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North Bay Business Journal digital media presentation
North Bay Business Journal digital media presentation
North Bay Business Journal digital media presentation
North Bay Business Journal digital media presentation
North Bay Business Journal digital media presentation
North Bay Business Journal digital media presentation
North Bay Business Journal digital media presentation
North Bay Business Journal digital media presentation
North Bay Business Journal digital media presentation
North Bay Business Journal digital media presentation
North Bay Business Journal digital media presentation
North Bay Business Journal digital media presentation
North Bay Business Journal digital media presentation
North Bay Business Journal digital media presentation
North Bay Business Journal digital media presentation
North Bay Business Journal digital media presentation
North Bay Business Journal digital media presentation
North Bay Business Journal digital media presentation
North Bay Business Journal digital media presentation
North Bay Business Journal digital media presentation
North Bay Business Journal digital media presentation
North Bay Business Journal digital media presentation
North Bay Business Journal digital media presentation
North Bay Business Journal digital media presentation
North Bay Business Journal digital media presentation
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North Bay Business Journal digital media presentation

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Presentation on digital media strategy from the 2011 Wine Industry Conference, presented by the North Bay Business Journal: …

Presentation on digital media strategy from the 2011 Wine Industry Conference, presented by the North Bay Business Journal: http://www.northbaybusinessjournal.com/resources/business-journal-events-presentations/wine-industry-conference-2011/.

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Transcript

  • 1. Preserving Elegance Jordan Vineyard & Winery in the Digital AgeSaturday, January 21, 2012
  • 2. 1976: Looking Back Jordan Vineyard & WinerySaturday, January 21, 2012
  • 3. Notable Quotes “Price is what you pay. Value is what you get.” - Warren Buffet “Think like a publisher, not a marketer.” - David Meerman Scott “You can’t buy attention anymore …The old paradigm was pay to play. Now you get back what you authentically put in. You’ve got to be willing to play to play.” - Alex Bogusky “Attention spans will only decrease as technology breeds laziness and the expectation of rapid solution delivery.” - James Gurd “Your brand is created out of customer contact and the experience your customers have of you." - Scott Talgo “Social Media is about the people! Not about your business. Provide for the people and the people will provide for you.” - Matt GoulartSaturday, January 21, 2012
  • 4. A Passionate Leader “Consumers have many more quality wine choices now than they did when my parents founded the winery.” “We don’t believe new technology and old-world artistry are incompatible.” “Technology has enabled us to make the customer the center of our work culture.” - John JordanSaturday, January 21, 2012
  • 5. Communication Revolution • Accepting behavorial shifts beyond social media • Google search, foodie nation, mobile • Embracing the self publication era • Every individual and company has a voice • Media no longer only avenue to tell our story • Adopting a “one to many” communication chain • Breaking through the clutter • Overwhelming amount of noise • Filtering is common behavior • Identifying information consumption trends • 700 billion YouTube videos viewed in 2010 • Using web content as social currency • Building a strong social graph • Keeping up with blistering pace of technologySaturday, January 21, 2012
  • 6. Company Culture • Hungry • Agile • Progressive • Adaptable • Collaborative • Internal Expertise • Tech-savvySaturday, January 21, 2012
  • 7. Brand Essence Online Jordan Vineyard & WinerySaturday, January 21, 2012
  • 8. Brand Essence “A product can be quickly outdated, but a successful brand is timeless.” - Stephen KingSaturday, January 21, 2012
  • 9. Brand Essence • What defines your brand? • How will you remain consistent? • What is your tone offline? • What value can your bring? • How are you relevant? • What is your expertise? • What are your assets? • What stories are compelling?Saturday, January 21, 2012
  • 10. New Media Strategy • Prepare culture • Hire/train • Research • Develop plan • Tone, content, platforms, frequency, audiences (trade, consumer) • Build architecture • Determine workflows • Integrate across departments • Dive in • Listen • Respond • AdaptSaturday, January 21, 2012
  • 11. Telling our Story “If a picture is worth a 1,000 words, then a video is worth 300,000.” - Nadira Hira, Direct to Consumer Wine SymposiumSaturday, January 21, 2012
  • 12. Telling our Story • High-definition videos • Added value to the customer • Types of content • Winemaking, viticulture, culinary, hospitality, design • When to drink videos • How to videos • Tips and advice • People behind the wines • Family/history stories • Every day life on the estate • Syndication and content sharing • Ongoing training to stay ahead of competitionSaturday, January 21, 2012
  • 13. Wine Release Video Jordan Vineyard & WinerySaturday, January 21, 2012
  • 14. Composting Video Jordan Vineyard & WinerySaturday, January 21, 2012
  • 15. blog.jordanwinery.com Jordan Vineyard & WinerySaturday, January 21, 2012
  • 16. youtube.com/jordanvineyard Jordan Vineyard & WinerySaturday, January 21, 2012
  • 17. twitter.com/jordanwinery Jordan Vineyard & WinerySaturday, January 21, 2012
  • 18. jordanwinery.com BEFORE Jordan Vineyard & WinerySaturday, January 21, 2012
  • 19. jordanwinery.com AFTER Jordan Vineyard & WinerySaturday, January 21, 2012
  • 20. jordanwinery.com/mobile Jordan Vineyard & WinerySaturday, January 21, 2012
  • 21. Digital Newsletter Jordan Vineyard & WinerySaturday, January 21, 2012
  • 22. Video and Your Brand • Equipment • Look • Sound • Lighting • Bandwidth • Audience • Advance PlanningSaturday, January 21, 2012
  • 23. Making the Commitment • Don’t have time or energy to commit to video storytelling? Don’t give up. • Hire a professional to make a branding video. Your website should have one marquis video where customers can hear you speak to them about your philosophy. A great video can help your brand; a bad video can really hurt it. • Shift funding if necessary. A high-quality video can cost $5-$10K; drop your glossy brochure for a QR code on a card.Saturday, January 21, 2012
  • 24. Tech Tools • iPad • Creates efficiency • Useful for multiple departments • Maintains quality visuals • Evolves image to contemporary • QR Code • Attaches rich media to one dimensional items • Affords opportunity to convey message, brand imagery • UPC apps • Attaches rich media to UPC on existing productsSaturday, January 21, 2012
  • 25. Discussion Jordan Vineyard & WinerySaturday, January 21, 2012

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