Wine Marketing Seminar:How to Use Social Media & Wine   Apps to Sell More Wine  November 2012     Bruce McGechan
Before we start•   Phones•   Break•   Questions•   Video•   My background                    2
What we’ll coverPart I: Social Media    •   Principles    •   Practices    •   Software•   Part II: Wine Apps    •   Why u...
Wine SoMoLo    1990s•   Websites•   eCommerce    2000s•   Social Media (open from mid’05)•   Mobile (the iPhone in ’07)•  ...
Social Media is big•   300 million social media wine    conversations•   10 million social wine consumers    (vintank)•   ...
... put in perspective and ignore the hype Example Premium Wine Marketing Plan                                            ...
What is Social Media?•   We use web and mobile technology    (“Media”) to•   Interact with others (“Social”)•   Why? > It’...
Wine Market Australia’s Post                               8
Owned, Paid, Earned Media              Owned            Paid              Media            Media                      Earn...
Levels of Social Media Involvement•   Your customers?                           Curating•   You?                          ...
Social Media ROI - the value of influencersNormal Marketing Math•   Customer Value per annumSocial Media Math•   the above ...
Brand Management and Brand Voice          Consumers                       Competitors                            Companyht...
Fire --- Ready - Aim•   Start with your marketing objectives and    strategies    •   Objective        •   Strategy       ...
Project Genome                                                            Source: Constellation WinesOther Market Segmenta...
Objective>Strategy>Tactic, Social Media Brief Example•       Business Objective:    •       Boost Margins and Volume by ch...
Will posts appear on the fans’ wall updates?•   350 friends/likes = 350 ‘edges’ pd?    •   No, on average 16% of Page post...
What we’ll coverPart I: Social Media    •   Principles    •   Practices    •   Software•   Part II: Wine Apps    •   Why u...
Connect - Engage - Influence•       Connect: Build the Fan base    •       Create a Facebook page, then put like buttons on...
Paid Ads•   Ad•   Sponsored Story•   Promoted Post•   Offers•   Check-Ins•   Retargeting                      19
Standard, Sponsored and PromotedStandard Ad and Sponsored Stories               Promoted Post                          FB ...
Interest targeting                          Wine = exactly                          #Wine = similar                       ...
Offers, Check-In, RetargetingOffers                              Check-InRetargeting                               22
Connect - Engage - Influence•   Engage: Encourage Fans to make some Action on your Page       Live Authenticity            ...
Content Calendar Illustration               Monday   Tuesday   Wednesday   Thursday   Friday   Saturday   Sunday   or Week...
Vineyard Photos                  25
Winery Photos                26
The Company People                     27
Animals          28
Customer Photos in Event Albums                            29
Customer Photos at Events                            30
Photos of Customers at Events                           31
Photos of Tasting Room Customers                            32
Asking for Photos                    33
Asking for and Sharing Fan’s Photos                              34
Agencies are great for Illustrations                            35
What Should We Do?                     36
What are You Drinking?                         37
Asking Questions                   38
Asking QuestionsWhere in the world is this bottle of Barefoot               Pinot Noir?                      39
Personality Questions
Pop Quizzes & Competitions                             41
Sneak Peek at New Release...                           42
Integrating Twitter + Facebook                           43
Humour         44
Humour         45
Humour on the Label                      46
Humour #tellajokeday                       47
Topical Humour                 48
Someecards & Humour                      49
Write the Caption Contest                  All up, 5.9K+ Shares                            50
Finish this Song...   Caption this Photo...                      51
Finish this Sentence...                          52
Fill-in-the-blank, Thursday is for ......                                53
Food & Drink Recipes                       54
Food: Recipes and Pairing                            55
Wine Info            56
Connect - Engage - Influence•       Influence: Fans’ Friends    •       motivate people to post about your wine        •    ...
Influence         < Engage      < Connect                                                   Winery Fans                    ...
Influence: Customers Spreading the Word                            59
Influencing on your behalf                            60
Twitter Practice•       Strategy?    •     Brand Personality•       1. Research / Listen / Monitor    •     wine community...
“What’s interesting?” for your group of followers•       Explain how to do something    •     search for question words - ...
Metrics•   Anecdote•   Correlation•   Multi-variate testing•   Links and Tagging•   Integrated (e.g. Social Connect)•   Di...
Metrics: Links and Tagging      •       Links and tagging          •       Bit.ly: to track links          •       Google ...
