Social Media Training Tourism Wine Industry

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INTRODUCTION TO SOCIAL MEDIA 2012

INTRODUCTION TO SOCIAL MEDIA



WHO WE ARE

RONELLE

• Brand communication

• E-marketing, design

• Visual communication

• Specialising in wine brands

KOBUS

• Strategic management

• Marketing and communication

• Print media, radio and TV

• Social networks

TEAM

• Design, digital development

• Journalism and copy-writing

• Marketing and markets

• PR and small events



�We help businesses understand and use their brands better

� Social media and business: advise and outsource

�Multi-disciplined team – expertise at a fraction of an ad agency and the price of a full-time team member

�Not only project focused, but we are still there whenthe spectacle is over.

�Approach: personal, cost effective, enjoy working with smaller businesses

WHAT DO WE DO



1. Background2. Enables user-filtered and recommended content3. The age of sharing4. Young – 20045. Explosive growth since 20066. The end predicted since the beginning7. Platforms have come and gone - MySpace

SHORT HISTORY OF SOCIAL MEDIA



SOCIAL BRAND STRATEGY

Who are you trying to engage?











Before you think its actually something new and frightening…Just super-tools, enabling:

WHAT IS SOCIAL MEDIA REALLY

Advertising& promotions

Brand building Public Relations Customer Care

CustomerRelationshipManagement

Market research Word-of-mouth Lead generation



START AT THE BEGINNING

1



IMPORTANT QUESTIONS TO ASK BEFORE EMBARKING ON THE JOURNEY

Who am I?

What would I sound like?

What do I like to do?

What do I like to do?

Who are my friends?

How do I make others like me?



Never before have you needed to understand your brand to this extent. It has now become alive, a personality with emotions and context. It is an entity with complexity and a voice. You cannot pretend or keep your brand at a distance. And what more, your brand has friends and enemies. This is the most important aspect to understand, because like all friendships and human relations your brand will go through changes and challenges. But it offers you more opportunities than ever before to give, receive, influence, convince.

TRULY UNDERSTANDING YOUR BRAND



1. Male female2. Clothing3. Car4. Hobbies5. Morals6. Voice7. Extra Features8. What does he/she do

on a Saturday night?

QUICK GAME

Describe the person your brand would be.



1. We help people who spend/enjoy/love … and who need .….2. Who are facing .…………3. Will enjoy .…………4. While enabling .…………5. Compared to .…………

Guide to writing a brand statement, so you can talk as your brand.

WHAT IS YOUR BRAND’S VALUE PROPOSITION?

EVERY EMPLOYEE SHOULD KNOW THIS



1. Who do you want to reach?2. Why?3. What do you want them to do?4. How can you help them?5. How will you know you’ve succeeded?6. What are your current marketing goals?7. Where can you reach them? (who do you @, where do you

cross-post etc)The start of your strategy.

NOW YOU KNOW WHO YOU ARE, YOU MUST DECIDE WHO TO TALK TO:



PLATFORMS 2



1. Who am I2. What are my goals with this

specific SM platform. 3. How do I want to build an

audience4. What do I expect from my

audience5. What is a realistic amount of

followers

IMPORTANT QUESTIONS TO ASK BEFORE EMBARKING ON THE JOURNEY



1. Every platform attracts a different audience …

2. … using it to meet different needs3. … with a different persona on each

one4. Cat and dog people5. Ideal: provide fresh value on each

platform6. Tailor-make your message for each

WHO IS MY AUDIENCE ON THEDIFFERENT PLATFORMS



1. 1 /9 people on FB2. Third largest country3. SA: 4.5 mil. (10% of population, 88% of

internet users)4. Overlapping circles of influence . . . 5. Powerful ad mechanism and stats6. Most useful for:

1. Brand communication2. Feedback mechanism3. Market research4. Shopping?

QUICK INTRO: FACEBOOK



1. Publish relevant, useful content2. ENGAGE: Like and comment3. Join and share Facebook events – invite

people too4. Tag friends in photos5. Reply promptly6. Seek out your interest community and

contribute there7. DON’T over-post – 3 max per day8. Monitor, learn by trial and error

