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Social Media "Must Do's" - Lodi Winegrape Comission

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A copy of a Social Media "Must Do's" prepared and presented to members of the Lodi Winegrape Commission by 3 rock marketing. 21st October 2013.

A copy of a Social Media "Must Do's" prepared and presented to members of the Lodi Winegrape Commission by 3 rock marketing. 21st October 2013.

Published in: Social Media, Business, Technology

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  • 1. Social Media Must-Do's Andrew Healy, Chief Social Officer of 1
  • 2. @SocialAndy @VisitNapaValley @SocialAndy / @3RockMarketing / @Lodi_Wine @3RockMarketing 2
  • 3. Andrew Healy •  Dublin Born •  Napa Resident •  Worked in Wine – Production, Logistics, National Account Sales, Retail, Restaurants •  In 5 Countries •  Lecture in Wine & Social Media at SSU •  Clients include Visit Napa Valley, Melka Wines, Chandon, Sea Smoke, Wine Market Council, Napa Point Brewing, Great Wine Capitals, Napa Truffle Festival •  Lover of Riesling & Zinfandel @SocialAndy / @3RockMarketing / @Lodi_Wine &
  • 4. “The Social Circle” @SocialAndy / @3RockMarketing / @Lodi_Wine 4
  • 5. How Do I? @SocialAndy / @3RockMarketing / @Lodi_Wine 5
  • 6. Tips for Success ü  Single Email Address – Internal or Gmail ü  ü  ü  Key Chain Doc Don’t Steal Images – 123rf.com 911 call sign for “outside” incidents ü  Avoid “New Toy Syndrome” @SocialAndy / @3RockMarketing / @Lodi_Wine 6
  • 7. @SocialAndy / @3RockMarketing / @Lodi_Wine 7
  • 8. ü  Claim your URL ü  Fill in your Info ü  Build your Social Circle ü  Check your insights ü  Engage as the Page ü  Add your email list ü  Facebook Advertising @SocialAndy / @3RockMarketing / @Lodi_Wine 8
  • 9. Claim your URL www.facebook.com/username Why? ü  Uniform Branding ü  Search Ranking ü  Looks Professional @SocialAndy / @3RockMarketing / @Lodi_Wine 9
  • 10. Add Your Information Why? ü  Sell Yourself ü  Tell Your Story ü  First Impressions @SocialAndy / @3RockMarketing / @Lodi_Wine 10
  • 11. Build Your “Social Circle” Why? ü  Website is hub ü  Extended Engagement Time ü  Utilize Existing Platforms @SocialAndy / @3RockMarketing / @Lodi_Wine 11
  • 12. Check your Insights Why? ü  Data is power ü  Is it working? ü  Who are you talking to? @SocialAndy / @3RockMarketing / @Lodi_Wine 12
  • 13. Engage as the Page Why? ü  More Genuine ü  Join Conversation ü  Increase Your Reach @SocialAndy / @3RockMarketing / @Lodi_Wine 13
  • 14. Harness your email list Why? ü  Encourage Engagement ü  Increase Your Reach @SocialAndy / @3RockMarketing / @Lodi_Wine 14
  • 15. Facebook Ads www.facebook.com/ads Why? ü  Low Cost ü  Highly Targeted ü  Simple to Start / Manage ü  Real Time Metrics @SocialAndy / @3RockMarketing / @Lodi_Wine 15
  • 16. @SocialAndy / @3RockMarketing / @Lodi_Wine 16
  • 17. ü Capitalize  your  Handle   ü Uniform  Imagery   ü Don’t  Cross-­‐Post   ü Use  Busy  &  Relevant  Hashtags   ü Tweet  Under  110  Characters   ü Manage  with  HootSuite   @SocialAndy / @3RockMarketing / @Lodi_Wine 17
  • 18. Capitalize HANDLE Why? ü  Easier to Read ü  Brand Uniformity ü  Looks Professional @SocialAndy / @3RockMarketing / @Lodi_Wine versus 18
  • 19. Uniform Imagery Why? ü  Reinforces your Brand ü  Consumer Comfort ü  Professional Appearance @SocialAndy / @3RockMarketing / @Lodi_Wine 19
  • 20. Do Not Cross Post Why? ü Respect the SM Outlet ü Respect Your Fans / Followers ü It’s Just Lazy! ü Acceptable to push images to Twitter @SocialAndy / @3RockMarketing / @Lodi_Wine 20
  • 21. Busy & Relevant Hashtags Why? ü  Join the Conversation ü  Get Discovered ü  Increase Tweet Reach @SocialAndy / @3RockMarketing / @Lodi_Wine 21
  • 22. Tweet Under 110 Characters Why? ü Short & Sweet ü Greater ü Don’t chance of RT have to edit your message @SocialAndy / @3RockMarketing / @Lodi_Wine 22
  • 23. Manage with HootSuite Why? ü Easy interface – so much easier that Twitter! ü Team Collaboration ü Mobile & Static @SocialAndy / @3RockMarketing / @Lodi_Wine 23
