Presentation for the 2009 Seattle Wine Awards. A real-time event that leverages a digital marketing ecosystem comprised of social media, monitoring, email marketing, HD web video, live streaming, photo streams, internet dashboards and more..
Connector Corner: Accelerate revenue generation using UiPath API-centric busi...
Seattle Wine Awards - Integrated Digital Marketing and Social Media
1.
2.
3. SEATTLE WINE AWARDS
771 Washington wines tasted blind. 15 judges.
Now the winners have been chosen!
Come Taste the Best Washington Wines
4. “VISION” = REAL-TIME EVENT
Social Media, Live Bloggers, Twitter Team, Photo Team
HD Interview Studio, Live Video Stream, PR Team
Goal: Ticket Sales, Foundation, Brand & Promote Wine Makers
5. DAY ONE - STRATEGY
Take Inventory
List Current Digital Marketing Ecosystem
What Are we Going to Measure?
How Are we Going To Measure It?
What are our Key Success Criteria?
What is Executable in a Short Time Frame, Small Budget?
What will we Do with What we Learn?
How do we Iterate Rapidly and Build Feedback Loops?
6. SOCIAL + MEDIA
OUR GOAL:
HIGH TOUCH
BUILD EVERYONE’S BRAND INVOLVED
ACROSS MULTIPLE TOUCH POINTS
BUILD SOCIAL + MEDIA ASSETS
HAPPY CUSTOMERS
REFERRALS
7. Create Media that is
Indexed by the Search Engines &
Loved by your Audience
Publish across
multiple syndication points.
Cross-thread and back to your
landing page
Create and Participate in
Conversation on Social Web
Manage & Analyze
Optimize with Rapid Iterations
8. To own Search > Make Media!
Leverage Social and Build w/Media
DISCOVERABILITY
Search Engine Optimization
Universal SearchMultiple
Touch Points
Social Merging with Search
70% Word of Mouth
Social Drives Link Juice
Direct Response Traffic
Rich Media Builds Brand
Data for Analytics
Knowledge
Disruptive Business Models
9. TAKE INVENTORY
SMALL TEAM & MINIMAL BUDGET
SWA had a Strong Event Foundation
But Missing Digital Strategy & Technology
•Website on Old Server and No Blog
•No Email Marketing / Database in Outlook
•One Social Media Page on Facebook
•No New Promotional Video, YouTube or Other Video Channels
•No Live Streaming Video Channels
•No Photo Flickr Channel
•No Blogger or Twitter Team | PR Company not “Digital”
10. Digital Marketing Ecosystem Map
Take Inventory of Current Digital Marketing Ecosystem
Rank Order Ecosystem Needs by Time, Cost, ROI
Schedule Phase One and Two Development
Set Timeline, Execute, Training
Analytics > Feedback Loops > Optimize > Iterate >
11. BUILD DIGITAL
MARKETING ECOSYSTEM
Social + Media Web Services - They All Connect via API’s
Capture Low Hanging Fruit - “Your Brand” across all sites
14. FIX WEBSITE!
PLEASE FIX!
Direct Response
Call to Action
Leverage HD Video
Add Social + Media
FROM LANDING PAGE TO
BACK OF SHOPPING CART
15. INTERNET DASHBOARD
Command and Control Center
Real-Time Monitoring of your Digital Marketing Ecosystem
16. SOCIAL + MEDIA
MONITORING
Locate Who is Talking About What, When & Where?
Aggregate Feeds & Plug the Real-Time Data into the Dashboard
Save Time, Everything in One Place = Real-Time Reactions
17. Develop Keyword Taxonomy
“Wine, Washington, Etc.”
SEARCH SOCIAL GRAPH
Identify Targeted Bloggers & Twitterati
Digital Media Partners (WINO Mag, Facebook Groups,etc.)
19. Blogs at Lunch
Video at Night
WORK FLOWS -1,2,3
Map out Work Flow Sequence 1,2,3 - Align in Dashboard
Analytics>SEO>Content>Social Syndication>Discovery
Measure your “Digital Signal” and the “Competition”
21. BUILD TEAM = TWEET UP!
Create a Center of Gravity = People + Face to Face
Give Team Power and Jobs = Buy In, Membership, Reward
Create Calendar and Timeline = Milestones
Create On-Line Conversation After TweetUp = Buzz
22. UW INTERNS - “THE ANGELS”
Create UW Internship Program - Kathy Gill is a Pro
Signup Wine Makers to Twitter at Event
Live Tweet Event #seawineawards, Photography + Video
23. GENERATE FIRST BUZZ WAVE
Announce Wine Maker Finalists (70+ Total) “Buzz-Bytes”
Leverage Social Media + Videos
Release “Win Free Tickets” Contests - On All Channels
27. OUR TASTING PANEL
BACK ROW L R: David LeClaire~Seattle Uncorked,
Rob Ord~International Sommelier Guild, Gerry Warren~Seattle Wine
Award inners
Society, Christopher Chan~Executive Director*, Phillip Dunn~Canlis,
Tim O’Brien~Salty’s Restaurants, Mark Takagi~Metropolitan
Markets, Jeff Fournier~Esquin Wine Merchants
FRONT ROW L R: Bob Bain~Fine Wine Specialist,
Thomas Price~Metropolitan Grill, Ryan Allison~Cellar 46,
Amy Mumma~CWU World Wine Program, Lisa Rongren~
The Herbfarm, Jake Kosseff~Kosseff Wine Consulting,
Ole Thompson~Wild Ginger/The Triple Door, Doug Charles~
Compass Fine Wines
*Seattle Wine Awards Executive Director, Christopher Chan
did not participate in the Tasting.
