I just read a very informative article on Internet Retailer’s IR NewsLink regarding a demonstrated return from social marketing. It’s not the percentages of buyers that impressed me, but rather the strategy used to engage customers in an interactive experience resulting in actual sales. Here’s the article in full.

Bin Ends adds Twitter to its marketing menu

Discount online wine and spirits retailer Bin Ends is streaming live online videos of wine tastings with pros that consumers can view via the Twitter social network.

Those interested in watching a live tasting create a profile on Twitter, then receive notifications of upcoming events via the social network. The wine tastings also are promoted on the retailer’s web site and through social networking site Facebook.

At the time of the event, viewers log on to Twitter to view the broadcast of a panel discussing selected wines. Viewers can ask questions or offer comments online during the live broadcasts. The tastings are promoted at least two weeks in advance so that consumers also can order featured wines from Binendswine.com and taste along with the experts, Bin Ends says.

The first online tasting, held last week, drew 200 viewers from around the globe. About 10% of them ordered the promoted wines in advance from the company’s web site, according to a company spokesman. Shoppers who live in states that don’t permit direct shipment of alcohol to consumers can use the site’s “virtual sommelier,” which directs them to in-state retail locations where they can purchase the wine. That way no one has to miss out on a tasting, the spokesman says.

Bin Ends offers a selection of discounted wines to online shoppers. Cases are marked down further the longer they remain in stock. After three weeks, they are discounted 10% and after six weeks the price is cut an additional 10%.

Can you think of ways to apply this to your business? We’ll develop some ideas and share them in an upcoming post.