The headline on yesterday’s Wall Street Journal article on social media says social media has “fail[ed] to live up to early marketing hype.” True enough, but the situation is even graver than that innocuous header implies. Readers will encounter a litany of social media ills so extensive that the article reads more like the autopsy report of a particularly horrendous car crash than a dry little analysis on the front page of the “Marketplace” section.
Here are the sad bullet points:
- “Social media are not the powerful and persuasive marketing force many companies hoped they would be,” says Gallup, whose report on this topic the Journal got an advance copy of.
- More than three-fifths (62%) of consumers Gallup polled say social media has “no influence at all” on what they buy. Ouch.
- Gallup: “Consumers are highly adept at tuning out brand-related Facebook and Twitter content.” (What, you thought you were the only one who manages to ignore them? So does everyone else!)
- Then there’s Nielsen, which reports that “global consumers trusted ads on television, print, billboards and movie trailers more than social-media ads.” Considering the skepticism with which consumers see all forms of advertising, this means the level of trust in social media ads is less than zero.
- Brand advertising on Facebook is increasingly unsuccessful. “Brands reached [only] 6.5% of their fans with Facebook posts in March , down from 16%” a year earlier.
- Small companies, including family-owned wineries, are frustrated with the results of Facebook ads. “[T]he return is really disappointing,” one restaurateur said. “Unless you spend to boost a post, you only reach 300 to 400 people.”
- The dislike social media users have of anything that smells like advertising or marketing has reached new heights and seems irreversible. More than 90% of social users say they use social media simply “to connect with friends and family.”
- As for piling up fans, “friends,” “followers” and the like, which has been the Holy Grail for companies, “Researchers [now] say many fans are fake, or automated.” One researcher found it cost him 42 cents to buy 700 retweets.
Statistics and anecdotes like these won’t be enough to seal social media’s coffin permanently, nor should we be overly quick to criticize social media for what it cannot do. As an ardent social media user myself, I’d hate to be without it: it has changed my life, and for the better.
But there can no longer be any doubt that social media (as I wrote six, five, four, three and two years ago, and again last year) is not, and cannot be, the alpha and omega of brand marketing strategies. That’s not what social was created for; it’s not what social users want; and the only reason why anyone continues to believe in the marketing value of social media is because a cadre of social media consultants insists (still!) that it works to sell stuff.
If I was a winery, would I be doing social media? You betcha. But I’d be careful to avoid any hint of puffy-fluffy PR, which turns people off. To sell wine, you need to do it the old-fashioned way: shoe leather, personal relationships and—yes!—scores, which still count.
That’s the headline on a little article from Rachel Luxemburg, a “social media strategist” at Adobe, who defines the “So what? test” this way: “Ask yourself, ‘Is this something my fans / friends / followers are truly going to care about or will they shrug and say ‘So what?’”
The “So what? test” is something every blogger understands. Or, this blogger, anyway. I realized early on, when I started blogging more than six years ago, that no one would care about what I wrote, unless I gave them a guarantee of two things: (a) the writing would be as good as I could possibly make it, and (b) I’d change the post five times a week, so that people could look forward to something fresh Monday through Friday.
I knew that you can’t assume people will come to your site unless you offer them a reason to come—and to return on a regular basis. It’s hard work, and I knew that I’d better not even begin, unless I meant to follow up and do what had to be done. After all, I don’t want to do anything unless I can do it really well. That was my approach to karate when I studied it; it included being a professional wine writer and critic for 25 years, during which I deferred to no one; and so by extension I applied that same exacting standard to steveheimoff.com.
From a marketing point of view, the “So what? test” also is important for wineries. As I’ve written many times in the past, having a presence on social media, including blogs, is fine and dandy, but I would argue that my two criteria—good writing and frequent updates—mark the difference between mediocre, ho-hum social media, and social media that attracts eyeballs. People are busy; no one has the time to go to an online site that’s boring, with the same content it had yesterday, and last week, and last month, and—gasp!—last year. But we all know winery sites that are fossilized; they’re the walking dead, zombies that look alive but aren’t.
Rachel, the Adobe strategist, suggests three simple ways a social media site can attract viewers: is “what we’re sharing…actually interesting, useful, or just plain fun?” It doesn’t have to be all three. What’s interesting may not be useful, although what’s useful generally is of interest. And fun need not aspire to any standard higher than simply giving people a few moments of enjoyment. It’s not rocket science, this business of making online content “interesting, useful or just plain fun,” which makes it all the more surprising when you see how many wineries don’t seem capable of doing it.
