Steve Goodman and Cullen Habel explore commonsense ways to get amongst the ‘Facebook Generation’ with your brands and your people. They argue that these days, having a presence in the world of social networking is as important as having a sign off the main road that points to your cellar door.
Original Title
Establishing a presence in social media – Facebook
Steve Goodman and Cullen Habel explore commonsense ways to get amongst the ‘Facebook Generation’ with your brands and your people. They argue that these days, having a presence in the world of social networking is as important as having a sign off the main road that points to your cellar door.
Steve Goodman and Cullen Habel explore commonsense ways to get amongst the ‘Facebook Generation’ with your brands and your people. They argue that these days, having a presence in the world of social networking is as important as having a sign off the main road that points to your cellar door.
australian wine business 106 Grand Merlot is not $3500 per bottle, so its not really worth the counterfeiters time, Irvine said. At Jim Barry Wines, Peter Barry says he is aware of the problem and has taken steps to try and avoid it. We have printed corks, a blind embossed JB on the label and a few bits and pieces that will help us, but nothing will protect the unsuspecting purchaser, he said. Barry believes the change over to screwcaps will make it increasingly difficult for counterfeiters as they would be required to produce a forged screwcap. Fighting counterfeiters on their home soil is the job of Nick Bartman of the Wine Protection Group, a legal consultancy group specialising in protecting intellectual property based in HK. He has represented many wine clients, including Australian winemakers, in foiling counterfeiters and says the best advice he can give producers who discover a problem is to tackle it head on. You can take your evidence to public officials and they can close down these operations, Bartman said. China does have the laws to deal with this. He doesnt advocate pursuing the matter through the civil courts because the nature of the court system in China sees long delays in dealing with cases. We opt for criminal law as it is instant, effective and a free service, Bartman said. It furthermore sends out the strongest possible message. As for producers who think they are safe from Chinese counterfeiters because they dont make ultra-premium wines, Bartman says think again. No one is safe, he said. Bartman is aware of three small family- run Australian wine producers who have discovered that their wines are being copied in China. In one instance, a producer used to sell significant quantities of wine into the country but has recently seen sales dry up and suspects that counterfeiting has robbed him of income. Bartman is now working with the producers to present documentation of the abuses and close the offenders down. The Australian Wine and Brandy Corporation is also on the trail of counterfeiters and is working with Australian researchers towards the development of chemical techniques to prove the origin of any suspicious wines. AWBC general manager of compliance and trade Steve Guy is looking at whether the export of Australian wine in bulk to China for bottling, a popular cost-cutting measure, is leading to abuse. While the AWBC must approve the Chinese facilities used before shipments are cleared by Australian Customs, Guy says he now intends to look at further tightening the criteria for assessing applications for bottling facility approval. All of this must come as welcome and reassuring news to Australian wine producers looking to China as the new wine frontier. Once it was the Piazza now its Facebook, the PC and the iPhone First, lets recognise the similarities. People love to hang out watch each other, share their opinions and advice, and sometimes argue. A hundred years ago, one would walk out to the Piazza or the market square just sit, chat, and watch the world go by. It happens now, but it happens on a bus, on a train, walking up the street, sometimes at home, and often at work. Rather than a market square, theres a place called Facebook. Rather than walking or driving, a person will flick on their web-enabled phone or open up a browser window on their computer. If you were allowed to put up a sign in the market square at no charge wouldnt you consider it? You can put such a sign up in the virtual Piazza, and its not hard. Many Australian and global wine companies already have, but not that many, leaving a space you can begin to see benefits from your activity. So how does it work? Facebook for one lets anybody in. All you need is an email address (a Hotmail one will do), fill in a few online forms, and youre in. You can do a quick search for people you know, hit the add friend button, and once they do the same youre away. Before you know it, youll have friend requests from all areas of your past life for better or worse. On average, people seem to have about 150 friends. Cullen Habel * * The University of Adelaide Business School Adelaide, South Australia Cullen.habel@adelaide.edu.au Steve Goodman * steve.goodman@adelaide.edu.au In the following three-part series, Steve Goodman and Cullen Habel explore commonsense ways to get amongst the Facebook Generation with your brands and your people. They argue that these days, having a presence in the world of social networking is as important as having a sign off the main road that points to your cellar door. Over the next few issues of Grapegrower & Winemaker, methods for Facebook, Twitter and Google Maps/Foursquare will be explored. Its not that hard and the chances are some of your younger employees would LOVE to set it up for you. Part One: Establishing a presence in social media Facebook www.winebiz.com.au August 2010 Issue 559 australian wine business 108 Most people take a few months to get used to the world of Facebook, and many never bother they simply let it sit there. Even thats a plus at least then you own that Facebook identity. Increasingly in the world of social media identities, the