Transparency doesn't mean showing it all on Social Media

As originally posted on Women 2.0.

Family vacation photos. Funny cat videos. Favorite recipes. We are all familiar with these visuals on our personal social media accounts. But when it comes to our business social media, what qualifies as transparency and what classifies as over sharing? How do you create an effective social media strategy that doesn’t compromise professionalism or brand identity?

When working with our clients, I get asked this all the time. Many businesses want to have more dynamic social media content but get nervous about sharing anything too personal.

Social media from a business perspective is to provide entertainment, information and actionable content, which the audience finds valuable. Personal updates from a business, help to, “put a face to the brand” and humanize who they are, to better relate to their followers.

To help shed some light on how to share personal company insights, I put together a list of both do’s and don'ts of what to share on social media:


  • Profile different employees, their background and role within the company
  • Share birthday celebrations
  • Share work anniversaries
  • Show behind the scenes shots of planning meetings or event preparations
  • Share accomplishments, milestones and rewards
  • Made a mistake on that last email or post? Own it
  • Share that amazing box of gourmet doughnuts
  • Provide value


  • Leverage any national tragedy
  • Use images or content that aren’t original, create your own
  • Show images of holiday parties - especially towards the end of the night
  • Show clothing with other company logos without permission i.e. Sports teams, Nike, etc.
  • Refrain from sharing any images including alcohol - unless it is a networking event with people discreetly holding a glass of wine.
  • Share employee vacation photos
  • Share any confidential client or company information
  • Get political unless that is your industry

When it comes to planning these more “personal” and “inside looks” into your business be sure all content published is in line with your mission. Try answering a few questions to make sure it is appropriate; Does this display the value of following our company? Are we in line with our core values? If our client or customer was sitting next to us, would we share the photo?

If there is ever a question on whether or not to post, don’t. Look for examples from competitors and other industry leaders to see what their followers appreciate and responding positively. Remember to keep it professional but have fun with it.

Charlotte Chipperfield
Founder & CEO, Chipperfield Media LLC.

Don't Hide from Social Media Analytics

Any business who uses social media as a marketing tool knows that a significant amount of time is spent planning and crafting messages. One way in which we see companies fall short, is not measuring the results of their efforts. But before we can look at which results to measure, it starts with having clearly defined goals.

When crafting social media posts there should be a strategy in place identifying key targets or goals. For example, a company who sells shoes may not only be interested in engagement but click-throughs to their website which translate to sales.

Once goals are defined and content has gone live, measuring becomes critical. Yes, we know, numbers. But don't be afraid. A simple monthly check-up can actually make your social media planning easier. 

How social media is measured will vary from company to company depending on industry and social media goals. Here are a few metrics we review for both ourselves and our clients:

Measure Engagement:

  • Impressions
  • Reach
  • Likes
  • Shares
  • Comments
  • Engagement Rate

Measure Website Traffic:

  • How many visitors came from each social media platform?
  • Which social media networks are driving the most traffic?
  • How long were this social media visitors on your website?
  • Did they make a purchase?

Measure Audience:

  • Who is your audience - age, location, interests, etc.
  • When is your audience most active online?

Putting metrics to your social media efforts will establish trends which identify who your audience is, when they are online, and which content most resonates with them. Likewise, by measuring results, underperforming content can be identified. Keep doing what is working and stop doing what isn't producing ideal results.

Don't hide from analytics, make them your marketing best friend. Carve out the time to review your social media efforts regularly. This will make future content planning easier, and regardless of your goals, remember that social media is a relationship tool between you and your customers. 

Have questions about measuring social media? Email us at

The Team at Chipperfield Media LLC.

Facebook's New Reactions are the Best Thing to Happen to Social Media Marketers

You may have noticed our Facebook feeds got a lot more emotional. We are no longer contained to just "liking" posts. With the launch of Facebook's new reactions, we can truly experience how we feel about posts. This is great news for those posts that never feel right to "like," such as, your friend's cat dying or sympathy anger for a friend's experience of poor customer service.

What does this have to do with marketing you ask? These new emotions are also available on business pages. Your followers now have the opportunity to tell you what they really think about your posts. If they don't like it, they can quickly click and tell you so. Likewise, if they love it, they can also click to tell you that. Therein lies the power. 

As social media marketers, we strategize and collect data to make sure we are reaching the right audiences with the right content at the right time. 

With these new reactions, content can now receive "loves" or "wows" above the standard "like." The content you create should aim to achieve these reactions. Share a blog post which gained a significant number of "wows," then better get to writing similar posts of value. On the flip side, did your post make people sad? Did it make them angry (we hope not), but if it did, maybe that content isn't right for your audience.

