2013 Wine Country Hospitality Symposium - Social Media Presentation

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Case Studies in Social Media that were presented at the 2013 Wine Country Hospitality Symposium

Case Studies in Social Media that were presented at the 2013 Wine Country Hospitality Symposium

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  • 1. 8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM March 26, 2013 Napa Valley College @PiazzaMarketing #WCHS13 www.fb.com/BECatNVC @winotone @SocialAndy @sharayray @KalaPhilo 8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM AT NAPA VALLEY COLLEGE
  • 2. KEY STRATEGIES IN SOCIAL MEDIA FACILITATOR :: HEATHER PIAZZA PANEL MEMBERS :: JAMES MARSHALL BERRY ANDREW HEALY SHANA RAY KALA PHILO @PiazzaMarketing #WCHS13 www.fb.com/BECatNVC @winotone @SocialAndy @sharayray @KalaPhilo 8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM AT NAPA VALLEY COLLEGE
  • 3. HEATHER PIAZZA PRINCIPAL, PIAZZA MARKETING CONCEPTS MARKETING ADVISOR, NAPA VALLEY COLLEGE @PIAZZAMARKETING /PIAZZAMARKETINGCONCEPTS Facilitator @PiazzaMarketing #WCHS13 www.fb.com/BECatNVC @winotone @SocialAndy @sharayray @KalaPhilo 8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM AT NAPA VALLEY COLLEGE
  • 4. JAMES MARSHALL BERRY CEO, WINE & THE WEB @WINOTONE /WINEANDTHEWEB Rules of the Web @PiazzaMarketing #WCHS13 www.fb.com/BECatNVC @winotone @SocialAndy @sharayray @KalaPhilo 8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM AT NAPA VALLEY COLLEGE
  • 5. How to Make Your Winery Play with the “Big Boys.” Walk the walk Be the ball, Danny Play on their field @PiazzaMarketing #WCHS13 www.fb.com/BECatNVC @winotone @SocialAndy @sharayray @KalaPhilo 8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM AT NAPA VALLEY COLLEGE
  • 6. Be Bigger Than You Are. Social, Social, Social Target Ads Targeted Newsletter Associations & Trade Shows Showing up is still 90% @PiazzaMarketing #WCHS13 www.fb.com/BECatNVC @winotone @SocialAndy @sharayray @KalaPhilo 8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM AT NAPA VALLEY COLLEGE
  • 7. @PiazzaMarketing #WCHS13 www.fb.com/BECatNVC @winotone @SocialAndy @sharayray @KalaPhilo 8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM AT NAPA VALLEY COLLEGE
  • 8. @PiazzaMarketing #WCHS13 www.fb.com/BECatNVC @winotone @SocialAndy @sharayray @KalaPhilo 8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM AT NAPA VALLEY COLLEGE
  • 9. @PiazzaMarketing #WCHS13 www.fb.com/BECatNVC @winotone @SocialAndy @sharayray @KalaPhilo 8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM AT NAPA VALLEY COLLEGE
  • 10. ANDREW HEALY CSO, 3 ROCK MARKETING @SOCIALANDY @3ROCKMARKETING /3ROCKMARKETING Social Media & Website Case Study Balloons Above the Valley @PiazzaMarketing #WCHS13 www.fb.com/BECatNVC @winotone @SocialAndy @sharayray @KalaPhilo 8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM AT NAPA VALLEY COLLEGE
  • 11. The Social Circle. @PiazzaMarketing #WCHS13 www.fb.com/BECatNVC @winotone @SocialAndy @sharayray @KalaPhilo 8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM AT NAPA VALLEY COLLEGE
  • 12. Starts With Your Website. @PiazzaMarketing #WCHS13 www.fb.com/BECatNVC @winotone @SocialAndy @sharayray @KalaPhilo 8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM AT NAPA VALLEY COLLEGE
  • 13. Making it New... @PiazzaMarketing #WCHS13 www.fb.com/BECatNVC @winotone @SocialAndy @sharayray @KalaPhilo 8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM AT NAPA VALLEY COLLEGE
  • 14. Making it Social… @PiazzaMarketing #WCHS13 www.fb.com/BECatNVC @winotone @SocialAndy @sharayray @KalaPhilo 8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM AT NAPA VALLEY COLLEGE
  • 15. And… Making it Mobile. @PiazzaMarketing #WCHS13 www.fb.com/BECatNVC @winotone @SocialAndy @sharayray @KalaPhilo 8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM AT NAPA VALLEY COLLEGE
  • 16. Great Video…Everywhere. http://youtu.be/wuLX-nYf0K8 @PiazzaMarketing #WCHS13 www.fb.com/BECatNVC @winotone @SocialAndy @sharayray @KalaPhilo 8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM AT NAPA VALLEY COLLEGE
  • 17. Drive People to What You’ve Created. @PiazzaMarketing #WCHS13 www.fb.com/BECatNVC @winotone @SocialAndy @sharayray @KalaPhilo 8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM AT NAPA VALLEY COLLEGE
  • 18. SHANA RAY CONTENT DIRECTOR & MARKETING STRATEGIST @SHARAYRAY /SHANA.RAY Social Influence Make a Stand Lemon-Aid Case Study @PiazzaMarketing #WCHS13 www.fb.com/BECatNVC @winotone @SocialAndy @sharayray @sharayray @KalaPhilo 8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM AT NAPA VALLEY COLLEGE
