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What is a Blog, and why a winery should have one?

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2nd Annual International Wine Tourism Conference & Workshop, Barcelona Feb 2010
A brief definition of what a Blog is and how it can help wineries in their marketing strategy to enhance wine tourism activities.
The main goal set in this panel is that wineries identify the advantages and disadvantages of creating a blog and make them wonder if they really need one. Because not all wineries should have a blog…should they?

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What is a Blog, and why a winery should have one?

  1. 1. What is a Blog and why should a winery have one? Session 2.3 Panel Discussion Barbara Siemianiuk (Caves Montau de Sadurní) Ana Belén Hernández Soto (Vintae Luxury Wine Specialists) Marcel Sabaté i Coca (Cavas Castellroig) Albert Moreno (FeedbackMP) 2 / 2 / 2010
  2. 2. PANEL OBJECTIVES
  3. 3. PANEL OBJECTIVES 1 Understand what a blog is
  4. 4. PANEL OBJECTIVES 1 Understand what a blog is 2 Identify how can help your winery
  5. 5. PANEL OBJECTIVES 1 Understand what a blog is 2 Identify how can help your winery 3 Learn from winery bloggers experience
  6. 6. PANEL OBJECTIVES 1 Understand what a blog is 2 Identify how can help your winery 3 Learn from winery bloggers experience 4 Get a clear idea of how can enhance your winetourism strategy
  7. 7. Panel discussion: Blog definition What is a Blog and why should a winery have one? Useful tips Meet the bloggers!
  8. 8. A BRAND NEW SCNENARIO
  9. 9. Millions of consumers use the web to get information before a purchase or a visit.
  10. 10. Millions of consumers use the web to get information before a purchase or a visit. On the Internet people participate, collaborate, share pictures and videos, create contents.
  11. 11. Millions of consumers use the web to get information before a purchase or a visit. On the Internet people participate, collaborate, share pictures and videos, create contents. People are active!
  12. 12. Within an extremely interconnected world new rules and tools are being developed: blogs, wikis, podcasts, RSS, SEO, SEM, online viral videos, pictures sharing,…
  13. 13. Within an extremely interconnected world new rules and tools are being developed: blogs, wikis, podcasts, RSS, SEO, SEM, online viral videos, pictures sharing,… We look after RECOMENDATIONS from people like us!
  14. 14. SENDER MESSAGE RECEIVER THE OLD COMMUNICATION MODEL WHAS A MONOLOGUE
  15. 15. !"#$%&'($ )'*+,-'($ ,$*(,/%*"($ . 0,#'(1
  16. 16. SENDER MESSAGE RECEIVER THE NEW COMMUNICATION MODEL IS A DIALOGUE
  17. 17. '.&) 1&" !" /0 #$ , (.) %& "' -+% &() 2."&(3 *+")%,&()
  18. 18. BLOG
  19. 19. It's a Web-based on-line journal powered by a self-publishing tool that enables the author(s) to regularly and easily update the content.
  20. 20. It's a Web-based on-line journal powered by a self-publishing tool that enables the author(s) to regularly and easily update the content. Blog posts are presented in reverse chronological order. Each entry is time and date-stamped.
  21. 21. Readers can interact: commenting and giving a feedback.
  22. 22. BLOG: BRIEF DEFINITION Blog, short form of “Web Log” is an easy to publish website. It is written in an informal, conversation style that tells the “real” story. It's a marketing and communication channel, but SO, WHAT IS IT? with a twist – it's 2 way Connects you to noisy, rugged, global conversation – the blogosphere Alerts readers automatically about new additions Is updated frequently
  23. 23. so...
  24. 24. so... Should your winery blog?
  25. 25. 10 years ago people asked should we get an email ?
  26. 26. 10 years ago people asked should we get an email ? EVENTUALLY EVERYONE GOT AN EMAIL ADDRESS
  27. 27. Next they asked... “Do we really need a website?”
  28. 28. Next they asked... “Do we really need a website?” WHEN SEARCH GOT GOOD EVERYONE WENT ONLINE
  29. 29. And now... “Should your winery blog?”
  30. 30. And now... “Should your winery blog?” ANSWER IS... YES, YES, YES
  31. 31. Because the internet is humanising, and blogs help humanise a winery
  32. 32. Because the internet is humanising, and blogs help humanise a winery Because the blogosphere helps keep your finger on the pulse of the industry, and being a part of that sphere adds credibility.
  33. 33. Because the internet is humanising, and blogs help humanise a winery Because the blogosphere helps keep your finger on the pulse of the industry, and being a part of that sphere adds credibility. Because consumers are smarter today.
  34. 34. Because the internet is humanising, and blogs help humanise a winery Because the blogosphere helps keep your finger on the pulse of the industry, and being a part of that sphere adds credibility. Because consumers are smarter today. Because it means you can communicate with your communities unfiltered, and it promotes instant feedback.
  35. 35. Because the internet is humanising, and blogs help humanise a winery Because the blogosphere helps keep your finger on the pulse of the industry, and being a part of that sphere adds credibility. Because consumers are smarter today. Because it means you can communicate with your communities unfiltered, and it promotes instant feedback. Because it builds a network.
  36. 36. Mr Paul Watzlawick
  37. 37. You cannot... NOT communicate! Mr Paul Watzlawick
  38. 38. Whatever you do, you are sending out a message, even if you intend not to.
  39. 39. OR...MORE TO THE POINT:
  40. 40. OR...MORE TO THE POINT: BY REFUSING TO COMMUNICATE YOU ACTUALLY COMMUNICATE A MESSAGE WHICH SAYS THAT YOU DO NOT WANT TO COMMUNICATE.
  41. 41. Clear enough?
