This past week, while I was on vacation with my husband, I was reminded that social media doesn’t have to be complicated.
During our time off we visited Konzelmann Winery, one of my favourite wineries in Niagara-on-the-Lake, Ontario. The winery is situated on the southern shores of Lake Ontario overlooking the lake. Konzelmann recently completed renovations on their property, which included the construction of an elevated viewing platform that overlooks both the vineyards and the lake.
Listening to Customers
While on this viewing platform, visitors, myself included, take pictures of the vineyards, the lake, the view of Toronto… and of themselves (aka Selfies).
During this visit I noticed that the viewing platform included a simple sign that said: “Don’t be selfie-conscious. Share with us. #Konzelmann.”
Konzelmann clearly understands what its visitors are doing on their property: they are taking photos of themselves from the viewing platform. With this observation in mind, Konzelmann created a sign that would prompt to visitors to tag Konzelmann winery using #Konzelmann when uploading selfies to Twitter or Instagram.
Benefit to the Business
Once a visitor uses the hashtag #Konzelman on either Instagram or Twitter, it is simple for the winery to track interaction and engagement.
First, Konzelmann can track the organic number of photo uploads to Instagram, as well as Twitter tweets. This is measurable, and can be recorded and compared with weekly and monthly statistics. More important, however, Konzelmann can easily engage with users who upload photos. This additional level of interaction will further develop Konzelmann’s brand with its customers.
This task has been rated as medium because although creating, printing, and hanging a sign is easy, the difficulty lies in understanding what customers are doing when you may not be watching, as well as the follow through once the photos are uploaded.
Time: 10-15 minutes
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