Home' National Liquor News : NLN FEB 2016 Contents 48 | FEBRUARY 2016 NATIONAL LIQUOR NEWS
RESEARCH & INSIGHTS
et’s get straight to it. The 2015 social
media post of the year, in my opinion,
was surely this offer from Sydney
retailer Bellevue Hill Bottle Shop: “Ya
Mumm is cheap”.
In the social media world, puns can be
either brilliant or dreadful, depending on your
sense of humour. In my opinion, BWS’ cricket
themed offer “Howzat for savings” almost
certainly fell on the wrong side of the line.
Aside from the continuing popularity of pun-
based posts, the bigger picture of 2015 in social
media was the rise of video.
Facebook went from zero video views per
day a few years ago, to four billion worldwide
views last year, 75 per cent of which happened
on mobile devices. And Australia’s savviest
bottleshops have taken note of the trend.
The bigger chains have gone into video in a
big way, for example BWS is posting a video
every day for 100 days, as part of its ‘100 Days
of Summer’ theme. The highlight of which was
undoubtedly an animated recipe for sticking a
can of beer up a chook’s rear end – aka ‘beer
butt chicken’, which received 50,000 views.
BWS seems to be putting quite a bit of money
into creating its posts; and judging by the regular
scores for its videos of more than 30,000 views,
it seems certain they’re being ‘boosted’.
Which brings us on to the other big social
media story of 2015, the continuing decline
in Facebook’s ‘organic reach’ (jargon-free
translation, you now have to ‘pay to play’
on Facebook – the proportion of a brand's
Facebook fans who will see their posts
‘organically’, i.e. without advertising dollars
being spent to reach them, has sunk to an
estimated three per cent).
Despite this challenge, Facebook remains
by far the most popular social channel used
by Australia’s bottleshops, with more than
75 per cent of retailers ranked by BrandData
maintaining a presence.
And this makes sense, since Facebook remains
the most popular social network in Australia,
with 14 million active monthly users. But
YouTube is not far behind, with 13.9 million
users, and yet only 29 per cent of liquor retailers
tracked by BrandData have a YouTube presence.
That’s a lag. Which means it’s an opportunity.
Meanwhile, Instagram is growing quickly
and has now reached five million Australian
users, but only 37 per cent of Australian
bottleshops and online booze retailers tracked
by BrandData are engaging this community.
But of course, success isn’t just about turning
up, it’s what you do when you get there. Too
many retailers are suffering low engagement
in their channels, and that’s usually because
they’re posting uninteresting subject matter like
product shots and opening hours.
Even the ‘booze wisdom’ posts such as “Save
water, drink wine” seem to be declining in
popularity, though some still raise a chuckle, such
as “Wine is cheaper than a gym membership”.
SO WHAT WORKS?
First and foremost, bargains, discounts, and
free shipping offers are typically popular posts.
There’s no question that social media is a great
channel for communicating special offers.
Also, competitions are still strong. A Dan
Murphy’s Facebook competition to win a
Winnebago scored 759 likes and 73 shares
within the first eight hours of being posted.
But, if you can’t afford to spend thousands
of dollars on Facebook advertising, or massive
prize giveaways, fear not, because there is a
simple technique that creates more success than
any other on social media, and it’s free. Show
The social media success story of the year is
arguably Vinomofo, which is the number one
booze seller on both Instagram and Twitter,
according to our stats. The company’s social
channels reflect its strong sense of mission,
and display a vibrant and cheeky personality
that seems to be really resonating with
consumers. It cries out from its front page,
“Welcome to the most epic tribe of wine
loving mofos on the planet”.
While many brands (in all categories) go for
a positive but ultimately safe and potentially
dull personality in their posts and comments,
the Melbourne-based outfit affectionately
refers to its customers as “mofos”, and ran a
promotion called “The Grape Escape” which
was accompanied by the tagline “your wildest
dreams ain’t got sh*t on this”.
The company’s Facebook has featured
a video of one of their staff removing a
Champagne cork with a sabre, a shot of their
employees enjoying Christmas in July dressed
as lobsters, and their Instagram feed is called
the mofogram. Some may dismiss this approach
as wacky, but it’s clearly authentic, and it’s
Another retailer with a strong online
personality is Sydney-based alcohol delivery
service Jimmy Brings, with a feed characterised
by vintage black-and-white photography, a pro-
proletariat attitude and dark humour.
You can’t fake personality. But it is
personality that turns a business into a brand
that people want to be a part of. And it is this
that will see your brand begin to develop a
following through social networks.
on social media
GEORGIE SUMMERHAYES FROM BRANDDATA DELIVERS INSIGHTS INTO HOW
LIQUOR RETAILERS CAN GET THE MOST OUT OF SOCIAL MEDIA CHANNELS.
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