What is a Blog and why should
a winery have one?

                          Session 2.3 Panel Discussion
                 ...
PANEL OBJECTIVES
PANEL OBJECTIVES




                   1   Understand what a blog is
PANEL OBJECTIVES




                   1   Understand what a blog is
                   2   Identify how can help your wi...
PANEL OBJECTIVES




                   1   Understand what a blog is
                   2   Identify how can help your wi...
PANEL OBJECTIVES




                   1   Understand what a blog is
                   2   Identify how can help your wi...
Panel discussion:
                            Blog definition
What is a Blog and why
should a winery have one?   Useful tip...
A BRAND NEW

SCNENARIO
Millions of consumers use the web to get
information before a purchase or a visit.
Millions of consumers use the web to get
information before a purchase or a visit.

On the Internet people participate, co...
Millions of consumers use the web to get
information before a purchase or a visit.

On the Internet people participate, co...
Within an extremely interconnected world new rules
and tools are being developed: blogs, wikis, podcasts,
RSS, SEO, SEM, o...
Within an extremely interconnected world new rules
and tools are being developed: blogs, wikis, podcasts,
RSS, SEO, SEM, o...
SENDER           MESSAGE           RECEIVER




THE OLD COMMUNICATION MODEL WHAS A MONOLOGUE
!"#$%&'($

 )'*+,-'($

 ,$*(,/%*"($
.


 0,#'(1
SENDER           MESSAGE           RECEIVER




 THE NEW COMMUNICATION MODEL IS A DIALOGUE
'.&)
            1&"           !"
          /0                #$
         ,
   (.)




                             %&
   ...
BLOG
It's a Web-based on-line journal
powered by a self-publishing tool that
enables the author(s) to regularly and
easily upda...
It's a Web-based on-line journal
powered by a self-publishing tool that
enables the author(s) to regularly and
easily upda...
Readers can interact:
commenting and giving a feedback.
BLOG: BRIEF DEFINITION




                           Blog, short form of “Web Log” is an easy to
                        ...
so...
so...
Should your winery


 blog?
10 years ago people asked
 should we get an email ?
10 years ago people asked
    should we get an email ?

EVENTUALLY EVERYONE GOT AN EMAIL ADDRESS
Next they asked...
“Do we really need a website?”
Next they asked...
  “Do we really need a website?”

WHEN SEARCH GOT GOOD EVERYONE WENT ONLINE
And now...
“Should your winery blog?”
And now...
“Should your winery blog?”

        ANSWER IS...


YES, YES, YES
Because the internet is humanising, and blogs help humanise
 a winery
Because the internet is humanising, and blogs help humanise
 a winery
Because the blogosphere helps keep your finger on the...
Because the internet is humanising, and blogs help humanise
 a winery
Because the blogosphere helps keep your finger on the...
Because the internet is humanising, and blogs help humanise
 a winery
Because the blogosphere helps keep your finger on the...
Because the internet is humanising, and blogs help humanise
 a winery
Because the blogosphere helps keep your finger on the...
Mr Paul Watzlawick
You cannot...
NOT communicate!

              Mr Paul Watzlawick
Whatever you do, you are
sending out a message, even if
      you intend not to.
OR...MORE TO THE POINT:
OR...MORE TO THE POINT:




           BY REFUSING TO COMMUNICATE YOU ACTUALLY
              COMMUNICATE A MESSAGE WHICH S...
Clear enough?
But...


             there are

         ROAD BLOCKS!
it's something new - and most of us don't like
change
it's something new - and most of us don't like
change

it does not (immediately) appear to have a benefit
- so why bother?
it's something new - and most of us don't like
change

it does not (immediately) appear to have a benefit
- so why bother?
...
So what are the real values of blogging?
1   Branding
1   Branding
2   Improves SEO - Google rank. Drives traffic to site
1   Branding
2   Improves SEO - Google rank. Drives traffic to site

3   Market research and learning
1   Branding
2   Improves SEO - Google rank. Drives traffic to site

3   Market research and learning

4   Innovation: new ...
1   Branding
2   Improves SEO - Google rank. Drives traffic to site

3   Market research and learning

4   Innovation: new ...
1   Branding
2   Improves SEO - Google rank. Drives traffic to site

3   Market research and learning

4   Innovation: new ...
1   Branding
2   Improves SEO - Google rank. Drives traffic to site

3   Market research and learning

4   Innovation: new ...
So why are most wineries
concerned about Blogging?
"Losing control" of what
people are saying about
you or your products!
But, you never HAD control of the what people say about
you anyway...

