UPDATE: Wineries on Twitter

Posted by Richard Beaudin on Nov 11, 2009 in Social Media | 11 comments

Earlier this year (July) I provided some research as well as a survey regarding the top 50 wineries on Twitter that included the number of followers, follows, tweets, tags and location. The survey itself focused on how the wineries were using Twitter and what benefits if any they felt they were getting.

I thought it might be interesting to revisit the list to see what has changed if anything since the initial research.  I also thought I would investigate additional tools to help in the search, but found this to be somewhat frustrating:

(NOTE: Data below pertains to searches done on 5 November 2009.)

Twibs.com: Searched on “winery” and “wineries”. On winery I got a list of 10, but the information (followers, etc.) were way out of date. For wineries I got one entry and it wasn’t even a winery but a site that follows wineries.

Twellow.com: Searched using the same criteria. For “winery” there were 788 matches. For “wineries” there were 222. However, in both lists there were Twitter users that were not wineries. In fact for “wineries” the first 12 were not wineries, but instead wine related only.

WeFollow.com: Again… same criteria. For “winery” there were 283 listings and for “wineries” only 13 of which only 6 were actually wineries.

Twitter search (advanced): Here I used the same criteria, but since the search focuses on tweets and not necessarily users (bio or location), in the list of the first 50 only 2 were from actual wineries with the rest referencing wineries.

Several other tools that focus on the user are relatively inflexible. As an example, on one site when searching on “winery” and then “Argentina” – no hit. But when searching on “winery” and “Mendoza, Argentina” – hit! Problem: the search tools are sensitive to exactly what has been input by the user for location. So if a user inputs “Bordeaux” in the location box and one searches say on France or Medoc or Pomerol, the listing will not be found.

To add another bit of complexity, these tools are updated at different times and change often so it becomes difficult to make comparisons, i.e., the same winery listing on the same day may have different numbers associated with the listing on a different tool. Most of the time the numbers are close, but sometimes (as with Twibs.com) the numbers can be off by a magnitude.

Note: Regarding Wineries on Twitter

1. As with the initial research, it is only possible to gather data in a “moment in time”. Unlike other mediums, 24 hours can make a big difference in the numbers (case in point, there were 359 updates to the numbers on the day of the research on WeFollow).  With that in mind, the numbers below reflect the data as of November 5,2009 on Twellow / WeFollow).
2. The numbers on Twellow and WeFollow did not match exactly, but were always relatively close and did not seem to skew the placement
3. In both cases  listed companies that were wine related (such as tour companies, etc.) but were not wineries were not included
4. Listings  are based on tags. Both the tag “winery” and “wineries” were used to identify the listings.
5. As with the previous study, the research focuses on the top 50 wineries, with specific details and recognition for the top 5

NOTE: Update Section!!

As mentioned above, because Twitter searches on Tweets and not account, conducting a search on Twitter alone is rather difficult. Unfortunately, when using other search platforms other than Twitter there is always the possibility that a winery will be missed if it has not registered on that site. For this reason I have setup this UPDATE SECTION in order to provide recognition for winery that has been missed. If you are a winery and you feel you should be in the top 50, please send me a note at richard@viralvines and I will add you to the section.

• Hahn Family Wines:  1156 followers (Thanks Philip for making me aware!)

Top5 Wineries on Twitter

The top wineries in the previous research (July 2009) were:

So .. how did these same wineries fair in the latest search on Twitter (as of November 5, 2009)?

Let’s take a closer look:

On WeFollow there are two lists. The first focuses on the most followers and the second on the most influential. (NOTE: I searched high and low to find a clear definition for what “Most Influential” means. I checked on WeFollow, DIGG as well as other sites and never did come up with a clear definition. Suffice it to say there are criteria perhaps such as number of tweets, status of followers, etc. that are factored in.) The search on Twellow focused only on the most followers.

So looking at the most followers, #1, #2 and #4 were consistent across both sites.  There were differences as you can see for #3 and #5. Looking at the numbers, this could well be an issue of when the sites update the numbers since often there are only minimal differences in the number of followers and so one updating before the other can skew results.

