Wine Social Media and Mobile App Seminar in Hunter Valley

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This seminar covered (1) Basic Wine Social Media and (2) Wine Mobile / Tablet Apps.

Wine Social Media
- the principles and practices of Social Media
- Facebook EdgeRank and numerous
- examples of Winery best practice
- the wine industry internet database Wine Directory
- Specialist wine social media monitoring tool called Social Connect
- Facebook Wine Marketing software Social Candy with the Wine Directory plugin

Wine Mobile (and iPad) Apps
- Why use it?
- What is it: Mobile www vs Apps, Native vs Web Apps
- a new Wine App

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Wine Social Media and Mobile App Seminar in Hunter Valley

  1. 1. Wine Marketing Seminar:How to Use Social Media & Wine Apps to Sell More Wine September 2012 Bruce McGechan
  2. 2. Before we start• Phones• Break 2.30pm• Questions• Video• Wifi• Assistance at end of seminar• My background 2
  3. 3. What we’ll coverPart I: Social Media • Principles • Practices • Software• Part II: Wine Apps • Why use it • What is it • How to create it • Software 3
  4. 4. Social Media is big• 300 million social media wine conversations• 10 million social wine consumers (vintank)• 73% of core wine drinkers use Facebook• 32% YouTube• 24% Twitter (Wine Market Research Council 2011) but ... 4
  5. 5. ... put in perspective and ignore the hype Example Premium Wine Marketing Plan Promotion Product • Internet Marketing – Website • Style • General SEO • Label • Comparison Shopping Engines • Bottle type • Internet Advertising • Case type • Social Media • Awards, reviews and ratings • Email marketing Place • Landing page optimization • On Premise Distributor objectives: • Local SEO • Best precincts, fine dining establishments and premium bars • Location Based Services • On Premise Trade Program: trade visits, info, training, tastings • Off Premise Distributor objectives: • Internet Marketing – Mobile • Best boutique wine stores • Direct Marketing • Premium point of sale • Cellar Door • Supermarket and chain liquor store objectives • PR • Stop supporting promotional discounting • Direct • Events • See Promotion below • Charity and Donations Price • Review category leader prices Just one part of a wider marketing plan 5
  6. 6. What is Social Media?• We use web and mobile technology (“Media”) to• Interact with others (“Social”) 6
  7. 7. Owned, Paid, Earned Media Owned Paid Media Media Earned Media Source: Sean Corcoran, Forrester Media 7
  8. 8. Levels of Social Media Involvement• Your customers?• You? Curating Producing Commenting Sharing Watching Source: Charlene Li 8
  9. 9. Social Media ROI - the value of influencersNormal Marketing Math• Customer Value per annumSocial Media Math• the above PLUS Value of Referrals Not everyone is equal 9
  10. 10. Objectives vs Fire - Ready - Aim • Give it a try was fine when it was small • Start with your marketing objectives and strategies • Objective • Strategy • Target Market • Social Media • Substantiation • Time and Money• What media will be more effective? 10
  11. 11. Project Genome “How to Sell Wine Online”Source: Constellation Wines 11
  12. 12. Objective>Strategy>Tactic, Social Media Brief Example• Business Objective: • Boost Margins and Volume by changing to a Higher Value Customer Mix.• Marketing Strategy > Promotion > Internet Marketing: • Strategy: fewer Savvy Shoppers more Enthusiasts. • Consumer Insight: “They’re super passionate about wine and love discussing it with other like minded people.” • Promotion > IM: Increase engagement with Enthusiasts through the Facebook Page • Action: encouraging Wall Post comments or users themselves posting on the Wall. • Creative: interesting photos of the vineyard and winery people around harvest.• Metric / KPI: • Increase # of Facebook user wall posts, shares or comments this month vs. last month by 5 for next 6 months 12
  13. 13. Will posts appear on the fans’ wall updates?• 350 friends/likes = 350 ‘edges’ pd? • No, on average 16% of Page posts appear on fans Walls• It depends on Page’s EdgeRank • Affinity - views and engagement • Content Weight - type and engagement • Time Decay• More advanced seminar will discuss such issues as • Facebook Insight stats Share • Premium Ads and Sponsored Stories 13