This might not seem very technical but social media is about connecting with your audience and building a brand community. As social media marketers, we now have a more precise way of measuring exactly how someone feels about the content we produce and share.

These new emotions are easily measured in the Facebook Insights right beside the likes. However, don't discredit the amount of "likes" as those will always be a strong metric as it is the easiest way for a fan to acknowledge a post.

We're interested to see if other platforms follow suit with increased ways to engage above a "like." What do you think about the new reactions? Like 'em? Love 'em? Hate 'em? Email us and let us know: 

The Team at Chipperfield Media LLC.

Don’t Just Focus on Likes - Listen.

Social Listening

A great content calendar and regular posting is one way of mastering a successful social media presence, but when it comes to excelling at it, companies have to actively listen.

We’ve said it before and we’re saying it again, social media is a two-way street. Pushing out great content is only 50% of the journey.

Actively listening or participating in “social listening” can help drive your content strategies.

Social listening is defined in many ways but we like to think of it in three parts. Social listening means paying attention to what customers are saying about your business, what people are saying about your competitors and what problems are your customers having? Let’s break it down:

  1. What customers are saying about your business: Be active and find where your customers talk about your brand online. Is it on social media platforms, blogs or forums? Maybe it’s all of the above. What keywords are they using when describing your product/service? Subscribe to these lists and accounts and become an active member or monitor the chatter until the time is right to become active.

  2. Pay attention to what people are saying about your competitors: It doesn’t matter if you hold 90% market share, monitor what your competitors are executing well or poorly. Learn from their wins and mistakes.

  3. Monitor your customer's problems: Look at how your brand is providing a solution to your customer’s problems. Check terms that customers might use when researching your product - join the conversation. Be active in generating leads. Likewise, track influencers and reward those who are sharing your content.

Social listening is beyond just monitoring your brand. It is active participating and collecting data to enhance your business. Data without action has little to no value.

Lastly, show appreciation for positive comments and reach out to the negative ones. Use social listening as another form customer service.

Still have questions about social listening? Email us at

The Team at Chipperfield Media LLC.


The Significance and Power Behind Hashtags

“How the heck do I use hashtags and which ones do I use?” This is a question we get all the time. Let’s answer this question by first taking a look at the purpose of a hashtag.

A hashtag (#) serves as a topic of conversation or as a way to align a post with similar content. It allows for reaching a larger audience who are already talking about this specific topic. They essentially serve as a keyword similar to a search term you might use in Google.

Each social media platform has its own hashtag culture, if you will. Instagram and Twitter are the leading social media platforms which utilize hashtags. These platforms are great for using multiple hashtags - The more the better.  

Facebook has hashtag functionality but it's not advised to use more than one per post. Users on Facebook are less likely to use them and a post containing too many hashtags actually has its message devalued and scrolled right past.

Pinterest allows the use of Hashtags in a post’s description but you can’t use them in your profile name like you might on Twitter.

When it comes to deciding which hashtag to use, keep it short by selecting one to two words that do one or more of the following:

  1. Convey the emotion or sentiment behind the post
  2. Drive action from reading the post

  3. Is specific

Creating your own hashtag is great but if no one else is using it, it will take time to build a following and create a culture where followers also use it the hashtag. Be creative but not too creative. Instead, leverage an existing hashtag that is in line with company branding and messaging.

Before selecting a hashtag which hasn't been used in previous posts, check the use of the hashtag. Search within the social platform for different hashtags that might be applicable to ensure it is being used the way you think. Some hashtags go viral quickly and people start using them right away without checking their reference or significance. Don’t be caught apologizing for being insensitive later.

Lastly, try to use hashtags throughout the post message and don’t just stack a long list of hashtags at the end of the post.

We hope this helps answer your hashtags questions to better get your content better discovered by using this powerful tool

Still have questions about hashtags? Email us at

The Team at Chipperfield Media LLC.

5 Tips for Online Branding

I recently had the opportunity to speak to a group of business owners and entrepreneurs on branding. A problem I often hear from both business executives and clients is that they have good intentions of streamlining their online presence but the task often falls to the bottom of the to-do list. My recent speaking engagement helped to address the solution to this problem, outlining 5 ways to get started. I wanted to share with you here too. 

