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Using Social Media to
Drive Wine Business Growth
January and February 2015
Bruce McGechan, M&P
Agenda
• Social Media 101
• Advanced Social Media Concepts
• Simple Workflow and Content
• Advanced Workflow
• M&P
2
What is Social Media?
• We use web and mobile technology
(“Media”) to
• Interact with others (“Social”)
• Why? > It’s like...
Wine Social Media is big
• 73% of core wine drinkers use Facebook
• 24% Twitter
4Source: Wine Market Research Council 2011...
Concepts
• Earned vs Owned vs Paid Media
• Facebook Pay to Play
• Value of the Influencer
• ToYou | AboutYou | WithYou
• Si...
Owned, Paid, Earned Media
6
Source: titan-seo.com/newsarticles/trifecta.html
The value of social media influencers
Normal Marketing Math
• CustomerValue per annum
Social Media Math
• the above PLUS Va...
Friends of Friends, & Influencers
8
Facebook Users
(with an interest in wine)
Winery Fans
Winery
Engaged
Fans
Fans’
Friends...
Facebook becoming Pay to Play
9
Facebook
• Facebook’s algorithm is filtering out Page
organic posts (except for big brands)...
Amplify content with ads
10
Source: Blitzmetrics (left). Photo: keytometals http://www.keytometals.com/page.aspx?ID=CheckA...
ToYou, AboutYou,WithYou
11
Source:VinTank
ToYou directly tagged
• e.g. a linkYourWinery in a post, message @YourWinery etc...
Signal and Context
• Signal are the social media conversations (tagged or not tagged) about your brand
• Context around th...
Simple Workflow and Content
• Workflow
• Consumer Types
• Content Calendar
• Content
13
Simple social media workflow: like/comment/share
• 9am
• Open web browser tabs for Facebook/Twitter/Instagram/Google+ etc
•...
Consumer Types
• Who’s your target market?
• Experimenter
• Image Oriented
• Conservative
• Basic
• Social
15
Source: John...
Content Calendar Illustration
16
Monday Tuesday Wednesday Thursday Friday Saturday Sunday orWeek1,2
Winery x
Vineyard x
Il...
17
Photos of Cellar Door Customers
18
Customer Photos at Events
Asking for Photos
19
20
Asking for and Sharing Fan’s Photos
21
Vineyard Photos
22
Winery Photos
23
Company People
24
Animals
Asking Questions
25
26
Pop Quizzes & Competitions
27
Food & Drink Recipes
Wine Info
28
29
Influence: Customers Spreading the Word
Advanced Workflow
• Untagged Signal
• Context
• Social Prospecting
• VinTank
30
ToYou, AboutYou,WithYou
31Source:VinTank
ToYou directly tagged
• e.g. a linkYourWinery in a post, message @YourWinery, on ...
Signal and Context
• Signal is the social media conversations ToYou, AboutYou, WithYou
• ToYou is an explicit invitation t...
Napa valley example
“Our wine is priced from $40 to $120 per bottle.We
need to identify the consumer who is a candidate fo...
Social Prospecting or “Outreach”
• Signal + Context means “the right message, at the right time, in the right place”
• Sig...
HowVinTank does it: location
35
Geocode:
• town
• subregion
• event
• airport
recent post
Influencer
Source:VinTank
HowVinTank does it: vocabulary
36
Source:VinTank
HowVinTank does it: importance
• Automatic: Interactions are broken down, individually scored, and totalled to indicate
im...
Before deciding to reach out to a social customer
• Look at Context!
• Be mindful of how your public facing stream looks a...
Summary
• Content Calendars and content itself
• Increasingly you amplify with social media advertising
• Importance of In...
Convert
Consideration
Discovery
Repeat
Workshops 2015 - Cellar Door Focus
• Social Media (now)
• Wine Clubs, eCommerce,App...
About M&P
• M&P: Wine Specialist Digital Marketing and Ad Agency
• Wine Websites,Wine eCommerce (Blackboxx) & Wine Clubs (...
Questions?
Contact Details:
Bruce McGechan
Mobile: 021-245-8881
Email: bruce@winemarketingpros.com
Facebook: http://facebo...
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Wine Social Media: Using Social Media to Drive Winery Business Growth

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Shows specific ways social media can be used to find premium wine consumers and attract them to your cellar door. Starts off with basics wine social media and workflow. Then goes into the latest ways to increase cellar door traffic using geocoding and customer context as seen in Napa valley.

