Social Media Marketing for the Time-Starved Winery marketer

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A quick guide on how Time-Starved Winery Marketers can manage the really important social media sites efficiently and effectively in 10 - 15 minutes per day

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Social Media Marketing for the Time-Starved Winery marketer

  1. 1. Social Media for the Time-Starved Winery Marketer
  2. 2. Social Media for the Time-Starved Winery Marketer <ul><li>Social Media Can Be a Time Sucker </li></ul><ul><li>Social Media May Require New Skill Sets </li></ul><ul><li>Social Media May Make You Scream in Pain </li></ul><ul><li>Your Wine Marketing Concierge </li></ul>
  3. 3. Social Media for the Time-Starved Winery Marketer <ul><li>Get Over It </li></ul><ul><li>Your Wine Marketing Concierge </li></ul>
  4. 4. Social Media for the Time-Starved Winery Marketer <ul><li>It’s The Future, and It’s Here </li></ul><ul><li>Your Wine Marketing Concierge </li></ul>
  5. 5. Social Media for the Time-Starved Winery Marketer <ul><li>So anyway, we assume you have a website, with great Keywords and Meta-Tags on your site, a blog, plus one or more consumer lists </li></ul><ul><li>And, you have some form of email system such as Constant Contact, eROI, or Emma to create, distribute and manage your eBlasts </li></ul><ul><li>Your Wine Marketing Concierge </li></ul>
  6. 6. Social Media for the Time-Starved Winery Marketer <ul><li>Next we recommend setting up Google Alerts for your winery name, your brand name(s), your varietals, your AVA, your City, Washington State, WA Wine organizations, winery employee names, and more… </li></ul><ul><li>These come to your in-box every day </li></ul><ul><li>This will be your global listening post </li></ul><ul><li>Your Wine Marketing Concierge </li></ul>
  7. 7. Sample Google Alert Results for: Wine Tourism: YouTube - Great Wine Capitals Global Network queue Wine Tourism and wine tours in Spain1296 viewsturismodevino · BEST OF WINE TOURISM 2009_ENG ... queueBEST OF WINE TOURISM 2009_ENG197 viewsflorencewine ... www.youtube.com/watch?v =U0XmCXzBpDI Portuguese Wines, Wine tourism and Wine Events / Globalwines Stay tunned to wine news, events, global wine trade shows and wine tourism related information. www.daosul.com /en/go/wine-news-and-events Wine tourism for all the family on Flickr - Photo Sharing! Wine tourism for all the family. ... Click this icon to see all public photos and videos tagged with wine tourism wine tourism ... www.flickr.com/photos/winepleasures/4675039978/ Best Of Wine Tourism Awards Ceremony in Porto, 2nd of June - Great ... The Best Of Wine Tourism Awards Ceremony happenned on the 2nd of June in the Port Wine Museum in Porto.It was a moment of celebration for the 5 winners and ... greatwinecapitals.mobi/?1&it= mobile_news&LG ...
