Home > Uncategorized > Winery Guide to Measuring Results of Social Media Efforts

Winery Guide to Measuring Results of Social Media Efforts

Social Media Starter Tips for Wineries Part I: Measuring Return on Investment

Would you ever guess that I'm actually a stem-ware snob?

I am beginning to see a major increase of Social Media presence of wineries, especially on Twitter and Facebook. As a wine crazy Social Media nut chick, this delights me oodles (“oodles”, by the way, is an advanced term of measurement that only the skilled linguist dare use). The craze abounds, but there are many wineries that are letting this amazing (and free) marketing opportunity slip through their fingers. When I am in a tasting room of a winery that I know is ignoring this important new face of marketing, I ask why. Here are some common responses I hear when I ask wine makers and tasting room managers why they are not using Social Media as part of their marketing efforts:

  • I don’t have the time.
  • I don’t have extra money in my marketing budget
  • I am not computer literate and/or I do not know how to use Twitter and Facebook.
  • I am unsure that all of the time spent will actually yield measurable results.
  • And then there’s this response (usually from farmer John, God bless his wine makin’ heart) “what in the world is ‘The Twitter Club’ and these ‘Face Pages’ I keep hearing about”?

In coming blog posts, I will address all of these issues. In this post, I would like to address the one that seems to emerge as the most important determinant in choosing to be involved in Social Media… or not. “I am unsure that all of the time spent will actually yield measurable results”.

Lets delve in folks.

The first sentence is about how Social Media can benefit you as a winery followed by a blurb (OK, lets blame my mom for me using words such as “oodles” and “blurb”) with a few ideas of how you can measure the results of your efforts. If any of this language is not familiar to you yet, please please please email and ask me privately at Contact@SeattleWineGal.com, or contact me on Twitter, Facebook, LinkedIn etc etc… if you can figure out how (oh snap that was mean).

  • Social Media are an extension of customer service and relations. The extension of customer service and relations via social media efforts is measurable by how many clients and potential clients are reached by social media efforts. This is measured by how many people decide to ‘commit’ to supporting you by following/’friending’ you, which is a public declaration of their support. This measurement comes in the form of numbers of followers/fans/blog readers.  With steps taken carefully to ensure quality over quantity of followers, you can assume that the number is an accurate depiction of how many people you are extending customer service and relations i.e. how many people you are allowing easy access to you and your company (to ask questions, hear company news first etc).
  • Social Media establishes trust. “Trust” is a bit tricky to measure, but it is possible, and very closely linked to ‘increased reputation and word of mouth’. You cannot manufacture trust and reputation it primarily comes from what has already been said and done rather than what we are going to do, i.e. the benefit of this aspect of social media takes some time to develop. Eventually “trust” and general appreciation will be evident by the increase in number of times followers/fans mention your company or product independent of your prompts. The more effort put into social media, the larger the number of unprompted mentions. This is something that can be easily missed, but a daily perusal of fan tweets, and social network mentions of your company/ products is a good indicator of customer trust and appreciation. Basically, the numbers of times that people are advertising for you, and independent of your suggestion to do so. For example: re-tweets, message board mentions, facebook conversations with friends. Providing information and the service of being accessible to clientele is what actually establishes you as a trustworthy source, and this goes well beyond what one can measure in hard numbers. This aspect of trust will be evident in good customer feedback both face to face, as well as on the web.
  • Social Media increases your reputation and increases word of mouth and recognition. It is very easy to measure an increase in word of mouth on the web. An increase in ‘Google Alerts’ mentions (Google Alerts is a list of web mentions and the source of mention of you, your business, and/or product on the internet, which is emailed to you).  Also number of post  and/or youtube views and comments, mentions on others blogrolls, and weblinks. ‘@ mentions’ and ‘Re-Tweets’ on Twitter are another great way of measuring word of mouth.  It is also important to recognize who the people are that are promoting you via word of mouth, what are their credentials and credibility, are they recognized in a community that applies to your business, or are they mentioning you to a small circle of immediate friends (both are essentially good). Are the followers of those who comment on you commenting on this author/you in their own social media circles?
  • Social Media efforts lead to an increase in SEO (Search Engine Optimization). One of the basic tenants of SEO is that the more ‘key words’ or direct mentions of you/product/company that exists on the web, the closer to the top of peoples general web searches you become. In your social media efforts, if you consistently write about a given topic or theme (and place key words strategically), or your product name in general, these keywords will add up and create an increase in search engine optimization.
  • Social Media, when done properly, increases sales. An increase in sales as a result of social media can be measured to some extent by allowing customers to answer (whether checking out of an online store or in person) the question, “where did you hear about us”? More specifically, customers can be polled about what specific platform they learned about you from (Facebook, Youtube, Twitter, message boards, blog mentions etc.). Google analytics is a good way to track this answer, if asked upon check out at your online store. Another way of tracking increased sales due to social media is to give coupon codes or exclusive deals for your fans and followers.

Goodness, I’m exhausted now. Please check in with more about ‘How to do Social Media for Wineries’ by subscribing to my blog. I do hope this was helpful, please feel free to comment.

All Content written by Barbara Evans (Seattle Wine Gal)

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  1. December 1, 2009 at 3:47 am

    I would add that social media offers an opportunity to join in on/respond to conversations ABOUT YOU that are already happening on the web! People are probably talking about you, and if you’re not listening… well, your loss.

  2. December 4, 2009 at 8:14 pm

    Barbara – you are very well written. I can’t wait to see how Social Media / Networking continues to grow in the next few years. Businesses who are not on social platforms are setting themselves up for becoming obsolete.

    Keep up the good work and I’m sure we’ll meet someday.

    Josh @nectarwine (twitter)

  3. December 6, 2009 at 11:16 pm

    This is a great post, B! I love it.

    Social Media is all about having a conversation with your customers and letting them chat back to you. It’s a great way to reach more customers than you could one on one.

  4. December 7, 2009 at 12:17 pm

    The way to measure trust has nothing to retweets or anything else you mention. Half the people following you are probably auto-retweeting anyway. The guidelines for measuring trust were established a decade ago: http://www.instituteforpr.org/research_single/guidelines_measuring_trust/
    Secondly, you can’t measure reputation by the number of Google alerts. Reputation, trust etc are in the minds of your customers. You have to ask them what they think about you.

    • December 7, 2009 at 6:49 pm

      I agree, thanks! I mainly wrote this as a very rough guide for social media skeptics. I wish everyone was on board with measuring their efforts with “asking people what they think”. I do largely agree with you and will adapt my post accordingly. Thanks!

  5. December 9, 2009 at 9:37 pm

    Well said! I’m “plowing the same field” with Seattle restaurants, and I hear the same issues over and over. I look forward to your continued expertise – nice job!
    Karen Rosenzweig

  6. December 13, 2009 at 10:18 pm

    You are a talented writer! I had to go buy a camera to start my blog so that I would not be embarrassed by people like you. Keep em coming!

    -Drew Baker
    @thewinevlog

  7. January 2, 2010 at 12:03 am

    Thanks for the blogpost.

  1. December 1, 2009 at 2:29 am
  2. December 14, 2009 at 4:06 am
  3. December 24, 2009 at 3:58 am

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