SocialMediaforWineries…Yourhow-toguideforthe#InstaTweetingFaceSnap

MerlotMikeTheVineyard&BreweryatHersheyMike@VineyardAtHershey.com

@Merlot_Mike

WhoIsThisFriggin’Guy?-MerlotMike– Owner,TheVineyard&BreweryatHershey

-Backgroundinmarketingandsocialmedia

-OpenedTheVineyard&BreweryatHersheyin2012

-Builttheoperationentirelythroughsocialmediaefforts

-DrivesThe#MerlotMobile

ProofThatIAmWhoISayIAm…

ProofThatIAmWhoISayIAm…

ProofThatIAmWhoISayIAm…

ProofThatIAmWhoISayIAm…

Ahh!!!SocialMedia– Toohot!LikeUptownFunk…butwithalongershelflife– hallelujah!

Platforms– Differences&CommonPitfalls

#Winningvs.#Fail

SocialMedia101#Winningvs.#EpicFail

Thoseyoungsters…don’tjusthandthemthekeys!-Muchlikeyour16yearold,theymayhavebettervisionphysically,butdotheyhavetheexperience?-Yourbrand,your“voice,”yourpresenceareatstake.

#Winningvs.#EpicFailDoyourresearch

Theplatforms:-Knowwhoisusingthemandhowthey areusingthembeforeyouusethemyourself

Platforms– TheBigGuys

#TheTwitter-Conversation/discussion,events,breakingnews,trendingtopicsand‘chats,e.g.#WineWednesday.

Platforms– TheBigGuys

Facebook-Highengagementtodrivetraffictoyourwebsiteandcultivateconversation.-Goodforspecific“calltoaction.”-Growing“older”audience(i.e.income).-Don’tfallintothe“boost”pitfall.Readyouranalyitics!

Platforms– TheBigGuys

Instagram-Visualextensionofyourdestinationorwinery.-Brandawareness,less“calltoaction.”-Growing“older”audience(i.e.income).-WatchwhereyourFacebookdollarsaregoing…guesswhoownsInstagram!

Platforms– TheBigGuys

YouTube-Wideraudienceforyourvideos.-Warehouseforvideocontent.-Usetagstoincreasevisibility.

Platforms– TheBigGuys

Snapchat-Youngeraudience,butfastestgrowing.-Notjustfornaughtypicturesanymore!-Photoandshortvideodriven.-Geofences andfilters.

KeepYourEyesOpenEmerging&alternativeplatforms:

-Untappd:showoffyourbeerknowledge&expertise.Businessownerscanbe“found”bytourists.Tieintosocialmediachannelsandbuildyourfollowing.-Periscope:coverliveevents&offersneakpeeks.WeighTwitterandFacebookLive.-Google+:goodforsearchdiscovery.-Pinterest:likeonlinescrapbooks.Greatforcraftandrecipeideasusingyourproducts.-Tumblr:miniversionofyourblog–findaspecific,uniqueangle.-Newonescomealongallthetime.

OverwhelmedYet?-Thesocialmedialandscapeisdiverseanditchanges…fast.-Thisyear’sSnapchatislastyear’sInstagram,whichwasFacebook5yearsago,whichwasreallyMySpace 15yearsago,whichwasAOLInstantMessengerbeforethat.

-Youcan’tbeeverywhereatonce.Justfocusonmaximumengagementonwhatmakessenseforyouforbestresults.

SuccessinPosting

Planastrategicpostingschedule:-Postregularlyanddailyifpossible…butfocusonqualityovercontent.

-AlwaysQualityoverQuantity.-OnFacebook,thesweetspotisabout2x/day.Oratleast5x/week.-OnTwitter,somewherebetween3-5xperday.-OnInstagram,1x/day.-Theanalyticswilltellyouwhenyouraudienceismostactiveonsomeplatforms.Postaccordingly.

SuccessinPostingMaximizingVisibility:

-Visuals:Images,video,gifs,etc.=higherengagement.-Askquestions:e.g.“Whatareyoudrinkingtonight?”-Linktoyourblog,relevantarticlesorothercontent.-Respondtopeople&acknowledgeyourfans/followers.Engage.-Diversifyhowyoudistributeasinglepieceofcontentacrossplatforms.Rememberyouranalytics.-Don’tjustself-promote;beopentodiscussion.-Don’tbeatroll.-Personalizeyourbusiness.Peoplewilldevelopanemotionalconnectionwithyou.-Betransparent!Ifyoumakeamistake,beopen,honestandforthcoming.Haveatruthfulconversationwithyourfollowers/customers.Itworks!

-ExamplefromAugustevent.

Tag…You’reIt!Dotag,mention&hashtag.Thistranslatestosharing,visibilityandengagement:

-DomentionothersonTwitter,Facebook,Instagram,andbesuretotagthem.-Doleveragepopular/trendingtopicsorhashtagsonTwitter&Instagram.

-SuperBowlexample.

Keepin’itFreshDodesignacontentcalendar:

-Planaheadtoavoidhiccupsinyourcontent.-Takeadvantageofexistingweeklytrends,e.g.ThirstyThursdayorFlashbackFriday.-Keepupwithrelevantholidays,like“DrinkLocalWineWeek.”-Planyoureventcalendarinadvanceandpromoteaccordinglyusingyouranalyticstoschedule.

Don’tBeaTool…ButUseThem

Dousetoolstomakemanagingsocialmediaeasier:

-Buffer’soptimaltimingtool.-SchedulingtoolslikeTweetdeck,HootsuiteorBuffer.-HootsuiteandTweetdeck arealsogoodoptionsforlisteningtools.-GoogleDocstocreateaverybasiccontentcalendar.-InsightsonFacebookandAnalyticsonTwitter.-Bitly asasomewhatreliablewaytotrackclicks.-Storify canhelpyouaggregateallthecontentyou’vesharedonatopic.-IFTTTorZapstoautomatewherenecessary.-Followerwonk togrow,analyzeyouraudienceandwhoyoufollow.-Crowdfire toshowyouthosewhounfollow– lookattrends/times.

Who’sDoingitWell?

That’sUptoYou!-Knowyourcompetition.-Researchotherstylesandbrandsthatyoucanrelateto.-Bededicatedtotheeffortsandhaveconsistencyinyourstyle…notdifferentvoices.

MostImportantly…

JustBeYou!-Therearetonsandtonsofwineries.-Whatisitthatmakesyoursunique?Showcasethat!

MerlotMikeTheVineyard&BreweryatHersheyMike@VineyardAtHershey.com

@Merlot_Mike