My Notes :

It is always my understanding that the people who actually make a mark in the world are those who are able to combine their passion with work. Only a very small percentage of people are able to actualize this and make a huge profit from it. Johann Lafer is definitely one of those few. I must say I have not yet come across someone as “crazy” (in a good way) as him in the hospitality food and beverage industry yet. Just writing about him brings a smile to my face.

Johann Lafer is an Austrian chef living in Germany. He is the face of xxxxxxxxxx, and kitchen ware and cook ware to just name a few.

I didn’t take down much notes from his presentation probably I was in awe of what he has accomplished. Most noted is his starting his Heli Gourmet business. http://www.youtube.com/watch?v=bSNKojhGF4o

What a crazy idea! Mr. Lafer said when he mentioned it to people, people thought he was crazy, and rightly so. But now it’s his most profitable business. And to combine his two passions together! Every sentence I write about him I feel like should end with an exclamation mark!

The two main points he tried to make in his speech is increasing quality awareness, and turning guests into fans.

Especially in the time of economic crises, the best strategy to ask consumers to pay more for your product is to educate them about the quality difference, and offer experiences that’s priceless that can turn your guests into your fans (of course, once they are your fans, they will pay much less attention to the $$$ they spend).

我的心得與備註：

我的理解始終是：只有那些能夠將工作與與熱情結合在一起的人才能夠真正地在世上出人頭地。僅有非常少數比例的人，能理解實踐並從中獲得豐厚利潤。約翰·拉費爾絕對是這些少數人之一。我必須說，我還沒有在觀光餐旅業中真正遇到像他一樣 “瘋狂” 的人（在好的方面）。光是描寫他就為我臉上帶來笑容。

約翰·拉費爾是一位在德國生活的奧地利籍廚師。他是XXXXXXXXXX的門面，廚具、餐具，僅舉幾例。

我沒有從他的演講中寫下太多筆記，或許是我處於敬畏他所完成的事。最引人注目的是他直升機美食業務的開創。 http://www.youtube.com/watch?v=bSNKojhGF4o

真是瘋狂的想法！拉費爾先生說，當他對人們提到時，大家都以為他瘋了，也的確是瘋了。但現在這卻是他最賺錢的生意。必且將他的兩大熱情結合在一起！我覺得我對他描寫的每一句話，都應該用一個驚嘆號來做結尾！

他在演講中想要凸顯的兩個要點是：提高品質意識、將客戶轉變成粉絲。

特別是在經濟危機的時候，想要求消費者為您的產品付出更多的費用，必須教育他們有關品質的差異，並提供出無價的經驗，以轉化你的客人成為你的粉絲（當然，一旦他們成為您的粉絲，他們就更不會在意到底花了多少錢）。

本文章由夏瑄澧總經理提供，並由開平餐飲學校林盈助老師協助翻譯。

My Notes :

Since this is a round table discussion, I have integrated every speakers’ thoughts into the following main points:

Q: How to get new members?

A: In the age where young chefs are using more social media to network and promote self, attracting new members to associations have been much more difficult in some countries. It’s important to first find out what drives people to this non-profit association. Is it

• Education
• Competition
• Young Chefs
• Humanitarian
• Events
• Networking Opportunities
• Marketing
• Tradition
• Certification

You must identify what your members want and provide these resources for them.

Managing an association is much like managing a company- there should be marketing and advertising dollars set aside to attract new members.

Raising funds not from members, but from partners (sponsors) is another possibility.

Provide real benefits: provide members with real resources and benefits, such as discounts at partner stores.

e.g. WACS offer certification to its members.

To get more people involved, association should consider giving out titles, create a sense of purpose. Also asking members to bring a friend to the meeting is another way to get more people involved.

In the end, marketing is very important for the survival of a non-profit association.

我的心得與備註：

由於這是一場圓桌討論會議，我已將所有發言者的想法融入到以下幾個要點：

問：如何獲得新成​​員？

答：當年輕的廚師們年齡正在更多的運用社群媒體及網絡來促銷自己時，協會想要吸引新成員在一些國家更顯得困難。這一點很重要，首先要找出是什麼驅使人們來到這個非營利協會，是否因為：

• 教育
• 競賽
• 青年廚師
• 人道主義
• 活動
• 網絡機會
• 行銷
• 傳統
• 認證

你必須確定你的會員們想要甚麼並為他們提供這些資源。

管理一個協會比較像是管理一家公司，應有市場營銷和廣告收入撥出，來吸引新成員。

提高資金並非來自會員，但從合作夥伴（贊助商）的募集卻是另一種可能性。

提供真正的利益：為會員們提供真實的資源和好處，例如在夥伴商店的折扣。

例如WACS提供認證給成員們。

為了讓更多人來參與，協會應考慮給予職稱、創造出有意義的目標。也要求成員把朋友邀到會議當中，是另一種讓更多人參與進來的方式。

最後，行銷對一個非營利協會的生存是非常重要的。

本文章由夏瑄澧總經理提供，並由開平餐飲學校林盈助老師協助翻譯。

My Notes :

Mr. Aston Mosimann of Switzerland is a remarkable chef with many international awards including La Croix de Chevalier du Mérite Agricole from the French Ministry of Agriculture (1988), Personality of the Year (1986), an honorary degree from Bournemouth University (1998) and an honorary Doctorate of Culinary Arts from Johnson and Wales University, Charleston, USA, Master Chef’s Diploma-The youngest Chef to receive this Diploma from Switzerland (1972). He has also by special invitation catered for the British Royal family as well as leading public figures worldwide.

