Social Media For Small Business: Caminito Argentinean Steakhouse
Social Media For Small Business: Caminito Argentinean Steakhouse
by

A continual frustration many business owners and brand managers have when investigating social media is that most of the case studies continue to come from the tech industry. While it would be easy to flip their ears for not being the forward-thinking innovators who take those learnings to their own category, translating a tech company or software platform’s marketing approach into the real world of business can be complicated and frustrating. Not only is the world of the web all Greek to them, but many Tech successes have come from organic growth fueled by all-night traffic-seeking binges from 20-something start-up junkies on speed rather than strategic marketing plans.

This is precisely why the first two entries in the Social Media For Small Business series have been brick-and-mortar-based, the kind you’ll find in every town of measurable size in the world. Today’s entry is a restaurant.

Caminito Argentinean Steakhouse is a single-location restaurant in Northampton, Mass., which is north of Springfield in the western end of the state. (Just to clarify there is much more to Mass than Boston.) While it would qualify as fine dining, it’s not unlike your normal steakhouse, just with an Argentinean slant to the menu. It’s the type of restaurant that would normally have a nice Yellow Pages ad, a weekly special ad in the local newspaper and maybe a strategically placed billboard or two, plus the obligatory tourism/travel guides.

But one partner in the business is Justin Levy, a serial entrepreneur who happens to also run an Internet public relations agency and has a solid foundation in social media. So, for this small restaurant in Northampton, the web offers a veritable cornucopia of cost effective marketing solutions.

While Caminito’s website isn’t eye-popping, the information you need to know is there. The content is updated regularly but Levy has spun the restaurant’s content off into The Prime Cuts Blog where the restaurant shares cooking and kitchen tips and tricks, recipes and more. It’s the kind of content you think you’re not going to particularly be interested in, then you think, “Yeah … I would like to know how to prepare a whole ribeye.” (I LOVE this post. I know they didn’t produce the charts, but it’s great, mind-broadening stuff.)

The nice thing about the blog is that, according to Levy, “We run it as a source on cooking grilling, cooking techniques and product reviews. We try to stay way from using it as a corporate blog but instead use our expertise from being in the restaurant industry to fuel the conversation.”

In addition to the blog, Caminito leverages social media by the following means:

  • Prime Cuts TV” is their YouTube channel where weekly/bi-weekly posts describe some of the techniques and how-to posts from the Prime Cuts Blog.
  • An extension of Prime Cuts TV on Viddler
  • Each restaurant news item that would warrant a press release is distributed via the web and posted on the Caminito website to enhance SEO benefits of relevant, keyword-rich content added frequently.
  • Google news and blog alerts are set up to monitor not only what people are saying about the restaurant, but also what other Argentinean steakhouses are doing around the country and what other area restaurants are doing. Levy says this helps hims stay up-to-date on menu changes, new ideas, good or bad reviews and more.
  • A monthly e-newsletter is sent to an opt-in email list to announce special events, special menus and more.
  • Caminito is very active on Yelp! and includes a link on its website to encourage users to leave reviews there.
  • Web analytics are monitored at least weekly and sometimes daily to see where traffic is coming from, judging return on investment for certain campaigns and promotions and make site enhancement decisions.
  • The restaurant has a MySpace page to reach the college age crowd with several area universities and colleges nearby. They post bulletins, blog posts and events there.
  • Caminito also uses Upcoming, both owners have the restaurant listed and talk openly about it on Facebook with new posts on Prime Cuts feeding into their notes. They’ve recently started a Facebook Brand Page for the restaurant as well. Levy is active on Twitter, Plurk and FriendFeed, networks through the Answers section of LinkedIn and has a Flickr account for restaurant-related images.

So all that is well and good, but what does it get them?

Who better to answer than Levy himself:

“Being only an 1 ¼ hrs or so away from Boston and 45 minutes from central Connecticut, as well as being a high end steakhouse, our Google rankings are very important to driving new business. My goal was that when someone would do searches for steakhouses in our general area, we would appear multiple times on the front page. We index better than some of the biggest names in our area, restaurants that have much bigger marketing budgets, high end websites, etc. In my opinion, if I saw a steakhouse appear multiple times on the front page, with little or no understanding of Google rankings, I’d think that must mean that they’re really good and I should check them out.

As far as our ROI on social media efforts, of course it’s always hard to determine that. But, what I do know is that since we turned our focus to social media, attracting inbound links, more internet marketing/less print advertising, etc., we have seen an approximate 30 percent boost in sales (year to date) in a time where a lot of restaurants are down 10-20 percent. Not all of that can be attributed to our online presence but I’m sure a good portion of it can. The blog and social media outposts help us reach and interact with our community as well as show our expertise in our space. I have done some research and can’t find anyone in our area (or in general) that’s doing what we’re doing as a restaurant.”

