Social Media for wineries outlines the possibilities and the framework for building a social media strategy. This event was held 4/26/2010

1. Social Media For Wineries

2. A Little History History is who we are and why we are the way we are. -David C. McCullough

3. First…There Was The Internet 27 Years, 3 Months, 3 Days old 1,802,330,457 Users 259,561,000 Users in North America 76.2% of the North American Population

4. Second…There Was Search 34,000 Searches Per Second 75% of Internet Users Search Before They Buy Less Than 13% Visit Page 2 11 Years Old

5. Third…There is The Social Web 60% of Americans Use social media 89% of Women Use social media 5 Hours 35 Minutes: Time Spent on Social Networks Per Month Most Trafficked Website Category on the Internet

6. 105,779,710 Registered Users 300,000 More Users Added Every Day 600 Million Search Queries Per Day Conversations Show In Google and Bing Conversationally Targeted Advertising

7. Twitter – The Conversation Customer Service Industry/Topic News Message Broadcast Brand Monitoring

8. 100,000,000 Active Users Last Year 400,000,000+ Active Users This Year (and it’s speeding up) Very Business Friendly Highly Targeted Advertising Network Integrated Website Tools

9. Facebook – The Social Graph Relevance

10. Relevance Example Not Logged In Logged In Not Logged In Logged In

11. Sooooo…The More Fans The Better

12. Where Do I Start?

13. In Summary The Internet is Huge Search is Becoming Less Relevant Your Friend’s Opinion Has High Relevance Facebook is Bringing Meaning to Activities Facebook Will Own Web Traffic

14. Challenge and SM Solution Flat demand Make your wine simple through education 75% of U.S. wine made by 8 vineyards Find your specialty and focus your brand! Limited shelf space Groundswell through direct requests Complex ratings People rate your wine

15. Questions?

16. Social Media for Wineries What I think I know about you: You are extremely busy and have limited time to commit to social media marketing. You are overwhelmed with the amount of information available about social media. You’re not sure where to start or how to move forward with a social media plan. You feel you NEED to be doing some sort of social media marketing. You’re not really sure what to blog about. You don’t know where to focus your time to get the most out of your efforts. How I can help: Provide a brief outline or structure for building effective social media campaigns. Explain the importance of a blog and how to approach content. Provide 10 ACTIONABLE tips that you can work on after the event. Bonfire Social Media bonfiresocialmedia.com lpeyton@bonfiresmm.com | 503.477.9635

18. Needs/Wants

20. Facebook

21. Twitter

22. LinkedIn

23. FoursquareQuantifiable goals and success metrics that impact your bottom line. “It’s easy to focus on the tools, but without an understanding of the audience and their behavior, you can’t design a strategy or begin to think tactically.” – Page Sands, R2integrated Bonfire Social Media bonfiresocialmedia.com lpeyton@bonfiresmm.com | 503.477.9635

24. Social Media for Wineries What is a blog? BLOG = WEBSITE Outdated Webster’s Definition - a web site that contains an online personal journal with reflections, comments, and often hyperlinks provided by the writer. Wikipedia - A blog is a type of website with regular entries of commentary, descriptions of events, or other material such as graphics or video. Pages, posts, comments, images, videos, music, and audio or podcasts. Bonfire Social Media bonfiresocialmedia.com lpeyton@bonfiresmm.com | 503.477.9635

26. Provides platform to dialog with your customers.

27. Share your knowledge and expertise.

28. Provides value-added services for customers, via events calendars, product reviews, photo-sharing, etc.

29. Creates an online community.

30. Very affordable; most blogging platforms are free.

31. Easy content management system.Bonfire Social Media bonfiresocialmedia.com lpeyton@bonfiresmm.com | 503.477.9635

33. Recipes

34. Reviews

35. Event photos

36. Monthly specials

37. Interviews with winemakers

38. Industry news

39. Question/Answer columnBonfire Social Media bonfiresocialmedia.com lpeyton@bonfiresmm.com | 503.477.9635

40. Social Media for Wineries Attracting Visitors ‘Build it and they will come’ motto DOES NOT APPLY! Current Customers: Promote blog to current client base. Offer valuable content that keeps them coming back. Monthly or weekly top 10 lists, etc. RSS Syndication: Use Feedburner’s tools to Publicize (PingShot, Email Subscriptions), Optimize (SmartFeed) and perhaps Monetize (AdSense) your feed. Social Media: Integrate your blog with Twitter (Twitterfeed, Hootsuite), Facebook, LinkedIn. Add your blog’s feed to your profile or page. Add a link to your social media profiles in the sidebar of your blog. Social Bookmarking: Share your published content via Reddit, Digg, Delicious, StumbleUpon etc. (Onlywire.com) Search Engines: Optimized posts are quickly indexed by Google, eventually providing targeted traffic to your blog/website. Bonfire Social Media bonfiresocialmedia.com lpeyton@bonfiresmm.com | 503.477.9635

41. Social Media for Wineries Top 10 Action Items 1) Create measurable campaign goals and use Google Analytics to help track results. 2) Know the value of your fans - how much are they worth to your bottom line? (http://blog.wildfireapp.com/2010/04/19/the-value-of-a-facebook-fan) 3) Integrate social media links on primary website. 4) Always host blog on own domain and use keywords in titles, categories, etc. 5) Print cards/signs with FB and Twitter addresses and place prominently at your physical location. 6) What do you want your fans to do? Create Fan Page around actions – email sign-up, solicit comments, visit website, attend an event - and then make that action as easy as possible. 7) Reward fans with exclusive deals and previews of new products. Let them own the brand. 8) Allow fans to post on your wall, comment on your blog and develop a culture that nurtures an inclusive and open community. 9) Customize Facebook URL – Facebook.com/companyname. http://www.facebook.com/username/ 10) Create Facebook ad. Bonfire Social Media bonfiresocialmedia.com lpeyton@bonfiresmm.com | 503.477.9635

42. Social Media for Wineries Questions/Examples Sokol Blosser Blog: http://sokolblosser.com/blog/ Good: Updated frequently, recent post, fun images Areas of opportunity: newsletter signup, buy online, club memberships, special events, April buy special, keywords in categories, no social media integration http://jasonswineblog.com/ Julie Heinemann asks: How can I tie it in to revenue? Report on the success, to justify the time spent. Please explain business use of personal pages and business, how are they related? I heard your supposed to start with a personal page then build a business page, is that right? Bonfire Social Media bonfiresocialmedia.com lpeyton@bonfiresmm.com | 503.477.9635

43. Social Media for Wineries Questions? Bonfire Social Media bonfiresocialmedia.com lpeyton@bonfiresmm.com | 503.477.9635