Your Winery Photo is Beautiful and Boring…. But, it can be a whole lot more interesting.
I’ve been helping American Winery Guide; as you may know, if you read my blog. Although my job is complete as it was initially set out, I’m still keeping up with their growth, which is quite fascinating, and independently sharing for your learning pleasure.
Jim Finley, one of the two owners, continues to amaze me. Anyone who’s technologically savvy intrigues me… I think that’s why Jose and I get along so well together. He keeps me up on as much as I want and need to know, but he continues to amaze me any time I need someone to dig deeper… Like when I’ve been hacked. This happens more frequently than anyone without a Website can imagine… Getting up to write a blog, and finding out I can’t even get into it (because some low life has been messing around, trying to dump their invasive crap on my site) really aggravates me… It’s all done to just get info from you, to give you a virus and get into your computer to steal your credit card info. #SneakyThieves
So… anyway, that rant out of the way… Jim Finley is also very tech intuitive. The headline above is his… As are his words below. If you’re into social media, heads up. It’s becoming more integrated with programs than ever, and American Winery Guide should be at the top of your list for searching about wineries and wines…
As images have become increasingly important, especially on social networks such as Facebook, Pinterest, and Twitter, marketers have been looking for new methods to leverage their visual content. One of the newer, image-related technologies involves embedding links, audio, maps, and video within images; marketers and content producers are hoping that these data-enhanced images will result in increased interest, engagement, click-throughs, and sales.
To illustrate how wineries might make use of this technology, we used a tool called ThingLink to tag two photos, one of a wine bottle and one of a winery tasting room. ThingLink was chosen because it’s easy to use and it’s free for almost all users (Taggstar appears to provide a very similar service). The first example provides information, in the form of text and links, associated with a particular wine. Typical types of wine-related embedded content include recipes, ratings and awards, vineyard and region information, technical details, a video of the winemaker describing the wine, and purchasing information.
The second example is a winery tasting room. The options for winery or tasting room-related embedded content are almost limitless: historical information, amenities, construction materials, people, products, humorous anecdotes, trivia, location, reviews, hours, videos, etc.
Images with embedded content are particularly effective when shared via social media. With ThingLink, photos shared via Facebook, Twitter, and Tumblr are interactive, but other platforms currently require the user to click a link to return to the original webpage to experience the interactive features.
Excessive tagging of photos on a website may cause hunt-and-click fatigue, but the judicious use of tagging on a winery’s website, and especially on social media platforms such Twitter, Facebook, and Tumblr, has the potential to significantly increase user interest in, and engagement with, a winery’s digital content. Instead of just showing potential customers a beautiful winery or label photo, consider using your eye-catching images as a gateway to additional, interesting information about your winery and its products.
While this may seem like overload to some, it’s going to really tantalize the most tech savvy among us… the early adopters. The rest will ultimately follow, or be the dying breed. In marketing, they’re called laggards, and that’s okay… I’ve got a few with my siblings… I dare to write this, because they’ll never read it, and I love them regardless.