This document summarizes a panel discussion on new technologies and digital media in the wine industry. The panelists were professionals from marketing, PR, and media companies. They discussed topics like the role of traditional PR versus new media, best practices for social media and influencer outreach, managing social media brands, trends in the wine and beer industries, and generating video and visual content for different platforms. The panelists provided advice and answered questions from the audience.

1. New Technologies
&
Digital Media
ANDREW HEALY: Chief Social Officer at 3 rock marketing
ASHLEY NICOLE TEPLIN: Owner and Partner at Teplin+Nuss
KRISTY SAMMIS: Founding Partner at Clever Girls Collective
MARK GORDON: Senior Digital Media Manager at Jackson Family Wines
ALAN KROPF: President of Mutineer Magazine
@SocialAndy @AshleyTeplin @KristySF
@MarkInNorCal @AlanKropf
@3rockmarketing @TeplinNuss
@LaCremaWines
@CleverGirlsColl
@MutineerMag
#UWGS

2. Some Questions For You
#UWGS
@SocialAndy @AshleyTeplin @KristySF
@MarkInNorCal @AlanKropf
@3rockmarketing @TeplinNuss
@LaCremaWines
@CleverGirlsColl
@MutineerMag

3. What we’ll cover
• Introductions
• Panel Presentations
• Time for a chat
•Q&A
#UWGS
@SocialAndy @AshleyTeplin @KristySF
@3rockmarketing @TeplinNuss
@MarkInNorCal @AlanKropf
@CleverGirlsColl @LaCremaWines
@MutineerMag

4. Andrew Healy
@Social Andy
• Dublin born, Napa Resident
• Worked in Wine – Production, Logistics, Retail,
National Account Sales, Branding & Restaurant
• Worked in 5 countries in both Hemispheres
• Lecture in Social Media at SSU
• Clients include Napa Vintners, Visit Napa Valley, Wine Market
Council, Accolade Wines NA, Coppola Wines…
• Random Tidbit: At the age of 15 ran a half marathon in 1:28
• Lover of Riesling & Zinfandel
@SocialAndy @AshleyTeplin @KristySF
@MarkInNorCal @AlanKropf
@3rockmarketing @TeplinNuss
@LaCremaWines
@CleverGirlsColl
@MutineerMag
#UWGS

5. Ashley Nicole Teplin
@AshleyTeplin
•
•
•
•
•
Californian born, Napa Resident
Worked in the film industry and culinary field
before focusing on the world of Public Relations
Recent experience includes working with Wine Market Council, Town
of St. Helena, Napa Valley Wine Library Association…
Random Tidbit: I can wiggle my ears
Lover of Viognier and all types of Bubbles
#UWGS
@SocialAndy @AshleyTeplin @KristySF
@MarkInNorCal @AlanKropf
@3rockmarketing @TeplinNuss
@LaCremaWines
@CleverGirlsColl
@MutineerMag

6. Kristy Sammis
@KristySF
• Manhattan, NY born now a Napa resident
• Worked in management consulting before coming
out west and ran communications department at
Walmart.com
• Launched Clever Girls specifically to help brands with social media
campaigns and influencer outreach
• Random Tidbit: Tried stand-up comedy for a whole 3 months,
decided to stick with blogging, began personal blog 8 years ago
• Lover of all things sparkling (not limited to wines)
#UWGS
@SocialAndy @AshleyTeplin @KristySF
@MarkInNorCal @AlanKropf
@3rockmarketing @TeplinNuss
@LaCremaWines
@CleverGirlsColl
@MutineerMag

7. Mark Gordon
@MarkInNorCal
• Aspen, CO born now a Healdsburg Resident
• Worked in Sports and Fitness Industry before
moving to Healdsburg
• Owned two companies that developed leading edge web-toprint software and social media apps
• Currently Social Media Manager for Jackson Family Wines
• Enjoys cooking, trail running and the Wine Country Lifestyle
• Random Tidbit: had one (and only one) professional boxing
match, and retired undefeated 
@SocialAndy @AshleyTeplin @KristySF
@MarkInNorCal @AlanKropf
@3rockmarketing @TeplinNuss
@LaCremaWines
@CleverGirlsColl
@MutineerMag
#UWGS

