Issue link: http://read.dmtmag.com/i/111102
At Ridge, we're geeky and we're proud. Our success is proof that everyone is the exception about something." As the virtual tasting event date approaches, Mattson likes to solicit feedback from Jordan's followers through Twitter and Facebook to help gauge interest in topics fans would like the winery to cover. "I'll tell them what we're planning to talk about and ask them what they're interested in," she said. She also suggests qualifying you're the audience months before a virtual tasting by sending out a survey to determine which social media platforms are the most popular. Once a theme, date and Twitter hashtag are in place, wineries can use their website and social media channels to promote the tasting. Bakas also recommends hosting the virtual tastings at a physical location, as he has done with #CabernetDay and as Watkins does at Ridge. "There are challenges to using virtual tastings as a platform," Watkins noted. "Wine is a sensory enterprise, so you've got to keep things moving and fill dead air with impactful content." He suggests having some interesting ideas already in mind, yet also being spontaneous. "There's magic in spontaneity," he said. VIDEOCASTING 101 Making the leap from hosting a virtual Tweetup to streaming live video requires considerably more planning and plenty of bandwidth. Mattson relies on a T1 line so videos won't be jumpy or buffering, and begins with an anecdote-driven segment plan that gives viewers something they can't get out of a tasting note. "It's essential to plan your videocast," she said. "You don't have to write a word-for-word script, but take the time to outline the key points you want to make. Winging it isn't advised." She also creates in advance many of the tweets that are sent out during the live tasting, and builds in links to rich media such as maps, photos, background information and archived videos. Production value is an important reflection of the Jordan brand; Mattson prefers filming outside and makes a point to show the winery to its best advantage. "Your viewers want to be transported to wine country. Don't broadcast from your office desk unless your office is the vineyard or barrel room," she said. According to Mattson, a basic technology budget for producing and videocasting virtual tastings is likely to come in under $1,000, including bandwidth, video camera ($100), tripod ($20), computer microphone ($75) and a monthly subscription to a commercial-free So good you can taste it. 800.367.8383 ■ WesternSquare.com w w w. v w m media.com M a r - A p r 2 0 13 | V I N E YA R D & W I N E RY M A N A G E M E N T 67