Tag Archives: Northwest Wine Academy

Under the (Social Media) Influence

Photo from U.S. Department of Agriculture. Uploaded to Wikimedia Commons under  CC-BY-2.0Social Vignerons just published their list of the 2018 Top 40+ Wine Influencers: Who to Follow on Social Media? that is worth taking a gander at.

The value in gauging “influence” is always going to be imprecise. You can base it on the number of followers that one has on Twitter, Facebook and Instagram but that metric is easily gamed with purchased followers, bots and other “tricks”. Digital influence metrics like Klout scores have their own issues with Social Vignerons noting that they stopped using Klout for their rankings because changes in social media platforms have made the score less relevant.

What are Social Media Influencers?

A common definition of a Social Media Influencer is “an individual who has the power to affect purchase decisions of others because of his/her authority, knowledge, position or relationship with his/her audience.” These include celebrities, recognized experts in a field, journalists, bloggers and “microinfluencers” who are regular people with a sizable social media following within a particular niche.

Marketers value these influencers because they believe that they can deliver on the 3 Pillars of Influences–Reach, Resonance and Relevance–to steer potential customers towards their brands.

Social Media Influences in the Wine Industry

Still got a lot of mileage and worthwhile info out of these books though.

In many ways, the use of social media in wine marketing and sales is Star Trek territory. Wineries and marketing firm are exploring strange new worlds where the old rules often don’t apply.

When I was working on my Wine Marketing & Sales degree at the Northwest Wine Academy and the Wine Business unit of the WSET Diploma Level, many of my wine business textbooks (such as Liz Thach’s Wine Marketing & Sales, Moulton & Lapsley’s Successful Wine Marketing and Brostrom’s The Business of Wine) gave scant to no mention of how to utilize social media–though Thatch, Olsen and Wagner are releasing a 3rd Edition of Wine Marketing and Sales in May 2018 that may tackle the subject.

However, at the core of Marketing 101 is that to be successful you need to reach new customers so even if wineries have to learn how to utilize social media influencers via trial and error, it is still an endeavor worth taking. That is why lists like Social Vigneron’s Top Wine Influencers is worth looking into but it’s also worth thinking about critically as well.

What Influences Me?

As a married millennial adult with no kids and plenty of disposable income, I’m squarely in the cross hairs for many wine businesses. I also understand that I am influence-able and will spend money on new wines, travel to new wine regions, attend wine events, etc based on interactions I have on social media. That is why I’m selective about the sources I follow because in order for a social media influencer to fulfill the 3 Pillars of Influence and “reach” me they need to demonstrate Resonance and Relevance.

Resonance — Are you creating new content that excites me? I’m a wine geek. I want to read about and be exposed to new wines, wineries and regions. Sure, your opinion can be helpful in adding color but everyone has an opinion. I need more than just that.

Some social media influencers don’t create new content but merely “retweet” or “repost” content created by others. That can be useful to some degree, especially if you are bringing to my attention something that I may have missed. But I often end up following and paying more attention to the original content creator than I do to the reposter.

And speaking of reposting, PLEASE don’t repost the exact same thing multiple times a day! Once, maybe twice, is fine after several hour intervals to hit online audiences that are active at different parts of the day but few things get me hitting the ‘Unfollow’ button quicker than seeing the same post tweeted out three times within a single hour.

Relevance — Be credible (i.e. “know your shit”) and be on topic. The first is easy. I’m not going to follow an account that passes off blatant errors and marketing crap as fact–like Champagne Masters and Their Bull Shit. The article that inspired that post came across my timeline via Food & Wine magazine and while I will give them a mulligan, I have no interest whatsoever in following any of the author’s social media platforms. But if Food & Wine keeps publishing shoddy pieces like that then they will no long reach me as a willing audience.

The second part of staying on topic is a little more gray. While I know we are all humans who lead multi-faceted lives, if you are going to be a Wine Social Media Influencer, be a Wine Social Media Influencer. A few comments here or there about trending topics is par for the course but too many off-topic posts about politics, TV shows or posts about your pets gets boring really quickly. The beauty of platforms like Facebook, Instagram and Twitter is that we can create multiple accounts to engage our varied interests. The short of it is this–I’m following you for your wine content which is the area you are most able to influence me so focus on that area instead of off-topic stuff.

My Social Media Wine Influencers

Looking at Social Vigneron’s list, I saw many wine influencers that I already followed but more than half were individuals that I never heard of. I started following several of them but if I find that I’m not getting any Resonance or Relevance, I will unfollow them and move on.

Among the ones on the list that I currently follow and have certainly influenced me include:

I am one of 267,000 that belong to the J-Hive.


Jancis Robinson — The Beyoncé of Wine, IMO.
Decanter Magazine
Tim Atkin
Jamie Goode — One of my favorite tools
Chris Kissack
Wine Folly
Wine Spectator
Wine Enthusiast
Vinepair
Alder Yarrow
Jon Thorsen

The common theme with all of the above (besides that they clearly “know their shit”) is that they are content creators who regularly produce interesting content that I want to consume. Other content creators not included on Social Vigneron’s list that I follow include:

The Academic Wino
Mike Veseth – The Wine Economist
W. Blake Gray
Terrorist
Jeff Leve — The Wine Cellar Insider
PalateXposure
Wine Business Monthly

Perhaps these lists will be updated to include some of the new names I discovered from Social Vigneron’s Top 40+. Just like with trying a new wine, I’m open minded and hoping to be pleased. But if I’m not finding what I get very compelling, I have no qualms spitting it out.

