Comments on: Kirrihill Wines: Calculating Social Media Marketing ROI

By: Katrina McKay

Katrina McKay — Mon, 09 Feb 2009 08:20:47 +0000

Hi Matt - great example of influencer marketing at work; thanks for posting. I’ve summarized and commented on your article in my own blog - http://tiny.cc/97M4Q

In response to commenter Julian Cole, I think that this post is brilliant at causing buzz about Kirrihill. Aren’t we all sick of simple product reviews? I’m more likely to try Kirrihill now out of pure curiosity (and here I echo your other commenter Kathy Doering) than if I had read someone’s post about the various flavours and hints and such present in the wine. I think that your blog reaches a different audience and gives the winery some great exposure to folks that might not have been checking out wine blogs, but are nevertheless potential wine buyers.

By: STEVE HEIMOFF » Blog Archive » Telling it like it is

STEVE HEIMOFF » Blog Archive » Telling it like it is — Fri, 17 Oct 2008 07:23:03 +0000

[...] out all the various factors involved, including transparency. So this morning, when I came across this post on an Australian blog called Zakazukha Zoo, it just about blew my mind. Talk about transparency! [...]

By: David Gillespie

David Gillespie — Thu, 16 Oct 2008 22:36:12 +0000

Currently nursing a sore head from a wine event last night here in Melbourne. Matt, in another post you say social media marketing isn’t a digital thing, it’s a product thing, which is a great statement to make, very true. Ultimately the product has to stack up, and while I didn’t part with a dime last night (thanks to the good people at Cathay Pacific), I also have nothing good to say about most of the wine I had.

Except that there was enough to have a little bit too much =]

By: Kathy Doering

Kathy Doering — Thu, 16 Oct 2008 15:08:46 +0000

Hey Matt,

This is the most interesting article I have read about Social Media Marketing in a long time! I love the idea of this. Thank you for blogging about this. As President and CEO of a market research firm in Chicago, I think this is a great way to get people talking online about your products. This is becoming so popular in fact, that we have developed a new program for our customers called SafetyNet. We monitor the online buzz for our clients and they get an outsourced “community manager” for $49.95 per month. It is a win/win for all involved.

Additionally we do mystery shopping for companies of all kind. I will tell you that many shoppers who shop for us will actually purchase a product from the store they are “mystery shopping” just because they are being exposed to it at that moment. Many shoppers tell us they became a fan of a particular store or product just because of their mystery shop assignment from us. It is an added perk for our customers!
Which brings me to your point. Your blog doesn’t talk about how good the wine is- but it makes me curious enough about it to purchase a bottle next time I am in the wine aisle to try it. Any company that is this innovative in their marketing approach makes me curious enough to try it out! Just my personal opinion.

Kathy Doering, Ann Michaels & Associates, Ltd.

By: Matt Granfield

Matt Granfield — Thu, 16 Oct 2008 11:39:09 +0000

Jules, this post has nothing to do with wine! It’s about figuring out ROI on a social media marketing campaign - that’s why I calculated my wine industry authority score as 1/10. If Julie Delaforce from Network PR thought I was only going to blog about Kirrihill in a SMM context she would have sent me a marketing plan, not nine litres of vino! I reckon Julie knew she’d get a bit of SMM buzz out of me, but she was far more interested in what would happen when I shared the wine with my friends, which is exactly what I’ve done. I’ll write more about the wine once I’ve sampled a few more drops, but I can say, to you, right now, that as I write, the glass of 2008 Semillon Sauv Blanc sitting next to my laptop is going down a treat

By: Julian Cole

Julian Cole — Thu, 16 Oct 2008 11:18:14 +0000

Great analysis Matt, it is great to see that you have through through the numbers on this one too. I wish that the case was that they had access to that data but I think it is more of a guesstimation of your reach and influence.

Network PR however have been in this game for awhile and seem to be quite good at blogger outreach. I have a high regard for Jenni Beattie who used to work there.

This brings me to an interesting point, full disclosure is one thing but what has this post told me about the wine?

That they are engaging in a social media strategy! Is that knowledge meant to make me buy a wine? I do hold the wine in a high regard for engaging in social media BUT if I actually cared about wine, I dont know if this would influence me.

Thoughts?

The only question I ask is, am I meant to be influenced by what you have just written?