Here are my 5 Tips for Online Branding:

  1. Cohesive Branding: Take an audit of everywhere your business is listed online. Do your profile pictures, logos, business descriptions, and contact information all match? Are you clearly communicating who you are, what you do and how people can get in touch with you? It might sound simple but confused customers walk away. Make sure all your online listings and profiles tell the same story. 
  2. Create a Brand Book: Create a document that houses all your fonts, colors, logo, company descriptions and language used by the company in one place. Again, this might seem obvious but over time we forget which font was used in our logo. Secondly, as your company grows and employees come on board or consultants work with your team, having all this information in one place will prove helpful and save time. 
  3. Plan Ahead: The more planning you do, the easier it will be to remain organized and to establish a routine. We work with clients to develop content calendars for blog posts, email marketing messages and social media posts. We are often working 1-3 months in the future. If you are in need of a content calendar, we offer a free download on our website.
  4. Be Consistent: Commit to the dates listed on your content calendar and consistently post and engage with your audience. Even though social media tends to move at the speed of light, relationship building online is much like relationship building in real life - It takes time to establish trust before customers will take action. Keep showing up and providing value through your content and you will see a ROI on your time. 
  5. Be Engaging: Connect with your audience beyond pushing out content. Be active within your online community by liking, commenting and sharing other's posts. Also, be responsive when a potential customer or client reaches out with questions or feedback through social media. It is another form of customer service and you don't want to leave anyone hanging. 

I hope you found these tips helpful and I invite you to connect with us on social media via Facebook, Twitter and Instagram. If you would like to explore this topic more, email us anytime at

Thank you,
Charlotte Chipperfield, Founder & CEO

The Wine Key is now Chipperfield Media

It's a brand new year, and while many resolutions might get broken this year, we decided it is the perfect time to make a change. Over the last year we have been growing and expanding our social media, email marketing and content development services beyond just the wine industry. We’ve also had the great pleasure of working with tech companies, design firms and luxury lifestyle brands. As we move into 2016, we decided it was time to change our company name to better reflect who we are and who we serve. As of January 11th, 2016, The Wine Key LLC is now Chipperfield Media LLC.

Our mission still remains the same, which is to assist lifestyle brands with their online reach to attract more customers through results-driven marketing initiatives.

We’re very much looking forward to all 2016 will bring. If your company or anyone you know, is interested in our consulting services, we would love an introduction. Please email us at

Thank you for all your support,

The Team at Chipperfield Media LLC.

Digital Marketing Trends for 2016

2016 Marketing Trends

We all know there is no predicting the future, especially when it comes to marketing. Even with all the planning in the world, unexpected results still occur. With 2016 very much upon us, we are seeing a few trends in Digital Marketing which are worth paying attention to:

1. Content Marketing

Content marketing has been a powerful way to tell a brand's story online for some time now. The power of emotionally connecting with customers isn't going anywhere, however the presentation is changing slightly. The written word in forms of website copy, blog posts and other digital content pieces, are moving towards being shorter and sweeter. Less words with greater impact. People are moving faster than ever before and to stand out amongst the plethora of other information online requires more impactful content requiring less time to consume.

Content presented in video form is on the rise, especially with Facebook's new Live Streaming capabilities rolling out now. Additionally, Twitter's Periscope app has been growing and we're seeing a lot of business using it for product demos, Q&A's with customers and to build community. 

2. Mobile Marketing

Most of us are becoming more and more tethered to our smart phones to the point that the number one place where information is consumed is in the bathroom. No matter if you agree with this or not, mobile marketing is becoming more and more important. Companies need to make sure their brand experiences can travel with their consumers. This starts with having a mobile optimized website. There are no more excuses, if you don't have one, you can bet a lot of your mobile traffic falls off because people are looking for information or to purchase right away and are tried of expanding and contracting screens. Many customers are looking for product information or store information on their mobile phones prior to an in-store purchase. Make this experience worth their while. 

3. Data and Conversion Rates

The great thing about Digital Marketing is that it is all trackable. There is data behind everything you do. It can also be the piece of the puzzle we neglect because there just isn't enough time. Looking at the data, specifically what is driving conversion rates will save you time in the long run. Be specific about what is driving the results and what isn't. Leave behind what isn't performing as well and keep doing, and improving, what is performing the best. Use your data to your advantage. 

4. Social Media

Social media is a tool most of us are using in one form or another. When it comes to driving messaging and meeting company goals, social media is a way to support all 3 items mentioned above. Again, we're seeing the increased use of video on many platforms as well as powerful imagery helping to capture the most conversions. 

We're looking forward to 2016 and all the marketing advances that may happen within digital. Are there any other trends you are seeing for 2016?

Charlotte Chipperfield, Founder & CEO


4 Tips for Business Leaders Building a Personal Brand

Many business leaders are successful for a variety of reasons. One is the ability to remain goal oriented and to be laser focused when it comes to reaching these goals to grow the company. There are many tools and procedures for developing and managing a company's brand but where many business leaders fall short is creating and building their own personal brand. 

