© 2011 Recipe Marketing
© 2011 Recipe Marketing
Ingredients For Success
Facebook for Wineries
Facebook Stats Worldwide
• #1 social network in the world (surpassing Google)• Over ½ billion active users• 250 million people log in every day for an average of 55
minutes.• 68% of U.S. Facebookers when polled said they were more
likely to buy on a positive Facebook friend referral.
© 2011 Recipe
Facebook Stats For Wineries
• Over 1 million U.S. Facebookers have interest in “wine”• 1,500 U.S. Facebookers have interest in “zinfandel”• 4,340 U.S. Facebookers have interest in “cabernet sauvignon”.• 5,100 U.S. Facebookers have interest in “chardonnay”. • 1,320 U.S. Facebookers have interest in “box wine”.
© 2011 Recipe
So how do you leverage Facebook
for your winery?
© 2011 Recipe
“The goal isn’t to be good at Facebook – The goal is to be good at business because of Facebook.”
– Jay Baer, author of Convince & Convert, one of the planet's most popular social media blogs
© 2011 Recipe
The 4 C’s of marketing tactics
• Clarity• Consistency• Creativity• Commitment
© 2011 Recipe
1. Clarity
• Clear Budget• Clear Objective
– Build awareness– Increase sales– Market research– Customer service– Create loyalty– Optimize other marketing
efforts
© 2011 Recipe
1. Clarity
• Clear Facebook Strategy– Who is your target
audience?– What’s the best way to
reach them?• Profile vs. Fan Page
vs. Places Page
© 2011 Recipe
Against Facebook TOS
Converting a profile into a business page
© 2011 Recipe
http://ow.ly/5sCjO
Deleting duplicate places
© 2011 Recipe
1. Clarity
• Clear Facebook Strategy– What do you want them to do?– How will you know that it is
working?• Fans• Web traffic (Google analytics)• Sales• Impressions• SMOR, Facebook insights,
Swixhq, peoplebrowsr, socialbaker
© 2011 Recipe
2. Consistency
• Consistent Brand Image• Consistent Brand
Personality• Consistent Posting
Presence– Hootsuite – Social oomph – Postling– Tweetdeck
© 2011 Recipe
2. Consistency
• Consistent Brand Image– Page picture
(180px by 540px)
© 2011 Recipe
2. Consistency
• Consistent Brand Image– Having a landing page
doubles likeability (520 px width)
– Tabsite, North Social and Pagelever have plug and play Facebook landing page apps.
© 2011 Recipe
2. Consistency
• Consistent Brand Image– Is your Facebook image
consistent with your brand?
– Named correctly– Vanity URL (once you
have 25 fans)
© 2011 Recipe
Facebook Fact
“199 out of every 200 interactions (99.5%) come from the user’s wall (or newsfeeds). This means that almost nobody is coming back to your fan page after they visit it the first time.”
- Jeff Widman, CEO BrandGlue 2010
© 2011 Recipe
2. Consistency
• Consistent Personality– Admin rules– Page wall moderating
guidelines– Have set times for who
checks the wall and when and how they respond.
© 2011 Recipe
http://ow.ly/5sDEP
2. Consistency• When To Post
– Facebook marketingsoftware company, BuddyMedia, found thatcompanies that postcontent on their Facebookpages outside normalbusiness hours seeengagement rates that are20% higher than average
© 2011 Recipe
2. Consistency• How Often To Post
– Depends on your fans– Once a day to three days a
week– A study done by social
media toolbar provider, Visibli, found that Facebook posts get 50% of their likes in the first 80 minutes. It takes 22 hours for that same post to get 95% of its likes.
© 2011 Recipe
2. Consistency
© 2011 Recipe
Facebook Fact
Not all your posts end up in your fan’s newsfeeds.
© 2011 Recipe
Facebook Edge Rank
• How often a user interacts with your Facebook Fan Page content.
• The type of interaction
– comments are weighted heavier than likes.
• Content recency
© 2011 Recipe
What’s the secret sauce for fan engagement?
© 2011 Recipe
3. Creativity
• Creativity With Your Content• Events• Videos• Photos• Import blog• Add custom content• Third party articles• Testimonials• Follow 80/20 rule
© 2011 Recipe
3. Creativity
• Creativity With Your Content– Create experiences,
MOTM, Expert Fridays– Ecommerce (cruvee
app)– Promotions (contests,
coupons and sweepstakes via wildfire)
© 2011 Recipe
3. Creativity
• Creativity With Your Content– Deals
• 4 types to choose from: individual, loyalty, friend, charity
• Viral promotion of your Deals *inside* Facebook
© 2011 Recipe
Info from Mari Smith
3. Creativity
• Creativity With Your Posts– Is your post relevant,
engaging, memorable and actionable?
• Questions• Mix it up, not all serious• Breaking news • Tips• Guest Facebookers• Poll of the day• Ask about a topic
everyone is experiencing
© 2011 Recipe
3. Creativity
• Creativity With Promoting Your Page– Invite your contacts
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3. Creativity
• Creativity With Promoting Your Page with Mobile– 250M+ active users
access Facebook via mobile
– Twice as active– Embrace Places and
Deals
© 2011 Recipe
Text: Like Recipefoodandbeveragemarketing
to 32665
3. Creativity
• Creativity With Promoting Your Page• Give people lots of
ways to like you• Open graph/Social
plugins• Facebook Send button
(NEW!)
© 2011 Recipe
3. Creativity
• Creativity With Promoting Your Posts– Like them– Comment on them– Share them– @ tags– Facebook Ads
© 2011 Recipe
4. Commitment
• Commitment To Facebook Success– Posting regularly– Engaging authentically– Measuring often– Making adjustments– Rinse and repeat
© 2011 Recipe
“Don’t have a social presence if you won’t be
present.” – Anonymous
© 2011 Recipe
Facebook Post Script
• Facebook is just one tactic in your marketing toolbox– Think deep and wide engagement. Communicate
across multiple channels• Twitter• Linkedin• Website• Blog• Advertising• Public Relations
© 2011 Recipe
Thank You!
See you on Facebook
www.facebook.com/recipefoodandbeveragemarketing
© 2011 Recipe
© 2011 Recipe Marketing
www.recipemarketing.com