+

Social Media Marketing for the Wine Industry Presented for the Silicon Valley Business Journal in San Jose, CA| July 17th, 2013

+

About the Presenter Founder and Principal at Earthsite, a digital media agency for sustainable brands.

Learn more at JoeyShepp.com

+Road Map

!  Social Media Overview

!  Wine Marketing Strategies

!  Wine Industry Case Studies and Resources

!  Specific Social Network Strategies (Time Permitting)

Ask Questions Anytime!

+What is Social Media Marketing?

+Social Media Marketing, Defined

!  Social media marketing is building a social network of fans, followers and connections using relevant and interesting content that allows businesses to reach and engage more people and drive more sales.

+Social Media Marketing is Story Telling

! Consumers expect more than just a product or service, they want a story to engage with.

! What is your brand’s story? How can you make storytelling a practice?

49% of American wineries have a dedicated marketing manager who creates and publishes content on social networks.

+Social Media Marketing is Getting People to Talk about your Brand

! The number one reason people buy wine is based on recommendation.

! Professional critics no longer rule wine popularity

+The New Media Model

+Wine Marketing Strategies

+Wine Industry Slow to Adopt Social Media ! The wine industry has

been one of the slowest industries to adopt internet-based technologies

! Big opportunity for Wine brands to engage directly with those who drink the wine

! Relationships sell wine

+Wine is a Fragmented Market

!  130,000 domestic & imported wines introduced each year!

!  A market that is incredibly fragmented

!  Difficult to develop brand loyalty

+Building Buzz for your Wine Brand

Your Wine Brand

Power Groups • Wine Spectator • Wines and Vines • Wine Enthusiast Magazine

New Media Influencers • Gary Vaynerchuk • Robert Parker • 1 Wine Dude

Owned Media • Website/Blog • Facebook • Twitter • Etc.

Wine-Specific Social Networks • Snooth • Wine 2.0

Viral Content • Humor • Stories • Photos/Videos

Onsite Visitors • Wine Tourism • Social Media Subscribers

• Incentives to Join

+Develop a Content Strategy

! Predefine Topics

! Content Schedule

! Designate Content Producers

! Cross-Network Posting

! Get comfortable with transparency

+Develop a Social Media Policy

!  Define your Brand tone and voice !  What to talk about

!  What not to talk about

!  What to do when negative comments arise !  Who to alert when certain

issues come up

!  Ultimately, a training guide for new managers to ensure the brand voice stays consistent

+Wine Industry Specific Strategies

!  Winery Tourism !  Relive/share the experience

on social media !  Ongoing brand relationship

!  Experiential Content !  Content that reminds people

of a positive memory !  Video/photo !  Encourage story sharing

!  Virtual Experience !  Webcast tastings, Q/A !  Video reuse in Social Media

+Common Questions

! What should you measure? !  Community: Fans/Followers/Subscribers

!  Engagement: Likes/Retweets/Shares

! What is the right ratio of activity to fans? !  Depends on specific social network: Twitter more frequent, Facebook

more quality.

!  Generally, the more the better, so long as they are quality

!  See competitors for baseline

+Social Media Return on Investment

!  Expect 6-12 months to see an impact on sales

!  Allow time to grow your network… like growing a vineyard, you must allow the the vines to grow before you can expect to get fruit.

!  Think of building “Social Currency” … the more good will you generate with fan, the more likely they will share your product.

+Measuring Social Media ROI !  Online Purchases

!  Relatively easy to track marketing sources to purchases and correlate which efforts are selling the most wine.

!  Offline Purchases !  Retail is much harder to track !  Use a “baseline” method

where you check sales before and after social media campaigns

!  Use VinTank to compare your social media stats with compeditors

!  Use physical coupons that can be tracked offline

+Common Concerns

!  Negative Feedback / Complaints !  Respond quickly !  Respond privately for

charged issues !  Seek to satisfy and

delight, not defend

!  Time to Manage Social Media !  15 minutes a day after

setup !  …But must stay consistent

+Social Media Don’ts

! Don’t pitch, overtly self-promote or offer incentives to get reviews or sharing

! Avoid sharing personal information about politics, religion or other heated subjects

+Wine Industry Social Media Case Studies and Resources

+WineLibrary.tv – Changing the Wine World

!  Gary Vaynerchuk, author and public speaker drives social media.

