt McCormick Center bar is located on level one to the right of where the taxi queue normally starts.
2. Learn all of your "tw" words at twittonary.com. I personally like "twanker."

Note: If there are any tweetups that are not on the list, DM @mbossed, and I will add them to this post. See you at Print09!

Related Articles:

• How TO: Organize a Successful Tweetup - Mashable
• Tales From a Tweetup Novice: What I Did and Didn't Get From the Experience - Web Worker Daily

Print09: Chicago Dining Guide

As Seen on TV with the Food Network
Why not challenge yourself to eat your way through Print09 by visiting all of the Food Network's favorites of Chicago?

photo by Karen Horton

Best Thing I Ever Ate

• The Publican - for Spicy Pork Rinds
• Frontera Grill - for Carne Asada A La Oxaquena
• Gino's East - for Sausage Patty Style Pizza
• Ann Sather - for Cinnamon Rolls
• Tru - for Chocolate Bar Dessert

Rachel Ray's Tasty Travels

• Garrett Popcorn - Buttery, velvety, smooth and it's popcorn.
• Encore - A place to see and be seen. Advance mixology.
• The Village Tap - A tavern/beer garden. Goose Island is also a favorite.
• Piece Brewery & Pizzeria - Nuevo Chicago pizza. I would start with the traditional (above) before graduating.
• Chicago Pizza and Oven Grinder Co. - Eat the grinder here, save the pizza for the big names.
• Gioco - Italian for those tired of deep dish pizzas.
• Cafe Laguardia - A taste of Little Havana in Chicago.
• Bourgeois Pig Cafe - Sandwhiches, salads, and more.
• The Smoke Daddy vs. Smoque - Pizza isn't the only thing debated in the Windy City. BBQ is on the list too.
• Volo Restuarant and Wine Bar - Calling all wine connoisseurs or at least those who think they know.
• Hot Chocolate Chicago - Chocolate for before, during, and after for your guilty pleasure and expanding waistline.

Giada's Weekend Getaways

• Intelligenstia Coffee - Replace the Starbucks habit with this local brew. The Millennium Park and Monadnock locations are the closest to downtown.
• Uno's Chicago Grill - Pizza and such. Alternatives include Gino's East and my favorite Giordano's.
• Green Zebra - Haute vegetarian and a James Beard award winner.
• The Signature Room at the 95th - As in the 95th floor of the John Hancock building.
• The Chicago Chop House - One of the most celebrated of Chicago steak houses. I haven't personally eaten here, but I've heard positive reviews. Nearby Carson's, known for ribs, has some excellent chops from the sow.

Guy's Diners, Drive-ins, and Dives

• White Palace Grill - always open, always good
• Smoque vs. The Smoke Daddy - Guy was a patron of Smoque while Rachel Ray went for Smoke Daddy's. You decide.
• Cemita's Pueblo - on the "Grabbin' a Sandwhich" episode.
• Glenn's Diner - Seafood and cereal under one roof, now you're talkin'.

The Hungry Detective

• Calvin's BBQ - Straight from a St. Louis expat. Near the suburb of Bucktown.
• Hot Doug's - French fries deep fried in duck fat for those artery clogging days. Limited hours.
• Greek Islands Restaurant - Cleanse your duck fat, fried french fry gorging with some lite Mediterranean fare.
• Myron and Phil's - A Citysearch 2008 best steak winner.

Unwrapped: Chicago

• Moto Restuarant - mad scientists of molecular gastronomy.
• Vienna Beef - one of the country's best hot dogs. Any self respecting carnivore must try a Chicago style dog at Portillo's or Superdawgs!

Print09: After Hours and After Dark

photo by 1'UP

Unique Chicago

• City Segway Tours - Learn how to balance and pivot your way around the major Chicago attractions. $70
• Kayak Chicago - Explore the Chicago River and the cityscape at night from a kayak. $50
• Willis Tower - You might have gone to the top when it was the Sears Tower, but you probably haven't tested that fear of heights against the new Skydeck Ledge!
• Chicago Half Marathon - Go work off all of those hot dogs and deep dish pies on Sunday, Sept. 13th.

Classic Chicago

• Wrigley Field Tour - Explore the Cubs' clubhouse, press box, visitor's clubhouse, bleachers, dugouts, on deck circles and mezzanine suites. Only available Friday, 9/18 after Print09 has ended. $25
• Casey Moran's - Grab an ale before the game.
• Cubs Baseball @ Historic Wrigley Field - The Cubs are playing at home from show kickoff until Thursday, September 17th. The first game series is against the Cincinnati Reds with the Milwaukee Brewers coming to town on Monday the 14th. $$ Lots if you can get them.
• Harry Caray's Italian Steakhouse - Complete with a 7th inning stretch (your waistline).

