Social Media Marketing for the Wine Industry – Silicon Valley Business Journal

Written by Joey Shepp on . Posted in presentations

Wine-Industry-SVBJ-THUMB

The wine industry has been one of the slowest industries to adopt internet-based technologies. There is a big opportunity for wine brands to engage directly with those who drink the wine. Relationships sell wine!

Presentation Transcript

1. + Social Media Marketing for the Wine Industry Presented for the Silicon Valley Business Journal in San Jose, CA| July 17th, 2013

2. + About the Presenter Founder and Principal at Earthsite, a digital media agency for sustainable brands. Learn more at JoeyShepp.com

3. + Road Map !  Social Media Overview !  Wine Marketing Strategies !  Wine Industry Case Studies and Resources !  Specific Social Network Strategies (Time Permitting) Ask Questions Anytime!

4. +What is Social Media Marketing?

5. + Social Media Marketing, Defined !  Social media marketing is building a social network of fans, followers and connections using relevant and interesting content that allows businesses to reach and engage more people and drive more sales.

6. + Social Media Marketing is Story Telling ! Consumers expect more than just a product or service, they want a story to engage with. ! What is your brand’s story? How can you make storytelling a practice? 49% of American wineries have a dedicated marketing manager who creates and publishes content on social networks.

7. + Social Media Marketing is Getting People to Talk about your Brand ! The number one reason people buy wine is based on recommendation. ! Professional critics no longer rule wine popularity

8. + The New Media Model

9. +Wine Marketing Strategies

10. + Wine Industry Slow to Adopt Social Media !  The wine industry has been one of the slowest industries to adopt internet-based technologies !  Big opportunity for Wine brands to engage directly with those who drink the wine !  Relationships sell wine

11. + Wine is a Fragmented Market !  130,000 domestic & imported wines introduced each year! !  A market that is incredibly fragmented !  Difficult to develop brand loyalty

12. + Building Buzz for your Wine Brand Your Wine Brand Power Groups • Wine Spectator • Wines and Vines • Wine Enthusiast Magazine New Media Influencers • Gary Vaynerchuk • Robert Parker • 1 Wine Dude Owned Media • Website/Blog • Facebook • Twitter • Etc. Wine-Specific Social Networks • Snooth • Wine 2.0 Viral Content • Humor • Stories • Photos/Videos Onsite Visitors • Wine Tourism • Social Media Subscribers • Incentives to Join

13. + Develop a Content Strategy ! Predefine Topics ! Content Schedule ! Designate Content Producers ! Cross-Network Posting ! Get comfortable with transparency

14. + Develop a Social Media Policy !  Define your Brand tone and voice !  What to talk about !  What not to talk about !  What to do when negative comments arise !  Who to alert when certain issues come up !  Ultimately, a training guide for new managers to ensure the brand voice stays consistent

15. + Wine Industry Specific Strategies !  Winery Tourism !  Relive/share the experience on social media !  Ongoing brand relationship !  Experiential Content !  Content that reminds people of a positive memory !  Video/photo !  Encourage story sharing !  Virtual Experience !  Webcast tastings, Q/A !  Video reuse in Social Media

16. + Common Questions ! What should you measure? !  Community: Fans/Followers/Subscribers !  Engagement: Likes/Retweets/Shares ! What is the right ratio of activity to fans? !  Depends on specific social network:Twitter more frequent, Facebook more quality. !  Generally, the more the better, so long as they are quality !  See competitors for baseline

17. + Social Media Return on Investment !  Expect 6-12 months to see an impact on sales !  Allow time to grow your network… like growing a vineyard, you must allow the the vines to grow before you can expect to get fruit. !  Think of building “Social Currency” … the more good will you generate with fan, the more likely they will share your product.

18. + Measuring Social Media ROI !  Online Purchases !  Relatively easy to track marketing sources to purchases and correlate which efforts are selling the most wine. !  Offline Purchases !  Retail is much harder to track !  Use a “baseline” method where you check sales before and after social media campaigns !  Use VinTank to compare your social media stats with compeditors !  Use physical coupons that can be tracked offline

19. + Common Concerns !  Negative Feedback / Complaints !  Respond quickly !  Respond privately for charged issues !  Seek to satisfy and delight, not defend !  Time to Manage Social Media !  15 minutes a day after setup !  …But must stay consistent

20. + Social Media Don’ts ! Don’t pitch, overtly self-promote or offer incentives to get reviews or sharing ! Avoid sharing personal information about politics, religion or other heated subjects

