SEATTLE WINE AWARDS
   771 Washington wines tasted blind. 15 judges.
       Now the winners have been chosen!
    Come Tas...
“VISION” = REAL-TIME EVENT
    Social Media, Live Bloggers, Twitter Team, Photo Team
      HD Interview Studio, Live Video...
DAY ONE - STRATEGY
Take Inventory
List Current Digital Marketing Ecosystem
What Are we Going to Measure?
How Are we Going ...
SOCIAL + MEDIA

          OUR GOAL:

           HIGH TOUCH
BUILD EVERYONE’S BRAND INVOLVED
 ACROSS MULTIPLE TOUCH POINTS
 ...
Create Media that is
Indexed by the Search Engines &
    Loved by your Audience

         Publish across
  multiple syndic...
To own Search > Make Media!
Leverage Social and Build w/Media

                   DISCOVERABILITY
                   Searc...
TAKE INVENTORY
        SMALL TEAM & MINIMAL BUDGET

      SWA had a Strong Event Foundation
    But Missing Digital Strate...
Digital Marketing Ecosystem Map
Take Inventory of Current Digital Marketing Ecosystem
  Rank Order Ecosystem Needs by Time...
BUILD DIGITAL
  MARKETING ECOSYSTEM
Social + Media Web Services - They All Connect via API’s
Capture Low Hanging Fruit - “...
@wineawards




CAPTURE & BRAND
   ECOSYSTEM
CREATE “TRAFFIC NETWORK”
FIX WEBSITE!
PLEASE FIX!
               Direct Response
                Call to Action
              Leverage HD Video
   ...
INTERNET DASHBOARD
            Command and Control Center
Real-Time Monitoring of your Digital Marketing Ecosystem
SOCIAL + MEDIA
              MONITORING
     Locate Who is Talking About What, When & Where?
Aggregate Feeds & Plug the Re...
Develop Keyword Taxonomy
  “Wine, Washington, Etc.”




   SEARCH SOCIAL GRAPH
           Identify Targeted Bloggers & Twi...
LASER SCOPING
  Wine + Washington
Blogs at Lunch
                                         Video at Night




      WORK FLOWS -1,2,3
Map out Work Flow Seque...
COMMAND & CONTROL
  Real-Time Event Operations Center
BUILD TEAM = TWEET UP!
  Create a Center of Gravity = People + Face to Face
Give Team Power and Jobs = Buy In, Membership,...
UW INTERNS - “THE ANGELS”
    Create UW Internship Program - Kathy Gill is a Pro
         Signup Wine Makers to Twitter at...
GENERATE FIRST BUZZ WAVE
 Announce Wine Maker Finalists (70+ Total) “Buzz-Bytes”
           Leverage Social Media + Videos...
CREATE, PUBLISH, PROMOTE
OUR TASTING PANEL
                                                                                                        ...
VIDEO INVITATION
EMAIL MARKETING
OUR TASTING PANEL
                                                                                                        ...
TV MEDIA PARTNERS
Cross Promote with Contest and Events Ticket Prizes
      Leverage Traditional, Digital & Social Media
MONITOR BUZZ & JUICE IT
      Use Dashboard Monitoring to Identify Buzz
SEO Juice the Buzz > Blog, Social w/ personal @men...
Traffic Links




                                                                    Like’s = Social Proof



            ...
WEEK OF SHOW
 Work the Social Networks - “Friend Up” was like an invite
Travel Social Graph, Use Twitter Lists, Search, Ta...
DAY OF SHOW
Lights, Makeup, Camera, Action.... Tweet, Tweet, Tweet!!
SIGN UP WINE MAKERS WITH
   TWITTER ACCOUNTS
HashTag: #seawineawards




DISPLAY LIVE WEB
CONVERSATIONS
PHOTO STREAMS
EXTEND YOUR REACH
LIVE STREAMING VIDEO
GENERATE MORE HD VIDEO
     Record Extra B-Roll, Produce Short Segments
Schedule Calendar for Automated Posting to Social ...
RESULTS
Metrics

•       20+ Blog Posts Generated
•       60+ Web Videos - Invite Video 494 Views | Total Views: 1,250+
• ...
POST EVENT
SOCIAL MEDIA ANALYTICS
Keep Building the Wave- Leverage Social + Media !!!
     Build Social Networks with a La...
NEW TWITTER LISTS
458+ MENTIONS
458+ MENTIONS
BELLAGIO
ReTweet = Social Proof
BLOG POSTS
VIDEO STATS
VIDEO SEO
LIVE STREAMING
 70 Views and Counting
PHOTO STATS
1,457 Photo Views on Flickr
MURPHY GOODE
Two of our Twitter Team Members bead out 5,000 applicants
        for the Murphy Goode Wine Job Contest
RIDE THE WAVE AFTER EVENT
 Tweets with @winemaker Names & Award Information
  Tweet Photos & Videos | Tweet Blog Posts | R...
ANALYZE & ITERATE
Fill in the Gaps > Get Feedback > Analyze > Iterate
WHAT DID WE LEARN?
•Internet Dashboards are Critical for Operations
•Keep up with Social Media Mavens and Fast Moving Tech...
TRAINING
AUTOMATE WORK FLOWS
Mobilize Facebook, Twitter,
                                     YouTube, Flickr, Delicious, Yelp,
                       ...
USE ALIEN TECHNOLOGY!
    Real-Time Video Production
USE ALIEN TECHNOLOGY!
    Real-Time Video Production
REAL-TIME HD VIDEO
      Save Time from 2-3hrs down to 5 minutes
Out Produce your Competition, Win Mind-Share & SEO
RE-BUILD INFRASTRUCTURE
New CMS/Blog, BuddyPress, Email Marketing, Tweetfunnel
   Google Analytics MultiVariate Testing & ...
PERSONALIZED MEDIA
     MULTIVARIATE FUNNELS
                A/B and Multivariate Testing
Personalized > Print to Digital ...
THANK YOU! QUESTIONS?



           http://www.timreha.com
              timreha@gmail.com
          206-375-9500 Seattle,...
Seattle Wine Awards - Integrated Digital Marketing and Social Media
Seattle Wine Awards - Integrated Digital Marketing and Social Media
Seattle Wine Awards - Integrated Digital Marketing and Social Media
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Seattle Wine Awards - Integrated Digital Marketing and Social Media

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Presentation for the 2009 Seattle Wine Awards. A real-time event that leverages a digital marketing ecosystem comprised of social media, monitoring, email marketing, HD web video, live streaming, photo streams, internet dashboards and more..