Not sure about you, but if doing all that means a 30 percent up-tick, I’m game.

And for the record, here’s where Caminito ranked for the following keywords in Google searches conducted Saturday night from a Louisville, Ky., IP address:

  • Argentinean steakhouse – No. 1 result
  • steakhouse northampton massachusetts – 1st three results, name visible in 6 of 10 front page results
  • steakhouse massachusetts – 2nd result on page 2
  • restaurant steak Northampton – 1st two results, name visible in three of 10 front page results

Do you know of a restaurant doing something different or perhaps more creative? Let us know in the comments. And the offer still stands: If you would like to guest post on Social Media Explorer and write about a small business social media case study, just send it to us at jason — at — jasonfalls.com.

IMAGE: Caminito Argentinean Steakhouse – Fire! by Justin Levy on Flickr.

About the Author

Jason Falls
Jason Falls is the founder of Social Media Explorer and one of the most notable and outspoken voices in the social media marketing industry. He is a noted marketing keynote speaker, author of two books and unapologetic bourbon aficionado. He can also be found at JasonFalls.com.
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  • jam smith

    Hi Guys,
    Its really informative News about online Dealership Loyalty Program ,And Very helpful articles for dealership and Pre paid Maintenance.I like it. 
    Thanks for sharing wonderful articles regarding online business.

  • Jason–great article. Sometimes strategic marketing is a must when you want your company to succeed. Marketing is something that some entrepreneurs overlook. They think that since they have a great product–it is going to sell itself. Marketing is also going to move to more internet-based. That is where businesses should focus on. Is this what you predict Jason?  

  • Search Engine Optimization(SEO) is important but it needs to be combined with a well distributed plan for Search Engine Visibility (SEV).

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  • Good to know, David. Thank you!

  • davidbaer

    The Center for Media Research has released a study by Vertical Response that shows just where many of these ‘Main Street’ players are going with their online dollars. The big winners: e-mail and social media. With only 3.8% of small business folks NOT planning on using e-mail marketing and with social media carrying the perception of being free (which they so rudely discover it is far from free) this should make some in the banner and search crowd a little wary.

    http://www.onlineuniversalwork.com

  • davidbaer

    The Center for Media Research has released a study by Vertical Response that shows just where many of these ‘Main Street’ players are going with their online dollars. The big winners: e-mail and social media. With only 3.8% of small business folks NOT planning on using e-mail marketing and with social media carrying the perception of being free (which they so rudely discover it is far from free) this should make some in the banner and search crowd a little wary.

    http://www.onlineuniversalwork.com

  • This is really a very nice example and should be used as guide by many small businesses.

    • Can't disagree. Thanks for chiming in.

  • abass

    Small Business owners are largely forgotten. Thats why I only focus on them. I have experience several members of my family file bankruptcy due to small business failures. I also I suffered through 2 destroyed businesses due to failure however, in my failings I have learned some of the secrets to success. (Who can say they know it all?)
    What I like about small business owners is that they are not afraid to take huge risks and lay it all on the line. But, I agree they do need a lot of help with their marketing. I think having them go the social media and email route is not only the least expensive but its also the most effective. Thanks for the stats!
    http://www.onlineuniversalwork.com

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  • max191

    It seems that you are maintaining a steady blogging pace. Well done! Looking for more updates from your end. Thanks a lot!
    regards
    charcoal grill

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  • Wow, a 30% increase in sales is outstanding. I tell people all the time that online advertising tends to cost less and go further.

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  • That's a great example. The one thing I like the most about it is that every one of its social media outlets is delivering industry specific value for people. The Youtube channel deals with cooking, that's how it should be.

    Sometimes you get the sense there's a lot of social media activity going on just for the sake of being online without making it a part of a valuable brand experience that their market cares about.

  • That's a great example. The one thing I like the most about it is that every one of its social media outlets is delivering industry specific value for people. The Youtube channel deals with cooking, that's how it should be.

    Sometimes you get the sense there's a lot of social media activity going on just for the sake of being online without making it a part of a valuable brand experience that their market cares about.

  • That's a great example. The one thing I like the most about it is that every one of its social media outlets is delivering industry specific value for people. The Youtube channel deals with cooking, that's how it should be.

    Sometimes you get the sense there's a lot of social media activity going on just for the sake of being online without making it a part of a valuable brand experience that their market cares about.

  • That's a great example. The one thing I like the most about it is that every one of its social media outlets is delivering industry specific value for people. The Youtube channel deals with cooking, that's how it should be.

