It's about how you get the community to engage and build overall loyalty."Ĭamp has also experienced a shift in his approach to Facebook. "It's no longer about reach and frequency. "But now we've shifted our perception on how we assess our performance," Breslin said. Constellation, for example, used to leverage Facebook ads to build their online fan communities. It amounts to the same thing: delivering the right content to the right people at the right time and on the right platform.īoth the content and the platform have changed in recent years, as a result of policy adjustments by the platform and delivery focus by the brands. We see lots of people from the Bay Area who are involved in the industry, and they think it’s really cool that someone’s reaching out to them that way."Ĭornerstone Cellars calls it relationship-building Constellation calls it community management. They're social media people, they're announcing they’re here. "These people that are checking in love to be contacted. "You connect with the person and they come in a few hours later," he said. Prospecting is a sales tool, of course, but Camp thinks of it more as relationship-building.He then reaches out to them, usually via Twitter. Camp, one of Vintank's earliest adopters of the technology, is alerted when those prospects enter the geographically-defined area around his tasting room. Vintank, which built the geofencing functionality Camp uses, monitors social media conversations about wine and analyzes data from millions of brand mentions, filtering out the prospects most likely to be a Cornerstone customer. "Geofencing was made for Napa Valley," Camp said."We’re telling a very personal story, and our followers are really talking to the people making the wines and making the decisions." "The advantage of a small brand online is that I have my focal point," he said.We need to talk to people directly, to communicate what we do, and it's a major part of what's going on for us."Ĭamp identifies the strategies that make his outreach successful: "Outreach is a necessity for a small winery. "I know the ROI because I feel it every day," he said, from personal emails to face-to-face interactions. He identifies prospects using tools like Twitter lists and ’s geofencing functionality, and he's seen results: he attributes a full 10% of his Yountville tasting room traffic to social media outreach that he has personally initiated. “The rest is just looking for people to talk to,” he said. He begins his day combining research and developing content marketing that's the more traditional part. The number of bottles purchased per trip (three, on average) is also noticeably higher, even though Kim Crawford is at a higher price point than other brands in their portfolio.Ĭraig Camp, managing partner at Cornerstone Cellars, mixes traditional and new technologies in a completely different way. Breslin's team found that 48.9% of people surveyed indicated they increased purchases of the brand since becoming a fan. Take Kim Crawford as an example, the New Zealand producer within Constellation's portfolio that does well on social media. Results indicate that fans are "advocates of the brand, often drinking at a higher frequency than non-fans, and subsequently they're much more loyal," Breslin said. For the smaller brands in their portfolio, they sometimes lean on surveys administered through Facebook to understand purchasing behaviors and the makeup of the brand's online community. What's interesting is the mix of traditional marketing tools (like surveys) and their implementation through online platforms, in order to understand and analyze that sales context.īreslin said that, particularly for small to medium-sized brands, surveys are a minimal- to no-cost option.
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