               People are blogging (talking)
You can't control the message. Get over it!
But you CAN join the conversation and make sure your
side of the story is hear...
Somebody will say something
Its an opportunity for you to learn and improve!
Its an opportunity for you to learn and improve!


And if people do say something about your product that is
   untrue, yo...
Blog definition
Useful Tips
Meet the bloggers!
Panel discussion:
                            Blog definition
What is a Blog and why
should a winery have one?   Useful Tip...
USEFUL TIPS
HOW SHOULD WE START BLOGGING?
Major points on

How to blog?
HOW TO BLOG?




     MAJOR POINTS
HOW TO BLOG?



                    Create a Policy




     MAJOR POINTS
HOW TO BLOG?



                    Create a Policy

                    Post often, post fast: must be dynamic



     MA...
HOW TO BLOG?



                    Create a Policy

                    Post often, post fast: must be dynamic

         ...
HOW TO BLOG?



                    Create a Policy

                    Post often, post fast: must be dynamic

         ...
HOW TO BLOG?



                    Create a Policy

                    Post often, post fast: must be dynamic

         ...
HOW TO BLOG?



                    Create a Policy

                    Post often, post fast: must be dynamic

         ...
HOW TO BLOG?



                    Create a Policy

                    Post often, post fast: must be dynamic

         ...
RECOMMENDED TOOLS:
FREE
FREE
EASY TO USE
Listen, then engage!


     •Participate by having conversations
     •Encourage interactions (polls, questions, retweets,...
Invite friends and cross promote at every
opportunity: tasting room, wine club, tours, events,
etc.
Invite friends and cross promote at every
opportunity: tasting room, wine club, tours, events,
etc.
"People may not remember exactly
what you did, or what you said, but
they will always remember
how you made them
feel."   ...
Ask them to share their experience in your
winery with other people...through your
Blog!     
IMPORTANT:
IMPORTANT:


MONITORING
IMPORTANT:


MONITORING
 & MESURE!
Measure and adapt:
Measure and adapt:


     Blog and Google Analytics for traffic
Measure and adapt:


     Blog and Google Analytics for traffic
     Measure friends, follows and comments – quality
    o...
Measure and adapt:


     Blog and Google Analytics for traffic
     Measure friends, follows and comments – quality
    o...
Measure and adapt:


     Blog and Google Analytics for traffic
     Measure friends, follows and comments – quality
    o...
But...remember:
But...remember:




          Building relationships is not
          something that is easily
          measured...
Blog definition
Useful Tips
Meet the bloggers!
Panel discussion:
                            Blog definition
What is a Blog and why
should a winery have one?   Useful Tip...
THANKS!
  You can follow me on:



