Social Media Marketing for the Wine Industry - Silicon Valley Business Journal

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The wine industry has been one of the slowest industries to adopt internet-based technologies. There is a big opportunity for wine brands to engage directly with those who drink the wine. Relationships sell wine!

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  • @Trey Rulon agree
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  • I really liked that you mentioned Winery Social Index
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  • The wine industry has been one of the slowest industries to adopt internet-based technologies.

    Baacco The Community Based Wine Marketplace
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  • For more info visit: Baacco The Community Based Wine Marketplace
    thinly sliced tuna loin. It was blood red, just like rare tuna should be, and lightly drizzled with local olive oil and fresh cracked pepper. Very simple,
    For more info visit: www.baacco.com
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Social Media Marketing for the Wine Industry - Silicon Valley Business Journal

  1. 1. + Social Media Marketing for the Wine Industry Presented for the Silicon Valley Business Journal in San Jose, CA| July 17th, 2013
  2. 2. + About the Presenter Founder and Principal at Earthsite, a digital media agency for sustainable brands. Learn more at JoeyShepp.com
  3. 3. + Road Map !  Social Media Overview !  Wine Marketing Strategies !  Wine Industry Case Studies and Resources !  Specific Social Network Strategies (Time Permitting) Ask Questions Anytime!
  4. 4. +What is Social Media Marketing?
  5. 5. + Social Media Marketing, Defined !  Social media marketing is building a social network of fans, followers and connections using relevant and interesting content that allows businesses to reach and engage more people and drive more sales.
  6. 6. + Social Media Marketing is Story Telling ! Consumers expect more than just a product or service, they want a story to engage with. ! What is your brand’s story? How can you make storytelling a practice? 49% of American wineries have a dedicated marketing manager who creates and publishes content on social networks.
  7. 7. + Social Media Marketing is Getting People to Talk about your Brand ! The number one reason people buy wine is based on recommendation. ! Professional critics no longer rule wine popularity
  8. 8. + The New Media Model
  9. 9. +Wine Marketing Strategies
  10. 10. + Wine Industry Slow to Adopt Social Media !  The wine industry has been one of the slowest industries to adopt internet-based technologies !  Big opportunity for Wine brands to engage directly with those who drink the wine !  Relationships sell wine
  11. 11. + Wine is a Fragmented Market !  130,000 domestic & imported wines introduced each year! !  A market that is incredibly fragmented !  Difficult to develop brand loyalty
  12. 12. + Building Buzz for your Wine Brand Your Wine Brand Power Groups • Wine Spectator • Wines and Vines • Wine Enthusiast Magazine New Media Influencers • Gary Vaynerchuk • Robert Parker • 1 Wine Dude Owned Media • Website/Blog • Facebook • Twitter • Etc. Wine-Specific Social Networks • Snooth • Wine 2.0 Viral Content • Humor • Stories • Photos/Videos Onsite Visitors • Wine Tourism • Social Media Subscribers • Incentives to Join
  13. 13. + Develop a Content Strategy ! Predefine Topics ! Content Schedule ! Designate Content Producers ! Cross-Network Posting ! Get comfortable with transparency
  14. 14. + Develop a Social Media Policy !  Define your Brand tone and voice !  What to talk about !  What not to talk about !  What to do when negative comments arise !  Who to alert when certain issues come up !  Ultimately, a training guide for new managers to ensure the brand voice stays consistent
  15. 15. + Wine Industry Specific Strategies !  Winery Tourism !  Relive/share the experience on social media !  Ongoing brand relationship !  Experiential Content !  Content that reminds people of a positive memory !  Video/photo !  Encourage story sharing !  Virtual Experience !  Webcast tastings, Q/A !  Video reuse in Social Media
  16. 16. + Common Questions ! What should you measure? !  Community: Fans/Followers/Subscribers !  Engagement: Likes/Retweets/Shares ! What is the right ratio of activity to fans? !  Depends on specific social network:Twitter more frequent, Facebook more quality. !  Generally, the more the better, so long as they are quality !  See competitors for baseline
  17. 17. + Social Media Return on Investment !  Expect 6-12 months to see an impact on sales !  Allow time to grow your network… like growing a vineyard, you must allow the the vines to grow before you can expect to get fruit. !  Think of building “Social Currency” … the more good will you generate with fan, the more likely they will share your product.
