Social Media And Your Winery.Final.8.18.09


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  • 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? Where can I be helpful while learning the ropes? HOW DOES SOCIAL MEDIA MARKETING CONVERT TO SALES
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  • Social Media And Your Winery.Final.8.18.09

    2. 2. First…. a caveat <ul><li>The first step in any marketing campaign is to understand the strategic goals of the organization. </li></ul><ul><li>These are ideas, only ideas. A lot depends on your specific needs and goals. </li></ul>
    3. 3. Questions to consider: <ul><li>How does social media marketing fit with goals of organization? </li></ul><ul><li>Who are the current customers? </li></ul><ul><li>Who are the potential customers? </li></ul><ul><li>What has worked and not worked in the past? </li></ul><ul><li>The players – who does what? </li></ul><ul><li>How does social media convert to sales? </li></ul>
    4. 4. Social media is how people engage, participate, and share online the experiences they leave behind. It is fundamentally changing the way we communicate.
    5. 5. Power of Social Media <ul><li>Fosters intimacy </li></ul><ul><li>Maintains a larger circle of “friendships” </li></ul><ul><li>Green </li></ul><ul><li>Voyeuristic </li></ul><ul><li>Addictive </li></ul>
    6. 6. Social media applied to marketing can… <ul><li>Build relationships that translate to sales </li></ul><ul><li>Create opportunities for future face-to-face interactions </li></ul><ul><li>Bypass traditional media </li></ul><ul><li>Provide customers service/ solve problems </li></ul><ul><li>Encourage participation from guests/customers/club members </li></ul><ul><li>Monitor and manage reputation </li></ul>
    7. 7. First things first: What makes us special? <ul><li>Story </li></ul><ul><li>Vineyards/ Estate </li></ul><ul><li>Style </li></ul><ul><li>Sustainability </li></ul><ul><li>History </li></ul>This will lead to that the talking points social media conversations.
    8. 8. Steps <ul><li>Create a presence </li></ul><ul><li>Listen and engage </li></ul><ul><li>Indentify and influence the “Influentials” </li></ul><ul><li>Measure and adapt </li></ul>WEBSITE/ BRAND
    9. 9. Step 1: Create a Presence <ul><li>What are the most relevant social media tools for our business goals? </li></ul><ul><li>Echo current brand colors, style and imagery in social media channels </li></ul><ul><li>Cross promote with social media channels and with website, print collateral, business cards, articles, email signature etc. </li></ul>
    10. 10. Why Facebook? <ul><li>Over 68 million users </li></ul><ul><li>Most popular social networking site </li></ul><ul><li>Powerful for building relationships </li></ul><ul><li>Inherently “sticky” with photos, videos, pokes, etc. </li></ul>
    11. 11. Facebook <ul><ul><li>Weekly + updates </li></ul></ul><ul><ul><li>Consider a fan page instead of group </li></ul></ul><ul><ul><li>Leverage multimedia opportunities </li></ul></ul> /
    12. 12. Leverage FB multimedia <ul><li>Text </li></ul><ul><li>Photos </li></ul><ul><li>Video </li></ul><ul><li>Links </li></ul><ul><li>Apps? </li></ul>
    13. 13. Why Twitter? <ul><li>“ Noisy” but relevant </li></ul><ul><li>Estimated 6 million users </li></ul><ul><li>Solve problems in real time </li></ul><ul><li>“ Listen” with Monitter, Twitter Hawk, Tweet Deck etc. </li></ul><ul><li>New apps coming all the time </li></ul>
    14. 14. Twitter Presence <ul><li>Lock up a “handle” even if you’re not ready to use it </li></ul><ul><li>Frequency? – start with daily? </li></ul><ul><li>Add images/ avatar/bio to Twitter page </li></ul><ul><li>Only tweet if it is useful, funny or related to an event </li></ul><ul><li>“ Retweet” </li></ul><ul><li>Balance commenting/broadcasting </li></ul><ul><li>Use “#” to define tweet categories </li></ul><ul><li>Consider Tweet Deck to manage your Twitter (it’s free) </li></ul>
    15. 15. Twitter identity
    16. 16. Why Flick’r?
    17. 17. Presence on Flick’r <ul><li>Nail down branded URL </li></ul><ul><li>Upload photos and use popular keywords to improve SEO </li></ul><ul><li>Include web address in every description </li></ul><ul><li>Photograph guests and invite them to download to their personal collections </li></ul><ul><li>Include Flickr “badge” on blog & FB </li></ul>
    18. 18. Flick’r Tools Key words in tags, “join our group,” badge
    19. 19. Why Blog? <ul><li>Easy web updates in real time </li></ul><ul><li>Improves SEO </li></ul><ul><li>Drives traffic to site, shopping carts </li></ul><ul><li>Cultivates relationships with other bloggers </li></ul><ul><li>Discovers potential evangelists through comments </li></ul>
    20. 20. Blog Presence <ul><li>Weekly (or more often) posts from team </li></ul><ul><li>Authenticity is key, but use marketing know-how to help edit and pitch ideas for posts </li></ul><ul><li>Include photos, mini videos, recipes </li></ul><ul><li>Encourage readers to use RSS to post to Digg, Stumbleupon, Facebook, etc. and to forward via email </li></ul><ul><li>Comment on other wine blogs </li></ul><ul><li>Connect to website at every opportunity </li></ul>
    21. 21. Step 2: Listen then Engage. <ul><li>Participate in social media, by having conversations </li></ul><ul><li>Encourage interactions (polls, questions, retweets, commenting) </li></ul><ul><li>Monitor Yelp, Chowhound, Twitter, TripAdvisor, etc. </li></ul><ul><li>Explore “Long Tail” of niche buyers </li></ul><ul><li>Encourage users to review your wine on cellar sites and wine social media sites </li></ul>
    22. 22. from Invite friends and cross promote at every opportunity: tasting room, wine club, tours, events, website, blog, etc.
    23. 23. Step 3 – Influence the “Influentials” <ul><li>Mavens – experts others turn to for recommendations </li></ul><ul><li>Connectors- “masters of the weak tie” </li></ul><ul><li>Ambassadors – provide introductions to new or hard to reach groups </li></ul><ul><li>Salespeople – charismatic personalities </li></ul>Adapted from Malcolm Gladwell, The Tipping Point
    24. 24. Step 4 – Measure and Adapt <ul><li>Blog and Google analytics for traffic </li></ul><ul><li>Measure friends, follows and comments – quality over quantity </li></ul><ul><li>Create editorial calendar for social media marketing – what are we going to talk about and when </li></ul><ul><li>Explore new tools and technologies and dump those that don’t work </li></ul><ul><li>*Remember, building relationships is not something that is easily measured </li></ul>
    25. 25. &quot;People may not remember exactly what you did, or what you said, but they will always remember how you made them feel.&quot;       —Unknown