Ingredients for success. Facebook for wineries.

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

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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 http://ow.ly/5sCjO
  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 http://ow.ly/5sDEP
  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>www.facebook.com/recipefoodandbeveragemarketing </li></ul>© 2011 Recipe
  37. 37. © 2011 Recipe Marketing www.recipemarketing.com

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