Party Chicago

• Jilly's vs. Redhead Piano Bar vs. Howl at the Moon - Either way you are guaranteed to see dueling pianos.
• Kingston Mines vs. Blue Chicago - A true town of the Blues. Catch a live performance of Larry McCray at Kingston September 11 & 12th or head over to BC to hear Tenry Johns the same nights. I haven't made it to Kingston Mines yet, but I do enjoy Blue Chicago.
• House of Blues - Get down with KC & The Sunshine Band on Friday, Sept. 11th.
• Billy Goat Bar - A dive of a place.

Fun Chicago

• Second City - famous comedy on the mainstage or e.t.c. stage.
• Navy Pier - A cool place to see at night. Expect large crowds during the Half Marathon on Sunday.

Educational Chicago

• Adler Planetarium - Learn about the abundance of space or catch the latest Hollywood blockbuster at the on site IMAX. Do you hear the 2001: A Space Odyssey title music too? $10/$6
• Museum of Science and Industry - From the Harry Potter exhibit to green building, this museum has a lot to offer. This is the place for the pocket protector wearing techie in all of us. $13/$9
• Art Institute of Chicago - Swing by to see a Monet or check out the Modern and Contemporary Works on Paper exhibit that runs through September 13th. Museum hosts a good collection of impressionist paintings. $18/Free under 14
• The Field Museum - Hang out with SUE the dinosaur. Aaargh, matey; The Real Pirates exhibit runs through October, 25th. A good place to go if you brought the family along. $23/$13
• Museum of Contemporary Art Chicago - It's where the creative types go. $12/Free under 12

Sailing Through - A conversation with consultant Mark Wilton. Part 2

Mark Wilton of Wilton Partners Consulting, Inc.
	Mark's previous role and responsibilities included managing the business partner relationships between Kodak and their global partners, as well as all things relating to JDF, process and production automation, integration and connectivity to its partner businesses. Also sustainability initiatives from Kodak's Vancouver based businesses; especially in regards to workflow solutions.

This is a follow-up to the post from Friday, August 14th, titled
"Do you need a print industry consultant?"

In your opinion, what markets or value added services are too often overlooked by printers that could be large profit generators?
Funnily enough there are many opportunities associated with printing that are inherent or a by-product of printing. In most cases companies do them inadvertently but don’t charge at all or adequately capture the revenue.
[“We can’t charge for that or they will take their business somewhere else.”]

• Transportation & Mailing – utilize trucks for other deliveries
• Logistics & Fulfillment – storage, branded products (Hats, T-Shirts, Pens etc)
• Online Hosting – files, assets
• Database Management – list cleaning
• IT & Creative Support – send your guy out to streamline connectivity into your plant
• Marketing & Events – customers, customers activities
• Web/Internet Services – pURLS, email blasts

Lots of outlets tout the benefits of social media marketing. What marketing opportunities do you think provide the best reach and ROI today?
A lot of them are free or very inexpensive. I am personally using all of them on a trial basis to see which ones are better or worse. Let’s save the results for the next blog post.
Sustainability initiatives in printing have been growing steadily over the past two years. What are the low hanging fruits that are easy and cost effective for businesses to implement?
Absolutely, it is a very interesting time for us as “the print industry” in terms of sustainability.  I actually did a study with the British Columbia Institute of Technology (BCIT) on this very topic. You may see more of a personal involvement in industry initiatives and/or associations in the near future (watch this space).
Low hanging fruits are mainly the common sense ones:

• Power Usage – switch of equipment not in use (especially in the back office; over the weekend – who is printing invoices)
• Water Usage – in production might be a little hard; but other places
• Chemicals Usage – investigate vendors who may have an alternative; might be cheaper or at least a piece of mind

What is the significance of your company's slogan "Sail Through"?
The slogan “Sail Through” comes from a few places:

• Helping businesses “Sail Through” – whatever their task, challenge or project
• WPC brand is three sails for each of the areas of expertise [Business Development, Marketing Services, Sustainability Advice]; hence the “Sail” part
• The sail idea itself comes from the Sydney Opera House, a home town icon, which looks like sails; again the “Sail” part
• Ultimately, I’d like to see my customers in a position of success that way we could all go sailing.

