Ingredients for success. Facebook for wineries.


Published on

In this Facebook overview, we touch on the importance of planning and the creative ways for wineries to engage and grow their Facebook fans.

Published in: Business, Technology
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Ingredients for success. Facebook for wineries.

  1. 1. © 2011 Recipe Marketing
  2. 2. <ul><li>Ingredients For Success </li></ul><ul><li>Facebook for Wineries </li></ul>© 2011 Recipe Marketing
  3. 3. Facebook Stats Worldwide <ul><li>#1 social network in the world (surpassing Google) </li></ul><ul><li>Over ½ billion active users </li></ul><ul><li>250 million people log in every day for an average of 55 minutes. </li></ul><ul><li>68% of U.S. Facebookers when polled said they were more likely to buy on a positive Facebook friend referral. </li></ul>© 2011 Recipe
  4. 4. Facebook Stats For Wineries <ul><li>Over 1 million U.S. Facebookers have interest in “wine” </li></ul><ul><li>1,500 U.S. Facebookers have interest in “zinfandel” </li></ul><ul><li>4,340 U.S. Facebookers have interest in “cabernet sauvignon”. </li></ul><ul><li>5,100 U.S. Facebookers have interest in “chardonnay”. </li></ul><ul><li>1,320 U.S. Facebookers have interest in “box wine”. </li></ul>© 2011 Recipe
  5. 5. <ul><li>So how do you leverage Facebook </li></ul><ul><li>for your winery? </li></ul>© 2011 Recipe
  6. 6. <ul><li>“ The goal isn’t to be good at Facebook – The goal is to be good at business because of Facebook.” </li></ul><ul><li>– Jay Baer, author of Convince & Convert, one of the planet's most popular social media blogs </li></ul>© 2011 Recipe
  7. 7. The 4 C’s of marketing tactics <ul><li>Clarity </li></ul><ul><li>Consistency </li></ul><ul><li>Creativity </li></ul><ul><li>Commitment </li></ul>© 2011 Recipe
  8. 8. 1. Clarity <ul><li>Clear Budget </li></ul><ul><li>Clear Objective </li></ul><ul><ul><li>Build awareness </li></ul></ul><ul><ul><li>Increase sales </li></ul></ul><ul><ul><li>Market research </li></ul></ul><ul><ul><li>Customer service </li></ul></ul><ul><ul><li>Create loyalty </li></ul></ul><ul><ul><li>Optimize other marketing efforts </li></ul></ul>© 2011 Recipe
  9. 9. 1. Clarity <ul><li>Clear Facebook Strategy </li></ul><ul><ul><li>Who is your target audience? </li></ul></ul><ul><ul><li>What’s the best way to reach them? </li></ul></ul><ul><ul><ul><li>Profile vs. Fan Page vs. Places Page </li></ul></ul></ul>© 2011 Recipe Against Facebook TOS
  10. 10. Converting a profile into a business page © 2011 Recipe
  11. 11. Deleting duplicate places © 2011 Recipe
  12. 12. 1. Clarity <ul><li>Clear Facebook Strategy </li></ul><ul><ul><li>What do you want them to do? </li></ul></ul><ul><ul><li>How will you know that it is working? </li></ul></ul><ul><ul><ul><li>Fans </li></ul></ul></ul><ul><ul><ul><li>Web traffic (Google analytics) </li></ul></ul></ul><ul><ul><ul><li>Sales </li></ul></ul></ul><ul><ul><ul><li>Impressions </li></ul></ul></ul><ul><ul><ul><li>SMOR, Facebook insights, Swixhq, peoplebrowsr, socialbaker </li></ul></ul></ul>© 2011 Recipe
  13. 13. 2. Consistency <ul><li>Consistent Brand Image </li></ul><ul><li>Consistent Brand Personality </li></ul><ul><li>Consistent Posting Presence </li></ul><ul><ul><li>Hootsuite </li></ul></ul><ul><ul><li>Social oomph </li></ul></ul><ul><ul><li>Postling </li></ul></ul><ul><ul><li>Tweetdeck </li></ul></ul>© 2011 Recipe
