This seminar covered (1) Basic Wine Social Media and (2) Wine Mobile / Tablet Apps.
Wine Social Media
- the principles and practices of Social Media
- Facebook EdgeRank and numerous
- examples of Winery best practice
- the wine industry internet database Wine Directory
- Specialist wine social media monitoring tool called Social Connect
- Facebook Wine Marketing software Social Candy with the Wine Directory plugin
Wine Mobile (and iPad) Apps
- Why use it?
- What is it: Mobile www vs Apps, Native vs Web Apps
- a new Wine App
2. Before we start
• Phones
• Break 2.30pm
• Questions
• Video
• Wifi
• Assistance at end of seminar
• My background
2
3. What we’ll cover
Part I: Social Media
• Principles
• Practices
• Software
• Part II: Wine Apps
• Why use it
• What is it
• How to create it
• Software
3
4. Social Media is big
• 300 million social media wine
conversations
• 10 million social wine consumers
(vintank)
• 73% of core wine drinkers use Facebook
• 32% YouTube
• 24% Twitter (Wine Market Research
Council 2011)
but ... 4
5. ... put in perspective and ignore the hype
Example Premium Wine Marketing Plan Promotion
Product
• Internet Marketing – Website
• Style • General SEO
• Label • Comparison Shopping Engines
• Bottle type • Internet Advertising
• Case type • Social Media
• Awards, reviews and ratings
• Email marketing
Place • Landing page optimization
• On Premise Distributor objectives: • Local SEO
• Best precincts, fine dining establishments and premium bars • Location Based Services
• On Premise Trade Program: trade visits, info, training, tastings
• Off Premise Distributor objectives: • Internet Marketing – Mobile
• Best boutique wine stores • Direct Marketing
• Premium point of sale • Cellar Door
• Supermarket and chain liquor store objectives • PR
• Stop supporting promotional discounting
• Direct • Events
• See Promotion below • Charity and Donations
Price
• Review category leader prices
Just one part of a wider marketing plan
5
6. What is Social Media?
• We use web and mobile technology
(“Media”) to
• Interact with others (“Social”)
6
7. Owned, Paid, Earned Media
Owned Paid
Media Media
Earned
Media
Source: Sean Corcoran, Forrester Media
7
8. Levels of Social Media Involvement
• Your customers?
• You?
Curating
Producing
Commenting
Sharing
Watching
Source: Charlene Li
8
9. Social Media ROI - the value of influencers
Normal Marketing Math
• Customer Value per annum
Social Media Math
• the above PLUS Value of Referrals
Not everyone is equal
9
10. Objectives vs Fire - Ready - Aim
• Give it a try was fine when it was small
• Start with your marketing objectives and
strategies
• Objective
• Strategy
• Target Market
• Social Media
• Substantiation
• Time and Money
• What media will be more effective?
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12. Objective>Strategy>Tactic, Social Media Brief Example
• Business Objective:
• Boost Margins and Volume by changing to a Higher Value Customer Mix.
• Marketing Strategy > Promotion > Internet Marketing:
• Strategy: fewer Savvy Shoppers more Enthusiasts.
• Consumer Insight: “They’re super passionate about wine and love discussing it with other like minded
people.”
• Promotion > IM: Increase engagement with Enthusiasts through the Facebook Page
• Action: encouraging Wall Post comments or users themselves posting on the Wall.
• Creative: interesting photos of the vineyard and winery people around harvest.
• Metric / KPI:
• Increase # of Facebook user wall posts, shares or comments this month vs. last month by 5 for next 6
months
12
13. Will posts appear on the fans’ wall updates?
• 350 friends/likes = 350 ‘edges’ pd?