!  Launched February of 2006

!  Regular video series, 1000+ episodes

!  135,000 Fans on Facebook

!  991,000 Followers on Twitter

+WineLibrary.com

!  Super wine shopping website

!  Delivered to your door

!  Extensive selection, lots of “deals”

!  Known for excellent customer service

!  Uses WineLibrary.TV as a marketing vehicle

+Cork’d: Social Network for Wine Lovers and Wineries, Acquired

!  Launched in February 2006

!  Acquired by WineLibrary.TV in May of 2007

!  User generated content

!  Ad revenue model

!  2,000+ new users per month

!  2,000+ reviews per month

+Vintank – Powering Social Intelligence for the Wine Industry

!  The Wine Industry’s best tool for connecting your customers within the social ecosphere

!  1 million wine-related conversations tracked per day

!  Brand mentions, customer profiles, top customers

!  Context to commerce, timing/customer match, waiting for the right signal, then taking action

!  $35-$150/month

+Winery Social Index – Top 50

+Sample: Bonny Doon Vineyard

+Klout – Top Wine Influencers

+Snooth.com – Drink Better Wines

!  Focused on the shopping experience, allowing users to compare prices across merchants.

!  Facebook integration in 2012 allows wine tasking review to be posted on personal timelines

!  28,000 Facebook Likes

!  12,000 Followers on Twitter

!  328 on Google+

+Wine-Searcher.com – Price Comparison

!  The Wine-Searcher search engine lists 5,468,814 wines and prices from 37,883 merchants around the world

!  Wine retailers can include their price lists for free

!  Pro Version

!  Access to complete, current and historical data

!  $39/year

+CellarTracker.com – Inventory Management Gone Social

!  Focused on inventory management, with integrated professional wine reviews with personal inventory and premium service offering automatic inventory valuation.

!  Launched 2004

!  Popular Wines

!  Tasting Notes by Users

+VinCellar (Powered by VinFolio)

!  Online wine cellar management system

!  An active online community

!  Tasting notes and reviews

!  Seamless integration with Vinfolio, online store and marketplace

!  Mobile App for Price Checking

+Adegga – Social Wine Discovery

!  Track your favorite wines and get recommendations from people you know.

!  Organize your wines – track the wines you taste, make a wish list or organize your home cellar.

!  International focus

!  4,100 Likes on Facebook

!  2,840 Follows on Twitter

+BottleNotes – Good People. Great Wine.

!  Bottlenotes is the premier online wine community, where wine enthusiasts come to learn about wine, share wine tasting notes, and buy great boutique and estate wines from around the world.

!  Wine Clubs, Gifts and Registries

!  Track Wine in “My Wine Cellar”

!  The Daily Sip Email Newsletter

!  167,000 Fans on Facebook

!  11,600 Followers on Twitter

+Using Social Media to Promote an Underdog Wine !  Pacific Rim decided to buck traditional wine

industry marketing tactics and go after that group, investing nearly $10,000 in a social media campaign to establish its niche.

!  “We wanted to turn passive wine drinkers into riesling zealots”

!  Campaign components !  Custom website:

http://www.rieslingrules.com/

!  Created and published the “Riesling Rules Book,” gave away 65,000 e-book copies

!  Facebook Page Pacific Rim Riesling Rules !  Catchy videos and calendar cube

giveaways for liking page, 11k fans in first two weeks

!  $1,000 Contest, 15k fans in 10 weeks

!  Results

!  30,000 Facebook Fans today

!  Selling 200,000 cases of wine a year !  Total Campaign Budget: $10,000

CASE STUDY: Pacific Rim in Portland, Oregon

+Specialized Marketing Firms for Wine and Food

Able Social - NY Grow Creative - Portland

+SF Bay Area Wine Marketing Firms

!  Jean Arnold / Founder, Jean Arnold Group, President, Hanzell Vineyards, 103 E. Napa St., Ste. C, Sonoma 95476; 707-935-7020; www.jeanarnoldgroup.com

!  Veronica Barclay / Owner, Barclay & Company, P.O. Box 71, St. Helena 94574; 707-963-3185; www.barclayandco.com

!  Jeremy Benson / President, Benson Marketing Group, 2700 Napa Valley Corporate Drive, Ste. H, Napa 94558; 707-254-9292; www.bensonmarketing.com

!  David Biggar / Managing Director, Vintage Point, 564 Broadway, Sonoma 95476; 707-939-6766; www.vintagepoint.com