  14. 14. 2. Consistency <ul><li>Consistent Brand Image </li></ul><ul><ul><li>Page picture </li></ul></ul><ul><ul><li>(180px by 540px) </li></ul></ul>© 2011 Recipe
  15. 15. 2. Consistency <ul><li>Consistent Brand Image </li></ul><ul><ul><li>Having a landing page doubles likeability (520 px width) </li></ul></ul><ul><ul><li>Tabsite, North Social and Pagelever have plug and play Facebook landing page apps. </li></ul></ul>© 2011 Recipe
  16. 16. 2. Consistency <ul><li>Consistent Brand Image </li></ul><ul><ul><li>Is your Facebook image consistent with your brand? </li></ul></ul><ul><ul><li>Named correctly </li></ul></ul><ul><ul><li>Vanity URL (once you have 25 fans) </li></ul></ul>© 2011 Recipe
  17. 17. Facebook Fact <ul><li>“ 199 out of every 200 interactions (99.5%) come from the user’s wall (or newsfeeds). This means that almost nobody is coming back to your fan page after they visit it the first time .” </li></ul><ul><li>- Jeff Widman, CEO BrandGlue 2010 </li></ul>© 2011 Recipe
  18. 18. 2. Consistency <ul><li>Consistent Personality </li></ul><ul><ul><li>Admin rules </li></ul></ul><ul><ul><li>Page wall moderating guidelines </li></ul></ul><ul><ul><li>Have set times for who checks the wall and when and how they respond. </li></ul></ul>© 2011 Recipe
  19. 19. 2. Consistency <ul><li>When To Post </li></ul><ul><ul><li>Facebook marketing </li></ul></ul><ul><ul><li>software company, Buddy </li></ul></ul><ul><ul><li>Media, found that </li></ul></ul><ul><ul><li>companies that post </li></ul></ul><ul><ul><li>content on their Facebook </li></ul></ul><ul><ul><li>pages outside normal </li></ul></ul><ul><ul><li>business hours see </li></ul></ul><ul><ul><li>engagement rates that are </li></ul></ul><ul><ul><li>20% higher than average </li></ul></ul>© 2011 Recipe
  20. 20. 2. Consistency <ul><li>How Often To Post </li></ul><ul><ul><li>Depends on your fans </li></ul></ul><ul><ul><li>Once a day to three days a week </li></ul></ul><ul><ul><li>A study done by social media toolbar provider, Visibli, found that Facebook posts get 50% of their likes in the first 80 minutes. It takes 22 hours for that same post to get 95% of its likes. </li></ul></ul>© 2011 Recipe
  21. 21. 2. Consistency © 2011 Recipe
  22. 22. Facebook Fact <ul><li>Not all your posts end up in your fan’s newsfeeds. </li></ul>© 2011 Recipe
  23. 23. Facebook Edge Rank <ul><li>How often a user interacts with your Facebook Fan Page content. </li></ul><ul><li>The type of interaction </li></ul><ul><li>– comments are weighted heavier than likes. </li></ul><ul><li>Content recency </li></ul>© 2011 Recipe
  24. 24. What’s the secret sauce for fan engagement? © 2011 Recipe
  25. 25. 3. Creativity <ul><li>Creativity With Your Content </li></ul><ul><ul><li>Events </li></ul></ul><ul><ul><li>Videos </li></ul></ul><ul><ul><li>Photos </li></ul></ul><ul><ul><li>Import blog </li></ul></ul><ul><ul><li>Add custom content </li></ul></ul><ul><ul><li>Third party articles </li></ul></ul><ul><ul><li>Testimonials </li></ul></ul><ul><ul><li>Follow 80/20 rule </li></ul></ul>© 2011 Recipe
