Comments on: Can social media save the day for wineries?

By: Alessandra

Alessandra — Tue, 02 Aug 2011 16:43:16 +0000

I think it is important to have a comprehensive online marketing strategy. I think even the online market can help luxury brands, because the fact is, is that a lot of the people that can afford it, have a Facebook. Maybe before having an online presence devalued the luxury market, but not today. One can even bid online at Christies, while browsing through their online catalogs! I recently wrote a blog post on how some Temecula wineries are using social media to not only increase sales, but establish a loyal consumer base. Check it out here:

By: Social Media Marketing

Social Media Marketing — Sun, 24 Jul 2011 07:18:16 +0000

It is easy to confuse social media with social news because we often refer to members of the news as “the media.” Adding to the confusion is the fact that a social news site is also a social media site because it falls into that broader category.

But social news is not the same thing as social media anymore than a banana is the same thing as fruit. A banana is a type of fruit, but fruit can also be grapes, strawberries, or lemons. And while social news is social media, social networking and wikis are also social media.

—————–
Stephen

By: Napa Valley struggles to escape “time warp”! | Dr Vino's wine blog

Wed, 17 Feb 2010 17:39:19 +0000

[...] is a part or all of Grgich’s social media strategy. But, as we’ve discussed before, social media are no panacea for wineries, especially since they are too often a regurgitation of marketing pabulum. At best, social media [...]

By: Marc

Marc — Fri, 15 Jan 2010 21:07:03 +0000

The main advantage of social media for wine is that it allows consumers to get wine recommendations from people with whom they have a relationship and whose opinion they trust. But without the constraint of having to live near that person.

When I buy wine at retail stores, I often ask the opinion of someone I know, whose opinion I trust and who knows my tastes. This can be copied by extending this to social media.

The trick would be finding someone who fits those criteria. For example, Robert Parker asigns points to wines according to his palate. I pay no attention to them for many reasons but the main one being that his tastes and mine do not align very well. So it would make no sense for me to join in any social media site that he sets up. For many others who follow his opinions, it would work.

But it will be no panacea. I think that the ‘relationship’ nature of social media would make the effects very distributed over many different wines. I believe that social media will become yet another tool for wineries, retail stores, distributors, regional organizations, etc. But it wont really ‘save the day’ for too many. It may save the day for a few who already have a good product that will appeal to enough people but is simply lacking the connection to consumers.

By: Marina Miro

Marina Miro — Sat, 24 Oct 2009 18:52:45 +0000

I agree completely with Mark Norman. Such an interesting debate. Take a moment PLEASE and rethink this further beyond perspective.

Social Media is the tip of the iceberg…We have to understand that coming consumers are modelling a different global social conscience, rising new values, conceiving a new world hierarchy, embracing the Gaia Hypothesis.

Such an unprecedent and exponential global synapsis through the escalating use of virtual tech plataforms forming infinit virtual communities which final mission is the clear empowerment of human share of voice.

This is the “future present world” which is redefyning and challenging the business management and marketing pilars. At this point, when human voice is already aligning to embrace further technologies (Web 3.0, Web 4.0!!), the discussion shouldn´t be if Social Media use is relevant or not, IT IS!!!

The undermined discussion should be: Are we authentic?, Do we have a fundamental committed cause?, Do we deliver social value?, We have genuine products? We share values with identified communities? IF WE DO…the strategy HOW, WHEN, WHERE to engage is already responded. It is our mindset what is challenged.

Marina Miro
Marketing Manager for Argentina
Trivento Wines & Vineyards
Concha y Toro

By: Lisala

Lisala — Tue, 04 Aug 2009 03:55:53 +0000

1. Technically, popular use aside, social media refers to sites like YouTube; sites like Facebook, Twitter, and the thrice-damned MySpace are social networking sites.

2. Were I the wineries involved, I’d first stop creating sites with Flash. Pages created with Flash, for all their eye-candy, can’t be linked to–you can’t send a friend or fellow writer, or oenophile a link to a specific page, most of the time, and because of the way text is used, Google doesn’t spider Flash.

3. Use a Web site, and print ads, and communication with wine writers on and off the net for actual news, content, information, and announcements.

4. Use FaceBook and Twitter for short, very brief statements and questions that have a link *to the Website*.

5. Remember that a community of wine drinkers will convince each other to try your wines. Foster community, and your PR will improve as imbibers convince each other to try your wines, come to your events, and participate. Good customers can equal or beat good marketing.