    Sometimes you get the sense there's a lot of social media activity going on just for the sake of being online without making it a part of a valuable brand experience that their market cares about.

  • That's a great example. The one thing I like the most about it is that every one of its social media outlets is delivering industry specific value for people. The Youtube channel deals with cooking, that's how it should be.

    Sometimes you get the sense there's a lot of social media activity going on just for the sake of being online without making it a part of a valuable brand experience that their market cares about.

  • That's a great example. The one thing I like the most about it is that every one of its social media outlets is delivering industry specific value for people. The Youtube channel deals with cooking, that's how it should be.

    Sometimes you get the sense there's a lot of social media activity going on just for the sake of being online without making it a part of a valuable brand experience that their market cares about.

  • That's a great example. The one thing I like the most about it is that every one of its social media outlets is delivering industry specific value for people. The Youtube channel deals with cooking, that's how it should be.

    Sometimes you get the sense there's a lot of social media activity going on just for the sake of being online without making it a part of a valuable brand experience that their market cares about.

  • That's a great example. The one thing I like the most about it is that every one of its social media outlets is delivering industry specific value for people. The Youtube channel deals with cooking, that's how it should be.

    Sometimes you get the sense there's a lot of social media activity going on just for the sake of being online without making it a part of a valuable brand experience that their market cares about.

  • Thanks for the kind words. Glad we could offer up something of use. Thanks for the comment!

  • Thanks for the kind words. Glad we could offer up something of use. Thanks for the comment!

  • Thanks for the kind words. Glad we could offer up something of use. Thanks for the comment!

  • Thanks for the kind words. Glad we could offer up something of use. Thanks for the comment!

  • Thanks for the kind words. Glad we could offer up something of use. Thanks for the comment!

  • Thanks for the kind words. Glad we could offer up something of use. Thanks for the comment!

  • Thanks for the kind words. Glad we could offer up something of use. Thanks for the comment!

  • This is an unbelievable post! This is the type of content that is useful. So much of internet marketing is geared towards creating and helping more internet marketers. APPLYING internet marketing to existing businesses, now that's interesting. So exciting to read ideas that people can choose to use in their businesses! Thank you and Happy Holidays!

  • This is an unbelievable post! This is the type of content that is useful. So much of internet marketing is geared towards creating and helping more internet marketers. APPLYING internet marketing to existing businesses, now that's interesting. So exciting to read ideas that people can choose to use in their businesses! Thank you and Happy Holidays!

  • This is an unbelievable post! This is the type of content that is useful. So much of internet marketing is geared towards creating and helping more internet marketers. APPLYING internet marketing to existing businesses, now that's interesting. So exciting to read ideas that people can choose to use in their businesses! Thank you and Happy Holidays!

  • This is an unbelievable post! This is the type of content that is useful. So much of internet marketing is geared towards creating and helping more internet marketers. APPLYING internet marketing to existing businesses, now that's interesting. So exciting to read ideas that people can choose to use in their businesses! Thank you and Happy Holidays!

  • This is an unbelievable post! This is the type of content that is useful. So much of internet marketing is geared towards creating and helping more internet marketers. APPLYING internet marketing to existing businesses, now that's interesting. So exciting to read ideas that people can choose to use in their businesses! Thank you and Happy Holidays!

  • This is an unbelievable post! This is the type of content that is useful. So much of internet marketing is geared towards creating and helping more internet marketers. APPLYING internet marketing to existing businesses, now that's interesting. So exciting to read ideas that people can choose to use in their businesses! Thank you and Happy Holidays!

  • This is an unbelievable post! This is the type of content that is useful. So much of internet marketing is geared towards creating and helping more internet marketers. APPLYING internet marketing to existing businesses, now that's interesting. So exciting to read ideas that people can choose to use in their businesses! Thank you and Happy Holidays!

  • This is an unbelievable post! This is the type of content that is useful. So much of internet marketing is geared towards creating and helping more internet marketers. APPLYING internet marketing to existing businesses, now that's interesting. So exciting to read ideas that people can choose to use in their businesses! Thank you and Happy Holidays!

    • Thanks for the kind words. Glad we could offer up something of use. Thanks for the comment!

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  • I think this is great! I love reading about creative things that small businesses are doing whether it is involved with social media or other ideas like the one you mentioned. Stereotypically there is not that high of an expectation for great service from to-go Chinese restaurants. That is what makes what you shared so refreshing to hear!

    Thanks again for sharing!

  • I think this is great! I love reading about creative things that small businesses are doing whether it is involved with social media or other ideas like the one you mentioned. Stereotypically there is not that high of an expectation for great service from to-go Chinese restaurants. That is what makes what you shared so refreshing to hear!