This presentation was done in New Zealand by Bruce McGechan in a series of workshops in early 2015. Bruce is a wine digital media expert, the author of "Wine Marketing Online: How to Use the Newest Tools of Marketing to Boost Profits and Build Brands", and heads M&P a specialist wine ad agency.

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Wine Social Media: Using Social Media to Drive Winery Business Growth

  1. 1. Using Social Media to Drive Wine Business Growth January and February 2015 Bruce McGechan, M&P
  2. 2. Agenda • Social Media 101 • Advanced Social Media Concepts • Simple Workflow and Content • Advanced Workflow • M&P 2
  3. 3. What is Social Media? • We use web and mobile technology (“Media”) to • Interact with others (“Social”) • Why? > It’s likeVoiceMail • Social, Mobile, Local Overlap 3 Delectable Vivino Instagram Pinterest Foursquare Yelp YouTube TripAdvisor
  4. 4. Wine Social Media is big • 73% of core wine drinkers use Facebook • 24% Twitter 4Source: Wine Market Research Council 2011(US)
  5. 5. Concepts • Earned vs Owned vs Paid Media • Facebook Pay to Play • Value of the Influencer • ToYou | AboutYou | WithYou • Signal and Context 5
  6. 6. Owned, Paid, Earned Media 6 Source: titan-seo.com/newsarticles/trifecta.html
  7. 7. The value of social media influencers Normal Marketing Math • CustomerValue per annum Social Media Math • the above PLUS Value of Referrals 7
  8. 8. Friends of Friends, & Influencers 8 Facebook Users (with an interest in wine) Winery Fans Winery Engaged Fans Fans’ Friends Influential Fan’s Friends Viral Reach Organic Reach
  9. 9. Facebook becoming Pay to Play 9 Facebook • Facebook’s algorithm is filtering out Page organic posts (except for big brands) • This means we have to use more “Paid Media” i.e. Facebook ads Source: www.socialbakers.com/edgerankchecker/blog/2014/04/providing-stats-metrics-to-the-eat24-facebook-discussion/
  10. 10. Amplify content with ads 10 Source: Blitzmetrics (left). Photo: keytometals http://www.keytometals.com/page.aspx?ID=CheckArticle&site=kts&NM=109
  11. 11. ToYou, AboutYou,WithYou 11 Source:VinTank ToYou directly tagged • e.g. a linkYourWinery in a post, message @YourWinery etc AboutYou not tagged • Brand mentions on Facebook,Twitter, blogs, forums etc • found via social media monitoring software WithYou location tagged • Tags your location e.g. Facebook Check-In,Twitter location, Instagram location
  12. 12. Signal and Context • Signal are the social media conversations (tagged or not tagged) about your brand • Context around that signal is critical • Not really interested in wine? • Superfan / customer? • Premium wine lover? • Trade, Sommelier,Wine Writer? • Social media influencer: wine consumer followers? 12
  13. 13. Simple Workflow and Content • Workflow • Consumer Types • Content Calendar • Content 13
  14. 14. Simple social media workflow: like/comment/share • 9am • Open web browser tabs for Facebook/Twitter/Instagram/Google+ etc • Like/Favourite a post/tweet if you are tagged (and ReTweet/Share) • Comment to say thank you etc • Reply to any questions (or forward to the winemaker etc) • Hourly (or noon and 3pm) • Check all social media platforms • Check Content Calendar and post daily content on each platform 14
  15. 15. Consumer Types • Who’s your target market? • Experimenter • Image Oriented • Conservative • Basic • Social 15 Source: Johnson and Brewer (2003)
  16. 16. Content Calendar Illustration 16 Monday Tuesday Wednesday Thursday Friday Saturday Sunday orWeek1,2 Winery x Vineyard x Illustration x Food x Humour x Fans x x
  17. 17. 17 Photos of Cellar Door Customers
  18. 18. 18 Customer Photos at Events
  19. 19. Asking for Photos 19
  20. 20. 20 Asking for and Sharing Fan’s Photos
  21. 21. 21 Vineyard Photos
  22. 22. 22 Winery Photos
  23. 23. 23 Company People
  24. 24. 24 Animals
  25. 25. Asking Questions 25
  26. 26. 26 Pop Quizzes & Competitions
  27. 27. 27 Food & Drink Recipes
  28. 28. Wine Info 28
  29. 29. 29 Influence: Customers Spreading the Word
  30. 30. Advanced Workflow • Untagged Signal • Context • Social Prospecting • VinTank 30