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  • Seattle Wine Awards - Integrated Digital Marketing and Social Media

    1. 1. SEATTLE WINE AWARDS 771 Washington wines tasted blind. 15 judges. Now the winners have been chosen! Come Taste the Best Washington Wines
    2. 2. “VISION” = REAL-TIME EVENT Social Media, Live Bloggers, Twitter Team, Photo Team HD Interview Studio, Live Video Stream, PR Team Goal: Ticket Sales, Foundation, Brand & Promote Wine Makers
    3. 3. DAY ONE - STRATEGY Take Inventory List Current Digital Marketing Ecosystem What Are we Going to Measure? How Are we Going To Measure It? What are our Key Success Criteria? What is Executable in a Short Time Frame, Small Budget? What will we Do with What we Learn? How do we Iterate Rapidly and Build Feedback Loops?
    4. 4. SOCIAL + MEDIA OUR GOAL: HIGH TOUCH BUILD EVERYONE’S BRAND INVOLVED ACROSS MULTIPLE TOUCH POINTS BUILD SOCIAL + MEDIA ASSETS HAPPY CUSTOMERS REFERRALS
    5. 5. Create Media that is Indexed by the Search Engines & Loved by your Audience Publish across multiple syndication points. Cross-thread and back to your landing page Create and Participate in Conversation on Social Web Manage & Analyze Optimize with Rapid Iterations
    6. 6. To own Search > Make Media! Leverage Social and Build w/Media DISCOVERABILITY Search Engine Optimization Universal SearchMultiple Touch Points Social Merging with Search 70% Word of Mouth Social Drives Link Juice Direct Response Traffic Rich Media Builds Brand Data for Analytics Knowledge Disruptive Business Models
    7. 7. TAKE INVENTORY SMALL TEAM & MINIMAL BUDGET SWA had a Strong Event Foundation But Missing Digital Strategy & Technology •Website on Old Server and No Blog •No Email Marketing / Database in Outlook •One Social Media Page on Facebook •No New Promotional Video, YouTube or Other Video Channels •No Live Streaming Video Channels •No Photo Flickr Channel •No Blogger or Twitter Team | PR Company not “Digital”
    8. 8. Digital Marketing Ecosystem Map Take Inventory of Current Digital Marketing Ecosystem Rank Order Ecosystem Needs by Time, Cost, ROI Schedule Phase One and Two Development Set Timeline, Execute, Training Analytics > Feedback Loops > Optimize > Iterate >
    9. 9. BUILD DIGITAL MARKETING ECOSYSTEM Social + Media Web Services - They All Connect via API’s Capture Low Hanging Fruit - “Your Brand” across all sites
    10. 10. @wineawards CAPTURE & BRAND ECOSYSTEM
    11. 11. CREATE “TRAFFIC NETWORK”
    12. 12. FIX WEBSITE! PLEASE FIX! Direct Response Call to Action Leverage HD Video Add Social + Media FROM LANDING PAGE TO BACK OF SHOPPING CART
    13. 13. INTERNET DASHBOARD Command and Control Center Real-Time Monitoring of your Digital Marketing Ecosystem
    14. 14. SOCIAL + MEDIA MONITORING Locate Who is Talking About What, When & Where? Aggregate Feeds & Plug the Real-Time Data into the Dashboard Save Time, Everything in One Place = Real-Time Reactions
    15. 15. Develop Keyword Taxonomy “Wine, Washington, Etc.” SEARCH SOCIAL GRAPH Identify Targeted Bloggers & Twitterati Digital Media Partners (WINO Mag, Facebook Groups,etc.)
    16. 16. LASER SCOPING Wine + Washington
    17. 17. Blogs at Lunch Video at Night WORK FLOWS -1,2,3 Map out Work Flow Sequence 1,2,3 - Align in Dashboard Analytics>SEO>Content>Social Syndication>Discovery Measure your “Digital Signal” and the “Competition”
    18. 18. COMMAND & CONTROL Real-Time Event Operations Center
    19. 19. BUILD TEAM = TWEET UP! Create a Center of Gravity = People + Face to Face Give Team Power and Jobs = Buy In, Membership, Reward Create Calendar and Timeline = Milestones Create On-Line Conversation After TweetUp = Buzz
    20. 20. UW INTERNS - “THE ANGELS” Create UW Internship Program - Kathy Gill is a Pro Signup Wine Makers to Twitter at Event Live Tweet Event #seawineawards, Photography + Video
    21. 21. GENERATE FIRST BUZZ WAVE Announce Wine Maker Finalists (70+ Total) “Buzz-Bytes” Leverage Social Media + Videos Release “Win Free Tickets” Contests - On All Channels
    22. 22. CREATE, PUBLISH, PROMOTE
