April 30, 2011 – This post is inspired by a random Foursquare update I happened to see this morning. Foursquare is a location-based cell phone app game which allows you to check in to locations and share it with your friends.
Generally we think of Social Media as a way to connect with our customers, but in this instance, a business is using social strategies to connect with their competitors!
The update I saw was posted by lovely Danica Sattui. Danica is the niece of Dario Sattui, owner of V. Sattui Winery and Castello Di Amorosa Winery/Castle both located in St. Helena in the heart of the Napa Valley.
Danica’s Foursquare post read:
“Delivering cheese plates to say thank you for sending us people! @vsattui1885 — at Robert Mondavi.”
and then another one:
“Delivering cheese plates to say thank you for sending us people! @vsattui1885 — at St. Supery Vineyard Winery.”
This, to me, is *Social* Media at it’s finest. Smart, smart, smart! Not only is V. Sattui Winery giving recognition and appreciation to other wineries for their referrals, they’re also likely to get more referrals from these wineries because of this!
Old-style marketing/PR/advertising would never have given any recognition or appreciation to other similar businesses(wineries in this instance), they would have seen them as competition to be trounced on!
Now some of you smart cookies are saying, “Wait a minute Laura, how is this “Social Media”? I see the social, but where is the media?”
I’ll tell you! Although it is true that V. Sattui did not use Twitter or Facebook in this instance – but – Danica Sattui DID! Because of her random Foursquare check-ins, I was prompted to write this blog. Her Foursquare check-ins also feed onto her Twitter and Facebook pages. I know when I read her posts I was impressed. Impressed with her, and impressed with V. Sattui. I thought, how NICE! I have no doubt that others seeing this felt the same.
Danica was gracious enough to talk to me about her deliveries later that day. She said that the winery has been delivering treats to neighboring wineries once a year, for at least the last five years. Besides Danica, five or six other employees were also out making deliveries. She herself delivered cheese plates to nine wineries. She mentioned that she really enjoys making these deliveries and happily volunteered.
This friendly, generous, personal attention generates positive feelings, likely more referrals and increased business and profits for V. Sattui Winery. In turn, V. Sattui Winery will likely refer customers to visit wineries that send customers to them. It’s a lovely circle of good will.
I love it! Innovative personal touches like this are seeing social media cross boundaries that make it a win-win situation for all involved. In this instance with potential competitors!