Why Wineries, Restaurants & Hospitality Businesses need to be on Foursquare

February 11th, 2010

Wine & Hospitality Ezine

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Where are you?

Because You Should be on foursquare...

In social media, it seems that things are happening faster and faster, and we are bombarded with changes and new technology constantly. Even Google has jumped into the game with the recent launch of Google Buzz. As a business owner or manager (especially in our industry, where people tend to work long and hard), how do you find the time to use all the social media that everyone is telling you to be using? Well, that may be a different conversation, and a long and hard one at that.


Today, I want to tell you about foursquare, and why your business wants to be there, now. In fact, you probably already are, whether you know it or not; another reason you want to claim your business's online identity. You'll be happy to know that there's no huge time commitment, and its fast and easy to learn. Nope, you won't even have to hire a social media consultant to do it for you.


Foursquare is applicable to many businesses, however it was really created for restaurants, bars and similar businesses, its a no-brainer for any winery with a tasting room or even specialty retailers. The claim right on the foursquare home page is "If you own a bar or restaurant, foursquare can help you find new ways to connect with your customers." What is it? foursquare is a location based social mobile network, that also adds some gaming elements.

How foursquare works (and why you should care):

With foursquare, as with other social media, you have the ability to find and connect with friends, which you can find easily through your contacts on Gmail, Facebook or Twitter. Then, after adding the foursquare app to your phone, you have the ability to "check-in" to any business or location that you visit. Once foursquare locates you geographically, you see a list of nearby businesses, choose the one you are visiting and hit the check-in button. Instantly all your friends know where you are eating, drinking or shopping. Once you've checked in somewhere you can also leave tips for subsequent people checking in - it's word of mouth advertising at its best.

The competitive gaming aspect of it is one thing that sets it apart from other social networks. The goal of foursquare is to encourage people to explore their neighborhoods and to reward them for doing so. By combining the friend-finder with social city guide elements and game mechanics, their users earn points and unlock badges for trying new places, and for visiting old favorites. Whoever has checked into a specific location the most is crowned "Mayor" and part of the social network’s appeal is this sense of competition for the title of Mayor in key locations.

Why should you care? Why is location as a platform so exciting? Because there are so many possibilities! Restaurants, hotels and wineries are adding foursquare specials and mayor specials - and gaining more frequent customers because of it. Basically, it's taking the 'rewarding your repeat customers' idea to new heights; a 'frequent diners card' - without the card. Check-in at Michel Schumberger Winery, and you'll get a message from the winery offering you a "free tasting." Check-in at The Blue Water Shrimp & Fish Market and get 10% off your tab. Beanheads Coffee in Sacramento offers a free coffee for every 10th one you buy, and a free coffee a day for the mayor! Bet the competition to be mayor at their location is pretty stiff...

foursquare

 

The great thing for businesses is that it doesn't take a lot of time to manage. Add your special at foursquare.com, then get back to work! Of course you will want to check comments and tips, but again, this is not a huge time drain. You'll want to get creative though, change up the offer on a regular basis to keep it interesting.

 

"Where are you?" could become the new "what's on your mind."

- Margie





Do you need help with your social media strategy or training? Call me at 707-933-0687 or email me!

Posted in Social Media | 2 feedbacks »

Why Businesses Should Not Ban the Use of Social Media at Work

February 3rd, 2010

Wine & Hospitality Ezine

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Why Businesses Should Not Ban the Use of Social Media at Work


DigitalMediaWire recently published an article stating that the majority of U.S. companies ban social media sites at work. The stats break down like this:
  • 54% of business block employee access to social networking sites
  • 19% allow social networking for work-related purposes
  • 16% allow limited personal use
  • 10% allow full use
Further, according to a study cited in the article, "94% of companies are continuing to invest in online communities and social media." So, more than 50% of businesses now block social media sites at work, yet 94% are acknowledging the importance of social media, and are either currently using social media or have plans to in the near future. An interesting dichotomy don't you think?


It's good news that more companies are grasping the importance of social media, as it's huge growth is predicted to continue at the same frenetic pace. According to David Armano from the Harvard Business Review, "social media will get even more popular, more mobile, and more exclusive." As more of these predictions come in, companies are quickly opting out of (or at a minimum, paring down) what they spend on traditional marketing, and instead putting their resources to work on their social media strategy. I'm sure by now you have all heard that that Pepsi has dropped their Super Bowl advertising in favor of social media. According to a press release, "for the first time in 23 years, Pepsi opted to take a different approach with its annual advertising budget. The carbonated beverage company is moving from the TV to the Internet, by giving away over $20 million 'to move communities forward' in a social media advertising campaign called The Pepsi Refresh Project."



