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Building and maintaining an on-going positive relationship with consumers through these marketing channels is critical to your company’s success! Social media holds tremendous opportunities for companies looking to drive new business, retain customers and increase revenue, but only if you first develop a solid foundation and an understanding of what makes the world of social media tick. Whether you are completely clueless, somewhat familiar, or advanced, we invite you to come listen as Erica Campbell, Director of Social Media for Dominion Homes Media, the umbrella division for Homes Media Solutions and For Rent Media Solutions discusses how to leverage social media and become part of the consumer dialogue. This session will address the latest strategic insights in creating a center of excellence, social media best practices, improving consumer engagement, reputation management and other emerging opportunities.
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“Facebook Is Important: Like or Share if you agree” discusses the depth of Facebook as both a platform and a key component to every digital strategy. It gives an overview of how Facebook’s various elements (organic, paid, app build/site integration) can be leveraged to optimize your social strategy both on and off the platform. It goes through key Facebook product updates that you may (or may not) have known about like Graph Search, the new News Feed, etc. and how these impacts brands.
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Building and maintaining an on-going positive relationship with consumers through these marketing channels is critical to your company’s success! Social media holds tremendous opportunities for companies looking to drive new business, retain customers and increase revenue, but only if you first develop a solid foundation and an understanding of what makes the world of social media tick. Whether you are completely clueless, somewhat familiar, or advanced, we invite you to come listen as Erica Campbell, Director of Social Media for Dominion Homes Media, the umbrella division for Homes Media Solutions and For Rent Media Solutions discusses how to leverage social media and become part of the consumer dialogue. This session will address the latest strategic insights in creating a center of excellence, social media best practices, improving consumer engagement, reputation management and other emerging opportunities.
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Building and maintaining an on-going positive relationship with consumers and customers through advanced social media tactics and technology is critical to your company’s success! The use of social media and new technology holds tremendous opportunities for companies looking to drive new business, retain customers, create engagement and increase revenue. Whether you are completely clueless, somewhat familiar, or advanced, Erica Campbell, Director of Social Media for Dominion Homes Media, the umbrella division for Homes.com and ForRent.com discussed how to leverage social media and become part of the consumer dialogue. This session provided attendees with strategic insight into creating a center of excellence, how and why social media works for businesses across all touch points, improving consumer engagement and other emerging opportunities.
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2. Before we start
• Phones
• Break 2.30pm-3pm
• Questions
• Video
• Wifi
• Assistance at end of seminar
• My background
2
3. What we’ll cover
Part I: Social Media
• Principles
• Practices
• Software
• Part II: Wine Apps
• Why use it
• What is it
• How to create it
• Software
3
4. Social Media is big
• 300 million social media wine
conversations
• 10 million social wine consumers
(vintank)
• 73% of core wine drinkers use Facebook
• 32% YouTube
• 24% Twitter (Wine Market Research
Council 2011)
but ... 4
5. ... put in perspective and ignore the hype
Example Premium Wine Marketing Plan Promotion
Product
• Internet Marketing – Website
• Style • General SEO
• Label • Comparison Shopping Engines
• Bottle type • Internet Advertising
• Case type • Social Media
• Awards, reviews and ratings
• Email marketing
Place • Landing page optimization
• On Premise Distributor objectives: • Local SEO
• Best precincts, fine dining establishments and premium bars • Location Based Services
• On Premise Trade Program: trade visits, info, training, tastings
• Off Premise Distributor objectives: • Internet Marketing – Mobile
• Best boutique wine stores • Direct Marketing
• Premium point of sale • Cellar Door
• Supermarket and chain liquor store objectives • PR
• Stop supporting promotional discounting
• Direct • Events
• See Promotion below • Charity and Donations
Price
• Review category leader prices
Just one part of a wider marketing plan
5
6. What is Social Media?
• We use web and mobile technology
(“Media”) to
• Interact with others (“Social”)
6
7. Owned, Paid, Earned Media
Owned Paid
Media Media
Earned
Media
Source: Sean Corcoran, Forrester Media
7
8. Levels of Social Media Involvement
• Your customers?
• You?
Curating
Producing
Commenting
Sharing
Watching
Source: Charlene Li
8
9. Social Media ROI - the value of influencers
Normal Marketing Math
• Customer Value per annum
Social Media Math
• the above PLUS Value of Referrals
Not everyone is equal
9
10. Objectives vs Fire - Ready - Aim
• Give it a try was fine when it was small
• Start with your marketing objectives and
strategies
• Objective
• Strategy
• Target Market
• Social Media
• Substantiation
• Time and Money
• What media will be more effective?
10
12. Objective>Strategy>Tactic, Social Media Brief Example
• Business Objective:
• Boost Margins and Volume by changing to a Higher Value Customer Mix.
• Marketing Strategy > Promotion > Internet Marketing:
• Strategy: fewer Savvy Shoppers more Enthusiasts.
• Consumer Insight: “They’re super passionate about wine and love discussing it with other like minded
people.”