Any other comments about utilizing a consultative business partner?
Like any decision, take the right approach and find the right consultant. Mix in a bowl, bake in the oven, and when done right, out comes that perfect cake.

Sailing Through - A conversation with consultant Mark Wilton. Part 1

Mark Wilton of Wilton Partners Consulting, Inc.
	Mark's previous role and responsibilities included managing the business partner relationships between Kodak and their global partners, as well as all things relating to JDF, process and production automation, integration and connectivity to its partner businesses. Also sustainability initiatives from Kodak's Vancouver based businesses; especially in regards to workflow solutions.

This is a follow-up Q&A with Mark Wilton to the post from Friday, August 14th,
"Do you need a print industry consultant?"

Is this the best or worst time for a print shop to hire a consultant considering the state of the industry and the economy?
Consultants over the years have been branded in many ways. We’ve all heard nightmare stories about someone who knows someone who knew of a guy that used a consultant that resulted in mixed feelings and experiences.
Right now (and I am a little bias) as long as the consultant has the industry cred, experience, and references, I think YES! My motto to many of my clients and prospects is “Why buy the cow when all you really need is the milk?” Basically you can rent me within the limits of your specific project, budget, or time frame. Flexibility is the key since next week you don’t have to rent me.

Could you briefly outline the process of working with a consultant on a project basis for those who have never used one?
Project based consulting can have its ups and downs. All investments, whether on a consultant, project, or any other undertaking need to have clear goals and objectives. The goals need to be outlined and ultimately met; failing to do this is failing the process.

What are the most important steps or criteria to consider in finding a good "fit" between client and consultant?
Firstly, the most important thing that stands out is the art of “listening” — listening to each other. Quite often the industry expert/consultant has all of the answers (been there), but doesn’t listen to the needs of the client or vice versa. (“This is the way we have done it for years...blah blah blah”)

Second is exercising simple common sense. Too often a business owner or manager is far too close to the situation to have perspective and clarity. Taking that extra step back for a moment coupled with the 5W’s – What, Where, When, Who & Why is critical. (Why can be the most important.) Don’t do anything for the sake of it! I would love your business, but will not engage until some simple mind maps have been explored.

What tangible services should clients expect?
Depending on the project you will see different types of tangible services but most should be results driven, i.e. with widget X we should get n of those resulting in outcome of Y. Imagine a project of streamlining make-ready in production by implementing a new software package that sets up the press automatically (of course I advised which vendor etc ;-). With this software automation, your make-ready time of 18 minutes goes down to 13 minutes or a savings of 5 minutes. Time savings of five minutes over the course of one job is not significant but that same time savings multiplied over many jobs in a day, week, month, and year, is significant. The compounded extra time could be used for more production, to reduce previous overtime hours, eliminate extra shifts, or to spend the day with your family instead of at work.

In other cases; you will receive

• documentation of program
• updates and reports on progress of project

With many budgets stretched, generally speaking, do you think it more important to focus on marketing, process automation, capital expenditures (new equipment), or something else?
Again being totally biased, I think you should do them all — made easier by using my services and advice to help you of course. All jokes aside, pain points of the business will drive direction and adoption of solutions for the shops challenges.
Other areas to look into are other markets like sales coaching, customer calling, and auditing of processes and operations. Consultants, like Wilton & Partners, can objectively suggest growth opportunities and direct you toward experts to navigate the process.

In the News

photo by DRB62

A couple of articles caught my attention on a recent transcontinental flight. The first was an article in USA Today by Al Neuharth about publishers rethinking the notion of free online news content. The second was an article in Airtran's in-flight magazine Go featuring an interview with Ted Turner.

1. The media mogul Rupert Murdoch and Charles Overby, head of Freedom Forum and NEWSEUM, have cast a guantlet toward charging for once free, online news content. Rupert Murdoch is quoted as saying, "Quality journalism is not cheap." Overby lit the same torch while addressing a convention by saying, "News is a business. ...A free press does not mean free news." Some traditional media outlets like the Wallstreet Journal and Arkansas Democrat-Gazette have always charged for premium content or resisted publishing content online at the same time it was available in print. In the case of the Arkansas Democrat-Gazette, it's readership has grown steadily for 10 years while many other local newspapers have failed. This is probably just as attributable to outstanding local, community based news coverage as not posting their coverage immediately on the web.
   
   News outlets are quickly trying to adapt their dysfunctional business models to stem the tide in fallen revenues, but this decision may not be a smart move. The global, national, and late breaking news coverage model has been spun on its head with the advent of social media. In some cases, Twitter postings have been more forthcoming than major outlets like CNN. The news gathering and distribution model has changed while the demographics have splintered. Why wait for the news outlets when I can get customized information on my smartphone or inbox? Instead of yanking the online content, the media outlets should focus on news coverage that only professionals can produce. After all, when is the last time you read a true exposé?
   
