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Wine Social Media Mobile App Seminar Nov-12 NZ Tour

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  • 1. Wine Marketing Seminar:How to Use Social Media & Wine Apps to Sell More Wine November 2012 Bruce McGechan
  • 2. Before we start• Phones• Break• Questions• Video• My background 2
  • 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. Wine SoMoLo 1990s• Websites• eCommerce 2000s• Social Media (open from mid’05)• Mobile (the iPhone in ’07)• Local (Yelp & FourSquare from ’09) 4
  • 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. ... 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. What is Social Media?• We use web and mobile technology (“Media”) to• Interact with others (“Social”)• Why? > It’s like VoiceMail 7
  • 8. Wine Market Australia’s Post 8
  • 9. Owned, Paid, Earned Media Owned Paid Media Media Earned Media Source: Sean Corcoran, Forrester Media 9
  • 10. Levels of Social Media Involvement• Your customers? Curating• You? Producing Commenting Sharing Watching Source: Charlene Li, Altimeter Group 10
  • 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. Brand Management and Brand Voice Consumers Competitors Companyhttp://www.mylocalwinestore.com/?p=4241 12
  • 13. Fire --- Ready - Aim• Start with your marketing objectives and strategies • Objective • Strategy • Target Market • Social Media • Substantiation • Time and Money 13
  • 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. 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. 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. 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. 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. Paid Ads• Ad• Sponsored Story• Promoted Post• Offers• Check-Ins• Retargeting 19
  • 20. Standard, Sponsored and PromotedStandard Ad and Sponsored Stories Promoted Post FB page (or to www) 20
  • 21. Interest targeting Wine = exactly #Wine = similar Broad Categories: Beer/Wine/Spirits Choosing Broad limits Interests, doesn’t expand 21
  • 22. Offers, Check-In, RetargetingOffers Check-InRetargeting 22
  • 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. 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. Vineyard Photos 25
  • 26. Winery Photos 26
  • 27. The Company People 27
  • 28. Animals 28
  • 29. Customer Photos in Event Albums 29
  • 30. Customer Photos at Events 30
  • 31. Photos of Customers at Events 31
  • 32. Photos of Tasting Room Customers 32
  • 33. Asking for Photos 33
  • 34. Asking for and Sharing Fan’s Photos 34
  • 35. Agencies are great for Illustrations 35
  • 36. What Should We Do? 36
  • 37. What are You Drinking? 37
  • 38. Asking Questions 38
  • 39. Asking QuestionsWhere in the world is this bottle of Barefoot Pinot Noir? 39
  • 40. Personality Questions
  • 41. Pop Quizzes & Competitions 41
  • 42. Sneak Peek at New Release... 42
  • 43. Integrating Twitter + Facebook 43
  • 44. Humour 44
  • 45. Humour 45
  • 46. Humour on the Label 46
  • 47. Humour #tellajokeday 47
  • 48. Topical Humour 48
  • 49. Someecards & Humour 49
  • 50. Write the Caption Contest All up, 5.9K+ Shares 50
  • 51. Finish this Song... Caption this Photo... 51
  • 52. Finish this Sentence... 52
  • 53. Fill-in-the-blank, Thursday is for ...... 53
  • 54. Food & Drink Recipes 54
  • 55. Food: Recipes and Pairing 55
  • 56. Wine Info 56
  • 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. Influence < Engage < Connect Winery Fans Winery Influenced Engaged Fans’ Friends Fans Facebook Users(with an interest in wine) 58
  • 59. Influence: Customers Spreading the Word 59
  • 60. Influencing on your behalf 60
  • 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. “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. 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. 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. 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. 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. 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. 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. The Software Wine Directory Social Connect New Wine App Facebook Plugin (for Social Candy) 69
  • 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. What you read Winery Input Details Screenshot Winery Input Digital Media Screenshot 71
  • 72. What the humans read Winery Output Screenshot: Web Page 72
  • 73. What the machines read Winery Output Screenshot: JSON 73
  • 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. 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. The Vintank Dashboard Summary Top & Recent Mentions ... more recent mentions 76
  • 77. Report Customized Campaign Report: e.g. event, competitor, tagline Standard Report i.e. last period vs this period 77
  • 78. More Reports & Price • Competitive set • Earned media vs Owned media • Sentiment Analysis • Influence AnalysisSign up at www.vintank.com 78
  • 79. Social Candy US$20-30 per month Sign up at www.social-candy.com 79
  • 80. Sign up for both, then simple 3 step integration1 80
  • 81. Wine Directory & Social Candy Wines Tab 81
  • 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. 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. 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. 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. 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. Everyone should have a mobile websiteUsers browsingon their mobiledevices will clickon links to yourpage 87
  • 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. Outdated Practice 89
  • 90. Outdated Practice 90
  • 91. Good Practice 91
  • 92. Good Practice 92
  • 93. Best Practice (Almost) 93
  • 94. Best Practice 94
  • 95. Facebook Integration: Good to Bad 95
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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