term You snooze, you lose applies. Ask Penny Wong, Bronwyn Bishop and Andrew Bolt all of whom have been beaten in the race to snap up their names (in this case on Twitter, which we will discuss next issue). From there, Facebook has an array of communication methods: a wall, notes, messaging, chat, and status updates. People use these to communicate as privately or as publicly as they like. So as a business, whats Facebook mean to me? If one simply wants to advertise in the old sense then Facebook can help. Most users list their likes and dislikes; if you say you like golf then the banner ads you see will be all about golf gear. As a marketer, you pay your money, get your ads and often get them ignored. But thats the small side of social networking were here to meet the customer in their own space. Winery personalities No, not the personality of your winery, but of the people within it. Think of Kevin Rudds hugely successful 2007 campaign his personal friends list topped out at 5000 friends two weeks after it was opened. Many people choose to restrict their friends list to only close friends, but others some politicians and university lecturers allow it to be public. The winemaker can be the face of the winery look at Rebecca and Lucy Willson of Bremerton, or Chester Osborne of dArenberg. Winemakers are often urged to make connections out in the press, at functions, events, tastings and general goings on in the region and, of course, overseas trips. Facebook could help here and increase your reach. In simple terms, your winemaker, viticulturist or even character cellar door manager opens up a Facebook account its easy. As a winery personality, its important to keep content on message rather than ones own personal trivia. Imagine: 'been |n the v|neyard and not|oed the first budburst down near the creek 'just been |n the w|nery hand-p|ung|ng - looks inky 'opened up a bott|e of the 1995 for some visiting overseas journalists yesterday they were impressed, I was blown away 'had the Oab Sauv |ast n|ght w|th s|ow roasted lamb shanks. Wow! recipe and photo attached here. With an approach like this, the winery can have one-on-one communication with literally thousands of people. Its like sitting in the Piazza in the 1800s and swapping stories, especially when those friends (customers) are then posting notes back to let you know what and where they enjoyed your wine and what they had with it. Market research, relationships and customer feedback for a nominal cost of about a few hours each week. What to do Get your winemaker, owner, cellar door manager or someone else you trust to use their profile expressly for the purpose of business use. Allow them to become the face of the winery. Use it at least weekly as an interactive journal vineyard goings on, winemaking, tasting, food theyve enjoyed, etc ... not too much, not the same day every week, but regular and on-message. Its your first foray into social media. A winery page and forum (wall) You may not find someone who wishes to be the face of your winery no bother. Your winery can have its own page. You can build the personality of the winery there many people prefer to. Everyone that likes your winery can click a simple tab to say they like you, which is then broadcast into the Facebook world and spreads throughout their network, working like direct mail to bring customers to your winery Facebook page, and then spread your brand. On that, people can make a posting on your wall similar to graffiti but usually its welcomed! If theyve enjoyed one of your wines with a food type, they can let the world know (if theyre your friend) youd be amazed at how much time some people will put into this activity with photos of food and places, recipes and the like. A little bit of effort, prodding and your winery site can come to life and it is friends (customers) that effectively do 99% of the work. Duplin Winery of North Carolina has more than 11,000 fans. On this winery page, the company can very simply (and quickly) upload photos, update on the vineyard, talk about recent tastings any number of things. Every one of those 11,000-plus fans will have Duplins announcements in their daily feed.
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Set this up for yourself and suddenly your winery springs to
life. It takes on a shape of its own people are interacting with it, photos are seen and commented on, etc. You have become a part of your customers daily life. Again, this may cost possibly an hour a week. There is a chance it will be a small to moderate success, but there is also the chance that with the right effort in the right areas it could spread virally. This can bring people to visit your physical cellar door as well as choosing your wines in a bottle shop or restaurant. Having friends on Facebook is great, but getting talked about, shared and commented on is what will really assist. Keep that in mind when you are establishing your objectives. What to do Get on Facebook and establish a page for your winery. Sit down and think about what you might like to achieve with it. Look at some other business pages, then look again at your own objectives. Start putting comments, photos and the like to your site, and let people know it is there. Get it onto your website, letterheads, labels, etc. maybe even onto a tear-off on your back wine label. Winery events The wine-loving loves events for the aesthetic beauty of the surroundings, the opportunity to learn about wine, or even the plain old-fashioned reason of having a few drinks and a good day out. Before Facebook, a winery would need to promote their event using their own databases, direct mail and advertising. These days, your existing events promotions can be supplemented with a Facebook feed at no charge. A Maryland (United States) winery Terrapin is shown above with three events in its listing. As soon as the company publishes the event, a notification will appear in the news feed of all its fans and the page includes photos, comments and the like. Even better, when a fan chooses to RSVP, all of their friends are