Well, in fairness, a winery can’t do it, if there’s not somebody at the helm who cares about social media, and has the time and resources to pull it off. Again, not all wineries have such a person, and it’s a pity, because it doesn’t take a tremendous amount of time or effort to do it reasonably well. I think the uppermost thing to keep in mind, for a winery social media person, is to find a “voice” that’s natural, human and communicative. Too often, winery social media is written and managed by public relations people who—for all their positive virtues—aren’t always the best communicators. They tend to take refuge in hyperbole and clichés, thinking that giving a stale old marketing message will engage readers. Unfortunately, that’s not true. Today’s consumer has seen it all, heard it all, and isn’t in the mood for another commercial disguised as a conversation. They want to be engaged as intelligent adults. They have finely tuned B.S. meters that can detect falsity a mile away.
Social media has evolved a lot since I started blogging, but in some fundamental way, it has remained the same—and will continue to. The rules of authenticity, transparency and respect for your readers and viewers still apply.
Once a headline is out there, it becomes “reality”—whether it’s based on reality or not. Thus, “Millennials: Wine Dull, Cocktails and Beer Exciting”, which is the header of this online article, is repeated on Lewis Perdue’s Daily News Fetch, so that people who don’t have time to actually research the topic—which is most of us—go away with the impression that Millennials are turning away from wine (if, in fact, they ever embraced it) in favor of the latest signature cocktail or craft suds.
The “dull wine” meme comes from this story in Wines & Vines, which based its own headline, “Wine Losing On-Premise Sales,” largely on the remarks of an MW who is the beverage director of a large restaurant chain, who said, “Cocktails and draft beer are more entertaining to [Millennials] than wine.” In a key quote concerning his own beliefs, the MW inplied that, for younger drinkers, beer and cocktails “feed the souls,” while wine presumably doesn’t, since it is not associated with the visual feast of “attractive, muscled bartenders with tattoos shaking cocktails like maracas and blenders whirling.”
Wow. I’ve seen plenty of muscled winemakers with tattoos, but it’s true that they’re not on public display the way mixologists are (and maybe they should be). Still, as much as I doubt the entire truth of the premise that Millennials are turning a cold shoulder to wine, there is in my own life some evidence of it. I have friends in their 20s and early 30s who really don’t care much about wine, but they do love a good glass of beer and if they’re in full party-on mode (which they frequently are late at night) it’s hard liquor they turn to. It’s always dangerous to base one’s conclusions on anecdotal evidence, but there’s little doubt that there are folks out there in their 20s and 30s who for whatever reason don’t perceive wine to be as cool as a local mini-brew with a badass label, or a glass of something hard with all kinds of fruits and colors swirling around.
Still, I come down on the side of Sara Schneider, the wine editor at Sunset, who was quoted in the Wines & Vines article as saying she doesn’t agree with the MW. Calling wine “almost de riguer in new restaurants,” she pointed also to the proliferation of wine bars as proof that Millennials, and drinkers of all age, remain dedicated fans of the grape. And then there was the floor manager I met yesterday from BJ’s Restaurant and Brewhouse. I asked him if his young customers think wine is dull and he said, in essence, hell, no. So once again this confusion underlies the fact that the market is incredibly complex; there’s no such thing as “Millennials”, there are individual millennials, and divining what they like and don’t like is an inexact science.
So it may or may not be true that Millennials see wine as dull; there are studies, and then there are studies, and you can generally find anything you want to with a Google search. Be that as it may, there are clues in this little debate concerning what wineries should be doing, from a marketing point of view, in order to remain competitive with beer and booze. If my experience is any indication, and I think it is, they have to get out there any and every way they can: on social media, on wine lists, at meet-and-greets, pouring in hotel lobbies and hosting events and in general hitting the road. The market is wide open right now for wineries to make fast, smart moves, by-passing traditional gatekeepers (who tend to be the most conservative people on earth) and plowing new ground. A winery that believes it’s been shut out of a particular market, such as Millennials, will be, because we make our own reality.
Two articles in yesterday’s Wall Street Journal, taken together, suggest that the transition from print to digital journalism is gathering steam.
The first, “The Vanishing Everyman’s Art Gallery,” actually is a bit of nostalgia for the old days when newsstands were on every street corner of every city in America, and their publishers hired artists to paint pictures for the covers. (The classic example is Norman Rockwell’s relationship with the Saturday Evening Post.) The writer asserts that millions of American thus gained exposure to, and an appreciation of, good (if sentimental) art—thus the “Everyman’s Art Gallery” heading. He laments the passing of those days (and also the passing of LP album covers, replaced by not-so-interesting CD covers).
