May 18, 2013

Social Media Resources with a VinTank Twist

With the increasing pace of technological and social change taking place in our lives, we at VinTank strive to provide our users with the best tools to stay ahead of the curve. To maintain that goal, we come across many great articles and resources that we use to keep our bearing. Every week we will share the best from both inside and outside of our industry. We would love to hear your thoughts or questions as to how we can help put these ideas to work for you.

 

How Wine Criticism Is Changing

Consumers don’t need-or want-centralized gatekeepers telling them what they should or shouldn’t drink. Consumers still need advisors, of course, but when today’s consumers want information, they’re willing to look past professional critics and instead turn to friends and trusted networks.

With travel, restaurants, movies, and so much else, this trend would hardly be worthy of commentary. TripAdvisor long ago supplanted paper-based guides like Frommer’s. Yelp is now the holy grail of restaurant reviews, and local blogs are increasingly influential. With movies, opening the local newspaper for commentary no longer makes sense when you can check out dozens of reviews on Rotten Tomatoes.

With wine, however, this shift runs counter to so much of what’s sacred. Everything about wine-the bizarre tasting rituals, knowledge of obscure regions and varietals, and identifying good values-is supposed to be handed down from on high. Read more…

VinTank’s Twist

It’s well understood that consumers are turning to the internet and social networks for hotel or restaurant recommendations. This is now the reality for the wine industry as well. Take CellarTracker for instance, “about 800,000 people visit the site each month, and more than 2,200 wines are reviewed on the site each day. This means CellarTracker users review more wines in just six days than Robert Parker reviews in an entire year”.

Our platform tracks your mentions across many sources at once, including CellarTracker and other widely used tasting note websites. Log in to your VinTank account to see on your dashboard any new tasting notes from a variety of sources. If you click on the tasting notes section, you will see them all in one place.

 

The ‘Unfashionable’ Semillon Grape Gets Dirty and Rowdy in Napa

“Semillon is not a fashionable variety,” announces Wine Grapes. “Nowhere outside Sauternes,” the book continues, “does there seem to be a groundswell of enthusiasm for this noble variety.” Time for a re-write, Wine Grapes.

A “Semageddon” party went down in Napa last week, devoted entirely to this oh-so “unfashionable” Semillon grape. The party was attended by wine lovers and winemakers-many of them among the most influential in California today. There were four picnic tables, three ice buckets, and two coolers filled with bottles of Semillon gathered from around the world. The clincher: custom-made Semillon T-shirts!! Groundswell of enthusiasm?? In your face. Originally from Bordeaux and used in both dry and sweet wines there, it’s true that Semillon isn’t exactly mainstream in California (yet?). Wine Grapes says that less than 900 acres of it existed in the state in 2010.  Read more…

VinTank’s Twist

In statistics, a long tail is the portion of a distribution having a large number of occurrences far from the “head” or central part of the distribution. It is a term used in online business, mass media, micro-finance, user-driven innovation, and social network mechanisms (e.g. crowdsourcing, crowdcasting, peer-to-peer), economic models, and marketing (viral marketing). It is important to note that what we are going to see from the interconnectedness of networks, is that there will be new markets for non-traditional brands or varieties.

If you find yourself in the “long-tail” of the wine market, fret not, hike up your trousers and get to work. There are customers looking for something different and your goal should be to help them find you and connect with them. The purpose of our platform and VinTank as a company is to give you the tools to do so.

 

I/O 2013: Google Plus getting 41 updates

Google Plus is getting a major overhaul 41 new features across Hangouts, Photos and a newly designed “Stream.” With a focus on promoting and organizing content across multiple columns, the Google Plus team described that the new stream is about “design and depth.”

In reflection of just how vital hashtags have become to social networking, Google Plus is getting a new feature dubbed “Related hashtags,” analyzing the content of a post and Google will designate the appropriate hashtags. Users will then be able to flip Cards (similar to what is available on Google Now) and see content based on related topics as well as current locations. These new changes will begin rolling out to all users starting today. Read More…

VinTank’s Twist

The latest reports state that Google+ adoption and usage for brands remain slow but the changes released this week look to turn that around for the social network. Like Twitter, Instagram and soon Facebook, Google+ looks to capitalize on the effectiveness of #hashtags. Additional features also include a revamped messaging tool integrated with Google Hangouts and a complete new feed of posts. As Google leads more of its users to Google+ from search or other tools, you should keep in mind the importance of establishing your brand there. Also whether or not you have a brand page, VinTank indexes the social network to track your mentions on the site. View much more about these customers with VinTank Lite.

 

Now You Tweet Me, Now You Don’t

You’ve heard it a million times. A happy customer tells a few people, but an unhappy customer tells…everyone. In the age of social media, those numbers, especially for those expressing discontent, are only escalating. In 2012, American Express released  a study claiming that 46 percent of U.S. Internet users hit branded social media pages to express frustration about poor experiences. This of course plays into the fears of executives who do not understand the value of social media nor its place in our modern society. “We can’t respond to them,” I hear executives declare. “If we do, we’ll invite more complaints and questions,” they’ll contend in defense of their position.

This isn’t as uncommon as you might think. I recently presented at a corporate conference where I received a question from someone in the C-Suite that gave me pause. The question went something like this, “Customers will complain on social media because it’s a natural thing to do. We know more people will say negative things than they will share positive experiences. What’s a company to do? What’s the point? How do we change behavior?” Read more…

VinTank’s Twist

At a minimum, you shouldn’t be ignoring that group of customers with megaphones in the parking lot. Beyond that, you should have the customer context to interpret the most detail about each customer and their interactions with your brand.

That is why our software has built in disposition and sentiment tagging that you can see on the right. Whether you are balancing out a negative or enhancing a positive, sentiment tags combined with our other SCRM tools will give you everything you need to quickly and effectively help each customer.

 

 

Thanks for reading our weekly insight post. Watch this space every week for more Social Media Resources with a VinTank Twist. If you would like to learn more about how we can help you put these resources to use please contact us.

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