stelzner

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Robert’s Mixed Chicory, Smoked Trout, Orange, Toasted Almonds Capers and Parsley Salad
Serves 3
Difficulty Level: Easy! Just buy the best smoked trout money can buy. 
Notes: These varieties chicory can be hard to find, check your local specialty food shop or farmer’s market. Robert used four different chicories for this salad, but you can use just one if you like.

Robert Stelzner and I met in a weaving class many moons ago (the same fated class where I met another SFP guest, Beatrice Valenzuela, whose boutique happens to be right next door to Robert’s store). Robert was the only mysterious man in a class of 10 women, ranging in age from 23 - 80, so of course, I had to get to know him. Though quite nimble on a loom, his path led him to become one of the most lauded representatives of the East Side Los Angeles food scene, with his beautiful market and lunch counter, Cookbook, and restaurant, Cortez.

Robert and his partner, chef and author Marta Teegen, were committed to locating Cookbook in their own neighborhood of Echo Park. Cookbook makes prepared foods inspired by their covetous collection of curated cookbooks and pantry staples, all for sale and on display in a manner so comely, my friend Krissy refers to it as, “the vegetable museum.” They source the best produce, meats, and pantry items with a focus on superior taste and sustainability. Though they carry the crème de la crème, there is attention to practicality; this is no truffle salt and foie gras depot, but they make an effort to carry the ingredients to make real, home-cooked food.  

As Cookbook took off, Robert and Marta, decided that really needed a commercial kitchen of their own. So, Cortez, their Moroccan and North African inspired restaurant was born. The restaurant would serve dinner, and also serve as the off-site kitchen to produce the pastries, salads and sandwiches for the market, located a stone’s throw away (by L.A. standards). They would use the same pastured meats, seasonal produce, and pantry items as they were sourcing for the store, so that part of the puzzle was solved. The food is simple and tasty. Nothing fancy — uncomplicated meals made with with excellent ingredients.  

For this salad,  I met Robert at Cookbook, where we shopped for all of our ingredients, including the Michael Cordon Bleu smoked trout, which is unlike any other smoked trout I have ever had (and I have eaten a lot of smoked trout in my day). Groceries in hand, we drove the company van down the street to Cortez, where Robert cooked for me, impressing me with his industrial salad spinner, and filling me in on what he has been up to in the last 6 years. 

Robert in his own words:

Julia: If you own your own specialty food store and restaurant, do you ever go to the supermarket, or do you just raid your own pantry?
Robert: 
We usually eat extras from the store or family meal at the restaurant. Cookbook’s pantry selection is a reflection of the things we like to eat at home, so we really have everything we would need at our finger tips. 
Julia: Do you just think about food all the time? I am already obsessed with food, but if I was around it as much as you are, I think I might cross the line into the realm of the clinically insane. 

Robert: I would say i’m always thinking about food because i enjoy it. Not just eating food, which i obviously do, but the things that really interest me are the ideas behind food.  Techniques, food histories, culinary cultures, flavor, and of course the farmers & food producers that grow and make our food.  
Julia: Are there any metaphors from your experience as a weaver that you might apply to your current approach to food, cooking and business?
Robert: When you begin a weaving project, the options are endless. There are so many different techniques, materials and styles that yield different results. The general idea is the same: you begin with the warp and a weft, but the way in which the threads are interwoven is what determines the final product. You start with the basic structure and then make it your own, like a recipe. A recipe should be a basic guide that you tweak and interpret. I’m of the opinion you should always follow a recipe on your first attempt, and then change to suit your taste. 

Ingredients

- 1 head frisée
- 1 head Radicchio Variegato di Castelfranco
- 1 small head EscaroleChioggia radicchio
- flat leaf Italian parsley
- salt 
- pepper - 2 tsp salt packed capers - rinsed 
- 1/3 cup toasted, sliced almonds 
- segmented oranges ,
- 1 package smoked trout Dressing
- 1 tsp red wine vinegar
- 1 part lemon, 3 parts EVO,
- 1 small clove garlic
-  salt to taste

