Case Studies in Social Media that were presented at the 2013 Wine Country Hospitality Symposium

1. 8TH ANNUAL
WINE COUNTRY HOSPITALITY SYMPOSIUM
March 26, 2013
Napa Valley College
@PiazzaMarketing
#WCHS13
www.fb.com/BECatNVC
@winotone
@SocialAndy
@sharayray
@KalaPhilo
8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM
AT NAPA VALLEY COLLEGE

2. KEY STRATEGIES IN SOCIAL MEDIA
FACILITATOR :: HEATHER PIAZZA
PANEL MEMBERS :: JAMES MARSHALL BERRY
ANDREW HEALY
SHANA RAY
KALA PHILO
@PiazzaMarketing
#WCHS13
www.fb.com/BECatNVC
@winotone
@SocialAndy
@sharayray
@KalaPhilo
8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM
AT NAPA VALLEY COLLEGE

3. HEATHER PIAZZA
PRINCIPAL, PIAZZA MARKETING CONCEPTS
MARKETING ADVISOR, NAPA VALLEY COLLEGE
@PIAZZAMARKETING
/PIAZZAMARKETINGCONCEPTS
Facilitator
@PiazzaMarketing
#WCHS13
www.fb.com/BECatNVC
@winotone
@SocialAndy
@sharayray
@KalaPhilo
8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM
AT NAPA VALLEY COLLEGE

4. JAMES MARSHALL BERRY
CEO, WINE & THE WEB
@WINOTONE
/WINEANDTHEWEB
Rules of the Web
@PiazzaMarketing
#WCHS13
www.fb.com/BECatNVC
@winotone
@SocialAndy
@sharayray
@KalaPhilo
8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM
AT NAPA VALLEY COLLEGE

5. How to Make Your Winery Play
with the “Big Boys.”
Walk the walk
Be the ball, Danny
Play on their field
@PiazzaMarketing
#WCHS13
www.fb.com/BECatNVC
@winotone
@SocialAndy
@sharayray
@KalaPhilo
8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM
AT NAPA VALLEY COLLEGE

6. Be Bigger Than You Are.
Social, Social, Social
Target Ads
Targeted Newsletter
Associations & Trade Shows
Showing up is still 90%
@PiazzaMarketing
#WCHS13
www.fb.com/BECatNVC
@winotone
@SocialAndy
@sharayray
@KalaPhilo
8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM
AT NAPA VALLEY COLLEGE

7. @PiazzaMarketing
#WCHS13
www.fb.com/BECatNVC
@winotone
@SocialAndy
@sharayray
@KalaPhilo
8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM
AT NAPA VALLEY COLLEGE

8. @PiazzaMarketing
#WCHS13
www.fb.com/BECatNVC
@winotone
@SocialAndy
@sharayray
@KalaPhilo
8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM
AT NAPA VALLEY COLLEGE

9. @PiazzaMarketing
#WCHS13
www.fb.com/BECatNVC
@winotone
@SocialAndy
@sharayray
@KalaPhilo
8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM
AT NAPA VALLEY COLLEGE

10. ANDREW HEALY
CSO, 3 ROCK MARKETING
@SOCIALANDY
@3ROCKMARKETING
/3ROCKMARKETING
Social Media & Website Case Study
Balloons Above the Valley
@PiazzaMarketing
#WCHS13
www.fb.com/BECatNVC
@winotone
@SocialAndy
@sharayray
@KalaPhilo
8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM
AT NAPA VALLEY COLLEGE

11. The Social Circle.
@PiazzaMarketing
#WCHS13
www.fb.com/BECatNVC
@winotone
@SocialAndy
@sharayray
@KalaPhilo
8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM
AT NAPA VALLEY COLLEGE

12. Starts With Your Website.
@PiazzaMarketing
#WCHS13
www.fb.com/BECatNVC
@winotone
@SocialAndy
@sharayray
@KalaPhilo
8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM
AT NAPA VALLEY COLLEGE

13. Making it New...
@PiazzaMarketing
#WCHS13
www.fb.com/BECatNVC
@winotone
@SocialAndy
@sharayray
@KalaPhilo
8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM
AT NAPA VALLEY COLLEGE

14. Making it Social…
@PiazzaMarketing
#WCHS13
www.fb.com/BECatNVC
@winotone
@SocialAndy
@sharayray
@KalaPhilo
8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM
AT NAPA VALLEY COLLEGE

15. And…
Making
it Mobile.
@PiazzaMarketing
#WCHS13
www.fb.com/BECatNVC
@winotone
@SocialAndy
@sharayray
@KalaPhilo
8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM
AT NAPA VALLEY COLLEGE

16. Great Video…Everywhere.
http://youtu.be/wuLX-nYf0K8
@PiazzaMarketing
#WCHS13
www.fb.com/BECatNVC
@winotone
@SocialAndy
@sharayray
@KalaPhilo
8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM
AT NAPA VALLEY COLLEGE

17. Drive People to What You’ve Created.
@PiazzaMarketing
#WCHS13
www.fb.com/BECatNVC
@winotone
@SocialAndy
@sharayray
@KalaPhilo
8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM
AT NAPA VALLEY COLLEGE

