Wine eCommerce - Selling Wine In a Social World

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Despite an industry that is slow to adopt & embrace social media, wineries have a unique advantage to selling socially: people drink socially, and wineries are eager to share the winemaking process (same can't be said for manufacturing in other industries).
In this lecture I delivered at Sonoma State, I cover principles of developing a social voice, how to post, the customer journey to purchase (and how social media plays into it), and fundamental truths about how to grow your follower base faster.

Published in: Social Media, Technology, Business

Wine eCommerce - Selling Wine In a Social World

  1. 1. 1BUS-800-102-14-SU Wine eCommerce BUS-800-102-14-SU: Wine eCommerce Presented by: Julian Scharman June 11, 2014 Session: 6
  2. 2. 2BUS-800-102-14-SU Wine eCommerce WHAT WE’LL COVER. What is Social Commerce Why Companies Suck at It. Principles of Social Marketing How Discover Works for the Customer Winery Growth Hacker Tips Social No-No’s
  3. 3. 3BUS-800-102-14-SU Wine eCommerce ME. Ø  Head of Customer Acquisition @ Betabrand Ø  6 Years in SF Digital Media Agencies Ø  Wine drinker, pork lover Growth Marketer
  4. 4. 4BUS-800-102-14-SU Wine eCommerce WHAT IS SOCIAL COMMERCE
  5. 5. 5BUS-800-102-14-SU Wine eCommerce WHAT’S ALL THE COMMOTION? Selling goods or services on the social web via: photos, videos, links, posts, tweets, pins, blogs, +1’s, ‘grams
  6. 6. 6BUS-800-102-14-SU Wine eCommerce IT’S VITAL TO THE WINE INDUSTRY 1.  Unifies users across devices and platforms 2.  80% use social to plan trips (ex. to wineries) 3.  People are there, wineries have no choice 3 reasons it matters
  7. 7. 7BUS-800-102-14-SU Wine eCommerce A HISTORY OF SOCIAL NETWORKS IT’S LONG. WE’RE NOT COVERING IT
  8. 8. 8BUS-800-102-14-SU Wine eCommerce WHY COMPANIES SUCK AT IT.
  9. 9. 9BUS-800-102-14-SU Wine eCommerce “” …and then social media shows ups, and just blows open the kimono on brands. They are just standing their like "holy s***”, what am I suppose to do", everything we've ever done and anything we've ever been is now on the table... “ Sasha Strauss, Innovation Protocol
  10. 10. 10BUS-800-102-14-SU Wine eCommerce “” …and then social media shows ups, and just blows open the kimono on brands. They are just standing their like "holy s***”, what am I suppose to do", everything we've ever done and anything we've ever been is now on the table... “ Sasha Strauss, Innovation ProtocolPeople expect to see under the hood. Opportunity for wineries to show the process! Unlike other industries, wineries would love to show you how it’s made & where!
  11. 11. 11BUS-800-102-14-SU Wine eCommerce YET WINERIES ARE SLOW TO ADOPT 1. Feel it lacks measurement accountability 2. Belief that Social is a Zero-Sum Game 3. Takes resources away from other channels …while other industries embrace social
  12. 12. 12BUS-800-102-14-SU Wine eCommerce YET WINERIES ARE SLOW TO ADOPT 1. Feel it lacks measurement accountability 2. Belief that Social is a Zero-Sum Game 3. Takes resources away from other channels …while other industries embrace social NOT TRUE.
  13. 13. 13BUS-800-102-14-SU Wine eCommerce It’s up to us to change the perception of how wineries think. Stop focusing on R-O-E
  14. 14. 14BUS-800-102-14-SU Wine eCommerce THE 4 PRINCIPLES OF SOCIAL MARKETING
  15. 15. 15BUS-800-102-14-SU Wine eCommerce If you do these 4 things right, You will find success
  16. 16. 16BUS-800-102-14-SU Wine eCommerce BE AUTHENTIC Celebrate winery culture Don’t spew new releases Fans are still valuable UGC-UGC-UGC “I know when all you care about is my wallet”
  17. 17. 17BUS-800-102-14-SU Wine eCommerce HAVE EMPATHY Personalize communication: [“Thanks for coming” via FB message] Segment social posts (e.g. WCMs only) Help people plan their visit Encourage reviews “have a conversation & respect me”