  8. 8. Social Media for the Time-Starved Winery Marketer <ul><li>Google Alerts is a great way to keep on top of what’s going on in the wine marketplace and what your competitors are doing </li></ul><ul><li>The alerts also connect you to stories and other sources of information that stimulate ideas for you to use – to generate content for your communications with current and future buyers of your wine </li></ul><ul><li>Your Wine Marketing Concierge </li></ul>
  9. 9. Social Media for the Time-Starved Winery Marketer <ul><li>Now’s the time to start generating content </li></ul><ul><li>We recommend creating at least 4 quarterly press releases (hopefully more) and sending these out via a PR distribution service such as PR NEWSWIRE; plus there are a number of free or relatively free digital services out there </li></ul><ul><li>Your Wine Marketing Concierge </li></ul>
  10. 10. Social Media for the Time-Starved Winery Marketer <ul><li>Writing a basic release content is relatively easy: </li></ul><ul><li>Who </li></ul><ul><li>What </li></ul><ul><li>When </li></ul><ul><li>Where </li></ul><ul><li>Why </li></ul><ul><li>Your Wine Marketing Concierge </li></ul>
  11. 11. Social Media for the Time-Starved Winery Marketer <ul><li>Of course, every award or accolade deserves a release </li></ul><ul><li>Then turn it over to your marketing or PR person/agency or, at the very least, the best English major you know to clean it up and tie the bow </li></ul><ul><li>Your Wine Marketing Concierge </li></ul>
  12. 12. Social Media for the Time-Starved Winery Marketer <ul><li>We recommend that you also consider setting up an Online newsroom. </li></ul><ul><li>It digitally broadcasts your news and content 24/7 </li></ul><ul><li>You can have it on your website as its own page, set up as a specific blog or as an adjunct to a blog you already maintain </li></ul><ul><li>Your Wine Marketing Concierge </li></ul>
  13. 13. Social Media for the Time-Starved Winery Marketer <ul><li>This is relatively easy to maintain once it’s set up </li></ul><ul><li>Just add the occasional new graphic/ photo/video and, of course, any new press releases </li></ul><ul><li>Your Wine Marketing Concierge </li></ul>
  14. 14. Social Media for the Time-Starved Winery Marketer <ul><li>Here’s one we did for the Barnard Griffin Winery on a blog platform: </li></ul><ul><li>www.BarnardGriffinNewsroom.com </li></ul><ul><li>Your Wine Marketing Concierge </li></ul>
  15. 15. Social Media for the Time-Starved Winery Marketer <ul><li>So, your website is operational, you are blogging and your press releases are percolating through the search engines: all contributing to good SEO/SEM </li></ul><ul><li>Now it’s time to set up your personal and corporate social networking accounts </li></ul><ul><li>Your Wine Marketing Concierge </li></ul>
  16. 16.                                                                                                                   
  17. 17. Social Media for the Time-Starved Winery Marketer <ul><li>As you can see Facebook is the 800 pound gorilla in the room. </li></ul><ul><li>YouTube is next. </li></ul><ul><li>Twitter is third, but drops precipitously in % of share. However, it has a strong percentage of wine folk using it - including wine journalists and bloggers. </li></ul><ul><li>Your Wine Marketing Concierge </li></ul>
  18. 18. Social Media for the Time-Starved Winery Marketer <ul><li>Google+ isn’t on this chart but will be. </li></ul><ul><li>We anticipate that it won’t take long for Google+ to be part of the “Band of Five” as one of the Top 5 most important social media sites for Wineries. </li></ul><ul><li>Keep a close eye on Google+ and get on it! </li></ul>
  19. 19. Social Media for the Time-Starved Winery Marketer <ul><li>We recommend, however, that you start with getting on Linked-In. It’s a business-to-business (B2B) site and is fairly passive in that it doesn’t require much maintenance thereafter </li></ul><ul><li>It’s like that rotisserie oven sold on TV. You just set it and forget it. </li></ul><ul><li>Just take a weekly peek to see what’s going on and to add biz contacts </li></ul>