But his real point is to underline the continuing weakness of print magazines, which are rapidly moving online. There’s nothing particularly new in that—we’ve been talking about the migration from the printed page to digital for years—but what’s different now is that advertising dollars may finally be finding their way to these digital websites.
The challenge in the past for magazines that wanted to move online was that advertisers—who account for the great majority of a magazine’s income, as opposed to paid subscriptions—weren’t willing to spend anywhere near the big bucks they would pay for on a printed page. For example, let’s say a quarter-page ad in a print publication cost $25,000. On a digital version of the magazine, the advertiser would have to be content with a little button or banner, at a cost of, say, $750. That was a big hit for publishers to absorb, and nobody quite knew how to get around that dilemma.
But now, according to that second WSJ article, “At long last, TV money flows to web.” Granted, this movement of money is starting with online movie outlets, not general or specialized magazines. But it’s a start, a crack in the dike that previously kept big money from migrating online. As one ad buyer remarked, “For us, it’s really about shifting to where audiences are.” And, as audiences increasingly glue their eyeballs onto computers and portable devices, advertisers have no choice but to go there.
It’s still unclear, though, if advertising for smaller web sites—like those of wine magazines–will reach the stupendous levels currently flowing to print and television ads and commercials. “How much these [digital] outlets can draw [in ad revenues] in the near term will be determined in part” by future negotiations, the WSJ says. Smaller online digital outlets don’t draw anywhere near the number of views of major TV programs, like the Super Bowl, and so digital ad revenues aren’t going to reach those levels anytime soon.
But “Younger consumers are consuming less TV as a portion of their total media consumption,” pointed out one analyst, meaning that in eventually, the playing field could level out, as big network and cable TV attracts fewer and fewer viewers.
What this means for magazines is that they have to negotiate a delicate transition from reliance on the printed page to crossing the digital doorstep. You can’t go from the former to the latter in one quick move; if you do, you’d be out of business. Instead, publishers must seek to attract new, younger viewers and readers who prefer their mobile devices, while avoiding alienating older viewers who like their magazines the way they’ve always been. Wine magazines are in an especially vulnerable place, because the divisions have never been starker between older, Baby Boomer readers (who made today’s wine magazines famous and successful) and younger, less tradition-bound consumers. Millennials don’t drink their grandfather’s wines, their grandfathers don’t drink their grandkid’s wines, and a publication that wants to appeal to everyone might just fall between two stools.
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Finally, R.I.P. Bob Sessions. Great job at Hanzell.
Whenever people of similarity spend most of their time together they tend to develop the same esthetic tastes. This is known as class identification and has been developed through evolution to keep tribes cohesive.
When it comes to wine one singular and rather insulated tribe defined for centuries what was good and bad. This tribe was Caucasian, Western European, male and wealthy, and thus deeply conservative in its social and political outlook. It consisted mainly of the British upper classes, an amalgam of landed gentry, aristocracy, academics and clergy. What they favored was Bordeaux. Without this group of what, today, we call tastemakers or gatekeepers, Bordeaux likely would not have reached the pinnacle of wine fame it still enjoys today.
The tastemakers eventually branched out, a little bit, to appreciate a few others wines: Burgundy, Port and Champagne, but Bordeaux remained their obsession and exclusive province. When our own country, America, was formed, it was mainly by the descendents of those Britishers, which is why we saw the founding fathers similarly obsessed with Bordeaux . (Madeira too appealed to them, but there were other economic reasons for that.)
As long as America remained a fairly tight little country, with poor internal communications, the tastes of these original British (and some German) founders dominated the country’s esthetic. (We might credit the Germans with establishing the beer culture that has always gone hand-in-hand with the wine culture, and more than occasionally dominated it.)
Even as late as the 1960s, the country’s internal communication was fairly dismal. The large newspaper chains tended to speak with one voice; wine writing and criticism remained in its infancy, with a “preaching to the choir” mentality in which, yet again, Bordeaux was extolled, now joined by its California cousin, Cabernet Sauvignon. Some insiders understood that it would take a revolution to shatter this template, but what would the revolution be?
We know now: The internet. More specifically, the proliferation of social media. All the old institutions in this country are being fractured and disrupted. We see this in politics first and foremost, with the rise of movements as disparate as greens/environmentalists, on the one hand, and the Tea Party on the other. We see it in the wild fractionalization of popular music. No longer do we simply have rock and roll, jazz and classical music; nowadays the most particularist genres appeal to their tribes. Ditto with the multitude of televised broadcast sources we have to choose from: hundreds on my cable system alone. We see it in the very diversity of the American people: California is no longer a white-majority state, but is the first truly rainbow state in the nation.
