Social Media "Must Do's" - Lodi Winegrape Comission

Social Media
Must-Do's

Andrew Healy,
Chief Social Officer of
1

@SocialAndy

@VisitNapaValley

@SocialAndy / @3RockMarketing / @Lodi_Wine

@3RockMarketing

2

Andrew Healy
•  Dublin Born
•  Napa Resident
•  Worked in Wine – Production, Logistics,
National Account Sales, Retail, Restaurants

•  In 5 Countries
•  Lecture in Wine & Social Media at SSU
•  Clients include Visit Napa Valley, Melka Wines,
Chandon, Sea Smoke, Wine Market Council, Napa Point
Brewing, Great Wine Capitals, Napa Truffle Festival

•  Lover of Riesling & Zinfandel

&

“The Social Circle”


4

How
Do
I?

5

Tips for Success
ü 

Single Email Address – Internal or Gmail
ü 
ü 
ü 

Key Chain Doc

Don’t Steal Images – 123rf.com

911 call sign for “outside” incidents
ü 

Avoid “New Toy Syndrome”


6


7

ü  Claim your URL
ü  Fill in your Info
ü  Build your Social Circle
ü  Check your insights
ü  Engage as the Page
ü  Add your email list
ü  Facebook Advertising


8

Claim your URL
www.facebook.com/username

Why?
ü 

Uniform Branding

ü 

Search Ranking

ü 

Looks Professional


9

Add Your Information
Why?
ü 

Sell Yourself

ü 

Tell Your Story

ü 

First Impressions


10

Build Your “Social Circle”
Why?
ü 

Website is hub

ü 

Extended Engagement
Time

ü 

Utilize Existing Platforms


11

Check your Insights
Why?
ü 

Data is power

ü 

Is it working?

ü 

Who are you talking to?


12

Engage as the Page
Why?
ü 

More Genuine

ü 

Join Conversation

ü 

Increase Your Reach


13

Harness your email list
Why?
ü 

Encourage Engagement

ü 

Increase Your Reach


14

Facebook Ads

www.facebook.com/ads

Why?
ü 

Low Cost

ü 

Highly Targeted

ü 

Simple to Start / Manage

ü 

Real Time Metrics


15


16

ü Capitalize
your
Handle

ü Uniform
Imagery

ü Don’t
Cross-‐Post

ü Use
Busy
&
Relevant
Hashtags

ü Tweet
Under
110
Characters

ü Manage
with
HootSuite


17

Capitalize HANDLE
Why?
ü 

Easier to Read

ü 

Brand Uniformity

ü 

Looks Professional


versus

18

Uniform Imagery
Why?
ü 

Reinforces your Brand

ü 

Consumer Comfort

ü 

Professional Appearance


19

Do Not Cross Post
Why?
ü Respect

the SM Outlet

ü Respect

Your Fans / Followers

ü It’s

Just Lazy!

ü Acceptable

to push images to

Twitter


20

Busy & Relevant Hashtags
Why?
ü 

Join the Conversation

ü 

Get Discovered

ü 

Increase Tweet Reach


21

Tweet Under 110 Characters
Why?
ü Short

& Sweet

ü Greater
ü Don’t

chance of RT

have to edit your

message


22

Manage with HootSuite
Why?
ü Easy

interface – so much

easier that Twitter!
ü Team

Collaboration

ü Mobile

& Static


23


24

Google +

ü Google
is
big,
really
BIG

ü Link
to
your
Google
Place
lis7ng

ü Fill
in
your
proﬁle
and
“hyperlink”

ü Increase
SEO
“ﬁndability”

ü G+
Sharing
and
+1
are
easy

ü Be
an
early
adopter
and
experiment

ü Be
visual

ü Shorten
your
URL
with
gplus.to


25

ü  Op7mize
your
Personal
&
Business
Proﬁles

ü  Build
a
Network
of
Connec7ons

ü  Recommenda7ons
–
give
&
take

ü  Join
&
Contribute
to
Relevant
&
Related
LinkedIn
Groups

ü  Encourage
Employees
to
Link
to
Your
Business
Proﬁle

ü  Manage
Your
LinkedIn
Time
with
Mobile
Apps


26

User Driven Reviews
ü 

Claim your Listing

ü 

Converse with both good and bad
reviews

ü 

Be aware of the conversations

ü 

Include announcements & offer
specials


Yelp – What to do?
• Research
• Detach
• Honesty
• Factual
• Concise
https://www.biz.yelp.com/

&

Yelp

66 million views per month

&


30

Video as a “Viral” Tool
ü  You
Tube
gets
2
billion+
Views
a
day

ü  You
Tube
appears
in
Google
searches

ü  Videos
are
“7meless”