  • 19. @VivienneHarr @PiazzaMarketing #WCHS13 www.fb.com/BECatNVC @winotone @SocialAndy @sharayray @sharayray @KalaPhilo 8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM AT NAPA VALLEY COLLEGE
  • 20. Make a Stand Lemon-aid. @PiazzaMarketing #WCHS13 www.fb.com/BECatNVC @winotone @SocialAndy @sharayray @sharayray @KalaPhilo 8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM AT NAPA VALLEY COLLEGE
  • 21. Make a Stand’s Start. One girl One lemonade stand & One Twitter account Words by her, typing by her dad. @PiazzaMarketing #WCHS13 www.fb.com/BECatNVC @winotone @SocialAndy @sharayray @sharayray @KalaPhilo 8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM AT NAPA VALLEY COLLEGE
  • 22. Make a Stand’s Mission. To end child slavery in our lifetime – one bottle at a time. @PiazzaMarketing #WCHS13 www.fb.com/BECatNVC @winotone @SocialAndy @sharayray @sharayray @KalaPhilo 8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM AT NAPA VALLEY COLLEGE
  • 23. Lessons Learned. • Invest in social influence programs. – Relationships take time to build. • Don’t ignore social influencers. – They can become your biggest brand advocates. – Show respect to influencers & they will respect your brand. • Engage with social influencers early & often. – They have the power to make or break campaigns. • Test brand messages with them pre-launch & carefully monitor their feedback during the duration of the campaign. @PiazzaMarketing #WCHS13 www.fb.com/BECatNVC @winotone @SocialAndy @sharayray @sharayray @KalaPhilo 8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM AT NAPA VALLEY COLLEGE
  • 24. Important Tips. • Use services like Twellow & Listorious to search for Twitter influencers in your target. • Create Twitter lists of influencers. • Create a spreadsheet to track conversations. @PiazzaMarketing #WCHS13 www.fb.com/BECatNVC @winotone @SocialAndy @sharayray @sharayray @KalaPhilo 8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM AT NAPA VALLEY COLLEGE
  • 25. @PiazzaMarketing #WCHS13 www.fb.com/BECatNVC @winotone @SocialAndy @sharayray @sharayray @KalaPhilo 8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM AT NAPA VALLEY COLLEGE
  • 26. KALA PHILO FOUNDER, SPACIOUS ECONOMY MEDIA @KALAPHILO @FARMSHORTS /SPACIOUSECONOMY /FARMSHORTS Video & the Web @PiazzaMarketing #WCHS13 www.fb.com/BECatNVC @winotone @SocialAndy @sharayray @KalaPhilo @KalaPhilo 8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM AT NAPA VALLEY COLLEGE
  • 27. What Businesses Don’t Really Need Video? • B2B with in a competitive landscape where there is a shortage of what you offer. – Example: a Marin County organic dairy. • You are the only game in town - no one else is like you, differentiating is not important. – Example: Flagship historic lodges in national parks. @PiazzaMarketing #WCHS13 www.fb.com/BECatNVC @winotone @SocialAndy @sharayray @KalaPhilo @KalaPhilo 8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM AT NAPA VALLEY COLLEGE
  • 28. Video Goodness. Good video… • Differentiates your business • Creates a connection • Results in deeper engagement with your audience • Can have better ROI relative to print • Video improves website performance & findability @PiazzaMarketing #WCHS13 www.fb.com/BECatNVC @winotone @SocialAndy @sharayray @KalaPhilo @KalaPhilo 8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM AT NAPA VALLEY COLLEGE
  • 29. A Good Sticky Marketing Video is... • • • • • • • Short Engaging Story-driven Audience-focused Aligned with brand Professionally produced Properly positioned in context of website @PiazzaMarketing #WCHS13 www.fb.com/BECatNVC @winotone @SocialAndy @sharayray @KalaPhilo @KalaPhilo 8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM AT NAPA VALLEY COLLEGE
  • 30. Lights, Camera, Action! Pre-Production Process: What to Expect. • Pre-production • Shoot day • Post • Distribution, performance, analytics @PiazzaMarketing #WCHS13 www.fb.com/BECatNVC @winotone & @SocialAndy @sharayray @KalaPhilo @KalaPhilo 8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM AT NAPA VALLEY COLLEGE
  • 31. @PiazzaMarketing #WCHS13 www.fb.com/BECatNVC @winotone @SocialAndy @sharayray @KalaPhilo @KalaPhilo 8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM AT NAPA VALLEY COLLEGE
  • 32. QUESTION & ANSWER SESSION @PiazzaMarketing #WCHS13 www.fb.com/BECatNVC @winotone @SocialAndy @sharayray @KalaPhilo 8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM AT NAPA VALLEY COLLEGE