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2013 Unified Wine & Grape Symposium - New Technologies & Digital Media

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The New Technologies & Digital Media presentation from the 2013 Unified Wine & Grape Symposium.

The New Technologies & Digital Media presentation from the 2013 Unified Wine & Grape Symposium.

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  • Quote: quote: http://www.iconindexsymbol.com/
  • http://upandrunning.bplans.com/2012/06/20/5-social-media-marketing-myths-debunked/
  • VIA SOCIAL SPROUT
  • VIA SOCIAL SPROUT
  • Mashable, Idolator
  • IMAGE: WWW.DELTAMANAGEMENT.COM
  • IMAGE: www.wetpaint.com
  • http://upandrunning.bplans.com/2012/06/20/5-social-media-marketing-myths-debunked/
  • IMAGE:www.odt.co.nz
  • Transcript

    • 1. New Technologies & Digital Media ANDREW HEALY: Chief Social Officer at 3 rock marketing ASHLEY NICOLE TEPLIN: Owner and Partner at Teplin+Nuss KRISTY SAMMIS: Founding Partner at Clever Girls Collective MARK GORDON: Senior Digital Media Manager at Jackson Family Wines ALAN KROPF: President of Mutineer Magazine @SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf @3rockmarketing @TeplinNuss @LaCremaWines @CleverGirlsColl @MutineerMag #UWGS
    • 2. Some Questions For You #UWGS @SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf @3rockmarketing @TeplinNuss @LaCremaWines @CleverGirlsColl @MutineerMag
    • 3. What we’ll cover • Introductions • Panel Presentations • Time for a chat •Q&A #UWGS @SocialAndy @AshleyTeplin @KristySF @3rockmarketing @TeplinNuss @MarkInNorCal @AlanKropf @CleverGirlsColl @LaCremaWines @MutineerMag
    • 4. Andrew Healy @Social Andy • Dublin born, Napa Resident • Worked in Wine – Production, Logistics, Retail, National Account Sales, Branding & Restaurant • Worked in 5 countries in both Hemispheres • Lecture in Social Media at SSU • Clients include Napa Vintners, Visit Napa Valley, Wine Market Council, Accolade Wines NA, Coppola Wines… • Random Tidbit: At the age of 15 ran a half marathon in 1:28 • Lover of Riesling & Zinfandel @SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf @3rockmarketing @TeplinNuss @LaCremaWines @CleverGirlsColl @MutineerMag #UWGS
    • 5. Ashley Nicole Teplin @AshleyTeplin • • • • • Californian born, Napa Resident Worked in the film industry and culinary field before focusing on the world of Public Relations Recent experience includes working with Wine Market Council, Town of St. Helena, Napa Valley Wine Library Association… Random Tidbit: I can wiggle my ears Lover of Viognier and all types of Bubbles #UWGS @SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf @3rockmarketing @TeplinNuss @LaCremaWines @CleverGirlsColl @MutineerMag
    • 6. Kristy Sammis @KristySF • Manhattan, NY born now a Napa resident • Worked in management consulting before coming out west and ran communications department at Walmart.com • Launched Clever Girls specifically to help brands with social media campaigns and influencer outreach • Random Tidbit: Tried stand-up comedy for a whole 3 months, decided to stick with blogging, began personal blog 8 years ago • Lover of all things sparkling (not limited to wines) #UWGS @SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf @3rockmarketing @TeplinNuss @LaCremaWines @CleverGirlsColl @MutineerMag
    • 7. Mark Gordon @MarkInNorCal • Aspen, CO born now a Healdsburg Resident • Worked in Sports and Fitness Industry before moving to Healdsburg • Owned two companies that developed leading edge web-toprint software and social media apps • Currently Social Media Manager for Jackson Family Wines • Enjoys cooking, trail running and the Wine Country Lifestyle • Random Tidbit: had one (and only one) professional boxing match, and retired undefeated  @SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf @3rockmarketing @TeplinNuss @LaCremaWines @CleverGirlsColl @MutineerMag #UWGS
    • 8. Alan Kropf @AlanKropf • Waterville, WA born now a Napa resident • Founder and President of Mutineer Magazine and Mutant Drink Marketing • 2012 Forbes 30 under 30 & Steve Heimoff's "favorite under-30 mover and shaker in the American wine world” • A random tidbit: Plays bugle jamz • Lover of absinthe. And craft beer. And cocktails. And bourbon. And sparkling water. And juice boxes. And wine. Yes, wine is delicious. @SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf @3rockmarketing @TeplinNuss @LaCremaWines @CleverGirlsColl @MutineerMag #UWGS
    • 9. Traditional Public Relations in the era of new media @AshleyTeplin + @TeplinNuss #UWGS @SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf @3rockmarketing @TeplinNuss @LaCremaWines @CleverGirlsColl @MutineerMag
    • 10. Traditional Wine PR? vs. New Media?
