Social Media Marketing for the Wine Industry (Sonoma State University)
Speaker · Lecture · Sonoma State University · Rohnert Park, CA · 18 January 2013
The same wine-industry social media material delivered to the Wine Intensive Executive MBA: an overview and best practices, wine industry case studies and resources, and specific tools.
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- + Social Media Marketing for the Wine Industry Presented at the Wine Intensive Executive MBA at Sonoma State University | January 18th, 2013
- + About the Presenter Founder and Principal at Earthsite, a digital media agency for sustainable brands. Learn more at JoeyShepp.com
- + Road Map n Social Media Overview and Best Practices n Wine Industry Case Studies and Resources n Specific Tools (Time Permitting) Ask Questions Anytime!
- + 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.
- + Wine Industry Slow to Adopt Social Media n The wine 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
- + Social Media Marketing is Story Telling n Consumers expect more than just a product or service, they want a story to engage with. n 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.
- + 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
- + The New Media Model
- + Develop a Content Strategy n Predefine Topics n Content Schedule n Designate Content Producers n Cross-Network Posting n Get comfortable with transparency
- + 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
- + Common Questions nWhat should you measure? n Community: Fans/Followers/Subscribers n Engagement: Likes/Retweets/Shares nWhat 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
- + 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.
- + 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
- + 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
- + 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
- + Wine Industry Social Media Case Studies and Resources
- + 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
- + 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
- + 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
- + 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
- + Winery Social Index – Top 50
- + Sample: Bonny Doon Vineyard
- + 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+
- + 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
- + 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
- + 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
- + 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
- + 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
- + Specialized Marketing Firms for Wine and Food Able Social – NY Grow Creative – Portland
- + Social Media Jobs in Wine n 14 Jobs Listed Currently on WineJobs.com relating to “Social Media”
- + Social Media Recommended Tools & Tips
- + 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)
- + 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)
- + 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
- + 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 followback n Recommended Tools n Hootsuite n TweetBot for iOS and Mac n TweetDeck
- + Facebook vs. Twitter n Facebook is 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).
- + 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
- + 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.
- + 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.
- + 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
- + 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
- + Questions?
- + References & Sources n n http://www.slideshare.net/pierrickbouquet/socialmedia-marketing-in-the-american-and-french-wineindustry-in-2012 n https://www.facebook.com/pacificrimwine n http://vincellar.vinfolio.com/do/vincellar/home http://www.winesandvines.com/template.cfm? section=news&content=104433 n http://www.cellartracker.com/ n http://cruvee.com/brand-index/score n http://www.slideshare.net/jonjoseph1/corkd-casestudy n http://www.winesandvines.com/template.cfm? section=news&content=104433 n http://readwrite.com/2012/05/28/94-of-us-wineries- n are-on-facebook-73-on-twitter n http://www.slideshare.net/pierrickbouquet/socialmedia-marketing-in-the-american-and-french-wineindustry-in-2012 https://winelibrary.com/ n http://tv.winelibrary.com/ n https://winelibrary.com/ n http://garyvaynerchuk.com/ n http://www.winebusiness.com/classifieds/winejobs/?n go=search&q=social +media&s1=&country=®ion=&state= n http://www.northbaybusinessjournal.com/15200/ who-who-in-wine-marketing/ n http://ablesocial.com/ n http://grow-creative.com/ n n http://www.winesandvines.com/template.cfm? section=news&content=104433 n http://www.vinography.com/archives/2012/02/ social_media_and_the_wine_indu.html n http://www.1winedude.com/where-can-wineriesreally-innovate-in-engaging-the-people-who-actuallydrink-the-stuff/ http://boss.blogs.nytimes.com/2012/07/06/usingsocial-media-to-promote-an-underdog-wine/ n http://readwrite.com/2012/05/28/94-of-us-wineriesare-on-facebook-73-on-twitter 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
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