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 Marketingfor the Wine IndustryPresented at the Wine Intensive Executive MBA atSonoma State University | January 18th, 2013
2. +About thePresenterFounder and Principal atEarthsite, a digital mediaagency for sustainablebrands.Learn more atJoeyShepp.com
3. + Road Map n Social Media Overview and Best Practices n Wine Industry Case Studies and Resources n Specific Tools (Time Permitting) Ask Questions Anytime!
4. + Social Media Marketing, Defined n Social media marketing as 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.
5. + Wine Industry Slow to Adopt Social Media n Thewine industry has been one of the slowest industries to adopt internet-based technologies n Big opportunity for Wine brands to engage directly with those who drink the wine n Relationships sell wine
6. + Social Media Marketing is Story Telling n Consumersexpect more than just a product or service, they want a story to engage with. n What is your brand’s story? How can you 49% of American wineries have a make storytelling a dedicated marketing manager practice? who creates and publishes content on social networks.
7. + Social Media Marketing is Getting People to Talk about your Brand n The number one reason people buy wine is based on recommendation. n Professional critics no longer rule wine popularity
8. + The New Media Model
9. + Develop a Content Strategy n Predefine Topics n Content Schedule n Designate Content Producers n Cross-Network Posting n Get comfortable with transparency
10. + Develop a Social Media Policy n Define your Brand tone and voice n What to talk about n What not to talk about n What to do when negative comments arise n Who to alert when certain issues come up n Ultimately, a training guide for new managers to ensure the brand voice stays consistent
11. + Common Questions n What should you measure? n Community: Fans/Followers/Subscribers n Engagement: Likes/Retweets/Shares n What is the right ratio of activity to fans? n Depends on specific social network n Generally, the more the better, so long as they are quality n See competitors for baseline
12. + Social Media Return on Investment n Expect 6-12 months to see an impact on sales n 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. n Think of building “Social Currency” … the more good will you generate with fan, the more likely they will share your product.
13. + Measuring Social Media ROI n Online Purchases n Relatively easy to track marketing sources to purchases and correlate which efforts are selling the most wine. n Offline Purchases n Retail is much harder to track n Use a “baseline” method where you check sales before and after social media campaigns n Use VinTank to compare your social media stats with compeditors n Use physical coupons that can be tracked offline
14. + Common Concerns n Negative Feedback / Complaints n Respond quickly and privately n Seek to satisfy and delight, not defend n Time to Manage Social Media n 15 minutes a day n But must stay consistent
15. + Social Media Don’ts n Don’t pitch, overtly self-promote or offer incentives to get reviews or sharing n Avoid sharing personal information about politics, religion or other controversial subjects
16. + Wine Industry Social Media Case Studies and Resources
17. + WineLibrary.tv – Changing the Wine World n Gary Vaynerchuk, author and public speaker drives social media. n Launched February of 2006 n Regular video series, 1000+ episodes n 40,000 Fans on Facebook n 966,000 Followers on Twitter
18. + WineLibrary.com n Super wine shopping website n Delivered to your door n Extensive selection, lots of “deals” n Known for excellent customer service n Use WineLibrary.TV as a marketing vehicle
19. + Cork’d: Social Network for Wine Lovers and Wineries, Aquired n Launched in February 2006 n Acquired by WineLibrary.TV in May of 2007 n User generated content n Ad revenue model n 2,000+ new users per month n 2,000+ reviews per month
20. + Vintank – Powering Social Intelligence for the Wine Industry n The Wine Industry’s best tool for connecting your customers within the social ecosphere n 1 million wine-related conversations tracked per day n Brand mentions, customer profiles, top customers n Context to commerce, timing/ customer match, waiting for the right signal, then taking action n $35-$150/month
21. + Winery Social Index – Top 50
22. + Sample: Bonny Doon Vineyard
23. + Snooth.com – Drink Better Wines n Focused on the shopping experience, allowing users to compare prices across merchants. n Facebook integration in 2012 allows wine tasking review to be posted on personal timelines n 28,000 Facebook Likes n 12,000 Followers on Twitter n 328 on Google+
24. + Wine-Searcher.com – Price Comparison n The Wine-Searcher search engine lists 5,468,814 wines and prices from 37,883 merchants around the world n Wine retailers can include their price lists for free n Pro Version n Access to complete, current and historical data n $39/year