  14. 14. Photos 14
  15. 15. Photos 15
  16. 16. Photos 16
  17. 17. Photos 17
  18. 18. Photos 18
  19. 19. 19
  20. 20. Photos of Tasting Room Customers 20
  21. 21. Photos of Tasting Room Customers 21
  22. 22. Agencies are great for Illustrations 22
  23. 23. Everyone who has an iPhone can contribute 23
  24. 24. What we’ll coverPart I: Social Media • Principles • Practices • Software• Part II: Wine Apps • Why use it • What is it • How to create it • Software 24
  25. 25. Connect - Engage - Influence• Connect • Create Facebook page and put like buttons on everything: website, emails, label, carton, shelf talkers • Numbers are not everything but they do matter • inactive/spam vs passive vs active followers • best of all: influential engaged active followers 25
  26. 26. Connect - Engage - Influence• Engage • relevant to audience (dogs go only so far) • encourage participation • respond to community• Every day, post ahead• Content Calendar 26
  27. 27. Encourage Participation 27
  28. 28. Encourage Participation 28
  29. 29. Encourage Participation 29
  30. 30. Encourage Participation 30
  31. 31. Encourage Participation 31
  32. 32. Encourage Participation 32
  33. 33. Encourage Participation 33
  34. 34. Encourage Participation 34
  35. 35. Encourage Participation 35
  36. 36. Encourage Participation 36
  37. 37. Encourage Participation 37
  38. 38. Encourage Participation
  39. 39. Humour with image 39
  40. 40. Humour with image 40 + 912 ‘shares’
  41. 41. Humour with image 41
  42. 42. Humour with image 42
  43. 43. Humour with image 43
  44. 44. Food: Recipes and Pairing 44
  45. 45. Food: Recipes and Pairing 45
  46. 46. Connect - Engage - Influence• Influence • motivate people to generate stories about your wine • contests, photo requests • encourage sharing of stories• Remember EdgeRank• Put this regularly into your Content Calendar 46
  47. 47. Photos by Customer Advocates 47
  48. 48. Photos by Customer Advocates 48
  49. 49. Influence 49
  50. 50. 50
  51. 51. 51
  52. 52. 52
  53. 53. The Best Wine Social Media Practices Live Authenticity Be Up To Date Set Community Expectations Participate in Dialog Encourage Interactions Solicit A Call To Action Provide Cohesive Foster Advocacy Branding Twitter is similar Source: J. Owyang, “Altimeter Report:The 8 Success Criteria For Facebook Page” i 53
  54. 54. Metrics• Anecdote• Correlation• Multi-variate testing• Links and Tagging• Integrated (e.g. Social Connect)• Direct Commerce• SME - just count and compare ;) Source: Susan Etlinger, Altimeter Group, "The Social Media ROI Cookbook: Six Ingredients Top Brands Use to Measure the Revenue Impact of Social Media" July 24, 2012 54
  55. 55. Metrics: Reporting & Analytics• Links and tagging • Bit.ly: to track links • Google Analytics: if you tag utm codes to the end of links (search for “google analytics utm tracking codes” for more information)• Integrated • Facebook: Facebook Insights and EdgeRank tracker • Social Connect: Easy way to report on (and manage)• Social Commerce • Payvment: Facebook Commerce analytics• SME could just count and compare • Your Hand: finger analytics ;) 55
  56. 56. Metrics• Metric Calculation • This Period vs Previous Period, Competitors vs You • Followers are just one metric, need active followers and ideally influential followers• Exact metrics depend on the media • Facebook: not relatively passive Likes, but more active user wall posts, comments and shares • Twitter: active user brand name mentions, RTs, @ replies• Sentiment: % negative vs neutral vs positive• Influencers Amplify: the above but with a high Social Connect score / Klout score 56
  57. 57. What we’ll coverPart I: Social Media • Principles • Practices • Software• Part II: Wine Apps • Why use it • What is it • How to create it • Software 57
  58. 58. The Software Wine Directory Social Connect New Wine App Facebook Plugin (for Social Candy) 58
  59. 59. The Center: Wine Directory• An internet database for wineries from Californian wine marketing technology firm vintank• Wineries upload accurate winery and wine product information including photos, videos, QR codes, location, tasting room details...• Accessed by over 300 wine social networks, mobile apps, retailers and industry bodies• Aggregate audience of over 9 million potential consumers• Starter for other software: Social Connect, Facebook wine page, Wine App• It’s Free! Winery Input Home Screenshot Sign up at www.vintank.com 59
