A meme: is “an idea, behavior or style that spreads from person to person within a culture.” (source Wikipedia)
A wine meme: is a funny/clever/kitschy image to increase Facebook Fan Page engagement that is stolen/repurposed/spread from other wine brands. Often time seen as e-cards with pithy wine quotes.
Ok, first, we are not the biggest believer in Facebook as a key business channel. Each social channel has its own psychology and purpose. For the wine industry we believe that Facebook is the place to engage with your TRUE FANS (buying Fans often ends up with lots of dead weight). These are the people that truly want to have a relationship with your winery. This also means giving them meaningful content that relates to your winery/brand. Unfortunately one of the biggest trends in Facebook marketing is using wine meme’s to raise up the engagement with your fans. Now I am not saying that I have not done it myself or that there are not appropriately funny posts to share with your community (especially if you have a Fan base that loves that kind of content). I am just warning that a few things are occurring as a result of this trend:
- You are not really getting true engagement or brand building with your fan base. You are just telling a funny joke that people like to laugh at (the digital equivalent is a “Like”). Just like a joke, it is great to share but has nothing to do with the brand (aka joke teller) but with the joke itself.
- Wineries that work at creating this content might get a big peeved at you for “lifting” that content.
- You are slowly shifting from your brand essence to “the funny kid in the class.”
- Consumers belonging to many wine Fan Pages see these repeat themes and view your brand as lazy or copycat.
So how do you avoid the pitfall of the “wine meme?” Create original content. One of our favorite wine meme’s was from Winefolly.com. They made it creative commons and branded it on the bottom as their own so when it was shared, it was quoted from them. Another one of the recent great wine meme’s came from One Hope Wine. Same thing. Created meaningful original content that was brand true for their actual fans to share it and carried their branding with the content.
It doesn’t have to be as intensive as an infographic. Here is a GREAT example of a winery creating magical and original content: Murphy Goode and their #WineLikeAMan campaign has awesome pictures that are brand true, fan relevant, and easily contagious.
Again, using the infamous “wine meme” is not a bad thing, just warning that you should start being judicious about the ones that you leverage for fan engagement.