This seminar covered (1) Basic Wine Social Media and (2) Wine Mobile / Tablet Apps. Wine Social Media - the principles and practices of Social Media - Facebook EdgeRank and numerous - examples of Winery best practice - the wine industry internet database Wine Directory - Specialist wine social media monitoring tool called Social Connect - Facebook Wine Marketing software Social Candy with the Wine Directory plugin Wine Mobile (and iPad) Apps - Why use it? - What is it: Mobile www vs Apps, Native vs Web Apps - a new Wine App

1. Wine Marketing Seminar:
How to Use Social Media & Wine
Apps to Sell More Wine
September 2012 Bruce McGechan

2. Before we start
• Phones
• Break 2.30pm
• 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

11. Project Genome
“How to Sell Wine Online”
Source: Constellation Wines
11

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

14. Photos
14

15. Photos
15

16. Photos
16

17. Photos
17

18. Photos
18

19. 19

20. Photos of Tasting Room Customers
20

21. Photos of Tasting Room Customers
21

22. Agencies are great for Illustrations
22

23. Everyone who has an iPhone can contribute
23

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

27. Encourage Participation
27

28. Encourage Participation
28

29. Encourage Participation
29

30. Encourage Participation
30

31. Encourage Participation
31

32. Encourage Participation
32

33. Encourage Participation
33

34. Encourage Participation
34

35. Encourage Participation
35

36. Encourage Participation
36

37. Encourage Participation
37

38. Encourage Participation

39. Humour with image
39

40. Humour with image
40 + 912 ‘shares’

41. Humour with image
41

42. Humour with image
42

43. Humour with image
43

44. Food: Recipes and Pairing
44

45. Food: Recipes and Pairing
45

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

47. Photos by Customer Advocates
47

48. Photos by Customer Advocates
48

49. Influence
49

50. 50

51. 51

52. 52

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

61. What the humans read
Winery Output Screenshot: Web Page
61

62. What the machines read
Winery Output Screenshot: JSON
62

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

70. Integration ... 1-2-3
2
70

71. Create your Welcome Page
3
71

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 Software: iOS6 Native Objective C. Using
Apple Maps.
Your company and business objectives.
Devices: Apple iPad (Retina), Apple iPhone
Technical (4+)
Design: Please provide mock ups including an Analytics: Google Analytics Mobile Analytics
icon. Keep to Apple Human Interface iOS should be integrated.
Guidelines. Build to iPad Retina standard.
Brand images and Page descriptions attached. UDID: my (Retina) iPad testing device UDID
is (0=zero): XXXX
Some apps that inspired my thinking are: list
ones you like. Apple App Store Submission: Developer to
submit
Data: The app is completely native an all data
to be held as part of the app. OR The app is Project management: please nominate a
native and some pages can be updated from project management and reporting process
the internet.
84

85. Winery iOS App Development Project Brief
Stages
Responsibilities
Upfront agreement
Contractor Stage 1: Design
Stage 2: Development
- wireframe design
Stage 3: Testing – contractor and myself
- functionality list Stage 4: Approval.
Payments (on completion):
- Future submission to Apple via iTunes Connect Upfront: 20%
Stage 1: 30%
- production
Stage 2: 30%
- design: use of standard Apple design components Stage 3: 10%
no customer design necessary - ongoing support Stage 4: 10%
and maintenance Quote
- Please provide a quote
- working and presentation of API data integration
- Payment to be made directly via e.g. credit card, PayPal (not elance)
- final bug testing responsibility - Agreement Terms/ Engagement Letter available on request.
Timeline
Client Quote: by Saturday 30 June 201X.
- testing and sign off Project completion: August 201X – or to be negotiated.
85

86. The Pages
• Based off Objectives
• Basic Pages:
• Wines
• About
• Location
• Tasting Room
• Other:
• Mobile Commerce
• Social Media for their sharing, your
(blog) activity
86

87. 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
87

88. 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 88

89. 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
89

90. Questions?
Presentation is available to be downloaded at:
http://www.mylocalwinestore.com/wine-social-media/h210912-seminar/
Contact Details:
Bruce McGechan
Email: bruce@mylocalwinestore.com
Facebook: http://facebook.com/MyLocalWineStore
Twitter: @BruceMcGechan
Blog: www.MyLocalWineStore.com/blog
The End
90