An example of a complete digital marketing strategy presentation. Online and Social Media audit, recommendations, and plan to improve the client's online presence, brand awareness, build a community, and generate leads and inbound traffic.

2. Digital
Marke,ng
Strategy
Project
by
Chris
Robisch
The
following
slides
represent
a
complete
Digital
Marke,ng
Strategy
presented
to
a
client
opera,ng
in
Oregon’s
WillameBe
Valley
wine
industry.
The
winery’s
owner
was
interviewed
at
length
to
create
the
Crea,ve
Brief.
While
the
client
had
been
opera,ng
with
a
website
and
some
social
media
for
several
years,
she
admiBedly
did
not
have
an
effec,ve
understanding
of
how
to
u,lize
these
online
marke,ng
tools.
Furthermore,
she
also
did
not
have
a
realiza,on
of
the
poten,al
value
of
these
tools
for
her
business.
CR
Crea,ve
Marke,ng
Strategies

3. What
she
did
know
is
that
sales
and
visita,on
needed
to
improve.
She
also
thought
the
website
was
not
a
good
thing,
but
could
be.
In
the
realm
of
digital
marke,ng,
the
owner’s
ini,al
spoken
concern
was
the
business
website.
An,quated
and
ill-­‐equipped
to
support
the
business,
it
was
the
first
item
she
men,oned
needing
serious
aBen,on.
The
interview,
and
subsequent
crea,ve
brief,
iden,fied
other
areas
of
concern
for
the
business;
all
areas
that
are
can
be
aBributed
to
the
lack
of
a
digital
marke,ng
strategy.
The
primary
challenges
and
business
objec,ves
iden,fied
(and
contained
in
the
CB)
are
within
the
Digital
Marke,ng
Strategy
presenta,on
herein.
CR
Crea,ve
Marke,ng
Strategies

4. The
Scope
of
Work’s
deliverables
for
this
project
were
as
follows:
Digital
Marke,ng
Strategy
–
Audit
and
Recommenda,ons
– Company
&
Brand
Defini,on
– Target
Audience
Defini,on
– Digital
Marke,ng
Compe,,ve
Audit
(Brand,
Website,
Social,
SEO)
• Company
compared
to
three
like
compe,tors
– Insights
and
Opportuni,es
Presented
– Proposed
Digital
Marke,ng
Plan
which
includes:
• Brand
Improvements
• Website
Improvements
• Digital
Marke,ng
Channels
to
Deliver
• SEO
and
SEM
Recommenda,ons
• Strategic
Goals
Alignment
• Touchpoint
Matrix
• Industry
and
Market
Influencer
Engagement
Strategy
• Tools
of
Measurement
– Proposed
Company
employees’
involvement
CR
Crea,ve
Marke,ng
Strategies

5. The
client
has
embraced
the
strategy
presented
and
acknowledged
the
need
to
implement,
as
per
the
Recommended
Next
Steps.
The
client
also
has
cited
a
need
to
finish
normal
sales
and
agricultural
ac,vi,es
for
the
year
before
pursuing
the
implementa,on
of
the
strategy
presented.
Time,
staff
and
financial
resources
have
been
men,oned
as
factors
in
this
decision.
CR
Crea,ve
Marke,ng
Strategies

6. Airlie Winery
Digital
Marke,ng
Strategy
Audit
and
Recommenda.ons
Prepared
by
CR
Crea.ve
Marke.ng
Strategies
Presented
June
16,
2015

7. Table of Contents
• Who
and
What
is
Airlie?
– Real
and
Perceived
• Your
Target
Audience
• Your
Business
Challenges
• Your
Business
Objec,ves
• How
Do
You
Stack
Up?
• Do
Opportuni,es
Exist?
YES
• So
Now
What?
The
Plan
– Concepts,
Pla`orms,
Tools
• Next
Steps
Recommended
– Hint:
this
is
where
it
gets
fun!
Airlie
Winery
–
Digital
Marke.ng
Strategy
CR
Crea,ve
Marke,ng
Strategies

