“Start Spring off on the right foot.” –Barefoot Wine & Bubbly
We all love a good pun – especially when it’s toe-tally relevant. Anyone?
Ok so maybe we’ll leave the foot jokes to Barefoot Wine & Bubbly. The brand has established a unique, light-hearted voice online – centered on the founding promise to create a “wine that doesn’t take itself too seriously.”
For a small company that began back in 1965, Barefoot Wine & Bubbly has adapted well to technological growth over the years. They utilize the digital sphere for promotion and connection, as well as incorporate their passion for giving back. Now they are leading the wine industry into the social realm.
Social media is the perfect outlet for this soleful wine brand. In fact, Barefoot received the most social media mentions last year in a Vintank study amongst seven other big wine brands such as Beringer and Clos du Bois.
Their increasing digital success is due to various factors – including the fact that they chose a few social channels to focus on as opposed to stretching it too thin with a profile on every possible network. Although they also have an active Twitter account, we chose to closely examine their Facebook page in this study, highlighting what they are doing right along with takeaways for other brands looking to improve their social media marketing.
Four social media marketing best practices, as modeled by Barefoot’s Facebook success:
Establish a brand voice. Understanding your company and mapping out goals will aid in distinguishing your brand from others in the industry. This may be as simple as defining more of a “brand personality,” or as in-depth as reconfiguring your reputation and strategy. Either way, it’s definitely a necessity to present a strong presence in social media.
Barefoot Wine has been consistent with their intentions from the start – making wine more fun. Their voice throughout their website, blog and Twitter conveys that buoyancy – but none more so than Facebook. The Barefoot Facebook page is easy to navigate, with “Our Wines” and “Where to Buy” tabs up top, and focuses on keeping the copy and custom photos full of fun. The post below demonstrates their humor and demonstrates why they stand out from traditional brands.
Identify Influencers. A Forrester Research study reports that 13% of U.S. Internet users create 80% of the content that influences people online. Discovering those with influence in the digital sphere can help spread brand awareness and reach more consumers.
Identifying these influencers is especially important in blogging. Barefoot found a compatible niche with cooking, and capitalized on the thriving food blog world by having well-known bloggers create recipes with their wine. They then promoted these on Facebook, further increasing visibility and offering valuable content to fans.
Cultivate creativity. Constant product promotion on social networks will eventually disengage consumers. It’s important to mix up content, including a plethora of images – 44% of users are more apt to engage with brands on Facebook if they post pictures.
Barefoot posts a variety of creative content, keeping in tune with a top social media best practice: be timely. They incorporate relevant “holidays” such as National Moscato Day, as well as insert themselves into others like Mother’s Day. Brand contests are also a great way to grow your fan base and increase awareness. Barefoot’s “Bubbly Cocktail Contest” is a perfect example. The Facebook app contest encouraged users to create up to five cocktail combinations using their wine for a chance to win $10,000.
Engage & Interact. Social networks are unique in that they present the opportunity for brands and consumers to connect one-on-one. Although all of the networks encourage engagement in different ways, Twitter and Facebook are especially effective customer service tools. Interacting with consumers increases credibility, therefore improving brand sentiment and visibility.
Barefoot Wine & Bubbly utilizes Facebook to both increase engagement and interact with consumers. They are responsive and often post questions – even turning to fans for wine-spiration: “If you were our winemaker, would you make our new wine sweet or dry?” The post below demonstrates their consumer interest:
After a brand analysis of Barefoot Wine & Bubbly, we discovered that they have growth opportunities in the following areas: SEO and image-based social media channels such as Pinterest and Instagram. Of course, we applaud their Facebook and Twitter marketing, as well as their blogging efforts.
If correctly optimized, social media marketing can increase brand visibility, traffic and sales. Looking to begin improving today? Contact ZOG Digital for a social media optimization (SMO) audit.
Share your feedback below – and let us know what other brands are doing social media marketing well!