Tips on how to do a both more modern and more effective press trip.

1. R.O.I. Of “bloggers” wine trips
Ryan Opaz & Simon Woolf
www.vrazon.com & www.themorningclaret.com
Saturday, January 19, 13

2. Simon Woolf
!
• Award winning wine blogger/writer!
• Web technologist!
• Lover of food, wine and obscure
grape varieties!
Saturday, January 19, 13

3. Ryan Opaz
!
• Award winning wine blogger/writer!
• Wine Online Advocate and Speaker!
• Wine, food and photography traveler!
Saturday, January 19, 13

4. What’s wrong with the “press trip”
Who are the press today?
What is your time frame?
Where are your customers?
Lack of Control.
Saturday, January 19, 13

5. Why do we need an alternative to press trips?
Immediacy
New markets
New demographics
Who owns the content
The world isLive
Saturday, January 19, 13

6. The need for a better experience
Interaction
Market research
No more show and tell
Accommodate new Mediums
Speak to niche communities
Saturday, January 19, 13

7. Social media doesn't always stick
around – tweets, fb posts are often
gone within 24 hours
But excellent for planting the
seed and getting keywords
onto the net
Saturday, January 19, 13

8. Both are valid
Different audiences
Print journalism may be longer lasting
May take much longer to be published
Saturday, January 19, 13

9. What
are
you
selling?
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10. explanation...you had to be there.
Saturday, January 19, 13

11. experience...come with us.
Saturday, January 19, 13

12. main differences...today
1.Audience
2.Time Frame
3.Feedback
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13. •Difference for participants
More sociable atmosphere
It's not their fulltime job
But . . .
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14. Remember . . .
It's not a holiday
You're there to learn, taste, observe and
promote the winery/wine region/country
Who's paying for the trip?
What are they expecting to get out of it?
Saturday, January 19, 13

15. What we want/need
as the “new guard”
Some Context for the Trip
WIFI provision
Total Immersion
Down Time
Saturday, January 19, 13

16. Case Study: Etna
Participant experience
➡Large amount of information provided pre-trip
➡Dedicated web portal for the trip
➡Informal - time spent on wine, not meeting
and greeting
➡Well chosen group - varied and balanced
Saturday, January 19, 13

17. Case Study: Etna
Consorzio experience
➡Measurable results related to visibility on the
web
➡A seed that generated curiosity and interest
➡Impressed with variety and quality of content
➡Expectations were surpassed!
Saturday, January 19, 13

18. Case Study: Etna
Creation of a product
➡Storify and wordpress used to “Productise”
and persist the output
➡20+ online articles including mainstream
websites
➡Substantial social media activity for 2+weeks
Saturday, January 19, 13

19. Case Study: #Douro12
➡ Diversity
➡ Culture, Food, Wine, Tech, Experience
➡ Contrasts
Saturday, January 19, 13

20. A few tips for a
better trip.
Saturday, January 19, 13

21. Pre Trip ➡Plan Well
➡Pick a Hashtag
➡Educate in Advance
➡Set up auto posts
➡Know your participants
Saturday, January 19, 13

22. Trip ➡Keep to a schedule
➡Figure out who needs
the alarm call
➡Maximise social
channels: Retweet,
share, like
➡Be open to schedule
changes
Saturday, January 19, 13

23. REMEMBER: Google Reader
Archive it. Hootsuite
Eventifier
Tumblr
Wordpress
Bundlr
Delicious
Evernote
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24. ➡ Follow up Post Trip
➡ Aggregate
➡ Talk
➡ Chase articles and other
content
➡ Incentivise participants
(eg: competition)
➡ Aggregate content
➡ Follow-up social events,
tastings if feasible
Saturday, January 19, 13

25. •Common Errors to Avoid
➡ Too tight schedule – no downtime
➡ No variety in venues, tasting formats
➡ Too much tourism, not enough wine
➡ No flexibility – different people have a different
pace
➡ No diversity in the participants
➡ No pre-planning or follow-up
Saturday, January 19, 13

26. Finally...WHO? ➡Think Different
➡Audience size is
does not always =
bigger is better
➡Find advocates
➡Find influencers
➡Find explorers
➡Think Show & Tell
Saturday, January 19, 13

27. Thank you
writer/tech - @simonjwoolf
projects/speaking - @ryanopaz
Saturday, January 19, 13