theCynch

Chef Tony’s social media stats:

• Twitter followers: 4763
• Facebook friends: 900
• Youtube uploads: 143
• LinkedIn connections: 259

I had the pleasure of interviewing Chef Tony Marciante of Visions Restaurant.

He is an award-winning chef, restaurateur and has been an entrepreneur since the age of 7.

Chef Tony has 23 years of experience in the restaurant business and has combined this with his love of social media, marketing and technology.

1. What made you realize that social media is a big deal?

I got involved around three years ago. I just dove in and like many, didn’t do too much initially.

When I launched my restaurant I realized the power of social media and really got into it mid 2007.

It is a great way to keep people in touch with the process and do some pre-marketing.

2. How has social media changed your relationship with your guests?

My guests can keep in touch with me, feel connected, and can help promote. It also allows me to have immediate conversations with a guest if something goes wrong.

Community is key. Any restauranteur (especially an independent) is missing the boat if they are not crushing social media.

3. Is there one site (Facebook, Twitter, Youtube) that you find your guests responding to the most?

Probably in order:

• 1. Twitter
• 2. Facebook
• 3. E-mail (I know, not social media, but being on top of it makes a difference)
• 4. Youtube (My videos have over 4,000 views…and I’ve never even got serious about it, though I need to)

Twitter is quick, short and gets messages across the fastest. I’ve recently discovered Posterous; a great site to multipost images and video around…it’s AMAZING how many free and powerful tools we have online.

It’s foolish not to use them to their max capacity.

4. You’ve mentioned that social media has opened up new business opportunities.Do you have any specific instances of how this has happened?

I have a cable show with a good friend, and we interact consistently over social media.

I’ve also met a large group of techies in Bethesda at a Tweet-Up at my restaurant. From that connection we’re developing iPhone apps, and we may become the head writers for a Twitter-based restaurant site.

5. What unique challenges does your industry have in the social media world?

This could take several days to discuss, but I’ll mention the top topics.

Large restaurant companies don’t truly know how to engage. I don’t want to generalize, but I don’t see many restaurants with amazing uses of social media. (But I am available to teach them for a small fee.)

Every restaurant chain should have their kitchen manager, chef, general manager and all subordinate managers engaging with clients and keeping in touch with suppliers on Twitter and Facebook!

The best that most restaurant companies usually do is to set up social media accounts, then put fancy buttons on their sites. They never fully engage.

Restaurants need to “keep it real” and use smartphones to take photos of dishes, do quick interviews, use podcasts and other new-media methods to engage inside staff, outsides guests, and news media.

We can all create an amazing amount of presentations, and I don’t have enough time to execute all my ideas. I’m in the process of rebranding, so I’ll be using many outlets to engage:

• Podcasts (Just started)
• Twitter: Visions Bethesda
• Twitter: Chef Tony
• Youtube: Chef Life Tony

Restaurants can be content creators by publishing interviews and creating weekly podcasts to increase brand recognition. There are too many companies that are run by out-of-touch executives who don’t realize the power of social media.

6. In the same vein, what unique advantages does your industry have in the social media world?

We (in the biz) are experts at creating relationships, and social media is all about relationships!

We just need to put it into our workflow. It doesn’t have to be that much more work—we just have to have the mindset that everything we do can be interesting to outsiders.

Many people are interested in seeing “behind the scenes,” so we broadcast “the inside,” (video posts of parties in our restaurant and interviews with staff). We get followers and develop community.

We have so much going on daily that there are tons of opportunites to get content!

7. What do you think of Foursquare and/or Gowalla?

I love them and we are just getting more aggressive with these. There are huge opportunities with these types of apps, and smart businesses will begin to realize how to reward their patrons. Offering a free appetizer or drink, for example, is a great opportunity to get viral.

8. What are you most excited to see in the future of social media?

Me emerging as the “King of Social Media” in the restaurant world. (Ha, for real.)

Beyond that, I see restaurants finally realizing that social media is one of the biggest and most cost-effective way to change how people see restaurants. Hopefully customers will realize what restaurants and chefs go through to make good food, and the petty grievances will go away.

The game has changed and we have control. We don’t need to spend $1,500 on ads in major newspapers. We have the power now, and we have it (mostly) for free!

I also hope that restaurants will become fully integrated into society with complete transparency. As our industry continues to elevate and become easier to finance and get a better success rate. It’s a ridiculously tough industry to work in, and anything that helps build business will help.

With added business from social media outlets, hopefully chefs can start to have a more-normal lifestyle and get more days to relax.

9. Do you have any social media tips that you’d like to share?

Be real, transparent, appreciative and earthy.

Do what you think works, evaluate and re-position if necessary. Don’t think of this as a “sales” button, and don’t worry about an immediate return on your investment.

Just do it if you like it. Don’t do it because you heard you have to. If you do, you’ll come off as fake and then it’s just a waste of time.

Use it to build community and spend a few bucks on a good phone so your mobile content is easy to share. You’ll have great opportunities to share daily events. You’ll be amazed at what people comment on the most.

Oh, and just do it!

10. Is there anything else you’d like to add?

I’m available for local and national speeches…I want to spread the gospel.

Support your local independent restaurant, they need you. They have passion and creativity, but they will close their doors if you don’t support them.

Use social media to spread the word! It is the new “over-the-fence” conversation, so use it to help deserving merchants.

Restaurants: Get your website under control and use social media to build community.

It is your lifeblood and future…don’t sleep on this.