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Sonoma State University – Social Media & Wine Marketing resources

Sonoma State University – Social Media & Wine Marketing resources

The following resources were promised to attended the Social Media & Wine Marketing today at Sonoma State University’s Wine Business Institute

Instagram – Recent Changes and Back to the Basics

Instagram – Recent Changes and Back to the Basics

Recently Instagram announced some changes publicly to their logo and app layout, and it appears that there have been some bigger changes behind the scenes as well.

Recent changes on Instagram

Instagram logo
Before we jump into some basic tips on how to get maximum exposure and engagement, we wanted to point you in the right direction with updates on recent Instagram changes. Below are some links to articles outlining those changes.

A new look for Instagram” – Instagram 5/11/16

Instagram secretly made a huge change and it’s not the logo” – Inc.com 5/13/16

Instagram testing new business profiles” – Later.com 5/2/16

Your first look at Instagram’s new analytics” – Later.com 5/11/16

In March, Instagram made another change that allows users to access multiple accounts from within the app and many are still not aware of the change.

Back to the Basics – Instagram

Now that we have brought you up to date on the recent changes with Instagram it’s time to get back to basics. Here are three pointers to enable you to increase your reach:


1. Geo-tagging
 – Make sure you geo-tag every image that you post.  Images on Instagram can be searched with this function and will give your image another avenue through which it can be found.

2. Hashtags – Research says 11+ hashtags on each post will get more reach and interaction for your post.  That may seem like a lot, but you can use this tool from Websta to help you find “hot” hashtags.

3. Tagging Others – Instagram gives you the option to “tag” other accounts in a similar way to Twitter.  Simply click the “Tag People” option when uploading your image to Instagram and start tagging other accounts – you can tag up to 20 accounts this way.  The managers of those accounts will get a notification on their main account page. That will make them aware of your image and potentially increasing interaction and engagement of your post.

 

Instagram tips-for-better-engagement

 

How to get more out of Twitter by Posting Images Better

How to get more out of Twitter by Posting Images Better

Many of you are posting Twitter images. Whether the images are yours or were created by a third party, you can get more bang for your buck by utilizing a rarely used Twitter function on both your computer and phone.

Below is a step-by-step guide to show you how you can get more reach out of your current photo posts.

How to tag images on TwitterPlease note that this currently only works on native Twitter – computer or phone – and not on third party platforms such as Hootsuite, or in the Twitter Ad Platform.

1. Click the Quill / Tweet Icon in the upper right corner of your Twitter account.
2. Click the Camera icon and add your image(s) – up to 4 images can be added per tweet.
3. Type in your tweet content in the “Compose new Tweet” box (computer) or the “What’s happening?“ space (phone).
4. When you have the option to add “Who’s in this photo?” (you’ll find this option below the image(s) on your phone) you can add up to 10 accounts, the maximum number that Twitter currently allows. These images need to be added one-by-one by typing the relevant Twitter account names in and clicking on them as it auto-populates below.
5. Once you have all the accounts that you want tagged in the photo(s) inputted hit the Tweet button.

1 Add Text Then Click Add Photo Twitter Images
1. Add Text Then Click Add Photo

 

2 With Photo Added Click Who's in this photo Twitter Images
2. With Photo Added Click Who’s in this photo

 

3 Tag Relevant Twitter Account Twitter Images
3. Tag Relevant Twitter Account

 

4 Tags Show and others account get notification of tag Twitter Images
4. Tags show and others account get notification of tag

Some pointers for you:

– The maximum image size that twitter will accept for upload is 5MB and up to 3MB for animated GIF’s
– Twitter prefers images in Landscape format with the aspect ratio 2:1. Images in Portrait format need to be clicked by the user to be fully seen
– Where possible add a geo-location to your image so that in the future it can be geo-searched at that specific location
– Find more info on posting photos to Twitter here

For a deeper article on Twitter photos you can read this piece on Twitter

A 2013 piece from the Buffer Blog gives some good tips on how to maximize the impact of photo use in your Twitter account. You can find the post here

Do’s and Dont’s on Twitter – 3 of each

Do’s and Dont’s on Twitter – 3 of each

Twitter is here to stay. While Facebook lends itself to long explanations, pictures and every discernible fact you could ever want to know about someone, Twitter is its more succinct alternative. You’ve got 140 characters to figure out what you want to say. These days of instant gratification and with letter writing dead and gone, Twitter is where it’s at!