8. Alan Kropf
@AlanKropf
• Waterville, WA born now a Napa resident
• Founder and President of Mutineer Magazine and
Mutant Drink Marketing
• 2012 Forbes 30 under 30 & Steve Heimoff's "favorite
under-30 mover and shaker in the American wine world”
• A random tidbit: Plays bugle jamz
• Lover of absinthe. And craft beer. And cocktails. And
bourbon. And sparkling water. And juice boxes. And wine.
Yes, wine is delicious.
@SocialAndy @AshleyTeplin @KristySF
@MarkInNorCal @AlanKropf
@3rockmarketing @TeplinNuss
@LaCremaWines
@CleverGirlsColl
@MutineerMag
#UWGS

9. Traditional Public Relations
in the era of new media
@AshleyTeplin + @TeplinNuss
#UWGS
@SocialAndy @AshleyTeplin @KristySF
@MarkInNorCal @AlanKropf
@3rockmarketing @TeplinNuss
@LaCremaWines
@CleverGirlsColl
@MutineerMag

10. Traditional Wine PR?
vs.
New Media?

11. Yes to both.

12. Analyze your Online Self.

13. Be a storyteller.
On your social networks
In press releases
In person

14. Create a cohesive PR and Social
Networking plan.

15. Get Organized.

16. Be realistic.

17. What not to do...
•
You can’t do it all well, don’t start something that you
cannot finish.
•
•
Everyone notices.
Be your ’brand’ self.

18. Top 5 PR Tips
PR Meets Social

19. Tip #1
Create an individualized and engaged online
and offline voice that is specific to your brand
audience.

20. Tip #2
Build your media, social and personal rolodex.

21. Tip #3
Less is more.

22. Tip #4
Don’t say anything online that you
wouldn’t say to the media.

23. Tip #5
Ask for help + continue to educate yourself on
new ways to build your brand online and in
person.

24. Traditional Public Relations
in the era of new media
@AshleyTeplin + @TeplinNuss
#UWGS
@SocialAndy @AshleyTeplin @KristySF
@MarkInNorCal @AlanKropf
@3rockmarketing @TeplinNuss
@LaCremaWines
@CleverGirlsColl
@MutineerMag

25. SOCIAL MEDIA &
INFLUENCER
OUTREACH
@SocialAndy @AshleyTeplin @KristySF
@MarkInNorCal @AlanKropf
@3rockmarketing @TeplinNuss
@LaCremaWines
@CleverGirlsColl
@MutineerMag

27. 5 MYTHS &
MISCONCEPTIONS

28. #1.
SOCIAL MEDIA
IS ALL HYPE;
THERE IS
NO ROI

29. % THAT
BLOGS
63%
ARE
MORE LIKELY
TO INFLUENCE
PURCHASING
DECISIONS
THAN
MAGAZINES

30. 81%
% OF CONSUMERS
WHO SAY
FRIENDS’
SOCIAL MEDIA
POSTS
DIRECTLY
INFLUENCED A
PURCHASE
DECISION

31. #2.
IF YOU BUILD IT
THEY WILL
COME

32. #3.
“WE WANT
IT TO GO
VIRAL!”
image: popdust.com

33. #4.
CONTENT
IS
KING

34. #5.
WE NEED TO BUILD
RELATIONSHIPS
WITH OUR CUSTOMERS

35. 7 WAYS TO BE A
ROCKSTAR…

36. (…AND AVOID THE FAIL)

37. #1.
CREATE A PLAN THAT
1. SOLVES
PROBLEMS
2. MEETS
BUSINESS
OBJECTIVES

39. #2.
KNOW
YOUR
AUDIENCE

40. #3.
“SPRAY &
PRAY”
IS NOT THE
ONLY WAY

41. #4.
REACH
BEYOND
WINE
BLOGGERS

42. (REACH BEYOND BLOGGERS ALTOGETHER)

