Moving forward fastly to the end of stretch ONE, the application process. Having jumped into this Murphy-Goode deal without ever tasting wine, never blogged before in English, nor having much understanding of the American “way of life”, I can only say: What an awesome learning experience these past weeks have been!
As I know nothing about the wine industry, I have been foraging around the blog-o-sphere looking to educate myself on who’s in and what’s on. Over on Twitter, what with the #hashtags and all, it is easy picking to meet up with wine-types all over the place. It is here that I met most of my contacts. However the blogs have been essential to broadening my horizons in a huge manner. Take for example Tom Wark’s Fermentation blog where I caught up with my next guest author, Amy Atwood of MyDailyWine.com.
Amy, I am glad you came to tell us a bit about how you see social media and the wine industry.
Where Social Media Meets Wine Sales
A guest post by Amy Atwood of MyDailyWine
There was a spirited discussion on Tom Wark’s Fermentation blog last week about a new job category in the wine industry.
This new category is the social media manager for wineries. Of course, this has come to the forefront as a result of Murphy-Goode Winery’s search for a Social Media Director.
Then VinTank, digital think tank for the wine industry, became involved by offering $100,000 worth of digital consulting services to the winning candidate and Murphy Goode free of charge , as well a smaller free package of consulting services for any winery that hires VinTank’s top choices in the MG competition.
I am not applying for the MG position but am a wine professional who wanted to weigh in on social media and online sales synergies.
Return on investment has been noted as a concern by many wine companies when it comes to social media.
There are many ways to measure that return. For starters, Cruvee offers social media monitoring services for the wine industry.
But what about the connection between social media and actual sales?
“E-business is an asset that is greatly underutilized by the wine industry.” Paul Mabray, VinTank
Social media can be used to drive sales, both passively and actively. Look at Dell’s Twitter strategy for example. They have made over 3 million in sales from their Twitter account by sending out coupons and specials to their followers.
And as I noted recently on my blog, MyDailyWine:
In a recent study of women’s wine buying habits, 21% said they buy wine online.
And 36% of Millennials say that they research wine reviews online before purchase (this study did not ask whether the purchase was made on or offline).
Additionally, five out of ten women would consult a friend (47%). One in five would consult the internet (28%).
These wine consumers are engaging online at Facebook, Twitter, LinkedIn , etc but are wineries engaging with them and activating a sale? There are are tremendous opportunities for synergies between social media strategies and driving sales both on and off line.
Run localized Twitter campaigns that support and drive sales to specific retailers that carry your product. These campaigns should not be spammy with messages that say “Buy my wine”. But instead can bring value to their followers by announcing special wine events and discounts.
“Sincerity, fun, transparency help “wash” away corporate.” Paul Mabray, VinTank
As a wine professional, I help wine companies maximize their online sales strategies, especially direct to consumer and direct to trade programs.
What are wine companies doing to optimize their wine clubs? Are they seeking out online marketing agents, etailers, etc?
Are they using direct to trade programs to target specific trade accounts and have greater control over distribution?
All of the above sales solutions should work hand in hand with a comprehensive social media strategy.
Wow thanks, Amy. Loads of questions to think on. Especailly at times like this when there are loads of social media savvy applicants out there who won’t get the Murphy-Goode gig. We can take those questions served up for the wine companies and develope our own answers to them, presenting ourselves as the new generation of Wine Social Media Managers!