  18. 18. + Measuring Social Media ROI !  Online Purchases !  Relatively easy to track marketing sources to purchases and correlate which efforts are selling the most wine. !  Offline Purchases !  Retail is much harder to track !  Use a “baseline” method where you check sales before and after social media campaigns !  Use VinTank to compare your social media stats with compeditors !  Use physical coupons that can be tracked offline
  19. 19. + Common Concerns !  Negative Feedback / Complaints !  Respond quickly !  Respond privately for charged issues !  Seek to satisfy and delight, not defend !  Time to Manage Social Media !  15 minutes a day after setup !  …But must stay consistent
  20. 20. + Social Media Don’ts ! Don’t pitch, overtly self-promote or offer incentives to get reviews or sharing ! Avoid sharing personal information about politics, religion or other heated subjects
  21. 21. + Wine Industry Social Media Case Studies and Resources
  22. 22. + WineLibrary.tv – Changing the Wine World !  Gary Vaynerchuk, author and public speaker drives social media. !  Launched February of 2006 !  Regular video series, 1000+ episodes !  135,000 Fans on Facebook !  991,000 Followers on Twitter
  23. 23. + WineLibrary.com !  Super wine shopping website !  Delivered to your door !  Extensive selection, lots of “deals” !  Known for excellent customer service !  Uses WineLibrary.TV as a marketing vehicle
  24. 24. + Cork’d: Social Network for Wine Lovers and Wineries, Acquired !  Launched in February 2006 !  Acquired by WineLibrary.TV in May of 2007 !  User generated content !  Ad revenue model !  2,000+ new users per month !  2,000+ reviews per month
  25. 25. + Vintank – Powering Social Intelligence for the Wine Industry !  The Wine Industry’s best tool for connecting your customers within the social ecosphere !  1 million wine-related conversations tracked per day !  Brand mentions, customer profiles, top customers !  Context to commerce, timing/ customer match, waiting for the right signal, then taking action !  $35-$150/month
  26. 26. + Winery Social Index – Top 50
  27. 27. + Sample: Bonny Doon Vineyard
  28. 28. + Klout – Top Wine Influencers
  29. 29. + Snooth.com – Drink Better Wines !  Focused on the shopping experience, allowing users to compare prices across merchants. !  Facebook integration in 2012 allows wine tasking review to be posted on personal timelines !  28,000 Facebook Likes !  12,000 Followers on Twitter !  328 on Google+
  30. 30. + Wine-Searcher.com – Price Comparison !  The Wine-Searcher search engine lists 5,468,814 wines and prices from 37,883 merchants around the world !  Wine retailers can include their price lists for free !  Pro Version !  Access to complete, current and historical data !  $39/year
  31. 31. + CellarTracker.com – Inventory Management Gone Social !  Focused on inventory management, with integrated professional wine reviews with personal inventory and premium service offering automatic inventory valuation. !  Launched 2004 !  Popular Wines !  Tasting Notes by Users
  32. 32. + VinCellar (Powered by VinFolio) !  Online wine cellar management system !  An active online community !  Tasting notes and reviews !  Seamless integration with Vinfolio, online store and marketplace !  Mobile App for Price Checking
  33. 33. + Adegga – Social Wine Discovery !  Track your favorite wines and get recommendations from people you know. !  Organize your wines – track the wines you taste, make a wish list or organize your home cellar. !  International focus !  4,100 Likes on Facebook !  2,840 Follows on Twitter
  34. 34. + BottleNotes – Good People. Great Wine. !  Bottlenotes is the premier online wine community, where wine enthusiasts come to learn about wine, share wine tasting notes, and buy great boutique and estate wines from around the world. !  Wine Clubs, Gifts and Registries !  Track Wine in “My Wine Cellar” !  The Daily Sip Email Newsletter !  167,000 Fans on Facebook !  11,600 Followers on Twitter
  35. 35. + Using Social Media to Promote an Underdog Wine !  Pacific Rim decided to buck traditional wine industry marketing tactics and go after that group, investing nearly $10,000 in a social media campaign to establish its niche. !  “We wanted to turn passive wine drinkers into riesling zealots” !  Campaign components !  Custom website: http://www.rieslingrules.com/ !  Created and published the “Riesling Rules Book,” gave away 65,000 e-book copies !  Facebook Page Pacific Rim Riesling Rules !  Catchy videos and calendar cube giveaways for liking page, 11k fans in first two weeks !  $1,000 Contest, 15k fans in 10 weeks !  Results !  30,000 Facebook Fans today !  Selling 200,000 cases of wine a year !  Total Campaign Budget: $10,000 CASE STUDY: Pacific Rim in Portland, Oregon
  36. 36. + Specialized Marketing Firms for Wine and Food Able Social - NY Grow Creative - Portland