    • 11. Yes to both.
    • 12. Analyze your Online Self.
    • 13. Be a storyteller. On your social networks In press releases In person
    • 14. Create a cohesive PR and Social Networking plan.
    • 15. Get Organized.
    • 16. Be realistic.
    • 17. What not to do... • You can’t do it all well, don’t start something that you cannot finish. • • Everyone notices. Be your ’brand’ self.
    • 18. Top 5 PR Tips PR Meets Social
    • 19. Tip #1 Create an individualized and engaged online and offline voice that is specific to your brand audience.
    • 20. Tip #2 Build your media, social and personal rolodex.
    • 21. Tip #3 Less is more.
    • 22. Tip #4 Don’t say anything online that you wouldn’t say to the media.
    • 23. Tip #5 Ask for help + continue to educate yourself on new ways to build your brand online and in person.
    • 24. Traditional Public Relations in the era of new media @AshleyTeplin + @TeplinNuss #UWGS @SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf @3rockmarketing @TeplinNuss @LaCremaWines @CleverGirlsColl @MutineerMag
    • 25. SOCIAL MEDIA & INFLUENCER OUTREACH @SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf @3rockmarketing @TeplinNuss @LaCremaWines @CleverGirlsColl @MutineerMag
    • 26. 5 MYTHS & MISCONCEPTIONS
    • 27. #1. SOCIAL MEDIA IS ALL HYPE; THERE IS NO ROI
    • 28. % THAT BLOGS 63% ARE MORE LIKELY TO INFLUENCE PURCHASING DECISIONS THAN MAGAZINES
    • 29. 81% % OF CONSUMERS WHO SAY FRIENDS’ SOCIAL MEDIA POSTS DIRECTLY INFLUENCED A PURCHASE DECISION
    • 30. #2. IF YOU BUILD IT THEY WILL COME
    • 31. #3. “WE WANT IT TO GO VIRAL!” image: popdust.com
    • 32. #4. CONTENT IS KING
    • 33. #5. WE NEED TO BUILD RELATIONSHIPS WITH OUR CUSTOMERS
    • 34. 7 WAYS TO BE A ROCKSTAR…
    • 35. (…AND AVOID THE FAIL)
    • 36. #1. CREATE A PLAN THAT 1. SOLVES PROBLEMS 2. MEETS BUSINESS OBJECTIVES
    • 37. #2. KNOW YOUR AUDIENCE
    • 38. #3. “SPRAY & PRAY” IS NOT THE ONLY WAY
    • 39. #4. REACH BEYOND WINE BLOGGERS
    • 40. (REACH BEYOND BLOGGERS ALTOGETHER)
    • 41. #5. BE THOUGHTFUL ABOUT WHO IS INFLUENTIAL TO YOU
    • 42. #6. MEASURE EVERYTHING
    • 43. #7. DON’T JUST BE AN ADVOCATE, BE A TEACHER
    • 44. SOCIAL MEDIA IS LIKE A GIANT COCKTAIL PARTY
    • 45. SOCIAL MEDIA IS LIKE A GIANT COCKTAIL PARTY
    • 46. THANK YOU. (NOW GO PARTY)
    • 47. Managing your Social Media Brand #UWGS @SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf @3rockmarketing @TeplinNuss @LaCremaWines @CleverGirlsColl @MutineerMag
    • 48. A word about disclosure
    • 49. Where do I start?
    • 50. Must Have: Nice to Have Extra Credit
    • 51. Do Fewer Things Better
    • 52. Crunch the Numbers
    • 53. Less Artsy, More Fartsy Or, why you can engage without being 100% on message.
    • 54. Find the Sweet Spot Sweet Not Sweet
    • 55. Repeat what works Do the same thing differently
    • 56. Spend some $$ on ads.
    • 57. Stay Current Find some relevance to wrap your marketing message around. Holidays Events Seasons What’s happening at the winery? • Birthdays • News topics (be careful) • • • •
    • 58. Best Practices for: • • • • Facebook Twitter Instagram Pinterest
    • 59. Source: LinchpinSEO.com
    • 60. Source: LinchpinSEO.com
    • 61. Source: LinchpinSEO.com
    • 62. • Follow others in the industry (esp. influencers). • Tool up! • Retweet regularly. (it’s not bragging) • Hook up, don’t SELL. • Reply when you are mentioned. • Use #hashtags. • Use Instagram to tweet your photos. • Engage people directly.
    • 63. • Don’t unitask. • Make a crappy picture less crappy. • If the picture is good, don’t filter.
    • 64. • Careful with interactions (no agegating). • Photos only, not images. • Create a hashtag.
    • 65. • • • • • Convert to business page. Promote the lifestyle/personality. Repurpose photos. Add the Pin It button. Photos only, not images.