Unfortunately, this was one of the presentations I didn’t not catch in completion. I did, however, catch some of the philosophies Mr. Mosimann tried to share.

• Never let yesterday spoil today
• A great pleasure in life is to do things people say you can’t do
• Quality is NEVER an accident
• Don’t cut corners
• “almost” is NOT good enough
• Satisfying customer is a race without finish
• People forget how fast you did it, but remembers how well you did it
• Winning isn’t everything. It’s the ONLY thing

我的心得與備註：

來自瑞士的阿斯頓·莫西曼先生是一位卓越的廚師，曾獲頒許多國際獎項，包括1988法國農業部的優異農業騎士十字勳章、1986年度風雲人物、1998年伯恩茅斯大學榮譽學位，及美國查爾斯頓的約翰遜威爾士大學頒發榮譽廚藝博士學位、1972年獲頒瑞士大廚的最年輕的廚師。本文憑的烹飪藝術榮譽博士學位。他還特別受邀請為英國皇室家庭及全球領先公眾人物提供餐飲服務。

不幸的是，這是我沒能聽完的簡報之一。但是，我確實擷取到一些莫西曼先生試圖分享的理念：

• 不要讓昨天糟蹋今天
• 去做別人說你做不到的事情是人生的一大樂趣
• 品質是從不發生意外
• 不要偷工減料
•  “幾乎”是不夠好的
• 滿足客戶是一個沒有終點競賽。
• 人們忘記你的速度有多快，但會記得你做得有多好。
• 勝出並非一切，它是唯一的事。

本文章由夏瑄澧總經理提供，並由開平餐飲學校林盈助老師協助翻譯。

Content:

PPT presentation: Is social media a fad?

• Over 50 % of population is under 30 years old
• 96% of the *millennial (see my note) have joined a social network
• Social media has taken over pornography as the #1 activity on the web
• 1 out of 8 couples married in the US met via social media
• Years to reach 50 million users: Radio- 38 years, TV- 13 years, internet 4 years , ipod 3 years
• facebook added 200 million users in less than a year.
• Ipod application downloads hits 1 billion in 9 months
• “We don’t have a choice on whether we DO social media, the question is how we DO it.” – *Erik Qualman
• If facebook were a country, it would be the world’s 3^rd largest (after China and India)
• Yet QQ & Renren dominate China
• US department of Education study reavled that online students out performed those receiving face-to face instruction
• 80% of companies use social media for recruitment; of those using LinkedIn-95%
• The fastest growing segment on Facebook is 55-65 year-old females
• Ashton Kutcher and Britney Spears have more twitter followers than the entire population of Sweden, Israel, Ireland, Norway, Panama
• 50% of the mobile internet traffic in the UK is for Facebook; imagine what this means for bad customer experience
• Generation X and Y consider email passé
• Some universities have stopped distributing e-mail accounts; instead they distribute eReaders/ iPads/ Tablets
• Youtube is the second largest search engine in the world
• “Wiki” is a Hawaiian term for Quick
• Wikipedia has over 15 million articles
• There are over 200,000,000 blogs- word of mouth is now World of Mouth
• 25% of search results for the world’s top 20 largest brands are links to user-generated content
• 34% of bloggers post opinions about products and brands
• Do you like what they are saying about your brand?
• 78% consumers trust peer recommendations
• Only 14% trust advertisements
• Only 18% of traditional TV campaigns generate a positive ROI
• 99 % of people skip ads via TiVo/ DVR
• Kindle books outsold paper books on Christmas
• 24 of the 25 largest newspapers are experiencing record declines in circulation
• 60 million updates on facebook happen daily
• We no longer search for the news, the news find us
• We will no longer search for products and services- they will find us via social media
• Social media isn’t a fad, it’s a fundamental shift in the way we communicate
• The ROI of social media is your business will still exist in 5 years
• Still think social media is a fad? Welcome to the world os socialnomic?
• Are you ready?

Do not underestimate the power of social media. A good example is Dell. A blogger was unsatisfied and frustrated with Dell’s customer service, and together with other unsatisfied customers started a Dell Hell website. It attracted many viewers and gained momentum. For a while if you research “dell” on google “dell hell” website will be the first website link listed. Dell had no idea about this until the stocks took a dip.

To the founder Michael Dell’s credit, he came back to the company and set up a company blog. It provided company transparency and allowed customers to vote which of the R&D projects they were interested in. This was a way to show that Dell cared.

So the Golden Rules are:

1. Authenticity- make sure you write your own stuff and
2. Honesty- and are honest about it

Do not let fear of a few mistakes keep you from getting started!