    Thanks again for sharing!

  • I think this is great! I love reading about creative things that small businesses are doing whether it is involved with social media or other ideas like the one you mentioned. Stereotypically there is not that high of an expectation for great service from to-go Chinese restaurants. That is what makes what you shared so refreshing to hear!

    Thanks again for sharing!

  • I think this is great! I love reading about creative things that small businesses are doing whether it is involved with social media or other ideas like the one you mentioned. Stereotypically there is not that high of an expectation for great service from to-go Chinese restaurants. That is what makes what you shared so refreshing to hear!

    Thanks again for sharing!

  • I think this is great! I love reading about creative things that small businesses are doing whether it is involved with social media or other ideas like the one you mentioned. Stereotypically there is not that high of an expectation for great service from to-go Chinese restaurants. That is what makes what you shared so refreshing to hear!

    Thanks again for sharing!

  • I think this is great! I love reading about creative things that small businesses are doing whether it is involved with social media or other ideas like the one you mentioned. Stereotypically there is not that high of an expectation for great service from to-go Chinese restaurants. That is what makes what you shared so refreshing to hear!

    Thanks again for sharing!

  • I think this is great! I love reading about creative things that small businesses are doing whether it is involved with social media or other ideas like the one you mentioned. Stereotypically there is not that high of an expectation for great service from to-go Chinese restaurants. That is what makes what you shared so refreshing to hear!

    Thanks again for sharing!

  • Hi Barb,

    Thank you for your comments and if you or your friend has any questions, I'd be more than happy to help.

    As far as deciding what groups to affiliate with, you always have to keep your brand and the message you're trying to put out there in mind. We're always willing to support groups who are trying to improve the environment as we invest in being “green” within our restaurant hence the fan page for the group on FB.

    Another thing to consider is the general group of people that are on specific networks. As Jason mentioned, we are on MySpace because of the local colleges in the area. However, if we weren't in a college area, we wouldn't have a MySpace page. The decision of what networks to join can be a daunting one but I generally go to where the most people are and also where I think most of my customers are, for those who are actually on social networks. Also, I deeply care about developing relationships and not just pushing out information about the restaurant so I join groups that I want to join for those reasons.

  • Hi Barb,

    Thank you for your comments and if you or your friend has any questions, I'd be more than happy to help.

    As far as deciding what groups to affiliate with, you always have to keep your brand and the message you're trying to put out there in mind. We're always willing to support groups who are trying to improve the environment as we invest in being “green” within our restaurant hence the fan page for the group on FB.

    Another thing to consider is the general group of people that are on specific networks. As Jason mentioned, we are on MySpace because of the local colleges in the area. However, if we weren't in a college area, we wouldn't have a MySpace page. The decision of what networks to join can be a daunting one but I generally go to where the most people are and also where I think most of my customers are, for those who are actually on social networks. Also, I deeply care about developing relationships and not just pushing out information about the restaurant so I join groups that I want to join for those reasons.

  • Hi Barb,

    Thank you for your comments and if you or your friend has any questions, I'd be more than happy to help.

    As far as deciding what groups to affiliate with, you always have to keep your brand and the message you're trying to put out there in mind. We're always willing to support groups who are trying to improve the environment as we invest in being “green” within our restaurant hence the fan page for the group on FB.

    Another thing to consider is the general group of people that are on specific networks. As Jason mentioned, we are on MySpace because of the local colleges in the area. However, if we weren't in a college area, we wouldn't have a MySpace page. The decision of what networks to join can be a daunting one but I generally go to where the most people are and also where I think most of my customers are, for those who are actually on social networks. Also, I deeply care about developing relationships and not just pushing out information about the restaurant so I join groups that I want to join for those reasons.

  • Hi Barb,

    Thank you for your comments and if you or your friend has any questions, I'd be more than happy to help.

    As far as deciding what groups to affiliate with, you always have to keep your brand and the message you're trying to put out there in mind. We're always willing to support groups who are trying to improve the environment as we invest in being “green” within our restaurant hence the fan page for the group on FB.

    Another thing to consider is the general group of people that are on specific networks. As Jason mentioned, we are on MySpace because of the local colleges in the area. However, if we weren't in a college area, we wouldn't have a MySpace page. The decision of what networks to join can be a daunting one but I generally go to where the most people are and also where I think most of my customers are, for those who are actually on social networks. Also, I deeply care about developing relationships and not just pushing out information about the restaurant so I join groups that I want to join for those reasons.

  • Hi Barb,

    Thank you for your comments and if you or your friend has any questions, I'd be more than happy to help.