The #1 slot was taken over by Crushpad Winery with 63,455 followers. This was the largest change (3096%!) as Crushpad Winery was #9 on the initial research with only 2049 followers. This number no doubt is a partial result of the recent announcement (10/15/2009) of a relationship between Twitter and Crushpad to make wine to benefit  Room To Read, San Francisco, CA, a charity that attempts to build librairies and schools in developing countries.  Bit of a sidenote here: I have to give him credit.. when Michael Brill is not managing the company or driving the forklift (as he was doing when I was working the sorting table for a couple tons of Pinot about a year ago), he’s coming up with some innovative ideas and relationships.

This takes nothing away from EaglesNestWinery that slipped (kind of an oxymoron here)  from #1 to a very solid #2. Using the word “slipped” seems out of place since  EaglesNestWinery (way to go Dennis!) actually increased their followers by over 200%  from 8883 in July to almost 19000 in November. Dennis Grimes is always hard at work at the winery and working social media. I only regret I was not able to take advantage of some of the invitations to help out during the harvest.

The #3 slot goes to either Tercero Wines (7605) or Rimon Winery (7770).  Tercero Wines is a very small operation producing Rhone varietals in Santa Barbara (well done gentlemen!) and Rimon Winery is based in the heart of the Galilee Mountains of Israel producing wines from pomegranate juice. I couldn’t resist checking today (11/10/2009) to see if there were any updates. Rimon Winery is still showing 7770 followers while Tercero Wines is now showing 7788. I’ll therefore let the reader decide who is #3!

Continuing, the #4 slot from down under is Teusner Winery on both WeFollow and Twellow. Teusner Winery produces some very nice dry and sparkling wines in the Barossa Valley from Sauvignon Blanc, Grenache, Mataro, and Shiraz (just saw their tweet regarding the 2008 Riebke Shiraz in Adelaide Advertiser Top 100 for 2009 – well done!).

Lastly we have the #5 slot that goes to St. Supery  in Napa Valley (OK .. Rick did you have anything to do with this?…My guess is YES :-) on WeFollow and to Tassel Ridge Winery from Leighton, Iowa on Twellow. Again, when the numbers are this close the #5 slot could go either way.

Let me first say Congratulations to all of the above wineries!

Regardless of the results, the good news for all of the wineries (all of the top 50) is that between July 2009 and November 2009, they all increased their followers by at least 100%. My sincere hope is that the increase in followers was accompanied by an increase in interest, in sales and most important, profitability.

Here’s the complete list of the top 50 wineries on Twitter as of 5 November 2009:

Again … congratulations to all!

2009 Business Social Media Benchmarketing Study

I also thought I would take this opportunity to highlight some of the results of the 2009 Business Social Media Benchmarketing Study by Business.com.

Although not specifically focused on the wine industry, it does provide some interesting insights for those looking towards incorporating and benefiting from the use of social media.

Here are some additional highlights:

•  46% of adults now participate in social networks.
• Interest in Twitter as a business information resource is growing
• There is value in inter-relationships among social media
• Among the 1,197 respondents indicating their company maintained a profile on one or more
  social media sites, 80% maintain a Facebook presence and 56% have a company account
  on Twitter
• The average company has a presence on three different social media site

Notwithstanding the challenges and time constraints putting in place a social media strategy as well as execution for small to medium sized wineries, there is no doubt that social media activity can provide substantial benefits at relatively low costs.

As indicated on the chart to the left, engagement with prospects, lead volume and quality, brand reputation, and at the top of the list, revenue can be positively effected.

However, the study did also indicate that a company can over reach when it comes to social media spending too much time on too many sites, resulting in a less than stellar return.

Several other studies are planned and it will be interesting to follow up on these to get additional insights into how, when and where a company, particularly small to medium wineres,  can best take advantage.