 That being said here are some helpful Do’s and Don’ts to help you tackle this brave new world.

Do RT (re-tweet) followers

Twitter is a mutual experience. You RT followers and they will RT you, if you have something to say! A good rule of thumb is 1/3 Native tweets (your own) 1/3 RT’s and 1/3 direct responses to followers. It keeps your account active and dynamic. Who wants to read the same stuff over and over again? By mixing it up with RT’s from like-minded followers you can help spread YOUR voice as well.

Do Be Consistent

Followers will forget about you unless you keep yourself in their feed. Let them know they can expect you to tweet something. When a twitter account has super low activity, they are the first to go when people are cleaning who they are following. If you are a business you should have things to say and be engaging on a pretty consistent basis. With larger accounts tweeting hourly throughout the day makes sense, as there is a lot of information to share and conversation to be part of. Small accounts two to three times a day is sufficient. Assess what works for you, but be consistent!

Do have a clear voice

It is hugely important that your followers know who they are following. What is it you want to say? Are you a business? Keep personal stuff out of it, but still keep your personality! What do you want your followers to know? What can they expect when they read your tweets? Think about how you want to enhance your image and be consistent in your tone.

Don’t tweet from Facebook

It just looks lazy. “Check out this great article from Charles so and so as he expl…fb.me/vt51Z”. Your followers are looking for you to tell them something. A half formed thought or phrase is hard (and annoying) to read when going through your feed. Then consider how hard that is to RT. If you are going to have a Twitter account, especially as a business, it is important to utilize all avenues of social media appropriately and in ways they were intended. Have your voice heard (in 140 characters or less) in an original way and respect your followers.

Don’t Over Hash-Tag

Two or three is sufficient to get your idea across and pick up on searches.  #Over #hashtagging #is #distracting and it’s also hard to read and unnecessary.  Making up hashtags that mean nothing to people just takes up space. See what topics are trending and join the conversation! Have fun with your hash-tagging but don’t ruin it for the rest of us.

Don’t try to use up all 140 characters

So you’re thinking ‘hey! 140 characters isn’t that much! I’ve got stuff to say!’ Well yeah. But don’t you want others to help you say it too? When they re-tweet (RT) and you’re at your limit already then they have to do some crafting. You always want to try to avoid having someone edit what you’ve written. You know what you wanted to say! So help them spread your word but keeping it as clear and short as possible. Add a bitly to link them to more information!

 

Wine Marketing in Poor Taste?

Wine Marketing in Poor Taste?

With Hurricane Sandy bearing down on the Eastern Seaboard of the US it’s no surprise that folks have taken to various Social Media outlets to highlight the impending natural disaster. There were a number of “photoshopped” images doing the rounds this morning that, while not real, did provide an outpouring of support online for people who were in its path, or close to it.

Later in the day we started to see a number of wine themed images appearing on our screens which seemed to us like “bandwagoning” at best and deeply insensitive at worst. Bordeaux Wines were the first to appear on our screens with the image below on their Facebook page   and also on Twitter and Instagram (although these look like the original image shot with a phone!) too,  and Andrew let them know his thoughts on their image. At time of writing there has been no response from the folks running the page as we assume they are all wrapped up nice and safe in their beds, in Bordeaux!!

bordeaux-wine-image

Bordeaux Wine Instagram Hurricane Sandy

Bordeaux Wine Hurricane Sandy

The other image that we saw today is from Adams County Winery located in Orrtanna and Gettysburg, PA. They’re close to where Sandy will come ashore so their image can probably be deemed to be more tongue in cheek but we still think that in the face of mass mandatory evacuations more sensitivity should be deployed.

adam-county-winery-300x287

It’s highly likely that people will lose their lives over the next 24-48 hours along with their properties, and many will probably be left homeless for the foreseeable future as we head into the winter in a part of the world where winters can be harsh.  So at 3 rock marketing we’re asking that wineries consider the human element of what they’re engaging in before they jump on the bandwagon and our thoughts are with all of the people who are affected by Hurricane Sandy.

Update – Monday 22.30hrs PST

Just when you thought the images above were bad, American Apparel goes and sends and email to thousands of folks that lit up Twitter right as the storm is coming through, offering 20% Off Everything in a Hurricane Sandy Sale. As nurses take patients down 9 flights of stairs as NYU hospital is evacuated because of back up power failure American Apparel has brought shame on the marketing community.

American Apparel Hurricane Sandy