Metrics: Integrated•   Social Connect•   EdgeRank tracker•   Facebook Insights    •   mostly “Impressions” not Actions    ...
Metrics: Social Commerce and the simplest way•       Social Commerce    •    e.g. ecwid: Facebook Commerce analytics•     ...
Metrics•   Metric Calculation    •   This Period vs Previous Period, Competitors vs You•   Sentiment: % negative vs neutra...
What we’ll coverPart I: Social Media    •   Principles    •   Practices    •   Software•   Part II: Wine Apps    •   Why u...
The Software                         Wine Directory     Social Connect                       New Wine App     Facebook Plu...
The Center: Wine Directory•   An internet database for wineries from    Californian wine marketing technology firm    vinta...
What you read         Winery Input Details Screenshot        Winery Input Digital Media Screenshot                        ...
What the humans read                            Winery Output Screenshot: Web Page                       72
What the machines read                              Winery Output Screenshot: JSON                         73
Social Connect•       Wine Social Media Monitoring and Management        tool•       Has measured:    •     over 300 milli...
Social Connect Dashboard•   The Social Dashboard    •   high-level snapshot of the latest activity•   Sources:    •   Blog...
The Vintank Dashboard      Summary                         Top & Recent Mentions                                          ...
Report                                                        Customized Campaign Report: e.g. event, competitor, tagline ...
More Reports & Price •   Competitive set •   Earned media vs Owned media •   Sentiment Analysis •   Influence AnalysisSign ...
Social Candy            US$20-30 per month       Sign up at www.social-candy.com                                   79
Sign up for both, then simple 3 step integration1                                 80
Wine Directory & Social Candy Wines Tab                         81
Social Summary•   Think EdgeRank: views and Likes are too passive, want Comments & Shares•   Think Resonance: RT, @ mentio...
What we’ll coverPart I: Social Media    •   Principles    •   Practices    •   Software•   Part II: Wine Apps    •   Why u...
Why Mobile?•       365mn iOS devices, 1.5 trillion push notifications, 10 billion tweets from iOS5 (Apple)•       More iPad...
Wine SoMoLo: Social meet Mobile•   Always leave house with 3 items: keys, debit/credit cards, mobile•   488mn people using...
What we’ll coverPart I: Social Media    •   Principles    •   Practices    •   Software•   Part II: Wine Apps    •   Why u...
Everyone should have a mobile websiteUsers browsingon their mobiledevices will clickon links to yourpage                  ...
What is it? Mobile Web vs Mobile App•   Mobile Websites    •   Don’t need to be downloaded    •   Available to all    •   ...
Outdated Practice                    89
Outdated Practice                    90
Good Practice                91
Good Practice                92
Best Practice (Almost)                         93
Best Practice                94
Facebook Integration: Good to Bad                         95
The Pages•   Basic Pages:       Marketing Strategy?    •   Wines           •   Shopping Cart (mCommerce)    •   About     ...
Native Apps vs Web Apps•   Web App    •   Html5 in a browser container    •   Icon from “Add to Home Screen”    •   ‘downl...
Native App Advantages and Disadvantages Native App Advantages •   App Speed •   Access to Hardware: camera,     accelerome...
Web App Pros and Cons •   Web App Disadvantages     •   App Speed     •   No Access to Hardware (camera?)     •   No Push ...
What we’ll coverPart I: Social Media    •   Principles    •   Practices    •   Software:•   Part II: Wine Apps    •   Why ...
Objectives vs Fire - Ready - Aim Start with your marketing objectives and strategies   •   Objective       •   Strategy   ...
Objective Example•       Business Objective:    •       Boost Margins and Volume by changing to a Higher Value Customer Mi...
Winery iOS App Development Project BriefBackground                                       Software: iOS6 Native Objective C...
Winery iOS App Development Project Brief                                                     StagesResponsibilities       ...
Mobile Summary•   Most of our target market will have a smartphone and/or tablet•   39% of core wine drinkers use wine rel...
Wine SoMoLo: the Local•       Social is connected to Mobile which is connected to Local•       Location Based Services    ...
Questions? Presentation is available to be downloaded at: http://www.mylocalwinestore.com/wine-social-media/nz1112-seminar...