    As far as deciding what groups to affiliate with, you always have to keep your brand and the message you're trying to put out there in mind. We're always willing to support groups who are trying to improve the environment as we invest in being “green” within our restaurant hence the fan page for the group on FB.

    Another thing to consider is the general group of people that are on specific networks. As Jason mentioned, we are on MySpace because of the local colleges in the area. However, if we weren't in a college area, we wouldn't have a MySpace page. The decision of what networks to join can be a daunting one but I generally go to where the most people are and also where I think most of my customers are, for those who are actually on social networks. Also, I deeply care about developing relationships and not just pushing out information about the restaurant so I join groups that I want to join for those reasons.

  • Hi Barb,

    Thank you for your comments and if you or your friend has any questions, I'd be more than happy to help.

    As far as deciding what groups to affiliate with, you always have to keep your brand and the message you're trying to put out there in mind. We're always willing to support groups who are trying to improve the environment as we invest in being “green” within our restaurant hence the fan page for the group on FB.

    Another thing to consider is the general group of people that are on specific networks. As Jason mentioned, we are on MySpace because of the local colleges in the area. However, if we weren't in a college area, we wouldn't have a MySpace page. The decision of what networks to join can be a daunting one but I generally go to where the most people are and also where I think most of my customers are, for those who are actually on social networks. Also, I deeply care about developing relationships and not just pushing out information about the restaurant so I join groups that I want to join for those reasons.

  • Hi Barb,

    Thank you for your comments and if you or your friend has any questions, I'd be more than happy to help.

    As far as deciding what groups to affiliate with, you always have to keep your brand and the message you're trying to put out there in mind. We're always willing to support groups who are trying to improve the environment as we invest in being “green” within our restaurant hence the fan page for the group on FB.

    Another thing to consider is the general group of people that are on specific networks. As Jason mentioned, we are on MySpace because of the local colleges in the area. However, if we weren't in a college area, we wouldn't have a MySpace page. The decision of what networks to join can be a daunting one but I generally go to where the most people are and also where I think most of my customers are, for those who are actually on social networks. Also, I deeply care about developing relationships and not just pushing out information about the restaurant so I join groups that I want to join for those reasons.

  • I forwarded this to a friend who just started a coffee place in Spokane, Coffee Social. Great advice.

    This morning I read Chris Brogan's post on not being a jerk on Facebook at http://www.chrisbrogan.com/how-not-to-be-a-jerk….

    Having read that, I'm thinking about how a business decides what pages/groups it affiliates with by being a fan, and wondering why an Argentinean restaurant in Massachusetts is a fan of green activities in Australia on its FB page.

    There's presumably a story there (maybe they serve Australian grass-fed beef?), and it doesn't hurt the brand in my eyes, but it's another item on my list to think about as I build the FB page for my campus.

    As always, great stuff worth sharing, and I particularly appreciate these small business case studies because it gets outside the echo chamber.

    @BarbChamberlain

  • I forwarded this to a friend who just started a coffee place in Spokane, Coffee Social. Great advice.

    This morning I read Chris Brogan's post on not being a jerk on Facebook at http://www.chrisbrogan.com/how-not-to-be-a-jerk….

    Having read that, I'm thinking about how a business decides what pages/groups it affiliates with by being a fan, and wondering why an Argentinean restaurant in Massachusetts is a fan of green activities in Australia on its FB page.

    There's presumably a story there (maybe they serve Australian grass-fed beef?), and it doesn't hurt the brand in my eyes, but it's another item on my list to think about as I build the FB page for my campus.

    As always, great stuff worth sharing, and I particularly appreciate these small business case studies because it gets outside the echo chamber.

    @BarbChamberlain

  • I forwarded this to a friend who just started a coffee place in Spokane, Coffee Social. Great advice.

    This morning I read Chris Brogan's post on not being a jerk on Facebook at http://www.chrisbrogan.com/how-not-to-be-a-jerk….

    Having read that, I'm thinking about how a business decides what pages/groups it affiliates with by being a fan, and wondering why an Argentinean restaurant in Massachusetts is a fan of green activities in Australia on its FB page.

    There's presumably a story there (maybe they serve Australian grass-fed beef?), and it doesn't hurt the brand in my eyes, but it's another item on my list to think about as I build the FB page for my campus.

    As always, great stuff worth sharing, and I particularly appreciate these small business case studies because it gets outside the echo chamber.

    @BarbChamberlain

  • I forwarded this to a friend who just started a coffee place in Spokane, Coffee Social. Great advice.

    This morning I read Chris Brogan's post on not being a jerk on Facebook at http://www.chrisbrogan.com/how-not-to-be-a-jerk….