@albertmoreno

www.facebook.com/FeedbackMP

www.linkedin.com/albertomgonz

albert@feedb...
What is a Blog, and why a winery should have one?
What is a Blog, and why a winery should have one?
What is a Blog, and why a winery should have one?
What is a Blog, and why a winery should have one?
What is a Blog, and why a winery should have one?
What is a Blog, and why a winery should have one?
What is a Blog, and why a winery should have one?
What is a Blog, and why a winery should have one?
What is a Blog, and why a winery should have one?
What is a Blog, and why a winery should have one?
What is a Blog, and why a winery should have one?
What is a Blog, and why a winery should have one?
What is a Blog, and why a winery should have one?
What is a Blog, and why a winery should have one?
What is a Blog, and why a winery should have one?
What is a Blog, and why a winery should have one?
What is a Blog, and why a winery should have one?
What is a Blog, and why a winery should have one?
What is a Blog, and why a winery should have one?
What is a Blog, and why a winery should have one?
What is a Blog, and why a winery should have one?
What is a Blog, and why a winery should have one?
What is a Blog, and why a winery should have one?
What is a Blog, and why a winery should have one?
What is a Blog, and why a winery should have one?
What is a Blog, and why a winery should have one?
What is a Blog, and why a winery should have one?
What is a Blog, and why a winery should have one?
What is a Blog, and why a winery should have one?
What is a Blog, and why a winery should have one?
What is a Blog, and why a winery should have one?
What is a Blog, and why a winery should have one?
What is a Blog, and why a winery should have one?
What is a Blog, and why a winery should have one?
What is a Blog, and why a winery should have one?
What is a Blog, and why a winery should have one?
What is a Blog, and why a winery should have one?
What is a Blog, and why a winery should have one?
What is a Blog, and why a winery should have one?
What is a Blog, and why a winery should have one?
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What is a Blog, and why a winery should have one?

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2nd Annual International Wine Tourism Conference & Workshop, Barcelona Feb 2010
A brief definition of what a Blog is and how it can help wineries in their marketing strategy to enhance wine tourism activities.
The main goal set in this panel is that wineries identify the advantages and disadvantages of creating a blog and make them wonder if they really need one. Because not all wineries should have a blog…should they?

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  • What is a Blog, and why a winery should have one?