CABERNET FRANC CABERNET SAUVIGNON CONTINUED CABERNET SAUVIGNON CONTINUED CHARDONNAY CONTINUED MERLOT CONTINUED
$35.01 – Up $35.01 – Up $20.01 – $35.00 $20.00 – Under $35.01 – Up
GOLD 2006 Basel Cellars Estate Winery SILVER 2005 Kestrel Vintners Old Vine Cabernet Cabernet Estate Vineyards, Wahluke Slope SILVER 2007 Saint Laurent Estate Estate SILVER 2005 Northstar Winery Merlot, Walla Walla
Cabernet Franc, Walla Walla Sauvignon, Yakima Valley BRONZE 2006 Stomani Cellars & Winery Chardonnay Vineyards, Wahluke Slope BRONZE 2006 Ch Ste Michelle “Ethos Merlot,”
SILVER 2006 Cougar Crest Estate Winery Estate SILVER 2006 Maryhill Proprietor’s Reserve Cabernet Sauvignon, Columbia Valley SILVER 2007 Tamarack Cellars Chardonnay, Columbia Valley
Cabernet Franc, Walla Walla Cabernet Sauvignon, Columbia Valley BRONZE 2006 Zero One Vintners The Wild Sky Columbia Valley
SILVER 2006 Pepper Bridge Winery Cabernet Sauvignon, Walla Walla BRONZE 2007 Northwest Cellars Chardonnay, $20.01 – $35.00
$20.01 – $35.00 Cabernet Sauvignon, Walla Walla Minick Vineyard DOUBLE GOLD 2006 Five Star Cellars Merlot,
DOUBLE GOLD 2007 Walla Walla Vintners SILVER 2005 Reininger Winery Cabernet Sauvignon, $20.00 – Under BRONZE 2007 NW Wine Academy Chardonnay Walla Walla
Cabernet Franc, Columbia Valley Walla Walla GOLD 2005 Hyatt Vineyards Roza Oak Aged, Wycoff Vineyards DOUBLE GOLD 2006 Maryhill Proprietor’s
GOLD 2007 Vin du Lac Barrel Select Cabernet Franc, BRONZE 2006 37 Cellars Cabernet Sauvignon, Cabernet Sauvignon, Rattlesnake Hills Reserve Merlot, Columbia Valley
Columbia Valley GOLD 2006 Maryhill Cabernet Sauvignon, GOLD 2006 Barnard Griffin Reserve Merlot,
Columbia Valley DESSERT STYLE WINES
SILVER 2006 Fielding Hills Winery Cabernet Franc, BRONZE 2005 Page Cellars Preface Columbia Valley Columbia Valley
Riverbend Vineyard Cabernet Sauvignon, Red Mountain SILVER 2006 Powers Winery Reserve $35.01 – Up GOLD 2006 Cougar Crest Estate Winery Estate Merlot,
SILVER 2006 Gamache Vintners Estate BRONZE 2006 Rock Meadow Cellars Cabernet Sauvignon, Wahluke Slope DOUBLE GOLD 2006 CR Sandidge “KISS,” Walla Walla
Cabernet Franc, Columbia Valley Cabernet Sauvignon, Sagemoor Vineyard SILVER 2006 San Juan Vineyards Columbia Valley GOLD 2006 DeLille D2, Columbia Valley
BRONZE 2006 Cullin Hills Cabernet Franc, BRONZE 2005 Silver Lake Grand Reserve Cabernet Sauvignon, Yakima Valley GOLD 2006 Tertulia Cellars Merlot,
Weinbau Vineyard SILVER 2007 Wines of Substance $20.01 – $35.00 Pepper Bridge Vineyard
Cabernet, Columbia Valley GOLD 2007 Kiona Vineyard Ice Wine, Yakima Valley
BRONZE 2006 RioVista Wines Cabernet Franc, BRONZE 2006 Va Piano Vineyards Cabernet Sauvignon, Columbia Valley GOLD 2007 Walla Walla Vintners Merlot, Walla Walla
Columbia Valley BRONZE 2006 Arbor Crest Cabernet Sauvignon, SILVER 2006 Covey Run Reserve Semillon Ice Wine, SILVER 2006 Couvillion Merlot,
Cabernet Sauvignon, Columbia Valley Phil Church Vineyard
BRONZE 2007 Tamarack Cellars Cabernet Franc, Columbia Valley Sagemoor & Bachus Block 4
Wahluke Slope $20.01 – $35.00 BRONZE 2006 Ginkgo Forest Winery BRONZE 2006 Heavens Cave Cellars Icicles Riesling SILVER 2007 Gordon Brothers Cellars Merlot,