Instructions

Prepare the chicory, removing the tough bottom of the frisée and the heart of the radicchio. Tear the chicory into bite size pieces (Robert says is much better than cutting the greens). While you prepare the rest of the ingredients, soak the chicory in a bath of ice water to retain their crunch.  Pick leaves off of parsley, this is a matter of taste, if you like parsley, use about 2 tbs, if you don’t want it to dominate, use 1 tbs.  Slice the peel off of an orange, removing either end first, and balancing the orange on the flat edge while cutting downwards towards the cutting board. Remove all the white membrane.  Slice the orange into disks and set aside.  Toast almonds on a skillet until light, golden brown. Rinse and drain the capers.  Drain chicory and spin to dry. Add to a large mixing bowl.  <br>Whisk dressing ingredients together to emulsify the oil. Toss with greens, add almonds and capers, plate or put in bowls. Top with generous portions of trout, garnish with parsley, crack salt and pepper on top and serve.

Thinking of launching a product, service or even a company? Want ideas of what to do and what not to do? In this special episode, we’re going to talk about how to push the boundaries when you launch. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from Social […]

This post Launching Products: Lessons From Mistakes and Pushing Boundaries first appeared on Social Media Examiner.
Social Media Examiner - Your Guide to the Social Media Jungle

. This comes from Michael Stelzner via Social Media Examiner.

New Post has been published on http://360phot0.com/launching-products-lessons-from-mistakes-and-pushing-boundaries/

Launching Products: Lessons From Mistakes and Pushing Boundaries

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Thinking of launching a product, service or even a company? Want ideas of what to do and what not to do? In this special episode, we’re going to talk about how to push the boundaries when you launch. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from Social […]

This post Launching Products: Lessons From Mistakes and Pushing Boundaries first appeared on Social Media Examiner.
Social Media Examiner – Your Guide to the Social Media Jungle

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The Social Media Paradox of Jay Baer vs. Guy Kawasaki

As is always the case, upon attending Social Media Marketing World this week in San Diego I find myself left with a barrage of thoughts and feelings on the future of social, sales, marketing, and so much more. Without question, it was an exceptional event. No surprise though, Mike Stelzner, the event’s founder, doesn’t do […]



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Amy Schmittauer: How to Create Great Videos

Amy Schmittauer: How to Create Great Videos

Listen in as Michael Stelzner of the Social Media Marketing Podcast interviews Amy Schmittauer, video blogger at Savvy Sexy Social Live, on how to create great videos and become a successful video blogger.

http://traffic.libsyn.com/socialmediamarketing/SocialMediaMarketing-136-15-03-13.mp3

Video Creation Tips

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A great beginning is crucial. If…

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Do you create content? Are you looking to generate more leads? To learn how to get the most from your content, I interview Jason Miller. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It’s designed to help busy marketers and business owners discover what […]

This post Content for Leads: How to Create Content That Spreads and Fills the Funnel first appeared on Social Media Examiner.
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This post Split Testing: How to Improve Your Site Conversions first appeared on Social Media Examiner.
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Launching Products: Lessons From Mistakes and Pushing Boundaries | Social Media Examiner

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- Michael Stelzner from Social Media Examiner

200) && (this.width >= this.height) ? 200: true); max-height: 200px; height: expression((this.height > 200) && (this.height >= this.width) ? 200: true); border: none;’/> Thinking of launching a product, service or even a company?Want ideas of what to do and what not to do?In this special…

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Social Media Marketing World: 8 Key Social Media Trends for 2015

The 3rd annual Social Media Marketing World is, without a doubt, the largest gathering of the world’s most influential social media juggernauts. With the likes of Mari Smith, Guy Kawasaki, Ann Handley, Chris Brogan and Jay Baer (just to name a few), it’s clear to see that host Social Media Examiner has a pretty incredible Rolodex to call on for impactful, educational and engaging sessions. Over the course of two days, 2500+ attendees (plus virtual attendees) take in 150+ sessions with more than 100 speakers.

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Trend 1: YouTube Is Powerful

Stelzner started out with an anecdote about the widely known iPhone 6 debacle, also known as #BendGate, and how it became a global story because of one blogger’s unboxing video on YouTube. Bottom line= YouTube is majorly powerful.