    Having read that, I'm thinking about how a business decides what pages/groups it affiliates with by being a fan, and wondering why an Argentinean restaurant in Massachusetts is a fan of green activities in Australia on its FB page.

    There's presumably a story there (maybe they serve Australian grass-fed beef?), and it doesn't hurt the brand in my eyes, but it's another item on my list to think about as I build the FB page for my campus.

    As always, great stuff worth sharing, and I particularly appreciate these small business case studies because it gets outside the echo chamber.

    @BarbChamberlain

  • I forwarded this to a friend who just started a coffee place in Spokane, Coffee Social. Great advice.

    This morning I read Chris Brogan's post on not being a jerk on Facebook at http://www.chrisbrogan.com/how-not-to-be-a-jerk….

    Having read that, I'm thinking about how a business decides what pages/groups it affiliates with by being a fan, and wondering why an Argentinean restaurant in Massachusetts is a fan of green activities in Australia on its FB page.

    There's presumably a story there (maybe they serve Australian grass-fed beef?), and it doesn't hurt the brand in my eyes, but it's another item on my list to think about as I build the FB page for my campus.

    As always, great stuff worth sharing, and I particularly appreciate these small business case studies because it gets outside the echo chamber.

    @BarbChamberlain

  • I forwarded this to a friend who just started a coffee place in Spokane, Coffee Social. Great advice.

    This morning I read Chris Brogan's post on not being a jerk on Facebook at http://www.chrisbrogan.com/how-not-to-be-a-jerk….

    Having read that, I'm thinking about how a business decides what pages/groups it affiliates with by being a fan, and wondering why an Argentinean restaurant in Massachusetts is a fan of green activities in Australia on its FB page.

    There's presumably a story there (maybe they serve Australian grass-fed beef?), and it doesn't hurt the brand in my eyes, but it's another item on my list to think about as I build the FB page for my campus.

    As always, great stuff worth sharing, and I particularly appreciate these small business case studies because it gets outside the echo chamber.

    @BarbChamberlain

  • I forwarded this to a friend who just started a coffee place in Spokane, Coffee Social. Great advice.

    This morning I read Chris Brogan's post on not being a jerk on Facebook at http://www.chrisbrogan.com/how-not-to-be-a-jerk….

    Having read that, I'm thinking about how a business decides what pages/groups it affiliates with by being a fan, and wondering why an Argentinean restaurant in Massachusetts is a fan of green activities in Australia on its FB page.

    There's presumably a story there (maybe they serve Australian grass-fed beef?), and it doesn't hurt the brand in my eyes, but it's another item on my list to think about as I build the FB page for my campus.

    As always, great stuff worth sharing, and I particularly appreciate these small business case studies because it gets outside the echo chamber.

    @BarbChamberlain

  • I forwarded this to a friend who just started a coffee place in Spokane, Coffee Social. Great advice.

    This morning I read Chris Brogan's post on not being a jerk on Facebook at http://www.chrisbrogan.com/how-not-to-be-a-jerk….

    Having read that, I'm thinking about how a business decides what pages/groups it affiliates with by being a fan, and wondering why an Argentinean restaurant in Massachusetts is a fan of green activities in Australia on its FB page.

    There's presumably a story there (maybe they serve Australian grass-fed beef?), and it doesn't hurt the brand in my eyes, but it's another item on my list to think about as I build the FB page for my campus.

    As always, great stuff worth sharing, and I particularly appreciate these small business case studies because it gets outside the echo chamber.

    @BarbChamberlain

    • Hi Barb,

      Thank you for your comments and if you or your friend has any questions, I'd be more than happy to help.

      As far as deciding what groups to affiliate with, you always have to keep your brand and the message you're trying to put out there in mind. We're always willing to support groups who are trying to improve the environment as we invest in being “green” within our restaurant hence the fan page for the group on FB.

      Another thing to consider is the general group of people that are on specific networks. As Jason mentioned, we are on MySpace because of the local colleges in the area. However, if we weren't in a college area, we wouldn't have a MySpace page. The decision of what networks to join can be a daunting one but I generally go to where the most people are and also where I think most of my customers are, for those who are actually on social networks. Also, I deeply care about developing relationships and not just pushing out information about the restaurant so I join groups that I want to join for those reasons.

  • No problem – and the only other Chinese I've ever ordered from was one whose delivery driver always chatted to use about our plans for the weekend etc – it turned out he was the owner!

    Just wish I'd transferred the post I'd written about it to my new domain already to link to – my surprise is pretty obvious.

    The big lesson it also reinforced for me is that the idea of personal connections and social promotion should never just be about online marketing – for instance Innocent drinks allow and encourage people to visit their HQ pretty much anytime they like – how many companies would include that alongside their Facebook vanity page?

