Archive for the ‘Wine 2.0’ Category
Posted by Melissa Dobson in Exploring Wine Regions, Social Networking, TasteLive, Virtual Tastings, Wine 2.0, Winery Marketing. Tagged: #TTL, social media, Tasting, Tasting Notes, Twitter, Wine 2.0, Winery Marketing. 2 comments
Posted by Melissa Dobson in Social Media Quick Tips, Social Networking, Uncategorized, Wine 2.0, Winery Marketing. Tagged: client, Cork'd, George Miliotes, social media for wineries, The Capital grille, Twitter, Vin 65, Vin65, wine, Wine Marketing, Winery Marketing. Leave a comment
As you know, social media engagement is all about personal touches. Remember this when thinking through your social media presence, including Twitter. As much as possible, introduce and humanize your Twitter team. Here are a couple of great examples of brands who have added special touches to their Twitter strategies, going beyond a standard Twitter presence to introduce and promote their Twitter teams.
The Capital Grille
A simple, dedicated Twitter page for The Capital Grille’s Master Sommelier, George Miliotes invites web visitors to engage with George on Twitter. The Capital Grille’s main navigation bar also includes a button linking to George’s twitter profile.
The team at Cork’d, an unpretentious wine consumer review site, designed a Twitter background that shows “Who’s Talking” from their company’s Twitter profile @Corkd (see above). Each Cork’d team member signs their initials at the end of their tweets to let followers know which of the four of them tweeted. I liked this so much that I recommended it to my clients at Vin65 and we implemented it onto our new @vin65team Twitter page.
It excites me to see brands embracing the opportunity to engage with their customers and clients on Twitter by adding these types of personal touches to their marketing strategies. Have you seen any others that you like or have you implemented some into your branding?
This is old news for some, but if you haven’t explored the status tagging feature (similar to photo tagging) on Facebook, take a few minutes and check it out.
Status tagging can help your winery’s Facebook fan page to become more engaging and vibrant. Facebook users can type the “@” symbol before a Facebook fan page name that they’re a fan of along with the first few letters of the fan page right after the @ sign, and Facebook begins to populate your friends names and fan pages for you to click on, creating a direct link to the page (or personal profile) and also appearing on that fan page or profile.
For example, you work for a winery. Your personal profile oftentimes has updates about your day at the winery, but those updates don’t make it over to your winery’s fan page because you’re running short on time. Here’s what you can do to save time and get your fan page updated more easily.
1. Go to your personal profile.
2. Type your update text into the “What’s On Your Mind” box and be sure to type @xyzwinery within your update text. You’ll see choices pop up after you type the @ symbol. (ie Just finished bottling 2008 @xyzwinery Cabernet Franc with barely a bottle broken!)
3. Click on the appropriate fan page link after the @ symbol and finish your update.
The update will now appear on both your personal profile page and the winery’s fan page if they allow links from fans to show on their wall. If your winery doesn’t allow links from fans, I highly recommend that you do so by adjusting your fan page settings. Organic content from fans is the lifeblood of a successful fan page.
I bet you have some Facebook-savvy customers who will follow your lead and tag their updates about you and their wine experiences with you. Let’s help each other out and tag other wineries and businesses on Facebook when we’ve visited them. (I don’t seem to have the ability to status tag from my blackberry’s Twitterberry app just yet)
Photo credit: respres flickr photos http://www.flickr.com/photos/respres
Our next meeting of the Academy of Wine Communications here in the Finger Lakes will be followed by an interactive Twitter Basics Immersion for Wineries for AWC members. The meeting and seminar will be held at Ravines Wine Cellars on Keuka Lake thanks to their offer to host us and let us utilize their wireless connectivity. Date is still TBD but watch for info soon.
Update: Meeting and Twitter Immersion date set for Wednesday, 1/27/10
- Topics for Twitter Immersion to include:
- No question too simple, be sure to ask those questions that have been keeping you from engaging more frequently
- Basics of Twitter, hashtags, Tweetdeck, what are people saying?, following and joining conversations
- What to do everyday to get the most from Twitter
- Topics, what are engaging topics? How not to tweet only “sales-y” content, getting the most from Twitter conversations
Would love to have this be interactive, so if you’re an advanced Tweeter, it would be great to have you stay and participate to help other members if your schedule allows.
So I ask my friends and advanced Tweeters (Tweeps), what tips can you offer to Academy of Wine Communications members in Finger Lakes Wine Country who are just getting started on Twitter? Or have set up profiles but are feeling stuck? Your comments and suggestions, if they’re good 🙂 , will be presented during our session and you will receive mad love from our group and maybe gain a few new followers. Muchos gracias!
Posted by Melissa Dobson in Social Media Quick Tips, Social Networking, Wine 2.0, Winery Marketing. Tagged: evan dawson, Finger Lakes Wine Country, Heron Hill Winery, Kitty Oliver, The New York Cork Report, Twitter, twitter for wineries. 2 comments
If you’re a winery public relations and marketing person or owner who wears this hat, your head may be swirling with questions about how social interactions on platforms such as Twitter and Facebook are changing the way we “pitch” bloggers and writers and land coverage. I know that it’s at the top of my list of things to pay attention to and I’ll continue to share what I discover with you here.
This social media quick tip demonstrates a very simple example of how a local winery’s public relations person posted content onto Twitter and had it picked up by a local wine blogger, landing a photo featured in his blog post within an hour of their exchange on Twitter.
