When Social Medias Meet the Decent Champagnes

To my understanding, social media, as the marketing tool, should serve the brand value and image communicating to the world while content and channel take significant roles.

Recently, social media trend has embedded into everywhere of the world including the wine industry especially vintage champagnes brands activity. Today I gonna take two examples of champagnes brand of demonstrating social marketing activity.

The benchmark I use here mainly focus on two aspect: content and engagement. Content, should align with the brand image which is the brand wish to tell people; engagement, or conversation, reflect the customer audience’s feedback towards the brand content delivery, also connect to the share of voice. Personally, except content and engagement, I think a good social brand should also inspire their audience to learn and market to move forward.

The first brand is Dom Perignon, is a brand of vintage Champagne, established in 1668 in France, serves as that house’s prestige champagne. The mission of the brand is to be the best champagne in the world. they regard the mission as the starting point, always demonstrate innovation, nature and unique by age during the production of the wine. Therefore, the general brand image is about prestige, highest level, age and creativity. The also really make innovations and convey the brand message into their social media marketing activity.

The official website design of Dom Perignon is decent and elegant with black surface and folder style loop (See picture below). The general website browser experience is really cool and advanced. From the menu in left upper corner, we can find the content message theme. Menu including vintage product story, brand history as well as creation project they currently have. The three impression of the brand from the website are: prestige brand with high quality vintage champagne still is very passionate and innovative about wine.

(Picture from www.dompreginon.com)

Dom Perignon also have another website called “creatingdompreignon” which I think is the most innovative and social involve social media activity they conducted.

(Picture from www.creatingdompreginon.com)

The four sectors take different communicating role in terms of creating and discovering brand and wine industry. Article sectors contain different learning and sharing articles base on cross-road, creativity, wine philosophy and pulse. People can share, learn and forward them to Twitter, face book or email. I personally value this so much because they not only involve audience to convey message but inspire people to learn to create their own message. There is also a social chronicles sectors which is the collection of people’s Dom Perignon post on social media like Instagram. You can find the post from different countries by different language all share their enjoyable experience with Dom Perignon in all kinds of events. They are all posted with tags. The “creatingdompreignon” with all sectors make the brand alive and approachable to people and potential future customers. People like me maybe cannot afford a bottle of Dom Preignon but the creative website make me feel like to consume when I could. When I browsed to the bottom of the website, there are all social media links provided for you to learn more about the brand. Frankly, digital experience with Dom Preignon is quite good, base on the customer digital interaction as well as the content alignment and accuracy of the value delivery. On the bottom of the website, you can find all social media links including Twitter, Facebook, Instagram, Youtube and Tumblr.

Dom Preignon’s Instagram, where the most conversations happen, has 269k followers with 450 posts. These posts could be divided into 3 catalogs: Wine with good views; wine with people; and wine arts. From the number of like, people prefer views and wine itself more than people who hold it more. These conversations below post also show that followers comment on their feeling to the wine product. In fact, wine products post are more than people&wine posts. All posts are posted with several tags such as #xxxcamparign,#location.#summer,#domperignonP2 to increase the keywords relevance.

(Picture from Dom Preginon Instagram Account)

Dom Preginon’s Youtube page seems like more independent and informative to people. The series of videos are brand history, product and power of creation. It connects with the official website menu when you click “read more”to give detail explanation and trigger deeper involvement.

Tumblr page is more like a champagne-holic fan’s homepage. All stories are posted collected with specific tag like# travel, #makeityours, #livebest to make people discover the brand the culture of wine better. This page is also inspiring for people because the content delivery. I like it most.

(Picture from Dom Preignon Tumblr Account)

Next, the Facebook and twitter for Dom Perignon are more comprehensive. These two tools forward and connect with other platform, taking roles of attract people and decentralize them to different tools with distinctive base on needs and preference.

Generally speaking, Dom Perignon, as a traditional brand, has established a really good social media image connecting with their brand message. Content management align to brand itself well. Comparing with other brands, the share of voice is fairly match to marketers’ delivery which generating from the good public engagement and conversation. Personally, except content and engagement, I think a good social brand should also inspire people. Dom Perignon also does well base on the wine culture enhancement and education to public.

Comparing to Dom Perignon, Domaine de la Romanee-Conti (DRC in short) seems didn’t really perform well on social media management.

The official website of DRC is quite classic and vintage. It only tell the history and foundering story of the brand without attractiveness.There is also no any social media link or contact information in website.

And the followers number of Twitter is only 369. Frankly speaking, the quality of post picture and description are really low and less profession. DRC’s official Facebook page post exactly same content as Twitter with seldom share and comments on it. And I didn’t find the official Instagram account of DRC.

However, there are still many people’s posts with keywords relevant to DRC. They still regard DRC as a high-end champagne brand but without DRC official social voice delivery.

Both of these two brands are industry leaders in champagne business. Their efforts towards social media marketing trends may be the tipping point in next generation’s competition because the consumers get more social which means they also prefer great digital brand experience. I think brands like DRC should pay more attention to manage social media as well a the social shared of voice.