• No, on average 16% of Page posts
appear on fans Walls
• It depends on Page’s EdgeRank
• Affinity - views and engagement
• Content Weight - type and engagement
• Time Decay
• More advanced seminar will discuss such
issues as
• Facebook Insight stats
Share
• Premium Ads and Sponsored Stories
13
24. What we’ll cover
Part I: Social Media
• Principles
• Practices
• Software
• Part II: Wine Apps
• Why use it
• What is it
• How to create it
• Software
24
25. Connect - Engage - Influence
• Connect
• Create Facebook page and put like buttons on everything: website, emails, label, carton, shelf talkers
• Numbers are not everything but they do matter
• inactive/spam vs passive vs active followers
• best of all: influential engaged active followers
25
26. Connect - Engage - Influence
• Engage
• relevant to audience (dogs go only so far)
• encourage participation
• respond to community
• Every day, post ahead
• Content Calendar
26
46. Connect - Engage - Influence
• Influence
• motivate people to generate stories about your wine
• contests, photo requests
• encourage sharing of stories
• Remember EdgeRank
• Put this regularly into your Content Calendar
46
53. The Best Wine Social Media Practices
Live Authenticity Be Up To Date Set Community
Expectations
Participate in Dialog
Encourage Interactions Solicit A Call To Action
Provide Cohesive
Foster Advocacy Branding
Twitter is similar
Source: J. Owyang, “Altimeter Report:The 8 Success Criteria For Facebook Page”
i
53
54. Metrics
• Anecdote
• Correlation
• Multi-variate testing
• Links and Tagging
• Integrated (e.g. Social Connect)
• Direct Commerce
• SME - just count and compare ;)
Source: Susan Etlinger, Altimeter Group,
"The Social Media ROI Cookbook: Six Ingredients Top
Brands Use to Measure the Revenue Impact of Social
Media" July 24, 2012
54
55. Metrics: Reporting & Analytics
• Links and tagging
• Bit.ly: to track links
• Google Analytics: if you tag utm codes to the end of links (search for “google analytics utm tracking codes” for
more information)
• Integrated
• Facebook: Facebook Insights and EdgeRank tracker
• Social Connect: Easy way to report on (and manage)
• Social Commerce
• Payvment: Facebook Commerce analytics
• SME could just count and compare
• Your Hand: finger analytics ;)
55
56. Metrics
• Metric Calculation
• This Period vs Previous Period, Competitors vs You
• Followers are just one metric, need active followers and ideally influential followers
• Exact metrics depend on the media
• Facebook: not relatively passive Likes, but more active user wall posts, comments and shares
• Twitter: active user brand name mentions, RTs, @ replies
• Sentiment: % negative vs neutral vs positive
• Influencers Amplify: the above but with a high Social Connect score / Klout score
56
57. What we’ll cover
Part I: Social Media
• Principles
• Practices
• Software
• Part II: Wine Apps
• Why use it
• What is it
• How to create it
• Software
57
58. The Software
Wine Directory
Social Connect New Wine App
Facebook Plugin
(for Social Candy)
58
59. The Center: Wine Directory
• An internet database for wineries from
Californian wine marketing technology firm
vintank
• Wineries upload accurate winery and wine
product information including photos, videos,
QR codes, location, tasting room details...
• Accessed by over 300 wine social networks,
mobile apps, retailers and industry bodies
• Aggregate audience of over 9 million potential
consumers
• Starter for other software: Social Connect,
Facebook wine page, Wine App
• It’s Free!
Winery Input Home Screenshot
Sign up at www.vintank.com
59
60. What you read
Winery Input Details Screenshot Winery Input Digital Media Screenshot
60
63. Social Connect
• Wine Social Media Monitoring tool
• Has measured:
• over 300 million wine conversations.
• 30 million quality wine conversations (variety,
brand, region).
• Has profiles from more than 10 million social
wine consumers.
• 15K wine specific platforms, 170K social sites
and blogs and over 90K forums
• Twitter, Facebook, Flickr, YouTube etc
• CellarTracker etc
63
64. Social Connect Dashboard
• The Social Dashboard
• high-level snapshot of the latest activity
• Sources:
• Blogs
• Microblogs (inc. Facebook, Twitter)
• Tasting Notes (inc. CellarTracker)
• Forums
• Media
64
65. Dashboard
Summary Top & Recent Mentions ... more recent mentions
65
66. Report
Standard Report i.e. last period vs this period Customized Campaign Report: e.g. event, competitor, tagline
66
67. More Reports & Price
• Competitive set
• Earned media vs Owned media
• Sentiment Analysis
• Influence Analysis
Sign up at www.vintank.com
67
68. Social Candy
US$20-30 per month
Sign up at www.social-candy.com
68
69. Sign up for both, then it’s as simple as 1-2-3
1
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72. Summary
• Social Media = Social Interaction + Digital Media
• Social Media is big ... but so are many other marketing opportunities
• What is your Objective, Strategy and Metric?
• Think EdgeRank: Views, Likes are too passive, want Comments & Shares (@, RTs)
• Influencers are an order of magnitude more important due to size and responsiveness of
their social network
• Wine Social Media Campaigns want to Connect - Engage - Influence by
• building networks, encouraging participation, being responsive, & motivating fans to create and share
stories
• Use Metrics: compare one period vs another, do it manually or by Social Connect
• Software: vintank’s Wine Directory, Social Connect, Social Candy
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73. What we’ll cover
Part I: Social Media
• Principles
• Practices
• Software
• Part II: Wine Apps
• Why use it
• What is it
• How to create it
• Software
73
74. Why Mobile?
• 365mn iOS devices, 1.5 trillion push notifications, 10 billion tweets from iOS5 (Apple)
• More iPads were sold than any other PC brand this year (Apple)
• 50% of US consumers now own smartphones, and that increases by 1% per month
(Neilson)
• 39% or 29mn of US ‘core wine drinkers’ use ‘wine, food, restaurant or bar apps’ (Wine
Market Council 2010 study)
• Mobiles and Tablets can be used EVERYWHERE
• Jargon: operating software
• iPhone/iPad: iOS (Apple)
• Samsung, HTC, Motorola etc: Android (Google)
74
75. What we’ll cover
Part I: Social Media
• Principles
• Practices
• Software
• Part II: Wine Apps
• Why use it
• What is it
• How to create it
• Software
75
76. What is it? Mobile Web vs Mobile App
• Mobile Websites
• Don’t need to be downloaded
• Available to all
• Easier to build
• Do not need approval
• Mobile / Tablet Apps
• Offline usage
• Native functionality
• Push notifications
• App Store
76
77. Everyone should have a mobile website
• Users browsing on their mobile devices
will click on links to your page
77
78. Native Apps vs Web Apps
• Web App
• Html5 in a browser container
• Icon from “Add to Home Screen”
• ‘downloaded’ from the web
• Native App
• native code in a native container
• App Store
• Hybrid App
• web page in a native container
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79. Native App Advantages and Disadvantages
Native App Advantages
• App Speed
• Access to Hardware: camera,
accelerometer and gyroscope
• Push Notifications
• Bar code, QR code and Image
Recognition app integration
• Offline
• App Store distribution
Negative: App Store Approval
but Web Apps are rapidly improving
79
80. Web App Pros and Cons
• Web App Disadvantages
• App Speed
• No Access to Hardware (camera?)