How long will it be before this stranglehold of a handful of wine varieties is loosened? Just today, a local wine writer and restaurateur writes in the San Francisco Examiner of the world “beyond the 93 percent prime grape varieties” that are “opening the eyes” of sommeliers, leading one to remark that “The potential [for new varieties and wine types] is something we haven’t even scratched the surface on.”
I’m seeing this up close and personal. If you go into a wine bar, nobody is ordering Cabernet Sauvignon or Chardonnay. Visit Uva Enoteca, in the Haight, and you’ll find lagrein, schiava, refosco, gattinara, nero d’avola among reds by the glass. Head over to Hotel Biron, in hot-hot-hot Hayes Valley, and you have your choice of Mendoza Torrontes (a variety that’s quickly grabbing my attention), South Portuguese whites, South African Pinotage, plenty of German Rieslings, and a nice range of a California wine that deserves to be consumed in restaurants more than it is: Zinfandel.
This is encouraging news. It means that a new generation of wine drinkers is willing and able to expand their experience well beyond where their parents and grandparents went. It doesn’t mean that Cabernet, Chardonnay and the rest of the 93% “prime grape varieties” are going away anytime soon. But it does bring a welcome diversity to our wine (and restaurant) scene, and it seems particularly strong here in the Bay Area, where so many cultural trends begin.
The most stunning finding from Ipsos Media’s new study on social media is that Millennials spend an average of 17.8 hours a day perusing (if that’s the right word) the media.
Assuming they must sleep at some point, that means that nearly all of Millennials’ waking hours are spent looking at or listening to a smartphone, tablet, computer, radio, movie or T.V. screen or even the printed page!
How do they find the time to do anything else?
The actual point of the study was about user-generated content (UGC), a buzzword that, according to Wikipedia, entered mainstream use in 2005. Wikipedia says “The advent of user-generated content marked a shift among media organizations from creating online content to providing facilities for amateurs to publish their own content.” So, for example, anything that lets you put information out there on the Internet (a blog, Twitter, Instagram) is an example of UGC.
It’s clearly cheaper for media organizations to have users create content, rather than for the corporations to have to pay for it. On the downside is the fact that UGC sites cannot charge nearly as much for advertising that sites (usually bricks-and-mortar) charge. This is why we see Facebook and Twitter constantly trying out new ways of sneaking ads into our feeds.
The study’s authors report that 53% of Millennials say UGC influences their buying decisions, compared to 44% who trust traditional media more. Of that 53%, nearly three-quarters (74%) say their most “trustworthy” form of UGC is “conversations with friends/family” (although, to me, a “conversation” with actual people isn’t really an example of user-generated content. Am I missing something?) Anyhow, that compares with only 44% who find “print magazines or newspapers” to be trustworthy.
That will come as welcome news to my friends who are steeped deeply into social media. It means, for instance, that a Millennial who’s looking to buy a bottle of wine will give more credence to a “conversation with family/friends” than a recommendation in a wine magazine.
Well, duh. I’m sure that’s true for most people who buy a bottle of wine. Wine magazines and wine columns in newspapers aren’t for everyone, they’re for people whose interest in wine has risen above a certain base level. These folks may not realize it, but if they’re listening to a wine recco from a magazine or newspaper, they have officially dipped one toe into the Sea of Geekdom. Hey, dive right in, the water’s warm and comforting!
It’s interesting to note from the study that, while we tend to associate Millennials with online social media and not so much with television, they actually watch quite a bit of the boob tube. While 71% of them report daily use of social networking (Facebook, LinkedIn, etc.), nearly as many—60%–watch live TV everyday. And may I be so bold as to suggest that a momentary glimpse of their Facebook feed pales in comparison to watching a 30-minute TV program. That suggests that wine companies might consider advertising on the TV shows that Millennials watch, but (cf. my reference above to advertising), most wineries could never even begin to advertise on Colbert or the Daily Show.
I suppose the challenge for wineries today is the same as it was six years ago when I began blogging: How do you get Millennials (or anyone else) to recommend your wines to their friends and followers? That’s the million-dollar question. No one’s yet figured out the answer. While they’re trying to, I suggest wineries continue to send samples to the top print critics and other tastemakers. The two approaches are not mutually exclusive.