    23. 23. OUR TASTING PANEL BACK ROW L R: David LeClaire~Seattle Uncorked, Rob Ord~International Sommelier Guild, Gerry Warren~Seattle Wine Award inners Society, Christopher Chan~Executive Director*, Phillip Dunn~Canlis, Tim O’Brien~Salty’s Restaurants, Mark Takagi~Metropolitan Markets, Jeff Fournier~Esquin Wine Merchants FRONT ROW L R: Bob Bain~Fine Wine Specialist, Thomas Price~Metropolitan Grill, Ryan Allison~Cellar 46, Amy Mumma~CWU World Wine Program, Lisa Rongren~ The Herbfarm, Jake Kosseff~Kosseff Wine Consulting, Ole Thompson~Wild Ginger/The Triple Door, Doug Charles~ Compass Fine Wines *Seattle Wine Awards Executive Director, Christopher Chan did not participate in the Tasting. CABERNET FRANC CABERNET SAUVIGNON CONTINUED CABERNET SAUVIGNON CONTINUED CHARDONNAY CONTINUED MERLOT CONTINUED $35.01 – Up $35.01 – Up $20.01 – $35.00 $20.00 – Under $35.01 – Up GOLD 2006 Basel Cellars Estate Winery SILVER 2005 Kestrel Vintners Old Vine Cabernet Cabernet Estate Vineyards, Wahluke Slope SILVER 2007 Saint Laurent Estate Estate SILVER 2005 Northstar Winery Merlot, Walla Walla Cabernet Franc, Walla Walla Sauvignon, Yakima Valley BRONZE 2006 Stomani Cellars & Winery Chardonnay Vineyards, Wahluke Slope BRONZE 2006 Ch Ste Michelle “Ethos Merlot,” SILVER 2006 Cougar Crest Estate Winery Estate SILVER 2006 Maryhill Proprietor’s Reserve Cabernet Sauvignon, Columbia Valley SILVER 2007 Tamarack Cellars Chardonnay, Columbia Valley Cabernet Franc, Walla Walla Cabernet Sauvignon, Columbia Valley BRONZE 2006 Zero One Vintners The Wild Sky Columbia Valley SILVER 2006 Pepper Bridge Winery Cabernet Sauvignon, Walla Walla BRONZE 2007 Northwest Cellars Chardonnay, $20.01 – $35.00 $20.01 – $35.00 Cabernet Sauvignon, Walla Walla Minick Vineyard DOUBLE GOLD 2006 Five Star Cellars Merlot, DOUBLE GOLD 2007 Walla Walla Vintners SILVER 2005 Reininger Winery Cabernet Sauvignon, $20.00 – Under BRONZE 2007 NW Wine Academy Chardonnay Walla Walla Cabernet Franc, Columbia Valley Walla Walla GOLD 2005 Hyatt Vineyards Roza Oak Aged, Wycoff Vineyards DOUBLE GOLD 2006 Maryhill Proprietor’s GOLD 2007 Vin du Lac Barrel Select Cabernet Franc, BRONZE 2006 37 Cellars Cabernet Sauvignon, Cabernet Sauvignon, Rattlesnake Hills Reserve Merlot, Columbia Valley Columbia Valley GOLD 2006 Maryhill Cabernet Sauvignon, GOLD 2006 Barnard Griffin Reserve Merlot, Columbia Valley DESSERT STYLE WINES SILVER 2006 Fielding Hills Winery Cabernet Franc, BRONZE 2005 Page Cellars Preface Columbia Valley Columbia Valley Riverbend Vineyard Cabernet Sauvignon, Red Mountain SILVER 2006 Powers Winery Reserve $35.01 – Up GOLD 2006 Cougar Crest Estate Winery Estate Merlot, SILVER 2006 Gamache Vintners Estate BRONZE 2006 Rock Meadow Cellars Cabernet Sauvignon, Wahluke Slope DOUBLE GOLD 2006 CR Sandidge “KISS,” Walla Walla Cabernet Franc, Columbia Valley Cabernet Sauvignon, Sagemoor Vineyard SILVER 2006 San Juan Vineyards Columbia Valley GOLD 2006 DeLille D2, Columbia Valley BRONZE 2006 Cullin Hills Cabernet Franc, BRONZE 2005 Silver Lake Grand Reserve Cabernet Sauvignon, Yakima Valley GOLD 2006 Tertulia Cellars Merlot, Weinbau Vineyard SILVER 2007 Wines of Substance $20.01 – $35.00 Pepper Bridge Vineyard Cabernet, Columbia Valley GOLD 2007 Kiona Vineyard Ice Wine, Yakima Valley BRONZE 2006 RioVista Wines Cabernet Franc, BRONZE 2006 Va Piano Vineyards Cabernet Sauvignon, Columbia Valley GOLD 2007 Walla Walla Vintners Merlot, Walla Walla Columbia Valley BRONZE 2006 Arbor Crest Cabernet Sauvignon, SILVER 2006 Covey Run Reserve Semillon Ice Wine, SILVER 2006 Couvillion Merlot, Cabernet Sauvignon, Columbia Valley Phil Church Vineyard BRONZE 2007 Tamarack Cellars Cabernet Franc, Columbia Valley Sagemoor & Bachus Block 4 Wahluke Slope $20.01 – $35.00 BRONZE 2006 Ginkgo Forest Winery BRONZE 2006 Heavens Cave Cellars Icicles Riesling SILVER 2007 Gordon Brothers Cellars Merlot, DOUBLE GOLD 2006 Alexandria Nicole Cellars Cabernet Sauvignon, Wahluke Slope Ice Wine, Destiny Ridge Columbia Valley $20.00 – Under Cabernet Sauvignon, Alderdale Vineyard BRONZE 2006 Hogue Cellars Genesis $20.00 – Under SILVER 2005 Reininger Winery Helix Merlot, GOLD 2006 NW Wine Academy Cabernet Franc, DOUBLE GOLD 2006 Milbrandt Vineyards Estates Cabernet Sauvignon, Columbia Valley DOUBLE GOLD 2008 Pacific Rim Winemakers Stillwater Creek Vineyard Columbia Valley Cabernet Sauvignon, Wahluke Slope BRONZE 2006 Milbrandt Vineyards Traditions Framboise, Washington State SILVER 2005 Whitman Cellars Merlot, Walla Walla GOLD 2006 Willow Crest Winery Cabernet Franc, DOUBLE GOLD 2006 Reininger Winery Helix Cabernet