A Little History<br />History is who we are and why we are the way we are.<br />-David C. McCullough<br />
First…There Was The Internet<br />27 Years, 3 Months, 3 Days old<br />1,802,330,457 Users<br />259,561,000 Users in North America<br />76.2% of the North American Population<br />
Second…There Was Search<br />34,000 Searches Per Second<br />75% of Internet Users Search Before They Buy<br />Less Than 13% Visit Page 2<br />11 Years Old<br />
Third…There is The Social Web<br />60% of Americans Use social media<br />89% of Women Use social media<br />5 Hours 35 Minutes: Time Spent on Social Networks Per Month<br />Most Trafficked Website Category on the Internet <br />
105,779,710 Registered Users<br />300,000 More Users Added Every Day<br />600 Million Search Queries Per Day<br />Conversations Show In Google and Bing<br />Conversationally Targeted Advertising<br />
100,000,000 Active Users Last Year<br />400,000,000+ Active Users This Year <br />(and it’s speeding up)<br />Very Business Friendly<br />Highly Targeted Advertising Network<br />Integrated Website Tools<br />
Facebook – The Social Graph<br />Relevance<br />
In Summary<br />The Internet is Huge<br />Search is Becoming Less Relevant<br />Your Friend’s Opinion Has High Relevance<br />Facebook is Bringing Meaning to Activities<br />Facebook Will Own Web Traffic<br />
Challenge and SM Solution<br />Flat demand<br />Make your wine simple through education<br />75% of U.S. wine made by 8 vineyards<br />Find your specialty and focus your brand!<br />Limited shelf space<br />Groundswell through direct requests<br />Complex ratings<br />People rate your wine<br />
Social Media for Wineries<br />What I think I know about you:<br />You are extremely busy and have limited time to commit to social media marketing.<br />You are overwhelmed with the amount of information available about social media.<br />You’re not sure where to start or how to move forward with a social media plan.<br />You feel you NEED to be doing some sort of social media marketing.<br />You’re not really sure what to blog about.<br />You don’t know where to focus your time to get the most out of your efforts.<br />How I can help:<br />Provide a brief outline or structure for building effective social media campaigns.<br />Explain the importance of a blog and how to approach content.<br />Provide 10 ACTIONABLE tips that you can work on after the event. <br />Bonfire Social Media bonfiresocialmedia.com email@example.com | 503.477.9635<br />
Social Media for Wineries<br />Campaign Overview – How I approach a campaign<br />Goals & Outcomes<br />Tools &<br />Content<br />Tactics<br />Strategy<br />Customer<br />Behavior<br /><ul><li>Motivation
Foursquare</li></ul>Quantifiable <br />goals and success metrics<br /> that impact<br />your bottom line.<br />“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<br />Bonfire Social Media bonfiresocialmedia.com firstname.lastname@example.org | 503.477.9635<br />
Social Media for Wineries<br />What is a blog? BLOG = WEBSITE<br />Outdated Webster’s Definition - a web site that contains an online personal journal with reflections, comments, and often hyperlinks provided by the writer. <br />Wikipedia - A blog is a type of website with regular entries of commentary, descriptions of events, or other material such as graphics or video. <br />Pages, posts, comments, images, videos, music, and audio or podcasts. <br />Bonfire Social Media bonfiresocialmedia.com email@example.com | 503.477.9635<br />
Social Media for Wineries<br />Why blog for your business?<br /><ul><li>Increases traffic to your website via search engines, inbound links, RSS, etc.
Provides platform to dialog with your customers.
Very affordable; most blogging platforms are free.
Easy content management system.</li></ul>Bonfire Social Media bonfiresocialmedia.com firstname.lastname@example.org | 503.477.9635<br />
Social Media for Wineries<br />Content Strategy<br />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.<br />Categories: Fill pages, categories, titles, copy with relevant keywords.<br />Compelling Content: Publish valuable content for your customers frequently and consistently. Survey your blogs top content using an analytics platform such as Google Analytics. <br /><ul><li>Monthly Top 10 List
Question/Answer column</li></ul>Bonfire Social Media bonfiresocialmedia.com email@example.com | 503.477.9635<br />
Social Media for Wineries<br />Attracting Visitors<br />‘Build it and they will come’ motto DOES NOT APPLY!<br />Current Customers: Promote blog to current client base. Offer valuable content that keeps them coming back. Monthly or weekly top 10 lists, etc.<br />RSS Syndication: Use Feedburner’s tools to Publicize (PingShot, Email Subscriptions), Optimize (SmartFeed) and perhaps Monetize (AdSense) your feed. <br />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.<br />Social Bookmarking: Share your published content via Reddit, Digg, Delicious, StumbleUpon etc. (Onlywire.com)<br />Search Engines: Optimized posts are quickly indexed by Google, eventually providing targeted traffic to your blog/website.<br />Bonfire Social Media bonfiresocialmedia.com firstname.lastname@example.org | 503.477.9635<br />
Social Media for Wineries<br />Top 10 Action Items<br />1) Create measurable campaign goals and use Google Analytics to help track results.<br />2) Know the value of your fans - how much are they worth to your bottom line?<br />(http://blog.wildfireapp.com/2010/04/19/the-value-of-a-facebook-fan)<br />3) Integrate social media links on primary website.<br />4) Always host blog on own domain and use keywords in titles, categories, etc.<br />5) Print cards/signs with FB and Twitter addresses and place prominently at your physical location.<br />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.<br />7) Reward fans with exclusive deals and previews of new products. Let them own the brand.<br />8) Allow fans to post on your wall, comment on your blog and develop a culture that nurtures an inclusive and open community.<br />9) Customize Facebook URL – Facebook.com/companyname. http://www.facebook.com/username/<br />10) Create Facebook ad.<br />Bonfire Social Media bonfiresocialmedia.com email@example.com | 503.477.9635<br />
Social Media for Wineries<br />Questions/Examples<br />Sokol Blosser Blog: http://sokolblosser.com/blog/<br />Good: Updated frequently, recent post, fun images<br />Areas of opportunity: newsletter signup, buy online, club memberships, special events, April buy special, keywords in categories, no social media integration <br />http://jasonswineblog.com/<br />Julie Heinemann asks:<br />How can I tie it in to revenue? Report on the success, to justify the time spent. <br />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?<br />Bonfire Social Media bonfiresocialmedia.com firstname.lastname@example.org | 503.477.9635<br />
Social Media for Wineries<br />Questions?<br />Bonfire Social Media bonfiresocialmedia.com email@example.com | 503.477.9635<br />