At the first Small Business Marketing Unleashed, one of the case studies I explored was how Stormhoek involved bloggers in the marketing of their wine.  Stormhoek now has its sights on Twitter users as marketing partners, and small businesses looking to explore social media should pay attention to their efforts.

Stormhoek's latest foray into social media involves Tweetups.  On his blog Gaping Void, Hugh Macleod explains:

"Two years ago, Stormhoek sponsored geek dinners. They were a huge success.

We're ready to get back at it.

This time, however, we're going to sponsor Tweetups. If you're one of the people following me on Twitter, are based in the USA and are planning on having a Tweetup in the next wee while, drop me an e-mail, and let's see if we can't get some wine sent there for the evening. Rock on.

[For those of you outside the loop, a "Tweetup" is a spontaneous, self-organizing social gathering of fellow Twitter users, usually organized on Twitter itself. Usually food and drink are part of the equation etc.]"

Tweetup.jpg Why is this such a great idea?  Because Stormhoek is following the 'rules of the road' for Twitter.  They aren't on Twitter trying to promote their product.  They have joined Twitter and in using the service and interacting with others, they noticed something.  They noticed that often, people are creating usually spontaneous meetings called 'Tweetups'.  So Stormhoek decided that if people are going to be having these Tweetups anyway, why not give them some free wine to drink?  What better way to get people talking about your product, than to put it in the hands of people for free?

And not just people, but people that are active on Twitter!  What's going to likely happen is that everyone will get on Twitter and start telling each other about how Stormhoek supplied the wine for their Tweetups!  Which increases buzz for Stormhoek, and likely awareness as well.  And as someone who is on Twitter almost every day, I can verify that Twitter is an AMAZING tool for creating buzz!

There's a great lesson for small businesses, really anyone wanting to use social media to augment their marketing efforts.  Know the 'rules of the road'.  Become familiar with the tools and understand how and why we use them.  Once you understand the tools, then you can use them effectively to reach your current and potential customers!

May 27, 2008

Mack Collier is a social media consultant, trainer and speaker. He has been actively immersed in social media since 2005, and in that time, has helped advise, teach and consult with businesses of all shapes and sizes on how they can better connect with their customers via these amazing tools and sites. While being passionate about the social media space, what truly excites Mack is the human connections that can result from the proper use of these social tools. His motto is "Don't focus on the tools, focus on the connections that the tools help facilitate." His goal is to help his clients create those connections with their customers, and nuture them into relationships that help grow their bottom line.

His social media 'homebase' is The Viral Garden, which in 3 years time Mack has grown into an influential marketing/social media blog with a monthly readership of over 175,000. He is also a frequent contributor to the website Marketing Profs, as well as the marketing blog Daily Fix, and small business blog Search Engine Guide. His writings have been referenced in several mainstream publications and websites, including The Washington Post,, Ad Age, CNET, and The Boston Globe.

Mack is also a requested speaker and has presented at some of the top social media conferences and events, including South By Southwest Interactive, Marketing Profs Digital Marketing Mixer, and Small Business Marketing Unleashed. He is also passionate about teaching companies how to use social media sites and tools more effectively, and offers training and seminars privately to companies, in addition to his public speaking schedule.

You can learn more information about Mack's social media training and consulting services here. If you need a social media speaker for your event, or want to know where Mack will be speaking next, click here. If you want to email Mack, click here.

Mack wrote this bio. The third-person thingie is just for fun.



This post seems like a little bit of bait and switch to me.A Twiter story disguised ad a Social Media Road Map story. I would have never spent time reading if I know it was just another Twitter story.

A Twitter story? Well I saw it as a story about smart social media marketing, knowing how your customers use these tools before you dive in. In my experience, when a company tries to incorporate social media into their marketing efforts, they often try to use it 'their' way, not in the way that their customers are.

But if you have a severe aversion to 'Twitter stories', I do apologize for that, Boris ;)

It has a big impact to such businesses when media marketing is involved in their marketing strategy. And this is another way for business establishments to at least come up or meet the expected ROI (Return of Investment) of the Business itself.


Suffering from an addiction. This website has a lot of great resources and treatment centers.

I see what Boris is saying... Maybe this post could've been titled more along the lines of companies taking advantage of "extra" social media trends (tweetups) that steam from their respective social media communities (twitter).

Good post nonetheless, I understand the underlying principle observed by comes down to initiating word of mouth through product placement, but with the intention of supporting communities and their social culture and activities.

Did I sum that up fairly?

Thanks Mack

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