0
Tapping'into'Social'Media'
Smart'phones'are'ge4ng'smarter'.'.'.'
Search'is'the'fiber'that'connects'the'
web'.'.'.'Doug'Cook'–'Ablegrape.com'
The'Customer'is'in'control'
There’s'no'holding'it'back'
Confused?'
The$Most$Compe,,ve$Wine$
Market$in$Human$History$$
Telling'the'same'story'
There'are'almost'no'advantages'to'buy'direct'
from'a'winery.'
Prepare'for'the'toughest'fight'ever.'
Social'media'is'not'the'panacea.'
Customer'RelaFonships'(past)'
The'new'customer'relaFonship'
Social'Media'is'the'thin'connecFon'with'
customers'between'the'strong'ones.'
Social'is'a'public'1:1'twoKway'
conversaFon.'
ROI'
ROI'
#proof'
“An'extra'halfKstar'on'Yelp'reduces'reservaFon'
availability'by'approximately'19'percentage'
points.”'K'The'Econom...
An'average'winery'gets'2'–'20'
organic'menFons'per'week'
Over'80%'of'those'go'unanswered'
Wine'and'Social'Media'
ONE'DOES'NOT'SIMPLY'
WALK'INTO'MORDOR'
Some'hard'hi4n’'
stats'
•  An'average'of'1.5'million'organic'conversaFons'
about'wine'
•  450K'new'people'talking'about'wi...
Wine
consumers
now self
identify'
Listen and
respond to
YOUR
customers'
Listen and
respond to
competitors
customers'
Listen and
respond to
nearby
locations'
Listen and
respond to
people
talking
varieties'
Our'customer'interacFons'are'myopic'
I'am'the'sum'of'my'parts'
Foodspotting!
Pmabray!
!
!
!
!
Instagram!
pmabray!
!
!
!
!
!
Foursquare!
Paul M.!
Paul Mabray!
T...
Texture'aka'Context'is'Everywhere'
If you make customers unhappy in the
physical world, they might each tell 6
friends. If you make customers
unhappy on the ...
When'Social'Media'
Goes'Wrong'
Follow'the'Pareto'aka'Social'
White'Glove'Treatment'
Reward'your'customers'
Reward'your'best'advocates'
Connect'with'customers'who'
visit'
The'old'raFng'system'
The'new'raFng'system'
The'Old'CriFc'
The'Old'CriFc'
The'New'CriFc'
The'New'CriFc'
The'New'CriFc'
The'New'CriFc'
The'New'CriFc'
For'people'
under'40,'
70%'of'the'
content'they'
read'online'
has'been'
wrigen'or'
shared'by'
somebody'
they'know.'
'
'
YOU'ARE'A'MEDIA'COMPANY'
“Content'will'be'the'future'of'adverFsing,'people'distribuFng'and'creaFng'content'
for'your'brand'will'be'the'barometer'of...
='
Many'Hands'Make'Light'Work'
•  Listen'and'engage'where'&'when''
appropriate'
•  Tell'YOUR'story''
•  Encourage'brand'interacFons'
•  Service,'service,...
Tapping Into Social Media 2014 - Paul Mabray
Tapping Into Social Media 2014 - Paul Mabray
Tapping Into Social Media 2014 - Paul Mabray
Tapping Into Social Media 2014 - Paul Mabray
Tapping Into Social Media 2014 - Paul Mabray
Tapping Into Social Media 2014 - Paul Mabray
Tapping Into Social Media 2014 - Paul Mabray
Tapping Into Social Media 2014 - Paul Mabray
Tapping Into Social Media 2014 - Paul Mabray
Tapping Into Social Media 2014 - Paul Mabray
Tapping Into Social Media 2014 - Paul Mabray
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Tapping Into Social Media 2014 - Paul Mabray

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Transcript of "Tapping Into Social Media 2014 - Paul Mabray"

  1. 1. Tapping'into'Social'Media'
  2. 2. Smart'phones'are'ge4ng'smarter'.'.'.'
  3. 3. Search'is'the'fiber'that'connects'the' web'.'.'.'Doug'Cook'–'Ablegrape.com'
  4. 4. The'Customer'is'in'control'
  5. 5. There’s'no'holding'it'back'
  6. 6. Confused?'
