Intro curation-branding

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  • Civiliation becoming digital. Not just social media and the internet.\nBanking, commerce, enterprise, government (Egypt). Can you imagine a war being started b/c of technology and social media?\n
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  • Analog ad - trying to capture attention out of all the other ads in that magazine. Digital ad - if the brand has an engaged audience they’ll capture and retain attention, not just now but forever.\n
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  • people buying and sharing product experiences are keeping up with technology. your competitors are keeping up with technology. I hear from small businesses “we can’t afford social media” to which I reply, “you can afford NOT to adopt social media”. \n\nWine & Travel (like my trip here) are shared experiences.\n
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  • Most social sites have a feed. What did my friends JUST do?\nWhether you have a lot of followers or none, you can @ reply anyone\n
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  • engaging wine drinkers in person\ntook a page out of Obama’s playbook last year - energizing the base\nqualifying potential consumers\ncreating brand ambassadors\n
  • the beginnings of a predictive model\n
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  • You can’t get someone’s attention online if they don’t care. If you don’t care, they won’t either.\n
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  • Intro curation-branding

    1. 1. Future MarketersSocial Media Workshop - #FMSMW WiFi Login - ‘Napa‘ WiFi Password - ‘Valley’ presented by bakasmedia.com
    2. 2. Todd Iseri - Director of SalesTwitter.com/NapaMarriottFacebook.com/NapaMarriott
    3. 3. about.me/rickbakasFirst Director of Social Media in the wine industryFormer Brand Manager at NIKEAdviser at Bakas MediaCertified SommelierReally loves #Bacon #FMSMW
    4. 4. Grandpa Hardig #FMSMW
    5. 5. Grandpa Hardig #FMSMW
    6. 6. internet users 1960 #FMSMW
    7. 7. internet users Moore’s Law 1960 #FMSMW
    8. 8. internet users 1970 #FMSMW
    9. 9. mobile users 1980 #FMSMW
    10. 10. mobile users Macintosh answering machines AOL usenet groups ATM’s Microsoft Windows 1980 dial up modems #FMSMW
    11. 11. 1990 #FMSMW
    12. 12. wifi voicemail first personal computers first business websites first business email first email addressesfirst cell phones 1990 internet boom #FMSMW
    13. 13. 2000 #FMSMW
    14. 14. MySpace vlogging Friendster google analytics bloggingCRM 2000 #FMSMW
    15. 15. 2010 #FMSMW
    16. 16. sCRM virtual bankingsocial media smart appliances 2010 #FMSMW
    17. 17. internet users mobile users1970 1980 1990 2000 2010 2020 #FMSMW
    18. 18. internet users mobile users you are here1960 1970 1980 1990 2000 2010 2020 2030 2040 2050 2060 2070 2080 2090 3000 #FMSMW
    19. 19. Grandpa Hardig #FMSMW
    20. 20. 1960 1970 1980 1990 2000 2010 2020 2030 2040 2050 2060 2070 2080 2090 3000 #FMSMW
    21. 21. rise of curation1960 1970 1980 1990 2000 2010 2020 2030 2040 2050 2060 2070 2080 2090 3000 #FMSMW
    22. 22. dawn of brand curation1960 1970 1980 1990 2000 2010 2020 2030 2040 2050 2060 2070 2080 2090 3000 #FMSMW
    23. 23. dawn of brand curation Every photo, tweet, blog post, message, email, sound clip or video will exist forever online.1960 1970 1980 1990 2000 2010 2020 2030 2040 2050 2060 2070 2080 2090 3000 #FMSMW
    24. 24. dawn of brand curation1960 1970 1980 1990 2000 2010 2020 2030 2040 2050 2060 2070 2080 2090 3000 #FMSMW
    25. 25. traditional new media media + create your own rely on others’ reach reachMagazine readership Facebook fansNewspaper circulation blog readersTelevision audience YouTube viewersSEO manipulation Twitter FollowersEmail Email list organic SEO #FMSMW
    26. 26. conversationprism.com #FMSMW
