Twitter Strategies: Tell a “Tweet Tale” To Influence

Twitter hashtag events, #Winewednesday and #Followfriday, have been a mainstay in helping wineries network with their consumers and affiliates, raise awareness for their brands, and open lines of communication. The most important strategy to ensure success during these events is to understand how to write creative tweets that illustrate why you are recommending a person or brand. One such strategy is what we call a “tweet tale.”

Tweet Tale: A Short Story

What is a Tweet Tale? The object is to create a micro-story that showcases the people or brands you wish to recommend to your followers. The following example of a Tweet Tale:

This Tweet Tale is based on a question asking readers if they have visited the Bardessono Hotel a fantastic Napa Valley resort, dined at Thomas Keller’s French Laundry, enjoyed St.Supery wines, danced at Napa’s newest event facility Uptown Theater, and visited vaunted Napa art gallery Cordair Gallery.

Tell a Tale:

If you get creative your  tale  will take the reader through a wonderful micro story, recommend your favorites, and create goodwill for your brand.

How Do You Measure Twitter ROI?

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.

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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

Twitter Strategies: 2 Steps to Attract Foursquare Check-ins to Your Business

Twitter hashtag events #FollowFriday and industry niche events such as #TravelTuesday and #WineWednesday are fantastic opportunities for brands to recognize, recommend, network, and create awareness for their products and services. These events are often the best first step to begin to open lines of communication with their targeted prospects and consumers. The following strategy is a way for a brick and mortar brand to recognize their customers, prospects, and the power of Foursquare.

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Step 1: Create a “Foursquare” List

The most important feature on Twitter is the list building feature. Create a Twitter list  titled “Foursquare.” Place people who have checked into your business in this list.  Note: You have the option to make this list public or private. The benefit of making your list private is that you will keep your list of consumers or potential consumers private and away from the prying eyes of your competition. The benefit of a public list is the fact that you are recognizing an individual and they are very likely to notice you have placed them into a list. Listing people or brands provides those Twitter users with more exposure to a larger audience

Step 2: Recognize Check-ins

One of the most important advantages to Foursquare is the ability for consumers to “check-in” at a business’s location. This check-in provides a brand awareness by telling everyone, in their network, where they are enjoying their time. Savvy companies that understand how to mine these check-ins can create “tips” aka offers that are automatically delivered to people who are checking-in at a business near their own.

Recognize your customers or prospective customers who check-in at your business by:

  • Copy: write copy that rewards people for checking-in at your business. Ex- “These folks support U by Checking-in on Foursquare @winesoiree @JillDever @susanhanshaw @Cordairgallery @BobMc #FollowFriday
  • Offer: create an offer that compels people to check-in at your business. Wine industry Ex-  Our reward 4 your check-in Complimentary Tasting for 2 @napavalleyrogue @pkitano @evenanerd @MichChat @vinogirlie @sharayray #WineWednesday

Twitter Lists: Twitter’s #1 Advantage Over All Social Networks

Twitter lists help businesses from small to global segment, track, monitor, engage, and recognize their target audience. Whether you are monitoring competitors, establishing a new account, or creating campaigns for specific audiences, Twitter’s list feature is the best feature available in social media today.

In order to take advantage of the list feature, you must first know your targeted audience. One of the best ways to find brands and important niche specific people on Twitter is through’s Twitter List Directory.

Twitter List Directory: Mashable’s Top 5 Lists

There are thousands of lists on Mashable in dozens of categories- here are the top 5 lists on Mashable:

Top 5 Lists Links

1. @Mashable/Mashable

2. @Mashable/SocialMedia

3. @Mashable/Marketing

4. @Mashable/Tech

5. @Mashable/Media

Top 11 Twitter Social Media Resources

Don’t end up like the Fail Whale! Are you are an aspiring social media marketer, looking to learn and leverage social networks, and interested in enriching your knowledge base? If you are utilizing Twitter as the information engine it has evolved into, following  the best social media people and companies is a great place to begin your education.

11 Top Twitter Social Media Resources

  • Mashable: incredibly rich source of social media information
  • Jeremiah Owyang: the former Forrester analyst “fire” starter is one of the most important voices in social media
  • Brian Solis: another stalwart in social media with an anthropologists mind and gunslingers reflexes
  • Hubspot: creators of Twittergrader and tools for social media strategists; include Mike Volpe in your follow
  • Pat Kitano: social media strategist, former Wall St. investment banker, thought leader behind Domus Breaking News Project
  • Tim O’Reilly: true thought leader of Web 2.0 movement, social media maverick
  • Peter Kim: Peter Kim’s blog is full of incredible resources and ideas
  • David Armano: a big part of Dachis success and a true pioneer in social circles
  • Kevin Marks: Oxford educated Google’s expert in emerging technologies and their cultural impact
  • Robert Scoble:  self deprecating passionate blog pioneer and technology social media strategist
  • Tech Crunch: I am not a Michael Arrington fan but I am a fan of his site’s relevance and breaking news power

What is your take? Did we miss anyone? Is there a less than worthy person on the list? Give us your feedback