Sauvignon, Columbia Valley DOUBLE GOLD 2007 Pacific Rim Winemakers BRONZE 2007 Barrage Cellars “Trifecta Merlot,” Yakima Valley Cabernet Sauvignon, Columbia Valley BRONZE 2006 Sagelands Four Corners Vin de Glaciere “Selenium,” Columbia Valley Columbia Valley SILVER 2006 Rock Meadow Cellars Cabernet Franc, DOUBLE GOLD 2006 Watermill Winery Cabernet Sauvignon, Columbia Valley DOUBLE GOLD 2007 Heavens Cave Cellars BRONZE 2005 Hogue Cellars Reserve Merlot, Sagemoor Vineyard Cabernet Sauvignon, Walla Walla Nobility Lake Harvest Riesling, Destiny Ridge Wahluke Slope BRONZE 2006 Windy Point Vineyards Cabernet Franc, Yakima Valley GOLD 2006 Bella Terrazza Vineyards CHARDONNAY BRONZE 2006 Three Rivers Winery Merlot, Cabernet Sauvignon, Columbia Valley MALBEC Champoux Vineyard GOLD 2004 Glen Fiona Cabernet Sauvignon, $35.01 – Up BRONZE 2006 Ward Johnson Winery Merlot, e Seattle Wine Awards is the CABERNET SAUVIGNON Columbia Valley GOLD 2007 Woodward Canyon Chardonnay, $35.01 – Up Red Mountain GOLD 2006 Gordon Brothers Cellars Washington State DOUBLE GOLD 2006 Alder Ridge Winery Malbec, most prestigious and comprehensive $35.01 – Up Cabernet Sauvignon, Columbia Valley GOLD 2007 Côte Bonneville Chardonnay, Horse Heaven Hills BRONZE 2005 Zerba Cellars Merlot, Columbia Valley DOUBLE GOLD 2006 Alder Ridge Winery DuBrul Vineyard independent Washington wine Cabernet Sauvignon, Horse Heaven Hills GOLD 2006 Sagelands Cabernet Sauvignon, GOLD 2006 Ash Hollow Estate Malbec, Walla Walla PINOT GRIS DOUBLE GOLD 2006 Barnard Griffin Andrews Vineyard $20.01 – $35.00 recognition program in the world. On Reserve Cabernet Sauvignon, Columbia Valley GOLD 2006 Sagelands Cabernet Sauvignon, DOUBLE GOLD 2006 Ch Ste Michelle Cold Creek $20.01 – $35.00 $20.00 – Under Spring Creek Vineyard DOUBLE GOLD 2006 Watermill Winery Malbec, DOUBLE GOLD 2008 Hogue Cellars Pinot Gris April 25th and 26th, 15 of Seattle’s DOUBLE GOLD 2005 Boudreaux Cellars GOLD 2004 Sandhill Winery Cabernet Sauvignon, Chardonnay, Columbia Valley Walla Walla Columbia Valley Reserve Cabernet Sauvignon, Washington State GOLD 2007 Buty Chardonnay, Conner Lee Vineyard DOUBLE GOLD 2007 William Church Winery Malbec most prominent wine professionals DOUBLE GOLD 2006 Cougar Crest Estate Winery Red Mountain GOLD 2006 Ch Ste Michelle “Ethos Chardonnay,” Wahluke Slope Cabernet Sauvignon Estate, Walla Walla SILVER 2006 Otis Kenyon Wine Cabernet Sauvignon, Columbia Valley RED BORDEAUX STYLES tasted and evaluated 764 Washington DOUBLE GOLD 2007 Obelisco Estate Walla Walla GOLD 2007 Olsen Estates Chardonnay, Yakima Valley GOLD 2006 Three Rivers Winery Malbec, Columbia Valley $35.01 – Up SILVER 2006 Powers Winery Cabernet Reserve, SILVER 2006 Barnard Griffin Malbec, Columbia Valley wines in a single-blind format Cabernet Sauvignon, Red Mountain Champoux Vineyard SILVER 2007 Dusted Valley Vintners SILVER 2006 Tertulia Cellars Malbec, Columbia Valley DOUBLE GOLD 2004 CR Sandidge “Tri*Umph,” GOLD 2005 DeLille Grand Ciel Cabernet Sauvignon, Chardonnay Old Vine, Yakima Valley Yakima Valley BRONZE 2006 Gilbert Cellars Estate Malbec, (meaning grape variety is known, Red Mountain SILVER 2006 Saviah Cabernet Sauvignon, SILVER 2007 L’Ecole No 41 Columbia Valley Wahluke Slope DOUBLE GOLD 2005 Fort Walla Walla Cellars “Treaty,” GOLD 2006 Dusted Valley Vintners Reserve Walla Walla Chardonnay Columbia Valley but not the price or producer) and Walla Walla Cabernet Sauvignon, Walla Walla SILVER 2005 Tasawik Vineyards Cabernet Sauvignon, SILVER 2007 Tsillan Estate Chardonnay, Columbia Valley MERLOT GOLD 2006 Baer Winery “Ursa,” Columbia Valley Columbia Valley awarded the top wines with Double GOLD 2006 Fidelitas Cabernet Sauvignon, BRONZE 2007 Coyote Canyon Winery BRONZE 2007 Barrage Cellars “Nuclear Blonde” GOLD 2005 Côte Bonneville “Carriage House,” Ciel du Cheval Vineyard Chardonnay, Conner Lee Vineyard $35.01 – Up DuBrul Vineyard Gold, Gold, Silver and Bronze Grand GOLD 2006 L’Ecole No 41 Walla Walla Valley Cabernet Sauvignon, H/H Estates Reserve Big John BRONZE 2007 Gordon Brothers Cellars DOUBLE GOLD 2005 Fort Walla Walla Cellars Merlot, GOLD 2006 DeLille “Chaleur Estate,” Red Mountain Cabernet Sauvignon, Walla Walla BRONZE 2006 Fidelitas Cabernet Sauvignon, Reserve Chardonnay, Columbia Valley Pepper Bridge Vineyard Awards of Excellence. GOLD 