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Digital Marketing Strategy Project: Airlie Winery

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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.

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Digital Marketing Strategy Project: Airlie Winery

  1. 1. 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  
  2. 2. 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  
  3. 3. 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  
  4. 4. 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  
  5. 5. Airlie Winery Digital  Marke,ng  Strategy   Audit  and  Recommenda.ons   Prepared  by  CR  Crea.ve  Marke.ng  Strategies   Presented  June  16,  2015  
  6. 6. 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  
  7. 7. 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  
  8. 8. 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  
  9. 9. 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  
  10. 10. 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  
  11. 11. 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  
  12. 12. How Do You Stack Up?   Airlie’s  Online  Visual  Presence   Airlie  Winery  –  Digital  Marke.ng  Strategy  CR  Crea,ve  Marke,ng  Strategies  
  13. 13. 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  
  14. 14. 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  
  15. 15. 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  
  16. 16. 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  
  17. 17. 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  
  18. 18. 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  
  19. 19. 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  
  20. 20. 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  
  21. 21. 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  
  22. 22. 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  
  23. 23. 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  
  24. 24. 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  
  25. 25. The Plan Airlie  Winery  –  Digital  Marke.ng  Strategy  CR  Crea,ve  Marke,ng  Strategies  
  26. 26. 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  
  27. 27. 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  
  28. 28. 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  
  29. 29. 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  
  30. 30. 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  
  31. 31. Airlie  Winery  –  Digital  Marke.ng  Strategy  CR  Crea,ve  Marke,ng  Strategies  
  32. 32. The Plan Airlie  Winery  –  Digital  Marke.ng  Strategy  CR  Crea,ve  Marke,ng  Strategies  
  33. 33. 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  
  34. 34. 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  
  35. 35. 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  
  36. 36. 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  
  37. 37. Appendix   •  Addi,onal  Target  Audience  and  Wine   Industry  Informa,on  (2  Slides)   •  Addi,onal  Compe,,ve  Visual  Audit  Detail   (5  slides)  
  38. 38. 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    
  39. 39. 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    
  40. 40. 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      
  41. 41. 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  
  42. 42. 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    
  43. 43. 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  
  44. 44. 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  

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