    1. 1. What is a Blog and why should a winery have one? Session 2.3 Panel Discussion Barbara Siemianiuk (Caves Montau de Sadurní) Ana Belén Hernández Soto (Vintae Luxury Wine Specialists) Marcel Sabaté i Coca (Cavas Castellroig) Albert Moreno (FeedbackMP) 2 / 2 / 2010
    2. 2. PANEL OBJECTIVES
    3. 3. PANEL OBJECTIVES 1 Understand what a blog is
    4. 4. PANEL OBJECTIVES 1 Understand what a blog is 2 Identify how can help your winery
    5. 5. PANEL OBJECTIVES 1 Understand what a blog is 2 Identify how can help your winery 3 Learn from winery bloggers experience
    6. 6. PANEL OBJECTIVES 1 Understand what a blog is 2 Identify how can help your winery 3 Learn from winery bloggers experience 4 Get a clear idea of how can enhance your winetourism strategy
    7. 7. Panel discussion: Blog definition What is a Blog and why should a winery have one? Useful tips Meet the bloggers!
    8. 8. A BRAND NEW SCNENARIO
    9. 9. Millions of consumers use the web to get information before a purchase or a visit.
    10. 10. Millions of consumers use the web to get information before a purchase or a visit. On the Internet people participate, collaborate, share pictures and videos, create contents.
    11. 11. Millions of consumers use the web to get information before a purchase or a visit. On the Internet people participate, collaborate, share pictures and videos, create contents. People are active!
    12. 12. Within an extremely interconnected world new rules and tools are being developed: blogs, wikis, podcasts, RSS, SEO, SEM, online viral videos, pictures sharing,…
    13. 13. Within an extremely interconnected world new rules and tools are being developed: blogs, wikis, podcasts, RSS, SEO, SEM, online viral videos, pictures sharing,… We look after RECOMENDATIONS from people like us!
    14. 14. SENDER MESSAGE RECEIVER THE OLD COMMUNICATION MODEL WHAS A MONOLOGUE
    15. 15. !"#$%&'($ )'*+,-'($ ,$*(,/%*"($ . 0,#'(1
    16. 16. SENDER MESSAGE RECEIVER THE NEW COMMUNICATION MODEL IS A DIALOGUE
    17. 17. '.&) 1&" !" /0 #$ , (.) %& "' -+% &() 2."&(3 *+")%,&()
    18. 18. BLOG
    19. 19. It's a Web-based on-line journal powered by a self-publishing tool that enables the author(s) to regularly and easily update the content.
    20. 20. It's a Web-based on-line journal powered by a self-publishing tool that enables the author(s) to regularly and easily update the content. Blog posts are presented in reverse chronological order. Each entry is time and date-stamped.
    21. 21. Readers can interact: commenting and giving a feedback.
    22. 22. BLOG: BRIEF DEFINITION Blog, short form of “Web Log” is an easy to publish website. It is written in an informal, conversation style that tells the “real” story. It's a marketing and communication channel, but SO, WHAT IS IT? with a twist – it's 2 way Connects you to noisy, rugged, global conversation – the blogosphere Alerts readers automatically about new additions Is updated frequently
    23. 23. so...
    24. 24. so... Should your winery blog?
    25. 25. 10 years ago people asked should we get an email ?
    26. 26. 10 years ago people asked should we get an email ? EVENTUALLY EVERYONE GOT AN EMAIL ADDRESS
    27. 27. Next they asked... “Do we really need a website?”
    28. 28. Next they asked... “Do we really need a website?” WHEN SEARCH GOT GOOD EVERYONE WENT ONLINE
    29. 29. And now... “Should your winery blog?”
    30. 30. And now... “Should your winery blog?” ANSWER IS... YES, YES, YES
    31. 31. Because the internet is humanising, and blogs help humanise a winery
    32. 32. Because the internet is humanising, and blogs help humanise a winery Because the blogosphere helps keep your finger on the pulse of the industry, and being a part of that sphere adds credibility.
    33. 33. Because the internet is humanising, and blogs help humanise a winery Because the blogosphere helps keep your finger on the pulse of the industry, and being a part of that sphere adds credibility. Because consumers are smarter today.
    34. 34. Because the internet is humanising, and blogs help humanise a winery Because the blogosphere helps keep your finger on the pulse of the industry, and being a part of that sphere adds credibility. Because consumers are smarter today. Because it means you can communicate with your communities unfiltered, and it promotes instant feedback.
    35. 35. Because the internet is humanising, and blogs help humanise a winery Because the blogosphere helps keep your finger on the pulse of the industry, and being a part of that sphere adds credibility. Because consumers are smarter today. Because it means you can communicate with your communities unfiltered, and it promotes instant feedback. Because it builds a network.
    36. 36. Mr Paul Watzlawick
    37. 37. You cannot... NOT communicate! Mr Paul Watzlawick
    38. 38. Whatever you do, you are sending out a message, even if you intend not to.
    39. 39. OR...MORE TO THE POINT:
    40. 40. OR...MORE TO THE POINT: BY REFUSING TO COMMUNICATE YOU ACTUALLY COMMUNICATE A MESSAGE WHICH SAYS THAT YOU DO NOT WANT TO COMMUNICATE.
    41. 41. Clear enough?
    42. 42. But... there are ROAD BLOCKS!
    43. 43. it's something new - and most of us don't like change
    44. 44. it's something new - and most of us don't like change it does not (immediately) appear to have a benefit - so why bother?
    45. 45. it's something new - and most of us don't like change it does not (immediately) appear to have a benefit - so why bother? it creates additional workload - and don't we have enough to do, already?