  60. 60. What you read Winery Input Details Screenshot Winery Input Digital Media Screenshot 60
  61. 61. What the humans read Winery Output Screenshot: Web Page 61
  62. 62. What the machines read Winery Output Screenshot: JSON 62
  63. 63. Social Connect• Wine Social Media Monitoring tool• Has measured: • over 300 million wine conversations. • 30 million quality wine conversations (variety, brand, region).• Has profiles from more than 10 million social wine consumers.• 15K wine specific platforms, 170K social sites and blogs and over 90K forums • Twitter, Facebook, Flickr, YouTube etc • CellarTracker etc 63
  64. 64. Social Connect Dashboard• The Social Dashboard • high-level snapshot of the latest activity• Sources: • Blogs • Microblogs (inc. Facebook, Twitter) • Tasting Notes (inc. CellarTracker) • Forums • Media 64
  65. 65. Dashboard Summary Top & Recent Mentions ... more recent mentions 65
  66. 66. Report Standard Report i.e. last period vs this period Customized Campaign Report: e.g. event, competitor, tagline 66
  67. 67. More Reports & Price • Competitive set • Earned media vs Owned media • Sentiment Analysis • Influence AnalysisSign up at www.vintank.com 67
  68. 68. Social Candy US$20-30 per month Sign up at www.social-candy.com 68
  69. 69. Sign up for both, then it’s as simple as 1-2-31 69
  70. 70. Integration ... 1-2-3 2 70
  71. 71. Create your Welcome Page 3 71
  72. 72. Summary• Social Media = Social Interaction + Digital Media• Social Media is big ... but so are many other marketing opportunities• What is your Objective, Strategy and Metric?• Think EdgeRank: Views, Likes are too passive, want Comments & Shares (@, RTs)• Influencers are an order of magnitude more important due to size and responsiveness of their social network• Wine Social Media Campaigns want to Connect - Engage - Influence by • building networks, encouraging participation, being responsive, & motivating fans to create and share stories• Use Metrics: compare one period vs another, do it manually or by Social Connect• Software: vintank’s Wine Directory, Social Connect, Social Candy 72
  73. 73. What we’ll coverPart I: Social Media • Principles • Practices • Software• Part II: Wine Apps • Why use it • What is it • How to create it • Software 73
  74. 74. Why Mobile?• 365mn iOS devices, 1.5 trillion push notifications, 10 billion tweets from iOS5 (Apple)• More iPads were sold than any other PC brand this year (Apple)• 50% of US consumers now own smartphones, and that increases by 1% per month (Neilson)• 39% or 29mn of US ‘core wine drinkers’ use ‘wine, food, restaurant or bar apps’ (Wine Market Council 2010 study)• Mobiles and Tablets can be used EVERYWHERE• Jargon: operating software • iPhone/iPad: iOS (Apple) • Samsung, HTC, Motorola etc: Android (Google) 74
  75. 75. What we’ll coverPart I: Social Media • Principles • Practices • Software• Part II: Wine Apps • Why use it • What is it • How to create it • Software 75
  76. 76. What is it? Mobile Web vs Mobile App• Mobile Websites • Don’t need to be downloaded • Available to all • Easier to build • Do not need approval• Mobile / Tablet Apps • Offline usage • Native functionality • Push notifications • App Store 76
  77. 77. Everyone should have a mobile website• Users browsing on their mobile devices will click on links to your page 77
  78. 78. Native Apps vs Web Apps• Web App • Html5 in a browser container • Icon from “Add to Home Screen” • ‘downloaded’ from the web• Native App • native code in a native container • App Store• Hybrid App • web page in a native container 78
  79. 79. Native App Advantages and Disadvantages Native App Advantages • App Speed • Access to Hardware: camera, accelerometer and gyroscope • Push Notifications • Bar code, QR code and Image Recognition app integration • Offline • App Store distribution Negative: App Store Approval but Web Apps are rapidly improving 79
  80. 80. Web App Pros and Cons • Web App Disadvantages • App Speed • No Access to Hardware (camera?) • No Push Notifications • App integration • Offline is possible • No App Store distribution • Web App Advantages • Downloaded over the web • Cheaper • Multi Platform 80
