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Archive for the ‘Wine Marketing’ Category

Social Media and Networking- Are We All Becoming Idiots?

I have heard about, read, watched and pondered deeply about people declaring that Facebook, Twitter and Blogging is destroying our brains. Where has reading gone? Why don’t kids play anymore, or old folks gather to play chess? What about college students meeting for coffee to discuss the unique relationship dynamics between Simone de Beauvoir and Jean Paul Sartre?

I have a bachelors degree in History, Political Science, and English, with a minor in Philosophy and a MA in Social Anthropology, am I allowing a finely tuned noggin to turn to dust by permissing myself to be immersed in these new fangled Social Media Networks?

During a discussion with one of the countries greatest Social Media minds, Chris Pirillo, a week or two ago, I caught myself admitting that Twitter has forced me to re-think making a point. It has conditioned me to make my point quickly, clearly, and in a way most everyone can understand. As an English major, and someone who has been public speaking and teaching for many years, this was an interesting revelation to me. I also feel that my years of archival research experience were a joke compared to the access of information I have now, the type of information, and who it is coming from. OK, so maybe the content has changed a bit… but so has my life. I went from 15 hour nights spent in the NYU library ten years ago, researching one question I had about Elenore Roosevelt’s involvement with the Universal Declaration of Human Rights, to tweeting “What’s the best Banana bread recipe” last night, and getting 30 answers in 10 seconds.

It is obvious that the type of information we get from each other over these social spaces is quite different than the information found in archives and the works of Nietzsche, Marx and The American Anthropological Association, but who cares! The information is relevant and applies to our every day lives… and it comes real time! I have not lost the book worm nerd in me… the girl who reads Shakespeare well into the night, just because I tweet. If anything, I have exponential access to new information, not to mention friends and connections with people who I truly believe “are there for me”. I write this, by the way, as I eat a banana muffin- the recipe of the grandmother of someone I have never met who is on Twitter. It’s the best muffin I’ve ever had. Her name was “Grandma Jo”.  A few key take-home points: 1. I like muffins. 2. I am not an idiot, and neither are you, we just like to tweet and connect on Facebook.

“Not everyone would think that the actor Ashton Kutcher’s Twitter musings on his daily doings constitute part of “the universal body of human knowledge.” But the Library of Congress, the 210-year-old guardian of knowledge and cultural history, thinks so”. See HERE for a recent New York Times article about Twitter and historical archiving.

Who is Seattle Wine Gal? Interview With Sacre Bleu

All Content Belongs to Barbara Evans. Into and interview questions written and conducted by Sacre Bleu

The tale of anyone who manages to map their way back from distress or misfortune seems always worth repeating.  We love the comeback story, the person who in spite of whatever crap got dumped into their life just didn’t see failure as an acceptable option.  They played it out.  That’s Barbara Evans, or as many of us have come to know her, Seattle Wine Gal.

Seattle Wine Gal is the Twitter name and emerging brand that is becoming a sort of Internet/Wine pop culture phenomenon.  Her number of followers, in a very short period, has sprung to almost 5000 and her web site look and content could be best described as guerilla minimalist.  It is at once both substantive and irreverent with no shortage of attitude and charisma.

Evan’s is a study in survivor strategy and balls out determination.  From a childhood depression and a learning disability comes a young woman with 7 years of TaeKwonDo experience at traveling tournament team level, roller derby girl, MA is Social Anthropology, aviation and pilot training with a final touch down as social media advocate/wine babe.  In short, she’s one of the important faces helping transform the ever youthful wine landscape.  Our interview with her comes at a time when her work load and popularity are growing rapidly.

When you look back to when you first began enjoying wine, did you ever have a eureka or Sacre Bleu! type moment where you realized wine was really special and what was the wine that came with that moment?

People love asking wine lovers “what was the bottle that turned you into an enthusiast”. Many wine lovers think up some super expensive First Growth Bordeaux or fine Champagne as the bottle that ‘did it’ for them… don’t believe them! I have asked this question to hundreds of people, and after some coaxing have learned that most wine enthusiasts discovered that wine was special when they bumped the price point from $8 to $12! I believe there are scads of “eureka” moments in a wine lovers life, all which make it more difficult to go back to that $8 bottle. As for me, I used to drink boxed wine. After “splurging” on a $15 of Tempranillo, I couldn’t drink the boxed wine anymore. My second Eureka moment came when someone bought me a bottle of 1999 Sanford Pinot Noir. After that I began working at a wine shop, attending seminars, and eventually traveled the world in the pursuit of wine!

You’ve managed to overcome a great deal in your life. The journey from young girl with a learning disability to licensed pilot, SCUBA certification and ultra marathon runner with an MA in Social Anthropology isn’t typical. What is it that burns inside you as motivation?

Yes, my past surprises people. I openly admit to having had a rough adolescence. I had severe depression and behavioral problems, which led me to “special kid” classes/schools, learning disabilities, and other problems which I will not mention (but thankfully overcame). I have always tried to keep my head above water and be a good kid who got good grades. To get a B, I tried a hundred times harder than many of the A students. After years of struggling to keep up, I developed an unintentional, systematic hyper drive sense of motivation. As life got easier, the hyper drive that barely kept my head above water started propelling me above and beyond. I guess I never really noticed (and still don’t) where this unique inner flame to push life to the limits leads me.

What is it about the integration of social media with wine that brings you to this level of passion and fun that you chose to carve out a career in it.