8. Who is Airlie Winery?
Who
You
Are
and
What
You
Do…
• We
have
produced
serious
whites
and
elegant
reds,
since
1986
• Sustainability
and
rela,onships
consume
us.
• We
work
hard
at
our
crag
and
play
hard
too.
• Our
friends
come
from
our
customers
• Our
winery
is
a
place
to
sit
and
stay
• We
distribute
wholesale
to
grocery
and
liquor
stores
and
sell
direct
retail
onsite
and
through
our
website
• We
provide
onsite
tas,ngs
to
our
visitors
Airlie
Winery
–
Digital
Marke.ng
Strategy
CR
Crea,ve
Marke,ng
Strategies

9. Your Target Audience
The
majority
of
your
prospects:
• Have
a
rela,onship
with
wine
as
an
experience,
part
of
their
social
lives
• Are
loyal
to
their
wine
tastes/choices
and
local
businesses
• Peer
opinions
are
important
to
them;
even
more
important
to
Oregonians
who
possess
a
strong
“pay
it
forward”
aktude
• Majority
of
all
wine
consumers
are:
– Educated
beyond
a
high
school
educa,on
– 25
to
64
years
of
age
– 59%
of
wine
purchases
are
for
regular,
consistent
consump,on
– Judge
wine
on
value,
not
price
Wine
Consumer
informa.on
source:
Associa.on
for
Consumer
Research
and
the
Beverage
Journal
• Enjoy
outdoor
experiences
and
recrea,on
Airlie
Winery
–
Digital
Marke.ng
Strategy
CR
Crea,ve
Marke,ng
Strategies

10. Your Target Audience
The
majority
of
your
prospects
(con,nued):
• 55%
of
wine
consumers
are
women,
male
percentage
has
increased
over
last
decade
• Millennials
(21-­‐36)
are
now
second
largest
age
group
of
actual
wine
consumers
• Top
4
Reasons
consumers
drink
wine:
– Enjoy
the
Taste
– Pair
with
food
– Socialize
with
friends
– To
Relax
• Wine
Consumers
use
Social
Media:
– 80%
of
wine
drinkers
use
Facebook
– Wine
is
the
3rd
most
popular
subject
on
Pinterest
– Wine
drinkers
talk
about
wine
online
63
,mes/minute
– 50%
more
likely
to
interact
with
brands
online
Airlie
Winery
–
Digital
Marke.ng
Strategy
CR
Crea,ve
Marke,ng
Strategies

11. Business Challenges
• Inadequate
Metrics
–
Onsite
Visita,on,
Website
• Product
Sales
at
62-­‐67%
of
capacity
• Sales
and
Net
Income/Loss
are
stagnant,
year-­‐to-­‐year
• Net
Income/Loss:
“We’re
breaking
even”
each
year
• Onsite
Visita,on/Tas,ngs
is
only
at
~50%
of
loca,on
capacity
• E-­‐commerce
retail
only
accounts
for
4.8%
of
gross
revenue
• Wholesale
Sales
are
Lagging
– Distributorship
limited
to
10
US
states
– Unable
make
a
dent
in
major
OR
markets
thus
far
• Pricing?
Tas,ngs
and
Product
• Wine
Club
Airlie
Winery
–
Digital
Marke.ng
Strategy
CR
Crea,ve
Marke,ng
Strategies

12. Business Objectives
• Increase
total
sales
volume
50-­‐60%
• Increase
online
retail
sales
• Expand
wholesale
opportuni,es
– Obtain
distributors
in
the
eastern
and
southeastern
US
– Crack
the
Portland
restaurant/bar
market
– Expand
presence
in
OR
grocery
and
liquor
stores
• Increase
onsite
visita,ons,
tas,ngs,
and
sales
• Increase
financial
value
of
the
Company
Airlie
Winery
–
Digital
Marke.ng
Strategy
CR
Crea,ve
Marke,ng
Strategies

13. How Do You Stack Up?
Airlie’s
Online
Visual
Presence
Airlie
Winery
–
Digital
Marke.ng
Strategy
CR
Crea,ve
Marke,ng
Strategies

14. How Do You Stack Up?
Online
Visual
Presence
for
“Winter’s
Hill
Vineyard”
Who
is
Winter’s
Hill?
“A
family
legacy
of
Oregon
Pinot
Noir
and
Pinot
Gris
in
the
Dundee
Hills”
Offers
onsite
tas,ngs,
sells
wines
through
its
website,
sells
grapes
wholesale
Airlie
Winery
–
Digital
Marke.ng
Strategy
CR
Crea,ve
Marke,ng
Strategies