21. + Wine Industry Social Media Case Studies and Resources

22. + WineLibrary.tv – Changing the Wine World !  Gary Vaynerchuk, author and public speaker drives social media. !  Launched February of 2006 !  Regular video series, 1000+ episodes !  135,000 Fans on Facebook !  991,000 Followers on Twitter

23. + WineLibrary.com !  Super wine shopping website !  Delivered to your door !  Extensive selection, lots of “deals” !  Known for excellent customer service !  Uses WineLibrary.TV as a marketing vehicle

24. + Cork’d: Social Network for Wine Lovers and Wineries, Acquired !  Launched in February 2006 !  Acquired by WineLibrary.TV in May of 2007 !  User generated content !  Ad revenue model !  2,000+ new users per month !  2,000+ reviews per month

25. + Vintank – Powering Social Intelligence for the Wine Industry !  The Wine Industry’s best tool for connecting your customers within the social ecosphere !  1 million wine-related conversations tracked per day !  Brand mentions, customer profiles, top customers !  Context to commerce, timing/ customer match, waiting for the right signal, then taking action !  $35-$150/month

26. + Winery Social Index – Top 50

27. + Sample: Bonny Doon Vineyard

28. + Klout – Top Wine Influencers

29. + Snooth.com – Drink Better Wines !  Focused on the shopping experience, allowing users to compare prices across merchants. !  Facebook integration in 2012 allows wine tasking review to be posted on personal timelines !  28,000 Facebook Likes !  12,000 Followers on Twitter !  328 on Google+

30. + Wine-Searcher.com – Price Comparison !  The Wine-Searcher search engine lists 5,468,814 wines and prices from 37,883 merchants around the world !  Wine retailers can include their price lists for free !  Pro Version !  Access to complete, current and historical data !  $39/year

31. + CellarTracker.com – Inventory Management Gone Social !  Focused on inventory management, with integrated professional wine reviews with personal inventory and premium service offering automatic inventory valuation. !  Launched 2004 !  Popular Wines !  Tasting Notes by Users

32. + VinCellar (Powered by VinFolio) !  Online wine cellar management system !  An active online community !  Tasting notes and reviews !  Seamless integration with Vinfolio, online store and marketplace !  Mobile App for Price Checking

33. + Adegga – Social Wine Discovery !  Track your favorite wines and get recommendations from people you know. !  Organize your wines – track the wines you taste, make a wish list or organize your home cellar. !  International focus !  4,100 Likes on Facebook !  2,840 Follows on Twitter

34. + BottleNotes – Good People. Great Wine. !  Bottlenotes is the premier online wine community, where wine enthusiasts come to learn about wine, share wine tasting notes, and buy great boutique and estate wines from around the world. !  Wine Clubs, Gifts and Registries !  Track Wine in “My Wine Cellar” !  The Daily Sip Email Newsletter !  167,000 Fans on Facebook !  11,600 Followers on Twitter

35. + Using Social Media to Promote an Underdog Wine !  Pacific Rim decided to buck traditional wine industry marketing tactics and go after that group, investing nearly $10,000 in a social media campaign to establish its niche. !  “We wanted to turn passive wine drinkers into riesling zealots” !  Campaign components !  Custom website: http://www.rieslingrules.com/ !  Created and published the “Riesling Rules Book,” gave away 65,000 e-book copies !  Facebook Page Pacific Rim Riesling Rules !  Catchy videos and calendar cube giveaways for liking page, 11k fans in first two weeks !  $1,000 Contest, 15k fans in 10 weeks !  Results !  30,000 Facebook Fans today !  Selling 200,000 cases of wine a year !  Total Campaign Budget: $10,000 CASE STUDY: Pacific Rim in Portland, Oregon

36. + Specialized Marketing Firms for Wine and Food Able Social – NY Grow Creative – Portland