    • 66. • • • • Drive pins to more info. Honor thy copyright. Set yourself up to be noticed. Careful with interactions.
    • 67. Managing your Social Media Brand #UWGS @SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf @3rockmarketing @TeplinNuss @LaCremaWines @CleverGirlsColl @MutineerMag
    • 68. #UWGS @SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf @3rockmarketing @TeplinNuss @LaCremaWines @CleverGirlsColl @MutineerMag
    • 69. NEW WINERIES 1990 - 2000 1,294 NEW WINERIES NEW BREWERIES 1990 - 2000 1,200 NEW BREWERIES
    • 70. NEW WINERIES 1990 - 2000 1,294 NEW WINERIES 2000 - 2010 4,722 NEW WINERIES NEW BREWERIES 1990 - 2000 1,200 NEW BREWERIES 2000 - 2010 204 NEW BREWERIES
    • 71. Beer Consumer Print Magazine Launches All About Beer: 1979 Draft: 2006 Imbibe: 2006 Beer West: 2007 Beer Advocate: 2007 Beer: 2008 Mutineer: 2008 Beer Connoisseur: 2009
    • 72. U.S. Consumer Print Beverage Magazine Launches Decanter: 1975 (UK w/US influence) Quarterly Review of Wines: 1977 (Stopped Printing in 2009) Wine Advocate: 1978 Wine Enthusiast: 1979 Wine Spectator: 1976/1979 All About Beer: 1979 Wine & Spirits: 1981 Wine News Magazine: 1985 (Stopped Printing in 2009) Wine X: 1997 (Stopped Printing in 2007) Draft: 2006 Imbibe: 2006 Beer West: 2007 Beer Advocate: 2007 Beer: 2008 Mutineer: 2008 Beer Connoisseur: 2009
    • 73. “...there is so much good wine on the market today, I think a lot of wineries are struggling with a reason for being there and in getting a competitive differentiation. So the problem is more of a differentiation, not an access issue. It isn't that there aren't a lot of distributors out there willing to sell wine.” - Charlie Merinoff, Chairman, Wine & Spirits Wholesalers of America
    • 74. #UWGS @SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf @3rockmarketing @TeplinNuss @LaCremaWines @CleverGirlsColl @MutineerMag
    • 75. Time for a chat • Video • Visual Works • The Mobile Web • Workplace Guidelines • Measuring Success #UWGS @SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf @3rockmarketing @TeplinNuss @LaCremaWines @CleverGirlsColl @MutineerMag
    • 76. Video • Quality Production • Length • Use Everywhere • Host on YouTube for searches • Advertise It #UWGS @SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf @3rockmarketing @TeplinNuss @LaCremaWines @CleverGirlsColl @MutineerMag
    • 77. #UWGS @SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf @3rockmarketing @TeplinNuss @LaCremaWines @CleverGirlsColl @MutineerMag
    • 78. Visual Works • Photographs • Pinterest / Instagram / Flickr • Visual Paradise • Huge Female Usage #UWGS @SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf @3rockmarketing @TeplinNuss @LaCremaWines @CleverGirlsColl @MutineerMag
    • 79. The Mobile Web • Traffic Growth • Google Searchability • Reduced Navigations • Metrics #UWGS @SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf @3rockmarketing @TeplinNuss @LaCremaWines @CleverGirlsColl @MutineerMag
    • 80. Static #UWGS @SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf @3rockmarketing @TeplinNuss @LaCremaWines @CleverGirlsColl @MutineerMag
    • 81. Mobile #UWGS @SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf @3rockmarketing @TeplinNuss @LaCremaWines @CleverGirlsColl @MutineerMag
    • 82. Workplace Guidelines • Crisis Planning • Employee Guidelines • Legal Advise • Not Going Away #UWGS @SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf @3rockmarketing @TeplinNuss @LaCremaWines @CleverGirlsColl @MutineerMag
    • 83. #UWGS @SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf @3rockmarketing @TeplinNuss @LaCremaWines @CleverGirlsColl @MutineerMag
    • 84. #UWGS @SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf @3rockmarketing @TeplinNuss @LaCremaWines @CleverGirlsColl @MutineerMag
    • 85. #UWGS @SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf @3rockmarketing @TeplinNuss @LaCremaWines @CleverGirlsColl @MutineerMag
    • 86. Measuring Success • Versus Goals • Measurement Tools • Website Traffic • Customer Service #UWGS @SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf @3rockmarketing @TeplinNuss @LaCremaWines @CleverGirlsColl @MutineerMag
    • 87. @SocialAndy @KristySF @AshleyTeplin Questions & Answers @MarkInNorcal #UWGS @AlanKropf @SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf @3rockmarketing @TeplinNuss @LaCremaWines @CleverGirlsColl @MutineerMag