Since the adaptation of social media, our personal brands and how we act online is important to pay attention to for job hunting, building community, and personal growth. Here are four tips for building a personal brand online: 

1. Be Authentic:

Be true to who you are, what you enjoy and what you believe. Share what is most important to you. If you are a foodie, share photos of your meals and favorite coffee shop. If you are a marathon runner, share the training process. Share what you love to do outside of work. 

2. Be appropriate: 

Be sure to remain appropriate when using social media or well, any function online. It's a public domain and your activity will be seen. If you wouldn't say it out loud to a room of people, keep it to yourself. Don't share anything you wouldn't in person and keep your posts appropriate. Don't over share or provide too much information.

3. Be a Thought Leader:

In addition to personal interests, share content that helps build your credibility as a business leader. Likewise, create content such as a blog or personal website that speaks to your knowledge and supports your brand as a thought leader. 

4. Build Community: 

Social media is a relationship builder and a great opportunity to connect with other like minded individuals who share in common beliefs, activities and values. Build a community based on sharing and learning. Many personal and work relationships now start online. That next opportunity could come along because of the community built online.  

How have you built your personal brand?

Charlotte Chipperfield, Founder & CEO

5 Tips for Powerful Holiday Email Marketing

Powerful  Holiday Email Marketing

November is well underway which means the holiday season is fast upon us. If you use email marketing and more importantly, sell products, this is a very important time of year for your business. Many businesses depend on holiday sales to boost the bottom line. In 2014 online sales totaled over $300 billion dollars with this year projected to supersede this number.

With the announcement of many large retailers closing their doors for Black Friday, shoppers will be increasingly turning to the internet for deals and offers. In order to get a piece of the pie, you have to dial in your email marketing messaging and be sure to include clear call-to-actions. Here are our 5 tips for driving conversion through your holiday email campaigns:

  1. Incorporate Video: Produce a short video to embed into your email. It doesn’t have to be anything too fancy and could even be a recorded replay from Periscope. The video could be a product demonstration or display your products in action throughout the holiday season.
  2. Keep it short and sweet: Plan to send multiple emails as it pertains to your holiday offerings. Breakup your offers and updates into bite-size campaigns as this time of year tends to be busy for everyone and the longer, more robust emails, may not be read completely.

  3. Have a clear CTA: A clear call-to-action (CTA), is critical to making sure your readers know what to do next. Make sure to incorporate a “Buy Now” button which leads directly to the sales page and not your home page. Make it easy for someone to complete a purchase.

  4. Have a Sense of Urgency: Feature offers and limited time availability so readers are encouraged to take action right away vs. saving your email for later reading and potentially not returning to. Try incorporating copy such as: “This Deal Ends at midnight on Saturday.”

  5. Express Thanks: Even though we want everyone to purchase from us right now, it is just as important to express your gratitude for those who do. Be authentic and tell your customers how much they mean to you.

Do you have any additional holiday email marketing tips? We love to hear more about why it was successful, share in the comments below.

Charlotte Chipperfield, Founder & CEO

It's Our Birthday!

Today, The Wine Key LLC. officially celebrates 1 year of being an incorporated business! We are so very grateful to each and every person who has been on this journey with us. From clients, to colleagues, to supporters, and of course, to family and friends. Each one of you has been a part of this amazing journey and we appreciate each and everyone of you. Thank you.

This one year milestone is a proud one. Statistically, most businesses fail within the first year of operation and we're happy to say we are thriving. That's not to say we haven't been without our challenges, but we wouldn't change a thing. Each challenge, and each decision, has lead us to where we are today and we could not be more grateful. 

To celebrate our one year anniversary, we wanted to give you a gift. As of today, we are please to announce the official launch of our online store! The store provides additional marketing resources for getting started or revamping your social media, branding or email marketing. We invite you to take a look and to share with your colleagues and friends.

Thank you again for all your support and business. We look forward to many more fabulous years ahead! 

With much gratitude, 
Charlotte Chipperfield, Founder & CEO



3 Brands Excelling at Social Media

Coming up with innovative and impactful social media strategies month after month can prove to be a creative challenge. When dealing with a creative block, looking to others as an example, can help get the juices flowing again.

Here are three brands we follow who understand the power of a great social media plan:

Jordan Winery

This is a winery who understood the value of social media early on and has been excelling at it ever since. In the competitive wine industry you have to stand out and Jordan has proved they have a clear understanding of their brand voice both inside and out. They use powerful imagery to promote an elegant wine lifestyle while being informative on the latest vineyard and harvest updates.