  • No problem – and the only other Chinese I've ever ordered from was one whose delivery driver always chatted to use about our plans for the weekend etc – it turned out he was the owner!

    Just wish I'd transferred the post I'd written about it to my new domain already to link to – my surprise is pretty obvious.

    The big lesson it also reinforced for me is that the idea of personal connections and social promotion should never just be about online marketing – for instance Innocent drinks allow and encourage people to visit their HQ pretty much anytime they like – how many companies would include that alongside their Facebook vanity page?

  • No problem – and the only other Chinese I've ever ordered from was one whose delivery driver always chatted to use about our plans for the weekend etc – it turned out he was the owner!

    Just wish I'd transferred the post I'd written about it to my new domain already to link to – my surprise is pretty obvious.

    The big lesson it also reinforced for me is that the idea of personal connections and social promotion should never just be about online marketing – for instance Innocent drinks allow and encourage people to visit their HQ pretty much anytime they like – how many companies would include that alongside their Facebook vanity page?

  • No problem – and the only other Chinese I've ever ordered from was one whose delivery driver always chatted to use about our plans for the weekend etc – it turned out he was the owner!

    Just wish I'd transferred the post I'd written about it to my new domain already to link to – my surprise is pretty obvious.

    The big lesson it also reinforced for me is that the idea of personal connections and social promotion should never just be about online marketing – for instance Innocent drinks allow and encourage people to visit their HQ pretty much anytime they like – how many companies would include that alongside their Facebook vanity page?

  • No problem – and the only other Chinese I've ever ordered from was one whose delivery driver always chatted to use about our plans for the weekend etc – it turned out he was the owner!

    Just wish I'd transferred the post I'd written about it to my new domain already to link to – my surprise is pretty obvious.

    The big lesson it also reinforced for me is that the idea of personal connections and social promotion should never just be about online marketing – for instance Innocent drinks allow and encourage people to visit their HQ pretty much anytime they like – how many companies would include that alongside their Facebook vanity page?

  • No problem – and the only other Chinese I've ever ordered from was one whose delivery driver always chatted to use about our plans for the weekend etc – it turned out he was the owner!

    Just wish I'd transferred the post I'd written about it to my new domain already to link to – my surprise is pretty obvious.

    The big lesson it also reinforced for me is that the idea of personal connections and social promotion should never just be about online marketing – for instance Innocent drinks allow and encourage people to visit their HQ pretty much anytime they like – how many companies would include that alongside their Facebook vanity page?

  • No problem – and the only other Chinese I've ever ordered from was one whose delivery driver always chatted to use about our plans for the weekend etc – it turned out he was the owner!

    Just wish I'd transferred the post I'd written about it to my new domain already to link to – my surprise is pretty obvious.

    The big lesson it also reinforced for me is that the idea of personal connections and social promotion should never just be about online marketing – for instance Innocent drinks allow and encourage people to visit their HQ pretty much anytime they like – how many companies would include that alongside their Facebook vanity page?

  • Awesome idea. Thanks for sharing it, Dan. It really is that personal relationship, or connection, that fuels brand enthusiasm. Bet you won't order from another Chinese place anytime soon. Nice thought.

  • Awesome idea. Thanks for sharing it, Dan. It really is that personal relationship, or connection, that fuels brand enthusiasm. Bet you won't order from another Chinese place anytime soon. Nice thought.

  • Awesome idea. Thanks for sharing it, Dan. It really is that personal relationship, or connection, that fuels brand enthusiasm. Bet you won't order from another Chinese place anytime soon. Nice thought.

  • Awesome idea. Thanks for sharing it, Dan. It really is that personal relationship, or connection, that fuels brand enthusiasm. Bet you won't order from another Chinese place anytime soon. Nice thought.

  • Awesome idea. Thanks for sharing it, Dan. It really is that personal relationship, or connection, that fuels brand enthusiasm. Bet you won't order from another Chinese place anytime soon. Nice thought.

  • Awesome idea. Thanks for sharing it, Dan. It really is that personal relationship, or connection, that fuels brand enthusiasm. Bet you won't order from another Chinese place anytime soon. Nice thought.

  • Awesome idea. Thanks for sharing it, Dan. It really is that personal relationship, or connection, that fuels brand enthusiasm. Bet you won't order from another Chinese place anytime soon. Nice thought.

  • A new Chinese takeaway did a great job when it originally opened near me. Not only did it send out a pack including a letter describing why it was good, a menu, a voucher for free beer etc, but every time I ordered from them, I'd get a phone call 2-3 hours later from the shop, asking if the meal was OK…

    It's the only time I've known it to happen, and it's a great way to generate loyalty for an additional 5 minutes per order. It also means they'd actually know if a driver was slacking, or the food had been sat on etc, rather than anonymously losing a customer who wasn't encouraged to give feedback.