2005 Whitman Cellars Cabernet Sauvignon, Columbia Valley BRONZE 2007 Sparkman Cellars Lumiere, DOUBLE GOLD 2005 Kestrel Vintners Old Vine Merlot, GOLD 2005 Fidelitas “Optu Red Wine,” Columbia Valley Walla Walla BRONZE 2005 Gamache Vintners Estate Cabernet, Stillwater Creek Vineyard Yakima Valley GOLD 2005 Fort Walla Walla Cellars “Reserve,” Wines must achieve a minimum scoring consensus GOLD 2006 Woodward Canyon Artist Series Columbia Valley DOUBLE GOLD 2006 Pepper Bridge Winery Merlot, Walla Walla to be eligible for awards. Wines that earned panel Cabernet Sauvignon, Washington State BRONZE 2006 Gilbert Cellars Estate $20.00 – Under Walla Walla GOLD 2005 Grand Rêve Vintners “Collaboration consensus outside of the Medals of Excellence SILVER 2006 Ch Ste Michelle Ethos Cabernet Sauvignon, Wahluke Slope GOLD 2007 RioVista Wines Chardonnay, GOLD 2005 Long Shadows Vintners “Pedestal Merlot,” Series I – Ciel du Cheval,” Red Mountain received Vintner Honors ~ Outstanding Washington Cabernet Sauvignon, Columbia Valley BRONZE 2005 Martinez & Martinez Winery Columbia Valley Columbia Valley GOLD 2005 Red Sky “Serendipity,” Washington State Wine Awards. Wineries are listed alphabetically and SILVER 2006 Covington Cellars Reserve Cabernet Sauvignon, Horse Heaven Hills GOLD 2007 Vin du Lac Barrel Select Chardonnay, SILVER 2006 Fielding Hills Winery Merlot, Columbia Valley GOLD 2005 Seven Hills Winery by retail prices categories. Cabernet Sauvignon, Klipsun Vineyard BRONZE 2006 Saint Laurent Estate Wahluke Riverbend Vineyard “Pentad – Vintage Red Wine,” Walla Walla SEATTLE WINE AWARDS 2009 AWARD WINNERS www.seattlewineawards.com CONTINUED ON NEXT PAGE DOUBLE GOLD
    24. 24. VIDEO INVITATION EMAIL MARKETING
    25. 25. OUR TASTING PANEL BACK ROW L R: David LeClaire~Seattle Uncorked, Rob Ord~International Sommelier Guild, Gerry Warren~Seattle Wine Award inners Society, Christopher Chan~Executive Director*, Phillip Dunn~Canlis, Tim O’Brien~Salty’s Restaurants, Mark Takagi~Metropolitan Markets, Jeff Fournier~Esquin Wine Merchants FRONT ROW L R: Bob Bain~Fine Wine Specialist, Thomas Price~Metropolitan Grill, Ryan Allison~Cellar 46, Amy Mumma~CWU World Wine Program, Lisa Rongren~ The Herbfarm, Jake Kosseff~Kosseff Wine Consulting, Ole Thompson~Wild Ginger/The Triple Door, Doug Charles~ Compass Fine Wines *Seattle Wine Awards Executive Director, Christopher Chan did not participate in the Tasting. CABERNET FRANC CABERNET SAUVIGNON CONTINUED CABERNET SAUVIGNON CONTINUED CHARDONNAY CONTINUED MERLOT CONTINUED $35.01 – Up $35.01 – Up $20.01 – $35.00 $20.00 – Under $35.01 – Up GOLD 2006 Basel Cellars Estate Winery SILVER 2005 Kestrel Vintners Old Vine Cabernet Cabernet Estate Vineyards, Wahluke Slope SILVER 2007 Saint Laurent Estate Estate SILVER 2005 Northstar Winery Merlot, Walla Walla Cabernet Franc, Walla Walla Sauvignon, Yakima Valley BRONZE 2006 Stomani Cellars & Winery Chardonnay Vineyards, Wahluke Slope BRONZE 2006 Ch Ste Michelle “Ethos Merlot,” SILVER 2006 Cougar Crest Estate Winery Estate SILVER 2006 Maryhill Proprietor’s Reserve Cabernet Sauvignon, Columbia Valley SILVER 2007 Tamarack Cellars Chardonnay, Columbia Valley Cabernet Franc, Walla Walla Cabernet Sauvignon, Columbia Valley BRONZE 2006 Zero One Vintners The Wild Sky Columbia Valley SILVER 2006 Pepper Bridge Winery Cabernet Sauvignon, Walla Walla BRONZE 2007 Northwest Cellars Chardonnay, $20.01 – $35.00 $20.01 – $35.00 Cabernet Sauvignon, Walla Walla Minick Vineyard DOUBLE GOLD 2006 Five Star Cellars Merlot, DOUBLE GOLD 2007 Walla Walla Vintners SILVER 2005 Reininger Winery Cabernet Sauvignon, $20.00 – Under BRONZE 2007 NW Wine Academy Chardonnay Walla Walla Cabernet Franc, Columbia Valley Walla Walla GOLD 2005 Hyatt Vineyards Roza Oak Aged, Wycoff Vineyards DOUBLE GOLD 2006 Maryhill Proprietor’s GOLD 2007 Vin du Lac Barrel Select Cabernet Franc, BRONZE 2006 37 Cellars Cabernet Sauvignon, Cabernet Sauvignon, Rattlesnake Hills Reserve Merlot, Columbia Valley Columbia Valley GOLD 2006 Maryhill Cabernet Sauvignon, GOLD 2006 Barnard Griffin Reserve Merlot, Columbia Valley DESSERT STYLE WINES SILVER 2006 Fielding Hills Winery Cabernet Franc, BRONZE 2005 Page Cellars Preface Columbia Valley Columbia Valley Riverbend Vineyard Cabernet Sauvignon, Red Mountain SILVER 2006 Powers Winery Reserve $35.01 – Up GOLD 