Survey results: Top 50 Wineries on Twitter

Posted by Richard Beaudin on Aug 7, 2009 in Social Media | 15 comments

50 Top Wineries on Twitter

UPDATE: The initial results were posted on 7 August 2009. Shortly thereafter, additional wineries completed the survey taking it from 62% to 68% response rate. All of the numbers in the survey have been updated as well as those in the slides. Please feel free to download the new set of slides.

For the most part, the additional surveys simply reenforced the initial results.

As with the earlier Facebook Survey, let me first take a moment to thank all of the wineries that took the time to respond to the 50 top Wineries on Twitter Survey.

I am happy to report that 68% of the wineries participated… a very high percentage for any survey! (Note: If more surveys are completed I will update this post)

Its one thing to gather data, but it is another to gain insight. As I continue to experience it, people in the wine industry are passionate about what they produce and the customers they produce it for,   and equally generous with their peers in sharing information and experience.

So … a very gracious Thank You! to those that took time out of their very busy schedules to complete the survey (glad I didn’t try this during harvest!).

Please note the following:

• The survey contained 10 questions aimed at gaining a better understanding of Twitter as a social media tool for wineries, the result of each is provided below.
• Many questions allowed multiple answers. In these cases, the numbers will not add up to 100.
• Several questions included the ability to “write in” an answer. These are identified below.
• There is a link at the end of this article that can be used to download a presentation with the results.

Question #1: How long has the winery had a presence on Twitter?

The majority have had a presence more than six months but less than a year (38.2%). Only one winery has had a presence more than 2 years.  14.7% had a presence more than one year and less than two.  Another 26.5% have been on Twitter more than three months but less than six months, and finally 17.6% have only been on Twitter for less than three months!

Question #2: Who is responsible for tweets and/or responding to messages?

Over 78% of the respondents answered that there was a single person responsible and a single person normally tweets and responds. Another 9% said a single person is responsible but multiple people tweet and respond, with an additional 12% having multiple people responsible who also tweet and respond. None of the wineries had a presence without establishing ownership. In one case a winery had multiple accounts (again single person responsible), and in another although there is a primary person responsible, tweeting is shared with this person, the winemaker, and innkeeper.

Question #3: Is your Twitter account part of your overall marketing plan?

The question is really whether or not the wineries view Twitter as an independent activity where “tweets” are done on an ad hoc basis based on what the winery might feel would be of interest to its followers, or is it more planned out in conjunction with their overall marketing objectives or plan. Here the response was primarily split between work ad hoc (50%) and work to a plan but also tweet ad hoc (38.2%).  The remaining 11.8% work to a marketing plan.

Question #4: How often do you tweet?

As you may recall, the initial data collected on Twitter suggested that in terms of activity where more than 25 tweets in 24 hours = high, more than 15 but less than 25 = med, less than 10 = low , and 0 = none, there were 5 high, 4 med, 22 low, 19 none. We took this one step further in the survey and here are the results:

• More than 25 times a day = 6.3%
• More than 10 but less than 25 times a day = 15.6%
• More than 1 but less than 10 times a day= 56.3%
• Less than 1 time per day =9.4%
• Less than 5 times a week = 12.5%

One winery said they “tweet in spurts based on the activity at the winery”.

Question #5: What do you normally tweet about?

This is one of those questions that included multiple answers so … here goes:

• Winery News = Top choice at 97.1%
• New Product releases = 67.6%
• Awards = 50%
• Questions of the Day = 11.8%
• New varietals = 26.5%
• Harvest news = 61.8%
• Tasting Notes = 47.1%
• Wine Industry News = 58.8%
• Blog = 47.1%
• Other = 44.1%

In terms of other, here are the “write ins”:

• Weather, personnel quirks likes/dislikes
• Tweets that engage, RT’s, reply to mentions, questions
• Life as a winemaker
• Misc. of Interest, Personal, Food & Wine, Food Photos
• pictures from around the winery
• everyday hapenings
• general musings, obervations, rants
• Personal stuff
• WBC (Wine Blogger’s Conference)
• Real estate opportunities and wedding events
• Music, politics, general news, Facebook events, TV, other items of interest

Question #6: What tools do you use to help you tweet and manage your presence on Twitter?

