Social Networking Doesn't Work Without Internet Access

I am an avid social networker.  My foursquare check-ins are tweeted.  My tweets update my Facebook status.  My 200 twitter followers and 430 Facebook friends do what they will with the information.  For better or worse – I am a walking click away from sharing my take on your business to a minimum of 600 people…and oh by the way…this exposure costs you nothing. 

Let me give you a quick example of what I am talking about:

My friend Becky lives in Clermont, Florida, and she recently posted a picture of Ritter’s Frozen Custard pumpkin cheesecake sundae.  

Becky’s endorsement, combined with the picture, was too much to resist.  I just had to drive 20 miles on my birthday to check this place out with my friend Michael.  Michael liked the sundae so much that he posted the same picture to Facebook that had brought us to the business.  Michael’s friend posted the same picture on Facebook a few days later crediting Michael for the additional calories consumed on his trip to Ritter’s.

This story is an example of how one social networking post can snowball into growing sales.  Who needs direct mail?  It costs a heck of a lot more, and doesn’t have the opportunity for exponential exposure.  Oh..and by the way… there was no discounted offer involved.

You WANT me to come into your store with my I-phone, but the biggest barrier to providing you free advertising is crappy internet access in your location.

I was surprised on my recent trip to California.  Paso Robles and Santa Ynez had the worst cell service I have recently encountered.  This area is a mecca for experiences that you want to share in the moment. 

The most shocking thing was that the majority of tasting rooms that I visited had secure WIFI, but they did not have it open for visitor use.  Many tasting rooms' staff were very aware of the lack of signal, yet it did not seem like they realized what a huge opportunity that was being missed.

Why are “in the moment” shared impressions important?

I changed my cover photo on Facebook to a picture of Wine Barrels at Justin Vineyards prior to leaving on my trip.  I was surprised at the number of friends that commented on their love of Justin Wines. 

I arrived at Justin for my private tour, and I couldn’t wait to live tweet my feelings and experiences as I walked through the doors.  The first five steps inside revealed a number of share-worthy photo opportunities.  

The anticipation suddenly became disappointment when I realized I couldn’t find a cell signal.  It became super disappointment when I discovered a giant padlock associated with the WIFI access.

A number of the wineries seem to understand that social networking is important.

• Saarloos had a photo station set up for posting to twitter or Facebook at a later point in time. 
• Kalyra offered a Facebook check-in special with an after the fact response.
• Firestone Vineyards responded to my foursquare check that I managed to perform after I got down the road a bit.

Imagine how special I would have felt if someone had walked up to me while I was there and said hi to me by name.

Each of these examples show an attempt to embrace social networking, but they all missed the most fundamental piece of social networking:

I NEED INTERNET ACCESS FOR MY SMART PHONE WHEN I AM STANDING IN YOUR BUSINESSS!

Fess Parker Winery might find this example interesting.

A fellow twitter user noticed my trail of tweets in the Santa Ynez area.  He mentioned me and asked if I was in the Buellton area.  Several exchanges later it was discovered that we were in the same place, at the same time, on three different occasions.  Why did we not know it? 

NO INTERNET SERVICE at 2 of them!

I was at Fess Parker Winery and Firestone Winery at the same time as my fellow twitter user who I have never met.  I could not use my social networking apps, so I missed the opportunity to meet him.  Imagine how many times we might tweet about that story if we had met randomly at those establishments via a check in or tweet….and oh by the way…. My fellow twitter user has over 2000 followers!  It was one big missed opportunity for all.

We were also both at the Hitching Post II at the same time with internet service, but we were politely not monitoring our phones while dining.

Fast-forward to the second half of my trip traveling south towards L.A. and Anaheim.

I left my WIFI equipped hotel in the morning and tweeted I was on my way to the Reagan Presidential Library.  I arrived and started my trek through this amazing tribute to President Reagan.  I was still there when the Reagan Foundation sent me a tweet asking me about my experience.  I am rather liberal these days, but I took the time to compliment them and share that my first presidential vote was for Ronald Reagan in 1984. 

We headed to Hilton Universal City.  A place I booked because they had responded to my tweets during my last visit a few years ago.  I had tweeted them earlier in the week that I was looking forward to my stay.  While on my way I received a tweet saying see you soon.  Upon arrival I checked in on foursquare saying I was at my night’s destination.  I received a response saying they were happy to be my home away from home.  I also received a Facebook response from someone I have not seen since high school saying she was nearby.  We weren’t able to meet one another, but this exchange gave us a chance.  She was at a nearby hotel – maybe next time she will use Hilton Universal City.  I checked in on my second day and suggested upgrading to the full buffet.  They responded saying they were happy I enjoyed the buffet.

We spent the day at Universal, and then we headed to Disney to complete our vacation.  Upon arrival I checked in and tweeted I was excited for Cars Land.  Within minutes DCAToday had responded to say they were ready for my arrival.  I responded back with how welcoming they were.  They retweeted me and favorited my tweet.

The big guys seem to get it.  These huge corporations just made an experience seem tailored just for me.  They find it so important that they are paying someone that is actively responding to tweets in an organized and timely manner.

The little guys in Wine Country can get in on this free advertising if they just open up the WIFI that they already record as an expense every month.  Give a smart phone to a taster and let them respond.  Drive that top line with more sales and that internet cost line item gets smaller and smaller every month.