!  Barbara Bowman and Jan Mettler / Partners, Boss Dog Marketing, P.O. Box 1494, Healdsburg 95448; 707-433-8484

!  Elizabeth Candelario / Director of Consumer Sales & Marketing, Chateau Montelena, 1429 Tubbs Lane, Calistoga 94515; 707-942-5105; www.montelena.com

!  John Gillespie / Partner, Wine Colleagues, P.O. Box 536, St. Helena 94574; 707-963-9009; www.winecolleagues.com

!  Mark Feinberg / Vice President of Marketing, White Rocket Wine Co., 455 Devlin Road, Ste. 210, Napa 94558; 707-254-4811

!  Dan Leese / President and partner, 585 Wine Partners, 585 W. First St., Sonoma 95476; 707-933-2640; www.585winepartners.com

!  Christopher Lynch / Chief Marketing Officer, Beam Wine Estates, 375 Healdsburg Ave., Second Floor, Healdsburg 95448; 707-433-8268; www.beamwineestates.com

!  Mike Lynch and Jean Jacoté / Partners, Big Bang Communications, 10 Brookside Drive, San Anselmo 94960; 415-250-2373; www.bigbangcommunications.com

!  Christine Martin / Owner, Firefly Creative Co., 432 Center St., Ste. A, Healdsburg 95448; 707-433-6044; www.fireflycompany.com

!  Michael Merriman / Owner, Paladin Wine Marketing, 2081

Cuttings Wharf Road, Napa 94559; 707-253-9065; www.paladinwine.net

!  Paul Novak / Owner, Novak & Associates, 3448 Young Ave., Napa 94558; 707-246-3060;

!  Jim Razzino / Weibel Family Wine Group, P.O. Box 87, Woodbridge 95258; 800-932-9463; www.weibel.com

!  Gib Rockwood / Senior Vice President of Marketing, Wilson Daniels Ltd., 1201 Dowdell Lane, St. Helena 94574; 707-963-9661; www.wilsondaniels.com

!  Craig Root / Owner, Craig Root & Associates, 10 Upland Road, St. Helena, CA 94574; 707-963-7589; www.craigroot.com

!  Don Sebastiani Jr. / Director of Marketing, Don Sebastiani & Sons, P.O. Box 1248, Sonoma 95476; 707-933-1704; www.donandsons.com

!  Jay Schuppert / President, Director of Marketing & Sales, Cuvaison Estate Wines, 4550 Silverado Trail North, Calistoga 94515; 707-942-6266; www.cuvaison.com

!  Elaine Smith / Wine marketing consultant and owner, Wine Savvy, 2924 Marty Way, Sacramento 95818; 916-444-1909; www.winesavvyconsulting.com

!  John Stallcup / Principal, Stallcup & Associates, 3513 Foxridge Court, Napa 94558; 707-252-7340

!  Neil Tallantire / Senior Vice President of Marketing, Diageo Chateau & Estates Wines, 240 Gateway Road West, Napa 94558; 707-299-2600; www.diageowines.com

!  Paul and Jennifer Tincknell / Partners, Tincknell & Tincknell, P.O. Box 1879, Healdsburg, CA 95448; 707-433-3671; www.marketingwine.com

!  Dan Wildermuth / Vice President of Marketing, Rodney Strong Vineyards, 11455 Old Redwood Highway, Healdsburg 95448; 707-433-6521; www.rodneystrong.com

+Social Media Jobs in Wine

!  14 Jobs Listed Currently on WineJobs.com relating to “Social Media”

+Social Media Recommended Tools & Tips

+Facebook Stats 2012

!  Over 1 billion users

!  71% of US Population is using Facebook

!  40% of Facebook users are age 35 and older

!  Wineries on Facebook

!  94% of U.S. Wineries Are On Facebook (73% on Twitter)

!  47% of US wineries said that Facebook helps them generate sales (72% sell wine on their website)

+Facebook Page Strategy

!  A “Page” is different than a personal profile

!  Graphic Setup

!  Content Production

!  Apps (i.e. Contests)

!  Wildfire

!  Social Candy

!  Insights (Stats)

+Facebook Content Examples

!  Questions: Polls and surveys

!  Event homepages and registration pages

!  Archived email marketing newsletters

!  Links to Blogs (yours and others’)

!  Links to Websites (yours, and others in your area of expertise)

!  Relevant videos, photos and podcasts

+Twitter – Pulse of the Planet !  Short Format Blogging

!  140 character limit !  Totally public forum !  Focus on headlines/links

!  Content !  Listen/Respond !  Frequent updates

!  Gaining Followers !  Monitor keywords related to your

brand and competitors !  Follow others, hope for follow-

back

!  Recommended Tools !  Hootsuite !  TweetBot for iOS and Mac !  TweetDeck

+Facebook vs. Twitter

! Facebook is the superior social media platform for generating sales (48% for Facebook vs. 28% for Twitter).