Jordan Winery is also great at leverage “national days” such as National Coffee Day, National Bathtub Day, etc. They are also a leader in embracing video, having spoofed Star Wars for their “Cab Wars.” They serve the perfect balance of consistently posting both original content and participating in trends.

Twitter: @jordanwinery
Instagram: @jordanwinery

Virgin America

Virgin America is our airline of choice because they get their customers. Virgin America understands that the customer experience isn’t limited to just a flight. They have built an online community which not only features flight deals but demonstrates their involvement with communities around the country.

Their posts are a great balance of contests, flight deals, new partnerships with Netflix and Uber, for example, and they focus on “inside looks” into what it's like to work for them. They often show their staff celebrating at baseball games and the airline’s birthday.

As with Jordan Winery, Virgin America has powerful imagery including shots taken from planes and destination locations such as Hawaii, which is enough to incentivize us to book a ticket! Who doesn’t want to be in Hawaii?!

Twitter: @VirginAmerica

Instagram: @VirginAmerica

Skinny Cow

The name alone makes us smile. “The Skinny Cow” has their branding down to a tee. They are a brand that knows exactly what their audience experiences each day. They understand their problems and challenges and finds a solution. No matter if you are running late, need an afternoon pick me up, or need a late night snack, they have a guilt free product to serve up.

As with the previous two examples, they use powerful imagery that clearly communicates their messaging but is also relatable. They post consistently and create appropriate hashtags such as #SkinnyCowCoffeeNap which have accompanying GIFs. This is a very well thought out campaign especially with the arrival of fall as many of us are reaching for Pumpkin Spice Lattes.

Twitter: @theskinnycow

Instagram: @theskinnycow

Key Takeaways:

All the brands highlighted above have a few things in common which you can also implement into your social media strategy:

Clear adaptation of brand voice

  • Consistent posting
  • Appropriate use of hashtags
  • Right mix of content
  • Powerful imagery
  • Correct links leading to landing pages or specific deals and not just to homepages.

The above brands not only understand social media but they know exactly how to connect with their respective audiences.

Charlotte Chipperfield, Founder & CEO

P.S. Manage your social media plans with our free content calendar. Just subscribe to our mailing list and receive a free content calendar today!

Quick Glance Analytics for Social Media

Social Media Analytivs

It’s no secret that social media moves at the speed of light. Within 30 seconds of signing in to Twitter, for example, there are at least 120 new updates. With this pace, tirelessly trying to keep up with posting, creating content, or engaging with others can quickly cause overwhelm to set in.

With no strategy centered around a brand’s social media presence posting and engagement will quickly become sporadic and stagnant. Perspective clients and customers often look to social media to see how active and relevant a company is before contacting or making a purchase. A strong social media presence with timely community management can lead to more sales calls and clients over time. Social media allows a company to “walk the talk,” if you will, and give customers a more dynamic impression of the company that isn’t limited solely to descriptions on the website. Social media allows a company to be personified and show how they effectively support their customers and followers no matter where they stand in the purchase cycle.

Even if you don’t have a lot of time to dedicate to social media it’s vital to stop once in a while to take a pulse reading to understand what’s working and what’s not working. This will in the long run be a time saver allowing you to focus on producing content of the most value to your audience.

Here are a few key performance indicators we recommend reviewing:

Twitter at a Glance:

  • Engagement: Favorites, Retweets, Responses

  • Demographics

  • Average follower gain per day

  • Audience top interests

  • Top Tweets

  • Link Clicks

Facebook at a Glance:

  • Engagement: Likes, Shares, Comments

  • Reach

  • Top Posts

  • Post Clicks

  • Demographics: Who is your audience and are you speaking to them correctly

Taking the time to measure results is critical to understand success in social media. Your audience will not only thank you but so will your bottom line.

Charlotte Chipperfield, Founder & CEO

P.S. If you need additional ways to plan, be sure to join our mailing list and receive a free content calendar when you do!


Periscope: A Quick Guide for Getting Started

The latest social media platform making a lot noise, is Periscope, the video streaming app from Twitter. Video is a medium everyone is learning to tackle as it gains more and more traction as an impactful tool for engagement and interacting with customers, clients and followers.

So what is Periscope? Periscope allows users to broadcast live to anyone anywhere right from their smartphones. This is a powerful tool especially for business. We recently started broadcasting, (or “scoping” as it’s called), on marketing and have put together tips for getting started with Periscope:

How to use Periscope:

Getting Started:

  • Start by downloading the Periscope app to your phone. You can then set-up your account by logging through your Twitter account. This will pull your profile information and image.

  • From this point forward, when you launch the app you will be brought to the broadcast screen displayed by the “TV” icon on the bottom menu.