43. #5.
BE
THOUGHTFUL
ABOUT
WHO IS
INFLUENTIAL
TO
YOU

44. #6.
MEASURE
EVERYTHING

45. #7.
DON’T
JUST
BE AN
ADVOCATE,
BE A
TEACHER

47. SOCIAL
MEDIA
IS LIKE A
GIANT
COCKTAIL
PARTY

48. SOCIAL
MEDIA
IS LIKE A
GIANT
COCKTAIL
PARTY

49. THANK YOU.
(NOW GO PARTY)

50. Managing your Social
Media Brand
#UWGS
@SocialAndy @AshleyTeplin @KristySF
@MarkInNorCal @AlanKropf
@3rockmarketing @TeplinNuss
@LaCremaWines
@CleverGirlsColl
@MutineerMag

51. A word about
disclosure

52. Where do
I start?

53. Must Have:
Nice to Have
Extra Credit

54. Do Fewer Things Better

55. Crunch the Numbers

56. Less Artsy, More Fartsy
Or, why you can engage
without being 100% on message.

57. Find the Sweet Spot
Sweet
Not Sweet

58. Repeat what
works
Do the same
thing
differently

59. Spend some $$ on ads.

60. Stay Current
Find some relevance to wrap your
marketing message around.
Holidays
Events
Seasons
What’s happening at the
winery?
• Birthdays
• News topics (be careful)
•
•
•
•

61. Best Practices for:
•
•
•
•
Facebook
Twitter
Instagram
Pinterest

62. Source: LinchpinSEO.com

63. Source: LinchpinSEO.com

64. Source: LinchpinSEO.com

65. • Follow others in the industry (esp.
influencers).
• Tool up!
• Retweet regularly. (it’s not bragging)
• Hook up, don’t SELL.
• Reply when you are mentioned.
• Use #hashtags.
• Use Instagram to tweet your photos.
• Engage people directly.

66. • Don’t unitask.
• Make a crappy picture less
crappy.
• If the picture is good, don’t filter.

67. • Careful with interactions (no agegating).
• Photos only, not images.
• Create a hashtag.

68. •
•
•
•
•
Convert to business page.
Promote the lifestyle/personality.
Repurpose photos.
Add the Pin It button.
Photos only, not images.

69. •
•
•
•
Drive pins to more info.
Honor thy copyright.
Set yourself up to be noticed.
Careful with interactions.

70. Managing your Social
Media Brand
#UWGS
@SocialAndy @AshleyTeplin @KristySF
@MarkInNorCal @AlanKropf
@3rockmarketing @TeplinNuss
@LaCremaWines
@CleverGirlsColl
@MutineerMag

71. #UWGS
@SocialAndy @AshleyTeplin @KristySF
@MarkInNorCal @AlanKropf
@3rockmarketing @TeplinNuss
@LaCremaWines
@CleverGirlsColl
@MutineerMag

73. NEW WINERIES
1990 - 2000
1,294 NEW WINERIES
NEW BREWERIES
1990 - 2000
1,200 NEW BREWERIES

74. NEW WINERIES
1990 - 2000
1,294 NEW WINERIES
2000 - 2010
4,722 NEW WINERIES
NEW BREWERIES
1990 - 2000
1,200 NEW BREWERIES
2000 - 2010
204 NEW BREWERIES

75. Beer Consumer Print Magazine
Launches
All About Beer: 1979
Draft: 2006
Imbibe: 2006
Beer West: 2007
Beer Advocate: 2007
Beer: 2008
Mutineer: 2008
Beer Connoisseur: 2009

76. U.S. Consumer Print Beverage Magazine Launches
Decanter: 1975 (UK w/US influence)
Quarterly Review of Wines: 1977 (Stopped Printing in 2009)
Wine Advocate: 1978
Wine Enthusiast: 1979
Wine Spectator: 1976/1979
All About Beer: 1979
Wine & Spirits: 1981
Wine News Magazine: 1985 (Stopped Printing in 2009)
Wine X: 1997 (Stopped Printing in 2007)
Draft: 2006
Imbibe: 2006
Beer West: 2007
Beer Advocate: 2007
Beer: 2008
Mutineer: 2008
Beer Connoisseur: 2009

77. “...there is so much good wine on the market
today, I think a lot of wineries are struggling with
a reason for being there and in getting a
competitive differentiation. So the problem is
more of a differentiation, not an access issue. It
isn't that there aren't a lot of distributors out there
willing to sell wine.”
- Charlie Merinoff,
Chairman, Wine & Spirits Wholesalers of America

