Wine Internet Marketing Workshop (NZ Tour, Feb-13)

4,451 views

Published on

Wine Internet Marketing Workshop slide deck that covered Social Media, Facebook, Twitter, Search Engine Optimzation, Internet Advertising, Conversions, Mobile and Email Marketing. Conducted in 5 regions in New Zealand in Feb-13 (personalized feedback not included).

Published in: Business

Wine Internet Marketing Workshop (NZ Tour, Feb-13)

  1. 1. Wine Marketing WorkshopFebruary / March 2013 Bruce McGechanNew Zealand N
  2. 2. What we’ll cover• It’s a Process• Social Media• Facebook• Twitter• Social Media metrics, software, brand• Search Engine Optimization• Internet Advertising• Email Marketing• Conversion Rate Optimization• Mobile Apps & Websites• The Future: Local Based Services 2
  3. 3. The ProcessSearch Engines TrafficInternet AdvertisingBlogFacebook EngagementTwitterMobileLBSLPO ConversionEmail Marketing Repeat 3
  4. 4. Internet = email, search, content, shopping & ... social http://www.pewinternet.org/Reports/2011/Search-and-email/Report.aspx 4
  5. 5. The Math: like compounding interest Acquisition Conversion Retention 2X p.322, “How to Sell Wine”, B. McGechan, 2011 5
  6. 6. Recurring themes of this Workshop• Great Content• Use your Brand Voice• Be Consistent and Regular• Multiple Channels• Takes time - per week, and for results 6
  7. 7. What we’ll cover• It’s a Process• Social Media• Facebook• Twitter• Search Engine Optimization• Internet Advertising• Email Marketing• Conversion Rate Optimization• Mobile Apps & Websites• The Future: Local Based Services 7
  8. 8. Social Media is big• 300 million social media wine conversations• 10 million social wine consumers (vintank)• 73% of core wine drinkers use Facebook• 24% Twitter (Wine Market Research Council 2011) but ... 8
  9. 9. What is Social Media?• We use web and mobile technology (“Media”) to• Interact with others (“Social”)• Why? > It’s like VoiceMail 9
  10. 10. Owned, Paid, Earned Media Owned Paid Media Media Earned Media Source: Sean Corcoran, Forrester Media 10
  11. 11. Levels of Social Media Involvement• Your customers? Curating• You? Producing Commenting Sharing Watching Source: Charlene Li, Altimeter Group 11
  12. 12. Social Media ROI - the value of influencersNormal Marketing Math• Customer Value per annumSocial Media Math• the above PLUS Value of Referrals Not everyone is equal 12
  13. 13. What we’ll cover• It’s a Process• Social Media• Facebook• Twitter• Social Media metrics, software, brand• Search Engine Optimization• Internet Advertising• Email Marketing• Conversion Rate Optimization• Mobile Apps & Websites• The Future: Local Based Services 13
  14. 14. Will posts appear on the fans’ wall updates?• 350 friends/likes = 350 ‘edges’ pd? • No, on average 16% of Page posts appear on fans Walls• It depends on Page’s EdgeRank • Affinity - views and engagement • Content Weight - type and engagement • Time Decay• and Paid Ads Share Comment 14
  15. 15. Connect - Engage - Influence• Connect: Build the Fan base • Create a Facebook page, then put like buttons on everything • website, emails, label, carton, shelf talkers • Numbers are not everything but they do matter • inactive/spam vs passive vs active followers • best of all: influential engaged active followers • Plus Paid Ads... 15
  16. 16. Paid Ads• Ad• Sponsored Story• Promoted Post• Offers• Check-Ins• Retargeting Internet Advertising section 16
  17. 17. Connect - Engage - Influence• Engage: Encourage Fans to make some Action on your Page Live Authenticity Be Up To Date Set Community Expectations Participate in Dialog Encourage Interactions Solicit A Call To Action Provide Cohesive Foster Advocacy Branding Source: J. Owyang, “Altimeter Report:The 8 Success Criteria For Facebook Page” Every day, post ahead - Content Calendar ... 17
  18. 18. Content Calendar Illustration Monday Tuesday Wednesday Thursday Friday Saturday Sunday or Week1,2 Winery x Vineyard xIllustration x x Food x Humour x ... 18
  19. 19. Winery Photos Text Text Text Text 19
  20. 20. Vineyard Photos Text Text Text Text Text Text Text Text Text 20