2006 Cougar Crest Estate Winery Estate Merlot, SILVER 2006 Gamache Vintners Estate BRONZE 2006 Rock Meadow Cellars Cabernet Sauvignon, Wahluke Slope DOUBLE GOLD 2006 CR Sandidge “KISS,” Walla Walla Cabernet Franc, Columbia Valley Cabernet Sauvignon, Sagemoor Vineyard SILVER 2006 San Juan Vineyards Columbia Valley GOLD 2006 DeLille D2, Columbia Valley BRONZE 2006 Cullin Hills Cabernet Franc, BRONZE 2005 Silver Lake Grand Reserve Cabernet Sauvignon, Yakima Valley GOLD 2006 Tertulia Cellars Merlot, Weinbau Vineyard SILVER 2007 Wines of Substance $20.01 – $35.00 Pepper Bridge Vineyard Cabernet, Columbia Valley GOLD 2007 Kiona Vineyard Ice Wine, Yakima Valley BRONZE 2006 RioVista Wines Cabernet Franc, BRONZE 2006 Va Piano Vineyards Cabernet Sauvignon, Columbia Valley GOLD 2007 Walla Walla Vintners Merlot, Walla Walla Columbia Valley BRONZE 2006 Arbor Crest Cabernet Sauvignon, SILVER 2006 Covey Run Reserve Semillon Ice Wine, SILVER 2006 Couvillion Merlot, Cabernet Sauvignon, Columbia Valley Phil Church Vineyard BRONZE 2007 Tamarack Cellars Cabernet Franc, Columbia Valley Sagemoor & Bachus Block 4 Wahluke Slope $20.01 – $35.00 BRONZE 2006 Ginkgo Forest Winery BRONZE 2006 Heavens Cave Cellars Icicles Riesling SILVER 2007 Gordon Brothers Cellars Merlot, DOUBLE GOLD 2006 Alexandria Nicole Cellars Cabernet Sauvignon, Wahluke Slope Ice Wine, Destiny Ridge Columbia Valley $20.00 – Under Cabernet Sauvignon, Alderdale Vineyard BRONZE 2006 Hogue Cellars Genesis $20.00 – Under SILVER 2005 Reininger Winery Helix Merlot, GOLD 2006 NW Wine Academy Cabernet Franc, DOUBLE GOLD 2006 Milbrandt Vineyards Estates Cabernet Sauvignon, Columbia Valley DOUBLE GOLD 2008 Pacific Rim Winemakers Stillwater Creek Vineyard Columbia Valley Cabernet Sauvignon, Wahluke Slope BRONZE 2006 Milbrandt Vineyards Traditions Framboise, Washington State SILVER 2005 Whitman Cellars Merlot, Walla Walla GOLD 2006 Willow Crest Winery Cabernet Franc, DOUBLE GOLD 2006 Reininger Winery Helix Cabernet Sauvignon, Columbia Valley DOUBLE GOLD 2007 Pacific Rim Winemakers BRONZE 2007 Barrage Cellars “Trifecta Merlot,” Yakima Valley Cabernet Sauvignon, Columbia Valley BRONZE 2006 Sagelands Four Corners Vin de Glaciere “Selenium,” Columbia Valley Columbia Valley SILVER 2006 Rock Meadow Cellars Cabernet Franc, DOUBLE GOLD 2006 Watermill Winery Cabernet Sauvignon, Columbia Valley DOUBLE GOLD 2007 Heavens Cave Cellars BRONZE 2005 Hogue Cellars Reserve Merlot, Sagemoor Vineyard Cabernet Sauvignon, Walla Walla Nobility Lake Harvest Riesling, Destiny Ridge Wahluke Slope BRONZE 2006 Windy Point Vineyards Cabernet Franc, Yakima Valley GOLD 2006 Bella Terrazza Vineyards CHARDONNAY BRONZE 2006 Three Rivers Winery Merlot, Cabernet Sauvignon, Columbia Valley MALBEC Champoux Vineyard GOLD 2004 Glen Fiona Cabernet Sauvignon, $35.01 – Up BRONZE 2006 Ward Johnson Winery Merlot, e Seattle Wine Awards is the CABERNET SAUVIGNON Columbia Valley GOLD 2007 Woodward Canyon Chardonnay, $35.01 – Up Red Mountain GOLD 2006 Gordon Brothers Cellars Washington State DOUBLE GOLD 2006 Alder Ridge Winery Malbec, most prestigious and comprehensive $35.01 – Up Cabernet Sauvignon, Columbia Valley GOLD 2007 Côte Bonneville Chardonnay, Horse Heaven Hills BRONZE 2005 Zerba Cellars Merlot, Columbia Valley DOUBLE GOLD 2006 Alder Ridge Winery DuBrul Vineyard independent Washington wine Cabernet Sauvignon, Horse Heaven Hills GOLD 2006 Sagelands Cabernet Sauvignon, GOLD 2006 Ash Hollow Estate Malbec, Walla Walla PINOT GRIS DOUBLE GOLD 2006 Barnard Griffin Andrews Vineyard $20.01 – $35.00 recognition program in the world. On Reserve Cabernet Sauvignon, Columbia Valley GOLD 2006 Sagelands Cabernet Sauvignon, DOUBLE GOLD 2006 Ch Ste Michelle Cold Creek $20.01 – $35.00 $20.00 – Under Spring Creek Vineyard DOUBLE GOLD 2006 Watermill Winery Malbec, DOUBLE GOLD 2008 Hogue Cellars Pinot Gris April 25th and 26th, 15 of Seattle’s DOUBLE GOLD 2005 Boudreaux Cellars GOLD 2004 Sandhill Winery Cabernet Sauvignon, Chardonnay, Columbia Valley Walla Walla Columbia Valley Reserve Cabernet Sauvignon, Washington State GOLD 2007 Buty Chardonnay, Conner Lee Vineyard DOUBLE GOLD 2007 William Church Winery Malbec most prominent wine professionals DOUBLE GOLD 2006 Cougar Crest Estate Winery Red Mountain GOLD 2006 Ch Ste Michelle “Ethos Chardonnay,” Wahluke Slope Cabernet Sauvignon