  • The “TV” screen displays the broadcasts of the people you follow. Just below the live broadcasts are a list of replays from other recent broadcasts from the people you follow. Each broadcast only lives for 24 hours. Just select any to watch.

  • The “Globe” icon at the bottom on the screen allows you to browse through all live broadcasts around the world.

  • The third icon on the bottom menu is a “Camera Lens”. This is where you set-up and start your live broadcasts.

Tips for Hosting a “Scope”:

  • Develop a killer headline. The headline is what tells followers what your scope is all about. It should be attention grabbing but also inform viewers what they are going to learn. Emojis are can also be used throughout the headline.

  • Turn your location settings on or off using the arrow icon. This is a great feature if you are at an event or venue you want people to know about. However, be aware of filming from home or a location you don’t want people to know about. The location setting can be very accurate.

  • The lock icon allows you to host a private scope with a select few followers

  • The person in the speech bubble icon allows you to monitor who can chat throughout the scope. It can be set to either everyone on Periscope or a select group of followers.

  • The Twitter icon allows you to send a Tweet to your account saying you are live with a link for your followers to join in.

  • Before starting your broadcast make sure your phone is either in airplane mode and/or “do not disturb” mode so you don’t receive any calls or notifications during your broadcast. Just make sure you are connected to WiFi.

  • When you “start a broadcast” know that the camera will start be facing out so it is a good idea to have the camera on your website or image you want people to see first.

  • To turn the camera around, just double tap the screen.

  • Once you hit the “start broadcast” button, you are live so start talking.

During the Broadcasting:

  • Conversation bubbles will appear in the bottom left hand corner informing you of viewers and their comments. Be sure to welcome people as they join.

  • Ask questions throughout to engage viewers by typing their answers in the dialogue box.

  • You’ll see hearts streaming along the right hand side. These are the equivalent of applause. Each viewer has about 500 hearts to give per broadcast. These hearts help with your visibility across the platform. A viewer can leave the broadcast and return allowing for the heart count to start over again.

  • Invite viewers to swipe right to share the broadcast

  • Keep it simple

  • Keep it clean

  • Keep the length to a couple of minutes

  • Remember the broadcast is live and goof ups happen. Just keep going and know practice does make perfect.

  • Swipe down to end your broadcast

  • You can autosave the broadcast to your phone or use the app to record and save your broadcast. As your scope will only last for 24 hours, you can then download save your scope to YouTube or Vimeo.

  • After the broadcast you can then see who participated and send them a quick “Thank you” on Twitter.

  • You will also be able to see who viewed the replay

Tips for finding Followers:

  • The great thing is that Periscope is linked to your Twitter account so finding your Twitter fans is as easy and selecting the three person icon in the bottom right hand corner of the app.

  • This is also how you access your profile. First select the three person icon then select the one person icon on the next screen at the top right hand corner to display your profile information and to manage your settings and to see past broadcasts.

What to Scope:

  • Product Demonstrations

  • Remote focus groups using the private broadcast feature

  • Q&A with customers or clients

  • Direct conversation with customers and clients

Periscope is fantastic for reaching a new audience and for bringing a new perspective to your brand or products, literally. Additionally, using tools to for saving your videos and distributing them to other websites such as YouTube and Vimeo companies don’t have to spend huge production budgets to directly communicate with customers.

Have you started using Periscope yet? If not, don’t forget that early adoption is key reaching more people quickly and growing a following when using a new application.

You can find The Wine Key on Periscope @thewinekey. We hope to see you on a scope soon!

Charlotte Chipperfield, Founder & CEO

Catch the Periscope about Periscope: 

Instagram is all About Timing: 4 Tips for Managing Scheduled Posts using Hootsuite

Schedule Instagram Posts

If you aren’t using Instagram for your business, now is the time. With over 300 million users primarily between the ages of 18 and 35, your customers and clients can most likely be found on Instagram. If you haven’t used Hootsuite before, now might also be the time.

Hootsuite is a fantastic social media management tool that has many levels of services based on your needs. The free service connects three social media platforms and allows for customization of your dashboard to easily manage mentions, followers and hashtags. It was recently announced that Instagram feeds can now be managed within the social media management platform of Hootsuite. The most exciting feature of this recent update, is the ability to schedule posts to Instagram.

Until now, there has not been a way to manage your Instagram outside of the app itself. If you are a busy company like us, the more dynamic the management tools, the better the social media.

Based on this new feature, we have put together a couple of recommendations for managing your Instagram account using Hootsuite:

  1. Post Times: Think about when you have had success in the past with posts. Is it in the evening, midday, or morning? Try to keep your schedule consistent so followers can continue to expect your posts. Alternatively, use the scheduling tool to test out new times of day that might drive more engagement and build your audience.