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Wine Social Media Mobile App Seminar Nov-12 NZ Tour

  1. 1. Wine Marketing Seminar:How to Use Social Media & Wine Apps to Sell More Wine November 2012 Bruce McGechan
  2. 2. Before we start• Phones• Break• Questions• Video• 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 3
  4. 4. Wine SoMoLo 1990s• Websites• eCommerce 2000s• Social Media (open from mid’05)• Mobile (the iPhone in ’07)• Local (Yelp & FourSquare from ’09) 4
  5. 5. Social Media is big• 300 million social media wine conversations• 10 million social wine consumers (vintank)• 73% of core wine drinkers use Facebook• 24% Twitter (Wine Market Research Council 2011) but ... 5
  6. 6. ... put in perspective and ignore the hype Example Premium Wine Marketing Plan Promotion Product • Internet Marketing • Style • Website - eCommerce & SEO • Label • Email marketing • Bottle type • Advertising • Case type • Social Media • Awards, reviews and ratings • Mobile / Tablet Apps Place • Local and Location • On Premise Distributor objectives: • Direct Marketing • Best precincts, fine dining establishments and premium bars • Cellar Door • On Premise Trade Program: trade visits, info, training, tastings • Off Premise Distributor objectives: • PR • Best boutique wine stores • Magazine, TV Advertising • Premium point of sale • Events • Supermarket and chain liquor store objectives • Charity and Donations • Stop supporting promotional discounting • Direct • See Promotion below Price • Review category leader prices Just one part of a wider marketing plan 6
  7. 7. What is Social Media?• We use web and mobile technology (“Media”) to• Interact with others (“Social”)• Why? > It’s like VoiceMail 7
  8. 8. Wine Market Australia’s Post 8
  9. 9. Owned, Paid, Earned Media Owned Paid Media Media Earned Media Source: Sean Corcoran, Forrester Media 9
  10. 10. Levels of Social Media Involvement• Your customers? Curating• You? Producing Commenting Sharing Watching Source: Charlene Li, Altimeter Group 10
  11. 11. 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 11
  12. 12. Brand Management and Brand Voice Consumers Competitors Companyhttp://www.mylocalwinestore.com/?p=4241 12
  13. 13. Fire --- Ready - Aim• Start with your marketing objectives and strategies • Objective • Strategy • Target Market • Social Media • Substantiation • Time and Money 13
  14. 14. Project Genome Source: Constellation WinesOther Market Segmentation: How to Sell Wine Online Source: Constellation Wines • Bruwer and Johnson • my ownsee my blog 14
  15. 15. 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 > Internet Marketing: 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 15
  16. 16. 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• and Paid Ads Share Comment 16
  17. 17. What we’ll coverPart I: Social Media • Principles • Practices • Software• Part II: Wine Apps • Why use it • What is it • How to create it 17
  18. 18. Connect - Engage - Influence• Connect: Build the Fan base • Create a Facebook page, then 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 • Plus Paid Ads... 18
  19. 19. Paid Ads• Ad• Sponsored Story• Promoted Post• Offers• Check-Ins• Retargeting 19
  20. 20. Standard, Sponsored and PromotedStandard Ad and Sponsored Stories Promoted Post FB page (or to www) 20
  21. 21. Interest targeting Wine = exactly #Wine = similar Broad Categories: Beer/Wine/Spirits Choosing Broad limits Interests, doesn’t expand 21
  22. 22. Offers, Check-In, RetargetingOffers Check-InRetargeting 22
  23. 23. Connect - Engage - Influence• Engage: Encourage Fans to make some Action on your Page Live Authenticity Be Up To Date Set Community Expectations Participate in Dialog Encourage Interactions Solicit A Call To Action Provide Cohesive Foster Advocacy Branding Source: J. Owyang, “Altimeter Report:The 8 Success Criteria For Facebook Page” Every day, post ahead - Content Calendar ... 23
  24. 24. Content Calendar Illustration Monday Tuesday Wednesday Thursday Friday Saturday Sunday or Week1,2 Winery x Vineyard xIllustration x x Food x Humour x ... 24
  25. 25. Vineyard Photos 25
  26. 26. Winery Photos 26
  27. 27. The Company People 27
  28. 28. Animals 28
  29. 29. Customer Photos in Event Albums 29
  30. 30. Customer Photos at Events 30
  31. 31. Photos of Customers at Events 31
  32. 32. Photos of Tasting Room Customers 32
  33. 33. Asking for Photos 33
  34. 34. Asking for and Sharing Fan’s Photos 34
  35. 35. Agencies are great for Illustrations 35
  36. 36. What Should We Do? 36
  37. 37. What are You Drinking? 37
  38. 38. Asking Questions 38
