Social Media For Wineries

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Social Media for wineries outlines the possibilities and the framework for building a social media strategy. This event was held 4/26/2010

Social Media for wineries outlines the possibilities and the framework for building a social media strategy. This event was held 4/26/2010

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Transcript

  • 1. Social Media
    For Wineries
  • 2. A Little History
    History is who we are and why we are the way we are.
    -David C. McCullough
  • 3. First…There Was The Internet
    27 Years, 3 Months, 3 Days old
    1,802,330,457 Users
    259,561,000 Users in North America
    76.2% of the North American Population
  • 4. Second…There Was Search
    34,000 Searches Per Second
    75% of Internet Users Search Before They Buy
    Less Than 13% Visit Page 2
    11 Years Old
  • 5. Third…There is The Social Web
    60% of Americans Use social media
    89% of Women Use social media
    5 Hours 35 Minutes: Time Spent on Social Networks Per Month
    Most Trafficked Website Category on the Internet
  • 6. 105,779,710 Registered Users
    300,000 More Users Added Every Day
    600 Million Search Queries Per Day
    Conversations Show In Google and Bing
    Conversationally Targeted Advertising
  • 7. Twitter – The Conversation
    Customer Service
    Industry/Topic News
    Message Broadcast
    Brand Monitoring
  • 8. 100,000,000 Active Users Last Year
    400,000,000+ Active Users This Year
    (and it’s speeding up)
    Very Business Friendly
    Highly Targeted Advertising Network
    Integrated Website Tools
  • 9. Facebook – The Social Graph
    Relevance
  • 10. Relevance Example
    Not Logged In
    Logged In
    Not Logged In
    Logged In
  • 11. Sooooo…The More Fans The Better
  • 12. Where Do I Start?
  • 13. In Summary
    The Internet is Huge
    Search is Becoming Less Relevant
    Your Friend’s Opinion Has High Relevance
    Facebook is Bringing Meaning to Activities
    Facebook Will Own Web Traffic
  • 14. Challenge and SM Solution
    Flat demand
    Make your wine simple through education
    75% of U.S. wine made by 8 vineyards
    Find your specialty and focus your brand!
    Limited shelf space
    Groundswell through direct requests
    Complex ratings
    People rate your wine
  • 15. Questions?
  • 16. Social Media for Wineries
    What I think I know about you:
    You are extremely busy and have limited time to commit to social media marketing.
    You are overwhelmed with the amount of information available about social media.
    You’re not sure where to start or how to move forward with a social media plan.
    You feel you NEED to be doing some sort of social media marketing.
    You’re not really sure what to blog about.
    You don’t know where to focus your time to get the most out of your efforts.
    How I can help:
    Provide a brief outline or structure for building effective social media campaigns.
    Explain the importance of a blog and how to approach content.
    Provide 10 ACTIONABLE tips that you can work on after the event.
    Bonfire Social Media bonfiresocialmedia.com lpeyton@bonfiresmm.com | 503.477.9635
  • 17. Social Media for Wineries
    Campaign Overview – How I approach a campaign
    Goals & Outcomes
    Tools &
    Content
    Tactics
    Strategy
    Customer
    Behavior
    Intersecting behavior with
    messages at the right place
    and time
    Social
    Networking
    Quantifiable
    goals and success metrics
    that impact
    your bottom line.
    “It’s easy to focus on the tools, but without an understanding of the audience and their behavior, you can’t design a strategy or begin to think tactically.” – Page Sands, R2integrated
    Bonfire Social Media bonfiresocialmedia.com lpeyton@bonfiresmm.com | 503.477.9635
  • 24. Social Media for Wineries
    What is a blog? BLOG = WEBSITE
    Outdated Webster’s Definition - a web site that contains an online personal journal with reflections, comments, and often hyperlinks provided by the writer.
    Wikipedia - A blog is a type of website with regular entries of commentary, descriptions of events, or other material such as graphics or video.
