Wine Social Media Strategy

What's your social media strategy?

Life keeps on getting busier, and we're all expected to do more and more. Winemakers are supposed to guide the work in the vineyards and the cellars, make the wine, raise the wine, go out and help sell the wine. Oh, and maintain a blog and cultivate a following on Facebook.

Retailers, on the other hand, need to do all their retailing, which now includes bringing websites into the 21st century, tweeting about their sales, and getting people to "check in" to their store with Foursquare.

It's all fun and games, right?

We're not supposed to worry about ROI anymore, right?

That's what the experts tell us, right?

Well what do the users of social media actually do? That's the question we should be asking, and of consumers, not some self styled experts. We did just that in our Grapes & Grain Opinion Panel of wine drinkers.

We asked, "How much do you agree or disagree with the following statement about wine: 'Online social networks influence what wines I buy.'"

The answer was rather overwhelming. Almost three-fourths of our panel of over 10,000 respondents disagreed somewhat or completely with the statement. Only 10% of respondents agreed that social media influences their wine purchases. These are frankly surprising results, and provide information you should use in analyzing your social media strategy.

Yes, even in light of these results, we are saying that you should continue to have a social media strategy. Keep in mind that Facebook has over 800 million active users, more than 50% of which log on "in any given day," according the behemoth social site.

Twitter, another social media site that has seen explosive growth since its inception in 2006, states that over 10 million users post a billion messages, or "tweets," a week.

These are some big numbers. If you are able to influence even a small percentage of them, it could result in impressive returns on your investment. Sadly, that will mostly likely only happen for a scant few users of social media. To be effective, social media has to be more about connecting with the right people than worrying about the messaging. Selling air-conditioning units to Icelanders can't be an easy task no matter how good the ACs are. The same goes for wine and social media promotion.

Instead of trying to message your users with actionable items designed to move bottles, consider how you might go about building a bigger network first. Post information that your fans will repost.

Here’s a little secret. The repost is the most powerful weapon in all of social media. When you’re talking to your fans, you're preaching to the choir. When you're messaging people who are not your fans, you're out in the wilderness. But, when your fans repost your messaging, your message hits a new audience and comes from people they trust.

The time will come when people really do trust social media recommendations for decisions such as wine buying. We're not there yet, but that's mostly due to confusion in the marketplace. To help get us all there, focus on brand building and fan creation. That will translate into only some sales in the short term, but will yield richer dividends over the long.

Previous: 21-34, single, or female? Then you're likely not a loyal purchaser

Up Next: Where are buyers researching before making purchases?

By downloading this report you agree to sign-up for our free biweekly industry newsletter; you can unsubscribe at any time.

To purchase the full report, please contact:

EAST COAST
Lisa Gorkin
Merrill Research
650-954-2940
lgorkin@merrill.com
WEST COAST
Patrick Merrill
Merrill Research
650-954-2932
pmerrill@merrill.com

Download the Free Summary Report

  • Need to know insights
  • Consumer opinions
  • Buying influences and behaviors

By downloading this report you agree to sign-up for our free biweekly industry newsletter; you can unsubscribe at any time.

To purchase the full report, please contact:

EAST COAST
Lisa Gorkin
Merrill Research
650-954-2940
lgorkin@merrill.com
WEST COAST
Patrick Merrill
Merrill Research
650-954-2932
pmerrill@merrill.com

What is the Grapes and Grain Opinion Panel?

The largest consumer panel in North America dedicated to wine and spirits drinkers, created by Snooth Media and Merrill Research.

The panel includes 10,000 people from every state in the U.S., as well as a limited number of people in Canada and the U.K. Nine in ten are core wine drinkers (drink wine weekly or more).





Snooth Media Network