  • 24. @SocialAndy / @3RockMarketing / @Lodi_Wine 24
  • 25. Google +   ü Google  is  big,  really  BIG   ü Link  to  your  Google  Place  lis7ng   ü Fill  in  your  profile  and  “hyperlink”   ü Increase  SEO  “findability”   ü G+  Sharing  and  +1  are  easy   ü Be  an  early  adopter  and  experiment   ü Be  visual   ü Shorten  your  URL  with  gplus.to   @SocialAndy / @3RockMarketing / @Lodi_Wine 25
  • 26. ü  Op7mize  your  Personal  &  Business  Profiles   ü  Build  a  Network  of  Connec7ons   ü  Recommenda7ons  –  give  &  take   ü  Join  &  Contribute  to  Relevant  &  Related  LinkedIn  Groups   ü  Encourage  Employees  to  Link  to  Your  Business  Profile   ü  Manage  Your  LinkedIn  Time  with  Mobile  Apps   @SocialAndy / @3RockMarketing / @Lodi_Wine 26
  • 27. User Driven Reviews ü  Claim your Listing ü  Converse with both good and bad reviews ü  Be aware of the conversations ü  Include announcements & offer specials @SocialAndy / @3RockMarketing / @Lodi_Wine
  • 28. Yelp – What to do? • Research • Detach • Honesty • Factual • Concise https://www.biz.yelp.com/ @SocialAndy / @3RockMarketing / @Lodi_Wine &
  • 29. Yelp 66 million views per month @SocialAndy / @3RockMarketing / @Lodi_Wine &
  • 30. @SocialAndy / @3RockMarketing / @Lodi_Wine 30
  • 31. Video as a “Viral” Tool ü  You  Tube  gets  2  billion+  Views  a  day   ü  You  Tube  appears  in  Google  searches     ü  Videos  are  “7meless”   ü  Referenced  from  other  outlets   ü  Open  coded  videos  can  be  placed  anywhere  and  drive  views  to  your  channel   @SocialAndy / @3RockMarketing / @Lodi_Wine
  • 32. Video: Must Do List ü  Tag your Channel & Video ü  30-90 seconds in length ü  Create uniform Top & Tails ü  Put your website at the “Top” ü  Leave your code “open” ü  Include a call to action ü  Link to your website in the video description ü  Build your Social Circle @SocialAndy / @3RockMarketing / @Lodi_Wine
  • 33. Photo Sharing ü  Another outlet where you can be found ü  Visual paradise all year long ü  Tag your photo with searched terms ü  Photos are evocative and trigger emotion ü  Optimize your website ü  Say BYE BYE to Flash @SocialAndy / @3RockMarketing / @Lodi_Wine
  • 34. ü  Travel, Food & Wine - HUGE online conversations ü  Easy to use , quick and easy interface ü  Still the current new big thing in Social Media @SocialAndy / @3RockMarketing / @Lodi_Wine
  • 35. ü  Claim your URL – brand uniform ü  Link & Validate your website ü  Make your website “pinable” ü  Add “Pin It” buttons to your website ü  Pin with the Pin Bookmarklet ü  Give credit where it’s due ü  Don’t claim a photo that’s not yours ü  Add Pinterest to your Facebook Page @SocialAndy / @3RockMarketing / @Lodi_Wine 35
  • 36. ü  #Wine = 6.4 million photos – (3.9 mill in March 2013) ü  Now owned by Facebook ü  Open API allows great integration with 3rd Party app to make it easier to manage @SocialAndy / @3RockMarketing / @Lodi_Wine
  • 37. ü  Claim your URL – brand uniform ü  Link your website ü  Only use photos you’ve taken ü  Don’t filter if it doesn’t need it ü  Use appropriate hashtags ü  Push it to Twitter ü  Use ink361.com, Statigram, Nitrogram @SocialAndy / @3RockMarketing / @Lodi_Wine 37
  • 38. Monitoring Risk / Sentiment Management! @SocialAndy / @3RockMarketing / @Lodi_Wine &
  • 39. @SocialAndy / @3RockMarketing / @Lodi_Wine 39
  • 40. Geo Location: Must Do List ü  Claim your venue(s) ü  Encourage check ins ü  Offer specials ü  Claim and manage your Google & Yahoo Maps location ü  Interact 165 million active Android & Apple iOS devices in the U.S. @SocialAndy / @3RockMarketing / @Lodi_Wine
  • 41. QR (Quick Response) Codes ü  Invented in Japan in 1994 ü  Increased Smartphone use allow access ü  Control over destination makes it interesting ü  Make destination interesting / relevant ü  QR to video ü  QR to email (data capture) ü  Metrics @SocialAndy / @3RockMarketing / @Lodi_Wine