Practice makes Super Human

The CBS station in Las Vegas posted a report about scientists studying Vegas somms as part of Alzheimer’s research. They interviewed the wine director of Mandalay Bay, Harley Carbery, and threw this effusive praise his way:

Harley Carbery has developed an almost super human sense of smell over the years.

Let's be honest though, the flying Wine Angels are the real Super Humans

Let’s be honest though, the flying Wine Angels are the real Super Humans

Now I have no doubt that Carbery is a sommelier with an excellent palate and sense of smell. My wife and I have stayed at Mandalay Bay a couple times and we’ve loved the wine and spirits selections at their casino bars and restaurants. Aureole, in particular, is a must visit for any food and wine lover. But Carbery is not “almost super human”. He’s a professional who has put in the time and effort to be very good at his job.

He’s like the nurse who has spent hours practicing on dummies (and willing friends & family members–sometimes one and the same) at finding the vein to draw blood or set up an IV painlessly. The chef who has cracked many, many eggs in their career and can flip an omelet with pitch perfect perfection every time. The software engineer who can look at lines and lines of code and spot almost in an instance where the bug is. The concert pianist who has devoted thousands of hours of practice time towards letting the beauty of Chopin glide seemingly effortlessly from their fingers. Harley Carbery is like Yadier Molina, who has practically perfected the art of managing pitchers and catching by never settling and always striving to get better.

Not sure how much practice Yadi's tattoo artist had before doing that neck tat

Not sure how much practice Yadi’s tattoo artist had before doing that neck tat

Yes, there is certainly an element of natural-born talent but even the greatest athletes and musicians in the world will tell you that is only a small fraction of what made them great. But let’s also be frank here, smelling and analyzing wine is not playing Chopin nor is it trying to do a full back twisting salto on the balance beam. (You go Simone!) It’s a skill, yes, but it’s a skill that is built up more through practice than through the fortunate blessings of innate talent. Also, if we want to get into the nitty gritty, most women have a leg up on some one like Harley Carbery through genetics that tend to favor women’s sense of smell over men.

The point of this is not to bring some one like Harley Carbery down to human level, but rather to point you towards the path that you could take to be “almost super human” yourself. The quote near the bottom of the article from Dr. Sarah Banks of Cleveland Clinic Center for Brain Health, sums up this path really well.

“… sort of stopping to smell the roses a little bit, to enjoy life to think about your sensory experiences,”

No, not that Brett.

No, not that Brett.

Don’t just smell the roses. Smell everything. Smell the spices in your spice cabinet. Smell the different plants in your neighborhood as you take a walk. Smell the linens at Bed, Bath & Beyond–ideally when the employees aren’t looking. Don’t make it weird. Smell the room when you first walk in. Even the bathroom. (Hola Brett!) Just smell and spend a few brief seconds thinking about what you are smelling. (Emphasis on brief sometimes more than others)

But don’t over think it. Trying to “correctly” identify what you’re smelling is not necessarily the point and when we take this exercise over to the world of wine, this becomes the biggest pratfall for a lot of people. Yes, there may be a tasting note or other people around you waxing poetically about anise, nutmeg, cassis, thyme and Nicaragua Maduro wrapped tobacco and you’re not getting any of that. That’s FINE! Just focus on you and what you are getting. If all you’re getting in the wine is Red Vines black licorice, blackberries and Swisher Sweets, then your redneck description of 2005 Lynch Bages is just as on target as the wino next to you.

And by your redneck description of 2005 Chateau Lynch Bages, I mean my redneck description of 2005 Chateau Lynch Bages. I'm projecting here.

And by your redneck description of 2005 Chateau Lynch Bages, I mean my redneck description of 2005 Chateau Lynch Bages. I’m projecting here.

One of the best exercises that I ever did in my wine training was during a Sensory Evaluation class at the Northwest Wine Academy taught by the simply fabulous Regina Daigneault. Using an aroma infusion method that she learned from the equally fabulous Dr. Ann Noble of UC-Davis, inventor of the Wine Aroma Wheel–which is 7 shades of awesome BTW, Reg put in front of us several glasses of a neutral white wine that had one dominant aroma infused in it. She told the class, right off the bat, don’t try to immediately identify it. Just think about it because our entire perception of aromas are tied to particular memories of when we encountered that smell. If you can tap into that memory, you’ll be able to more easily recognize that smell.

However, sometimes our memories are like witnesses on Law & Order–we often add our unique spin to them. But since we are just drinking wine and not trying to solve a murder with Fred Thompson breathing down our backs, that’s perfectly fine. For instance, during that exercise one of the glasses of wine made me think of pot and hippies. It had this mix of herbal, medicinal and floral notes that made me think of incense and hemp products. Turns out that the aroma in that particular glass was cardamon. For whatever reason, that connection in my brain interprets the aroma of cardamon in wine with my memories of “pot and hippies” (Hey, I live in Seattle!). Now, I’ve got that aroma note down solid and can easily pick it out of wine. If I’m swirling a glass and it makes me think I’m in Eugene, Oregon or at a Rasta shop then boom I know I’ve got cardamon.

Some people hear Morgan Freeman's voice as the voice of God. I often hear this man's voice when I'm smelling wine

Some people hear Morgan Freeman’s voice as the voice of God. I often hear this man’s voice when I’m smelling wine “Look Amber! It’s cardamon!”
And now you will too.

Truly the more off the wall the memory and connection you make, the better it is for you to retain it. So spaz out and smell the world. You don’t have to aspire to reach the level of someone like Harley Carbery who is at one of the pinnacles of his profession. But there is still benefit for all of us in practicing towards becoming an “almost Super Human” smeller. Not only will you get a lot more out of your wine drinking, as recent studies have shown your vino homework may also help ward off diseases like Alzheimer’s.

Happy smelling!