  31. 31. ToYou, AboutYou,WithYou 31Source:VinTank ToYou directly tagged • e.g. a linkYourWinery in a post, message @YourWinery, on your Page AboutYou not tagged • keyword phrases and topics e.g. brand, winemaker, PR • not tagged in social media; blog posts, forums, tasting notes/reviews • found via social media monitoring software: like/fav, comment and share WithYou location tagged • found via social media monitoring software with geocoding • nearby, right now Native Notification Not Notified Not Notified
  32. 32. Signal and Context • Signal is the social media conversations ToYou, AboutYou, WithYou • ToYou is an explicit invitation to interact • AboutYou and WithYou requires you to make assumptions about whether you should interact • Assumptions are based off Context • how much have they talked about wine on social media? • how many times have they engaged with your brand and was it positive? • are they nearby now? • With Context you can judge whether to interact with them despite no explicit invitation 32Source:VinTank
  33. 33. Napa valley example “Our wine is priced from $40 to $120 per bottle.We need to identify the consumer who is a candidate for our upscale line, and that is not always so easy to do as they walk through the door.” How does Cornerstone separate jug lovers from those who savor Opus One but would like to find something a little different? When an Opus One lover is driving, staying or dining nearby,VinTank alerts Cornerstone [Cellars winery].The winery sends a personalized e-note or text message, inviting the visitor’s party to a private tasting of reserved stock.This is not just geofencing at its best, it’s also a great example of what contextual marketers call Pinpoint Marketing—the ability to avoid noise and send appropriate signals to precisely the prospects you want with a deal they will find attractive. 33 Scoble and Israel,“Age of Context” (2013). Chapter 3
  34. 34. Social Prospecting or “Outreach” • Signal + Context means “the right message, at the right time, in the right place” • Signal with no Context = high risk of spam • Check for • wine vocabulary (varietals, appellations,“wine tours”,“cellar door” etc) • location, time and date • bio, job (wealthy or industry) • previous interaction (segments) • influencer scores (Kred,VinTank, PeerIndex)… 34Source:VinTank
  35. 35. HowVinTank does it: location 35 Geocode: • town • subregion • event • airport recent post Influencer Source:VinTank
  36. 36. HowVinTank does it: vocabulary 36 Source:VinTank
  37. 37. HowVinTank does it: importance • Automatic: Interactions are broken down, individually scored, and totalled to indicate importance • This enables you to rank social media users based on inbound and outbound engagement • Manual:Adding social media users to custom segments makes it easy to know why a person is important. • Superfan,Top Customer, Sommelier,Wine Buyer, Blogger,Wine Club, Newsletter, Press, Trade, Employee, Partner, Local, Influencer 37Source:VinTank
  38. 38. Before deciding to reach out to a social customer • Look at Context! • Be mindful of how your public facing stream looks as you perform outreach. • For example, you don’t want your public timeline to be filled with repeated outreach attempts using the same call-to-action. Ensure you have balance in your timeline at all times. • For Twitter, know the difference between starting your tweet with “@“ and any other character 38Source:VinTank
  39. 39. Summary • Content Calendars and content itself • Increasingly you amplify with social media advertising • Importance of Influencer • Basic Workflows: like/comment/share • Advanced Workflow: untagged, social prospecting with context 39
  40. 40. Convert Consideration Discovery Repeat Workshops 2015 - Cellar Door Focus • Social Media (now) • Wine Clubs, eCommerce,Apps and the Cellar Door: boosting repeat wine purchases (Mar/Apr) • Increasing Cellar Door Traffic (Apr/May) • Advertising (Jun/Jul) 40
  41. 41. About M&P • M&P: Wine Specialist Digital Marketing and Ad Agency • Wine Websites,Wine eCommerce (Blackboxx) & Wine Clubs (Blackboxx) • Advertising (online, social media and traditional) & Design (logos and labels) • Social media management software (VinTank) and Mobile Apps • Marketing Strategy and Cellar Door Strategy • NZ Exclusive Distributor of VinTank and Blackboxx 41
  42. 42. Questions? Contact Details: Bruce McGechan Mobile: 021-245-8881 Email: bruce@winemarketingpros.com Facebook: http://facebook.com/WineMarketingPros Twitter: @BruceMcGechan Blog: www.WineMarketingPros.com/blog 42

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