Its official, we are full blown Vayniacs at UrbanBacon.  Can you blame us?  The guy is flat out awesome!  Yesterday Gary Vaynerchuk posted a video calling out spammers on Facebook. You can watch the video here. One particular winery directly posted blatant spam on Wine Library TV’s Facebook Page.  They even had the audacity to link emails and offer a discount to customers.  Gary was not impressed by this marketing  fail…

According to Vaynerchuk, this is happening more on Facebook.  As his example proves, the food and hospitality industry are also among the spammers.  Which brings up a logical argument.  Are restaurants more likely to spam?  A unique battle restaurants have is the constant need to get the word out about daily specials.  Typically, unless people are actively looking for specials, they consider pushing them spammy.  Just like Gary implies, it’s time to stop spamming your customers.

Let’s face it, a large amount of restaurants are new to social media and online marketing.  Social media not like buying ads in your local newspaper.  It’s not a quick 30 second radio bit falling on deaf ears.  It’s not a television commercial that runs thousands of dollars per minute.  What is it than?

It’s a Conversation…Listen to Your Customers

That’s it.  You can’t post directly on other people’s walls and sell your business.  The old idea of exposure doesn’t work with the internet.  When you spam another user’s wall, you are slapping them directly in the face.  They don’t walk into your restaurant selling steaks do they?

I feel that owners want to treat social platforms like traditional media.  They think more tweets, more wall posts, and more comments will bring in business.  On the internet, that’s just more spam.

Focus on talking to other restaurants and users.  Leave valuable comments on their fan pages that praise their restaurant.  Get to know these people.  Make friends.  Then ask them to help promote your restaurant.  You can talk about yourself all day, but nobody listens until others are talking about you.

The main reason behind this post is that I don’t want to see restaurants spamming on Facebook.  Gary is 100% right.  In the long run, you’re only hurting yourself and your brand.  Focus on using social platforms to meet local people, and then make them customers.

What do you guys think about the video?  Is Gary spot on?  Do you think restaurants spam more?  Leave your comments below!

Welcome to our third interview on UrbanBacon, one that I am totally pumped about!

I was privileged to interview Arlene Maminta Browne from Robust Wine Bar located in our very own St. Louis, MO.  Arlene, and her husband Stanley, are the two masterminds behind the fabulous Robust Experience.  Truly two people who love life, their family, and wine.  Check out their blog to learn more.

I also want to personally thank Arlene for all the insight she has given us.  It is truly appreciated:)  Enough of me, check it out!

1. I know how much I love wine, and I can only imagine what owning a wine bar is like.  Can you tell me the story behind Robust and what are you guys looking to accomplish?

After 10 years in the wholesale wine business and 18 years in restaurants, Stanley was ready for a new challenge.  So we combined his experiences and tried to improve on what traditional restaurants do with their wine programs (often which can be over whelming to the average customer).  We wanted a more user friendly approach to wine and created the “Robust Factor” where people choose their wine based on body style, as most people know what style they like.  As far as the food, we wanted small plates because a lot of people, including Stanley and I, don’t want a big full meal all at once, and would rather try a few different dishes.  We always find ourselves sharing appetizers or splitting an entrée when we’re out dining.  We also included the retail Wine Shoppe component, because most people tend to forget the name of the wine they drank with dinner last week.  This way they can buy the wine they like after dinner, at a good retail price, and enjoy it at home.  Wine accessories, and reasonably priced small gifts are also available so people can buy a little something with a bottle of wine for use as a hostess gift, for a wine enthusiast, or a last minute impulse gift.

2. Your website is awesome!  As you mentioned, I noticed what you call The “Robust Factor.”  Can you explain a bit more what that factor is?

We wanted to make wine drinking easy, and more approachable, by encouraging the novice, as well as the wine expert.  The Robust Factor was designed to help people choose a wine by its body style rather than the traditional varietal or region you see on most menus.  Guests can choose by number and descriptor, 1 through 8, from lighter styles “Crisp”  and “Mellow” to bigger, bolder styles  like “Generous” and “Robust.”  It’s all a matter of what suits your taste.  All our wines are hand-picked by Stanley who is a Certified Sommelier and a Certified Specialist of Wine so you can always be assured of quality.

3. In 2009 Gary Vaynerchuk visited St. Louis to promote his book “Crush it!”  You guys invited him back to Robust afterward for wine…Can you tell me about that experience?

Let’s just say it was a rush!  There had been a lot of talk between our Twitter followers and Facebook fans all day, as well as a little behind the scenes work in the prior months.  We weren’t really sure if Gary was going to come or not.

I went to the book signing early with some fellow “Vayniacs” to get a good spot, while Stanley held down the fort at Robust.  We had a mission: Get Gary to Robust.  We even had a special wine flight named after him for the night “The Vayniac Flight.”

It truly was a team effort and together we pulled it off.  Gary told me when he was signing my book that he promised he would stop by for a little while.  I just kept repeating it in my head, “He said ‘he promised’, didn’t he?”  When he made the announcement after his talk that he was going to Robust and invited everyone to join him, I quickly texted Stanley and away we went!  Gary was ever so gracious and kind, spending time with everyone who came to see him.  We opened a bottle of Billecart Salmon Brut Rose, our celebratory champagne, and relished in the all around goodness!  I still get excited thinking about that night!

4. Let’s shift gears a bit.  You guys are heavily involved in social media online.  Do you think it’s a good idea for restaurants to adopt social media?  What successes have you seen?

ABSOLUTELY!  Social Media is one of the best ways to connect to your guests in the most interactive and meaningful way.  I would add a little caution to that statement for restaurants in general.  Due to the nature of the business, it is difficult to maintain this type of interaction with your customers because as many restaurateurs will tell you, there are so many moving parts to this business.  To make social media efforts successful, you really have to have someone who is completely dedicated to social media and makes time for it.  Stanley and I are lucky because as owners we have very set roles, but I keep him focused on the importance of interacting through social media, as well as overall marketing and PR.  Don’t get me wrong; there is certainly room for improvement, but one thing I know for sure is that social media isn’t going anywhere; it’s just getting stronger.  It’s really the way to get your story out and encourage positive word-of-mouth.

5. I feel like too many restaurants have a hard time seeing the benefits of building their brand online.  They rarely tweet, still have flash websites, and neglect their FB fan page.  Do you have any tips/words of encouragement for restaurants trying to build their online brand?

Like I said, the business is very time consuming and challenging on a consistent basis, so often times social media, marketing and PR get left on the back burner.  However, I do see that many restaurants make the mistake of using social media solely for advertising purposes.  I see it time and time again.  It can’t always be a commercial.  Engage your customers, ask them what they think and let them into your life a little bit.  We actually started our blog because with two little ones at home, and business expansion on the horizon, we realize we can’t always be with our customers as much as we would like to be.  Our blog, Twitter, Facebook, and text messaging allow us to interact and connect as much as possible without always being there in person.  It takes a lot of time and dedication, but believe me, it’s worth it.  We’ve been having a lot fun on twitter in particular lately.  Stanley calls it a “love fest!”

6. If it was your last glass on Earth:  White or Red Wine?

That’s easy! Champagne – and Stanley and I would be sharing it!