18. SHANA RAY
CONTENT DIRECTOR & MARKETING STRATEGIST
@SHARAYRAY
/SHANA.RAY
Social Influence
Make a Stand Lemon-Aid Case Study
@PiazzaMarketing
#WCHS13
www.fb.com/BECatNVC
@winotone
@SocialAndy
@sharayray
@sharayray
@KalaPhilo
8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM
AT NAPA VALLEY COLLEGE

19. @VivienneHarr
@PiazzaMarketing
#WCHS13
www.fb.com/BECatNVC
@winotone
@SocialAndy
@sharayray
@sharayray
@KalaPhilo
8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM
AT NAPA VALLEY COLLEGE

20. Make a Stand Lemon-aid.
@PiazzaMarketing
#WCHS13
www.fb.com/BECatNVC
@winotone
@SocialAndy
@sharayray
@sharayray
@KalaPhilo
8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM
AT NAPA VALLEY COLLEGE

21. Make a Stand’s
Start.
One girl
One lemonade stand &
One Twitter account
Words by her,
typing by her dad.
@PiazzaMarketing
#WCHS13
www.fb.com/BECatNVC
@winotone
@SocialAndy
@sharayray
@sharayray
@KalaPhilo
8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM
AT NAPA VALLEY COLLEGE

22. Make a Stand’s
Mission.
To end child slavery in
our lifetime –
one bottle at a time.
@PiazzaMarketing
#WCHS13
www.fb.com/BECatNVC
@winotone
@SocialAndy
@sharayray
@sharayray
@KalaPhilo
8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM
AT NAPA VALLEY COLLEGE

23. Lessons Learned.
• Invest in social influence programs.
– Relationships take time to build.
• Don’t ignore social influencers.
– They can become your biggest brand advocates.
– Show respect to influencers & they will respect your brand.
• Engage with social influencers early & often.
– They have the power to make or break campaigns.
• Test brand messages with them pre-launch & carefully monitor their
feedback during the duration of the campaign.
@PiazzaMarketing
#WCHS13
www.fb.com/BECatNVC
@winotone
@SocialAndy
@sharayray
@sharayray
@KalaPhilo
8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM
AT NAPA VALLEY COLLEGE

24. Important Tips.
• Use services like
Twellow & Listorious to
search for Twitter
influencers in your
target.
• Create Twitter lists of
influencers.
• Create a spreadsheet to
track conversations.
@PiazzaMarketing
#WCHS13
www.fb.com/BECatNVC
@winotone
@SocialAndy
@sharayray
@sharayray
@KalaPhilo
8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM
AT NAPA VALLEY COLLEGE

25. @PiazzaMarketing
#WCHS13
www.fb.com/BECatNVC
@winotone
@SocialAndy
@sharayray
@sharayray
@KalaPhilo
8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM
AT NAPA VALLEY COLLEGE

26. KALA PHILO
FOUNDER, SPACIOUS ECONOMY MEDIA
@KALAPHILO
@FARMSHORTS
/SPACIOUSECONOMY
/FARMSHORTS
Video & the Web
@PiazzaMarketing
#WCHS13
www.fb.com/BECatNVC
@winotone
@SocialAndy
@sharayray
@KalaPhilo
@KalaPhilo
8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM
AT NAPA VALLEY COLLEGE

27. What Businesses
Don’t Really Need Video?
• B2B with in a competitive landscape where
there is a shortage of what you offer.
– Example: a Marin County organic dairy.
• You are the only game in town - no one else is
like you, differentiating is not important.
– Example: Flagship historic lodges in national parks.
@PiazzaMarketing
#WCHS13
www.fb.com/BECatNVC
@winotone
@SocialAndy
@sharayray
@KalaPhilo
@KalaPhilo
8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM
AT NAPA VALLEY COLLEGE

28. Video Goodness.
Good video…
• Differentiates your business
• Creates a connection
• Results in deeper
engagement with your
audience
• Can have better ROI relative
to print
• Video improves website
performance & findability
@PiazzaMarketing
#WCHS13
www.fb.com/BECatNVC
@winotone
@SocialAndy
@sharayray
@KalaPhilo
@KalaPhilo
8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM
AT NAPA VALLEY COLLEGE

29. A Good Sticky Marketing Video is...
•
•
•
•
•
•
•
Short
Engaging
Story-driven
Audience-focused
Aligned with brand
Professionally produced
Properly positioned in
context of website
@PiazzaMarketing
#WCHS13
www.fb.com/BECatNVC
@winotone
@SocialAndy
@sharayray
@KalaPhilo
@KalaPhilo
8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM
AT NAPA VALLEY COLLEGE

30. Lights, Camera, Action!
Pre-Production Process: What to Expect.
• Pre-production
• Shoot day
• Post
• Distribution,
performance,
analytics
@PiazzaMarketing
#WCHS13
www.fb.com/BECatNVC
@winotone
&
@SocialAndy
@sharayray
@KalaPhilo
@KalaPhilo
8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM
AT NAPA VALLEY COLLEGE

31. @PiazzaMarketing
#WCHS13
www.fb.com/BECatNVC
@winotone
@SocialAndy
@sharayray
@KalaPhilo
@KalaPhilo
8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM
AT NAPA VALLEY COLLEGE

32. QUESTION &
ANSWER SESSION
@PiazzaMarketing
#WCHS13
www.fb.com/BECatNVC
@winotone
@SocialAndy
@sharayray
@KalaPhilo
8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUM
AT NAPA VALLEY COLLEGE