! But Twitter is seen as better at capturing media attention (53% for Twitter vs. 32% for Facebook).

+YouTube – The New TV

!  Get comfortable with video !  People love video !  Reveals transparency !  Demonstrate Lifestyle !  Single Cut Videos avoid

editing!

!  Setup YouTube Channel !  Graphics and branding !  Regular video uploads !  Build playlists of other

favorite videos !  Respond to comments

+Pinterest – A Social Scrapbook !  What is Pinterest?

!  Pinterest is a visually-beautiful, digital bulletin board that takes your magazine cutting and scrapbooking habit online, and makes it searchable for others with similar interests.

!  Visual Lovers Paradise !  Pinterest is perfect for

wineries and wine regions looking to engage potential customers online with cool visual (image + video) elements of their winery and wines, pairings and recipes, new label ideas, etc.

+Instagram – Photo Blogging

!  Mobile-Based Platform !  iPhone/Android Smartphone

Cameras

!  Filters for the Romantic

!  Easy to apply filters allow for artistic photos

!  Photographer on Staff

!  Define Instragram photographers who can take photos of the everyday work, events, behind the scenes and lifestyle shots.

+LinkedIn – B-to-B Networking

!  Setup Complete Profiles !  Employee Profiles

!  Company Profile

!  Participate

!  Join Groups

!  Read News

!  Post Links/Info

!  Input Contacts

!  CardMunch Mobile App

+Email Marketing

!  Email Still Vital !  People Check Email First

!  Setup Mechanics !  Email Template

!  Subscription Forms

!  Import Subscribers

!  Recommended Services

!  MailChimp

!  Constant Contact

!  Vertical Response

+Questions?

+References & Sources !  http://www.slideshare.net/pierrickbouquet/social-

media-marketing-in-the-american-and-french-wine-industry-in-2012

!  http://www.winesandvines.com/template.cfm?section=news&content=104433

!  http://www.winesandvines.com/template.cfm?section=news&content=104433

!  http://readwrite.com/2012/05/28/94-of-us-wineries-are-on-facebook-73-on-twitter

!  http://www.slideshare.net/pierrickbouquet/social-media-marketing-in-the-american-and-french-wine-industry-in-2012

!  http://www.winebusiness.com/classifieds/winejobs/?go=search&q=social+media&s1=&country=&region=&state=

!  http://www.northbaybusinessjournal.com/15200/who-who-in-wine-marketing/

!  http://ablesocial.com/

!  http://grow-creative.com/

!  http://boss.blogs.nytimes.com/2012/07/06/using-social-media-to-promote-an-underdog-wine/

!  http://www.rieslingrules.com/

!  https://www.facebook.com/pacificrimwine

!  http://vincellar.vinfolio.com/do/vincellar/home

!  http://www.cellartracker.com/

!  http://cruvee.com/brand-index/score

!  http://www.slideshare.net/jonjoseph1/corkd-case-study

!  https://winelibrary.com/

!  http://tv.winelibrary.com/

!  https://winelibrary.com/

!  http://garyvaynerchuk.com/

!  http://www.winesandvines.com/template.cfm?section=news&content=104433

!  http://www.vinography.com/archives/2012/02/social_media_and_the_wine_indu.html

!  http://www.1winedude.com/where-can-wineries-really-innovate-in-engaging-the-people-who-actually-drink-the-stuff/

!  http://readwrite.com/2012/05/28/94-of-us-wineries-are-on-facebook-73-on-twitter

!  http://www.vinography.com/archives/2012/02/social_media_and_the_wine_indu.html

!  http://www.winesandvines.com/template.cfm?section=news&content=104433

+Creative Commons Copyright

!  This work is licensed under the Creative Commons Attribution-Noncommercial-Share Alike 3.0 United States License.

!  To view a copy of this license visit http://creativecommons.org/licenses/by-nc-sa/3.0/us/ or send a letter toCreative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.