  37. 37. + SF Bay Area Wine Marketing Firms !  Jean Arnold / Founder, Jean Arnold Group, President, Hanzell Vineyards, 103 E. Napa St., Ste. C, Sonoma 95476; 707-935-7020; www.jeanarnoldgroup.com !  Veronica Barclay / Owner, Barclay & Company, P.O. Box 71, St. Helena 94574; 707-963-3185; www.barclayandco.com !  Jeremy Benson / President, Benson Marketing Group, 2700 Napa Valley Corporate Drive, Ste. H, Napa 94558; 707-254-9292; www.bensonmarketing.com !  David Biggar / Managing Director,Vintage Point, 564 Broadway, Sonoma 95476; 707-939-6766; www.vintagepoint.com !  Barbara Bowman and Jan Mettler / Partners, Boss Dog Marketing, P.O. Box 1494, Healdsburg 95448; 707-433-8484 !  Elizabeth Candelario / Director of Consumer Sales & Marketing, Chateau Montelena, 1429 Tubbs Lane, Calistoga 94515; 707-942-5105; www.montelena.com !  John Gillespie / Partner,Wine Colleagues, P.O. Box 536, St. Helena 94574; 707-963-9009; www.winecolleagues.com !  Mark Feinberg / Vice President of Marketing,White Rocket Wine Co., 455 Devlin Road, Ste. 210, Napa 94558; 707-254-4811 !  Dan Leese / President and partner, 585 Wine Partners, 585 W. First St., Sonoma 95476; 707-933-2640; www.585winepartners.com !  Christopher Lynch / Chief Marketing Officer, Beam Wine Estates, 375 Healdsburg Ave., Second Floor, Healdsburg 95448; 707-433-8268; www.beamwineestates.com !  Mike Lynch and Jean Jacoté / Partners, Big Bang Communications, 10 Brookside Drive, San Anselmo 94960; 415-250-2373; www.bigbangcommunications.com !  Christine Martin / Owner, Firefly Creative Co., 432 Center St., Ste. A, Healdsburg 95448; 707-433-6044; www.fireflycompany.com !  Michael Merriman / Owner, Paladin Wine Marketing, 2081 Cuttings Wharf Road, Napa 94559; 707-253-9065; www.paladinwine.net !  Paul Novak / Owner, Novak & Associates, 3448Young Ave., Napa 94558; 707-246-3060; !  Jim Razzino / Weibel Family Wine Group, P.O. Box 87, Woodbridge 95258; 800-932-9463; www.weibel.com !  Gib Rockwood / Senior Vice President of Marketing,Wilson Daniels Ltd., 1201 Dowdell Lane, St. Helena 94574; 707-963-9661; www.wilsondaniels.com !  Craig Root / Owner, Craig Root & Associates, 10 Upland Road, St. Helena, CA 94574; 707-963-7589; www.craigroot.com !  Don Sebastiani Jr. / Director of Marketing, Don Sebastiani & Sons, P.O. Box 1248, Sonoma 95476; 707-933-1704; www.donandsons.com !  Jay Schuppert / President, Director of Marketing & Sales, Cuvaison Estate Wines, 4550 Silverado Trail North, Calistoga 94515; 707-942-6266; www.cuvaison.com !  Elaine Smith / Wine marketing consultant and owner,Wine Savvy, 2924 Marty Way, Sacramento 95818; 916-444-1909; www.winesavvyconsulting.com !  John Stallcup / Principal, Stallcup & Associates, 3513 Foxridge Court, Napa 94558; 707-252-7340 !  Neil Tallantire / Senior Vice President of Marketing, Diageo Chateau & Estates Wines, 240 Gateway Road West, Napa 94558; 707-299-2600; www.diageowines.com !  Paul and Jennifer Tincknell / Partners,Tincknell & Tincknell, P.O. Box 1879, Healdsburg, CA 95448; 707-433-3671; www.marketingwine.com !  DanWildermuth / Vice President of Marketing, Rodney Strong Vineyards, 11455 Old Redwood Highway, Healdsburg 95448; 707-433-6521; www.rodneystrong.com
  38. 38. + Social Media Jobs in Wine !  14 Jobs Listed Currently on WineJobs.com relating to “Social Media”
  39. 39. + Social Media Recommended Tools & Tips
  40. 40. + Facebook Stats 2012 !  Over 1 billion users !  71% of US Population is using Facebook !  40% of Facebook users are age 35 and older !  Wineries on Facebook !  94% of U.S.Wineries Are On Facebook (73% on Twitter) !  47% of US wineries said that Facebook helps them generate sales (72% sell wine on their website)
  41. 41. + Facebook Page Strategy !  A “Page” is different than a personal profile !  Graphic Setup !  Content Production !  Apps (i.e. Contests) !  Wildfire !  Social Candy !  Insights (Stats)
  42. 42. + Facebook Content Examples !  Questions: Polls and surveys !  Event homepages and registration pages !  Archived email marketing newsletters !  Links to Blogs (yours and others’) !  Links to Websites (yours, and others in your area of expertise) !  Relevant videos, photos and podcasts
  43. 43. + Twitter – Pulse of the Planet !  Short Format Blogging !  140 character limit !  Totally public forum !  Focus on headlines/links !  Content !  Listen/Respond !  Frequent updates !  Gaining Followers !  Monitor keywords related to your brand and competitors !  Follow others, hope for follow- back !  Recommended Tools !  Hootsuite !  TweetBot for iOS and Mac !  TweetDeck
  44. 44. + Facebook vs.Twitter ! Facebook is the superior social media platform for generating sales (48% for Facebook vs. 28% for Twitter). ! But Twitter is seen as better at capturing media attention (53% for Twitter vs. 32% for Facebook).