25. + CellarTracker.com – Inventory Management Gone Social n Focused on inventory management, with integrated professional wine reviews with personal inventory and premium service offering automatic inventory valuation. n Launched 2004 n Popular Wines n Tasting Notes by Users
26. + VinCellar (Powered by VinFolio) n Online wine cellar management system n An active online community n Tasting notes and reviews n Seamless integration with Vinfolio, online store and marketplace n Mobile App for Price Checking
27. + Adegga – Social Wine Discovery n Track your favorite wines and get recommendations from people you know. n Organize your wines – track the wines you taste, make a wish list or organize your home cellar. n International focus n 4,100 Likes on Facebook n 2,840 Follows on Twitter
28. + BottleNotes – Good People. Great Wine. n 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. n Wine Clubs, Gifts and Registries n Track Wine in “My Wine Cellar” n The Daily Sip Email Newsletter n 167,000 Fans on Facebook n 11,600 Followers on Twitter
29. + Using Social Media to Promote an Underdog Wine CASE STUDY: Pacific Rim in Portland, Oregon n 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. n “We wanted to turn passive wine drinkers into riesling zealots” n Campaign components n Custom website: http://www.rieslingrules.com/ n Created and published the “Riesling Rules Book,” gave away 65,000 e-book copies n Facebook Page Pacific Rim Riesling Rules n Catchy videos and calendar cube giveaways for liking page, 11k fans in first two weeks n $1,000 Contest, 15k fans in 10 weeks n Results n 30,000 Facebook Fans today n Selling 200,000 cases of wine a year n Total Campaign Budget: $10,000
30. + Specialized Marketing Firms for Wine and Food Able Social – NY Grow Creative – Portland
31. + SF Bay Area Wine Marketing Firmsn Jean Arnold / Founder, Jean Arnold Group, President, Hanzell Cuttings Wharf Road, Napa 94559; 707-253-9065; Vineyards, 103 E. Napa St., Ste. C, Sonoma 95476; 707-935-7020; www.paladinwine.net www.jeanarnoldgroup.com n Paul Novak / Owner, Novak & Associates, 3448 Young Ave., Napan Veronica Barclay / Owner, Barclay & Company, P.O. Box 71, St. 94558; 707-246-3060; Helena 94574; 707-963-3185; www.barclayandco.com n Jim Razzino / Weibel Family Wine Group, P.O. Box 87,n Jeremy Benson / President, Benson Marketing Group, 2700 Napa Woodbridge 95258; 800-932-9463; www.weibel.com Valley Corporate Drive, Ste. H, Napa 94558; 707-254-9292; n Gib Rockwood / Senior Vice President of Marketing, Wilson www.bensonmarketing.com Daniels Ltd., 1201 Dowdell Lane, St. Helena 94574; 707-963-9661;n David Biggar / Managing Director, Vintage Point, 564 Broadway, www.wilsondaniels.com Sonoma 95476; 707-939-6766; www.vintagepoint.com n Craig Root / Owner, Craig Root & Associates, 10 Upland Road, St.n Barbara Bowman and Jan Mettler / Partners, Boss Dog Helena, CA 94574; 707-963-7589; www.craigroot.com Marketing, P.O. Box 1494, Healdsburg 95448; 707-433-8484 n Don Sebastiani Jr. / Director of Marketing, Don Sebastiani & Sons,n Elizabeth Candelario / Director of Consumer Sales & Marketing, P.O. Box 1248, Sonoma 95476; 707-933-1704; www.donandsons.com Chateau Montelena, 1429 Tubbs Lane, Calistoga 94515; n Jay Schuppert / President, Director of Marketing & Sales, 707-942-5105; www.montelena.com Cuvaison Estate Wines, 4550 Silverado Trail North, Calistogan John Gillespie / Partner, Wine Colleagues, P.O. Box 536, St. Helena 94515; 707-942-6266; www.cuvaison.com 94574; 707-963-9009; www.winecolleagues.com n Elaine Smith / Wine marketing consultant and owner, Wine Savvy,n Mark Feinberg / Vice President of Marketing, White Rocket Wine 2924 Marty Way, Sacramento 95818; 916-444-1909; Co., 455 Devlin Road, Ste. 210, Napa 94558; 707-254-4811 www.winesavvyconsulting.comn Dan Leese / President and partner, 585 Wine Partners, 585 W. First n John Stallcup / Principal, Stallcup & Associates, 3513 Foxridge St., Sonoma 95476; 707-933-2640; www.585winepartners.com Court, Napa 94558; 707-252-7340n Christopher Lynch / Chief Marketing Officer, Beam Wine Estates, n Neil Tallantire / Senior Vice President of Marketing, Diageo 375 Healdsburg Ave., Second Floor, Healdsburg 95448; Chateau & Estates Wines, 240 Gateway Road West, Napa 94558; 707-433-8268; www.beamwineestates.com 707-299-2600; www.diageowines.comn Mike Lynch and Jean Jacoté / Partners, Big Bang n Paul and Jennifer Tincknell / Partners, Tincknell & Tincknell, P.O. Communications, 10 Brookside Drive, San Anselmo 94960; Box 1879, Healdsburg, CA 95448; 707-433-3671; 415-250-2373; www.bigbangcommunications.com www.marketingwine.comn Christine Martin / Owner, Firefly Creative Co., 432 Center St., n Dan Wildermuth / Vice President of Marketing, Rodney Strong Ste. A, Healdsburg 95448; 707-433-6044; www.fireflycompany.com Vineyards, 11455 Old Redwood Highway, Healdsburg 95448;n Michael Merriman / Owner, Paladin Wine Marketing, 2081 707-433-6521; www.rodneystrong.com