By: Best Wine Blog Posts for July 3rd through July 30th | Winecast

Best Wine Blog Posts for July 3rd through July 30th | Winecast — Mon, 03 Aug 2009 00:55:13 +0000

[...] Can social media save the day for wineries? [...]

By: Preparing to Set Up Your Winery’s Facebook Fan Page « Facebook for Wineries

Preparing to Set Up Your Winery’s Facebook Fan Page « Facebook for Wineries — Thu, 23 Jul 2009 23:13:57 +0000

[...] a new page. You need to do something that makes sense, and is intuitive. For example, when Dr. Vino posted on the Wall Street Journal article a few weeks ago, the whole thing was about Alpha Omega’s use of [...]

By: Some Current Thoughts on Social Media for Wineries « Facebook for Wineries

Some Current Thoughts on Social Media for Wineries « Facebook for Wineries — Mon, 20 Jul 2009 14:56:20 +0000

[...] my post “You Have to Work to Maintain Your Social Media Presence”, I mentioned a blog that Dr. Vino posted on a Wall Street Journal article. It’s very interesting to look at that [...]

By: Small wineries tweet harder | Dr Vino's wine blog

Small wineries tweet harder | Dr Vino's wine blog — Wed, 15 Jul 2009 16:04:31 +0000

[...] as our recent discussion showed, overt marketing is mercifully likely to fall on deaf ears in these new media. But these business [...]

By: Lane Casteix

Lane Casteix — Tue, 14 Jul 2009 21:18:22 +0000

People want to have relationships with other people not things. This is why a name and a human face is better than a company name and a logo.

By: Margaret Ryan

Margaret Ryan — Tue, 14 Jul 2009 20:27:27 +0000

Interestingly we sell more wine via my husbands personal Facebook page than we do our Fan Page. It all comes down to a personal connection with the winemaker – no different than in-store events, winemaker dinners, festivals like Pinot Days, etc.

Margaret Ryan
Olson Ogden Wines

By: Hello Vino Jim

Hello Vino Jim — Tue, 14 Jul 2009 12:55:11 +0000

Hey Dr. V,

Great article to get some chatter going about social media/marketing!

I definitely think wineries need to be present in the social media landscape to keep their finger on the pulse of younger consumers and how they are absorbing information before purchasing products. However, they need to put the work into their accounts and not look stale on the Web. If they are realistic and formulate a routine presence on Twitter and promote interaction on Facebook in conjunction with discounts and offers for participation…they should see direct sales more frequently.

In addition, some wineries are warming up to mobile solutions for Point of Sale issues. We’re actually trying to tackle this area and assist the overwhelmed consumer through Hello Vino (www.hellovino.com) if you’d like to check it out. We love hearing ideas and thoughts…trying to make it the best it can be.

Cheers!
Hello Vino Jim

By: mydailywine

mydailywine — Mon, 13 Jul 2009 18:39:16 +0000

I agree with Julie that Social Media is simply a tool. You can use it well or not at all, like any tool.
There are tools that wineries use with their distributors and/or retail clients. One of these is what we call ‘market visits’, this is when the winemaker or sales manager visits a specific region to market their wine via training sessions with distributor staff, retailer visits and wine dinners.
Some of these trips are more beneficial than others but if done right, they do sell wine.

But if a winery is looking to increase their direct to consumer sales, and therefore their own profit margins, then yes, having a social media strategy is beneficial.
And no, social media cannot survive in a vacuum. The winery must also have a strong ecommerce platform and website, as well as an engaging wine club and tasting room outreach program
Cheers, Amy.

By: Grant

Grant — Sun, 12 Jul 2009 12:53:41 +0000

A lot of food for thought. In the past year, we have completely rebuilt our website to offer something that was outside of the norm with regard to wine producer websites, and one that focussed on blogging info about the winery, its operations, travels, and the people who work there as a central focus.

That side of things is a work in progress. One thing I do know is that once you go down this path, content is king, and just putting any old drivel up isn’t going to do anything to build a brand or win over consumers. As mentioned by a number of people on this topic, this applies to Facebook, Twitter and your blog alike.

That said, for a small producer this type of communication is essential for building brand recognition. You don’t have the budget of the big guys and with the number of avenues to market and publicity in the trad media decreasing all the time I think if you fail to take advantage of this resource then you are missing out on a valuable opportunity.

Cheers