37. + SF Bay Area Wine Marketing Firms !  Jean Arnold / Founder, Jean Arnold Group, President, Hanzell Vineyards, 103 E. Napa St., Ste. C, Sonoma 95476; 707-935-7020; www.jeanarnoldgroup.com !  Veronica Barclay / Owner, Barclay & Company, P.O. Box 71, St. Helena 94574; 707-963-3185; www.barclayandco.com !  Jeremy Benson / President, Benson Marketing Group, 2700 Napa Valley Corporate Drive, Ste. H, Napa 94558; 707-254-9292; www.bensonmarketing.com !  David Biggar / Managing Director,Vintage Point, 564 Broadway, Sonoma 95476; 707-939-6766; www.vintagepoint.com !  Barbara Bowman and Jan Mettler / Partners, Boss Dog Marketing, P.O. Box 1494, Healdsburg 95448; 707-433-8484 !  Elizabeth Candelario / Director of Consumer Sales & Marketing, Chateau Montelena, 1429 Tubbs Lane, Calistoga 94515; 707-942-5105; www.montelena.com !  John Gillespie / Partner,Wine Colleagues, P.O. Box 536, St. Helena 94574; 707-963-9009; www.winecolleagues.com !  Mark Feinberg / Vice President of Marketing,White Rocket Wine Co., 455 Devlin Road, Ste. 210, Napa 94558; 707-254-4811 !  Dan Leese / President and partner, 585 Wine Partners, 585 W. First St., Sonoma 95476; 707-933-2640; www.585winepartners.com !  Christopher Lynch / Chief Marketing Officer, Beam Wine Estates, 375 Healdsburg Ave., Second Floor, Healdsburg 95448; 707-433-8268; www.beamwineestates.com !  Mike Lynch and Jean Jacoté / Partners, Big Bang Communications, 10 Brookside Drive, San Anselmo 94960; 415-250-2373; www.bigbangcommunications.com !  Christine Martin / Owner, Firefly Creative Co., 432 Center St., Ste. A, Healdsburg 95448; 707-433-6044; www.fireflycompany.com !  Michael Merriman / Owner, Paladin Wine Marketing, 2081 Cuttings Wharf Road, Napa 94559; 707-253-9065; www.paladinwine.net !  Paul Novak / Owner, Novak & Associates, 3448Young Ave., Napa 94558; 707-246-3060; !  Jim Razzino / Weibel Family Wine Group, P.O. Box 87, Woodbridge 95258; 800-932-9463; www.weibel.com !  Gib Rockwood / Senior Vice President of Marketing,Wilson Daniels Ltd., 1201 Dowdell Lane, St. Helena 94574; 707-963-9661; www.wilsondaniels.com !  Craig Root / Owner, Craig Root & Associates, 10 Upland Road, St. Helena, CA 94574; 707-963-7589; www.craigroot.com !  Don Sebastiani Jr. / Director of Marketing, Don Sebastiani & Sons, P.O. Box 1248, Sonoma 95476; 707-933-1704; www.donandsons.com !  Jay Schuppert / President, Director of Marketing & Sales, Cuvaison Estate Wines, 4550 Silverado Trail North, Calistoga 94515; 707-942-6266; www.cuvaison.com !  Elaine Smith / Wine marketing consultant and owner,Wine Savvy, 2924 Marty Way, Sacramento 95818; 916-444-1909; www.winesavvyconsulting.com !  John Stallcup / Principal, Stallcup & Associates, 3513 Foxridge Court, Napa 94558; 707-252-7340 !  Neil Tallantire / Senior Vice President of Marketing, Diageo Chateau & Estates Wines, 240 Gateway Road West, Napa 94558; 707-299-2600; www.diageowines.com !  Paul and Jennifer Tincknell / Partners,Tincknell & Tincknell, P.O. Box 1879, Healdsburg, CA 95448; 707-433-3671; www.marketingwine.com !  DanWildermuth / Vice President of Marketing, Rodney Strong Vineyards, 11455 Old Redwood Highway, Healdsburg 95448; 707-433-6521; www.rodneystrong.com

38. + Social Media Jobs in Wine !  14 Jobs Listed Currently on WineJobs.com relating to “Social Media”

39. + Social Media Recommended Tools & Tips

40. + Facebook Stats 2012 !  Over 1 billion users !  71% of US Population is using Facebook !  40% of Facebook users are age 35 and older !  Wineries on Facebook !  94% of U.S.Wineries Are On Facebook (73% on Twitter) !  47% of US wineries said that Facebook helps them generate sales (72% sell wine on their website)

41. + Facebook Page Strategy !  A “Page” is different than a personal profile !  Graphic Setup !  Content Production !  Apps (i.e. Contests) !  Wildfire !  Social Candy !  Insights (Stats)

42. + Facebook Content Examples !  Questions: Polls and surveys !  Event homepages and registration pages !  Archived email marketing newsletters !  Links to Blogs (yours and others’) !  Links to Websites (yours, and others in your area of expertise) !  Relevant videos, photos and podcasts

