One of the best ways I’ve seen of deciding how to utilize social media in the wine world is the Engagement Pyramid. Watchers are at the bottom with increasing involvement and decreasing numbers as you move up the pyramid to Curators. It’s part of a strategy that asks
- where are your customers online?
- what are your customers’ social behaviors online?
- what social information or people do your customers rely on?
- what is your customers’ social influence? Who trusts them?
- how do your customers use social in regards to your brand?
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The Wine Drinker Engagement Pyramid and Socialgraphics
Filed Under: Wine Social Media Tagged With: Market Research, social media
A Wine Retailer’s Perspective on Social Media: why bother?
Let’s look at why you could be interested in wine social media, from a business objective perspective, not because it’s the latest marketing buzz word. Here’s a table I’ve compiled from my own general internet marketing knowledge combined with various social media expert that looks at Social Media Objectives, Metrics, Software and suitability – all from a wine retailer’s perspective.
Filed Under: Wine Social Media Tagged With: Selling Wine Online, social media, Wine Retailers
No one knows you? Wine blogs a wine retailer could advertise on
Wine blog advertising is one way to boost awareness, if that’s your objective. Using Google’s advertising tools the only ones (from my list) are vinography.com and drvino.com. And to be fair they also usually come up near the top of the 15 tools or blog lists I’ve been using. I wanted to make this my advertising recommendation (for free blogs) and yet… half of the rest also accept Google ads. So an initial recommendation is to advertise on these two and do some investigation into the rest.
Filed Under: Wine Social Media Tagged With: blog, Selling Wine Online, social media, Wine Retailers
Social Media Objectives and Wine Blogs
I’ve created a diagram of the interplay between social media objectives, success metrics, the Paid/Owned/Earned continuum, types of media, and the marketing funnel. In the end I decided that my social media objectives covered the lot: branding, engagement, information gathering, purchase and customer service. Each has its own success metrics. The conclusion is I should start to put wine blogs against objectives rather than have one list.
Filed Under: Wine Social Media Tagged With: blog, social media, Strategy
Wine Blog Traffic – some big differences between blogs
Estimating traffic volume using Compete. Compete has a 2,000,000 member panel but it’s not completely accurate so I’ve used their ranking system to come up with relative sizes of wine blogs. Wine Library TV, Vinography and Dr Vino do well but I have some gaps in the data because I can’t get data for subdomains. However a pattern is starting to emerge.
Filed Under: Wine Social Media Tagged With: blog, social media
Wine Blog Engagement Scores – a surprising result
PostRank analyzes the “5 Cs” of engagement: creating, critiquing, chatting, collecting, and clicking. Using this method each wine blog is given a score for their last 10 posts, which is added up to give a total engagement score. The highest possible score would be 100 and I’m impressed with how many are scoring well. The stand out is “another wine blog” with a score of 75 – holy cow they’ve beaten Wine Library TV!
Filed Under: Wine Social Media Tagged With: blog, social media
Websites votes for wine blogs
What I’m looking to do is replicate Google’s successful ranking process to rank wine blogs. SEOmoz offer a free tool called the Open Site Explorer which measures Link Popularity very similar to the way Google does. This tool gives anyone the ability to see external links and their worth to any site or page on the web.
The Ranking Method. I have put the list of 28 wine blogs that I selected from various Blog Search Engines and have sorted them by the SEOmoz Page Authority. The Pour (NYT) and Wine Library TV are clearly at the top with DrVino and Vinography close behind.
Filed Under: Wine Social Media Tagged With: blog, Selling Wine Online, social media
Using DoubleClick to find the best Wine Blogs
One way to track down what websites the target audience is reading is to use DoubleClick. This has some excellent tools that show demographics of readers for 88 wine websites. The best and largest ones are snooth and wine-searcher. Interestingly they are also the best specialist wine comparison shopping sites. A good middle range one is cellartracker as well as some wine magazines, experts, and wine stores. There may be some possibilities in this group. Some smaller websites that have a very good target audience include winesandvines and vinography. The could well be some more gems in there but the graph’s tag are cumbersome so I’ve also posted the full list.
Filed Under: Wine Social Media Tagged With: Adwords, Selling Wine Online, social media
Tapping into the Long Tail of Wine Bloggers
One of the things I’m doing is trying to work out the long tail of bloggers in order to find good writers and audiences for wine retailers. Rand Fish from this SEOmoz video explains some of the background of a way to create content.
Filed Under: Wine Social Media Tagged With: blog, social media
Wine Blogger Audience and Blog Quality Factors
The Social Media Brief, some initial thoughts but only partly completed. By writing a brief I’m forcing myself to set some objectives and specific measures of success. Here are some sections of the brief (I tried to, and still intend to, write): Background, Business Objective, Social Media Objective(s), Target Audience, Success Metrics or KPIs, Deliverables, Budget, Mandatories. Some of this is easy and some needs some more work.
Filed Under: Wine Social Media Tagged With: blog, social media