    46. 46. So what are the real values of blogging?
    47. 47. 1 Branding
    48. 48. 1 Branding 2 Improves SEO - Google rank. Drives traffic to site
    49. 49. 1 Branding 2 Improves SEO - Google rank. Drives traffic to site 3 Market research and learning
    50. 50. 1 Branding 2 Improves SEO - Google rank. Drives traffic to site 3 Market research and learning 4 Innovation: new products / activities
    51. 51. 1 Branding 2 Improves SEO - Google rank. Drives traffic to site 3 Market research and learning 4 Innovation: new products / activities 5 Building community: visitors, customers and other bloggers
    52. 52. 1 Branding 2 Improves SEO - Google rank. Drives traffic to site 3 Market research and learning 4 Innovation: new products / activities 5 Building community: visitors, customers and other bloggers 6 Transparency and authenticity
    53. 53. 1 Branding 2 Improves SEO - Google rank. Drives traffic to site 3 Market research and learning 4 Innovation: new products / activities 5 Building community: visitors, customers and other bloggers 6 Transparency and authenticity 7 Direct access to your costumers: discovers potential evangelists through comments
    54. 54. So why are most wineries concerned about Blogging?
    55. 55. "Losing control" of what people are saying about you or your products!
    56. 56. But, you never HAD control of the what people say about you anyway... People are blogging (talking)
    57. 57. You can't control the message. Get over it! But you CAN join the conversation and make sure your side of the story is heard!
    58. 58. Somebody will say something
    59. 59. Its an opportunity for you to learn and improve!
    60. 60. Its an opportunity for you to learn and improve! And if people do say something about your product that is untrue, you have an opportunity to correct it by responding appropriately!
    61. 61. Blog definition Useful Tips Meet the bloggers!
    62. 62. Panel discussion: Blog definition What is a Blog and why should a winery have one? Useful Tips Meet the bloggers!
    63. 63. USEFUL TIPS
    64. 64. HOW SHOULD WE START BLOGGING?
    65. 65. Major points on How to blog?
    66. 66. HOW TO BLOG? MAJOR POINTS
    67. 67. HOW TO BLOG? Create a Policy MAJOR POINTS
    68. 68. HOW TO BLOG? Create a Policy Post often, post fast: must be dynamic MAJOR POINTS
    69. 69. HOW TO BLOG? Create a Policy Post often, post fast: must be dynamic Blog around your expertise, people want to hear it! MAJOR POINTS
    70. 70. HOW TO BLOG? Create a Policy Post often, post fast: must be dynamic Blog around your expertise, people want to hear it! MAJOR POINTS Be truthful
    71. 71. HOW TO BLOG? Create a Policy Post often, post fast: must be dynamic Blog around your expertise, people want to hear it! MAJOR POINTS Be truthful Include photos, mini videos
    72. 72. HOW TO BLOG? Create a Policy Post often, post fast: must be dynamic Blog around your expertise, people want to hear it! MAJOR POINTS Be truthful Include photos, mini videos Be human
    73. 73. HOW TO BLOG? Create a Policy Post often, post fast: must be dynamic Blog around your expertise, people want to hear it! MAJOR POINTS Be truthful Include photos, mini videos Be human Encourage readers to use RSS and share your posts
    74. 74. RECOMMENDED TOOLS:
    75. 75. FREE
    76. 76. FREE EASY TO USE
    77. 77. Listen, then engage! •Participate by having conversations •Encourage interactions (polls, questions, retweets, commenting) •Monitor Twitter, TripAdvisor, etc. •Encourage users to review your wine on cellar sites and wine social media sites •Learn to understand you visitors needs
    78. 78. Invite friends and cross promote at every opportunity: tasting room, wine club, tours, events, etc.
    79. 79. Invite friends and cross promote at every opportunity: tasting room, wine club, tours, events, etc.
    80. 80. "People may not remember exactly what you did, or what you said, but they will always remember how you made them feel."     
    81. 81. Ask them to share their experience in your winery with other people...through your Blog!     
    82. 82. IMPORTANT:
    83. 83. IMPORTANT: MONITORING
    84. 84. IMPORTANT: MONITORING & MESURE!
    85. 85. Measure and adapt:
    86. 86. Measure and adapt: Blog and Google Analytics for traffic
    87. 87. Measure and adapt: Blog and Google Analytics for traffic Measure friends, follows and comments – quality over quantity
    88. 88. Measure and adapt: Blog and Google Analytics for traffic Measure friends, follows and comments – quality over quantity Create editorial calendar – what are we going to talk about and when
    89. 89. Measure and adapt: Blog and Google Analytics for traffic Measure friends, follows and comments – quality over quantity Create editorial calendar – what are we going to talk about and when Explore new tools and technologies and dump those that don’t work
    90. 90. But...remember:
    91. 91. But...remember: Building relationships is not something that is easily measured...
    92. 92. Blog definition Useful Tips Meet the bloggers!
    93. 93. Panel discussion: Blog definition What is a Blog and why should a winery have one? Useful Tips Meet the bloggers!
    94. 94. THANKS! You can follow me on: @albertmoreno www.facebook.com/FeedbackMP www.linkedin.com/albertomgonz albert@feedbackmp.com

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