ü  Referenced
from
other
outlets

ü  Open
coded
videos
can
be
placed
anywhere
and
drive
views
to
your
channel


Video: Must Do List
ü 

Tag your Channel & Video

ü 

30-90 seconds in length

ü 

Create uniform Top & Tails

ü 

Put your website at the “Top”

ü 

Leave your code “open”

ü 

Include a call to action

ü 

Link to your website in the video
description

ü 

Build your Social Circle


Photo Sharing
ü 

Another outlet where you can be
found

ü 

Visual paradise all year long

ü 

Tag your photo with searched
terms

ü 

Photos are evocative and trigger
emotion

ü 

Optimize your website

ü 

Say BYE BYE to Flash


ü 

Travel, Food & Wine - HUGE online conversations

ü 

Easy to use , quick and easy interface

ü 

Still the current new big thing in Social Media


ü  Claim your URL – brand uniform
ü  Link & Validate your website
ü  Make your website “pinable”
ü  Add “Pin It” buttons to your website
ü  Pin with the Pin Bookmarklet
ü  Give credit where it’s due
ü  Don’t claim a photo that’s not yours
ü  Add Pinterest to your Facebook Page

35

ü 

#Wine = 6.4 million photos – (3.9 mill in March 2013)

ü 

Now owned by Facebook

ü 

Open API allows great integration with 3rd Party app to make it easier to manage


ü  Claim your URL – brand uniform
ü  Link your website
ü  Only use photos you’ve taken
ü  Don’t filter if it doesn’t need it
ü  Use appropriate hashtags
ü  Push it to Twitter
ü  Use ink361.com, Statigram, Nitrogram


37

Monitoring

Risk / Sentiment Management!


&


39

Geo Location: Must Do List
ü 

Claim your venue(s)

ü 

Encourage check ins

ü 

Offer specials

ü 

Claim and manage your Google &
Yahoo Maps location

ü 

Interact

165 million active Android & Apple iOS devices
in the U.S.

QR (Quick Response) Codes
ü 

Invented in Japan in 1994

ü 

Increased Smartphone use allow access

ü 

Control over destination makes it
interesting

ü 

Make destination interesting / relevant

ü 

QR to video

ü 

QR to email (data capture)

ü 

Metrics

The “Mobile” Web
ü 

Huge Traffic Growth in the Mobile
Web

ü 

Google ranks you better is you have
a specific mobile site

ü 

Increased Smartphone use will force
uptake

ü 

First point of contact requires an
“Optimized Experience”

ü 

Ahead of competition


“Mobile” Specific

vs

www.TheLightGrape.com


Mobile Must Do’s
ü 

Reference your existing analytics

ü 

Reduce Navigation options to the
essential / most visited

ü 

Weigh up Responsive vs Optimized
options

ü 

Include a “touch to call” options

ü 

Add Social links



45

Social SEO

How Social Media supports SEO

ü 

Support your key messaging

ü 

Decide those as part of your
strategy

ü 

Re-enforces your Google presence

ü 

Repetition is good

ü 

Image Source

-

http://www.postano.com/blog/social-seo


Blogosphere


47

TTB & Social Media - 1
ü 

Social Media is considered “advertising”

ü 

Wine Market Council Newsletter http://hosted.verticalresponse.com/169750/0063c21c0b/


TTB & Social Media - 2
In their words,
“Generally speaking the regulation prohibit”:
— 
— 
— 
— 
— 

Statements that are false or untrue.
Statements that are inconsistent with
approved product labels.
False or misleading statements that are
disparaging to a competitor’s product.
Health related statements that are false or
misleading.
Misleading guarantees (although money
back guarantees are not prohibited).


5 Minute Audit


Policies & Procedures


Food for Thought
“It takes 20 years to build a
Reputation and five minutes to ruin it.
If you think about that, you'll do
things differently.”
Warren Buffett

Reputation of a social entity (a person, a
group of people, an organization) is an
opinion about that entity, typically a
result of social evaluation on a set of
criteria. It is important in education,
business and online communities (source:
wikipedia)


&

Food for Thought, in Sonoma


&


&

Even in the Wine Biz


&

Natalie MacLean
Breaking the law

CAN Spam Act 2003


&

Scott Harvey Wines
Set & Forget


&

Hurricane Sandy

Total Fatalities 285


&

And on it’s fringes
UNF**KINGSUBSCRIBE

“…a man of absolutely
no integrity…”


&

Be STUPID?
• Structure
• Training
• Understanding
• Planning
• Information
• Document


&

www.facebook.com/3RockMarketing

www.twitter.com/3RockMarketing

www.

.com
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Social Media "Must Do's" - Lodi Winegrape Comission

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