• No Push Notifications
• App integration
• Offline is possible
• No App Store distribution
• Web App Advantages
• Downloaded over the web
• Cheaper
• Multi Platform
80
81. What we’ll cover
Part I: Social Media
• Principles
• Practices
• Software:
• Part II: Wine Apps
• Why use it
• What is it
• How to create it
• Software
81
82. Objectives vs Fire - Ready - Aim
Start with your marketing objectives and
strategies
• Objective
• Strategy
• Target Market
• Mobile Technology
• Substantiation / Action
• Time and Money
Source: Constellation Wines
82
83. Objective Example
• Business Objective:
• Boost Margins and Volume by changing to a Higher Value Customer Mix.
• Marketing Strategy > Promotion > Internet Marketing:
• Strategy: Encourage more repeat purchase from Traditionalists.
• Consumer Insight: “They may want to buy their favorite wine while on the train, bus, or traffic jam on
the way home from work.”
• Promotion > IM: Increase repeat sales with Traditionalists through enabling them to buy wine no matter
where they are
• Action: develop an iPhone and iPad app with an eCommerce facility
• Metric / KPI:
• Google Analytics for Mobile: Sales “Conversions” or “Assisted Conversions” total $1000 pm by X
83
84. Winery iOS App Development Project Brief
Background Software: iOS6 Native Objective C. Using
Apple Maps.
Your company and business objectives.
Devices: Apple iPad (Retina), Apple iPhone
Technical (4+)
Design: Please provide mock ups including an Analytics: Google Analytics Mobile Analytics
icon. Keep to Apple Human Interface iOS should be integrated.
Guidelines. Build to iPad Retina standard.
Brand images and Page descriptions attached. UDID: my (Retina) iPad testing device UDID
is (0=zero): XXXX
Some apps that inspired my thinking are: list
ones you like. Apple App Store Submission: Developer to
submit
Data: The app is completely native an all data
to be held as part of the app. OR The app is Project management: please nominate a
native and some pages can be updated from project management and reporting process
the internet.
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85. Winery iOS App Development Project Brief
Stages
Responsibilities
Upfront agreement
Contractor Stage 1: Design
Stage 2: Development
- wireframe design
Stage 3: Testing – contractor and myself
- functionality list Stage 4: Approval.
Payments (on completion):
- Future submission to Apple via iTunes Connect Upfront: 20%
Stage 1: 30%
- production
Stage 2: 30%
- design: use of standard Apple design components Stage 3: 10%
no customer design necessary - ongoing support Stage 4: 10%
and maintenance Quote
- Please provide a quote
- working and presentation of API data integration
- Payment to be made directly via e.g. credit card, PayPal (not elance)
- final bug testing responsibility - Agreement Terms/ Engagement Letter available on request.
Timeline
Client Quote: by Saturday 30 June 201X.
- testing and sign off Project completion: August 201X – or to be negotiated.
85
86. The Pages
• Based off Objectives
• Basic Pages:
• Wines
• About
• Location
• Tasting Room
• Other:
• Mobile Commerce
• Social Media for their sharing, your
(blog) activity
86
87. What we’ll cover
Part I: Social Media
• Principles
• Practices
• Software:
• Part II: Wine Apps
• Why use it
• What is it
• How to create it
• Software
87
88. New Wine App
• Wine Directory data
• Basic Wine App for Wine Drinkers
• Standard Winery App for Wineries
• Custom App upgrade for Wineries &
Wine Retailers
Wine Drinker App
• Send me an email to find out more:
bruce@mylocalwinestore.com
Winery App 88
89. Summary
• Most of our target market will have a smartphone and/or tablet
• 39% of core wine drinkers use wine related apps
• Does a mobile device help you achieve a business objective?
• Make sure you at least have a mobile website
• Choose between Native vs Web, I recommend Native
• Specify exactly what you want
• Discuss with me, I may have something coming up that suits your business
89
90. Questions?
Presentation is available to be downloaded at:
http://www.mylocalwinestore.com/wine-social-media/h210912-seminar/
Contact Details:
Bruce McGechan
Email: bruce@mylocalwinestore.com
Facebook: http://facebook.com/MyLocalWineStore
Twitter: @BruceMcGechan
Blog: www.MyLocalWineStore.com/blog
The End
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