    27. 27. You are a steward of legacy‣ establish URL real estate now‣ establish brand voice‣ years from now people will be viewing your brand messages online‣ community continues to grow year after year #FMSMW
    28. 28. Online engagement‣ @ replies‣ Themes (ie.. #custserv)‣ Events‣ Education‣ Increase your social currency #FMSMW
    29. 29. Online engagement #FMSMW
    30. 30. Case studies #FMSMW
    31. 31. #HunterWine, #YarraWine, #BarossaWine‣ Reached 2,900,000 people on Twitter‣ 67,000,000 impressions‣ 7,200 tweets‣ 1,100 unique tweeters
    32. 32. tweetup tour of U.S. SEATTLE BOSTON NEW JERSEY NEW YORK NAPA CHICAGO BOULDER DC DENVER LA RALEIGH ATLANTA DALLAS AUSTIN ORLANDO #FMSMW
    33. 33. tweetup tour of U.S. #FMSMW
    34. 34. tweetup tour of U.S. Number
of
brand
impressions‐
6297
 Es6mated
total
number
of
a9endees‐
282 Avg.
number
of
Tweets
during
each
event‐
211 Avg.
number
of
Unique
tweeters
per
event‐
42 Approximate
reach
per
event‐
220,000
‐
500,000 Number
of
searches
on
grappos.com‐
1,516 $
Invested
‐
$5,000
for
travel
&
expenses #FMSMW
    35. 35. 172,000
“views”
of
our
tweetup
 invites
on
Eventbrite
 1,211
names
of
qualified
wine
 drinkers
added
to
database wine
club
&
DTC
sales #FMSMW
    36. 36. 172,000
“views”
of
our
tweetup
 invites
on
Eventbrite
 1,211
names
of
qualified
wine
 drinkers
added
to
databaseAddi6onal
Stats:+
36
new
placements+
27
aFendees
per
event+
42
unique
tweeters
per
event+
211
tweets
per
event wine
club
&
DTC
sales #FMSMW
    37. 37. Location Based Marketing 92 visitors to the winery from Foursquare tips #FMSMW
    38. 38. Positioning your brand online - be consistent! #FMSMW
    39. 39. Brand for the lizard brain
    40. 40. Brand for the lizard brain ( a decent brand will register on the front of the brain in the eyeballs.
    41. 41. Brand for the lizard brain ( ( a decent brand will a GREAT brand will register on the front of register deep down on the brain in the the lizard brain. eyeballs.
    42. 42. Brand Synergy
    43. 43. Brand Synergy
    44. 44. A brand is a promise.
    45. 45. A brand is a promise.A promise made by people.
    46. 46. Holistic Brand events email campaign travel @ replies in-person YouTube videos interactions Face to Face Online supporting other people’s social currency events in person events one-one service service #FMSMW
    47. 47. things you can be doing now #FMSMW
    48. 48. things you can be doing now@ reply to as many people on Twitter as possible every day(Twitter hides them from your stream) #FMSMW
    49. 49. things you can be doing now@ reply to as many people on Twitter as possible every day(Twitter hides them from your stream)Educate people about your area of brand expertise (blog daily) #FMSMW
    50. 50. things you can be doing now@ reply to as many people on Twitter as possible every day(Twitter hides them from your stream)Educate people about your area of brand expertise (blog daily)Establishing your URLs for future use #FMSMW
    51. 51. things you can be doing now@ reply to as many people on Twitter as possible every day(Twitter hides them from your stream)Educate people about your area of brand expertise (blog daily)Establishing your URLs for future useEngage influencers #FMSMW
    52. 52. things you can be doing now@ reply to as many people on Twitter as possible every day(Twitter hides them from your stream)Educate people about your area of brand expertise (blog daily)Establishing your URLs for future useEngage influencersPosition your brand for consistency and synergy #FMSMW
    53. 53. things you can be doing now@ reply to as many people on Twitter as possible every day(Twitter hides them from your stream)Educate people about your area of brand expertise (blog daily)Educate people on your product (vintage 2011)Establishing your URLs for future useEngage influencersPosition your brand for consistency and synergy #FMSMW
    54. 54. Q+A #FMSMW

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