  42. 42. But... there are ROAD BLOCKS!
  43. 43. it's something new - and most of us don't like change
  44. 44. it's something new - and most of us don't like change it does not (immediately) appear to have a benefit - so why bother?
  45. 45. it's something new - and most of us don't like change it does not (immediately) appear to have a benefit - so why bother? it creates additional workload - and don't we have enough to do, already?
  46. 46. So what are the real values of blogging?
  47. 47. 1 Branding
  48. 48. 1 Branding 2 Improves SEO - Google rank. Drives traffic to site
  49. 49. 1 Branding 2 Improves SEO - Google rank. Drives traffic to site 3 Market research and learning
  50. 50. 1 Branding 2 Improves SEO - Google rank. Drives traffic to site 3 Market research and learning 4 Innovation: new products / activities
  51. 51. 1 Branding 2 Improves SEO - Google rank. Drives traffic to site 3 Market research and learning 4 Innovation: new products / activities 5 Building community: visitors, customers and other bloggers
  52. 52. 1 Branding 2 Improves SEO - Google rank. Drives traffic to site 3 Market research and learning 4 Innovation: new products / activities 5 Building community: visitors, customers and other bloggers 6 Transparency and authenticity
  53. 53. 1 Branding 2 Improves SEO - Google rank. Drives traffic to site 3 Market research and learning 4 Innovation: new products / activities 5 Building community: visitors, customers and other bloggers 6 Transparency and authenticity 7 Direct access to your costumers: discovers potential evangelists through comments
  54. 54. So why are most wineries concerned about Blogging?
  55. 55. "Losing control" of what people are saying about you or your products!
  56. 56. But, you never HAD control of the what people say about you anyway... People are blogging (talking)
  57. 57. You can't control the message. Get over it! But you CAN join the conversation and make sure your side of the story is heard!
  58. 58. Somebody will say something
  59. 59. Its an opportunity for you to learn and improve!
  60. 60. Its an opportunity for you to learn and improve! And if people do say something about your product that is untrue, you have an opportunity to correct it by responding appropriately!
  61. 61. Blog definition Useful Tips Meet the bloggers!
  62. 62. Panel discussion: Blog definition What is a Blog and why should a winery have one? Useful Tips Meet the bloggers!
  63. 63. USEFUL TIPS
  64. 64. HOW SHOULD WE START BLOGGING?
  65. 65. Major points on How to blog?
  66. 66. HOW TO BLOG? MAJOR POINTS
  67. 67. HOW TO BLOG? Create a Policy MAJOR POINTS
  68. 68. HOW TO BLOG? Create a Policy Post often, post fast: must be dynamic MAJOR POINTS
  69. 69. HOW TO BLOG? Create a Policy Post often, post fast: must be dynamic Blog around your expertise, people want to hear it! MAJOR POINTS
  70. 70. HOW TO BLOG? Create a Policy Post often, post fast: must be dynamic Blog around your expertise, people want to hear it! MAJOR POINTS Be truthful
  71. 71. HOW TO BLOG? Create a Policy Post often, post fast: must be dynamic Blog around your expertise, people want to hear it! MAJOR POINTS Be truthful Include photos, mini videos
  72. 72. HOW TO BLOG? Create a Policy Post often, post fast: must be dynamic Blog around your expertise, people want to hear it! MAJOR POINTS Be truthful Include photos, mini videos Be human
  73. 73. HOW TO BLOG? Create a Policy Post often, post fast: must be dynamic Blog around your expertise, people want to hear it! MAJOR POINTS Be truthful Include photos, mini videos Be human Encourage readers to use RSS and share your posts
  74. 74. RECOMMENDED TOOLS:
  75. 75. FREE
  76. 76. FREE EASY TO USE
  77. 77. Listen, then engage! •Participate by having conversations •Encourage interactions (polls, questions, retweets, commenting) •Monitor Twitter, TripAdvisor, etc. •Encourage users to review your wine on cellar sites and wine social media sites •Learn to understand you visitors needs
  78. 78. Invite friends and cross promote at every opportunity: tasting room, wine club, tours, events, etc.
  79. 79. Invite friends and cross promote at every opportunity: tasting room, wine club, tours, events, etc.
  80. 80. "People may not remember exactly what you did, or what you said, but they will always remember how you made them feel."     
  81. 81. Ask them to share their experience in your winery with other people...through your Blog!     
  82. 82. IMPORTANT:
  83. 83. IMPORTANT: MONITORING
  84. 84. IMPORTANT: MONITORING & MESURE!
  85. 85. Measure and adapt:
  86. 86. Measure and adapt: Blog and Google Analytics for traffic
  87. 87. Measure and adapt: Blog and Google Analytics for traffic Measure friends, follows and comments – quality over quantity
  88. 88. Measure and adapt: Blog and Google Analytics for traffic Measure friends, follows and comments – quality over quantity Create editorial calendar – what are we going to talk about and when
  89. 89. Measure and adapt: Blog and Google Analytics for traffic Measure friends, follows and comments – quality over quantity Create editorial calendar – what are we going to talk about and when Explore new tools and technologies and dump those that don’t work
  90. 90. But...remember:
  91. 91. But...remember: Building relationships is not something that is easily measured...
  92. 92. Blog definition Useful Tips Meet the bloggers!
  93. 93. Panel discussion: Blog definition What is a Blog and why should a winery have one? Useful Tips Meet the bloggers!
  94. 94. THANKS! You can follow me on: @albertmoreno www.facebook.com/FeedbackMP www.linkedin.com/albertomgonz albert@feedbackmp.com

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