Monday, February 27, 2012

YouTube's Impact on Jordan Vineyard & Winery From a Business Standpoint

My final installment of how Jordan Vineyard & Winery uses YouTube highlights its impact from a business standpoint.

Jordan Vineyard & Winery
How YouTube has impacted Jordan Vineyard & Winery

Reflecting on the impact YouTube has had on Jordan Vineyard & Winery, from a business standpoint, Lisa says, “It’s truly brought a face to the winery. Many faces, in fact. That’s so important to consumers nowadays. They really want to know the people behind the wines—and how the wines are grown, the events created, the recipes developed, etc. The videos have demonstrated our ability to be an established elegant winery of the 1970s and a modern, approachable brand.”

The foundation of any social media presence is the connections you make with customers, both current and prospective.  Through social media platforms, such as YouTube, businesses can preserve customer loyalty by nurturing relationships already established; while at the same time cultivate new ones.  YouTube has the distinct advantage of doing this through an interactive, visual medium.  In today’s fast-paced virtual world, watching a two to five-minute video is much more appealing, than reading a blog post or whitepaper.

YouTube has proven to be a major factor in maintaining customer loyalty, as well as cultivating new relationships, for Jordan Vineyard & Winery.  In fact, Lisa states, “It does both. We have existing customers who love watching the videos and being transported back to the winery. We also see comments on YouTube, our blog, email, twitter, etc., where people say they found our videos through search or a podcast, then watched one of our videos and went out and purchased the wine.”  With more than 1.2 million views across their video library, Jordan Vineyard & Winery is clearly reaching an expansive audience.

Take one well-produced video, appealing to a variety of viewers and you have far-reaching implications.  Through their compilation of more than 300 YouTube videos to date, Lisa and her team draw in viewers not likely to be familiar with Jordan Vineyard & Winery but very likely to remember their vineyard the next time they are in the market for wine.

If you don't think their videos will help you remember their name, here's one that's sure to leave a "positive note" on your palate:

To continue our journey through social media and the wine industry, I will be sharing my findings of how vineyards and wineries are using Twitter.

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