  • 42. The “Mobile” Web ü  Huge Traffic Growth in the Mobile Web ü  Google ranks you better is you have a specific mobile site ü  Increased Smartphone use will force uptake ü  First point of contact requires an “Optimized Experience” ü  Ahead of competition @SocialAndy / @3RockMarketing / @Lodi_Wine
  • 43. “Mobile” Specific vs www.TheLightGrape.com @SocialAndy / @3RockMarketing / @Lodi_Wine
  • 44. Mobile Must Do’s ü  Reference your existing analytics ü  Reduce Navigation options to the essential / most visited ü  Weigh up Responsive vs Optimized options ü  Include a “touch to call” options ü  Add Social links @SocialAndy / @3RockMarketing / @Lodi_Wine
  • 45. @SocialAndy / @3RockMarketing / @Lodi_Wine 45
  • 46. Social SEO How Social Media supports SEO ü  Support your key messaging ü  Decide those as part of your strategy ü  Re-enforces your Google presence ü  Repetition is good ü  Image Source - http://www.postano.com/blog/social-seo @SocialAndy / @3RockMarketing / @Lodi_Wine
  • 47. Blogosphere @SocialAndy / @3RockMarketing / @Lodi_Wine 47
  • 48. TTB & Social Media - 1 ü  Social Media is considered “advertising” ü  Wine Market Council Newsletter http://hosted.verticalresponse.com/169750/0063c21c0b/ @SocialAndy / @3RockMarketing / @Lodi_Wine
  • 49. TTB & Social Media - 2 In their words, “Generally speaking the regulation prohibit”: —  —  —  —  —  Statements that are false or untrue. Statements that are inconsistent with approved product labels. False or misleading statements that are disparaging to a competitor’s product. Health related statements that are false or misleading. Misleading guarantees (although money back guarantees are not prohibited). @SocialAndy / @3RockMarketing / @Lodi_Wine
  • 50. 5 Minute Audit @SocialAndy / @3RockMarketing / @Lodi_Wine
  • 51. Policies & Procedures @SocialAndy / @3RockMarketing / @Lodi_Wine
  • 52. Food for Thought “It takes 20 years to build a Reputation and five minutes to ruin it. If you think about that, you'll do things differently.” Warren Buffett Reputation of a social entity (a person, a group of people, an organization) is an opinion about that entity, typically a result of social evaluation on a set of criteria. It is important in education, business and online communities (source: wikipedia) @SocialAndy / @3RockMarketing / @Lodi_Wine &
  • 53. Food for Thought, in Sonoma @SocialAndy / @3RockMarketing / @Lodi_Wine &
  • 54. @SocialAndy / @3RockMarketing / @Lodi_Wine &
  • 55. @SocialAndy / @3RockMarketing / @Lodi_Wine &
  • 56. @SocialAndy / @3RockMarketing / @Lodi_Wine &
  • 57. @SocialAndy / @3RockMarketing / @Lodi_Wine &
  • 58. @SocialAndy / @3RockMarketing / @Lodi_Wine &
  • 59. Even in the Wine Biz @SocialAndy / @3RockMarketing / @Lodi_Wine &
  • 60. Natalie MacLean Breaking the law CAN Spam Act 2003 @SocialAndy / @3RockMarketing / @Lodi_Wine &
  • 61. Scott Harvey Wines Set & Forget @SocialAndy / @3RockMarketing / @Lodi_Wine &
  • 62. Hurricane Sandy Total Fatalities 285 @SocialAndy / @3RockMarketing / @Lodi_Wine &
  • 63. And on it’s fringes UNF**KINGSUBSCRIBE “…a man of absolutely no integrity…” @SocialAndy / @3RockMarketing / @Lodi_Wine &
  • 64. Be STUPID? • Structure • Training • Understanding • Planning • Information • Document @SocialAndy / @3RockMarketing / @Lodi_Wine &
  • 65. What Do We Do... —  Social Media Set Up | Training | Strategy | Optimization | Advertising | Reporting | Monitoring | Output | Viral Campaign Management | At Event Coverage | Workplace Policies, Procedures & Guidelines | Custom Facebook Development | f-commerce —  Website Development & Design Design | Creation | Coding | Content Creation | Analytics | Integration | Hosting | Management | e-Commerce | Mobile Optimization —  Email Marketing Template Creation | Social Media Integration | Analytics | Video Email —  Visual Media Photography | Videography | Graphic Design —  New Media Relations @SocialAndy / @3RockMarketing / @LodiWine 65
  • 66. www.facebook.com/3RockMarketing www.twitter.com/3RockMarketing www. .com 66