+ Social Media Marketing for the Wine Industry Presented at the Wine Intensive Executive MBA at Sonoma State University | January 18 th , 2013
Jan 26, 2015
+
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
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
+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
+Using Social Media to Promote an Underdog Wine 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
CASE STUDY: Pacific Rim in Portland, Oregon
+Specialized Marketing Firms for Wine and Food
Able Social - NY Grow Creative - Portland
+SF Bay Area Wine Marketing Firms
n Jean Arnold / Founder, Jean Arnold Group, President, Hanzell Vineyards, 103 E. Napa St., Ste. C, Sonoma 95476; 707-935-7020; www.jeanarnoldgroup.com
n Veronica Barclay / Owner, Barclay & Company, P.O. Box 71, St. Helena 94574; 707-963-3185; www.barclayandco.com
n Jeremy Benson / President, Benson Marketing Group, 2700 Napa Valley Corporate Drive, Ste. H, Napa 94558; 707-254-9292; www.bensonmarketing.com
n David Biggar / Managing Director, Vintage Point, 564 Broadway, Sonoma 95476; 707-939-6766; www.vintagepoint.com
n Barbara Bowman and Jan Mettler / Partners, Boss Dog Marketing, P.O. Box 1494, Healdsburg 95448; 707-433-8484
n Elizabeth Candelario / Director of Consumer Sales & Marketing, Chateau Montelena, 1429 Tubbs Lane, Calistoga 94515; 707-942-5105; www.montelena.com
n John Gillespie / Partner, Wine Colleagues, P.O. Box 536, St. Helena 94574; 707-963-9009; www.winecolleagues.com
n Mark Feinberg / Vice President of Marketing, White Rocket Wine Co., 455 Devlin Road, Ste. 210, Napa 94558; 707-254-4811
n Dan Leese / President and partner, 585 Wine Partners, 585 W. First St., Sonoma 95476; 707-933-2640; www.585winepartners.com
n Christopher Lynch / Chief Marketing Officer, Beam Wine Estates, 375 Healdsburg Ave., Second Floor, Healdsburg 95448; 707-433-8268; www.beamwineestates.com
n Mike Lynch and Jean Jacoté / Partners, Big Bang Communications, 10 Brookside Drive, San Anselmo 94960; 415-250-2373; www.bigbangcommunications.com
n Christine Martin / Owner, Firefly Creative Co., 432 Center St., Ste. A, Healdsburg 95448; 707-433-6044; www.fireflycompany.com
n Michael Merriman / Owner, Paladin Wine Marketing, 2081
Cuttings Wharf Road, Napa 94559; 707-253-9065; www.paladinwine.net
n Paul Novak / Owner, Novak & Associates, 3448 Young Ave., Napa 94558; 707-246-3060;
n Jim Razzino / Weibel Family Wine Group, P.O. Box 87, Woodbridge 95258; 800-932-9463; www.weibel.com
n Gib Rockwood / Senior Vice President of Marketing, Wilson Daniels Ltd., 1201 Dowdell Lane, St. Helena 94574; 707-963-9661; www.wilsondaniels.com
n Craig Root / Owner, Craig Root & Associates, 10 Upland Road, St. Helena, CA 94574; 707-963-7589; www.craigroot.com
n Don Sebastiani Jr. / Director of Marketing, Don Sebastiani & Sons, P.O. Box 1248, Sonoma 95476; 707-933-1704; www.donandsons.com
n Jay Schuppert / President, Director of Marketing & Sales, Cuvaison Estate Wines, 4550 Silverado Trail North, Calistoga 94515; 707-942-6266; www.cuvaison.com
n Elaine Smith / Wine marketing consultant and owner, Wine Savvy, 2924 Marty Way, Sacramento 95818; 916-444-1909; www.winesavvyconsulting.com
n John Stallcup / Principal, Stallcup & Associates, 3513 Foxridge Court, Napa 94558; 707-252-7340
n Neil Tallantire / Senior Vice President of Marketing, Diageo Chateau & Estates Wines, 240 Gateway Road West, Napa 94558; 707-299-2600; www.diageowines.com
n Paul and Jennifer Tincknell / Partners, Tincknell & Tincknell, P.O. Box 1879, Healdsburg, CA 95448; 707-433-3671; www.marketingwine.com
n Dan Wildermuth / Vice President of Marketing, Rodney Strong Vineyards, 11455 Old Redwood Highway, Healdsburg 95448; 707-433-6521; www.rodneystrong.com
+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 follow-
back
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 http://www.slideshare.net/pierrickbouquet/social-
media-marketing-in-the-american-and-french-wine-industry-in-2012
n http://www.winesandvines.com/template.cfm?section=news&content=104433
n http://www.winesandvines.com/template.cfm?section=news&content=104433
n http://readwrite.com/2012/05/28/94-of-us-wineries-are-on-facebook-73-on-twitter
n http://www.slideshare.net/pierrickbouquet/social-media-marketing-in-the-american-and-french-wine-industry-in-2012
n http://www.winebusiness.com/classifieds/winejobs/?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 http://boss.blogs.nytimes.com/2012/07/06/using-social-media-to-promote-an-underdog-wine/
n http://www.rieslingrules.com/
n https://www.facebook.com/pacificrimwine
n http://vincellar.vinfolio.com/do/vincellar/home
n http://www.cellartracker.com/
n http://cruvee.com/brand-index/score
n http://www.slideshare.net/jonjoseph1/corkd-case-study
n https://winelibrary.com/
n http://tv.winelibrary.com/
n https://winelibrary.com/
n http://garyvaynerchuk.com/
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-wineries-really-innovate-in-engaging-the-people-who-actually-drink-the-stuff/
n http://readwrite.com/2012/05/28/94-of-us-wineries-are-on-facebook-73-on-twitter
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
+Creative Commons Copyright
n 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.