Using Social Media to Drive Wine Business Growth

January and February 2015

Bruce McGechan, M&P

Agenda

• Social Media 101

• Advanced Social Media Concepts

• Simple Workflow and Content

• Advanced Workflow

• M&P

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What is Social Media?

• We use web and mobile technology (“Media”) to

• Interact with others (“Social”)

• Why? > It’s like VoiceMail

• Social, Mobile, Local Overlap

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Delectable

Vivino

Instagram

Pinterest

Foursquare

Yelp

YouTube

TripAdvisor

Wine Social Media is big

• 73% of core wine drinkers use Facebook

• 24% Twitter

4Source: Wine Market Research Council 2011(US)

Concepts

• Earned vs Owned vs Paid Media

• Facebook Pay to Play

• Value of the Influencer

• To You | About You | With You

• Signal and Context

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Owned, Paid, Earned Media

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Source: titan-seo.com/newsarticles/trifecta.html

The value of social media influencers

Normal Marketing Math

• Customer Value per annum

Social Media Math

• the above PLUS Value of Referrals

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Friends of Friends, & Influencers

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Facebook Users (with an interest in wine)

Winery Fans

Winery Engaged

Fans

Fans’ Friends

InfluentialFan’s Friends

Viral Reach Organic Reach

Facebook becoming Pay to Play

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Facebook

• Facebook’s algorithm is filtering out Page organic posts (except for big brands)

• This means we have to use more “Paid Media” i.e. Facebook ads

Source: www.socialbakers.com/edgerankchecker/blog/2014/04/providing-stats-metrics-to-the-eat24-facebook-discussion/

Amplify content with ads

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Source: Blitzmetrics (left). Photo: keytometals http://www.keytometals.com/page.aspx?ID=CheckArticle&site=kts&NM=109

To You, About You, With You

11Source: VinTank

To You directly tagged

• e.g. a link YourWinery in a post, message @YourWinery etc

About You not tagged

• Brand mentions on Facebook, Twitter, blogs, forums etc

• found via social media monitoring software

With You location tagged

• Tags your location e.g. Facebook Check-In, Twitter location, Instagram location

Signal and Context

• Signal are the social media conversations (tagged or not tagged) about your brand

• Context around that signal is critical

• Not really interested in wine?

• Superfan / customer?

• Premium wine lover?

• Trade, Sommelier, Wine Writer?

• Social media influencer: wine consumer followers?

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Simple Workflow and Content

• Workflow

• Consumer Types

• Content Calendar

• Content

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Simple social media workflow: like/comment/share

• 9am

• Open web browser tabs for Facebook/Twitter/Instagram/Google+ etc

• Like/Favourite a post/tweet if you are tagged (and ReTweet/Share)

• Comment to say thank you etc

• Reply to any questions (or forward to the winemaker etc)

• Hourly (or noon and 3pm)

• Check all social media platforms

• Check Content Calendar and post daily content on each platform

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Consumer Types

• Who’s your target market?

• Experimenter

• Image Oriented

• Conservative

• Basic

• Social

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Source: Johnson and Brewer (2003)

Content Calendar Illustration

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Monday Tuesday Wednesday Thursday Friday Saturday Sunday or Week1,2

Winery x

Vineyard x

Illustration x

Food x

Humour x

Fans x x

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Photos of Cellar Door Customers

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Customer Photos at Events

Asking for Photos

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Asking for and Sharing Fan’s Photos

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Vineyard Photos

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Winery Photos

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Company People

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Animals

Asking Questions

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Pop Quizzes & Competitions

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Food & Drink Recipes

Wine Info

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Influence: Customers Spreading the Word

Advanced Workflow

• Untagged Signal

• Context

• Social Prospecting

• VinTank

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To You, About You, With You

31Source: VinTank

To You directly tagged

• e.g. a link YourWinery in a post, message @YourWinery, on your Page

About You not tagged

• keyword phrases and topics e.g. brand, winemaker, PR

• not tagged in social media; blog posts, forums, tasting notes/reviews

• found via social media monitoring software: like/fav, comment and share

With You location tagged

• found via social media monitoring software with geocoding

• nearby, right now

Native Notification

Not Notified

Not Notified

Signal and Context

• Signal is the social media conversations To You, About You, With You

• To You is an explicit invitation to interact

• About You and With You requires you to make assumptions about whether you should interact

• Assumptions are based off Context

• how much have they talked about wine on social media?