15. How Do You Stack Up?
Online
Visual
Presence
for
“Kramer
Vineyards”
Who
is
Kramer
Vineyards?
“Two
genera,ons
&
30
Years
of
Oregon
Winegrowing”
Offers
onsite
tas,ng,
sells
retail
through
its
website
and
wholesale
through
distributors
Airlie
Winery
–
Digital
Marke.ng
Strategy
CR
Crea,ve
Marke,ng
Strategies

16. How Do You Stack Up?
Online
Visual
Presence
for
“Illahe
Vineyards”
Who
is
Illahe
Vineyards?
“UNDEFINED”
Offers
onsite
tas,ngs,
sells
retail
through
its
website,
and
wholesales
through
distributors
Airlie
Winery
–
Digital
Marke.ng
Strategy
CR
Crea,ve
Marke,ng
Strategies

17. How Do You Stack Up?
Illahe
Vineyards
Ac,ve
Social
Channels
Social
Percep,ons
• Website
is
unique,
may
appeal
to
some,
but
seems
out
of
place
in
industry
• Blog
post
frequency
is
poor
and
bad
content
• Inconsistent
Branding
• Very
infrequent
pos,ng
&
low
engagement
• Needs
engaging
content
everywhere
• Need
to
add
LinkedIn
Social
Media
Score
5
of
30;
17%
SEO
Percep,ons
• Meta
and
Alt
Tag
Needed
• Site
Map
and
Naviga,on
Fixes
Needed
• Site
Rank:
17,188,056
Kramer
Vineyards
Ac,ve
Social
Channels
Social
Percep,ons
• Website
is
bland,
boring
and
needs
engaging
content
• Blog
does
not
exist
• Classy
logo
&
good
brand
imagery
exists
• Very
Infrequent
pos,ng
&
low
engagement
• Engaging
content
needed
on
social
channels
• Need
to
add
LinkedIn
Social
Media
Score
7
of
30;
23%
SEO
Percep,ons
• Meta
and
Alt
Tag
Needed
• Site
Map
and
Naviga,on
Fixes
Needed
• Emarke,ng
Elements
Must
be
Improved
• Site
Rank:
13,145,580
Winter’s
Hill
Vineyard
Ac,ve
Social
Channels
Social
Percep,ons
• Website
has
good
structure,
but
needs
user-­‐focused
content
badly,
less
text
on
home
page
• Blog
not
used
properly
• Inconsistent
brand
imagery
• Infrequent
pos,ng
&
low
engagement
• Engaging
content
needed
everywhere
• Needs
to
add
LinkedIn
• Need
to
improve
Google+
Social
Media
Score
8
of
30;
27%
SEO
Percep,ons
• Alt
Tags
Needed
• Site
Map
and
Naviga,on
Fixes
Needed
• Emarke,ng
Elements
Must
be
Improved
• Site
Rank:
7,553,335
Airlie
Winery
Ac,ve
Social
Channels
Social
Percep,ons
• Website
–
not
good;
needs
full
replacement
• Blog
exists
but
not
used
• Poor
brand
imagery
• Infrequent
pos,ng
&
very
low
engagement
• Engaging
content
needed
everywhere
• LinkedIn
profile
needed
• Realignment
of
Channels
necessary
Social
Media
Score
5
of
30;
17%
SEO
Percep,ons
• Meta
and
Alt
Tag
Needed
• Site
Func,onality
and
Naviga,on
Fixes
Needed
• Emarke,ng
Elements
Needed
• Site
Rank:
8,345,555
Note:
Brand
Profiles
and
performance
summary
for
SpindriL,
Adelsheim,
Sokol
Blosser,
and
LeL
Coast
Cellars
are
within
Appendix
Airlie
Winery
–
Digital
Marke.ng
Strategy
CR
Crea,ve
Marke,ng
Strategies