  26. 26. 3. Creativity <ul><li>Creativity With Your Content </li></ul><ul><ul><li>Create experiences, MOTM, Expert Fridays </li></ul></ul><ul><ul><li>Ecommerce (cruvee app) </li></ul></ul><ul><ul><li>Promotions (contests, coupons and sweepstakes via wildfire) </li></ul></ul>© 2011 Recipe
  27. 27. 3. Creativity <ul><li>Creativity With Your Content </li></ul><ul><ul><li>Deals </li></ul></ul><ul><ul><ul><li>4 types to choose from: individual, loyalty, friend, charity </li></ul></ul></ul><ul><ul><ul><li>Viral promotion of your Deals *inside* Facebook </li></ul></ul></ul>© 2011 Recipe Info from Mari Smith
  28. 28. 3. Creativity <ul><li>Creativity With Your Posts </li></ul><ul><ul><li>Is your post relevant, engaging, memorable and actionable? </li></ul></ul><ul><ul><ul><li>Questions </li></ul></ul></ul><ul><ul><ul><li>Mix it up, not all serious </li></ul></ul></ul><ul><ul><ul><li>Breaking news </li></ul></ul></ul><ul><ul><ul><li>Tips </li></ul></ul></ul><ul><ul><ul><li>Guest Facebookers </li></ul></ul></ul><ul><ul><ul><li>Poll of the day </li></ul></ul></ul><ul><ul><ul><li>Ask about a topic everyone is experiencing </li></ul></ul></ul>© 2011 Recipe
  29. 29. 3. Creativity <ul><li>Creativity With Promoting Your Page </li></ul><ul><ul><li>Invite your contacts </li></ul></ul>© 2011 Recipe
  30. 30. 3. Creativity <ul><li>Creativity With Promoting Your Page with Mobile </li></ul><ul><ul><li>250M+ active users access Facebook via mobile </li></ul></ul><ul><ul><li>Twice as active </li></ul></ul><ul><ul><li>Embrace Places and Deals </li></ul></ul>© 2011 Recipe Text: Like Recipefoodandbeveragemarketing to 32665
  31. 31. 3. Creativity <ul><li>Creativity With Promoting Your Page </li></ul><ul><ul><li>Give people lots of ways to like you </li></ul></ul><ul><ul><li>Open graph/Social plugins </li></ul></ul><ul><ul><li>Facebook Send button (NEW!) </li></ul></ul>© 2011 Recipe
  32. 32. 3. Creativity <ul><li>Creativity With Promoting Your Posts </li></ul><ul><ul><li>Like them </li></ul></ul><ul><ul><li>Comment on them </li></ul></ul><ul><ul><li>Share them </li></ul></ul><ul><ul><li>@ tags </li></ul></ul><ul><ul><li>Facebook Ads </li></ul></ul>© 2011 Recipe
  33. 33. 4. Commitment <ul><li>Commitment To Facebook Success </li></ul><ul><ul><li>Posting regularly </li></ul></ul><ul><ul><li>Engaging authentically </li></ul></ul><ul><ul><li>Measuring often </li></ul></ul><ul><ul><li>Making adjustments </li></ul></ul><ul><ul><li>Rinse and repeat </li></ul></ul>© 2011 Recipe
  34. 34. <ul><li>“ Don’t have a social presence if you won’t be </li></ul><ul><li>present.” </li></ul><ul><li>– Anonymous </li></ul>© 2011 Recipe
  35. 35. Facebook Post Script <ul><li>Facebook is just one tactic in your marketing toolbox </li></ul><ul><ul><li>Think deep and wide engagement. Communicate across multiple channels </li></ul></ul><ul><ul><ul><li>Twitter </li></ul></ul></ul><ul><ul><ul><li>Linkedin </li></ul></ul></ul><ul><ul><ul><li>Website </li></ul></ul></ul><ul><ul><ul><li>Blog </li></ul></ul></ul><ul><ul><ul><li>Advertising </li></ul></ul></ul><ul><ul><ul><li>Public Relations </li></ul></ul></ul>© 2011 Recipe
  36. 36. Thank You! <ul><li>See you on Facebook </li></ul><ul><li> </li></ul>© 2011 Recipe
  37. 37. © 2011 Recipe Marketing