  21. 21. TextThe Company People 21
  22. 22. Animals 22
  23. 23. TextTasting Room Customer Photos Text Text Text 23
  24. 24. Organised Event Customer Photos 24
  25. 25. Spontaneous Event Customer Photos Text Text Text Text Text Text 25
  26. 26. Smaller “Event” Customer Photos Text Text 26
  27. 27. Asking for Fan Photos 27
  28. 28. Asking for and Sharing Fan Photos Text 28
  29. 29. Question: What Should We Do? Text Text Text Text Text Text Text Text Text 29
  30. 30. Question: What are You Drinking? Text Text Text Text Text Text Text 30
  31. 31. Open Questions Text Text 31
  32. 32. Question: Do you remember the first time .... Text Text Text Text Text Text Text Text Text Text 32
  33. 33. TextQuestions: About the Vineyard & Winemaking Text Text Text Text Text Fan Names Text Text Text Text Text Text Text Text 33
  34. 34. Question: Where is this bottle? Text Text Text Text Text Text TextWhere in the world is this bottle of Barefoot Text Pinot Noir? 34
  35. 35. Integrating Twitter + Facebook Text Text Text Text 35
  36. 36. Sneak Peek at New Release... 36
  37. 37. Sneak Peek... 37
  38. 38. Finish this Sentence... Text Text Text Text Text Text Text Text Text Text Text Text Text Text Text 38
  39. 39. Fill-in-the-blank, Thursday is for ...... Text Text Text Text Text Text Text Text 39
  40. 40. Finish this Song... Caption this Photo... Text Text Text Text Text Text Text Text Text Text Text Text 40
  41. 41. Pop Quizzes & Competitions Text Text Text Text 41
  42. 42. Vin-tertaining illustrations Text Text Text Text Text Text Text Text Text Text 42
  43. 43. Wine-tertainmentVin-tertaining illustrations Text Text Text Text Text Text Text Text Text Text Text Text Text Text 43
  44. 44. Vin-tertaining Labels Text Text Text Text Text Text 44
  45. 45. Topical Vin-tertainment 45
  46. 46. Humour #tellajokeday Text Text Text Text Text Text Text Text Text Text Text Text Fan’s Name 46
  47. 47. Someecards & Humour Text Text Text 47
  48. 48. Connect - Engage - Influence • Influence: Fans’ Friends • motivate people to post about your wine • contests, photo requests • encourage them to share with their friends • Remember EdgeRank • Put this regularly into your Content Calendar 48
  49. 49. Influence < Engage < Connect Winery Fans Winery Influenced Engaged Fans’ Friends Fans Facebook Users(with an interest in wine) 49
  50. 50. Winery Feedback• Regular: at least 3 times per week, every day?• Personal: talking as person to another person, social media is P2P, sign off with first name Bruce@MLWS• Participate: always respond to any comments or posts by others - engagement• Interaction: questions rather than statements, customer photos rather winery news 50
  51. 51. What we’ll cover• It’s a Process• Social Media• Facebook• Twitter• Social Media metrics, software, brand• Search Engine Optimization• Internet Advertising• Email Marketing• Conversion Rate Optimization• Mobile Apps & Websites• The Future: Local Based Services 51
  52. 52. Twitter Practice1. Research / Listen / Monitor • advanced search on location, keywords (#), known wine influencers• Build Lists • Interesting • Influencers • Relationships • ReTweeters• Build Searches • #wine, #nzwine, #pinot2013 • SEO type keywords e.g. central otago pinot noir, your brand Source: Ruth Burr, SEOMoz; Brian Solis 52
  53. 53. Twitter Practice2. Build real relationships with real people • Whom can I help? not Who can help me? • Sharing their stuff • Commenting on their posts • Mentioning them • Enter conversations where you can add value • Events • Adding to a relationship list• “More sharing, more thoughtful, more stories” (Brian Solis) Source: SocialMediaExaminer; Brian Solis 53
  54. 54. Twitter Practice3. Then Share your Great Content • breaking news • interesting and bizarre photos • links to your interesting content • continue building relationships (inane to others perhaps)• If it is Important then add Plse RT• Measure Resonance - does the conversation start, are you retweeted - how long does it last? Source: DanZarrella ‘The Science of ReTweets’; Brian Solis 54