  45. 45. + YouTube – The New TV !  Get comfortable with video !  People love video !  Reveals transparency !  Demonstrate Lifestyle !  Single Cut Videos avoid editing! !  SetupYouTube Channel !  Graphics and branding !  Regular video uploads !  Build playlists of other favorite videos !  Respond to comments
  46. 46. + Pinterest – A Social Scrapbook !  What is Pinterest? !  Pinterest is a visually- beautiful, digital bulletin board that takes your magazine cutting and scrapbooking habit online, and makes it searchable for others with similar interests. !  Visual Lovers Paradise !  Pinterest is perfect for wineries and wine regions looking to engage potential customers online with cool visual (image + video) elements of their winery and wines, pairings and recipes, new label ideas, etc.
  47. 47. + Instagram – Photo Blogging !  Mobile-Based Platform !  iPhone/Android Smartphone Cameras !  Filters for the Romantic !  Easy to apply filters allow for artistic photos !  Photographer on Staff !  Define Instragram photographers who can take photos of the everyday work, events, behind the scenes and lifestyle shots.
  48. 48. + LinkedIn – B-to-B Networking !  Setup Complete Profiles !  Employee Profiles !  Company Profile !  Participate !  Join Groups !  Read News !  Post Links/Info !  Input Contacts !  CardMunch Mobile App
  49. 49. + Email Marketing !  Email StillVital !  People Check Email First !  Setup Mechanics !  Email Template !  Subscription Forms !  Import Subscribers !  Recommended Services !  MailChimp !  Constant Contact !  Vertical Response
  50. 50. + Questions?
  51. 51. + References & Sources !  http://www.slideshare.net/pierrickbouquet/social- media-marketing-in-the-american-and-french-wine- industry-in-2012 !  http://www.winesandvines.com/template.cfm? section=news&content=104433 !  http://www.winesandvines.com/template.cfm? section=news&content=104433 !  http://readwrite.com/2012/05/28/94-of-us-wineries- are-on-facebook-73-on-twitter !  http://www.slideshare.net/pierrickbouquet/social- media-marketing-in-the-american-and-french-wine- industry-in-2012 !  http://www.winebusiness.com/classifieds/winejobs/? go=search&q=social +media&s1=&country=&region=&state= !  http://www.northbaybusinessjournal.com/15200/ who-who-in-wine-marketing/ !  http://ablesocial.com/ !  http://grow-creative.com/ !  http://boss.blogs.nytimes.com/2012/07/06/using- social-media-to-promote-an-underdog-wine/ !  http://www.rieslingrules.com/ !  https://www.facebook.com/pacificrimwine !  http://vincellar.vinfolio.com/do/vincellar/home !  http://www.cellartracker.com/ !  http://cruvee.com/brand-index/score !  http://www.slideshare.net/jonjoseph1/corkd-case- study !  https://winelibrary.com/ !  http://tv.winelibrary.com/ !  https://winelibrary.com/ !  http://garyvaynerchuk.com/ !  http://www.winesandvines.com/template.cfm? section=news&content=104433 !  http://www.vinography.com/archives/2012/02/ social_media_and_the_wine_indu.html !  http://www.1winedude.com/where-can-wineries- really-innovate-in-engaging-the-people-who-actually- drink-the-stuff/ !  http://readwrite.com/2012/05/28/94-of-us-wineries- are-on-facebook-73-on-twitter !  http://www.vinography.com/archives/2012/02/ social_media_and_the_wine_indu.html !  http://www.winesandvines.com/template.cfm? section=news&content=104433
  52. 52. + Creative Commons Copyright !  This work is licensed under the Creative Commons Attribution- Noncommercial-Share Alike 3.0 United States License. !  To view a copy of this license visit http://creativecommons.org/licenses/by-nc-sa/3.0/us/ or send a letter toCreative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.

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