• how many times have they engaged with your brand and was it positive?

• are they nearby now?

• With Context you can judge whether to interact with them despite no explicit invitation

32Source: VinTank

Napa valley example

“Our wine is priced from $40 to $120 per bottle. We

need to identify the consumer who is a candidate for our upscale line, and that is not always so easy to do as they walk through the door.” How does Cornerstone separate jug lovers from those who savor Opus One but would like to find something a little different?

When an Opus One lover is driving, staying or dining nearby, VinTank alerts Cornerstone [Cellars winery]. The winery sends a personalized e-note or text message, inviting the visitor’s party to a private tasting of reserved stock. This is not just geofencing at its best, it’s also a great example of what contextual marketers call Pinpoint Marketing—the ability to avoid noise and send appropriate signals to precisely the prospects you want with a deal they will find attractive.

33Scoble and Israel, “Age of Context” (2013). Chapter 3

Social Prospecting or “Outreach”

• Signal + Context means “the right message, at the right time, in the right place”

• Signal with no Context = high risk of spam

• Check for

• wine vocabulary (varietals, appellations, “wine tours”, “cellar door” etc)

• location, time and date

• bio, job (wealthy or industry)

• previous interaction (segments)

• influencer scores (Kred, VinTank, PeerIndex)…

34Source: VinTank

How VinTank does it: location

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Geocode: • town • subregion • event• airport

recent post

Influencer

Source: VinTank

How VinTank does it: vocabulary

36 Source: VinTank

How VinTank does it: importance

• Automatic: Interactions are broken down, individually scored, and totalled to indicate importance

• This enables you to rank social media users based on inbound and outbound engagement

• Manual: Adding social media users to custom segments makes it easy to know why a person is important.

• Superfan, Top Customer, Sommelier, Wine Buyer, Blogger, Wine Club, Newsletter, Press, Trade, Employee, Partner, Local, Influencer

37Source: VinTank

Before deciding to reach out to a social customer

• Look at Context!

• Be mindful of how your public facing stream looks as you perform outreach.

• For example, you don’t want your public timeline to be filled with repeated outreach attempts using the same call-to-action. Ensure you have balance in your timeline at all times.

• For Twitter, know the difference between starting your tweet with “@“ and any other character

38Source: VinTank

Summary

• Content Calendars and content itself

• Increasingly you amplify with social media advertising

• Importance of Influencer

• Basic Workflows: like/comment/share

• Advanced Workflow: untagged, social prospecting with context

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Convert

Consideration

Discovery

Repeat

Workshops 2015 - Cellar Door Focus

• Social Media (now)

• Wine Clubs, eCommerce, Apps and the Cellar Door: boosting repeat wine purchases (Mar/Apr)

• Increasing Cellar Door Traffic (Apr/May)

• Advertising (Jun/Jul)

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About M&P

• M&P: Wine Specialist Digital Marketing and Ad Agency

• Wine Websites, Wine eCommerce (Blackboxx) & Wine Clubs (Blackboxx)

• Advertising (online, social media and traditional) & Design (logos and labels)

• Social media management software (VinTank) and Mobile Apps

• Marketing Strategy and Cellar Door Strategy

• NZ Exclusive Distributor of VinTank and Blackboxx

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Questions?Contact Details:

Bruce McGechan

Mobile: 021-245-8881

Email: bruce@winemarketingpros.com

Facebook: http://facebook.com/WineMarketingPros

Twitter: @BruceMcGechan

Blog: www.WineMarketingPros.com/blog

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