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Twitter profile: @teusnerwine

19 July 2009

(1) Why this site
@teusnerwine is the Twitter handle for Teusner Wines, a boutique winery based in Barossa Valley, Australia. Teusner was featured in Twitter’s “Twitter 101 for Business Guide” and has flattened the map and reached out to potential customers outside the U.S. via Twitter.

(2) Screenshot:
screen_teusner

(3) Data on tweets – TBD

(4) Stats:
Date data downloaded: August 22, 2009
Industry sector: Wine

Twitter ID: @teusnerwine
Followers: 5,733
Following: 6,138
Posts: 1,845
Joined Twitter: January 28, 2009

Twitter bio: “Teusner Wines are a small boutique winery based in the Barossa Valley producing kick arse wines from some of the oldest vines in Australia”

URLs:
Twitter: http://twitter.com/teusnerwine
Bio link: http://www.teusner.com.au/history.htm
Blog: N/A
Social Network: N/A
Facebook: http://www.facebook.com/profile.php?id=1616809184&ref=profile
MySpace: N/A
LinkedIn: N/A
Org Web site home: http://www.teusner.com.au/

About: Teusner Wines was created in 2001 by winemaker Kym Teusner and his brother-in-law and viticulturalist Michael Page.  (Source: http://www.teusner.com.au)

(5) Analysis
A. General
(A.1) Background: The background is a default Twitter background. Teusner Wines would do itself a favor to differentiate with customized background, perhaps of its vineyards or wine label, to complement the branding of its avatar. Grade C.
(A.2) Avatar: The avatar is the Teusner Wines label. Grade A.
(A.3) Bio: The bio has a good voice, but only offers two unique pieces of information: Where the winery is located and that the winery is a boutique. We already know where the winery is located in the location field, so additional information would be helpful here. Grade: B.
(A.4) Transparency: Nowhere on @teusnerwine can we determine who is speaking. No one is identified in the Twitter bio and no initials are used in the Tweets. The speaker uses a first-person voice, and based upon some of the Tweets people know who the speaker is. Still, from an outside perspective, it’s difficult to determine who at Teusner Wines is using this handle. Grade C.
(A.5) Bio link: The bio link pointes back to the winery homepage. Grade A.

B. Tweets: Grade A.
Captured August 22, 2009 at 9:20 a.m. PST
(B.1) 128 were @ replies
(B.2) 7 were retweets
(B.3) 1 DM requests
(B.4) 23 hashtags (#followfriday, #wine)
(B.5) 1 favorites (@garyvee request)
(B.6) Teusner frequently uses @ replies to converse. Tweets are extremely informal and usually include slang. Multiple punctuation marks like “!!!” or “???” are used frequently to express tone.

Tweet totals (via TweetStats)
-9.6 tweets per day
– @ replies are 55.82% of tweets
– ReTweets are 1.29% of tweets

C. Questions/Suggestions
(C.1) Outstanding questions: Is it in your business strategy to disclose who’s Tweeting and if so is there a better way to do that? Why don’t you often retweet?
(C.2) Suggestions: Customize the background. Consider retweeting more often.

D. Analytic Services TBD.

E. Conclusion:
(E.1) Having been on Twitter for the last six months, Teusner Wines has gained a strong audience in that short time frame due to maximizing tone and attracting people by showing a fun brand personality. It has yet to leverage all of Twitter’s customization options to maximize its branding and needs to establish better transparency, which should in turn help its credibility on the platform.

(E.2) Scorecard Summary:
Background: C
Avatar: A
Bio: B
Transparency: C
Tweets: A
Overall: B

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