Home > Speaking Engagements > Oregon Wineries Social Media: Informal Survey

Oregon Wineries Social Media: Informal Survey

On Thursday, February 3, I spoke about social media to 70+ Oregon wineries at Stoel Rives LLP’s 4th Annual Wine Law Summit at the Allison Inn & Spa in Newberg, OR.

At the beginning, as I do with every speaking engagement on social media, I asked the conference some social media assessment questions. Here are the questions and responses:

Q: How many of you (wineries) have a Facebook Fanpage? A: 40% +/-

Q: How many of you are tweeting? A: 25-30% +/-

Q: How many of you are on LinkedIn? A: < 5%

Q: How many of you have a branded YouTube channel? A: <2%

Very intriguing results. In a conversation with Rick Bakas, @RickBakas, (the very first winery social media director – ever) prior to my speaking engagement, we talked about what some of the challenges for wineries are in adopting social media.

One topic that I find especially intriguing is – how can wineries use social media optimization to help restaurants and wine shops sell more wine – and to sell their (the winery’s) wines?

I believe that the answer lies in compelling and diverse messages. I’d be very curious to hear your thoughts on this – how can wineries leverage social media to their benefit? Also, please go over to Rick Bakas’ site and show him some lovin’!

The slides from my presentation at the Wine Law Summit can be found here: Winery SMO.

Jeffrey J Kingman

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  1. hhotelconsult
    February 9, 2011 at 1:15 am

    There was that guy that won the Murphy Goode Winery contest who became a social media manager for them. Randall Graham and Bonny Doon from Santa Cruz have been VERY successful cultivating their audience and interested fans on twitter, FB, etc.

    If it’s a small family winery, there’s no one with the time to do it… so it has to be part of the passion in regards to your product, and dedication to actually spending time looking for framed shots or great video moments, while always being prepared with the right tech to capture it. It’s a big hurdle.

    An even bigger hurdle is this: people like yourself and I are a bit insulated from the real world and think *EVERYONE* has heard of social media, I think it’s important to think of your informal survey. Those are from an event regarding social media for wineries… if the people attending aren’t using it, at least they heard of you and they’re interested in engagement. But what about a broader informal survey, including wineries that hadn’t even come close to hearing about your seminar. It means that an even larger percentage than those hoping to learn to become engaged don’t even *know* about the need to engage. That’s a big gap… and how do you reach those people without horrendously difficult cold calls explaining something they don’t understand in a way that may not reach them. That’s the real challenge.

    For those wholly interested, here’s what you do:

    read and learn from all reviews and blogs, respond when possible
    start up a youtube and flickr account
    use twitterfeed to pipe the relevant RSS into your Facebook and Twitter (if you want… frankly it’s just saving the step of reposting it everywhere, but it can get annoying if you get giddy)

    Then just earnestly, honestly, really interact with your fans, clients, etc on Facebook and Twitter. Wineries are, for a face, some of the most successful users of social engagement simply because their brands are voraciously endorsed by people needing that afternoon drink. It’s much bigger than oenophilia or vintner process – but that’s part of the story that escalates advocacy into unwavering & lifelong consumer / fan.

    Search twitter for brand mentions, etc. Building brand through meaningful interaction and a commitment to engagement is far more meaningful as a “message” than the force push of antiquated marketing messages that annoy and put off potential clients. I think the new message is the brand comporting itself with heart on it’s sleeve dedication to it’s client. The message is the brand is engagement.

  2. February 9, 2011 at 1:31 am

    Michael,

    Great points, as always each time we’ve discussed things. On the way out of the Wine Law Summit, one of the winemakers said “You’ve totally depressed me. I haven’t updated my website in nearly two years.”

    While nearly everyone has heard of social networking, the industry of online marketing/social marketing is still new. As gregarious as the hospitality industry is, adoption remains under 20%.

    For winemakers, like independent restaurateurs, it comes down to investing time, more than anything.

    Thank you for commenting, Michael.

  1. February 5, 2011 at 10:13 pm

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