18. How Do You Stack Up?
Scoring
Summary
Social
Media
Summary
Note:
Brand
Profiles
and
performance
summary
for
SpindriL,
Adelsheim,
Sokol
Blosser,
and
LeL
Coast
Cellars
are
within
Appendix
Each
category
is
rated
on
a
0-­‐5
scale
Airlie
Winery
–
Digital
Marke.ng
Strategy
CR
Crea,ve
Marke,ng
Strategies

19. How Do We Stack Up?
Scoring
Summary
SEO
Summary
Note:
Brand
Profiles
and
performance
summary
for
SpindriL,
Adelsheim,
Sokol
Blosser,
and
LeL
Coast
Cellars
are
within
Appendix
Airlie
Winery
–
Digital
Marke.ng
Strategy
CR
Crea,ve
Marke,ng
Strategies

20. Opportunities DO Exist!
• Define
Your
Brand
–
The
Horse
that
Pulls
the
Cart
• Improve
Imagery
–
Logo
and
Brand
• Website
Replacement
–
Can
Easily
Win
This
– Layout/Appearance,
Keywords,
Naviga,on,
Content,
Sales
Funnel
Considera,ons
• Weak
Content
by
All
– It’s
about
the
Customer
or
Prospect!
– Educate/Inform
-­‐>
Target
=
Value
Increase
– Post-­‐sale
and
customer
reten,on
nurturing
is
ignored
• Blog,
Blog,
Blog!
Everyone
in
industry
is
lagging
Airlie
Winery
–
Digital
Marke.ng
Strategy
CR
Crea,ve
Marke,ng
Strategies

21. Opportunities DO Exist!
• Infrequent
Usage
for
All
–
Begging
for
dominance
• No
Ac,vity
and/or
No
Updates
–
Wide-­‐open
Opp
• LOW
Engagement
with
Thought
Leaders
• Consistency
Across
Channels
is
Lacking
–
HUGE
OPP
• Overall,
everyone
is
missing
the
point
of
(and
is
very
poor
at)
Digital
Marke,ng
Airlie
Winery
–
Digital
Marke.ng
Strategy
CR
Crea,ve
Marke,ng
Strategies

22. The Plan
• Define
the
Brand
• Create
Strategic
Goals
Alignment
• Website
Replacement
• SEO/Keyword
Development
• Analy,cs
&
Repor,ng
Development
• Implementa,on
– Key
Messages
and
Offers
– Social
Media
Channels
to
Deliver
– Engaging
Industry
and
Market
Influencers
– Proposed
Team
Members
responsibili,es
– Measurements
of
Success
– SEM
Development
(post
Website
and
SM
re-­‐launch)
– Paid
Social
Development
(post
Website
and
SM
re-­‐launch)
Airlie
Winery
–
Digital
Marke.ng
Strategy
CR
Crea,ve
Marke,ng
Strategies

23. The Plan
Define
the
Brand
• Brand
Exercise
will
help
• Who
We
Are
and
What
We
Do,
and
Consider:
– Target
Audience
– Brand
Promise
– Brand
Behavior
– Brand
Prac,ce
• Linguis,cs,
Visuals,
Messages
• Update
Logo
– Add
“Winery”?
– Make
it
POP
&
Hit
Emo,onal
Touch
Points
• Update
Image
&
Video
Library
– Add
logo
to
all;
brand
those
visuals
• Distribute
Images
and
Videos
Across
All
Channels
• Ensure
Logo
and
Slogan
Shown
Everywhere
Airlie
Winery
–
Digital
Marke.ng
Strategy
CR
Crea,ve
Marke,ng
Strategies

24. The Plan
Define
the
Brand
Apply
to
all
channels;
online,
offline,
onsite,
behaviors
and
prac,ces:
– Website
Header
and
SM
Profiles
to
Match
– Consistent
Graphics
/
Colors
/
“Feel”
Across
All
Online
Channels
– Consistent
Layout
and
Func,onality
Across
All
Online
Channels
– Incorporate
the
Brand
strategy
into
all
content,
marke,ng
and
opera,onal
thoughts
Airlie
Winery
–
Digital
Marke.ng
Strategy
CR
Crea,ve
Marke,ng
Strategies