I never intended to start a business after ‘creating’ Seattle Wine Gal. One Year ago, I worked for a large online retail company. I created and managed their Social Media program. I was given no resources to learn how to create a winning campaign, and I had no background in business. I poured my own money into educating myself and spent hours and hours of my own time mastering SEO, analytics, and basic platform tech skills for this campaign. Just as I began to see real success, and a positive Return On Investment, I was let go due to a merger with another company. It was then that I decided to push the limits with what I learned. I created Seattle Wine Gal as an experiment. Everything that I wanted to do working for corporate, but was not ‘allowed’ to, I did with Seattle Wine Gal (from dropping the F bomb occasionally in my tweets, to pics of me guzzling expensive wine out of the bottle on my Facebook page). I found that people were tired of the same old ‘wine review’ style wine bloggers, and drawn to my style. Along the way I began to see the wine industry struggling to tap into one of the most sought after customer demographics right now… young wine drinkers! Wine makers and shop owners, as well as Seattle restaurants began calling on me to help them with their Social Media. Trading my know-how for wine and food wasn’t paying the bills, so I started my own business BeRealTime and do business as Seattle Wine Gal.

Do you believe that social media will reach it’s true potential in terms of engaging consumers with products? At least in the wine world it seems that so much social media bandwidth is spent with company’s and brands engaging each other more often than the consumer.

Yes, there is a very fast shift from traditional marketing to social media marketing right now, and there is no sign that it will ever go backwards. This seems to be very scary for the wine industry. They know that they need to get involved, but have no idea how or why. I see a lot of heal dragging, but I also see just as many people adopting these new marketing tactics.

As a company, it is very easy to get caught up in only engaging online with other companies like your own. To maximize Social Media efforts, businesses need to be dialed into their target audience i.e. their potential clientele. Extend your reach, find new people, and always be other focused. No one likes a product pusher (snore). I strongly advise business owners to get on board as quickly as possible. You get what you give; dedicate some time and effort to Social Media… the return on investment may shock you!

You’ve opted for a minimalist look for your site and turned away the recommendations of some who have urged you to upgrade its look. Why do you resist those urgings?

Part of this marketing shift I spoke of above is a consumer appreciation for raw, gritty, human presentation. People are tired of high production values and clean shiny print ads. At the same time Reality TV became popular, so too did reality marketing. It’s all about content. I am going to create a webpage soon (using zero dollars), but ultimately feel that it is completely unnecessary. I also feel webpage’s them selves, and text blogs (no offense) are beginning to lose interest and will fail to capture consumer attention. I am focusing my efforts more on video, and just started a fun new Youtube channel. For businesses too busy to write text blogs, I highly recommend getting into video. It’s easier and is the direction Social Media Marketing is headed! As for webpages, they are like a business card- a completely stagnant advert unless you work to bring it to life (badges to your YouTube channel, Twitter, Facebook etc). The new target audience is more likely to find your Facebook or Twitter page than your website.


Social Media Strategy or Tacky? Putting Twitter/Facebook Info on Wine Labels

January 19, 2010 50 comments

“Oh c’mon Seattle Wine Gal, I know you’re ‘into’ Social Media Marketing, but Twitter names on wine bottle labels? That’s just stupid”. Was something like that going through your mind when you read the title? OK, OK, understandable. While it may seem a little tacky, it could also be one of the most progressive social media marketing decision a winery could make right now! Here are a few pros and cons that I can think of for an idea like this. Please comment below to share your thoughts and to add to my pros and cons list.

Con:

  1. Social Media platforms are always changing; Twitter/Facebook/your blog may not always be around, how embarrassing for you when people cellaring your wine, see an outdated twitter/facebook/blog 5-10 years later when they open the wine!
  2. You may turn off a lot of people who feel that it is tacky and tasteless; losing some of your potential/existing clientele– it’s just too risky!
  3. Wine marketing has always been about selling more than just wine; you are selling an experience. A Twitter name on a wine bottle causes the wine to lose all romantic and traditional appeal.
  4. It creates a stressful situation for winery staff or vintners, who then have to constantly stay on top of their social media efforts, even during crush and other very busy times… too overwhelming!
  5. The marketing worth of the back of a wine label is alluring tasting notes and winery history- a Facebook web address is not alluring and will not help sell wine.

Pro:

  1. MAJOR increase in visibility in online social media communities, which IS the next/new way to market products.
  2. Increase in Twitter/Facebook/blog follower counts, which will help establish industry leadership in the social media space.
  3. You will be viewed as fun, hip and appealing to a younger target market.
  4. You are making yourself immediately accessible to your clientele (they can contact you and get ‘real time’ interaction with you and your followers).
  5. People WILL talk about you for having done something so bold– this is always a good thing.
  6. Your buyers will follow you on Facebook and Twitter and buy more wine after seeing your tweets/posts about upcoming deals; it is a way of continuing a relationship with them and creating loyalty- you will sell more wine!

Lets face it folks, when t.v. came out, companies were apprehensive to spend their marketing dollars on it; they stuck with radio until they realized how lucrative it was. When businesses started creating ‘websites’, many were apprehensive to do so (some companies still don’t have one)! We are in the age of twitter now; why not strike while the iron is hot? What do you say, is a Twitter name on a wine label like screw caps- beneficial and will slowly gain acceptance but currently risky due to potential alienation?