  2. Be in the Moment: Regardless of when you decide the best time to post will be, remember Instagram is all about being in the moment to showcase powerful images that drive action or build brand awareness. A scheduled post should still look timely. For example, if it’s dark outside and you post a photo being outside in the sunshine with a caption that reads, “out and about enjoying the sun,” followers are going to question the authenticity of this post.

  3. Schedule from the Hootsuite App: We recommend downloading the Hootsuite app to your phone which is free. This allows for the use of emojis from your smart phone’s keyboard. Otherwise, the online dashboard when used on your computer doesn’t allow for using emojis.

  4. Schedule Notification: Once you have scheduled your post, Hootsuite will send you a notification that it is time to post. At this time, you will be prompted to open your draft in the Instagram app. This still allows you to use the great photo filters within Instagram.

The only drawback is that the app doesn't seem to allow you to schedule a post directly and forget leave it to post. We've also experiences issues with copying the caption over from Hootsuite to Instagram, in that it doesn't allow us to. We still recommend this feature as it is a great way to draft and remind yourself to post to Instagram. Hootsuite is a fundamental tool for many business’ social media management. For assistance in deciding what might work best for your brand or business, reach out for a strategy session to get you up and running.

Charlotte Chipperfield, Founder & CEO

Email Marketing is Not Dead

Email Marketing is Not Dead

Most of us have an inbox inundated with both personal and subscription based emails. The number each morning can be overwhelming leading to mass deletion. However, as a Business Owner or Email Marketing Manager, this doesn't mean that email marketing is dead. What this does mean is that your messaging has to stand out more than ever and, more importantly, be of great value to your audience. 

Here are three tips for effective email marketing:

1. Give Value before the first Email: In order to acquire a new email subscriber it is often a good idea to give something in return for their email address. Deliver a piece of content to your new subscriber before they even receive their first email. This can be anything from a promotional code, free ebook, a checklist or whitepaper. Overdeliver on this product giving additional tips or discounts so the subscriber feels comfortable with your offerings before you even sell or further communicate. 

2. Tell your Audience the Frequency of your Communications: One of the big unknowns when subscribing to a list is the fear of getting an email every day or more than once a day. We've all been on one of those lists where companies like to hit you over the head with their sale offers more than once a day. What a headache! To alleviate this fear with potential subscribers, tell them during the sign-up process the frequency of your communications be it weekly, monthly, bi-monthly, etc. 

3. Personalize: When companies listen to their customers and treat them as individuals, they win. The same principles can be applied to email marketing. Many email service providers (ESPs) include a merge tag which allows you to address each subscriber by their name, (providing you require this at sign-up). Addressing a customer by name both in the email and often in the subject line, can be attention grabbing. Additionally, customer profiles can be build to learn which customers have stronger interest in certain products or services allowing you to really target the right people with the right content. 

Remember that you own your list. Unlike a social media platform which could disappear tomorrow, and with it your followers, you own your email list and having strong and personalized communication with added value will ensure your email marketing is as effective as can be to help grow your business. 

Lastly, we work with a number of clients on an ongoing basis with their email marketing and one of the ways we ensure we follow rules and regulations in accordance with the law is to frequently visit the official CANSPAM website which is a great tool for ensuring your emails aren't breaking the law. 

Email marketing is only dead should you choose not to use this valuable tool correctly. 

Charlotte Chipperfield, Founder & CEO 


Website Design - 4 Tips to Consider Before Getting Started

Regardless of if you are planning to start a business or if you have been in business for a number of years, setting up a website or maintaining an effective website can quickly become a full time gig. That's why, here at The Wine Key, we decided to put together 4 tips we use when tackling a website design project:

  1. Be Clear on the Purpose: It is very easy to get caught up in pretty pictures, blocks of text, font styles and colors. Becoming clear on the purpose of your website is the first step to staying on track during the design phase. For example, if the website's main functionality is eCommerce, then the purchasing process should be as efficient and effective for customers to move through the sale funnel and complete their transaction. 
  2. Think of your User: Building on point #1, it is important to design your website for your user and not for yourself. The user should easily find the information they are seeking or complete a transaction without hassle and frustration. 
  3. Keep it Simple: Don't over complicate your website. With your purpose in mind, keep all text as short and sweet as possible. Transaction pages should again, be as detailed but easy to use. Colors, backgrounds and images should also be appropriate and in line with branding. 
  4. Include Clear Call-to-Actions: Answer the question: What do you want a user to do when they arrive at your website? Ask the same question for each page on your website. Make sure to funnel your traffic to where you want them to go and direct them towards an email sign-up, a sale or to contact the business. 

