Wine + Food + Music = Social.
Offline (of course), Online (absolutely)
It is a natural progression to have Wine, Food, Music and then Social. So shouldn’t this type of business, in the ‘business’ of being social, have a social business model ?
Reviewing the online presence of Jackson Triggs Winery (Niagara, Ontario), it appears that they believe this to be very important.
Are they being social? What do you think?
Are they using social platforms effectively? Are they choosing the social sites where their customers are ‘hanging out’ , engaging in conversation. Is their content being shared by others to extend the reach of the conversation? Are they posting regularly to keep content fresh? Content is relevant & stay within the culture of the organization? Are people talking about the company themselves? Sharing it with their friends?
Corporate Profiles on Social Media sites
Here are few of the social and digital platforms where Jackson Triggs has chosen to engage online, and a review of their activities.
Facebook – Actively updating their status, Images (including cover image) are being kept up to date, Regular Contests (just past ‘A Year in Bloom’), Variety of text, images & videos used, Conversations ongoing showing engagement with their community (i.e. people making comments and posting to page), Events listed and pages created and current. Very active – company and customers.
Twitter – NOTL – active with multiple posts, retweets and images every week – 1399 Followers & 1368 Tweets – Very Active – company and customers B.C. – Profile is there, some activity – not very active.
YouTube – Fun, Light-hearted videos on associated topics as well as videos of the winery.
Pinterest – Showing related images to peak the interest of people who like wine, and to show images of the winery for other people to ‘re-pin’. Board topics are relevant, fun and creative – “Pairs well with Wine”, “At the Winery”
Industry Websites – An opportunity to add a company profile on an industry, or related industry is very important to get extended reach. Niagara Tourism is very important to the success of our local economy, so there are many opportunities to do this (often free). Jackson Triggs has their profile or link on many of these sites. i.e. Wineries of NOTL, Wineries Ontario
Local Business Referrals – Link-Backs (links between websites and within websites) are very important for not only bringing your customers to your website, but increasing your SEO (another topic). Niagara On The Lake businesses work together to build a good business referral program and Jackson Triggs has built that into part of their social strategy- i.e. Pillar in the post offers ‘What to do’ while in the area – Example
Corporate Website – Offers information but no place for conversation offered. A few small links at the bottom to a select number of their social profiles.
Third Party Conversations
Social Sites where customers have started ‘talking about’ the winery. Perception by most is that third party opinions are more objective (more credible) when it has no official ties to the company. If someone is willing to share a photo and an experience and not getting paid for it? Great PR (public relation)!!
Measuring their success
Using the social analytics site – Social Mention – to see what the online sentiment of many of these conversations showed the sentiment of what people are saying about Jackson Triggs Winery to be: 179 Neutral 45 Positive 3 Negative (June 23 2012)
Trip Advisor Reviews (to date) 36 out of 53 were excellent reviews)
Social Business Blog Series:
Note: This Social Business Series has been part of an assignment for the Social Media class that I am taking at McMaster University for the PR program. All research has been gathered online from publicly available information. There may be more information available as to what they have coming up in their marketing/communication road map, but we wanted this research to be from the perspective of a customer. Truly organic in nature and meant to inspire, not criticize.