   

   Early to bed and early to rise, work like hell and advertise. - Ted Turner in Go Magazine
   

2. The entire Ted Turner interview can be found on the Go magazine website. The most humorous quote of the article, however, came when Ted was asked what advice would he give to someone seeking the same level of success. Ted's reply included, "Early to bed and early to rise, work like hell and advertise." Enough said.

5 Insider Tips for Print09

image by wilhei55

Tip 1: Pre-show Planning and Research

Now that Print09 - "MyPrint" is less than a month away, it is time to form a game plan for attending the show. A great place to start with any research is to go to vendor specific websites and industry news sites. After you determine the types of products and technology of most interest, plot your trip using the online tools provided by the GASC. The site is packed with features for finding the exhibitors, products, and seminars, that speak to your interest. The site allows you to organize all of the dates and events into a virtual day planner.

• GASC MyPrint Planner
• WhatTheyThink Print09
• GraphicArts Online Print09
• m-Bossed Print09 Tweets

Tip 2: Transportation

To/From Airport
From either O'Hare or Midway airport, transit options include shuttle bus, taxi, rental cars, and mass transit. For $2.25, you can take the CTA rail line into downtown Chicago from either airport. Use the Blue Line from O'Hare aiport or the Orange Line from Midway. To plan the exact route needed to specific hotel, use the CTA website trip planner. The next best option is to catch the flat rate GO shuttle bus. The fare from O'Hare to any downtown destination is $27 one way or $49 round trip. The rate from Midway is slightly less because of the closer proximity to downtown at $22 one way and $39 round trip. Save $2/$4 dollars by making an online reservation. A one way taxi fare is more than the round trip bus shuttle.

Daily Show Transportation
Taxis are the most expensive, and more importantly time consuming, way to get to and from the city. Depending upon the rush hour and special event traffic the commute time in a cab can be significant. Also, the taxi queue at the end of the show can easily take over an hour.

On the days of the show, the show company provides free shuttle buses that pickup at various points around downtown. The buses stop near all sponsored hotels. The GASC provides a PDF of all bus routes and schedules or you can view it interactively via Google Maps on m-Bossed. The buses pickup in the afternoon from the South Hall around the corner to the right of the taxi line.

The CTA train lines do not run directly to McCormick Place, but a combination of CTA and Metra (regional rail) can get you there. The easiest transfer points are from the Randolph/Wabash CTA stations, then walk east toward the lake, and catch the Randolph Street Metra at the north end of Millennium Park. The Metra fare is an additional $2.15 over the CTA fare to McCormick Place. Note the Metra runs frequently during commuter hours, but is not nearly as frequent as CTA. Check Google Maps Transit for the best use of trains and buses from your starting point.

Tip 3: Easiest Way to get a Demonstration

In many cases it is easy to request a demonstration, even prior to the show, by locating your salesperson. For the suppliers or companies where you do not have a working relationship, locate the receptionist or information booth. The attendant will ask to swipe your entry badge and direct you toward the staff that can handle your request. Although sales people are often viewed as a last resort, they can usually schedule the best time and person for your demonstration since they are intimately familiar with the staff. To get the best results, remember to be clear in communicating your needs, intention, and time frame for implementation.

Tip 4: Best Demo Days and Times

If you are willing to miss the air of excitement and anticipation generated by the first days crowd, the remaining days offer more opportunity for quality time with each vendor. The last day of the show, "student" day, is dismissed by most attendees as a wasted day. On the contrary, most show staff (at least in the morning) are looking for anything to combat the boredom of standing around.
The best time of day for demonstrations is in the morning when the staff is fresh and there is plenty of time to spend on any topic. The experience for the booth staff is opposite of the attendee in most respects which translates into standing on a concrete floor and demonstrating the same software or equipment for 10+ hours. Get to the show early rather than later.

Tip 5: The Simple Things

• A shoulder bag, briefcase, or backpack, will help to carry all of the product literature and giveaways from the show.
• The best food is the food you bring - the lines can be ridiculously long.
• Restrooms are in every corner of McCormick Place but the ones on Level 3 in the South Building (main entrance level) are the busiest = dirtiest.
• Use that shiny iPhone (or any trusty mobile) to post interesting show buzz to Twitter with #print09 in the post, then follow it on m-Bossed.