I was asked to present to a group of winery C-level about why they should care about Social Media marketing, and answer: "What are the three most important lessons you’ve learned about how the use of social media can boost the success of businesses in the wine industry?" and "What new trends and tools do you think will make a difference in your social media strategy in the future?"

1. Successful Social
Media!
Susan DeMatei
WineGlass Marketing
www.wineglassmarketing.com

2. Susan
DeMatei
WineGlass
Marke-ng
707-­‐225-­‐7178
@sdematei
n
facebook.com/wineglassmarkeAng
susan@wineglassmarkeAng.com

3. Questions Posed:!
• What are the three most important
lessons you’ve learned about how the
use of social media can boost the
success of businesses in the wine
industry?
• What new trends and tools do you
think will make a difference in your
social media strategy in the future?
3

4. 4
5 Tips for
Successful Social
Media!
1. Choose the Right Channel

5. 5

6. Implementation
considerations!
It would be nice if we could always do what we want,
but there are always considerations when
implementing tactics, such as:
• Time Management
• How many employees and how much time do you
have to put towards a Social Media Plan
• Content Creation
• What assets do you have to assist you with a Social
Media Plan
• Budget
• What resources do you have to spend on Social
Media content creation?
6

7. Time Investment!
7
Can be
scheduled in
1 hour/week
Devoted
person
on staff
It’s in
someone’s job
description to create,
or at least manage
Can be
coordinated
with many
team members
Set Up &
Check in
infrequently
Easiest to be outsourced Requires the most
analytics

8. Physical Assets
! Professional
photography
! Editable semi-
professional videos
! Access to back-end of
website to post videos
and pictures
! Blog area on website
Available Assets
! A tasting room
! A beautiful location
! An outgoing
winemaker,
owner or spokesperson
! Budget to hire
photographer or
videographer
or writer (see next
section)
8
Content Creation
Demands!

9. 9
I can get
a couple
hundred
$10k +I can get
a couple
thousand
What
budget?
Budget Demands!

10. 10
5 Tips for
Successful Social
Media!
1. Choose the Right Channel
2. Be Authentic

11. Content from the
Source!
• Calendar and division of
responsibilities
• One person collates and manages
posts for consistency of voice and
timeline
• Have a Social
Media clause
in your HR
documents 11

12. 12
5 Tips for
Successful Social
Media!
1. Choose the Right Channel
2. Be Authentic
3. Provide Value

13. 13
You May not be as fabulous as
you think you are (!)!

14. Content that
Provides Value!
• Recipes
• News
• Tips
• Jokes/Memes
• Insider images or
information
• Choose one things that has nothing to
do with wine and promote it 14
Vs

15. 15
5 Tips for
Successful Social
Media!
1. Choose the Right Channel
2. Be Authentic
3. Provide Value
4. Monitor with Metrics

16. Vanity Metrics!
• Metrics that provide a benchmark, but
mostly just tell you how popular you are
• How many followers you have on Facebook
• How many followers
you have on
Twitter
• Your Klout
score
1/26/2015 VingDirect DTC Conference

17. More insightful Questions
To Be Answered!
• How many people can we connect with via each
channel?
• What is the order from highest to lowest of referrals
to our website or eCommerce?
• What were we most successful
at last year?
• Which posts have generated the
most reaction?
• Which posts have resulted in the
most referrals to website or eCommerce?
• What time of day do we get the greatest response to
Facebook?
• What types of posts get the most liked on Facebook?
• What types of Twitter posts do we get the most
reaction? 17

18. Dig to Find the
Metrics that Matter!
1/26/2015 VingDirect DTC Conference

19. Setting up goals and funnels
gives you the most powerful
metrics – Sales!!
19
l

20. Example of Facebook Post analysis done
using free Facebook data!
• Posts for past 6 months vary but have dropped off
this year
• Primarily photos
• Mix of links and text posts
• Photos are driving virality –
not quantity
20
0%
1%
1%
2%
2%
3%
3%
4%
0
20
40
60
80
100
Photo Link Status
Update
Share
Posts
Virality

21. Most Engagement Tuesday/
Wednesday at the 10am hour!
21

22. At the Very Least…!
• Monthly dashboard, highlighting key
movement
• Quarterly adjustment to posting
strategies, frequency and content
22

23. 23
5 Tips for
Successful Social
Media!
1. Choose the Right Channel
2. Be Authentic
3. Provide Value
4. Monitor with Metrics
5. Continue the Relationship

24. Communication is a
Two Way Channel!
• Acknowledge positive tweets, posts or reviews
• Respond to customer service requests
• Append customer data
24

25. THANK
YOU
Susan
DeMatei
WineGlass
Marke-ng
707-­‐225-­‐7178
@sdematei
n
facebook.com/wineglassmarkeAng
susan@wineglassmarkeAng.com