What is a company to do, when adopting social media as a marketing strategy, while at the same time banning its use by employees? I believe companies should stop operating out of fear in regard to social media, fearing loss of productivity, the possibility of employees saying negative things about the company, their product(s) or perhaps even their boss; and instead treat social media as they would any other new technology. If you had new accounting software installed, or got a new POS system, would you ban those that did not know how to use them, or would you train them?


Training employees in the proper use of social media will encourage personal responsibility, motivate employees, provide greater job satisfaction, and lead to improved productivity. Employees who connect directly with customers will increase their impact on the business, which builds more loyal, passionate employees. You know that keeping employees happy, motivated and productive is crucial to your success. Some say that social media use at work leads to lower productivity, I, however, disagree. I believe that unproductive employees will find a way to be unproductive whether they are allowed to use social media at work or not. You should hire for attitude & aptitude, and train the rest. And it's high time for social media to be a part of every company's training.

- Margie

PS - Here is a great video on the subject from Attack of the Show.

Do you need help with your social media strategy or training? Call me at 707-933-0687 or email me!



Posted in Human Resources, Social Media | 3 feedbacks »

Firestone Discoveries' Inca Trail competition finds its two Trailblazers

January 24th, 2010

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I am off to the Wine Entrepreneur's Conference, so I am am co-opting the article from Steve Ferree of the California Wine Examiner to tell you about the Firestone Vineyards Pathfinder Challenge. The article is his, the photo is mine.

Firestone Discoveries' Inca Trail competition finds its two Trailblazers


The results are in: two very lucky people have been selected by Firestone Discoveries Wine to hike the Inca Trail to Macchu Pichu in the name of food, wine, and exploration.

Held January 10-12 in the Santa Ynez Valley, the competition was the culmination of many months’ preparation on the part of its contestants. In the spirit of the new Firestone Discoveries label – which encourages new experiences in wine, cuisine and travel – the public was invited to compete for an all-expenses-paid opportunity to hike the Inca Trail in one of two positions: as a private chef to prepare gourmet meals using only simple tools and local ingredients, or as a "Pathfinder" to employ social media, photos and videos to document the trek and report on pairing Firestone Discoveries wine with inspired meals on the 25-mile hike. The trek will be guided by Zephyr Adventures, an active travel tour company based in Montana that specializes in embracing real, life-changing experiences.

The weekend of the competition, all six finalists, three Pathfinder wine contestants and three Guest Chef finalists, were flown to the Santa Ynez Valley where the Guest Chef contestants wasted no time in preparing for the challenge of designing a Firestone Discoveries wine-friendly menu for 50 guests with $300 the following evening. Their only help in the rustic kitchen would be the Pathfinder contestants as sous chefs.

The day of the throw-down, the Guest Chef and Pathfinder contestants were delivered to the Crossroads Pole Barn on the Firestone Estate, where only the basic implements that would be available on the Inca Trail – a barbecue, propane stove, a table and non-industrial cookware – were provided for the production of the meal. Pulses quickened and spirits ran high as each chef and sous chef delivered a menu of uncommon creativity tailored to the unique flavors of one Firestone Discoveries varietal wine.

IMG 0512Criteria for the selection of the winning Pathfinder was based on each contestants’ social media prowess and interaction with the Guest Chef contestants. The coveted position ultimately went to Margie Tosch of Sonoma, California, whose background in customer service and social media for the wine and hospitality industry gave her an edge over fellow finalists Kim Kulchycki, of Carmel, CA, and Lotchana Sourivang of San Francisco, CA. The title of Guest Chef went to Rodelio Aglibot, (also known as the "Food Buddha") who is the Executive Chef at Sunda Restaurant in Chicago. Aglibot’s substantial accomplishments as an adaptive and imaginative chef informed his ability to engineer a menu that was not only feasible to recreate along the Inca Trail, but that also paired beautifully with the selected Firestone Discoveries wine. Fellow finalists for the Guest Chef position included Scott Beale, Chef and Owner of Grey Gelding Bistro & Bar in Saratoga Springs, NY, and Tim Kirker, Chef and Partner at Bistrot Zinc in Chicago.

The esteemed panel of judges included: Anthony Dias Blue, one of the most influential wine, food and lifestyle personalities in the United States, whose current endeavors include founding Blue Lifestyle, The San Francisco World Spirits Competition, and The Tasting Panel Magazine; Michael Cervin, a prolific and ubiquitous contributing editor and columnist to food, wine and lifestyle publication throughout the U.S., and radio host of "Cervin it Straight" on KZSB AM-1290 Santa Barbara/Ventura; Janelle Weaver, Executive Chef and consultant for Kuleto Estate Winery in Napa Valley., among others; Paul Warson, Winemaker for Firestone Vineyard; and world-renown chef Bradley Ogden, the culinary genius behind eleven award-wining restaurants whose many awards include "Best Chef of California," by the prestigious James Beard Foundation.