Again, a multiple choice question with the ability to add other non-specified tools. The choices and distribution were as follows:

• TweetLater = 14.8%
• TweetDeck = 92.6% (Top Choice)
• Twhirl = 0%
• Twitterfox = 0%
• Twitterfeed = 18.5%
• WeFollow = 48.1%
• Tweetscan = 0%
• Tweetstats = 3.7%
• Tweetbeep = 0%
• Twellow = 3.7%
• Twitterback = 3.7%
• Hashtag = 11.1%

Although not listed, these Twitter tools were identified as also being used by the top 50 wineries:

• Tweetie
• iPhone
• Seesmic
• UberTwitter
• Twitter search
• Tweepularity
• Twitter Karma

Question #7:  In your opinion, has your presence on Twitter been beneficial to the winery?

Obviously a very important question. The results are very telling:

• 82.4% said “Yes”
• 0% said “No”
• 17.6% said “Not Sure”

Questions #8: If you answered “Yes” to the previous question, how has your presence on Twitter helped your business?

The answer to Question #7 was important, but only when combined with Question #8 that attempts to identify what the benefit is. Again, I asked the wineries to check all that apply (in question #9 I asked them to indentify the top benefit only).

Here are the responses with percentages:

• It has helped to manage the winery’s online reputation = 67.9%
• It has driven more business to our website = 64.3%
• It has driven new fans to our Facebook fan page = 50%
• It has driven new followers / fans / interest to other social media sites that we have built or participate in = 60.7%
• It has helped us engage more with our customers = 96.4%
• It has helped us to hone our business to the needs of our customers = 10.7%
• It has helped to drive incremental sales of our products in our tasting room = 35.7%
• It has helped to drive incremental sales of our products in retail outlets and/or restaurants = 46.4%
• It has increased participation in our wine club = 10.7%

As in previous questions, I provided a space for wineries to write in a benefit if not listed. Here is their input:

• Wine Blogger reviews, recomendations
• Created brand awareness for our new start-up, boutique winery
• It has helped me meet key industry contacts and media
• Helped us connect with other wine industry people outside our area in California. Also, connected helped us develop a relationship with wine blogger and writers
• We have people ‘pop’ in the winery all the time now saying ‘I found you on Twitter’!
• Has helped us gain media coverage (print mostly)
• Mailing list sign-ups

Question #9: Looking at the answers selected in the previous question, what one benefit do you feel has been most important to the winery regarding your presence on Twitter?

• It has helped to manage the winery’s online reputation = 14.3%
• It has driven more business to our website = 7.1%
• It has driven new followers / fans / interest to other social media sites that we have built or participate in = 3.6%
• It has helped us engage more with our customers = 57.1%
• It has helped to drive incremental sales of our products in our tasting room = 14.3%
• It has helped to drive incremental sales of our products in retail outlets and/or restaurants = 3.6%

In addition to the answers above, two wineries added that “Networking with others in the wine industry” and “Has brought more people to us” as being among the top benefits.

Question #10: Which other social media/networking  sites do you participate in?

This again was a multiple answer question where the percentages will not add up to 100 as follows:

• Facebook = 93.5%
• Linkedin =45.2%
• Wine2.0 = 41.9%
• Open Wine Consortium = 38.7%
• Snooth = 32.3%
• Your own Social Media/Networking site = 16.1%
• Winery Blog = 61.3

Lastly, there were some comments indicating Ning and MySpace as other sites where the wineries participated.

Summary & Comments:

General comment:

As noted in my earlier post Wineries on Twitter? How Tweet it is!, none of the 50 top wineries on Facebook were in the top 50 wineries on Twitter even though over 80% did have a presence on Twitter, and vice versa even though there was a 93% overlap. In a recent Mashable post there was a large number of comments  regarding when to use Twitter versus Facebook. Based on those comments, for many individuals the common denominator seems to be Private(family/friends): Facebook – Public:Twitter.