32. + Social Media Jobs in Wine n 14 Jobs Listed Currently on WineJobs.com relating to “Social Media”
33. + Social Media Recommended Tools & Tips
34. + Facebook Stats 2012 n Over 1 billion users n 71% of US Population is using Facebook n 40% of Facebook users are age 35 and older n Wineries on Facebook n 94% of U.S. Wineries Are On Facebook (73% on Twitter) n 47% of US wineries said that Facebook helps them generate sales (72% sell wine on their website)
35. + Facebook Page Strategy n A “Page” is different than a personal profile n Graphic Setup n Content Production n Apps (i.e. Contests) n Wildfire n Social Candy n Insights (Stats)
36. + Facebook Content Examples n Questions: Polls and surveys n Event homepages and registration pages n Archived email marketing newsletters n Links to Blogs (yours and others’) n Links to Websites (yours, and others in your area of expertise) n Relevant videos, photos and podcasts
37. + Twitter – Pulse of the Planet n Short Format Blogging n 140 character limit n Totally public forum n Focus on headlines/links n Content n Listen/Respond n Frequent updates n Gaining Followers n Monitor keywords related to your brand and competitors n Follow others, hope for follow- back n Recommended Tools n Hootsuite n TweetBot for iOS and Mac n TweetDeck
38. + Facebook vs. Twitter n Facebookis the superior social media platform for generating sales (48% for Facebook vs. 28% for Twitter). n But Twitter is seen as better at capturing media attention (53% for Twitter vs. 32% for Facebook).
39. + YouTube – The New TV n Get comfortable with video n People love video n Reveals transparency n Demonstrate Lifestyle n Single Cut Videos avoid editing! n Setup YouTube Channel n Graphics and branding n Regular video uploads n Build playlists of other favorite videos n Respond to comments
40. + Pinterest – A Social Scrapbook n What is Pinterest? n 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. n Visual Lovers Paradise n 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.
41. + Instagram – Photo Blogging n Mobile-Based Platform n iPhone/Android Smartphone Cameras n Filters for the Romantic n Easy to apply filters allow for artistic photos n Photographer on Staff n Define Instragram photographers who can take photos of the everyday work, events, behind the scenes and lifestyle shots.
42. + LinkedIn – B-to-B Networking n Setup Complete Profiles n Employee Profiles n Company Profile n Participate n Join Groups n Read News n Post Links/Info n Input Contacts n CardMunch Mobile App
43. + Email Marketing n Email Still Vital n People Check Email First n Setup Mechanics n Email Template n Subscription Forms n Import Subscribers n Recommended Services n MailChimp n Constant Contact n Vertical Response
44. + Questions?
45. + References & Sources n http://www.slideshare.net/pierrickbouquet/social- n https://www.facebook.com/pacificrimwine media-marketing-in-the-american-and-french-wine- industry-in-2012 n http://vincellar.vinfolio.com/do/vincellar/home n http://www.winesandvines.com/template.cfm? n http://www.cellartracker.com/ section=news&content=104433 n http://cruvee.com/brand-index/score n http://www.winesandvines.com/template.cfm? n http://www.slideshare.net/jonjoseph1/corkd-case- section=news&content=104433 study n http://readwrite.com/2012/05/28/94-of-us-wineries- n https://winelibrary.com/ are-on-facebook-73-on-twitter n http://tv.winelibrary.com/ n http://www.slideshare.net/pierrickbouquet/social- media-marketing-in-the-american-and-french-wine- n https://winelibrary.com/ industry-in-2012 n http://garyvaynerchuk.com/ n http://www.winebusiness.com/classifieds/winejobs/?n http://www.winesandvines.com/template.cfm? go=search&q=social section=news&content=104433 +media&s1=&country=®ion=&state= n http://www.vinography.com/archives/2012/02/ n http://www.northbaybusinessjournal.com/15200/ social_media_and_the_wine_indu.html who-who-in-wine-marketing/ n http://www.1winedude.com/where-can-wineries- n http://ablesocial.com/ really-innovate-in-engaging-the-people-who-actually- n http://grow-creative.com/ drink-the-stuff/ n http://boss.blogs.nytimes.com/2012/07/06/using- n http://readwrite.com/2012/05/28/94-of-us-wineries- social-media-to-promote-an-underdog-wine/ are-on-facebook-73-on-twitter n http://www.rieslingrules.com/ n http://www.vinography.com/archives/2012/02/ social_media_and_the_wine_indu.html n http://www.winesandvines.com/template.cfm? section=news&content=104433
46. + Creative Commons Copyrightn This work is licensed under the Creative Commons Attribution- Noncommercial-Share Alike 3.0 United States License.n 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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