SOCIAL MEDIA & YOUR WINERY: 3 EASY STEPS (+ ONE MORE)

First…. a caveat The first step in any marketing campaign is to understand the strategic goals of the organization. These are ideas, only ideas. A lot depends on your specific needs and goals.

The first step in any marketing campaign is to understand the strategic goals of the organization.

These are ideas, only ideas. A lot depends on your specific needs and goals.

Questions to consider: How does social media marketing fit with goals of organization? Who are the current customers? Who are the potential customers? What has worked and not worked in the past? The players – who does what? How does social media convert to sales?

How does social media marketing fit with goals of organization?

Who are the current customers?

Who are the potential customers?

What has worked and not worked in the past?

The players – who does what?

How does social media convert to sales?

Social media is how people engage, participate, and share online the experiences they leave behind. It is fundamentally changing the way we communicate.

Power of Social Media Fosters intimacy Maintains a larger circle of “friendships” Green Voyeuristic Addictive

Fosters intimacy

Maintains a larger circle of “friendships”

Green

Voyeuristic

Addictive

Social media applied to marketing can… Build relationships that translate to sales Create opportunities for future face-to-face interactions Bypass traditional media Provide customers service/ solve problems Encourage participation from guests/customers/club members Monitor and manage reputation

Build relationships that translate to sales

Create opportunities for future face-to-face interactions

Bypass traditional media

Provide customers service/ solve problems

Encourage participation from guests/customers/club members

Monitor and manage reputation

First things first: What makes us special? Story Vineyards/ Estate Style Sustainability History This will lead to that the talking points social media conversations.

Story

Vineyards/ Estate

Style

Sustainability

History

Steps Create a presence Listen and engage Indentify and influence the “Influentials” Measure and adapt WEBSITE/ BRAND

Create a presence

Listen and engage

Indentify and influence the “Influentials”

Measure and adapt

Step 1: Create a Presence What are the most relevant social media tools for our business goals? Echo current brand colors, style and imagery in social media channels Cross promote with social media channels and with website, print collateral, business cards, articles, email signature etc.

What are the most relevant social media tools for our business goals?

Echo current brand colors, style and imagery in social media channels

Cross promote with social media channels and with website, print collateral, business cards, articles, email signature etc.

Why Facebook? Over 68 million users Most popular social networking site Powerful for building relationships Inherently “sticky” with photos, videos, pokes, etc.

Over 68 million users

Most popular social networking site

Powerful for building relationships

Inherently “sticky” with photos, videos, pokes, etc.

Facebook Weekly + updates Consider a fan page instead of group Leverage multimedia opportunities http://www.flickr.com/photos/88526923@N00/2114874155 /

Weekly + updates

Consider a fan page instead of group

Leverage multimedia opportunities

Leverage FB multimedia Text Photos Video Links Apps?

Text

Photos

Video

Links

Apps?

Why Twitter? “ Noisy” but relevant Estimated 6 million users Solve problems in real time “ Listen” with Monitter, Twitter Hawk, Tweet Deck etc. New apps coming all the time

“ Noisy” but relevant

Estimated 6 million users

Solve problems in real time

“ Listen” with Monitter, Twitter Hawk, Tweet Deck etc.

New apps coming all the time

Twitter Presence Lock up a “handle” even if you’re not ready to use it Frequency? – start with daily? Add images/ avatar/bio to Twitter page Only tweet if it is useful, funny or related to an event “ Retweet” Balance commenting/broadcasting Use “#” to define tweet categories Consider Tweet Deck to manage your Twitter (it’s free) http://www.flickr.com/photos/7son75/2573812829/

Lock up a “handle” even if you’re not ready to use it

Frequency? – start with daily?

Add images/ avatar/bio to Twitter page

Only tweet if it is useful, funny or related to an event

“ Retweet”

Balance commenting/broadcasting

Use “#” to define tweet categories

Consider Tweet Deck to manage your Twitter (it’s free)

Twitter identity

Why Flick’r?

Presence on Flick’r Nail down branded URL Upload photos and use popular keywords to improve SEO Include web address in every description Photograph guests and invite them to download to their personal collections Include Flickr “badge” on blog & FB

Nail down branded URL

Upload photos and use popular keywords to improve SEO

Include web address in every description

Photograph guests and invite them to download to their personal collections

Include Flickr “badge” on blog & FB

Flick’r Tools Key words in tags, “join our group,” badge

Why Blog? Easy web updates in real time Improves SEO Drives traffic to site, shopping carts Cultivates relationships with other bloggers Discovers potential evangelists through comments

Easy web updates in real time

Improves SEO

Drives traffic to site, shopping carts

Cultivates relationships with other bloggers

Discovers potential evangelists through comments

Blog Presence Weekly (or more often) posts from team Authenticity is key, but use marketing know-how to help edit and pitch ideas for posts Include photos, mini videos, recipes Encourage readers to use RSS to post to Digg, Stumbleupon, Facebook, etc. and to forward via email Comment on other wine blogs Connect to website at every opportunity

Weekly (or more often) posts from team

Authenticity is key, but use marketing know-how to help edit and pitch ideas for posts

Include photos, mini videos, recipes

Encourage readers to use RSS to post to Digg, Stumbleupon, Facebook, etc. and to forward via email

Comment on other wine blogs

Connect to website at every opportunity

Step 2: Listen then Engage. Participate in social media, by having conversations Encourage interactions (polls, questions, retweets, commenting) Monitor Yelp, Chowhound, Twitter, TripAdvisor, etc. Explore “Long Tail” of niche buyers Encourage users to review your wine on cellar sites and wine social media sites

Participate in social media, by having conversations

Encourage interactions (polls, questions, retweets, commenting)

Monitor Yelp, Chowhound, Twitter, TripAdvisor, etc.

Explore “Long Tail” of niche buyers

Encourage users to review your wine on cellar sites and wine social media sites

from winelibrary.com Invite friends and cross promote at every opportunity: tasting room, wine club, tours, events, website, blog, etc.

Step 3 – Influence the “Influentials” Mavens – experts others turn to for recommendations Connectors- “masters of the weak tie” Ambassadors – provide introductions to new or hard to reach groups Salespeople – charismatic personalities Adapted from Malcolm Gladwell, The Tipping Point

Mavens – experts others turn to for recommendations

Connectors- “masters of the weak tie”

Ambassadors – provide introductions to new or hard to reach groups

Salespeople – charismatic personalities

Step 4 – Measure and Adapt Blog and Google analytics for traffic Measure friends, follows and comments – quality over quantity Create editorial calendar for social media marketing – what are we going to talk about and when Explore new tools and technologies and dump those that don’t work *Remember, building relationships is not something that is easily measured

Blog and Google analytics for traffic

Measure friends, follows and comments – quality over quantity

Create editorial calendar for social media marketing – what are we going to talk about and when

Explore new tools and technologies and dump those that don’t work

*Remember, building relationships is not something that is easily measured

"People may not remember exactly what you did, or what you said, but they will always remember how you made them feel." —Unknown