  55. 55. What we’ll cover• It’s a Process• Social Media• Facebook• Twitter• Social Media metrics, software, brand• Search Engine Optimization• Internet Advertising• Email Marketing• Conversion Rate Optimization• Mobile Apps & Websites• The Future: Local Based Services 55
  56. 56. Metrics• Anecdote• Correlation• Multi-variate testing• Links and Tagging• Integrated (e.g. Social Connect)• Direct Commerce• SME - just count and compare ;) Source: Susan Etlinger, Altimeter Group, "The Social Media ROI Cookbook: Six Ingredients Top Brands Use to Measure the Revenue Impact of Social Media" July 24, 2012 56
  57. 57. Metrics: Links and Tagging • Bit.ly: to track links • Google Analytics: tag utm codes to the end of linkswww.mylocalwinestore.com/nz1112/?utm_source=facebook&utm_medium=social-media&utm_campaign=post18Nov11www.mylocalwinestore.com/nz1112/?utm_source=facebook&utm_medium=cpc&utm_campaign=nz1112 57
  58. 58. Integrated Software Wine Directory Social Connect 58
  59. 59. The Center: Wine Directory• An internet database for wineries from Californian wine marketing technology firm vintank• Wineries upload accurate winery and wine product information including photos, videos, QR codes, location, tasting room details...• Accessed by over 300 wine social networks, mobile apps, retailers and industry bodies• Aggregate audience of over 9 million potential consumers• Starter for other software: Social Connect, Winery Input Home Screenshot Facebook wine page, Wine App• It’s Free! Sign up at www.vintank.com 59
  60. 60. What you read Winery Input Details Screenshot Winery Input Digital Media Screenshot 60
  61. 61. What the humans read Winery Output Screenshot: Web Page 61
  62. 62. What the machines read Winery Output Screenshot: JSON 62
  63. 63. Social Connect• Wine Social Media Monitoring and Management tool• Has measured: • over 300 million wine conversations. • 30 million quality wine conversations (variety, brand, region).• Has profiles from more than 10 million social wine consumers.• 15K wine specific platforms, 170K social sites and blogs and over 90K forums • Twitter, Facebook, Flickr, YouTube etc • CellarTracker etc 63
  64. 64. Social Connect Dashboard• The Social Dashboard • high-level snapshot of the latest activity• Sources: • Blogs • Microblogs (inc. Facebook, Twitter) • Tasting Notes (inc. CellarTracker) • Forums • Media 64
  65. 65. The Vintank Dashboard Summary Top & Recent Mentions ... more recent mentions 65
  66. 66. Report Customized Campaign Report: e.g. event, competitor, tagline Standard Report i.e. last period vs this period 66
  67. 67. More Reports & PriceSign up at www.vintank.com 67
  68. 68. Recurring themes of this Workshop• Great Content• Use your Brand Voice• Be Consistent and Regular• Multiple Channels• Takes time - per week, and for results 68
  69. 69. Brand Management and Brand Voice Consumers Competitors Companyhttp://www.mylocalwinestore.com/?p=4241 69
  70. 70. Project Genome Source: Constellation WinesOther Market Segmentation: How to Sell Wine Online Source: Constellation Wines • Bruwer and Johnson • my ownsee my blog 70
  71. 71. Social Media Brief Example• Business Objective: • Boost Margins and Volume by changing to a Higher Value Customer Mix.• Marketing Strategy • Strategy: fewer Savvy Shoppers more Enthusiasts. • Consumer Insight: “They’re super passionate about wine and love discussing it with other like minded people.”• Promotion > Internet Marketing: Increase engagement with Enthusiasts through the Facebook Page • Action: encouraging Wall Post comments or users themselves posting on the Wall. • Creative: interesting photos of the vineyard and winery people around harvest.• Metric / KPI: • Increase # of Facebook user wall posts, shares or comments this month vs. last month by 5 for next 6 months 71
  72. 72. What we’ll cover• It’s a Process• Social Media• Facebook• Twitter• Social Media metrics, software, brand• Search Engine Optimization• Internet Advertising• Email Marketing• Conversion Rate Optimization• Mobile Apps & Websites• The Future: Local Based Services 72
