Master Wine
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This document discusses using social media as the director of social media for St. Supery winery. It explains that social media can be used as an extension of education to sell wine without directly selling by talking with wine lovers, not at them. It contrasts outbound marketing like telemarketing and ads with inbound marketing through social media, search engine optimization, and engaging buyers personally. It provides an example of how user-generated content about a wine and food experience could spread virally through social connections. The goal is to energize customers, tell stories, and build a customer database through daily educational messages on social media platforms.
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Master Wine
- 2. Director of Social Media for St. Supery winery
- 4. Isn't it true that wine, far more than anything else, is used to express the precious nature of community and socializing?
- 6. using social media as an extension of education
- 7. using social media as an extension of education selling without selling
- 8. using social media as an extension of education selling without selling inbound vs. outbound
- 9. using social media as an extension of education selling without selling inbound vs. outbound talking with wine lovers, not at them
- 10. OUTBOUND MARKETING INBOUND MARKETING
- 11. OUTBOUND MARKETING INBOUND MARKETING Telemarketing Trade Shows Direct Mail Print ads TV/Radio spots Email Blasts interruption (not disruption)
- 12. OUTBOUND MARKETING INBOUND MARKETING Telemarketing SEO/SEM Trade Shows Qualifying buyers Direct Mail RSS Print ads Mobile TV/Radio spots Social Media Email Blasts Free Tools/Trials Viral Videos Rich search data permission via engaging on a interruption (not disruption) personal level
- 13. + Let’s suppose Stephen has a great wine+food experience and loves it so much he decides to send out a tweet about it...
- 14. + Let’s suppose Stephen has a great wine+food experience and loves it so much he decides to send out a tweet about it... ...ten of Stephen’s friends see the tweet and are big fans of Stephen’s experience with the food.....
- 15. Those 10 people rebroadcast Stephen’s story to their social connections of about 300 friends each.
- 16. Those 10 people rebroadcast Stephen’s story to their social connections of about 300 friends each.
- 18. Before you know it, Stephen’s story about wine+food has reached 3,000 sets of eyeballs within minutes.
- 20. all from a single message* *via influencers
- 21. Influence = Reach(Brand x Expertise x Trust) *reach is a multiplier of influence
- 22. Selling without selling Energizing the base - Our wine club members are our brand ambassadors Supporting distribution channels nationwide Utilizing mobile technology & text messaging Telling our stories through consistent messaging Providing luxury customer service for online shoppers Providing daily educational messages Drive traffic to the winery Building customer database Grow and nurture wine club memberships
Editor's Notes
- I’m happy to make these slide available to review later.
- I’m happy to make these slide available to review later.
- We’re lucky to be talking about wine. It’s one of the most inherently social interactions between people. You all are doing one of the best things you can do which continue your education. SM is a perfect space to share your education with others. By educating, you’re selling without selling.
- We’re lucky to be talking about wine. It’s one of the most inherently social interactions between people. You all are doing one of the best things you can do which continue your education. SM is a perfect space to share your education with others. By educating, you’re selling without selling.
- We’re lucky to be talking about wine. It’s one of the most inherently social interactions between people. You all are doing one of the best things you can do which continue your education. SM is a perfect space to share your education with others. By educating, you’re selling without selling.
- We’re lucky to be talking about wine. It’s one of the most inherently social interactions between people. You all are doing one of the best things you can do which continue your education. SM is a perfect space to share your education with others. By educating, you’re selling without selling.
- #CaliCabs tasting 2/11. If you want to see it happening and dip your toe in the pool, go to youtube.com/stsupery We have a HOW TO do an online tastings on our blog.