The winery PR person is Kitty Oliver at Heron Hill Winery, who has consistently been one of the region’s most forward-thinking public relations and marketing representatives. The blogger who picked up the photo and got permission to use it via Twitter is Evan Dawson, Finger Lakes Editor at the New York Cork Report. (Disclosure: I have contributed posts to The New York Cork Report for the Finger Lakes)
The exchange occurred last Friday morning with Kitty posting photos of the snowfall at Heron Hill Winery to Twitter. Evan spotted the photos, liked one and found it relevant to his post about the effect that unseasonably low temperatures followed by predicted Indian Summer conditions will have on the vines and grape development here in the Finger Lakes. Within a few minutes and via Twitter post, Evan secured permission from Kitty to use the photo for his post.
Kitty shares tips from her experience with using Twitter to engage with wine writers, bloggers and enthusiasts for Heron Hill:
“Twitter has been a great tool for Heron Hill Winery as far as getting information out quickly. We’re connecting directly, if a media person or consumer needs more information we go from there. Posting pictures has been helpful too, I can show people what I’m talking about, especially when it comes to harvest. People want to SEE the grapes, SEE the crush pad and SEE the people behind the wine. You have to be yourself on Twitter because people can sense sincerity and relate to it. It requires a personal touch and you have to be ready to engage, learn and share what’s really going on. Your relationships will be better for it. It takes time to learn the Twitter ropes, but once you get it, it’s a lot of fun and a great tool.”
Evan’s advice for those venturing into social media:
“Social media starts with being social. Profound, I know. Seriously, though – you’re not going to develop a strong and loyal readership through social media unless you show people you care about them. You read their stuff. You react to their posts. You answer their questions. You show some personality. Over time, we’ve been able to develop a strong following that responds when we have questions or need help. In this case, we didn’t have to ask Heron Hill for photos — they were savvy enough to post them. But had we simply tweeted about a need for harvest photos, I have no doubt we’d have a virtual pile of them within minutes. And that only makes our blog better.”
There’s still some work to be done in my observation. Some Twitter peeps are showing up just when they need something and to promote their own interests and then disappear without really interacting or helping anyone else. Although that may provide a bit of benefit, showing up consistently and following Kitty and Evan’s tips lead to much more robust engagement and benefits for you and your brand.
Posted by Melissa Dobson in Social Networking, Wine 2.0, Winery Marketing. Tagged: Andrew Bosworth, Facebook, Facebook Fan Pages, Facebook for business, facebook for wineries, social media marketing, Wine Industry Technology Symposium, WITS. 2 comments
Video Source: WITS YouTube Channel
Here’s a video interview from the Wine Industry Technology Summit earlier this year that addresses some basics of how Facebook can help wineries differentiate their brands. There’s also some discussion around privacy settings, content appropriate for personal profiles vs. business fan pages.
- Emphasis on the importance of telling a story
- Engage with your customers
- It’s not enough to have a good wine product, how will you differentiate your wine?
- Find the stories that consumers can latch onto
- Your ability to communicate with multiple people via social media is greatly increased as opposed to private, individual email responses
- If you’re not sure if you should post something on Facebook, don’t post it.
- Facebook helps you connect in a richer, more dynamic way than traditional channels
I’ve noticed an increase in the number of Harvest reports via video, photos and posts on Facebook and Twitter here in Finger Lakes Wine Country this year. Are you noticing an increase in interest or conversation around Harvest this year from consumers because of the reports? Do you expect these Harvest stories to help you sell wine and wine club memberships? Any other benefits to report?
Posted by Melissa Dobson in Social Networking, Uncategorized, Wine 2.0, Winery Marketing. Tagged: Academy of Wine Communications, Finger Lakes Wine, Wine Marketing, Wine Public Relations, Winery Marketing. Leave a comment
The AWC has recognized that there’s a need for an organization that will become the go-to resource for wine writers, bloggers as they seek sources within the industry to interview for articles and posts. Having this information readily available on the AWC site will be a time saver for both writers/bloggers and PR and marketing representatives and becomes a first step in getting them connected.
The rapidly changing wine communications industry has made it difficult to keep up with the latest in best practices for engaging with wine writers and bloggers. The Academy of Wine Communications plans to open and facilitate conversations surrounding these topics in order to keep members up to speed and ready to apply traditional methods and the latest in social technologies to help them tell their winery’s stories, establish trusted relationships with writers/bloggers and plant the seeds for coverage in a manner in which writers and bloggers want to be engaged with.
I’ve been honored with the role of Finger Lakes Chapter Director of the AWC. My goal is to organize and facilitate a strong chapter here in order to help keep the Finger Lakes wine region in-the-know, front and center in the world of wine public relations and marketing. With the increase in interest in the region and the people behind the numerous wineries here, it’s prime time to continue actively collaborating and pushing forward. Let’s do all we can to make it easy for writers and bloggers to contact us and get the information, photos, videos and samples needed in a buttoned-up, efficient manner so that those writers and bloggers will come back for future articles and posts. One of the best ways to stay updated on things is to reach out to and participate in conversations with wine communicators in other regions.
With that, our first meeting will be an info session to discuss the organization and get your input on the shape of our chapter. I’m working on the details but look for it to be sometime in November after Harvest, and you can count on a glass of wine or two. What are some of the things that you would like to see the Academy of Wine Communications help you with? In the meantime, check out the Resources pages on the site for info that can help you right away. And be sure to submit your contact information to be included in the Wine PR Directory.