Estate, Walla Walla SILVER 2006 Otis Kenyon Wine Cabernet Sauvignon, Columbia Valley RED BORDEAUX STYLES tasted and evaluated 764 Washington DOUBLE GOLD 2007 Obelisco Estate Walla Walla GOLD 2007 Olsen Estates Chardonnay, Yakima Valley GOLD 2006 Three Rivers Winery Malbec, Columbia Valley $35.01 – Up SILVER 2006 Powers Winery Cabernet Reserve, SILVER 2006 Barnard Griffin Malbec, Columbia Valley wines in a single-blind format Cabernet Sauvignon, Red Mountain Champoux Vineyard SILVER 2007 Dusted Valley Vintners SILVER 2006 Tertulia Cellars Malbec, Columbia Valley DOUBLE GOLD 2004 CR Sandidge “Tri*Umph,” GOLD 2005 DeLille Grand Ciel Cabernet Sauvignon, Chardonnay Old Vine, Yakima Valley Yakima Valley BRONZE 2006 Gilbert Cellars Estate Malbec, (meaning grape variety is known, Red Mountain SILVER 2006 Saviah Cabernet Sauvignon, SILVER 2007 L’Ecole No 41 Columbia Valley Wahluke Slope DOUBLE GOLD 2005 Fort Walla Walla Cellars “Treaty,” GOLD 2006 Dusted Valley Vintners Reserve Walla Walla Chardonnay Columbia Valley but not the price or producer) and Walla Walla Cabernet Sauvignon, Walla Walla SILVER 2005 Tasawik Vineyards Cabernet Sauvignon, SILVER 2007 Tsillan Estate Chardonnay, Columbia Valley MERLOT GOLD 2006 Baer Winery “Ursa,” Columbia Valley Columbia Valley awarded the top wines with Double GOLD 2006 Fidelitas Cabernet Sauvignon, BRONZE 2007 Coyote Canyon Winery BRONZE 2007 Barrage Cellars “Nuclear Blonde” GOLD 2005 Côte Bonneville “Carriage House,” Ciel du Cheval Vineyard Chardonnay, Conner Lee Vineyard $35.01 – Up DuBrul Vineyard Gold, Gold, Silver and Bronze Grand GOLD 2006 L’Ecole No 41 Walla Walla Valley Cabernet Sauvignon, H/H Estates Reserve Big John BRONZE 2007 Gordon Brothers Cellars DOUBLE GOLD 2005 Fort Walla Walla Cellars Merlot, GOLD 2006 DeLille “Chaleur Estate,” Red Mountain Cabernet Sauvignon, Walla Walla BRONZE 2006 Fidelitas Cabernet Sauvignon, Reserve Chardonnay, Columbia Valley Pepper Bridge Vineyard Awards of Excellence. GOLD 2005 Whitman Cellars Cabernet Sauvignon, Columbia Valley BRONZE 2007 Sparkman Cellars Lumiere, DOUBLE GOLD 2005 Kestrel Vintners Old Vine Merlot, GOLD 2005 Fidelitas “Optu Red Wine,” Columbia Valley Walla Walla BRONZE 2005 Gamache Vintners Estate Cabernet, Stillwater Creek Vineyard Yakima Valley GOLD 2005 Fort Walla Walla Cellars “Reserve,” Wines must achieve a minimum scoring consensus GOLD 2006 Woodward Canyon Artist Series Columbia Valley DOUBLE GOLD 2006 Pepper Bridge Winery Merlot, Walla Walla to be eligible for awards. Wines that earned panel Cabernet Sauvignon, Washington State BRONZE 2006 Gilbert Cellars Estate $20.00 – Under Walla Walla GOLD 2005 Grand Rêve Vintners “Collaboration consensus outside of the Medals of Excellence SILVER 2006 Ch Ste Michelle Ethos Cabernet Sauvignon, Wahluke Slope GOLD 2007 RioVista Wines Chardonnay, GOLD 2005 Long Shadows Vintners “Pedestal Merlot,” Series I – Ciel du Cheval,” Red Mountain received Vintner Honors ~ Outstanding Washington Cabernet Sauvignon, Columbia Valley BRONZE 2005 Martinez & Martinez Winery Columbia Valley Columbia Valley GOLD 2005 Red Sky “Serendipity,” Washington State Wine Awards. Wineries are listed alphabetically and SILVER 2006 Covington Cellars Reserve Cabernet Sauvignon, Horse Heaven Hills GOLD 2007 Vin du Lac Barrel Select Chardonnay, SILVER 2006 Fielding Hills Winery Merlot, Columbia Valley GOLD 2005 Seven Hills Winery by retail prices categories. Cabernet Sauvignon, Klipsun Vineyard BRONZE 2006 Saint Laurent Estate Wahluke Riverbend Vineyard “Pentad – Vintage Red Wine,” Walla Walla SEATTLE WINE AWARDS 2009 AWARD WINNERS www.seattlewineawards.com CONTINUED ON NEXT PAGE PRINT INVITATIONS Tasting Panel, Twitter/Blogger Team, Interns, Partners, Sponsors Ground Attack at Targeted Wine & Social Events
    26. 26. TV MEDIA PARTNERS Cross Promote with Contest and Events Ticket Prizes Leverage Traditional, Digital & Social Media
    27. 27. MONITOR BUZZ & JUICE IT Use Dashboard Monitoring to Identify Buzz SEO Juice the Buzz > Blog, Social w/ personal @mention Add New Friends to Twitter & Facebook
    28. 28. Traffic Links Like’s = Social Proof Comments = Social Proof @DanMcComb, BizNik has a cool video from Seattle Wine Awards #seawineawards - http://bit.ly/Lc7Be 6 days ago from bit.ly TEXTBOOK RESULTS Positive Brand Drift = Trust Video Embed + Direct Response = Branding + Ticket Sales Buzz Traveled from Blog to Facebook, Twitter, Etc.