  • A new Chinese takeaway did a great job when it originally opened near me. Not only did it send out a pack including a letter describing why it was good, a menu, a voucher for free beer etc, but every time I ordered from them, I'd get a phone call 2-3 hours later from the shop, asking if the meal was OK…

    It's the only time I've known it to happen, and it's a great way to generate loyalty for an additional 5 minutes per order. It also means they'd actually know if a driver was slacking, or the food had been sat on etc, rather than anonymously losing a customer who wasn't encouraged to give feedback.

  • A new Chinese takeaway did a great job when it originally opened near me. Not only did it send out a pack including a letter describing why it was good, a menu, a voucher for free beer etc, but every time I ordered from them, I'd get a phone call 2-3 hours later from the shop, asking if the meal was OK…

    It's the only time I've known it to happen, and it's a great way to generate loyalty for an additional 5 minutes per order. It also means they'd actually know if a driver was slacking, or the food had been sat on etc, rather than anonymously losing a customer who wasn't encouraged to give feedback.

  • A new Chinese takeaway did a great job when it originally opened near me. Not only did it send out a pack including a letter describing why it was good, a menu, a voucher for free beer etc, but every time I ordered from them, I'd get a phone call 2-3 hours later from the shop, asking if the meal was OK…

    It's the only time I've known it to happen, and it's a great way to generate loyalty for an additional 5 minutes per order. It also means they'd actually know if a driver was slacking, or the food had been sat on etc, rather than anonymously losing a customer who wasn't encouraged to give feedback.

  • A new Chinese takeaway did a great job when it originally opened near me. Not only did it send out a pack including a letter describing why it was good, a menu, a voucher for free beer etc, but every time I ordered from them, I'd get a phone call 2-3 hours later from the shop, asking if the meal was OK…

    It's the only time I've known it to happen, and it's a great way to generate loyalty for an additional 5 minutes per order. It also means they'd actually know if a driver was slacking, or the food had been sat on etc, rather than anonymously losing a customer who wasn't encouraged to give feedback.

  • A new Chinese takeaway did a great job when it originally opened near me. Not only did it send out a pack including a letter describing why it was good, a menu, a voucher for free beer etc, but every time I ordered from them, I'd get a phone call 2-3 hours later from the shop, asking if the meal was OK…

    It's the only time I've known it to happen, and it's a great way to generate loyalty for an additional 5 minutes per order. It also means they'd actually know if a driver was slacking, or the food had been sat on etc, rather than anonymously losing a customer who wasn't encouraged to give feedback.

  • A new Chinese takeaway did a great job when it originally opened near me. Not only did it send out a pack including a letter describing why it was good, a menu, a voucher for free beer etc, but every time I ordered from them, I'd get a phone call 2-3 hours later from the shop, asking if the meal was OK…

    It's the only time I've known it to happen, and it's a great way to generate loyalty for an additional 5 minutes per order. It also means they'd actually know if a driver was slacking, or the food had been sat on etc, rather than anonymously losing a customer who wasn't encouraged to give feedback.

  • A new Chinese takeaway did a great job when it originally opened near me. Not only did it send out a pack including a letter describing why it was good, a menu, a voucher for free beer etc, but every time I ordered from them, I'd get a phone call 2-3 hours later from the shop, asking if the meal was OK…

    It's the only time I've known it to happen, and it's a great way to generate loyalty for an additional 5 minutes per order. It also means they'd actually know if a driver was slacking, or the food had been sat on etc, rather than anonymously losing a customer who wasn't encouraged to give feedback.

    • Awesome idea. Thanks for sharing it, Dan. It really is that personal relationship, or connection, that fuels brand enthusiasm. Bet you won't order from another Chinese place anytime soon. Nice thought.

      • No problem – and the only other Chinese I've ever ordered from was one whose delivery driver always chatted to use about our plans for the weekend etc – it turned out he was the owner!

        Just wish I'd transferred the post I'd written about it to my new domain already to link to – my surprise is pretty obvious.

        The big lesson it also reinforced for me is that the idea of personal connections and social promotion should never just be about online marketing – for instance Innocent drinks allow and encourage people to visit their HQ pretty much anytime they like – how many companies would include that alongside their Facebook vanity page?

    • I think this is great! I love reading about creative things that small businesses are doing whether it is involved with social media or other ideas like the one you mentioned. Stereotypically there is not that high of an expectation for great service from to-go Chinese restaurants. That is what makes what you shared so refreshing to hear!

      Thanks again for sharing!