25. The Plan
Strategic
Goals
Alignment
We
will
address
Brand
Goals:
• Iden,fy
each
Goal
Category
• Define
each
Goal(s)
within
Category
• Iden,fy
Ac,ons
to
Reach
each
Goal
• Iden,fy
the
Audience
for
each
Goal
• List
the
Benefits
of
Reaching
each
Goal
Airlie
Winery
–
Digital
Marke.ng
Strategy
CR
Crea,ve
Marke,ng
Strategies

26. The Plan
Airlie
Winery
–
Digital
Marke.ng
Strategy
CR
Crea,ve
Marke,ng
Strategies

27. The Plan
Website
Replacement
• Create
Site
Organiza,onal
Chart
• De-­‐CluBer
and
Simplify
the
Design
• Incorporate
Updated
Branding
(visuals,
art,
etc)
• Home
Page
–
Clean-­‐Up
for
Site
Visit
Depth
• Ensure
Brand
Strategy
and
SEO
Objec,ves
Met
– Breadcrumb
Naviga,on
– Keyword-­‐aided
links
– Sitemap
and
Robot.txt
files
– Content
Strategy
• Insert
Landing
Pages
for
SEM
use,
when
appropriate
Airlie
Winery
–
Digital
Marke.ng
Strategy
CR
Crea,ve
Marke,ng
Strategies

28. The Plan
SEO/Keyword
Development
• SEO
Audit
and
Iden,fy
Keywords
• Insert
Keywords
into
Website
Structure
– Appropriate
Title
and
Descrip,on
for
each
page
– Meta
Tag
for
all
pages
– Alt
Tags
for
Images/Graphics
– Proper
Link
Crea,on
• Insert
Keywords
into
all
Online
Content
– Aka
Content
Strategy
Airlie
Winery
–
Digital
Marke.ng
Strategy
CR
Crea,ve
Marke,ng
Strategies

29. The Plan
Analy,cs
Development
• Build
KPIs
Report
for
Website
and
Social
Media
• Build
Google
Analy,cs
Dashboard
for
Website
• Prepare
Bi-­‐Monthly
KPIs
Reports
– Ini,al/Baseline
Report(s)
prior
to
re-­‐launch
of
website
and
SM
– Post
re-­‐launch
• Insert
other
Social
Media
Repor,ng
Source
Data
post
re-­‐launch
Airlie
Winery
–
Digital
Marke.ng
Strategy
CR
Crea,ve
Marke,ng
Strategies

30. The Plan
Methods
for
Success
Key
Messages
and
Offers
Development
• Develop
Touchpoint
Matrix
for
Channel
Op,miza,on
and
Engagement
– ABach
to
each
key
message:
Content
Topic,
Online
Loca,on,
Offers,
Keywords,
Thought
Leaders
• Determine
Key
Messages
for
Social
Media
and
Blog
– List
topics
based
on
SEO,
Brand,
Audience,
Channel
using
Touchpoint
Matrix
and
Industry
&
Market
Influencer
Strategy
Table
Airlie
Winery
–
Digital
Marke.ng
Strategy
CR
Crea,ve
Marke,ng
Strategies

31. The Plan
Methods
for
Success
Channels
to
Deliver
–
Social
Media
•
Primary:
• Secondary:
• Other:
Email,
Social
Media
News
Release
Touchpoint
Matrix
–
Helps
Us
to
Manage
Social
Airlie
Winery
–
Digital
Marke.ng
Strategy
CR
Crea,ve
Marke,ng
Strategies

32. Airlie
Winery
–
Digital
Marke.ng
Strategy
CR
Crea,ve
Marke,ng
Strategies

33. The Plan
Airlie
Winery
–
Digital
Marke.ng
Strategy
CR
Crea,ve
Marke,ng
Strategies

34. The Plan
Methods
for
Success
Proposed
Teams
• Social
Web
Ac,on
Team
– Owner,
Winemaker,
Sales,
Marke,ng,
3rd
Party
Sources
• Subject
MaBer
Experts
– Key
for
Blog,
SM
Engagement,
Finalizing
Keyword
Use
• Content
Crea,on
Partners;
visual
and
wriBen
assets
– Marke,ng
to
have
role
in
edi,ng
and
media
placement
– Internal
SMEs
and
3rd
Party/external
visual
experts
to
create
• Ownership
and
Management
team
will
review
monthly
Social
Media,
Website,
SEM
and
Paid
Social
Repor,ng
Airlie
Winery
–
Digital
Marke.ng
Strategy
CR
Crea,ve
Marke,ng
Strategies