• Promotion > IM: 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
12
13. 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
• More advanced seminar will discuss such
issues as
• Facebook Insight stats
Share
• Premium Ads and Sponsored Stories
13
24. What we’ll cover
Part I: Social Media
• Principles
• Practices
• Software
• Part II: Wine Apps
• Why use it
• What is it
• How to create it
• Software
24
25. Connect - Engage - Influence
• Connect
• Create Facebook page and 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
25
26. Connect - Engage - Influence
• Engage
• relevant to audience (dogs go only so far)
• encourage participation
• respond to community
• Every day, post ahead
• Content Calendar
26
46. Connect - Engage - Influence
• Influence
• motivate people to generate stories about your wine
• contests, photo requests
• encourage sharing of stories
• Remember EdgeRank
• Put this regularly into your Content Calendar
46
53. The Best Wine Social Media Practices
Live Authenticity Be Up To Date Set Community
Expectations
Participate in Dialog
Encourage Interactions Solicit A Call To Action
Provide Cohesive
Foster Advocacy Branding
Twitter is similar
Source: J. Owyang, “Altimeter Report:The 8 Success Criteria For Facebook Page”
i
53
54. 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
54
55. Metrics: Reporting & Analytics
• Links and tagging
• Bit.ly: to track links
• Google Analytics: if you tag utm codes to the end of links (search for “google analytics utm tracking codes” for
more information)
• Integrated
• Facebook: Facebook Insights and EdgeRank tracker
• Social Connect: Easy way to report on (and manage)
• Social Commerce
• Payvment: Facebook Commerce analytics
• SME could just count and compare
• Your Hand: finger analytics ;)
55
56. Metrics
• Metric Calculation
• This Period vs Previous Period, Competitors vs You
• Followers are just one metric, need active followers and ideally influential followers
• Exact metrics depend on the media
• Facebook: not relatively passive Likes, but more active user wall posts, comments and shares
• Twitter: active user brand name mentions, RTs, @ replies
• Sentiment: % negative vs neutral vs positive
• Influencers Amplify: the above but with a high Social Connect score / Klout score
56
57. What we’ll cover
Part I: Social Media
• Principles
• Practices
• Software
• Part II: Wine Apps
• Why use it
• What is it
• How to create it
• Software
57
58. The Software
Wine Directory
Social Connect New Wine App
Facebook Plugin
(for Social Candy)
58
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,
Facebook wine page, Wine App
• It’s Free!
Winery Input Home Screenshot
Sign up at www.vintank.com
59
60. What you read
Winery Input Details Screenshot Winery Input Digital Media Screenshot
60
63. Social Connect
• Wine Social Media Monitoring 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. 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. Dashboard
Summary Top & Recent Mentions ... more recent mentions
65
66. Report
Standard Report i.e. last period vs this period Customized Campaign Report: e.g. event, competitor, tagline
66
67. More Reports & Price
• Competitive set
• Earned media vs Owned media
• Sentiment Analysis
• Influence Analysis
Sign up at www.vintank.com
67
68. Social Candy
US$20-30 per month
Sign up at www.social-candy.com
68
69. Sign up for both, then it’s as simple as 1-2-3
1
69
72. Summary
• Social Media = Social Interaction + Digital Media
• Social Media is big ... but so are many other marketing opportunities
• What is your Objective, Strategy and Metric?
• Think EdgeRank: Views, Likes are too passive, want Comments & Shares (@, RTs)
• Influencers are an order of magnitude more important due to size and responsiveness of
their social network
• Wine Social Media Campaigns want to Connect - Engage - Influence by
• building networks, encouraging participation, being responsive, & motivating fans to create and share
stories
• Use Metrics: compare one period vs another, do it manually or by Social Connect
• Software: vintank’s Wine Directory, Social Connect, Social Candy
72
73. What we’ll cover
Part I: Social Media
• Principles
• Practices
• Software
• Part II: Wine Apps
• Why use it
• What is it
• How to create it
• Software
73
74. Why Mobile?
• 365mn iOS devices, 1.5 trillion push notifications, 10 billion tweets from iOS5 (Apple)
• More iPads were sold than any other PC brand this year (Apple)
• 50% of US consumers now own smartphones, and that increases by 1% per month
(Neilson)
• 39% or 29mn of US ‘core wine drinkers’ use ‘wine, food, restaurant or bar apps’ (Wine
Market Council 2010 study)
• Mobiles and Tablets can be used EVERYWHERE
• Jargon: operating software
• iPhone/iPad: iOS (Apple)
• Samsung, HTC, Motorola etc: Android (Google)
74
75. What we’ll cover
Part I: Social Media
• Principles
• Practices
• Software
• Part II: Wine Apps
• Why use it
• What is it
• How to create it
• Software
75
76. What is it? Mobile Web vs Mobile App
• Mobile Websites
• Don’t need to be downloaded
• Available to all
• Easier to build
• Do not need approval
• Mobile / Tablet Apps
• Offline usage
• Native functionality
• Push notifications
• App Store
76
77. Everyone should have a mobile website
• Users browsing on their mobile devices
will click on links to your page
77
78. Native Apps vs Web Apps
• Web App
• Html5 in a browser container
• Icon from “Add to Home Screen”
• ‘downloaded’ from the web
• Native App
• native code in a native container
• App Store
• Hybrid App
• web page in a native container
78
79. Native App Advantages and Disadvantages
Native App Advantages
• App Speed
• Access to Hardware: camera,
accelerometer and gyroscope
• Push Notifications
• Bar code, QR code and Image
Recognition app integration
• Offline
• App Store distribution
Negative: App Store Approval
but Web Apps are rapidly improving
79
80. Web App Pros and Cons
• Web App Disadvantages
• App Speed
• No Access to Hardware (camera?)