  73. 73. Crawl, index and rate ✔ ✔ ✔ ✔ ✔ ✘ ✘ 73
  74. 74. Search: Organic vs Paid ~20% of clicks~80% of clicks Personalization alters results 74
  75. 75. Rank 1 vs 2, 3 vs 4 Used to be 30%+ 75 http://connect.slingshotseo.com/a-tale-of-two-studies-establishing-google-bing-click_through-rates
  76. 76. The Algorithm Note: 2011 estimate. Look for Social to be bigger in 2013. http://www.seomoz.org/article/search-ranking-factors See also http://searchengineland.com/seotable/ 76
  77. 77. Some estimate as much as 60% of the webs pages are spam. http://www.slideshare.net/randfish/introduction-to-seo-5003433 77
  78. 78. Page Rank http://www.slideshare.net/randfish/introduction-to-seo-5003433 78
  79. 79. Anchor Text you know a bit about wine having the Two Paddocks vineyard? Surrounding text URL link Anchor Text URL link with rel=“nofollow” 79
  80. 80. SEO Process You Have to Get These Right 80 http://www.slideshare.net/randfish/fundamentals-of-great-seo
  81. 81. SEO Process Before You Get These Right 81 http://www.slideshare.net/randfish/fundamentals-of-great-seo
  82. 82. Accessible Quality Content a Napa winery http://pro.seomoz.com www.google.com/webmasters/ 82
  83. 83. Each page should be about a keyword phrase Most Important:• Title Tags• Meta Descriptions• URL http://www.hallwines.com/hall-napa-valley-merlot 83
  84. 84. Keyword Research & Targeting 84 http://www.seomoz.org/blog/illustrating-the-long-tail
  85. 85. Wine Industry Keywords Fat Head Chunky Middle Long Tailwine varietals + region (buy) + brand + (sub)region + varietal + vintagevarietals varietals + subregionvarietals + regionHigh Volume Good Volume Low VolumeHigh Competition Moderate Competition Usually High Conversion (buy) 85
  86. 86. Wine Industry Keywords Fat Head Chunky Middle Long Tailwine varietals + region (buy) + brand + (sub)region + varietal + vintagevarietals varietals + subregionvarietals + regionHigh Volume Good Volume Low VolumeHigh Competition Moderate Competition Usually High Conversion (buy)Google Keyword Google Keyword Tool Conversions: check Google AnalyticsTool SERP Competition? Start Here 86
  87. 87. Keyword Difficulty for Region Varietal 87
  88. 88. Links: two ways of getting them• Great Content (Inbound Marketing)• By Request 88
  89. 89. Content Recurring themes of this Workshop Great content Your brand voice Then use in multiple internet channels: 89
  90. 90. Content Ideas (that are link-worthy) What’s your brand voice? • Tasting notes not just written but by video, interview, comparison, infographic What are your keywords? • Events: festivals, brand sponsored, international tastings, industry What are you really interested in? • What does your audience share? Look at twitter, wine blogs, facebook• Terroir: soil, topography, climate, people • Can you create a community? User Generated• (Sub)region Explanation Content• Varietal-Subregion commentary • Infographics about terroir• Vintage history and real time • See Facebook examples e.g. animals, tasting room customers, humour• Partners: restaurants & retailers 90
  91. 91. Link Building Hi First Name Hard Yards, treat it like sales calls I know you & like you We got this [award], please link </a> • Request (esp. Suppliers & Customers) Giveback - blog post about you Nice close • Outreach, a more sophisticated request Regards, your details http://www.seomoz.org/blog/what-separates-a-good-outreach-email-from-a-great-one-whiteboard-friday • Guest blog posts • Competitive Analysis • Relevant Directory Links • Sensible high value Reciprocal • Redirect any broken links Do not use Paid Links, Link FarmsHarvesting at Night video... http://www.opensiteexplorer.org 91
  92. 92. Social now effects Search• Google logged in users (Gmail, G+ etc) • Google+ Bias• Facebook & Twitter Shares (correlation vs causation)• Content shared by social network probably? gets higher prominence• You want to be shared• You want to be shared on Google+ 92