Given the immense success of the competition and the enthusiasm of the applicants, Firestone Discoveries will continue to "ignite the senses" through further social media promotion and additional Pathfinder Challenges in the near future. In the meantime, armchair adventurers can follow Pathfinder Margie Tosch and Guest Chef Rodelio Aglibot on their Peruvian trek at www.firestonediscoveries.com or on Facebook.


Original article here


-Margie


Thanks you to everyone who posted, emailed, etc. - it was really appreciated! I am excited about the trip!

Posted in Job Seekers / Career Tips | Send feedback »

The Top Do's and Don'ts for Facebook Fan Pages for 2010 (and why you want to be in the game)

January 7th, 2010

Wine and Hospitality Ezine

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The Top Do's and Don'ts for Facebook Fan Pages for 2010

According to The Social Media and Online PR Report, published by Econsultancy in association with bigmouthmedia, 86% of companies plan to spend more money on social media in 2010, and another 13% are planning to keep the same budget. 54% of companies say that the biggest barrier to increasing social media usage is a lack of resources. The study shows that only 10% of companies are not using any type of social media. Social media is here to stay.

Facebook statistics:

  • More than 350 million active users
  • 50% of their active users log on to Facebook in any given day
  • More than 35 million users update their status each day
  • More than 55 million status updates posted each day
  • More than 2.5 billion photos uploaded to the site each month
  • More than 3.5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each week
  • More than 3.5 million events created each month
  • More than 1.6 million active Pages on Facebook
  • More than 700,000 local businesses have active Pages on Facebook
  • Pages have created more than 5.3 billion fans
Average User Figures
  • Average user has 130 friends on the site
  • Average user sends 8 friend requests per month
  • Average user spends more than 55 minutes per day on Facebook
  • Average user clicks the Like button on 9 pieces of content each month
  • Average user writes 25 comments on Facebook content each month
  • Average user becomes a fan of 2 Pages each month
  • Average user is invited to 3 events per month
  • Average user is a member of 12 groups
The current question is not whether or not you should be using social media, the question to be asking yourself is "How should I be using social media?"


Fan Page Do's and Don'ts (and How to Annoy Your Fans)

Do:

Target event invitations by location. You can target by country, state or even city. If you are having a happy hour or a wine club pick up party, do not send your invite to all fans - send it only to those in your area. The bigger the event the larger the radius. No one is going to travel 2 hours to go to today's happy hour.

Post interesting and relevant content! Keep your fans interested and engaged by providing interesting news, information, etc.

Create a short vanity URL. Any Fan page with more than 25 Fans can create a shortened URL for their page as opposed to the lang ones automatically created by facebook, similar to ours: facebook.com/whnetwork and facebook.com/whjobs

Get your URL out there! Once you have a short URL, put in in your signature, on business cards, marketing material, etc.

Link your fan page to your website with a "become a fan" button.

Link your blog to your fan page. If you have a blog, use Social RSS to have your blog content automatically transferred to Facebook.

Use the "send an update to fans" wisely - and sparingly. Most people's in-boxes are inundated and overuse will cause you to lose fans, not gain them, so save this for important messages. Post general updates and product info to your wall.

Accept or ignore causes, pages, etc. as appropriate and as you wish your customer’s to perceive you and your business (religious, political, etc.)

Engage your fans. Reply to their posts and respond to emails as you would your regular email in-box.

Update your page as frequently as makes sense for you and your business. Post photos, specials, recipes, ask opinions, etc. Keep it interesting!

Seriously consider allowing your fans the option to post. Many businesses have their page set so that only they can post, which can come off as very self-serving. Encourage engagement by your fans!

Save time and energy. Link your fan page to your Twitter to update both at once.

Post and tag your fans in photos of your events. However, use discretion when posting! You will not create good will if you post unflattering photos of anyone.

Post specials or special offers. Such as these recent posts: Cindy Winery: Join us for lunch today and receive 50% off our flatbreads or 1 glass of CW wine with mention of the word of the day: Pancetta. Starlight Wine Bar and Restaurant:Red Beans and Rice Tuesday! Heaping bowl of beans and rice served with grilled andouille and cornbread. ONLY $13 Every Tuesday.

Don't:

Send an invite to become a fan over and over. Once, maybe twice is enough. Sending more than is rude and intrusive.

Over use event invites. I have sometimes receives 4 or 5 invites from the same business within minutes. This is not a way to gain fans - it is a way to lose them.

