The biggest missed social media marketing opportunity on Twitter is utilizing your messaging to create “call to action”- that invitation that asks me to take a step towards fulfilling your business goals according to Susan. The reason for all the “missing” is the fact that the vast majority of Twitter messages are not strategic.
The Challenge: “What do we say?”
The biggest challenge in creating messages on Twitter, or other social networks for that matter, is understanding what to say and how to say it. This is best illustrated by the old adage “a picture is worth a thousand words.” If you examine the picture above you get a very well defined description of a desolate road surrounded by natural beauty. The picture speaks for itself.
How to find “what to say”: Wineries
Consider your winery website and blog your “picture worth a thousand words.” Try the following ideas when looking for messages or what to say about you:
1. Wine Club: mine your wine club page for descriptions, costs, benefits, features, and what makes your winery “stand out” from the rest
2. Events: list the events you host, events you participate in, and charities you support.
3. Tours: describe your tour(s) benefits, features, costs
4. History: list historical facts about the winery, land, region, winemakers, owners, and partners
5. Food: list pairing ideas, recipes, cooking techniques and how wine is a part of this experience
6. Wine Reviews: showcase reviews about your wines
7. Collecting: illustrate tips and strategies for storing wines
8. Tasting: describe the best methods to understand how to taste the various flavors of a wine, what to look for in each varietal, and how to understand the influence of terrior, barrel aging, and fermentation
9. The Arts: if you display art tell us about the artist and the type
10. Concerts: if your winery hosts musical events give us the low down
11. Innovation-Development: describe cutting edge technologes, green techniques, vineyard management or anything that differentiates your winery’s harvest processes
12. Harvest: document your harvest, interview winemakers, interview everyone during harvest that will give your audience the feeling they are right there. Help people understand the science and exacting standards you uphold in your harvest
13. Community: describe your winery’s involvement in the different issue that face the community
14. Library Wines: list and describe the library wines available for purchase
15. Foreign Properties: discuss your winery’s overseas vineyards, fruit, and wine making processes
16. Gift Shop: list gift shop items, specials, discounts, and new items
17. Release Days: describe the events of the day and all that makes it a special day
18. Newsletter: provide a description of your newsletter benefits
19. Best of Partners: list your partners from restaurants to limosine companies that you support and evangelize
20. Story: tell the winery’s story. This is not necessarily the history but rather the mission of the winery
21. Wine Competition: list the winery’s competition victories
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Interesting list but…
I don’t see in it the “read other wine blogs”. Social media is about having a conversation with other link minded folks. The conversation feeds itself.
So before talking, one should start reading. As a matter of fact, i often find ‘corporate’ blogs that are really not working and when I ask the blogger “do you read other relevant blogs”, their answer is “no”.
As a matter of fact, there are 1000+ wine blogs out there. We mapped them and they’re full of good inspiration for someone who loves wine/is in the wine business.
Laurent,
You don’t see “read other wine blogs” because this article was written to provide strategic direction to wineries who are using social media as a vehicle for achieving 2 of the most important goals held by Napa Valley winery marketers today:
1. Retention of Wine Club members
2. Increasing traffic to tasting rooms
This post is a simple example of a number of subjects that could be used to create messages on any social network like Facebook, Twitter or LinkedIn that support the achievement of the 2 goals.
The audience receiving the message is the Winery consumer and the winery’s audience of evangelists. In most cases, wineries make the mistake of not describing, identifying, or evangelizing their own benefits and features, and as a result, are unable to use social media as an effective channel for achieving their goals.
Good precision.
But don’t you think they can find/build an audience of evangelists in the wine blogger community (+1000 we mapped, I guess twice as much we haven’t found yet)?
By reading them, they’ll find out who talks about them and how. or extract insight/themes that seem popular in the community and blog/message around those through the all gammett of social network technology.
L
L,
Thanks for the kind words regarding precision.
Yes I believe the blogger community, and their evangelists, can be instrumental in building community. It is also a place wineries can “mine” for subject matter or buzz.
We felt it was vital to first emphasize each winery’s valuable content (hiding in plain sight) that could be utilized in their efforts to create messages.