ROI of Blogger Press Trips and How to do it right!

R.O.I. Of “bloggers” wine trips Ryan Opaz & Simon Woolf www.vrazon.com & www.themorningclaret.comSaturday, January 19, 13

Simon Woolf ! •  Award winning wine blogger/writer! •  Web technologist! •  Lover of food, wine and obscure grape varieties!Saturday, January 19, 13

Ryan Opaz ! •  Award winning wine blogger/writer! •  Wine Online Advocate and Speaker! •  Wine, food and photography traveler!Saturday, January 19, 13

What’s wrong with the “press trip” Who are the press today? What is your time frame? Where are your customers? Lack of Control.Saturday, January 19, 13

Why do we need an alternative to press trips? Immediacy New markets New demographics Who owns the content The world isLiveSaturday, January 19, 13

The need for a better experience Interaction Market research No more show and tell Accommodate new Mediums Speak to niche communitiesSaturday, January 19, 13

Social media doesnt always stickaround – tweets, fb posts are oftengone within 24 hours But excellent for planting the seed and getting keywords onto the netSaturday, January 19, 13

Both are valid Different audiences Print journalism may be longer lasting May take much longer to be publishedSaturday, January 19, 13

What are you selling?Saturday, January 19, 13

explanation...you had to be there.Saturday, January 19, 13

experience...come with us.Saturday, January 19, 13

main differences...today 1.Audience 2.Time Frame 3.FeedbackSaturday, January 19, 13

•Difference for participants More sociable atmosphere Its not their fulltime job But . . .Saturday, January 19, 13

Remember . . . Its not a holiday Youre there to learn, taste, observe and promote the winery/wine region/country Whos paying for the trip? What are they expecting to get out of it?Saturday, January 19, 13

What we want/need as the “new guard” Some Context for the Trip WIFI provision Total Immersion Down TimeSaturday, January 19, 13

Case Study: Etna Participant experience ➡Large amount of information provided pre-trip ➡Dedicated web portal for the trip ➡Informal - time spent on wine, not meeting and greeting ➡Well chosen group - varied and balancedSaturday, January 19, 13

Case Study: Etna Consorzio experience ➡Measurable results related to visibility on the web ➡A seed that generated curiosity and interest ➡Impressed with variety and quality of content ➡Expectations were surpassed!Saturday, January 19, 13

Case Study: Etna Creation of a product ➡Storify and wordpress used to “Productise” and persist the output ➡20+ online articles including mainstream websites ➡Substantial social media activity for 2+weeksSaturday, January 19, 13

Case Study: #Douro12 ➡ Diversity ➡ Culture, Food, Wine, Tech, Experience ➡ ContrastsSaturday, January 19, 13

A few tips for a better trip.Saturday, January 19, 13

Pre Trip ➡Plan Well ➡Pick a Hashtag ➡Educate in Advance ➡Set up auto posts ➡Know your participantsSaturday, January 19, 13

Trip ➡Keep to a schedule ➡Figure out who needs the alarm call ➡Maximise social channels: Retweet, share, like ➡Be open to schedule changesSaturday, January 19, 13

REMEMBER: Google ReaderArchive it. Hootsuite Eventifier Tumblr Wordpress Bundlr Delicious EvernoteSaturday, January 19, 13

➡ Follow up Post Trip ➡ Aggregate ➡ Talk ➡ Chase articles and other content ➡ Incentivise participants (eg: competition) ➡ Aggregate content ➡ Follow-up social events, tastings if feasibleSaturday, January 19, 13

•Common Errors to Avoid ➡ Too tight schedule – no downtime ➡ No variety in venues, tasting formats ➡ Too much tourism, not enough wine ➡ No flexibility – different people have a different pace ➡ No diversity in the participants ➡ No pre-planning or follow-upSaturday, January 19, 13

Finally...WHO? ➡Think Different ➡Audience size is does not always = bigger is better ➡Find advocates ➡Find influencers ➡Find explorers ➡Think Show & TellSaturday, January 19, 13

Thank you writer/tech - @simonjwoolf projects/speaking - @ryanopazSaturday, January 19, 13

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ROI of Blogger Press Trips and How to do it right!

by Ryan Opaz on Jan 19, 2013

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