Colorado Restaurant Association CABs Conference Presentation

DRUNKONSOCIAL

MEETMICHAELHEINTZ

• SeniorVicePresident:ConsumerPractice

• FormerSeniorDirectorofMarketingCommunicationsatE&JGalloWinery

• LeadPR,DigitalMarketingandMedia&ConsumerPromotionsTeamsacrossallGallobrands

“SNAKETHEROSSI”

MEETERIKKEITH

• ChiefDigitalStrategist

• Strategy&Innovation

• Metrics&Attribution

• Trainer&Speaker

@WeAreCSG

ABOUTCSG

• Founded2004

• OfficesinDenver,NewYork,WashingtonD.C.andChicago

• RedefiningPR

• IndustriesServed:ConsumerGoods,FinancialServices,Health,Education

CLIENT EXPERIENCE

CONSUMERGOODSPRACTICEEXPERIENCE OTHER CLIENTEXPERIENCE

CampBowWowCodaCoffeeLaMarcaFourSeasonsFreakonomicsTheMovieMontanya DistillersMyJobChartNewBelgiumBrewingNoSockstoWorkDaySaveThePoudreCoalitionTesoroCulturalCenterTheFortRestaurant

PHILOSOPHY

Influencers

Content Measurement

CONTENTPROCESSOPTIMIZATION

EXTRACT&CREATECONTENT

PACKAGECONTENT

DISTRIBUTE&PROMOTECONTENT

BEINGSOCIALAGNOSTIC

CONTENT&STORYTELLING

• Craftacompellingstorywithgenuinepassion• Nurtureloyalcustomersandbrandadvocates• Whenwefeelfulfilledthroughstories,thosestoriesbecomesOURexperience

• Contentsupportsthecreationofintegratedvalueacrossdepartments

CONTENT&STORYTELLING

NEURALCOUPLING

MIRRORING

DOPAMINE

CORTEXACTIVITY

“SHAREOFEXPERIENCE”

“Companiesareincreasinglyenhancingthevalueoftheirproductsbycreatingcustomerexperiences…

Themostimportantmarketingmetricwillsoonchangefromshareofvoicetoshareofexperience.”

PERSONAMAPPING

• Whatisapersona?• Audiencevs.Buyerpersona• Customerandsalesdata• GoogleAnalytics• SocialAnalytics• FocusGroups

SHAREDVALUE

Brand Consumer

CONTENTVALUEEXCHANGE

7-POINTGUIDE:CONTENTVALUEEXCHANGE

1. Relevance2. Timeliness3. Neutrality4. Shareability5. Impact6. Authenticity7. Targeted

BRANDVOICE

BRANDVOICE

• Describeyourbrandvoicein3words:• Passionate:responsive,nurturingindustrythoughtleaders,resourceful• Purposeful:developspecialties,buildinginfluentialnetworks,strategically

creative• Authentic:honest,direct,leadthroughexample

• Createabrandvoicechart• CorporateVs.Localvs.ProductVoice• Teamtraining• Revisitandrevisebrandvoiceascompanyevolves

BRANDVOICECHART

VoiceCharacteristic Description Do Don’t

Passionate We’repassionateabouttheindustriesandclientsweserve,ourcolleagues,andchangingtheworldthroughthoughtfulcommunications.

Usestrongverbs.Bechampionswithintheindustries weserve.Buildandnurturerelationships.Continuetogrowpersonally&professionally.

Bepassive,wishy-washyUsepassivevoice.

Purposeful We’restrategicandthoughtfulabouttherelationshipswebuildandthecampaignsweexecute.

Developspecialtiesaroundyourstrengths.Growyourprofessionalnetworkwithinyourindustry.Developandexecutecreativecampaignideasthatsolvebusinessneeds.Communicateclearly.Takeaposition.

Spreadyourselftoothin.Agreewitheverythingyourclientwantswithoutunderstandingthewhy.Overcomplicatemessaging.

Authentic We’reworkhorses,notshowhorsesthatprovideclientswiththetools,experienceandinsighttohelpthemaccomplishtheirgoals.

Behonestanddirect.Ownanyissuesormistakes.Standbyyourword.Leadthroughexample.

Usemarketingjargon.Overpromise.Oversellcapabilities.Mislead.

BUSINESSPYRAMID

BusinessOperations

AlcoholProduction&Innovation

Experiences

BUILDINGASUBSCRIBEDAUDIENCE

BUILDINGASUBSCRIBEDAUDIENCE

Audiences gatherbasedontheanticipatedexperienceCommunities formonthebasisofanexperience…

BUILDINGASUBSCRIBEDAUDIENCE

Behindthescenes...

BUILDINGASUBSCRIBEDAUDIENCE

Theunexpectedtakeover...