    Pages, posts, comments, images, videos, music, and audio or podcasts.
    Bonfire Social Media bonfiresocialmedia.com lpeyton@bonfiresmm.com | 503.477.9635
  • 25. Social Media for Wineries
    Why blog for your business?
    • Increases traffic to your website via search engines, inbound links, RSS, etc.
    • 26. Provides platform to dialog with your customers.
    • 27. Share your knowledge and expertise.
    • 28. Provides value-added services for customers, via events calendars, product reviews, photo-sharing, etc.
    • 29. Creates an online community.
    • 30. Very affordable; most blogging platforms are free.
    • 31. Easy content management system.
    Bonfire Social Media bonfiresocialmedia.com lpeyton@bonfiresmm.com | 503.477.9635
  • 32. Social Media for Wineries
    Content Strategy
    Research: Find out what your prospects are looking for and provide relevant content. Keyword research (Google AdWords Keyword Tool) is essential for an optimized blog.
    Categories: Fill pages, categories, titles, copy with relevant keywords.
    Compelling Content: Publish valuable content for your customers frequently and consistently. Survey your blogs top content using an analytics platform such as Google Analytics.
    Bonfire Social Media bonfiresocialmedia.com lpeyton@bonfiresmm.com | 503.477.9635
  • 40. Social Media for Wineries
    Attracting Visitors
    ‘Build it and they will come’ motto DOES NOT APPLY!
    Current Customers: Promote blog to current client base. Offer valuable content that keeps them coming back. Monthly or weekly top 10 lists, etc.
    RSS Syndication: Use Feedburner’s tools to Publicize (PingShot, Email Subscriptions), Optimize (SmartFeed) and perhaps Monetize (AdSense) your feed.
    Social Media: Integrate your blog with Twitter (Twitterfeed, Hootsuite), Facebook, LinkedIn. Add your blog’s feed to your profile or page. Add a link to your social media profiles in the sidebar of your blog.
    Social Bookmarking: Share your published content via Reddit, Digg, Delicious, StumbleUpon etc. (Onlywire.com)
    Search Engines: Optimized posts are quickly indexed by Google, eventually providing targeted traffic to your blog/website.
    Bonfire Social Media bonfiresocialmedia.com lpeyton@bonfiresmm.com | 503.477.9635
  • 41. Social Media for Wineries
    Top 10 Action Items
    1) Create measurable campaign goals and use Google Analytics to help track results.
    2) Know the value of your fans - how much are they worth to your bottom line?
    (http://blog.wildfireapp.com/2010/04/19/the-value-of-a-facebook-fan)
    3) Integrate social media links on primary website.
    4) Always host blog on own domain and use keywords in titles, categories, etc.
    5) Print cards/signs with FB and Twitter addresses and place prominently at your physical location.
    6) What do you want your fans to do? Create Fan Page around actions – email sign-up, solicit comments, visit website, attend an event - and then make that action as easy as possible.
    7) Reward fans with exclusive deals and previews of new products. Let them own the brand.
    8) Allow fans to post on your wall, comment on your blog and develop a culture that nurtures an inclusive and open community.
    9) Customize Facebook URL – Facebook.com/companyname. http://www.facebook.com/username/
    10) Create Facebook ad.
    Bonfire Social Media bonfiresocialmedia.com lpeyton@bonfiresmm.com | 503.477.9635
  • 42. Social Media for Wineries
    Questions/Examples
    Sokol Blosser Blog: http://sokolblosser.com/blog/
    Good: Updated frequently, recent post, fun images
    Areas of opportunity: newsletter signup, buy online, club memberships, special events, April buy special, keywords in categories, no social media integration
    http://jasonswineblog.com/
    Julie Heinemann asks:
    How can I tie it in to revenue? Report on the success, to justify the time spent.
    Please explain business use of personal pages and business, how are they related? I heard your supposed to start with a personal page then build a business page, is that right?
    Bonfire Social Media bonfiresocialmedia.com lpeyton@bonfiresmm.com | 503.477.9635
  • 43. Social Media for Wineries
    Questions?
    Bonfire Social Media bonfiresocialmedia.com lpeyton@bonfiresmm.com | 503.477.9635