  39. 39. Asking QuestionsWhere in the world is this bottle of Barefoot Pinot Noir? 39
  40. 40. Personality Questions
  41. 41. Pop Quizzes & Competitions 41
  42. 42. Sneak Peek at New Release... 42
  43. 43. Integrating Twitter + Facebook 43
  44. 44. Humour 44
  45. 45. Humour 45
  46. 46. Humour on the Label 46
  47. 47. Humour #tellajokeday 47
  48. 48. Topical Humour 48
  49. 49. Someecards & Humour 49
  50. 50. Write the Caption Contest All up, 5.9K+ Shares 50
  51. 51. Finish this Song... Caption this Photo... 51
  52. 52. Finish this Sentence... 52
  53. 53. Fill-in-the-blank, Thursday is for ...... 53
  54. 54. Food & Drink Recipes 54
  55. 55. Food: Recipes and Pairing 55
  56. 56. Wine Info 56
  57. 57. Connect - Engage - Influence• Influence: Fans’ Friends • motivate people to post about your wine • contests, photo requests • encourage them to share with their friends• Remember EdgeRank• Put this regularly into your Content Calendar 57
  58. 58. Influence < Engage < Connect Winery Fans Winery Influenced Engaged Fans’ Friends Fans Facebook Users(with an interest in wine) 58
  59. 59. Influence: Customers Spreading the Word 59
  60. 60. Influencing on your behalf 60
  61. 61. Twitter Practice• Strategy? • Brand Personality• 1. Research / Listen / Monitor • wine community and influencers• 2. Build real relationships with real people • Sharing their stuff, mentioning them• 3. Create and find great content• Measure Resonance - does the conversation start, are you retweeted - how long does it last? • Key Difference with Facebook: No EdgeRank in Twitter World, it’s all in the moment, RT, influencer RT • Klout / Kred / Peer Index scores are only indicators Source: Ruth Burr, SEOMoz; Brian Solis 61
  62. 62. “What’s interesting?” for your group of followers• Explain how to do something • search for question words - who, what, where, when, why, is there, why isnt there - answer questions• Sharing• Break news• Provide the bizarre (pics)• Introduce people to other people• Design tweetable moments e.g. events #tag• More sharing, more thoughtful, more stories Source: Ruth Burr, SEOMoz; Brian Solis 62
  63. 63. 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 63
  64. 64. Metrics: Links and Tagging • Links and tagging • Bit.ly: to track links • Google Analytics: tag utm codes to the end of links • ? then &utm_ • source, medium, campaign • Source = specific source • Medium = general source • Campaign = specific promotionwww.mylocalwinestore.com/nz1112/?utm_source=facebook&utm_medium=social-media&utm_campaign=post18Nov11www.mylocalwinestore.com/nz1112/?utm_source=facebook&utm_medium=cpc&utm_campaign=nz1112 64
  65. 65. Metrics: Integrated• Social Connect• EdgeRank tracker• Facebook Insights • mostly “Impressions” not Actions • Real engagement = Comments, Shares, full size Photos,Video plays, Event joins - not Likes • Talking About This includes Likes • Best stat is “Lifetime Post Engaged Users” • Viral data polluted by impressions not actions 65
  66. 66. Metrics: Social Commerce and the simplest way• Social Commerce • e.g. ecwid: Facebook Commerce analytics• SME could just count and compare • Your Hand: finger analytics ;) 66
  67. 67. Metrics• Metric Calculation • This Period vs Previous Period, Competitors vs You• Sentiment: % negative vs neutral vs positive• Twitter: RTs and @ mentions, how long to they last?• Remember Influencers Amplify 67
  68. 68. What we’ll coverPart I: Social Media • Principles • Practices • Software• Part II: Wine Apps • Why use it • What is it • How to create it 68
  69. 69. The Software Wine Directory Social Connect New Wine App Facebook Plugin (for Social Candy) 69
  70. 70. 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 70
  71. 71. What you read Winery Input Details Screenshot Winery Input Digital Media Screenshot 71
  72. 72. What the humans read Winery Output Screenshot: Web Page 72
  73. 73. What the machines read Winery Output Screenshot: JSON 73
  74. 74. Social Connect• Wine Social Media Monitoring and Management 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 74
  75. 75. 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 75
  76. 76. The Vintank Dashboard Summary Top & Recent Mentions ... more recent mentions 76
  77. 77. Report Customized Campaign Report: e.g. event, competitor, tagline Standard Report i.e. last period vs this period 77
  78. 78. More Reports & Price • Competitive set • Earned media vs Owned media • Sentiment Analysis • Influence AnalysisSign up at www.vintank.com 78
  79. 79. Social Candy US$20-30 per month Sign up at www.social-candy.com 79
