Hughes PR, Public relations, Social media, Twitter

Twitter strategy brings cheer to Cellar Door Wine Festival

This article originally appeared in The Advertiser on 20 March 2012.

Cellar Door Wine Festival Twitter wall. Photo by Simon Casson

Cellar Door Wine Festival Twitter wall. Photo by Simon Casson

SOCIAL media strategies for a wine festival made it a top 10-trending tweet in Adelaide for a weekend.

Hughes PR analysis of the festival held last month showed its dedicated hashtag, #cdwf, and username @cellardoorfest were used in almost 1500 separate tweets during the event.

Digital and media consultant Kate Potter said the agency calculated that event publicity reached more than 98,000 people on Twitter and created more than one million impressions.

Ms Potter said the figures were boosted by the Convention Centre marketing team installing a giant projection screen to create a Twitter wall at the event that showed tweets in a rolling feed.

“You could see it from anywhere at the event so that whenever people mentioned the cellar door handle or hashtag their tweet would come up on the Twitter wall,” Ms Potter said.

“It created this huge traffic at the festival and then to all of the followers of those tweeting.”

The carefully orchestrated digital and media strategy started with a specific hashtag being chosen for the event so it had a clear Twitter and Facebook conversation that could be followed.

Ms Potter said after this, each winery involved with the event was contacted to ensure it used that specific hashtag when tweeting about the event.

This included about 90 of the 150 wineries involved who were already on Twitter.

The next prong in the marketing approach was to invite recognised social media “influencers” to the launch, those who have large followings and those who were well-known wine bloggers.

“We needed the initial boost from wineries and social media influencers to push the hashtag to the top of the Adelaide Twitter conversation,” Ms Potter said.

There was also a dedicated website and a Facebook site.

The convention centre used the Facebook site to run competitions and it provided an avenue for social pictures of the event so people could tag themselves and share the photographs.

“People could also go onto Facebook and ask for information or provide feedback,” Ms Potter said.

The same hype is being created around other big events during March with Ms Potter saying at various venues around town there were constant tweets to follow, helping festival or fringe visitors choose their next event.

“At Womadelaide you could see a tweet from someone saying they had just sat down and the artist was awesome … there was a big conversation happening in real time,” Ms Potter said.

“For these events it’s word of mouth, when you hear something is awesome from one person and then another you think `they must be awesome’ and you go across to that stage.”

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Digital Media, Hughes PR, Marketing, Pinterest, Social media, Twitter

Are you Pinterested?

Natalie Ciccocioppo writes… 

Pinterest: it’s the new black of the social media world.

With over 11 million unique visitors per month, Pinterest became the fastest standalone website in history to generate more than 10 million page views per month.

The estimated unique visitors to Pinterest.com increased by 429 percent over a three month period from September to December 2011.

And did you know measurement data has shown that last month Pinterest drove more traffic to online publishers than Twitter?

So, what’s Pinterest all about?

Pinterest describes itself as ‘a virtual pinboard’,

“Pinterest allows you to organise and share all the beautiful things you find on the web. You can browse pinboards created by other people to discover new things and get inspiration from people who share your interests.”

Like Twitter, people can ‘follow’ users on Pinterest. Pinterest users create boards, and bookmark, or ‘pin’ the content that they like to those boards.

From a user perspective, Pinterest can be a particularly useful bookmarking tool to gather ideas, for example, when planning an event big or small, a holiday or a craft or home decorating project.

You can ‘pin’ images of a particular style or fashion era that interests you, your dream car, or it might even be the place you find the dish that will impress your friends at your next dinner party.

As it continues to grow, increasingly more and more brands are recognising the opportunities that the platform presents and embracing all things Pinterest. Pinterest provides a platform for brands to engage with followers and build brand awareness and identity, while not necessarily being a direct sales tool.

International companies that have recently established a Pinterest presence include designer brand Kate Spade New York.

On Pinterest, Kate Spade New York is engaging with its followers by sharing imagery that appeals to them, all while remaining true to their design aesthetic and Kate Spade’s fun and playful brand personality. Kate Spade’s VP/eCommerce Johanna Murphy talked about using Pinterest in this Business Insider piece.

Just last week, Tourism Australia became one of the first major Australian brands to launch a presence on the popular site and at the time of writing had over 400 followers. A spokesperson explained their motivations behind this decision in this recent Mumbrella article.

There’s little doubt that the statistics are impressive and Pinterest can be an effective online marketing tool but before brands decide to start pinning, it’s important to assess whether Pinterest is a good fit with an overall communications and digital media strategy.

Does Pinterest tie in to your communications objectives? Does Pinterest fit in with your brand personality? Are your key demographics using Pinterest? What sort of content would you share? These are all questions that should be addressed before a presence is established.

Questions have also been raised about Pinterest and copyright. Last month, attorney and photographer Kirsten Kowalski made the decision to delete her Pinterest inspiration boards due to concerns of copyright infringement in pinning other people’s work.

It’s definitely one to watch – things could get very pinteresting!

Hughes PR is a communications and public relations consultancy with proven and extensive experience in publicity and media relations, issues management, crisis management, digital media and social media strategy and implementation, community consultation, event management, media training, publications and strategic problem solving. Find out more.

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