  93. 93. Local Search & Tasting Rooms • Local search query • Google wants to see • geographically relevant • proper business category in Google+ Local (Wineries or Wine store) • good volume of local listings, ratings and reviews (in Google+) • Google+ Local listing • NAPhttp://www.davidmihm.com/local-search-ranking-factors.shtml 93
  94. 94. What I haven’t talked about• Author Rank & Publisher Rank• Rich Snippets• Web Architecture & Silos• Facebook Search 94
  95. 95. What we’ll cover• It’s a Process• Social Media• Facebook• Twitter• Social Media metrics, software, brand• Search Engine Optimization• Internet Advertising• Email Marketing• Conversion Rate Optimization• Mobile Apps & Websites• The Future: Local Based Services 95
  96. 96. Internet Advertising Size• Essentially Adwords & Facebook• The US internet advertising market is $34 billion large• Grows by about 15-20% per annum• Mobile ads 8%, 2X growth Sources: Internet Advertising Bureau and Price Waterhouse Coopers. Iab internet advertising revenue report. Technical report, Internet Advertising Bureau, October 2012.; Google 2011 Financial Tables. investor.google.com/financial/tables.html, 2011. http://www.go-gulf.com/blog/online-ad-spending/ 96
  97. 97. Online Advertising: 80 | 20 We will cover the basics: Other ad options include: • Display Network inc. Image Ads, Placement• Google Adwords • Retargeting • Bing and Yahoo advertising• Facebook Ads • YouTube advertising • Twitter promoted tweets, accounts • LinkedIn Ads • Location Based Services inc.Yelp • other Banner Advertising Networks 97
  98. 98. Google Adwords: Search Network Google Search, Shopping, Maps, Images and Groups (not Gmail) ~20% of clicks~80% of clicks 98
  99. 99. Google Search Partner Network Plus maybe: Netscape.com; Earthlink.com; Lycos.com; ATT.com; TechTarget.com; ComCast.net; CNET Search.com; MyWebSearch.com; information.com; myway.com; bellsouth.net; dogpile.com; adelphia.net; comcast.net; earthlink.net; optonline.net; About.com; Shopping.com; CompuServe.com; nytimes.com; howstuffworks.com; business.com; oingo.com; Tripadvisor.com; dealtime.com; infospace.com; zapmeta.com; gppgle.com; faster-results.com; gawwk.com; inspirationalbibleverses.com; isohunt.com; cs.com; curiousquotes.com; findtarget.com. 99
  100. 100. Google Display Network• Largest Display Advertising Network• Google:YouTube, Gmail, Blogger• AdSense on millions of websites• Non-Family ads including alcohol cannot be shown on the Display Network... Google does allow alcohol accessories such as wine storage, alcohol-related collectibles, packaging and containers. Google also allows, ‘wineries, wine tours, sommelier courses with no direct promotion of drinking, alcohol, or direct sale option.’ (Source: Google email) 100
  101. 101. Wine Industry Keywords Fat Head Chunky Middle Long Tailwine varietals + region (buy) + brand + (sub)region + varietal + vintagevarietals varietals + subregionvarietals + regionHigh Volume Good Volume Low Volume = Does Not ShowHigh Competition Competition? Usually High Conversion (buy) 101
  102. 102. Keywords: Exact, Phrase, Broad• e.g. search query napa valley merlot • Broad• Exact • merlot napa valley • napa valley merlot • napa valley• Phrase • napa merlot • napa valley example-brand vineyard merlot • buy merlot wine from napa • napa valley merlot • information about napa merlot wine • napa north valley cabernet merlot • May include sonoma merlot... • not merlot napa valley (out of order); napa • Broad + valley (no merlot); napa merlot (no valley) • +napa valley merlot 102
  103. 103. Ad Group & Ads• Ad Group e.g. Napa Merlot • A group of similar keywords • Two Ads to test which one performs better Napa Valley Merlot• Ads www.BrandWinery.com Award Winning Merlot • Keyword in the headline: searched, bold, from Napa. Shop Now! influence • Description: think target market Brand Napa Merlot • A call to action e.g. buy or order now www.BrandWinery.com Award Winning Merlot • Landing Page is congruent with Ad from Napa. Shop Now! 103
