Creating a New Job Category for the Wine Industry
So, Murphy-Goode Winery is going to pay someone $60K over 6 months to be their Social Media Director.
That sounds about right. By my estimation, if you hired someone to work full time in such a position and if they had significant social media, sales, PR and tech experience that kind of salary might be at the high end of the spectrum but not outside it.
Of course the way Murphy-Goode has gone about screening candidates with video's being posted on-line is a pretty darn good idea since it not only brings their brand visibility and attention, but it also draws attention to the whole realm of wine social media activities. (KUDO's Murphy Goode!!)
But of course what else is interesting about this process is the involvement of VinTank, the wine industry "Digital Think Tank" started by Paul Mabray, Eric Hsu, Patrick Angeles, and Joel Vincent. Vintank has offered $100,000 work of consulting services to the individual that Murphy Goode chooses to be their Social Media Guru. This means that Murphy-Goode will get a very good return on the $60K+ they will spend on their new recruit.
But Vintank has gone one step further and identified four candidates for the job they think are best suited for the job, as well as a second set of four candidates they also endorse. For the company that hires the "VinTank+4" candidates the firm will offer $50K in consulting services. For the company that hires any of the second set of VinTank candidates, they will deliver $25K in consulting services.
The point, according to Mabray, is to "catalyze wineries to engage in digital marketing and wine social media."
Back around 1993 to 1995 wineries that I worked with as well as most others had taken note of the Internet. Most weren't too sure what it mean or what its potential was. But some of my PR clients did start to dip their toe into the water by building websites that were essentially brochures. It all represented the First Steps.
Social media involvement by wineries and wine companies will happen faster than they initially moved into the Internet if only because most have become accustomed by now to use Internet technology in one way or another and have become somewhat alerted to the fact they need to keep up with where digital communications are leading their industry and consumers.
The thing about the Murphy-Goode and VinTank promotion of Social Media tools is that the kind of impact I think it will have is to spur other wine companies to give careful consideration to bringing on employees dedicated to these new tools and arenas for communication. In other worlds, Mabray's hope for his efforts at VinTank are likely to pan out…slowly…but pan out nonetheless.