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Friday
Jul102009

Vintank- What do you REALLY think about winery blogs? 

I found the VinTank  report on Social Media fascinating and I agree with a lot of it.  But the section on winery blogs was puzzling. I understand that they think that wineries should spend their time on other activities,  but that recommendation was couched in contradictory (to me) statements.

Page 62. “With all the activity that you need to do online do you really have the time to blog? We at VinTank believe in blogs, all types, even winery blogs. However, with the limited amount of resources, with the amount of work it takes to build audience resources, with the amount of work it takes to build audience that differentiates you, and with all the other activities you need to do (e-commerce, interact with customers, social networks, etc, etc) we feel that a winery blog is last on the list of marketing tactics (and we have been a loud opponent of winery blogs for some time).” [My italics]

Was this an internal debate that never got cleaned up in the proofreading? Or what?

I think there are good reasons to have a winery blog: 

  • Easy web updates in real time and can be coordinated with Twitter & Facebook
  • Improves Search Engine Optimization
  • Drives traffic to site and shopping carts
  • Cultivates relationships with other bloggers
  • Discovers potential evangelists through comments

With that, let me launch this declaration. So far this blog has been an experiment to see if I could consistently write on the subject of wine and Napa and everything in between. I have not made an attempt to actually get people to READ the darn thing.  With that I launch phase two – connecting with other bloggers and an end to my audience of one.  Good luck Ann! Thanks Ann. 

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Reader Comments (1)

Ann,
Thanks for reading the report and for the great blog. Our position on recommending wineries not to blog has often been a hot topic for many reasons . This is especially true since we believe in blogging and feel it is a very strong part of a digital communication plan. I know this sounds contradictory but hear me out for a second. You are right about all the things you state above about having a blog. However most wineries have not given the foundational attention to their website, their e-commerce, or even their online customer support. That being said, we can not in any good conscience recommend that wineries blog as a first strategic recommendation. Please remember that in all our statements we do recommend blogging but ONLY after foundation work is done. Even then, we only recommend wineries entering it to extend the voice of their brand or their wine maker. However with resources applied to e-business being so anemic, there are only so many hours to dedicate and choosing what is a priority is hard with all the "buzz words" thrown around at a winery as the panacea for helping a brand. If they are only going to write infomercials about their wine or not be consistent in posting or measuring they would get much higher ROI by interacting on blogs/forums/wine social networks that talk about wine (especially that wineries products and by using social monitoring tools like Cruvee.com to connect with customers (both new and current). Though it seems that we are speaking out of both sides of our mouth we really feel strongly about the strength of blogs (especially with the right strategy and voice) but that wineries need to do many, many more things before prioritizing a blog as one of their main communication strategies since they can get much more ROI from other activities.

Thanks again for giving us a change to put forth our position (even confusing as it is).
P

July 12, 2009 | Unregistered CommenterPaul Mabray

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