The Stats:

  • 56% of marketers want to improve their YouTube knowledge
  • 66% plan on increasing activities in 2015

Trend 2: Social Drives Traffic

There are no “buts” about it: social media drives traffic, according to 78% of marketers. Get the most out of your linking by adding UTM parameters to your links, but more on that in trend 8.

Trend 3: Native Video Is An Untapped Frontier

Stelzner called 2015 the “year of native video,” and this has arguably been one of the biggest topics of #SMMW15. With Facebook’s major emphasis (and rewards by way of reach) put on native video and recently announced embeddable video, they are poised to become a major threat to YouTube.

The Stats:

  • There has been a 360% increase in Facebook video publishing
  • 57% of marketers are using video
  • 72% of marketers plan on increasing use of video & want to learn more
  • Small percentage of marketers are using:
    • Instagram 36%
    • Vine 4%
    • Snapchat 2%

Trend 4: Facebook is BIG for marketers

Think Facebook is dying? Think again.

The Stats:

  • 93% of marketers are on Facebook
  • 51% say Facebook is MOST important

Trend 5: Facebook Is Actually Growing

Not only is Facebook not dying, it’s a growing venue for marketers. Stelzner mentioned that

The Stats:

  • 62% of marketers are increasing activity in 2015
  • 67% of marketers want to learn more

Trend 6: Marketers Pause Before Adopting

When a new product/platform hits the market, marketers are not necessarily the early adopters you might think they are. They may be aware of the next new thing, but marketers are more likely to take a pause before focusing their efforts. In my opinion, this is likely because of the inability to prove ROI in the early days.

The Stats:

  • 4% I actively engage and evangelize my presence on the network
  • 19% I only register my handle/username on the social network
  • 9% I try to engage on the network but don’t evangelize my presence there.
  • 8% I am skeptical and wait and see what happens

Trend 7: Podcasting=Greenfield

Thanks to the true crime slash legal slash docu-style reporting podcast Serial, podcasting has become a focus for brands. No longer just left to big media, podcasting is taking off for subject-matter experts, and they’ve surpassed big media in popularity.

The Stats:

  • Only 9% of marketers participate in podcasting (Up from 6% in 2014)
  • 42% want to learn more about podcasting
  • 26% plan on increasing podcasting activities

Trend 8: Measurement IS Attainable

Long gone are the days when social media was a giant question mark in terms of measurement and ROI. There’s no doubting that our tactics are working (or not working, for that matter) because the analytics and solutions exist.

One of the most talked-about tools at this years’ conference is the usage of UTMs, or “Urchin Traffic Monitor,” for Google Analytics. Go here to learn how to do it for your company or brand.

Announcing: Social Media Marketing Society

The biggest upcoming trend for marketers is not even a trend at all; it’s the big announcement made by Social Media Examiner at the end of Stelzner’s Keynote. The brains behind Social Media Examiner have created a resource and networking hub called the Social Media Marketing Society.

This education-focused network will function to help busy marketers to stay on the leading edge of social media with engaging video content. Think Mari Smith-like information sessions that will leave you empowered with the tools and skills you need to make impactful changes. Sign up to be first to know when the Society is live by joining the Founder’s List via the link above now.



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Do you create content? Are you looking to generate more leads? To learn how to get the most from your content, I interview Jason Miller. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It’s designed to help busy marketers and business owners discover what […]

This post Content for Leads: How to Create Content That Spreads and Fills the Funnel first appeared on Social Media Examiner.
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The 3rd annual Social Media Marketing World is, without a doubt, the largest gathering of the world’s most influential social media juggernauts. With the likes of Mari Smith, Guy Kawasaki, Ann Handley, Chris Brogan and Jay Baer (just to name a few), it’s clear to see that host Social Media Examiner has a pretty incredible Rolodex to call on for impactful, educational and engaging sessions. Over the course of two days, 2500+ attendees (plus virtual attendees) take in 150+ sessions with more than 100 speakers.

The two-day attendee conference kicked off with Founder/CEO Michael Stelzner’s recap of their 2015 Social Media Marketing Industry Report, a survey of 3700+ marketers. Of those marketers, 58% spend 10 hours a week on social media, and 14% spend a mind-blowing 40+ hours a week on social media.