• No Push Notifications
• App integration
• Offline is possible
• No App Store distribution
• Web App Advantages
• Downloaded over the web
• Cheaper
• Multi Platform
80
81. What we’ll cover
Part I: Social Media
• Principles
• Practices
• Software:
• Part II: Wine Apps
• Why use it
• What is it
• How to create it
• Software
81
82. Objectives vs Fire - Ready - Aim
Start with your marketing objectives and
strategies
• Objective
• Strategy
• Target Market
• Mobile Technology
• Substantiation / Action
• Time and Money
Source: Constellation Wines
82
83. Objective Example
• Business Objective:
• Boost Margins and Volume by changing to a Higher Value Customer Mix.
• Marketing Strategy > Promotion > Internet Marketing:
• Strategy: Encourage more repeat purchase from Traditionalists.
• Consumer Insight: “They may want to buy their favorite wine while on the train, bus, or traffic jam on
the way home from work.”
• Promotion > IM: Increase repeat sales with Traditionalists through enabling them to buy wine no matter
where they are
• Action: develop an iPhone and iPad app with an eCommerce facility
• Metric / KPI:
• Google Analytics for Mobile: Sales “Conversions” or “Assisted Conversions” total $1000 pm by X
83
84. Winery iOS App Development Project Brief
Background Client
Your company and business objectives. - testing and sign off
Technical Stages
Design: Please provide mock ups including an icon. Keep to Apple Human Interface Guidelines. Upfront agreement
Build to iPad Retina standard. Brand images and Page descriptions attached.
Some apps that inspired my thinking are: list ones you like.
Stage 1: Design
Data: The app is completely native an all data to be held as part of the app. OR The app is native Stage 2: Development
and some pages can be updated from the internet.
Stage 3: Testing – contractor and myself
Software: iOS6 Native Objective C. Using Apple Maps.
Stage 4: Approval.
Devices: Apple iPad (Retina), Apple iPhone (4+)
Payments (on completion):
Analytics: Google Analytics Mobile Analytics iOS should be integrated.
Upfront: 20%
UDID: my (Retina) iPad testing device UDID is (0=zero): XXXX
Stage 1: 30%
Apple App Store Submission: Developer to submit
Project management: please nominate a project management and reporting process Stage 2: 30%
Responsibilities Stage 3: 10%
Contractor Stage 4: 10%
- wireframe design Quote
- functionality list - Please provide a quote
- Future submission to Apple via iTunes Connect - Payment to be made directly via e.g. credit card, PayPal (not elance)
- production - Agreement Terms/ Engagement Letter available on request.
- design: use of standard Apple design components no customer design necessary - ongoing
support and maintenance
Timeline
- working and presentation of API data integration Quote: by Saturday 30 June 201X.
- final bug testing responsibility Project completion: August 201X – or to be negotiated.
84
85. The Pages
• Based off Objectives
• Basic Pages:
• Wines
• About
• Location
• Tasting Room
• Other:
• Mobile Commerce
• Social Media for their sharing, your
(blog) activity
85
86. What we’ll cover
Part I: Social Media
• Principles
• Practices
• Software:
• Part II: Wine Apps
• Why use it
• What is it
• How to create it
• Software
86
87. New Wine App
• Wine Directory data
• Basic Wine App for Wine Drinkers
• Standard Winery App for Wineries
• Custom App upgrade for Wineries &
Wine Retailers
Wine Drinker App
• Send me an email to find out more:
bruce@mylocalwinestore.com
Winery App 87
88. Summary
• Most of our target market will have a smartphone and/or tablet
• 39% of core wine drinkers use wine related apps
• Does a mobile device help you achieve a business objective?
• Make sure you at least have a mobile website
• Choose between Native vs Web, I recommend Native
• Specify exactly what you want
• Discuss with me, I may have something coming up that suits your business
88
89. Questions?
Presentation is available to be downloaded at:
http://www.mylocalwinestore.com/wine-social-media/b140912-seminar/
Contact Details:
Bruce McGechan
Email: bruce@mylocalwinestore.com
Facebook: http://facebook.com/MyLocalWineStore
Twitter: @BruceMcGechan
Blog: www.MyLocalWineStore.com/blog
The End
89