  104. 104. Google Search Network Ads: One• Create One simple campaign • Search Network only • Computers only• One Ad group, one keyword• One Landing Page• One country / state• One month, low budget• Watch and Optimize• & Repeat for next word• Adwords Enhanced Campaigns... 104
  105. 105. Ad ExamplesNapa Valley Winery Best of Walla Walla Winewww.pheasantvalleywinery.com CougarCrestWinery.comA Dedication to Winemaking Taste wine, have a cheese plate,Schedule A Private Tasting Today play bocce, horseshoes, art gallerygoes to http://farniente.com/winery-tours-and- goes to http://www.cougarcrestwinery.com/ tastings/?_vsrefdom=googleppcFort Ross Vineyard Willamette Valley Winerywww.fortrossvineyard.com www.pheasantvalleywinery.comTrue Sonoma Coast Pinot Noir, Pheasant Valley Winery- OrganicChardonnay & Pinotage Wine In the Gorge 866-357-WINEgoes to http://fortrossvineyard.com/tasting-room goes to http://www.pheasantvalleywinery.comCalifornia Winery Bouchaine Vineyards, Napawww.fortrossvineyard.com www.bouchaine.com/Taste Wine That Won Top 2011 Extraordinary Pinots & Chardonnays.Awards 50% Savings Voucher Try Our Top Rated Wines Today!goes to http://www.soliswinery.com/winerypromo2.php goes to http://www.bouchaine.com/shop/ 105
  106. 106. New Zealand Pinot Noir - In Stock; Sauvignon Blanc, Marlborough, New ZealandGreat Selection. Uniquely Southern Latitudes Wines. Exclusive Wines at Great Values.www.solawines.com/NewZealandPinot http:// Everyday Up to 15% Off Case Orders!www.solawines.com/CT/nzpn.html www.wineexpress.com/ http://www.rkdms.com/redirect?New Zealand Wine On Sale - UltimateWineShop.comGreat Selection & Low Low Prices. New Zealand White WinesFriendly Service & Fast Shipping. Bargain Prices. Smart Deals.www.ultimatewineshop.com/NewZealand http:// Explore New Zealand White Wines!www.ultimatewineshop.com/r/country/New20Zealand BizRate.comNew Zealand Pinot Noir Wines from New ZealandCheap Prices and Huge Selection. The Worlds Best Wines Delivered.New Zealand Pinot Noir on Sale! Quality and Value 100% Guaranteed.www.Calibex.com www.wsjwine.com/ http://wsjwine.com/wsjintroNew Zealand WineDiscover the Flavors of New Zealand. New Zealand Sauv. BlancFind Great Vineyards! Lowest Price on Hard to Find Wines.www.newzealand.com/ http://clk.atdmt.com/AVE/go/... Free to Join. Huge Savings! www.wineaccess.com/New Zealand Pinot Noir http://www.wineaccess.com/refer.tcl?New Zealand Pinot Noir!Find the Best Value with Trusted Sellers. White Sauvignon Blancwww.NexTag.com Find White Sauvignon Blanc Online. Free Shipping $50 on 100,000 Items!New Zealand Pinot Noir Target.com/FreeShippingFind & buy top-rated wines online.Great selection, prices, & reviews. 2011 Matua Sauvignon BlancWineAccess.com Over 6000 Fine Wines In Stock.inventory&utm_source=google&utm_medium=cpc&utm_cam Wine Concierge Service. Buy Now!paign=JJB+-+Inventor www.jjbuckley.com/ http://www.jjbuckley.com/2011-Matua-Sauvignon-Blanc/ p~2011~255175? 106
  107. 107. Facebook Paid Ads• Ad• Sponsored Story• Promoted Post• Offers• Check-Ins• Retargeting 107
  108. 108. Standard, Sponsored and PromotedStandard Ad and Sponsored Stories Promoted Post FB page (or to www) 108
  109. 109. Interest targeting Wine = exactly #Wine = similar Broad Categories: Beer/Wine/Spirits Choosing Broad limits Interests, doesn’t expand 109
  110. 110. Offers, Check-In, RetargetingOffers Check-InRetargeting 110
  111. 111. Recurring themes of this Workshop• Great Content• Use your Brand Voice• Be Consistent and Regular• Multiple Channels• Takes time - per week, and for results 111
  112. 112. What we’ll cover• It’s a Process• Social Media• Facebook• Twitter• Social Media metrics, software, brand• Search Engine Optimization• Internet Advertising• Email Marketing• Conversion Rate Optimization• Mobile Apps & Websites• The Future: Local Based Services 112
  113. 113. Email Marketing is Dead? 113
  114. 114. Response Rate Rules p.338, “How to Sell Wine”, B. McGechan, 2011 114
  115. 115. Double Opt-InSubscribers who do this:• more responsive Opt-In Form• SPAM law safe Confirmation• not someone else Email• correct email address Confirmation with an offer 115