43. + Twitter – Pulse of the Planet !  Short Format Blogging !  140 character limit !  Totally public forum !  Focus on headlines/links !  Content !  Listen/Respond !  Frequent updates !  Gaining Followers !  Monitor keywords related to your brand and competitors !  Follow others, hope for follow- back !  Recommended Tools !  Hootsuite !  TweetBot for iOS and Mac !  TweetDeck

44. + Facebook vs.Twitter ! Facebook is the superior social media platform for generating sales (48% for Facebook vs. 28% for Twitter). ! But Twitter is seen as better at capturing media attention (53% for Twitter vs. 32% for Facebook).

45. + YouTube – The New TV !  Get comfortable with video !  People love video !  Reveals transparency !  Demonstrate Lifestyle !  Single Cut Videos avoid editing! !  SetupYouTube Channel !  Graphics and branding !  Regular video uploads !  Build playlists of other favorite videos !  Respond to comments

46. + Pinterest – A Social Scrapbook !  What is Pinterest? !  Pinterest is a visually- beautiful, digital bulletin board that takes your magazine cutting and scrapbooking habit online, and makes it searchable for others with similar interests. !  Visual Lovers Paradise !  Pinterest is perfect for wineries and wine regions looking to engage potential customers online with cool visual (image + video) elements of their winery and wines, pairings and recipes, new label ideas, etc.

47. + Instagram – Photo Blogging !  Mobile-Based Platform !  iPhone/Android Smartphone Cameras !  Filters for the Romantic !  Easy to apply filters allow for artistic photos !  Photographer on Staff !  Define Instragram photographers who can take photos of the everyday work, events, behind the scenes and lifestyle shots.

48. + LinkedIn – B-to-B Networking !  Setup Complete Profiles !  Employee Profiles !  Company Profile !  Participate !  Join Groups !  Read News !  Post Links/Info !  Input Contacts !  CardMunch Mobile App

49. + Email Marketing !  Email StillVital !  People Check Email First !  Setup Mechanics !  Email Template !  Subscription Forms !  Import Subscribers !  Recommended Services !  MailChimp !  Constant Contact !  Vertical Response

50. + Questions?

51. + References & Sources !  http://www.slideshare.net/pierrickbouquet/social- media-marketing-in-the-american-and-french-wine- industry-in-2012 !  http://www.winesandvines.com/template.cfm? section=news&content=104433 !  http://www.winesandvines.com/template.cfm? section=news&content=104433 !  http://readwrite.com/2012/05/28/94-of-us-wineries- are-on-facebook-73-on-twitter !  http://www.slideshare.net/pierrickbouquet/social- media-marketing-in-the-american-and-french-wine- industry-in-2012 !  http://www.winebusiness.com/classifieds/winejobs/? go=search&q=social +media&s1=&country=&region=&state= !  http://www.northbaybusinessjournal.com/15200/ who-who-in-wine-marketing/ !  http://ablesocial.com/ !  http://grow-creative.com/ !  http://boss.blogs.nytimes.com/2012/07/06/using- social-media-to-promote-an-underdog-wine/ !  http://www.rieslingrules.com/ !  https://www.facebook.com/pacificrimwine !  http://vincellar.vinfolio.com/do/vincellar/home !  http://www.cellartracker.com/ !  http://cruvee.com/brand-index/score !  http://www.slideshare.net/jonjoseph1/corkd-case- study !  https://winelibrary.com/ !  http://tv.winelibrary.com/ !  https://winelibrary.com/ !  http://garyvaynerchuk.com/ !  http://www.winesandvines.com/template.cfm? section=news&content=104433 !  http://www.vinography.com/archives/2012/02/ social_media_and_the_wine_indu.html !  http://www.1winedude.com/where-can-wineries- really-innovate-in-engaging-the-people-who-actually- drink-the-stuff/ !  http://readwrite.com/2012/05/28/94-of-us-wineries- are-on-facebook-73-on-twitter !  http://www.vinography.com/archives/2012/02/ social_media_and_the_wine_indu.html !  http://www.winesandvines.com/template.cfm? section=news&content=104433

52. + Creative Commons Copyright !  This work is licensed under the Creative Commons Attribution- Noncommercial-Share Alike 3.0 United States License. !  To view a copy of this license visit http://creativecommons.org/licenses/by-nc-sa/3.0/us/ or send a letter toCreative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.

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