78. #UWGS
@SocialAndy @AshleyTeplin @KristySF
@MarkInNorCal @AlanKropf
@3rockmarketing @TeplinNuss
@LaCremaWines
@CleverGirlsColl
@MutineerMag

79. Time for a chat
• Video
• Visual Works
• The Mobile Web
• Workplace Guidelines
• Measuring Success
#UWGS
@SocialAndy @AshleyTeplin @KristySF
@MarkInNorCal @AlanKropf
@3rockmarketing @TeplinNuss
@LaCremaWines
@CleverGirlsColl
@MutineerMag

80. Video
• Quality Production
• Length
• Use Everywhere
• Host on YouTube for searches
• Advertise It
#UWGS
@SocialAndy @AshleyTeplin @KristySF
@MarkInNorCal @AlanKropf
@3rockmarketing @TeplinNuss
@LaCremaWines
@CleverGirlsColl
@MutineerMag

81. #UWGS
@SocialAndy @AshleyTeplin @KristySF
@MarkInNorCal @AlanKropf
@3rockmarketing @TeplinNuss
@LaCremaWines
@CleverGirlsColl
@MutineerMag

82. Visual Works
• Photographs
• Pinterest / Instagram / Flickr
• Visual Paradise
• Huge Female Usage
#UWGS
@SocialAndy @AshleyTeplin @KristySF
@MarkInNorCal @AlanKropf
@3rockmarketing @TeplinNuss
@LaCremaWines
@CleverGirlsColl
@MutineerMag

83. The Mobile Web
• Traffic Growth
• Google Searchability
• Reduced Navigations
• Metrics
#UWGS
@SocialAndy @AshleyTeplin @KristySF
@MarkInNorCal @AlanKropf
@3rockmarketing @TeplinNuss
@LaCremaWines
@CleverGirlsColl
@MutineerMag

84. Static
#UWGS
@SocialAndy @AshleyTeplin @KristySF
@MarkInNorCal @AlanKropf
@3rockmarketing @TeplinNuss
@LaCremaWines
@CleverGirlsColl
@MutineerMag

85. Mobile
#UWGS
@SocialAndy @AshleyTeplin @KristySF
@MarkInNorCal @AlanKropf
@3rockmarketing @TeplinNuss
@LaCremaWines
@CleverGirlsColl
@MutineerMag

86. Workplace Guidelines
• Crisis Planning
• Employee Guidelines
• Legal Advise
• Not Going Away
#UWGS
@SocialAndy @AshleyTeplin @KristySF
@MarkInNorCal @AlanKropf
@3rockmarketing @TeplinNuss
@LaCremaWines
@CleverGirlsColl
@MutineerMag

87. #UWGS
@SocialAndy @AshleyTeplin @KristySF
@MarkInNorCal @AlanKropf
@3rockmarketing @TeplinNuss
@LaCremaWines
@CleverGirlsColl
@MutineerMag

88. #UWGS
@SocialAndy @AshleyTeplin @KristySF
@MarkInNorCal @AlanKropf
@3rockmarketing @TeplinNuss
@LaCremaWines
@CleverGirlsColl
@MutineerMag

89. #UWGS
@SocialAndy @AshleyTeplin @KristySF
@MarkInNorCal @AlanKropf
@3rockmarketing @TeplinNuss
@LaCremaWines
@CleverGirlsColl
@MutineerMag

90. Measuring Success
• Versus Goals
• Measurement Tools
• Website Traffic
• Customer Service
#UWGS
@SocialAndy @AshleyTeplin @KristySF
@MarkInNorCal @AlanKropf
@3rockmarketing @TeplinNuss
@LaCremaWines
@CleverGirlsColl
@MutineerMag

91. @SocialAndy
@KristySF
@AshleyTeplin
Questions & Answers
@MarkInNorcal
#UWGS
@AlanKropf
@SocialAndy @AshleyTeplin @KristySF
@MarkInNorCal @AlanKropf
@3rockmarketing @TeplinNuss
@LaCremaWines
@CleverGirlsColl
@MutineerMag