BUILDINGASUBSCRIBEDAUDIENCE

Tappingintosocialinfluencers’audiences

BUILDINGASUBSCRIBEDAUDIENCE

Establishingapersonality...

BUILDINGASUBSCRIBEDAUDIENCE

Collaborations&StrategicPartners…

BUILDINGASUBSCRIBEDAUDIENCE

Limitedreleases…

BUILDINGCOMMUNITY

Philanthropicties…

BUILDINGCOMMUNITY

Festivals…

BUILDINGCOMMUNITY

Localevents…

BUILDINGCOMMUNITY

Classes…

BUILDINGCOMMUNITY

Recipes…

ALCOHOLMARKETINGCHALLENGES

&OPPORTUNITIES

• Privacyvs.Bigbrother• Somesocialusersarereticenttoassociatethemselvesopenlywithanalcoholbrand• Lookingtoavoid“JohnSmithlikesSmirnoffVodka”associationinads,FacebooksearchandviaassociatedFacebookpage

GUILTBYASSOCIATION

• GoverningbodiesincludetheBeerInstitute,DistilledSpiritsCounciloftheUnitedStates,CAWineInstitute,andFTC• Marketingcommunicationsonlyinmediawhere71.6%oftheaudiencesare21+• Ageaffirmationpriortoanysocialengagement• Socialplatformbreakdown• Addagedisclaimersinsocialbios• Internationalconsiderations• Socialmonitoringrequirements• Userprivacy

REGULATIONS

• Startsmall&identifyyourprimarysocialplatform• Calendarize• Roles&responsibilities• Agencypartnerconsideration• Dangersofintern-drivensocial• Leveragefreetools&analytics

BANDWIDTH&STAFFING

REPUTATIONMANAGEMENT

• Algorithms• Throttledorganicreach• Payforplay• LaserTargeting• Moreusersandbrands=morenoise

EVOLUTIONOFORGANICTOPAID

SOCIALMEDIAPLATFORMS

FACEBOOK Provides themostengagementopportunitiesforalcoholbrands&widestreach.Nativevideos.FacebookLive.

INSTAGRAM Visual-centric.Excellentforconsumerbrands.#Hashtags

YOUTUBE Secondlargestsearchengine, afterGoogle.HighSEOvalue.Excellentforconsumerbrands.

TWITTER Short, timelyposts.NotveryeffectiveanymoreforB2C,butusefulforgettinginfrontof&connectingwithinfluencers,includingmediareportersandbloggers.

PINTEREST Majorityfemale. Goodfororganizinghighlyvisualimageryandvideointothematicboards.Workswellwithe-commerce.

LINKEDIN Applicable foremployeerecruitmentandengaging strategicpartners.

GOOGLE+ SEO

SOCIALCONSIDERATIONSFORPARENTBRAND

FACEBOOKLOCATIONPAGE

Reviews, BluetoothBeacon,localevents,stories,promotions.

GOOGLEMYBUSINESSLISTING

Google MyBusinessaccountwillnotonlycontrolyourlocallistingwithreviews,butyourGoogle+page,AdWords,andAnalytics.

BINGLISTING SimilartoGoogle MyBusiness,Bing’sbusinessportalanditsSEMplatform.

YELP Directorylisting,user-generated reviewsandpaidpromotionportal.

FOURSQUARE Directory listing,check-ins,recommendations,promotionalcampaignsandtips.Twitterpartnership.

TRIPADVISOR Directorylistingfocusedontourism.Greatforattractingvisitorsfromothermarkets.

OPENTABLE* Onlyforthosebrands, whoinadditiontotheiralcoholproduct,offeradiningexperience.

SOCIALCONSIDERATIONSFORLOCALTASTINGROOMS

• X>60%under21yearsold• Advertising• Minimaldatacollection• Bigbudgets• ‘LiveStories’ads• Heretoday,gonetomorrow• Nolinks

SO,WHATABOUTSNAPCHAT?

USEFULTOOLSFacebookTools PowerEditor,BusinessManager,Scheduler,Ads,Analytics

TwitterTools Advancedsearch,Scheduler,PowerEditor,Analytics,Ads,TweetDeck,Click-to-Tweet,Buffer

InstagramTools LayoutfromInstagram,Superimpose,Vintagio, LapseIt,Latergramme

YouTubeTools SEOChat, ClassyNemesisCustomVideoEmbedGenerator,Ads,Analytics

LinkedInTools Ads,Analytics

SocialListening&Management

Hootsuite,NUVI*,SproutSocial*

SocialMonitoring Perch, GoogleAlerts,SocialMention

Design Canva,Pexels,Pixabay,NegativeSpace

Email Marketing MailChimp

GoogleAnalytics AdvancedSegments,Tags,Goals,CampaignURLs

CLOSING

QUESTIONS?