Wine Social Media: Using Social Media to Drive Winery Business Growth
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Shows specific ways social media can be used to find premium wine consumers and attract them to your cellar door. Starts off with basics wine social media and workflow. Then goes into the latest ways to increase cellar door traffic using geocoding and customer context as seen in Napa valley. This presentation was done in New Zealand by Bruce McGechan in a series of workshops in early 2015. Bruce is a wine digital media expert, the author of "Wine Marketing Online: How to Use the Newest Tools of Marketing to Boost Profits and Build Brands", and heads M&P a specialist wine ad agency.
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Wine Social Media: Using Social Media to Drive Winery Business Growth
- 1. Using Social Media to Drive Wine Business Growth January and February 2015 Bruce McGechan, M&P
- 2. Agenda • Social Media 101 • Advanced Social Media Concepts • Simple Workflow and Content • Advanced Workflow • M&P 2
- 3. What is Social Media? • We use web and mobile technology (“Media”) to • Interact with others (“Social”) • Why? > It’s likeVoiceMail • Social, Mobile, Local Overlap 3 Delectable Vivino Instagram Pinterest Foursquare Yelp YouTube TripAdvisor
- 4. Wine Social Media is big • 73% of core wine drinkers use Facebook • 24% Twitter 4Source: Wine Market Research Council 2011(US)
- 5. Concepts • Earned vs Owned vs Paid Media • Facebook Pay to Play • Value of the Influencer • ToYou | AboutYou | WithYou • Signal and Context 5
- 6. Owned, Paid, Earned Media 6 Source: titan-seo.com/newsarticles/trifecta.html
- 7. The value of social media influencers Normal Marketing Math • CustomerValue per annum Social Media Math • the above PLUS Value of Referrals 7
- 8. Friends of Friends, & Influencers 8 Facebook Users (with an interest in wine) Winery Fans Winery Engaged Fans Fans’ Friends Influential Fan’s Friends Viral Reach Organic Reach
- 9. Facebook becoming Pay to Play 9 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/
- 10. Amplify content with ads 10 Source: Blitzmetrics (left). Photo: keytometals http://www.keytometals.com/page.aspx?ID=CheckArticle&site=kts&NM=109
- 11. ToYou, AboutYou,WithYou 11 Source:VinTank ToYou directly tagged • e.g. a linkYourWinery in a post, message @YourWinery etc AboutYou not tagged • Brand mentions on Facebook,Twitter, blogs, forums etc • found via social media monitoring software WithYou location tagged • Tags your location e.g. Facebook Check-In,Twitter location, Instagram location
- 12. 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? 12
- 13. Simple Workflow and Content • Workflow • Consumer Types • Content Calendar • Content 13
- 14. 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 14
- 15. Consumer Types • Who’s your target market? • Experimenter • Image Oriented • Conservative • Basic • Social 15 Source: Johnson and Brewer (2003)
- 16. Content Calendar Illustration 16 Monday Tuesday Wednesday Thursday Friday Saturday Sunday orWeek1,2 Winery x Vineyard x Illustration x Food x Humour x Fans x x
- 17. 17 Photos of Cellar Door Customers
- 18. 18 Customer Photos at Events
- 20. 20 Asking for and Sharing Fan’s Photos
- 22. 22 Winery Photos
- 24. 24 Animals
- 26. 26 Pop Quizzes & Competitions
- 27. 27 Food & Drink Recipes
- 28. Wine Info 28
- 29. 29 Influence: Customers Spreading the Word
- 30. Advanced Workflow • Untagged Signal • Context • Social Prospecting • VinTank 30
- 31. ToYou, AboutYou,WithYou 31Source:VinTank ToYou directly tagged • e.g. a linkYourWinery in a post, message @YourWinery, on your Page AboutYou 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 WithYou location tagged • found via social media monitoring software with geocoding • nearby, right now Native Notification Not Notified Not Notified
- 32. Signal and Context • Signal is the social media conversations ToYou, AboutYou, WithYou • ToYou is an explicit invitation to interact • AboutYou and WithYou 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
- 33. 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. 33 Scoble and Israel,“Age of Context” (2013). Chapter 3
- 34. 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
- 35. HowVinTank does it: location 35 Geocode: • town • subregion • event • airport recent post Influencer Source:VinTank
- 36. HowVinTank does it: vocabulary 36 Source:VinTank
- 37. HowVinTank 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
- 38. 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
- 39. 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 39
- 40. 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) 40
- 41. 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 41
- 42. 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 42