Trend 1: YouTube Is Powerful

Stelzner started out with an anecdote about the widely known iPhone 6 debacle, also known as #BendGate, and how it became a global story because of one blogger’s unboxing video on YouTube. Bottom line= YouTube is majorly powerful.

The Stats:

  • 56% of marketers want to improve their YouTube knowledge
  • 66% plan on increasing activities in 2015

Trend 2: Social Drives Traffic

There are no “buts” about it: social media drives traffic, according to 78% of marketers. Get the most out of your linking by adding UTM parameters to your links, but more on that in trend 8.

Trend 3: Native Video Is An Untapped Frontier

Stelzner called 2015 the “year of native video,” and this has arguably been one of the biggest topics of #SMMW15. With Facebook’s major emphasis (and rewards by way of reach) put on native video and recently announced embeddable video, they are poised to become a major threat to YouTube.

The Stats:

  • There has been a 360% increase in Facebook video publishing
  • 57% of marketers are using video
  • 72% of marketers plan on increasing use of video & want to learn more
  • Small percentage of marketers are using:
    • Instagram 36%
    • Vine 4%
    • Snapchat 2%

Trend 4: Facebook is BIG for marketers

Think Facebook is dying? Think again.

The Stats:

  • 93% of marketers are on Facebook
  • 51% say Facebook is MOST important

Trend 5: Facebook Is Actually Growing

Not only is Facebook not dying, it’s a growing venue for marketers. Stelzner mentioned that

The Stats:

  • 62% of marketers are increasing activity in 2015
  • 67% of marketers want to learn more

Trend 6: Marketers Pause Before Adopting

When a new product/platform hits the market, marketers are not necessarily the early adopters you might think they are. They may be aware of the next new thing, but marketers are more likely to take a pause before focusing their efforts. In my opinion, this is likely because of the inability to prove ROI in the early days.

The Stats:

  • 4% I actively engage and evangelize my presence on the network
  • 19% I only register my handle/username on the social network
  • 9% I try to engage on the network but don’t evangelize my presence there.
  • 8% I am skeptical and wait and see what happens

Trend 7: Podcasting=Greenfield

Thanks to the true crime slash legal slash docu-style reporting podcast Serial, podcasting has become a focus for brands. No longer just left to big media, podcasting is taking off for subject-matter experts, and they’ve surpassed big media in popularity.

The Stats:

  • Only 9% of marketers participate in podcasting (Up from 6% in 2014)
  • 42% want to learn more about podcasting
  • 26% plan on increasing podcasting activities

Trend 8: Measurement IS Attainable

Long gone are the days when social media was a giant question mark in terms of measurement and ROI. There’s no doubting that our tactics are working (or not working, for that matter) because the analytics and solutions exist.

One of the most talked-about tools at this years’ conference is the usage of UTMs, or “Urchin Traffic Monitor,” for Google Analytics. Go here to learn how to do it for your company or brand.

Announcing: Social Media Marketing Society

The biggest upcoming trend for marketers is not even a trend at all; it’s the big announcement made by Social Media Examiner at the end of Stelzner’s Keynote. The brains behind Social Media Examiner have created a resource and networking hub called the Social Media Marketing Society.

This education-focused network will function to help busy marketers to stay on the leading edge of social media with engaging video content. Think Mari Smith-like information sessions that will leave you empowered with the tools and skills you need to make impactful changes. Sign up to be first to know when the Society is live by joining the Founder’s List via the link above now.



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Marketing plans - formula for greatness

Ashley Zeckman:

According to Stelzner the formula for a great and engaging marketing plan is:

Great Content + People – Marketing Messages = Growth

  • Great content is that stuff that everyone wants.
  • Other people, means it’s designed not for your purposes but for others.
  • When you throw your marketing messages out the window completely in relation to content marketing you can grow quickly.

So simple, yet so tough.

Do you split test the opt-ins on your website? Want to get better results? To learn how to create effective split tests, I interview conversion expert Joanna Wiebe. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It’s designed to help busy marketers and business […]

This post Split Testing: How to Improve Your Site Conversions first appeared on Social Media Examiner.
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. This comes from Michael Stelzner via Social Media Examiner.