I thought you might be interested in a bit of research I have done recently to get an idea of the kinds of wines you are sharing in the community, and which are proving popular, or at least useful.
I managed to pull out a list of the links to wines on the main Society site that have been shared in the community (since we launched). These are the links you share, and where the box appears, with the description, price and image, like this:
The results are quite fascinating (to me as a data geek).
First, there have been 1,875 product links posted in conversations. These posts will have been for a whole range of reasons; from recommendations, links to wines you have tried, wines you want to know more about, and maybe even wines you DON’T like. This is not counting links to wines on other sites, or reviews of Society wines on sites other than our own.
These links cover 1050 unique products, including different vintages of the same wine where we moved on. This is interesting because it points to the fact that certain wines get shared more than once. More on that later!
In total, these links were clicked on 4,615 times (so far). This is also interesting because it means that we are not sharing for no reason, but in fact that readers are following these links to find out more about the wines, and maybe even add them to their wishlists or shopping baskets.
What have you been linking to, and clicking on?
The full table is rather large, but I thought I’d share the Top 20 … but since a few wines were shared the same number of times, this is actually the Top 23
What this section shows is that certain wines, like the Society Claret, get shared a lot but maybe, because they are familiar, they don’t get clicked as much. It could be also be that this is because this is used for example posts rather than a recommendation.
What I did find interesting was the spread of countries of origin. Having France lead the pack was not unsurprising, but it was interesting that in the ‘Top 20’, Greece, Hungary and Argentina come so high up.
Another interesting statistic, looking at the list, is the price of these wines.
The average price across all these wines is £13.18 for this selection, and this actually INCREASES if you go further down the list. I suspect this is, in part, because we share links to higher-priced, unusual wines but also to wines in en-primeur consideration which will have much higher than average prices.
Having said that, this is not the case for this ‘Top 20’ which are all wines for enjoying now and prices start at £6.75 and the most expensive (excluding sparkling wines) is £21. Not a bad range!
Related to this, the average star rating (where there is one) is 4.1 stars, which is a good indication that the selection are quality wines.
As I mentioned above I am very happy to see that we are not just sharing links with each other, but someone is clicking on them. It isn’t just registered users who can read and follow these links, but other members can browse the discussions to buy the wines, and non-members can read more about the list too.
You can see that the links that are shared regularly, probably as replies to members looking for suggestions, are also clicked regularly - with the popular Grignan les Adhemar clocking up an impressive 72 clicks!
In fact, the MOST CLICKED links were actually the two wines in the most recent TWS taste, with 102 clicks on the Chardonnay and 159 on the Carmenere.
These are still early days. We only properly launched the community in September but the number of participants are growing each month.
When we launched we were not sure whether members would be interested in having conversations with other members in an online forum, or whether there would be the kind of exchanges where members would recommend wines to other members in a way that was useful. Would this be a place where you knew you could turn for advice?
It seems that the answer is an emphatic, YES!
The ultimate goal is to make being a member of the Society even more rewarding. It isn’t easy to measure this, but if the number of links, likes and clicks is anything to go by, then I hope that we are starting to achieve that.