I got pointed to an interesting slide deck yesterday from a company called ABLE. ABLE is a NYC based company doing social media marketing for food and wine clients. They did a survey of French and US wineries about how they used social media.
The short version of this? More wineries are active on social media platforms in the US than in France. And the US wineries are reporting that Facebook is a particularly powerful tool to generate sales.
Part of this is boosterism. ABLE quite naturally wants its potential clients to believe that social media is a must for them, and that they need to devote more time, money, and resources to it.
But there are some surprising numbers in here. What do you think of these?
- 4 in 5 French wineries don’t have a dedicated marketing manager creating content on social networks.
- Fewer than 1 in 13 use FB advertising.
Now, the report does suggest that France’s wineries are jumping into the social media vat of grapes with both feet. But there will be challenges ahead for French wine. How will they prioritize markets? What will they do to ensure they’re creating content that matches the culture and languages of their markets? And how will they ensure that they’re doing their social media work strategically, rather than just hopping onto Twitter or Facebook?
I wonder if Vaynermedia has been watching this happen. Would seem a natural place for them to excel.
And I wonder if there were any indications of how wineries are measuring what they do against goals they set for themselves.