35. The Plan
Methods
for
Success
Measurements
• Monthly
Reports
-­‐
weekly
sta,s,cs
• Sources:
Klout,
SocialMen,on,
Twitalyzer,
SproutSocial,
Google
Analy,cs,
Airlie’s
other
Internal
Traffic
Data
Airlie
Winery
–
Digital
Marke.ng
Strategy
CR
Crea,ve
Marke,ng
Strategies

36. The Plan
Methods
for
Success
SEM
and
Paid
Social
Development
(when
appropriate)
• U,lize
Keyword
Audit
and
Budget
for
Google
Campaign
• Build
Google
Ads,
Display
Ads,
and
Landing
Pages
• Incorporate
any
Special
Campaigns
and
Events
Airlie
Winery
–
Digital
Marke.ng
Strategy
CR
Crea,ve
Marke,ng
Strategies

37. Closing Summary
Recommended
Next
Steps
1. Brand
Revitaliza,on
Project
2. Brand
Assets
Project
a. Logo,
visuals,
etc.
3. Analy,cs
and
Measurement
Project
(pre-­‐launch)
4. Website
Project
a. SEO
and
Keyword
Development
included
5. Social
Media,
Blog,
Content
Strategy
Project
a. Touchpoint
Matrix,
Influencer
Engagement
Strategy,
and
Content
Calendar
included
6. Analy,cs
and
Measurement
Project
2
(post-­‐launch)
7. SEM
&
Paid
Social
Development
(post
Website
and
SM
re-­‐launch)
Airlie
Winery
–
Digital
Marke.ng
Strategy
CR
Crea,ve
Marke,ng
Strategies

38. Appendix
• Addi,onal
Target
Audience
and
Wine
Industry
Informa,on
(2
Slides)
• Addi,onal
Compe,,ve
Visual
Audit
Detail
(5
slides)

39. Your Target Audience
Some
fun
facts
about
Wine
Consumers
in
the
Digital
Age
• Average
22
hours
of
digital
media
usage
per
week
• Use
mobile
devices
45%
more
than
average
consumer
– 36%
more
likely
than
average
consumers
to
research
products
on
mobile
devices
• 50%
more
likely
to
interact
with
brands
online
• They
share,
consume,
and
create
2
,mes
as
much
digital
content
than
average
consumer
– 69%
more
likely
to
share
branded
content
• 78%
of
consumers
say
that
brand
posts
on
social
media
influence
their
in-­‐store
purchase
behavior
– 52%
of
consumers
use
technology
while
grocery
shopping
– 62%
of
consumers
purchase
in-­‐store
ager
researching
online
• 91%
visit
a
store
because
of
an
online
experience

40. Your Target Audience
Other
Wine
Industry
Informa,on
• Most
popular
varietals,
off-­‐premise,
in
order:
– Chardonnay,
Cabernet
Sauvignon,
Pinot
Grigio,
Merlot,
Blends
• Syrah
and
white
zinfadel
con,nue
to
decline
in
popularity
• Crea,ve
opportuni,es
for
wine
include:
– Seasonal
wines
– New
types
of
containers:
• Mini
6-­‐packs
• New
varietals
• Blends
• Innova,ve
labeling
• 2013
Online
sales
to
consumers:
winery
to
consumer
increased
9.3%
and
increased
17%
overall
• 2013
Online
sales
to
consumers
by
wineries:
3.47
million
cases,
or
an
average
of
500
cases
per
winery
• Most
Wine
sold
by
state,
in
order:
– CA,
WA,
NY,
OR,
TX,
VA

