Since the wine industry started getting it’s feet wet in the realm of web 2.0, it’s been an uphill battle to understand specifically what is needed to properly use social media as a marketing platform.  It’s clear that Blogs, Twitter and Facebook are the most popular forms of social media.  But is it enough for a winery just to have a profile on these platforms to make a presence?  The answer is No.  The goal here is to produce quality content, find and engage your fans, build relationships, inspire word of mouth… and make it fun for everyone.

RELATIONSHIPS

For me, Social Media tools like Twitter, Facebook and LinkedIn have made it easy and convenient to make new friends in the wine community. It’s important to stay invested, engage and support my followers in their day to day accomplishments from birthdays, graduation, marriage, or the birth of their child.  Sounds pretty simple right?  So why don’t wineries make the same investment in their friends and consumers online?

St. Supery Winery has clearly taken point on the discovery of social media marketing and taken it to the next level.  Since Rick Bakas joined their team as Director of Social Media Marketing in August 2009, their popularity has sky rocketed. Content and Activities include an active blog, videos, and Twitter Taste Live events such as the St. Supery East Coast Wine Tweetup Tour, #NapaCabs and #CaliCabs.  These activities bring wine lovers together to taste and celebrate the St. Supery brand.  Since then, St. Supery’s Twitter followers have increased from 500 to over 10,000.

“Building your brand using social media takes patience.  You wouldn’t plant grape vines then ask, ‘Where’s my fruit?’  You have to nurture the vines and let them grow organically, and when you do the vines will eventually produce fruit consistently.  Social Media requires patience.  Results will come.” – Rick Bakas

DEDICATION

Making the investment to have a social media presence is harder than it sounds.  To properly engage with your consumers online and create quality content you need someone dedicated to that task alone; someone who understands how all the social media platforms work together.  I’ve seen a lot of wineries give this big responsibility to someone within their staff who already has their plate full. There’s nothing wrong with doing that but it’s important to understand that you’ll only get back what your able to put in. It’s wise to consider a social media person who knows the tools, the wine industry, someone who cares about your wine, and can approach the brand from a consumer’s point of view. 

RETURN ON INVESTMENT

Okay, so this is what everyone wants to know.  Guess what, Social Media is a long term marketing investment.  You get back what you put in.   If a winery (or any business for that matter) is looking to increase direct sales and brand awareness, then creating more word of mouth is key. The more activity, engagement and attention you show your consumers online, the sooner you’ll see a return on your investment.  It’s that simple.