  116. 116. Use an Email Service• Double Opt-In• Automates Unsubscribe• Keeps ISP happy (e.g.Yahoo Xtra)• Helps abide by SPAM laws e.g. physical address• MS Outlook is fine <200 subscribers but all of the above... Email Services: e.g. mailchimp, aweber, iContact,Vertical Response, Constant Contact 116
  117. 117. Note on Open Rates• Mail services embed a tiny transparent image• If image is downloaded then email is regarded as opened• But most email programs have image blocking ?• By tracking links you can also track Opens• You don’t send image only emails do you: 117
  118. 118. Always personalize your emails – both ways• Should start with Dear (or Hi, Hey, Howdy) First-Name• People are much more likely to respond to real people not computers • From field should be YourName@YourWine.com • not do-not-reply@YourWine.com 118
  119. 119. Content is KingThere are two types of Share your love with Pinot Wine Guideemails: Sure to Surprise Wine 101 – how to• Information 90% Crisis in Wine and Food• Promotional 10% No Justice in Wine and Climate e.g. SummerInfo Headline Examples Top rated Cult like The King of 94 point rated Once every 30 years Private Selection of A Discovery at The best of Adventure in Vintage of the Decade 119
  120. 120. Autoresponders• Sequence of email marketing messages• In an order• At a frequency Order Days from Subscription Topic 1 1 The 6 Regions of Central Otago 2 3 The ClimatePotential Topics 3 5 The Soil 4 7 Grapes• Region 5 9 Why YourWinery is Best• Varietal• Wine and Food 120
  121. 121. Recurring themes of this Workshop• Great Content• Use your Brand Voice• Be Consistent and Regular• Multiple Channels• Takes time - per week, and for results 121
  122. 122. What we’ll cover• It’s a Process• Social Media• Facebook• Twitter• Social Media metrics, software, brand• Search Engine Optimization• Internet Advertising• Email Marketing• Conversion Rate Optimization• Mobile Apps & Websites• The Future: Local Based Services 122
  123. 123. Why aren’t my customers buying!?• The honest truth - experts don’t know • though we’ll give you our opinion :)• So let your customers ‘vote’ through Testing also known as• Conversion Rate Optimization or Landing Page Optimization 123
  124. 124. Unblock and Boost each part of the Funnel e.g. Acquisition Home Page Conversion Product Page Retention Shopping Cart 124
  125. 125. Cost to Acquire and Lifetime Customer Value Campaign What to Test Metric Software Adwords and Google Adwords Headlines, Landing Pages CTR, Conversion Rate Analytics (GA) GA and Facebook Facebook Ads Headlines and Images CTR, Conv. Rate Conversions Headings, Content, Call to Search Engines Conv. Rate GA Action Subject Line, Headings, Call Email Marketing CTR, Conv. Rate GA to Action Single vs Multi Page Shopping Cart abandonmenteCommerce pages GA Checkout, Shipping rate Comments, Shares, RTs, Social Media Content, Calls to Actions Social Connect, GA Assisted Conversions 125
  126. 126. Cost to Acquire and Lifetime Customer Value Lifetime Campaign What to Test Metric Software CPA Customer Value Headlines, Landing CTR, Conversion Adwords and Google 20 clicks@ $240*30%=$72 Adwords Pages Rate Analytics (GA) $1=$20 less $20= $52 Headlines and GA and Facebook Facebook Ads CTR, Conv. Rate Images Conversions Headings, Content, Search Engines Conv. Rate GA Call to Action Subject Line, Email Marketing Headings, Call to CTR, Conv. Rate GA Action Single vs Multi Page Shopping CarteCommerce pages GA Checkout, Shipping abandonment rate Comments, Shares, Content, Calls to Social Media RTs, Assisted Social Connect, GA Actions Conversions 126
  127. 127. What we’ll cover• It’s a Process• Social Media• Facebook• Twitter• Social Media metrics, software, brand• Search Engine Optimization• Internet Advertising• Email Marketing• Conversion Rate Optimization• Mobile Apps & Websites• The Future: Local Based Services 127
  128. 128. The new multi-screen world Radio, newspapers & magazines are dead dyingGoogle study: The New Multi-screen World Understanding Cross-platform Consumer Behavior, Aug-12http://services.google.com/fh/files/misc/multiscreenworld_final.pdf 128