made aware of it. The word of your event can spread virally and suddenly that little new release tasting complete with tapas you had planned has a life of its own. If your 250-strong fan list has had 25% RSVP, its likely that 10,000 people will have had the chance to see your event on Facebook. What did it cost you to advertise and promote this event? Probably about 30 minutes. FOR MORE INFORMATION www.asws.com.au benchmark yourself... > We are the only national show held exclusively for wineries which crush under 500 tonnes > Only $40 per entry with 4 bottles required > Independent, widely respected and experienced judges from all over Australia > ASVO Approved double blind tasting procedures used > We use Riedel Magnum glasses > Established for 22 years Closing date for entry forms and fees Friday 17 September 2010. PO Box 924, Stanthorpe, Queensland 4380 Telephone: (07) 4681 4482 Facsimile: (07) 4681 4438 Email: info@asws.com.au PO Box 924, Stanthorpe, Queensland 4380 Telephone: (07) 4681 4482 Facsimile: (07) 4681 4438 Email: info@asws.com.au www.winebiz.com.au August 2010 Issue 559 australian wine business 110 What to do Think of something that would give people the incentive to come to your cellar door tasting of the new vintage, museum stock, budburst, or maybe even a restaurant cellar door dinner in the metropolitan area. Build it as an event on Facebook, share it, even RSVP yourself. Let people know the event is there, and give it a lead time to allow for planning and sharing of the information. Take some photos and upload them after and use them to promote your next event. Applications People spend an amazing amount of time on Facebook, and its not always just talking to each other. Any number of games and activities have made their way onto Facebook people play Scrabble, Texas Hold em, plus a whole new range of games such as Farmville and Cafe World. In Facebook world, these are referred to as applications and they can be used to do more than simply play games. Wine-related applications include Wine word of the Day, Wine logs from Logabottle, and My Vineyard yes, a game where people build virtual vineyards. Building applications is beyond the abilities of many of us, but your web designer can help you with this. The opportunities for this are endless a regional cellar door finder, regional tasting notes, competitions or games. This probably wont come free of charge, but its well within your reach. Get in the game So if you have a sign out the front of your winery, our challenge to you is: why dont you at least have a presence on Facebook? There are huge demands on the time of winemakers and wine marketers. Exporting winemakers are urged to get on a plane and visit distributors around the world. Winery staff are pulled in all directions. Its not surprising then that the complaint is that I simply dont have time for another thing, but done right, it can make you more efficient. If maintaining a Facebook presence can save one overseas trip, fill one 120-person function or create an unexpected cult following for one of your brands, isnt it worth that few hours a week for someone in your business to do it? Your young staff members live in this world they set up fan pages and events every day of their lives, on their PCs and mobile phones. Ask them to set up an event for you and they can have it done before they leave work today, or alternatively, you can do it yourself. Over the coming months, we will discuss how you might use Twitter (a broadcast micro-blog) and Foursquare (a location- based social network) to further engage with your customers and meet them in their place. About a year ago, a guy in California started running a blog that gives a great how to guide for even the newest new user. Visit http://fb4wineries.wordpress. com/ for a more comprehensive guide. Steve Goodman is senior lecturer in Marketing and program director of Higher Degrees by Research; Cullen Habel is a lecturer in Marketing, both at the University of Adelaide Business School. Their research involves wine choice, virtual communities and market modelling in both domestic and international wine markets. Both have extensive industry experience in sales and marketing. For further updates, questions or feedback, they can be contacted via email (see page 102 for addresses). THE VISY 2010 GREAT AUSTRALIAN SHIRAZ CHALLENGE NOW IN ITS 16th YEAR HAS BECOME ONE OF AUSTRALIAS MOST PRESTIGIOUS WINE AWARDS. Open to commercially available Shiraz of any vintage 2010 information available on-line in July including prize schedule Judging 12th to 14th October 2010 strong sponsorship support for 2010 For further information visit www.shirazchallenge.com.au or email carol@tahbilk.com.au Jam es Halliday Australian W ine Com panion 2011 Edition www.winecompanion.com.au THE BESTSELLING AND DEFINITIVE GUIDE TO AUSTRALIAN WINES NOW AVAILABLE AT WINETITLES! James Halliday Australian Wine Companion 2011 Edition By James Halliday James Hallidays Australian Wine Companion is the No.1 bestselling guide on wineries and wine in Australia. Keenly anticipated by winemakers, faithful collectors and wine lovers alike, the 2011 edition has been completely revised and updated to bring you up-to-the-minute information. Halliday shares his extensive knowledge of wine via detailed tasting notes, each of which includes vintage- specic ratings and advice on optimal drinking, as well as alcohol content, price and a value rating. He provides important details on wineries including opening times, contact details, vineyard sizes and web addresses in addition to biographies on each, and information about the winemakers. An indispensable reference for all enthusiasts of Australian wine, the Australian Wine Companion is a must-have for anyone planning to visit a wine-growing region or to replenish their cellar or wine rack. It is the most authoritative and entertaining guide to Australian wine. $34.95 + $10.45 postage Order your copy now from the Winetitles bookstore at www.winebiz.com.au or contact Stephanie Keoghan on 08 8369 9500 email: orders@winetitles.com.au