  80. 80. Sign up for both, then simple 3 step integration1 80
  81. 81. Wine Directory & Social Candy Wines Tab 81
  82. 82. Social Summary• Think EdgeRank: views and Likes are too passive, want Comments & Shares• Think Resonance: RT, @ mentions• 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• Use Metrics: compare one period vs another, do it manually or by Social Connect• Wine Internet database: Wine Directory• Social Media Management: vintank.com Social Connect 82
  83. 83. What we’ll coverPart I: Social Media • Principles • Practices • Software• Part II: Wine Apps • Why use it • What is it • How to create it 83
  84. 84. 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) 84
  85. 85. Wine SoMoLo: Social meet Mobile• Always leave house with 3 items: keys, debit/credit cards, mobile• 488mn people using Facebook mobile every month• 50% of active users use Facebook through their mobile phone and they are twice as active• Facebook is integrated into iPhone and iPad as of the latest iOS version (Oct-12)Social and Mobile meet Local• Offers in the news feed for places pages (400> fans)• Check-In deals (Facebook and FourSquare)• “are you reading this on your mobile phone” come in to day for a free tasting 85
  86. 86. What we’ll coverPart I: Social Media • Principles • Practices • Software• Part II: Wine Apps • Why use it • What is it • How to create it 86
  87. 87. Everyone should have a mobile websiteUsers browsingon their mobiledevices will clickon links to yourpage 87
  88. 88. 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 • App Store • Better iOS integration • Push notifications 88
  89. 89. Outdated Practice 89
  90. 90. Outdated Practice 90
  91. 91. Good Practice 91
  92. 92. Good Practice 92
  93. 93. Best Practice (Almost) 93
  94. 94. Best Practice 94
  95. 95. Facebook Integration: Good to Bad 95
  96. 96. The Pages• Basic Pages: Marketing Strategy? • Wines • Shopping Cart (mCommerce) • About • Wine Club • Location • Social Media sharing & check-in • Tasting Room • Facebook, Twitter (foursquare, SCNVGR, email and SMS) • Blog integration (FB/TW news feed) • Events • Retailer stockists • Videos, technical sheets, QR scanner, food pairings, news, email sign-up, awards, tour & tasting bookings, accommodation, trade, regional/vineyard terroir, regional/vineyard vintage chart, education, 96
  97. 97. 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 97
  98. 98. 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 • App Store distribution Negative: App Store Approval but Web Apps are rapidly improving 98
  99. 99. Web App Pros and Cons • Web App Disadvantages • App Speed • No Access to Hardware (camera?) • No Push Notifications • App integration • No App Store distribution • Web App Advantages • Downloaded over the web • Cheaper • Multi Platform 99
  100. 100. What we’ll coverPart I: Social Media • Principles • Practices • Software:• Part II: Wine Apps • Why use it • What is it • How to create it 100
  101. 101. 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 101
  102. 102. 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 102
  103. 103. 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. 103
  104. 104. 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. 104
  105. 105. Mobile 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 app help you achieve a business objective?• Make sure you at least have a mobile website• Pages depend on your strategy• Apple design guidelines are clear but not followed by many wineries• I recommend Native first (and then Web rather than Android?)• Specify exactly what you want 105
  106. 106. Wine SoMoLo: the Local• Social is connected to Mobile which is connected to Local• Location Based Services • 1. Match unmet demand with unused supply eg Groupon, Facebook Offers, OpenTable • 2. Location Based Social Network eg FourSquare, Facebook local group, Facebook Check-Ins • 3. Local information, search and listings eg Yelp, FourSquare, Google+ Places Source:The Economist 27-Oct-12 Special Report• Local Ads • General too expensive now need to focus on local results town by town• Local Search • Any hint of a local search results in general results being reduced and local results dominating the page 106
  107. 107. Questions? Presentation is available to be downloaded at: http://www.mylocalwinestore.com/wine-social-media/nz1112-seminar/ Contact Details: Bruce McGechan Email: bruce@mylocalwinestore.com Facebook: http://facebook.com/MyLocalWineStore Twitter: @BruceMcGechan Blog: www.MyLocalWineStore.com/blog The End Google+: gplus.to/BruceMcGechan 107
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