However, for a business (in this case a winery), this doesn’t necessarily work since in order to be successful, the family and friends of a business need to expand over time to find new friends (called sales!). From what I can see, either platform seems to be beneficial to wineries in that although there was no direct correlation between the top 5o on either platform, in the subsequent survey with both groups the top benefit was essentially the same – “It has helped us engage / connect more with our customers”. With that said, I did see slightly more saying that increased business was a benefit on the Twitter side, but that could be somewhat skewed since a higher percentage of the top wineries on Twitter  participated in the survey than the top 50 wineries on Facebook (68% versus 26%).

Summary:

1. Things happen quickly in social media / networking. So it was not surprising to see that 82% of the top 50 wineries on Twitter have not had a presence for more than a year, with only 1 winery having a presence over two years.
2. As with the survey of the top 50 wineries on Facebook, all of the top wineries on Twitter have a person(s) assigned to tweet and respond. None of the wineries leave this to chance.
3. Again not surprising that 88% responded that ad hoc tweets are used since Twitter is a microblog that thrives on relatively short (max 140 characters) messages. However, the more interesting news is that almost half consider the activity part of the overall marketing plan and strategy.
4. Does a higher number of tweets ensure success? From the survey, it certainly doesn’t hurt, but its not imperative since 56% tweet less than 10 times a day.
5. So if you are going to tweet, what should you tweet about? It seems  the top billing ( 97% of the top 50 wineries on Twitter) tweet about winery news. Not surprising. What might be more interesting is that 44% of the wineries also tweeted about non winery news… information, insights, personal musings, conferences, etc. that they thought would be of interest to their followers.
6. Those that are new to Twitter may find it odd that there are so many tools / applications that have built up around the social networking site. TweetDeck (downloaded on the desktop) took the top billing followed by WeFollow.
7. I see this question asked over and over again – Is investment in Social Media / Networking beneficial? Although the jury is still out across the board, for the top 50 wineries on Twitter the overwhelming answer was YES (82%). Further, based on the type of benefits listed it would seem that there was ROII - a combination of Return on investment  as well as Return on Influence.
8. See comments above
9. See comments above
10. As with the Facebook study, a very high percentage of the top 50 wineries on Twitter (96%) had a presence on Facebook and vice versa (+80%). Why the individual wineries chose Twitter versus Facebook is unknown (see comments above). Over time it will be interesting to see whether one or the other platform becomes the primary focus of wineries and/or whether one or the other results in more benefits. In either case, leveraging of these and other social media/networking platforms is making a positive difference for wineries that are willing and able to make the investment.

If you wish you may download a copy of the presentation 50 Top Wineries on Twitter Download the updated presentation here.

Finally, a big THANK YOU again to those wineries that took the time to participate in the survey!

Wineries on Twitter? How Tweet it is!

Posted by Richard Beaudin on Aug 3, 2009 in Social Media | 19 comments

Wineries on Twitter

After researching and reporting about wineries on Facebook recently, I thought it would be interesting to do the same for Twitter. And as I suspected … yes… many wineries are taking the opportunity to get their message out on Twitter as well as Facebook (not surprising since a very high percentage of the top Facebook wineries indicated they are on Twitter as well).

Anyone care?   Well, on July 30 over 100,000  Twitter followers did!

That’s the number of followers that have signed up to “listen to” over 170 wineries that are currently tweeting.

Note: Regarding Wineries on Twitter

1. As with the research on Facebook, it is only possible to gather data in a “moment in time”. Unlike other mediums, 24 hours can make a big difference in the numbers (case in point, EaglesNestWinery increased their followers by 128 in the last 24 hours!).  With that in mind, the numbers below reflect the data as of July 29,2009.
2. The numbers on Twitter and WeFollow did not match exactly, but were always relatively close and did not seem to skew the placement
3. In some cases WeFollow listed companies that were wine related (such as tour companies, etc.) but were not wineries. These were not included.
4. Listings on WeFollow are based on tags. Both the tag “winery” and “wineries” were used to identify the listings.
5. As with the previous study, the research focuses on the top 50 wineries, with specific details and recognition for the top 5

Top5 Wineries on Twitter

#1 EaglesNestWinery (CA, USA) takes the top honors with 6772 followers.   Their ratio is .92 (followers divided by follows), with 1113 tweets.