BUILDING BRAND PRESENCE



1. SA: 5 million tweets in 3 months2. Personalized information world3. Borderless (no circles)4. Influence and sharing NB5. Can’t over-tweet (if tweets are good!)6. No stats, ad mechanism7. Most useful for:

1. Brand personality2. Pushing info3. Quick and direct communications

QUICK INTRO: TWITTER



1. Retweet relevant, useful content2. Reply promptly3. Twitter events with hashtag4. Use hashtags, @mentions5. Participate in Follow Friday6. Recognise follows7. Be careful not to subtweet8. Seek out the topics/influencers your

market is into, engage with them

BUILDING BRAND PRESENCE



1. 1.1 mil. in SA (11th most popular)2. Online CV’s networking3. Personal brand building4. Professional information resource5. Positioning yourself as expert6. Most useful for:

1. B2B networking2. Recruitment3. Professional knowledge sharing

QUICK INTRO: LinkedIn



1. Massive, but not comparable2. Repository of potentially viral

content3. Works with other platforms4. NB: Virality not easy to achieve5. Most useful for:

1. Free hosting of your videos2. Content resource3. Research resource

QUICK INTRO: YouTube



1. Powerful B2B and personal branding tool

2. Influencing how the internet is used

3. Generosity principle: share valuable content and you will gain stature (and clients)

4. Works with other platforms

QUICK INTRO: BLOGS



1. SA – 4000 and growing fast2. New and untried3. Borderless and fairly chaotic4. Visual and effortless5. Huge potential for visual, luxury

brands6. Most useful for:

1. Collecting your images2. Making a brand mood board3. Online catalogue (no prices!)

QUICK INTRO: PINTEREST



1. Be realistic in your expectations2. Be a nerd – constantly measure, adapt3. Be a person, not a company4. Be generous – its about sharing, helping5. Be agile and opportunistic – seize the moment

DO’S



1. Be smug and self-obsessed2. Spam3. Try to dominate conversations4. Over-share (keep it professional)5. Get defensive!6. Talk too much, don’t be too quiet

DON’TS



15 min



PRACTICAL

3



1. Engaging2. On-brand3. Short (250 word max)4. Call to action5. Link or picture?6. Get the timing right7. EDIT!

8. Play with the tools: polls, events, tabs and apps

A WINNING FACEBOOK POST



1. Engaging2. On-brand3. Use a hashtag4. Include someone with @-mention

1. It’s like putting extra hooks on your fishing line

5. Shorten links

6. Tip: monitor mentions of your brand or related keywords1. Tweetdeck, Hootsuite

A WINNING TWEET



1. Tell each other about your brand – use your notes2. Tell your audience about a Robertson Slow offering3. Now write a Facebook post and a tweet promoting

this offering4. Pass it on one more time to the next person – who will try

and improve on it.

Use your checklist.If you can fill in the characteristics of your FB and TW audiences.

3 X 5 MINUTE GAME



Expose yourself:1. Act like a person… not like a brand2. Express personality3. Be personable without being too personal

BRAND STRATEGY



TAKE NOTE!



Yes!1. ‘Democratic’ medium2. Cost effective and

versatile3. Technically

approachable4. Most people can do it

IS IT EASY?

No1. Dark side of virality –

reputation risk2. Costs time and skill3. Constantly evolving,

challenging4. Few people can do it well



ITS CALLED SOCIAL MEDIA

Remember people engage with brands when they forget

that they are brands and experience them like people.

Behave like the kind of person that would be likable and

memorable in a social situation.



FIRST IMPRESSIONSMake it work for you.



1. Business pages v. personal pages v. groups2. Engagement – calls to action3. Other brands using your platform?4. Consistency between platforms5. Mirroring platforms?6. Visuals!7. Put some thought into your content strategy

PRACTICAL FEEDBACK



1. Churn2. Engagement3. Demographics4. Ads

MEASUREMENT



1. How do we use this resource?2. Powerful resource3. Gathering place for personalities (brands)4. Keep it outroverted – its not a community chat5. Festivals

RWV PAGE



Social Media Training Tourism Wine Industry

Business

social media reallybefore

social brandstrategywho

short history of social

small events introduction

design marketing

digital development

fulltime team membernot

tv specialising