  129. 129. Mobile & Tablet usage = PCGoogle study: The New Multi-screen World Understanding Cross-platform Consumer Behavior, Aug-12http://services.google.com/fh/files/misc/multiscreenworld_final.pdf 129
  130. 130. We use mobiles the mostest and the firstestGoogle study: The New Multi-screen World Understanding Cross-platform Consumer Behavior, Aug-12http://services.google.com/fh/files/misc/multiscreenworld_final.pdf 130
  131. 131. We use them togetherGoogle study: The New Multi-screen World Understanding Cross-platform Consumer Behavior, Aug-12http://services.google.com/fh/files/misc/multiscreenworld_final.pdf 131
  132. 132. We use them for shopping 39% or 29mn of US ‘core wine drinkers’ use ‘wine, food, restaurant or bar apps’ (Wine Market Council 2010 study)Google study: The New Multi-screen World Understanding Cross-platform Consumer Behavior, Aug-12http://services.google.com/fh/files/misc/multiscreenworld_final.pdf 132
  133. 133. Some of my best friends are Mobiles & Tablets...• But they are a different user experience• It needs to be optimized Users browsing the internet on their mobiles will click on links to your page 133
  134. 134. First the m.www then the App• Mobile Websites • Don’t need to be downloaded • Available to all • Easier to build • Do not need approval• Mobile / Tablet Apps • App Store • Better iOS/Android integration • Push notifications 134
  135. 135. Mobile websites, apps and... Mobile SEO http://www.seomoz.org/webinars Mobile Adwords A breakfast cafe wants to reach people nearby searching for "coffee" or "breakfast" on a smartphone. Using bid adjustments, with three simple entries, they can bid 25% higher for people searching a half-mile away, 20% lower for Mobile Facebook Ads searches after 11am, and 50% higher for searches on smartphones.These bid adjustments can apply to all ads and all keywords in one single campaign. http://adwords.blogspot.co.nz/search/label/enhanced%20campaigns 135
  136. 136. What we’ll cover• It’s a Process• Social Media• Facebook• Twitter• Social Media metrics, software, brand• Search Engine Optimization• Internet Advertising• Email Marketing• Conversion Rate Optimization• Mobile Apps & Websites• The Future: Local Based Services 136
  137. 137. Wine SoMoLo 1990s• Websites• eCommerce 2000s• Social Media (open from ’06)• Mobile (the iPhone in ’07)• Local (Yelp & FourSquare from ’09) 137
  138. 138. Wine SoMoLo: Social meet Mobile• 50% of active users use Facebook through their mobile phone• Facebook is integrated into iPhone and iPad as of the latest iOS version (Oct-12) 138
  139. 139. Wine SoMoLo: the Local• Location Based Services • 1. Match unmet demand with unused supply eg Groupon, Facebook Offers, OpenTable • 2. Location Based Social Network eg FourSquare, Facebook local group, Facebook Check-Ins • 3. Local information, search and listings eg Yelp, FourSquare, Google+ Places Source:The Economist 27-Oct-12 Special Report• Local Ads • General too expensive now need to focus on local results town by town• Local Search • Any hint of a local search results in general results being reduced and local results dominating the page 139
  140. 140. What we’ve covered• It’s a Process• Social Media• Facebook• Twitter• Search Engine Optimization• Internet Advertising• Email Marketing• Conversion Rate Optimization• Mobile Apps & Websites• The Future: Local Based Services 140
  141. 141. SummarySearch Engines TrafficInternet AdvertisingBlogFacebook EngagementTwitterMobileLBSLPO ConversionEmail Marketing Repeat 141
  142. 142. What’s comingNew version coming soon Wine Marketing skill development & community website 142
  143. 143. Questions? Presentation is available to be downloaded at: http://www.mylocalwinestore.com/wine-industry/nz0213-workshop/ Contact Details: Bruce McGechan Email: bruce@mylocalwinestore.com Facebook: http://facebook.com/MyLocalWineStore Twitter: @BruceMcGechan Blog: www.MyLocalWineStore.com/blog The End Google+: gplus.to/BruceMcGechan 143

×