As a bonus tip, have multiple people test your website before it goes live. Ask them questions to make sure what your as communicating is getting through to your audience. Need help designing your website? Reach out to us to explain your project. 

SEO, What You Need to Know

                                                                                                                                                                                                                          Photo Credit goes to Death to the Stock Photo.

SEO what, huh? These three capitalized letters stand for "Search Engine Optimization." Simply put, this is directly impacting how often your website shows up in search results. 

SEO is a marketing strategy which takes into account how search engines work, how users search and what terms they are using to search. By doing research into industry specific terms used by a target audience, marketers can then edit website content to include these terms as well as increasing the number of inbound links by incorporating social media marketing, email marketing and referral marketing. 

Incorporating SEO efforts into a marketing strategy is vital. It is also a good idea to check in every few months to see if efforts are driving more traffic to the website. It is also important to update key terms as industries and search engines are changing all the time. 

We've put together a simple SEO check list to help you better under SEO and creating next steps as a starter tool for you to reference for better SEO to your website. Download your free SEO Check List.

How has SEO helped to increase your web presence? We would love to hear your comments below.

Charlotte Chipperfield, Founder & CEO


4 Reasons Your Wine Brand Should be Using Instagram

                                                                                                                                                                                                                         Photo Credit goes to Death to the Stock Photo.

Instagram officially has more users than Twitter. What does that mean for your brand?

Well, they say a picture is worth a thousand words, or in this case, it could mean a thousand dollars. Instagram provides a simplistic way of reaching more customers. It's been proven that one of the most effective ways to connect with fans online is showing behind the scenes glimpses into your operations which humanizes and personifies your brand or service. From the wine industry perspective, Instagram is one of the most powerful tools you should be using and here's why:

Wine is a Lifestyle

We all know that when a customer is able to taste a wine they are more likely to buy it compared to shopping online without having tasted it before. However, Instagram could be the tool that helps to bridge this gap. Displaying your wine in situations a buyer could potentially be enjoying your wine makes it more desired. For example, take images of your wine at a picnic, at a restaurant, on a boat. Make it look exciting but relatable. 

digital wine journal

People do judge a book by it's cover and many people choose to purchase a wine based on the label. Often times consumers will remember a label but can't remember if they liked it or not. With the popularity of recent wine apps allowing users to share and document the wines they are drinking, Instagram works in a similar way allowing those to document which wines they liked (and hopefully, never hated). It's also a great way for wineries to see customers enjoying their product and to gain more insight into their target market - If you are on Instagram of course. 

Everyone loves Happy Hour

Even if you don't have a lot of time to dedicate to social media, you know you are indulging in a glass of wine here and there. Wine postings increase at the end of the day for that reason, people like wine. A picture of a glass of wine or your wine's label is valuable content. There are endless memes of happy hours and prayers for Friday celebrations - Let your wine brand be a part of that conversation. 

vineyards grow

Another great way for wineries to use Instagram is to document the progression of the vineyards throughout the growing season. Wine education is a growing industry as consumers love to absorb wine knowledge as quickly as they are drinking. All wine starts in the vineyard which gives a great opportunity to tell the unique story of your vineyards, soil types, weather patterns and priceless views. 

You don't need to stress about creating content, you already have all you need!

Check out The Wine Key's Instagram for inspiration. 

Charlotte Chipperfield, Founder & CEO


Does Love Play a Role in your Social Media?

Gone are the days when social media was synonymous with college kids planning keggers. Social media has become an integral part in both our personal and professional lives. Social media is just that, it's social. Be inspired to engage with your audience as Valentine's Day approaches. Love is in the air which makes this a great time to incorporate love into your social media plans and posts.

We're not talking about designing a bright pink "Happy Valentine's Day" post, although, those are great.  What we mean is, plan to incorporate love into your strategy for 2015 in these three ways: 

Courtesy of

Courtesy of

  1. Love for your business. Just because there is a computer screen between you and your customers, doesn't mean they won't pick up on appathy. Love your business first and it will shine through.
  2. Love for your product. If you don't have a true love for your product or service, how do you expect others to? Show the love.
  3. Love for your clients and customers. Never forget who is purchasing your products and services. Your clients and customers are the reason you exist. Show appreciation and let them know they are valued. 

Take the time to look at your social media plan and be sure to show the love this February.

Does your social media need a check-up? Do you need assistance putting love into your 2015 social media strategies, get in touch to learn to see how we can help:

Charlotte Chipperfield, Founder & CEO