The “how-to” guide:

http://www.bluewiremedia.com.au/assets/files/pdf/Bluewire%20Media%20-%20Social%20Media%20Guide%20v1.1.pdf

PPT簡報：社群媒體是潮流？ 

• 超過50％的人口為30歲以下
• 96％的”千禧世代(Y世代)”（參見我的註記）已加入社群網絡
• 社群媒體已取代色情而成為網路上第一名的活動
• 美國八對結婚夫妻中有一對是透過社群媒體相見
• 達到50萬位使用者所耗費的時間：廣播38年、電視13年、網際網路4年、iPod 3年
• 臉書在不到一年的時間可增加200萬用戶
• iPod應用程式下載點擊率在九個月內達到1億次
• “我們沒有選擇是否我們做社群媒體，問題是我們如何做。”*埃里克 柯爾曼Erik Qualman
• 如果臉書是一個國家，它是世界上第三大國（僅次於中國和印度）
• 但QQ與Renren主宰了中國
• 美國教育部研究揭露出網路上的學生表現優於接受面對面教學的學生
• 80％的企業利用社群媒體來召募員工；其中95％使用LinkedIn
• 臉書上增長最快的部分是55至65歲的女性
• 艾希頓庫奇與小甜甜布蘭妮在推特上的追隨者比整個瑞典、以色列、愛爾蘭、挪威、巴拿馬的總人口還多。
• 在英國有50％的網路流量是用於臉書上；想像一下這對客戶不良經驗的意義
• X世代與Y世代認為電子郵件已經過時
• 一些大學已停止發出電子郵件帳號；他們分發電子閱讀器/蘋果平板ipad/平板電腦
• YouTube是世界第二大的搜尋引擎
• “維基”在夏威夷語中是指”快速”的語詞
• 維基百科上有超過1千5百萬篇文章
• 有超過2億個部落格，文字口碑現已是世界口碑
• 世界前20大品牌的25％的搜尋結果是連接到使用者所撰寫出的內容
• 34％的部落客所張貼的是有關對產品和品牌的意見
• 你喜歡他們對您的品牌所談論的內容？
• 78％的消費者相信同儕建議
• 只有14％的人相信廣告
• 只有18％的傳統電視廣告產生出正向的投資回報率
• 99％的人透過TiVo/DVR略過廣告
• Kindle電子書銷售在聖誕節超越紙本書籍
• 25家最大報紙中的24家都經歷流通量下降的記錄
• 每天有6千萬筆更新發生在臉書上
• 我們不再搜尋新聞，是新聞找到我們
• 我們將不再搜尋產品和服務，他們將透過社群媒體找到我們
• 社群媒體不是一個潮流，它是我們溝通方式上的根本性轉變
• 社群媒體的投資回報率是你的企業將於5年內仍然存在
• 仍然認為社群媒體是一種潮流嗎？歡迎蒞臨社群經濟學的世界。
• 你準備好了嗎？

        不要低估了社群媒體的力量。戴爾是一個很好的例子。有位部落客對戴爾公司的客戶服務感到不滿和沮喪，連同其他不滿意的客戶建置了戴爾地獄網站。它吸引了許多瀏覽者和勢力。有段時間當您在“谷歌” 搜索戴爾，“戴爾地獄”網站將是第一個被列出連結的網站。戴爾沒料到會有這種狀況，直到股票大跌。

        創始人邁克爾·戴爾的credit，他回到公司，並成立了一個公司的部落格。它提供公司透明化並允許客戶針對他們對感興趣的研發項目投票，這是一種表明戴爾關心的方式。

因此，黃金規則是：

1.真實性，確保你自己寫的東西，且

2.誠實，對它誠實

不要讓對一些錯誤的害怕而讓你不開始啟動！

“如何做”的指引：

http://www.bluewiremedia.com.au/assets/files/pdf/Bluewire%20Media%20-%20Social%20Media%20Guide%20v1.1.pdf

總結：

大會特別安排網路行銷的專家為大家解說如何運用社群網站. 未來的廚師們可以透過這個方式推銷自己以及自己的餐廳!

My Notes (我的心得與備註):

        Mr. Adam Franklin gave a very interesting presentation compiling lots of facts to show how social media is inevitability, and teaches chefs and restaurants to use it wisely. His enthusiasm was contagious. Definitely make you want to start using social media right away, if you haven’t already!

*Millennial- typically implied to birthdates that falls roughly between mid- 1970 to as late as the early 2000’s.

* Erik Qualman- American author on Socialnomics

我的註釋（我的心得相關的例句備註）： 

        亞當·富蘭克林先生給了一個非常有趣的簡報，編製大量的事實呈現出社群媒體的必然性，並教導廚師和餐廳明智地運用它。他的熱情是會感染的。絕對讓你想要馬上開始使用社群媒體，如果你還沒有開始！

*Y世代通常暗指出生日介於1970年中期至2000年前期者。

*埃里克柯爾曼是美國”社群經濟學”一書作者

本文章由夏瑄澧總經理提供，並由開平餐飲學校林盈助老師協助翻譯。