Wine Wankers will lead a panel discussion in Orange this week designed to inspire more than 150 wine-industry professionals travelling to the city for a two-day conference.
One part of Wine Wankers, a social media success story started six-years ago by Drew Lambert and Conrad Grah, will offer attendees tips on getting themselves 'liked' and 'shared'.
Mr Lambert said he and Mr Grah built their more than 170,000 Instagram followers by not taking themselves too seriously, a lesson for others in the wine industry.
"They just did a study which found 70 per cent of people make their wine purchasing decisions based off recommendations from friends," he said.
"It's not me. It's not Huon Hooke. It's your friends."
Mr Lambert said if business owners make their services more "Instagramable" they will get photographed, then shared between friends and remembered.
"If you provide an experience people will want to photograph you're essentially getting free advertising," he said.
The talk, covering who the influences are in the wine industry, will be one of several discussions during the meeting at Orange Ex-Services' Club this week.
The theme Dare to be Seen will reflect the need for wineries to improve their cellar door experiences, and their marketing and tourism pitch, in an increasingly competitive market.
The industry conference will also include dinner at Philip Shaw Wines and a road trip to wineries across the region.
Orange Regional Vignerons Association will supply wines at the speakers' dinner and networking function, as well as assisting with logistics.
Mr Lambert said picking Orange as the destination for the event would no doubt have piqued the interest of those in the industry.
"For a lot of Australians it's still completely undiscovered," he said.
Mr Lambert said to get the word out to the rest of the country it was important for business owners to work together and promote one another.
He said purchasing an iPhone for the younger team member and putting them in charge of social media was an easy way to get consumers to engage.
"Have fun, be entertaining, show the character of who you are and show your personality," he said.
"That's what makes people really warm to you."
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