Full adoption of Twitter as the choice social media engagement super tool is still in progress. Although many first adopter business niches and industries harnessed the power of Twitter early in the platform’s development, without demanding white paper or ROI analytical proof, many American companies still lag behind. When the light does go on, some very important steps often are overlooked before launching a successful Twitter presence. One of the examples of an industry that still struggles to understand how to measure the ROI of Twitter is the wine industry.
[picapp align=”none” wrap=”false” link=”term=dick+costolo&iid=8522876″ src=”http://view1.picapp.com/pictures.photo/image/8522876/twitter-founders-biz-stone/twitter-founders-biz-stone.jpg?size=500&imageId=8522876″ width=”234″ height=”155″ /]
Steps to Measure ROI of Twitter in the Wine Industry
- Direct Channel: understand that Twitter, as well as Facebook, is a direct marketing channel that can be measured
- Life Time Value: realize that consumer purchases can be attributed to Twitter, as they are for traditional channels, creating a bench mark and life time value for each winery’s customer utilizing Twitter
- Control: institute employee processes to capture consumer purchasing information in the tasting room
- Train: train all tasting room staff, within the conversation with visitors, to uncover which channel brought them to the tasting room. Was it a Twitter offer, a Facebook page announcement, a telesales campaign, a email notification, advertisement etc.?
- Integrated Database: the biggest challenge for wineries is to create one place where they can house all of their customer purchase information ie. tasting room, email, telesales, advertising, postal
- Measure: even if the challenge of finding one database to hold all customer purchases across all channels is currently improbable, there is a set of services that can measure interactions, responses rates, and CRM campaigns within the Twitter environment
A personal search engine that keeps track of your social footprint for future reference? It’s here in Introspectr.com. Introspectr’s motto: “Stop searching, start finding. Introspectr makes it easy to find messages, documents, and links from every part of your online life.”
- Provide Introspectr access to your Twitter, Facebook, and Gmail accounts
- Introspectr indexes your Twitter, Facebook, and Gmail messages along with links and attachments
- Search with any term and the results returned are your past Twitter tweets, Facebook messages, and or emails related to your search term(s)
Who are you connecting? What promises to be the next generation way to connect people with synergy, former Quigo entrepreneur Michael Yavonditte launched #Hashable.com. Hashable, according to Techcrunch’s Erick Schonfeld, “lets you introduce any two people via Twitter or email, and then follows up to see whether those intros were successful.”
How’s it work with Twitter?
Simply include the Twitter handles of the two people you want to introduce as well as @hashable, and the hashtag “#intro.”
If I want to introduce maverick wine industry veteran winemaker Cathy Corison to innerarchitect.com CEO Susan Hanshaw I would:
- You tweet: “@CathyCorison meet @SusanHanshaw I think you both have common interests and synergy #intro cc @hashable”
- Hashable would tweet to both parties with a link to their Icebreaker page with bio information for both people and fast way to reply on Twitter
How’s it work with email?
- Send email: email both parties and Ccing email@example.com
- Private introductions: email both parties and CC firstname.lastname@example.org
The real fun begins as you accrue points for each introduction you make. The more people you introduce “successfully the more HashCred you get.” HashCred is a point system that rewards you for particular actions that lead to a successful introduction. Hashable will provide incentives and rewards like Foursquare but with a true altruistic intention.
For more information watch Michael’s interview on Techcrunch TV.