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Wine Social Media: Using Social Media to Drive Winery Business Growth

In late January and early February I did three workshops in Marlborough, Wairarapa and Hawke’s Bay on using social media in the wine industry.

I started off with the basic wine social media workflow. Then explained how many wineries in the Northern California are using social media to drive cellar door traffic using geocoding and customer context, called “social prospecting”.

Below the slideshow is a short description of the workshop. To download, go to the presentation on SlideShare and follow SlideShare’s instructions.

Basic Wine Social Media Workflow

Here’s what every winery (with the resource and inclination) should be doing every day on opening the office or cellar door:

  • Open web browser tabs for Facebook/Twitter/Instagram/Google+ etc
  • Like/Favourite a post/tweet if you are tagged (and ReTweet/Share)
  • Comment to say thank you etc
  • Reply to any questions (or forward to the winemaker etc)

Then again at about 3pm:

  • Check all social media platforms
  • Check Content Calendar and post daily content on each platform

So, at its simplest, it’s like voicemail, if someone has sent you a message then you should at least listen to it and then action it appropriately (hat tip to Paul Mabray for this analogy).

Then you need to engage with a social media audience.

Content Calendar

Which is what having a content calendar is all about. Simply put this is a discipline of a daily task sheet to post interesting content. I give lots of examples of content types in the presentation.

Facebook Pay to Play

I covered the fact that Facebook’s algorithm is filtering out Page organic posts (except for big brands) to the extent only 6.5% of Fans are seeing organic content. Which means we have to use more “Paid Media” i.e. Facebook ads.

I didn’t cover building a fan base in this seminar but Facebook advertising is certainly the fastest way to do this. I’ll cover this in another workshop later in the year.

Value of the Influencer

I pointed out how important influencers are in social media by talking about the value of referrals.

Advanced Workflow

I then got to the latest way the wine industry is using social media via the Napa winery CEO quote below (Craig Camp),
Our wine is priced from $40 to $120 per bottle. We need to identify the consumer who is a candidate for our upscale line, and that is not always so easy to do as they walk through the door.” How does Cornerstone separate jug lovers from those who savor Opus One but would like to find something a little different? When an Opus One lover is driving, staying or dining nearby, VinTank alerts Cornerstone [Cellars winery]. The winery sends a personalized e-note or text message, inviting the visitor’s party to a private tasting of reserved stock. This is not just geofencing at its best, it’s also a great example of what contextual marketers call Pinpoint Marketing—the ability to avoid noise and send appropriate signals to precisely the prospects you want with a deal they will find attractive.

Scoble and Israel, “Age of Context” (2013). Chapter 3

Then I showed how Cornerstone was using VinTank to do this.

To really understand this workflow I went through the concept of tagged vs untagged social media:

  • To You – directly tagged e.g. a link YourWinery in a post, message @YourWinery etc
  • About You – not tagged. Brand mentions on Facebook, Twitter, blogs, forums etc, found via social media monitoring software
  • With You – location tagged. Tags your location e.g. Facebook Check-In, Twitter location, Instagram location

Then how wineries were looking at untagged posts and their context to do “Social Prospecting”. This was done using VinTank.

Other topics included signal vs context, earned vs owned vs paid media, and evaluating customers using social media software.

I may do this workshop or an updated version of it in the latter half of the year.

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