#2 In the number two slot is Teusner Wine (Barossa, Australia) with 4828 followers, a ratio of .91, and 1536 tweets

#3 Carpozzi Winery (pinotblogger) is #3 (CA, USA) with 3408 followers, a ratio of .99, and 3790 tweets

#4 In the #4 slot is Tassel Ridge Wines (Iowa, USA) with 3004 followers, a ratio of .91, and 1317 tweets

#5 Finishing up the top 5, Mouton Noir Wines (NYC, USA) with 2648 followers, a ratio of 1.08, and 1589 tweets

Regarding the top 50 wineries:

Click here to download the full list of the top 50 Wineries on Twitter as of July 28, 2009

• Total followers = 70,229 (average = 141405, median = 1019)
• Total follows = 76,377 (average = 1528, median = 1166)
• Total Tweets = 51882 (average = 1038, median = 477)
• Average ratio (followers/following) = .97, Median = .9
• All but 5 had custom themes
• Location: 1 Australia, 3 Canada, 1 Germany, 5 New Zealand, 1 Spain, 36 USA
• (In USA: 25 California, 1 Georgia,1 Illinois, 1 Iowa, 1 Massachusetts, 1 Miami, 2 New York, 1 Ohio, 3 Oregon)
• In terms of activity where more than 25 tweets in 24 hours = high, more than 15 but less than 25 = med, less than 10 = low , and 0 = none, there were 5 high, 4 med, 22 low, 19 none
• Tags are used to help find the accounts on Twitter. The top tag was “winery” used 40times and the second was “wine” used 37 times (39 if counting other language use – vino/wein). The location of the winery was used by 13 of the top 50, while varietals were tagged by 4. Other tags used included “winemaker” (12), “vineyard” (5), “wineblogger” (3), “winemakers” (2), “wineries” (2) and “wineblogger” (2). Other terms used once only included “sustainability”, “sustainable”, “sommelier”, “tourism”, “farm”, “education”, “tasting”, “tastingroom”, “vlogger”, “blogger”, “fun”,  “foodie”,  “family”, and “agritourism”.

Conclusions:

• Wineries are actively using Twitter to connect with current and/or potential customers
• Its never too early to start .. Carpozzi is #2 waiting on the first vintage!
• None of the top 50 wineries on Twitter match up with the top 50 wineries on Facebook. Why? My opinion is that Twitter and Facebook although both social networking sites, are basically very different, and as a result participation on one or both likely takes on a different priority for the individual wineries.  According to a recent post on Mashup -  ”While on the surface many social networks look the same, there are significant differences, both in their structure and what they emphasize, but also in the attitude that users bring. The more we understand these, the more we can know which social networks to use for what purposes.” As an example, whereas one may use Twitter as a primary communications vehicle (microblog), others may see Twitter as a secondary vehicle to drive more activity on their website, blog, or Facebook page.
• The “volume” of tweets is much less important than the “quality” of tweets in terms of finding followers. In other words, it is much more important to understand and tweet about things of interest to your target audience than simply tweeting for the sake of it.
• For the most part, the top 50 have a close ratio of follows to followers indicating a balance that may be simply a result of “follow those that follow you”, or it may mean the wineries are doing a good job of attracting their target audience (real mutual interest).
• Tags are instrumental in helping to identify the wineries. A vast majority (48/50) of the top wineries used the term “winery” versus ”wineries”. Those thinking of setting up an account should take care in the tags used to identify themselves.

(NOTE: I will be updating this post within the next few days with the results of a survey of the top 50 wineries on Twitter, which should provide a great deal more insight as to the approach and benefit realized to date – stay tuned!)