Only use your fan page to sell, sell, sell. Yes, people realize that you are business, and you wish them to buy your product or wine, but who wants to go anywhere where they are just going to feel "sold to?". Mix it up and post some things just for fun and interest.

Instant message people as a means to sell something! (No, for the third time, I don't want to become an Avon Rep)

Instant message people with nothing to say. Assume that people are working, or at least have something to do. I get IM'd by people with a purpose "Can you be of assistance?" or with something specific to say it is fine. Getting IM's by someone I don't know with the only message being "Hi" is just annoying.

What has worked for you? Do you have tips for social media? Send them to me!

-Margie

PS - I will be heading down to Firestone Vineyards on the Central Coast this Sunday to compete as one of the top three Firestone Pathfinder contestants. - the top three chefs will be joining us. Follow the action on Sunday, Jan 10th and Monday, Jan. 11th during the cook off and announcement of the 2 lucky winners, who will be hiking the Inca Trail in April. And of course, any posts of support on the Firestone Discoveries Fan Page are greatly appreciated.

I also hope you'll join me in Washington DC on Jan 21st & 22nd for the Wine Entrepreneurs Conference. I'll be speaking on the Social Media Panel. See below for info and for a 10% discount!



Wine Conference 2010

Blending Old World rules with New World business models to revolutionize the wine industry

Wine Hospitality Network is a partner of the 2010 Wine Entrepreneur Conference, which will take place in Washington DC on January 21 & 22. Hosted by the Argentinean and Chilean embassies, the event will feature a dozen discussion panels, keynote luncheons and networking events where wine entrepreneurs will meet and share about new business models that fulfill their passion for wine.


The conference, the first ever to focus exclusively on wine entrepreneurship, will also be an opportunity for wine entrepreneurs - at various stages of their projects - to learn from some of the most forward-thinking professionals of the wine industry. On both days, panels will feature innovative wine entrepreneurs who were able to follow their passion for wine AND leverage tools such as the internet & social media, alternative financing techniques, innovative design, socially conscious philosophies, a recycling cap, out-of-the-box business models or a combination thereof.


For more information about the conference and to discover the impressive lineup of speakers, go to www.enterwine2010.com.


As a Wine Hospitality Network member, you get a 10% discount on registration prices (enter code WHN2010WEC).

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Posted in Customer / Guest Service, Restaurant Management, Wine / Wine Tasting, Social Media | 3 feedbacks »

The Inca Trail Challenge and a Fantastic Opportunity for Wine Entrepreneurs

December 16th, 2009

Wine and Hospitality Ezine

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Click here for your comments on last week's post: New Report Debunks Myth of the California Family Winery?

The Inca Trail Challenge and a Fantastic Opportunity for Wine Entrepreneurs

It's an interesting time for me! I am so honored to have be chosen to participate in two fun and exciting events: both as a speaker on the Wine & Social Media Panel (along with Hardy Wallace and Alyssa Rapp) at the 2010 Wine Entrepreneur Conference and being included in the final 10 of the Firestone Discoveries Inca Trail Challenge!


I can't begin to tell you how exciting this is! As one of the final 10 in the Firestone Challenge - out of almost 5000 - I think my love of food, wine, hiking and adventure would help me to be an excellent Inca Trail Pathfinder; and what an amazing adventure it would be. I would love your encouragement and support! If you would leave any positive messages for me on the Firestone Discoveries fan page, I would greatly appreciate it.

Are you an Entrepreneur?


Wine Hospitality Network is a partner of the 2010 Wine Entrepreneur Conference, which will take place in Washington DC on January 21 & 22, 2010. Hosted by the Argentinean and Chilean embassies, the event will feature a dozen discussion panels, keynote luncheons and networking events where wine entrepreneurs will meet and share about new business models that fulfill their passion for wine.


The conference, the first ever to focus exclusively on wine entrepreneurship, will also be an opportunity for wine entrepreneurs - at various stages of their projects - to learn from some of the most forward-thinking professionals of the wine industry. On both days, panels will feature innovative wine entrepreneurs who were able to follow their passion for wine AND leverage tools such as the internet & social media, alternative financing techniques, innovative design, socially conscious philosophies, a recycling cap, out-of-the-box business models or a combination thereof.
For more information about the conference and to discover the impressive lineup of speakers, go to

www.enterwine2010.com. As a Wine Hospitality Network member or Ezine subscriber, you get a 10% discount on registration prices (enter code WHN2010WEC).



-Margie

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Become a fan on facebook!

Become a fan on facebook!

Posted in Wine / Wine Tasting, Social Media | 1 feedback »

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