  81. 81. What we’ll coverPart I: Social Media • Principles • Practices • Software:• Part II: Wine Apps • Why use it • What is it • How to create it • Software 81
  82. 82. Objectives vs Fire - Ready - Aim Start with your marketing objectives and strategies • Objective • Strategy • Target Market • Mobile Technology • Substantiation / Action • Time and Money Source: Constellation Wines 82
  83. 83. Objective Example• Business Objective: • Boost Margins and Volume by changing to a Higher Value Customer Mix.• Marketing Strategy > Promotion > Internet Marketing: • Strategy: Encourage more repeat purchase from Traditionalists. • Consumer Insight: “They may want to buy their favorite wine while on the train, bus, or traffic jam on the way home from work.” • Promotion > IM: Increase repeat sales with Traditionalists through enabling them to buy wine no matter where they are • Action: develop an iPhone and iPad app with an eCommerce facility• Metric / KPI: • Google Analytics for Mobile: Sales “Conversions” or “Assisted Conversions” total $1000 pm by X 83
  84. 84. Winery iOS App Development Project BriefBackground Software: iOS6 Native Objective C. Using Apple Maps.Your company and business objectives. Devices: Apple iPad (Retina), Apple iPhoneTechnical (4+)Design: Please provide mock ups including an Analytics: Google Analytics Mobile Analyticsicon. Keep to Apple Human Interface iOS should be integrated.Guidelines. Build to iPad Retina standard.Brand images and Page descriptions attached. UDID: my (Retina) iPad testing device UDID is (0=zero): XXXXSome apps that inspired my thinking are: listones you like. Apple App Store Submission: Developer to submitData: The app is completely native an all datato be held as part of the app. OR The app is Project management: please nominate anative and some pages can be updated from project management and reporting processthe internet. 84
  85. 85. Winery iOS App Development Project Brief StagesResponsibilities Upfront agreementContractor Stage 1: Design Stage 2: Development- wireframe design Stage 3: Testing – contractor and myself- functionality list Stage 4: Approval. Payments (on completion):- Future submission to Apple via iTunes Connect Upfront: 20% Stage 1: 30%- production Stage 2: 30%- design: use of standard Apple design components Stage 3: 10%no customer design necessary - ongoing support Stage 4: 10%and maintenance Quote - Please provide a quote- working and presentation of API data integration - Payment to be made directly via e.g. credit card, PayPal (not elance)- final bug testing responsibility - Agreement Terms/ Engagement Letter available on request. TimelineClient Quote: by Saturday 30 June 201X.- testing and sign off Project completion: August 201X – or to be negotiated. 85
  86. 86. The Pages• Based off Objectives• Basic Pages: • Wines • About • Location • Tasting Room• Other: • Mobile Commerce • Social Media for their sharing, your (blog) activity 86
  87. 87. What we’ll coverPart I: Social Media • Principles • Practices • Software:• Part II: Wine Apps • Why use it • What is it • How to create it • Software 87
  88. 88. New Wine App• Wine Directory data• Basic Wine App for Wine Drinkers• Standard Winery App for Wineries• Custom App upgrade for Wineries & Wine Retailers Wine Drinker App• Send me an email to find out more: bruce@mylocalwinestore.com Winery App 88
  89. 89. Summary• Most of our target market will have a smartphone and/or tablet• 39% of core wine drinkers use wine related apps• Does a mobile device help you achieve a business objective?• Make sure you at least have a mobile website• Choose between Native vs Web, I recommend Native• Specify exactly what you want• Discuss with me, I may have something coming up that suits your business 89
  90. 90. Questions? Presentation is available to be downloaded at: http://www.mylocalwinestore.com/wine-social-media/h210912-seminar/ Contact Details: Bruce McGechan Email: bruce@mylocalwinestore.com Facebook: http://facebook.com/MyLocalWineStore Twitter: @BruceMcGechan Blog: www.MyLocalWineStore.com/blog The End 90

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