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:
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.
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 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.
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
This is our revisit to one of the simplest explanations of Twitter.com on the internet. It was done by CommonCraft.com a truly brilliant training video company. CommonCraft’s tag line: “our product is explanation” is one of the greatest tag lines today. Enjoy and pass this along to anyone who asks: What is Twitter?
List Building: begin your strategy by writing down the different categories of people and brands you wish to list on Twitter. Examples for the wine industry: “Napa Wineries” “Wine Sommeliers” “Tasting Room Customers” “Foodies-Restaurants”
Segmentation: each category you turn into a list must segment (divide) your “paper” list relevant to your business. Examples: “Prospects” would be different than “Wine Club members” which would differ from “Affiliate partners.”
Data Service: hire a company to perform a database enrichment where your list of current customers, who may be on Twitter-Facebook or 25 other social networks, can be identified through their email address.
Once you have built your Twitter lists, segmented them according to category, and identified your best customers who are on Twitter or Facebook, you are ready to build a targeted following as well as follow your targeted prospects.
Twitterlists 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 Mashable.com’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:
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