  20. 20. Social Media for the Time-Starved Winery Marketer <ul><li>Then, with your camera phone or video camera, start shooting 1 – 3 minute videos about your winery beginning with a simple “Visit to the winery” </li></ul><ul><li>Post these on YouTube and make sure you add as many relevant keyword “Tags” as you can think of </li></ul><ul><li>Keep them short & sweet and let those percolate with the search engines </li></ul>
  21. 21. Social Media for the Time-Starved Winery Marketer <ul><li>Now it’s time to set up your Facebook Fan Page </li></ul><ul><li>Then, set up your Twitter Page </li></ul><ul><li>Finally, Google+ </li></ul>
  22. 22. Social Media for the Time-Starved Winery Marketer <ul><li>Once you have your Facebook, Twitter and/or Google+ accounts set up, it is time to feed the beast : </li></ul><ul><li>You need to create content for these ravenous social sites - almost daily </li></ul><ul><li>Add a “Sharing” function/widget to your computer such as “ADD THIS” </li></ul><ul><li>Your Wine Marketing Concierge </li></ul>
  23. 23. Social Media for the Time-Starved Winery Marketer <ul><li>Now, every day your Google Alerts come in to your email: </li></ul><ul><li>Click on the links that interest you </li></ul><ul><li>If appropriate to your winery, click on your Sharing function and post the story, item, and/or photo on your select social media pages </li></ul><ul><li>Your Wine Marketing Concierge </li></ul>
  24. 24. Social Media for the Time-Starved Winery Marketer <ul><li>Once you have the Sharing function on your computer, it is easy to keep your Social Media Pages looking fresh with nearly daily updates </li></ul><ul><li>Now, it’s time to consider creating real winery-centric content: </li></ul><ul><li>Your new wine releases, pricing information and regular chatter about what you are doing </li></ul><ul><li>Your Wine Marketing Concierge </li></ul>
  25. 25. Social Media for the Time-Starved Winery Marketer <ul><li>We generate lists of 30 – 40 rotating “generic” messages for our clients </li></ul><ul><li>These are merely suggestions for core messaging </li></ul><ul><li>Our clients then embellish and post when they don’t necessarily have anything specific to say that day </li></ul><ul><li>Your Wine Marketing Concierge </li></ul>
  26. 26. Social Media for the Time-Starved Winery Marketer <ul><li>We also create a calendar of events starting with the classic holidays </li></ul><ul><li>We flesh out the calendar with winery related/sponsored/hosted events both on- and off the winery location </li></ul><ul><li>Events and activities are at the core of social messaging; in addition to interacting with your fans and followers </li></ul><ul><li>Your Wine Marketing Concierge </li></ul>
  27. 27. Social Media for the Time-Starved Winery Marketer <ul><li>Once you have this social network framework built in: </li></ul><ul><li>Each day do your quick “ADD THIS” postings from your Google Alerts to your social media sites (you were going to read those articles anyway) </li></ul><ul><li>Your Wine Marketing Concierge </li></ul>
  28. 28. Social Media for the Time-Starved Winery Marketer <ul><li>And then focus on interacting and bonding with your consumers, one-on-one, via these very personal networks </li></ul><ul><li>Your Wine Marketing Concierge </li></ul>
  29. 29. Social Media for the Time-Starved Winery Marketer <ul><li>Being Time-Starved myself, I have a daily message reminder set on my Outlook email calendar </li></ul><ul><li>At 11am everyday it pops up and says: </li></ul><ul><li>It’s 11 O'clock and it’s time to POST! </li></ul><ul><li>I give it 10 minutes, and then I’m out! </li></ul><ul><li>Your Wine Marketing Concierge </li></ul>
  30. 30. Social Media for the Time-Starved Winery Marketer <ul><li>Follow us on Twitter: </li></ul><ul><li>www.Twitter.com/WINESofWA </li></ul><ul><li>Connect with us on Linked-In: </li></ul><ul><li>www.linkedin.com /in/perpetual </li></ul><ul><li>Become a fan on Facebook: </li></ul><ul><li>www.facebook.com/pages/WINES-OF-WASHINGTON-PROMOTION-The-Marketing-Agency/56855267456 </li></ul><ul><li>Your Wine Marketing Concierge </li></ul>
  31. 31. Social Media for the Time-Starved Winery Marketer <ul><li>Hey, thanks for your time! </li></ul><ul><li>Veni Vidi Bibi, </li></ul><ul><li>Wines of Washington Promotion </li></ul><ul><li>The Marketing Agency </li></ul><ul><li>www . WOW promotion. com </li></ul><ul><li>206-691-3883 </li></ul>

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