  7. 7. The$Most$Compe,,ve$Wine$ Market$in$Human$History$$
  8. 8. Telling'the'same'story'
  9. 9. There'are'almost'no'advantages'to'buy'direct' from'a'winery.'
  10. 10. Prepare'for'the'toughest'fight'ever.'
  11. 11. Social'media'is'not'the'panacea.'
  12. 12. Customer'RelaFonships'(past)'
  13. 13. The'new'customer'relaFonship'
  14. 14. Social'Media'is'the'thin'connecFon'with' customers'between'the'strong'ones.'
  15. 15. Social'is'a'public'1:1'twoKway' conversaFon.'
  16. 16. ROI'
  17. 17. ROI'
  18. 18. #proof' “An'extra'halfKstar'on'Yelp'reduces'reservaFon' availability'by'approximately'19'percentage' points.”'K'The'Economic'Journal,'5'October'2011' ' ' ' '
  19. 19. An'average'winery'gets'2'–'20' organic'menFons'per'week' Over'80%'of'those'go'unanswered'
  20. 20. Wine'and'Social'Media'
  21. 21. ONE'DOES'NOT'SIMPLY' WALK'INTO'MORDOR'
  22. 22. Some'hard'hi4n’' stats' •  An'average'of'1.5'million'organic'conversaFons' about'wine' •  450K'new'people'talking'about'wine'on'social' media' •  Over'60M'“quality”'conversaFons'about'wine'on' SM'in'the'last'5'years'from'600'million'analyzed' conversaFons' •  Over'16'million'people'profiled'that'menFoned' wine'1x'on'SM'
  23. 23. Wine consumers now self identify'
  24. 24. Listen and respond to YOUR customers'
  25. 25. Listen and respond to competitors customers'
  26. 26. Listen and respond to nearby locations'
  27. 27. Listen and respond to people talking varieties'
  28. 28. Our'customer'interacFons'are'myopic'
  29. 29. I'am'the'sum'of'my'parts' Foodspotting! Pmabray! ! ! ! ! Instagram! pmabray! ! ! ! ! ! Foursquare! Paul M.! Paul Mabray! Twitter! @pmabray! ! ! ! ! Facebook! Paul Mabray! ! ! ! ! ! Google +! pemabray!
  30. 30. Texture'aka'Context'is'Everywhere'
  31. 31. If you make customers unhappy in the physical world, they might each tell 6 friends. If you make customers unhappy on the Internet, they can each tell 6,000 friends. -Jeff Bezos !
  32. 32. When'Social'Media' Goes'Wrong'
  33. 33. Follow'the'Pareto'aka'Social' White'Glove'Treatment'
  34. 34. Reward'your'customers'
  35. 35. Reward'your'best'advocates'
  36. 36. Connect'with'customers'who' visit'
  37. 37. The'old'raFng'system'
  38. 38. The'new'raFng'system'
  39. 39. The'Old'CriFc'
  40. 40. The'Old'CriFc'
  41. 41. The'New'CriFc'
  42. 42. The'New'CriFc'
  43. 43. The'New'CriFc'
  44. 44. The'New'CriFc'
  45. 45. The'New'CriFc'
  46. 46. For'people' under'40,' 70%'of'the' content'they' read'online' has'been' wrigen'or' shared'by' somebody' they'know.' ' '
  47. 47. YOU'ARE'A'MEDIA'COMPANY'
  48. 48. “Content'will'be'the'future'of'adverFsing,'people'distribuFng'and'creaFng'content' for'your'brand'will'be'the'barometer'of'your'adverFsing'success.”' ' Barry'Schuler'–'' former'CEO'AOL/Time'Warner/CEO'Meteor'Vineyards'
  49. 49. ='
  50. 50. Many'Hands'Make'Light'Work'
  51. 51. •  Listen'and'engage'where'&'when'' appropriate' •  Tell'YOUR'story'' •  Encourage'brand'interacFons' •  Service,'service,'service' •  YOLO' ! – Paul Mabray ! – CEO! – paul@vintank.com! – 707.320.8891! – @pmabray!
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