41. How Do You Stack Up?
Le8
Coast
Cellars
Ac,ve
Social
Channels
Social
Percep,ons
• Website
has
good
layout
and
org.
structure
with
good
content.
Appealing
site
but
home
page
could
improve
(content
layout)
• No
Blog
• Inconsistent
Branding
and
Imagery
• Logo
(font)
does
not
seem
to
fit
brand
• Social:
needs
to
seriously
improve
content,
frequency
and
engagement
Social
Media
Score
8
of
30;
27%
SEO
Percep,ons
• Alt
Tags
Needed
• Site
Map
and
Naviga,on
Fixes
Needed
• Emarke,ng
Elements
Don’t
Exist
• Site
Rank:
6,709,332
Sokol
Blosser
Ac,ve
Social
Channels
Social
Percep,ons
• Website
layout
is
so-­‐so,
menu
doesn’t
fit
look,
social
links
are
“hidden”,
but
site
is
elegant,
appealing
and
has
good
content
• Blog
is
“hidden”,
sparse
• Logo
is
so-­‐so,
imagery
is
nice
doesn’t
say
“wine”
• Social:
needs
to
improve
engagement,
frequency
and
produce
strong
content
Social
Media
Score
12
of
30;
40%
SEO
Percep,ons
• Meta
Tag
work
needed
• Alt
Tags
Needed
• Site
Map
and
Naviga,on
Fixes
Needed
• Blog
(Emarke,ng)
Needs
to
be
moved
within
Menu
• Site
Rank:
1,216,335
Adelsheim
Ac,ve
Social
Channels
Social
Percep,ons
• Website
has
good
structure,
powerful
look,
classy,
good
imagery,
content
needs
some
work,
home
page
needs
work
too
• No
Blog
• Inconsistent
brand
imagery
• Infrequent
pos,ng
&
low
engagement
• Engaging
content
needed
everywhere
• Need
to
improve
Google+
Social
Media
Score
8
of
30;
27%
SEO
Percep,ons
• Alt
Tags
Needed
• Site
Map
and
Naviga,on
Fixes
Needed
• Emarke,ng
Elements
Don’t
Exist
• Site
Rank:
2,776,485
Spindri8
Ac,ve
Social
Channels
Social
Percep,ons
• Website
structure
is
good
but
is
not
aBrac,ve
and
needs
content
• Blog
exists
but
is
really
news
• Inconsistent
brand
imagery
• Logo
is
confusing
• VERY
poor
frequency
and
engagement
on
social
• Engaging
content
needed
everywhere
• LinkedIn
profile
improvement
needed
Social
Media
Score
4
of
30;
13%
SEO
Percep,ons
• Good
SEO
work
done
• Site
Rank:
12,444,737

42. How Do You Stack Up?
Online
Visual
Presence
for
“Spindrig
Cellars
”
Who
is
Spindri8
Cellars?
“From
our
first
vintage
we
have
been
dedicated
to
producing
sustainable
Oregon
Pinot
Noir,
Oregon
Pinot
Gris,
Pinot
Blanc,
and
Syrah
wines.”
Offers
onsite
tas,ngs
and
sells
retail
through
its
website

43. How Do You Stack Up?
Online
Visual
Presence
for
“Adelsheim
Vineyard”
Who
is
Adelsheim
Vineyard?
“Adelsheim
Vineyard
is
a
top
Oregon
winery
in
the
WillameBe
Valley
in
the
Chehalem
Mountains
AVA
producing
Pinot
noir,
Chardonnay,
Pinot
gris,
Auxerrois,
Pinot
blanc,
Syrah”
Offers
onsite
tas,ngs,
some
food,
sells
retail
through
its
website,
and
wholesales
through
distributors
Note:
Website
header
image
could
not
be
copied

44. How Do You Stack Up?
Online
Visual
Presence
for
“Sokol
Blosser
Winery”
Who
is
Sokol
Blosser
Winery?
“A
second
genera,on
family
owned
and
operated
Winery
and
Tas,ng
Room
in
Dundee,
Oregon
producing
Pinot
Noir
and
Pinot
Gris
wines”
Offers
onsite
tas,ngs,
food,
tours,
sells
retail
through
its
website,
and
wholesales
through
distributors

45. How Do You Stack Up?
Online
Visual
Presence
for
“Leg
Coast
Cellars”
Who
is
Le8
Coast
Cellars?
“Sustainable
Wines”
Offers
onsite
tas,ngs,
food,
sells
retail
through
its
website,
and
wholesales
through
distributors