    29. 29. WEEK OF SHOW Work the Social Networks - “Friend Up” was like an invite Travel Social Graph, Use Twitter Lists, Search, Targeting is KEY!
    30. 30. DAY OF SHOW Lights, Makeup, Camera, Action.... Tweet, Tweet, Tweet!!
    31. 31. SIGN UP WINE MAKERS WITH TWITTER ACCOUNTS
    32. 32. HashTag: #seawineawards DISPLAY LIVE WEB CONVERSATIONS
    33. 33. PHOTO STREAMS
    34. 34. EXTEND YOUR REACH LIVE STREAMING VIDEO
    35. 35. GENERATE MORE HD VIDEO Record Extra B-Roll, Produce Short Segments Schedule Calendar for Automated Posting to Social Media
    36. 36. RESULTS Metrics • 20+ Blog Posts Generated • 60+ Web Videos - Invite Video 494 Views | Total Views: 1,250+ • 280+ Photos with 1,487 Views • 465% Website traffic spike created on Saturday, June 13, one day before the event creating the largest ticket sales day Twitter Metrics • Setup new “Wine Awards” Vanity Named Twitter account and Created Custom Branding Graphics • 1,221+ New “Wine” Targeted Followers • 200+ Updates • 495+ Twitter Mentions and Re-Tweets (RT) for #seawineawards and @wineawards • 801 Click Throughs Tracked by Bit.ly URLs posted to Twitter • 80 Direct Messages • 99.5% Positive Sentiment Positive Comments / Sentiment “otiskenyonwine - @WINEAWARDS great. We loved it and look forward to seeing the video” “WhidbeyWinery - It was a blast participating at #seawineawards. Thanks @wineawards!” “woodenbearfarm - Heard #seawineawards was a huge success!” “One of the clear Best of Shows at the #seawineawards was @ObeliscoEstate 2007 Obelisco Estate Cabernet Sauvignon, Red Mountain”
    37. 37. POST EVENT SOCIAL MEDIA ANALYTICS Keep Building the Wave- Leverage Social + Media !!! Build Social Networks with a Laser Gun
    38. 38. NEW TWITTER LISTS
    39. 39. 458+ MENTIONS
    40. 40. 458+ MENTIONS
    41. 41. BELLAGIO ReTweet = Social Proof
    42. 42. BLOG POSTS
    43. 43. VIDEO STATS
    44. 44. VIDEO SEO
    45. 45. LIVE STREAMING 70 Views and Counting
    46. 46. PHOTO STATS 1,457 Photo Views on Flickr
    47. 47. MURPHY GOODE Two of our Twitter Team Members bead out 5,000 applicants for the Murphy Goode Wine Job Contest
    48. 48. RIDE THE WAVE AFTER EVENT Tweets with @winemaker Names & Award Information Tweet Photos & Videos | Tweet Blog Posts | ReTweets
    49. 49. ANALYZE & ITERATE Fill in the Gaps > Get Feedback > Analyze > Iterate
    50. 50. WHAT DID WE LEARN? •Internet Dashboards are Critical for Operations •Keep up with Social Media Mavens and Fast Moving Technology!!! •Leverage Content in small “Digital Bytes” •Post Content via Strategic Calendar to Social Media •Twitter Works Great for Spreading the Word. Conversations! •Spread the message across Facebook Groups, LinkedIn •Re-post other Tweets and Blog Posts •Videos Served for Direct Response Sales, Branding, Viral Spread •Videos were Embedded in Webs/Blogs •Twitter API “Throttles” and Lags when one IP is Registering Many Accounts (Iran Election Same Day). •Wine “list assignments” for reviews by Twitter team don’t work •SWA needs a blog and integrated back-end marketing systems •Web Services and Stats are Fragmented in Silos. Not Real-Time. •Training and Streamlined Work Flows with Long-Term Planning
    51. 51. TRAINING AUTOMATE WORK FLOWS
    52. 52. Mobilize Facebook, Twitter, YouTube, Flickr, Delicious, Yelp, Calendar, WordPress, Google Analytics, GeoTagging and Internet Dashboard. MOBILIZE MEDIA + SOCIAL Dashboard, Twitter, Facebook, iPhone 3GS Video > YouTube View Stats, Post to Blog, Calendar, GeoTags, etc.
    53. 53. USE ALIEN TECHNOLOGY! Real-Time Video Production
    54. 54. USE ALIEN TECHNOLOGY! Real-Time Video Production
    55. 55. REAL-TIME HD VIDEO Save Time from 2-3hrs down to 5 minutes Out Produce your Competition, Win Mind-Share & SEO
    56. 56. RE-BUILD INFRASTRUCTURE New CMS/Blog, BuddyPress, Email Marketing, Tweetfunnel Google Analytics MultiVariate Testing & Funnels
    57. 57. PERSONALIZED MEDIA MULTIVARIATE FUNNELS A/B and Multivariate Testing Personalized > Print to Digital = Social Media Profile Targeted
    58. 58. THANK YOU! QUESTIONS? http://www.timreha.com timreha@gmail.com 206-375-9500 Seattle, WA @timreha (Twitter, Facebook, YouTube, etc.)
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