  18. 18. 18BUS-800-102-14-SU Wine eCommerce ADVOCATE Tips for planning a visit Make it easy to share Early CS involvement UGC-UGC-UGC “look out for my interests”
  19. 19. 19BUS-800-102-14-SU Wine eCommerce WORK FAST Natural extension of cust. service All levels involved (topàbottom) 1-minute=1-hour to customer Be prepared to give up margin respond fast to potential winery visitors/customers $18 fee on a $45 ticket, gotta be kidding me @Ticketmaster
  20. 20. 20BUS-800-102-14-SU Wine eCommerce SUMMARY: 4 TIPS Be authentic Be empathetic Be an advocate Work Fast
  21. 21. 21BUS-800-102-14-SU Wine eCommerce We need to understand our customer’s POV.
  22. 22. 22BUS-800-102-14-SU Wine eCommerce HOW DISCOVERY WORKS FOR OUR CUSTOMERS
  23. 23. 23BUS-800-102-14-SU Wine eCommerce BUILD TRUST, THEN THEY WILL BUY social is the best discovery engine, but there are 2 steps 1. Trust 2.Need
  24. 24. 24BUS-800-102-14-SU Wine eCommerce CONSIDER YOUR FAVORITE BRAND I like harry’s. DISCOVER Swipe: “cool” Click: “hm. cool”
  25. 25. 25BUS-800-102-14-SU Wine eCommerce CONSIDER YOUR FAVORITE BRAND I like harry’s. TRUST Tweet: “awesome” Read: “wow”
  26. 26. 26BUS-800-102-14-SU Wine eCommerce CONSIDER YOUR FAVORITE BRAND I like harry’s. BUY Bought: “excited.” Need: “ouch”
  27. 27. 27BUS-800-102-14-SU Wine eCommerce SUMMARY: TRUST, TRUST, BUY FB ad friend hotel referral I discover you 1 I trust you 2 I buy when in need 3 FB post tweet email FB post winery visit Social helps each step
  28. 28. 28BUS-800-102-14-SU Wine eCommerce SUMMARY: TRUST, TRUST, BUY FB ad friend hotel referral I discover you 1 I trust you 2 I buy when in need 3 FB post tweet email FB post winery visit Social helps each step
  29. 29. 29BUS-800-102-14-SU Wine eCommerce WHY IS UNDERSTANDING THE JOURNEY VITAL? A return customer is…. 10-15x more likely to buy in the future after the 1st purchase
  30. 30. 30BUS-800-102-14-SU Wine eCommerce “Great, but I need a following first.”
  31. 31. 31BUS-800-102-14-SU Wine eCommerce HOW TO GROW WINERY FANS FASTER
  32. 32. 32BUS-800-102-14-SU Wine eCommerce FACEBOOK + TWITTER ARE YOUR BEST FRIENDS 1.  Facebook: use link posts only, host content on winery site 2.  Facebook: incentivize tasting room visitors to follow 3.  Twitter: Follow all major wineries, wine club members and newsletter subscribers
  33. 33. 33BUS-800-102-14-SU Wine eCommerce THESE GUYS MATTER TOO. 1.  Pinterest: Focus on FB/Twitter for now 2.  Google+: Have a pulse here, connected to GMAIL & SEO 3.  Include social links in all email outreach 4.  Use lightbox on winery site to capture social traffic emails
  34. 34. 34BUS-800-102-14-SU Wine eCommerce TEST SOCIAL RETARGETING Can automatically create ads for all winery SKUs à à
  35. 35. 35BUS-800-102-14-SU Wine eCommerce THE SOCIAL NO-NOS.
  36. 36. 36BUS-800-102-14-SU Wine eCommerce THE FORBIDDEN SOCIAL FRUIT ☹  There are undeniable temptations ☹  Social open nature tempts brands to take advantage, wrongly.
  37. 37. 37BUS-800-102-14-SU Wine eCommerce “” DON’T ASTROTURF ASTROTURFING The practice of masking the sponsor of a message or organization to make it appear as though it originates from grassroots participant(s). “ Wikipedia …the most common no-no
  38. 38. 38BUS-800-102-14-SU Wine eCommerce DON’T HIDE FROM CONVERSATION …or delete comments.
  39. 39. 39BUS-800-102-14-SU Wine eCommerce OTHER NO-NO’S. ☹  Winery staff posting fake reviews on Yelp/FB ☹  Employees pumping products in comments of News Articles, YouTube Videos
  40. 40. 40BUS-800-102-14-SU Wine eCommerce TO SUMMARIZE.
  41. 41. 41BUS-800-102-14-SU Wine eCommerce Understand your customer’s journey to purchase (winery visit, fb ad, a vacation) Follow my follower hacking tips Don’t fake review or post w/o disclosing your connection to the winery Be authentic, empathize, advocate, work fast.
  42. 42. 42BUS-800-102-14-SU Wine eCommerce QUESTIONS?
  43. 43. 43BUS-800-102-14-SU Wine eCommerce THANKS FOR LISTENING BETABRAND SSU 20% DISCOUNT CODE: JSCHARM

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