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Developing Your Winery’s Social Media Strategy: Audience

2010 February 10

Questions to Ask When Developing a Winery Social Media Strategy:

Part 2

As I wrote this article, I realized that it covered a lot of material. A single post would be enormous and too much to read in one sitting. I decided to break this up into a series of six articles on questions you should ask when developing a social media strategy for your winery. This is the second article in this series on questions to ask about your audience. You may want to read the first article too.

Audience

Do you know who is your audience?

This is where knowing your customer is essential. Do you have demographic information about who buys your wine? What other things interest them? Here are not only opportunities to engage your customers but also to learn about other avenues where you can market your wines. Your wine club members should be able to help you here. You are collecting that kind of information, aren’t you? If not, it never hurts to ask.

Who are you trying to reach and how do they use SM?

Where demographics is about who is your audience, technographics is about how they use social media. According to Forrester, your audience falls into one of several categories of involvement. There are creators, critics, collectors, joiners, spectators or inactive.

Creators – generate content, publish blogs and web pages and upload photos, podcasts and videos to sites such as Flickr and YouTube.

Critics – comments on blogs, rates products and services and posts reviews on sites like Epinions, Yelp and Amazon.

Collectors – uses RSS feeds, bookmarks pages to services such as Digg, Delicious or Reddit.

Joiners – actively uses social networking sites like LinkedIn, Facebook, MySpace and Plaxo.

Spectators – read blogs and reviews, look at photos, watch creator’s videos and listen to podcasts.

Inactives – do none of the above activities or do any of them less than once a month.


participation

Many people fall into more than one category, which is why on the Forrester graphic the percentages don’t add up to 100%. For simplicity, the pie chart does and I think it’s a fairly accurate representation of all the social media platforms put together. If you were isolate any one particular platform, these percentages would be different, but still would have a large number of inactive and passive audience. On some platforms, these categories don’t make much sense so we need to look at them differently.

In a recent analysis of 2,000 random tweets on Twitter, 9% was moderately interesting, 6% self-promotional, 4% spam, 38% was conversational and the remainder, 43%, was random babble. Another look at Twitter usage shows that 20% of Twitter accounts are dead and 50% tweet less than once a week. 5% have more than 100 followers. Of the 5% of users who generate 75% of the tweets, one-third are bots. Here’s a great graphical chart of these stats.

Knowing how your audience interacts with your social media campaign is essential to developing the tactics you’ll use to support your strategy. Do you know how your customers interact with you? At what level of involvement does your audience participate? You can’t use a contest to design a label or create a video with audiences who aren’t creators. Inversely, you may lose the attention of more involved customers if you don’t engage your audience and create content mainly for spectators.

Do you know what’s being said about you?

Are you monitoring your brand? If you  aren’t, how do you know what’s being said about you online? How does your audience know about you? Let’s hope they aren’t learning about you just from what others are writing about you. Here are a few resources for monitoring your brand. At the very least make sure you set up a Google Alert to let you know what’s being said about your brand each day. Responding quickly gives you a chance to turn any negative statements into an opportunity to demonstrate your responsiveness and customer service.

What do you think? Are there any other significant questions that you should consider about your audience?

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3 Responses leave one →
  1. February 10, 2010

    Eric, another fantastic, quote worthy post. I was surprised at the graph and the stats that say only 22% are spectators and 33% are inactives. Do these stats include Twitter or just the mediums you mention?

    I love your last post about “do you know what is being said about you” monitoring your brand is a key element and an easy way for wineries to start to connect with their conusmers / customers.

    Josh

  2. February 10, 2010

    Great Article. I am currently getting my Import company all set up and this is a wealth of information I can use to show our owners and wineries why are we doing what we are doing. I am sending them to your blog for reading!!

    Thanks so much for a very well thought out well written informative series!

  3. February 2, 2011

    Social media marketing is the very effective tool for marketing your products. There is no other alternative marketing strategy for social media marketing. Hence social media marketing is indispensable for any online business. Social media marketing needs a different approach when compared to the other online marketing strategies.

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