DOUBLE GOLD 2006 Alexandria Nicole Cellars Cabernet Sauvignon, Wahluke Slope Ice Wine, Destiny Ridge Columbia Valley
$20.00 – Under Cabernet Sauvignon, Alderdale Vineyard BRONZE 2006 Hogue Cellars Genesis $20.00 – Under SILVER 2005 Reininger Winery Helix Merlot,
GOLD 2006 NW Wine Academy Cabernet Franc, DOUBLE GOLD 2006 Milbrandt Vineyards Estates Cabernet Sauvignon, Columbia Valley DOUBLE GOLD 2008 Pacific Rim Winemakers Stillwater Creek Vineyard
Columbia Valley Cabernet Sauvignon, Wahluke Slope BRONZE 2006 Milbrandt Vineyards Traditions Framboise, Washington State SILVER 2005 Whitman Cellars Merlot, Walla Walla
GOLD 2006 Willow Crest Winery Cabernet Franc, DOUBLE GOLD 2006 Reininger Winery Helix Cabernet Sauvignon, Columbia Valley DOUBLE GOLD 2007 Pacific Rim Winemakers BRONZE 2007 Barrage Cellars “Trifecta Merlot,”
Yakima Valley Cabernet Sauvignon, Columbia Valley BRONZE 2006 Sagelands Four Corners Vin de Glaciere “Selenium,” Columbia Valley Columbia Valley
SILVER 2006 Rock Meadow Cellars Cabernet Franc, DOUBLE GOLD 2006 Watermill Winery Cabernet Sauvignon, Columbia Valley DOUBLE GOLD 2007 Heavens Cave Cellars BRONZE 2005 Hogue Cellars Reserve Merlot,
Sagemoor Vineyard Cabernet Sauvignon, Walla Walla Nobility Lake Harvest Riesling, Destiny Ridge Wahluke Slope
BRONZE 2006 Windy Point Vineyards Cabernet Franc,
Yakima Valley
GOLD 2006 Bella Terrazza Vineyards CHARDONNAY BRONZE 2006 Three Rivers Winery Merlot,
Cabernet Sauvignon, Columbia Valley MALBEC Champoux Vineyard
GOLD 2004 Glen Fiona Cabernet Sauvignon, $35.01 – Up
BRONZE 2006 Ward Johnson Winery Merlot,
e Seattle Wine Awards is the CABERNET SAUVIGNON Columbia Valley GOLD 2007 Woodward Canyon Chardonnay, $35.01 – Up Red Mountain
GOLD 2006 Gordon Brothers Cellars Washington State DOUBLE GOLD 2006 Alder Ridge Winery Malbec,
most prestigious and comprehensive $35.01 – Up
Cabernet Sauvignon, Columbia Valley GOLD 2007 Côte Bonneville Chardonnay, Horse Heaven Hills
BRONZE 2005 Zerba Cellars Merlot, Columbia Valley
DOUBLE GOLD 2006 Alder Ridge Winery DuBrul Vineyard
independent Washington wine Cabernet Sauvignon, Horse Heaven Hills GOLD 2006 Sagelands Cabernet Sauvignon, GOLD 2006 Ash Hollow Estate Malbec, Walla Walla PINOT GRIS
DOUBLE GOLD 2006 Barnard Griffin Andrews Vineyard $20.01 – $35.00
recognition program in the world. On Reserve Cabernet Sauvignon, Columbia Valley GOLD 2006 Sagelands Cabernet Sauvignon, DOUBLE GOLD 2006 Ch Ste Michelle Cold Creek
$20.01 – $35.00 $20.00 – Under
Spring Creek Vineyard DOUBLE GOLD 2006 Watermill Winery Malbec, DOUBLE GOLD 2008 Hogue Cellars Pinot Gris
April 25th and 26th, 15 of Seattle’s DOUBLE GOLD 2005 Boudreaux Cellars
GOLD 2004 Sandhill Winery Cabernet Sauvignon,
Chardonnay, Columbia Valley Walla Walla Columbia Valley
Reserve Cabernet Sauvignon, Washington State GOLD 2007 Buty Chardonnay, Conner Lee Vineyard DOUBLE GOLD 2007 William Church Winery Malbec
most prominent wine professionals DOUBLE GOLD 2006 Cougar Crest Estate Winery Red Mountain GOLD 2006 Ch Ste Michelle “Ethos Chardonnay,” Wahluke Slope
Cabernet Sauvignon Estate, Walla Walla SILVER 2006 Otis Kenyon Wine Cabernet Sauvignon, Columbia Valley
RED BORDEAUX STYLES
tasted and evaluated 764 Washington DOUBLE GOLD 2007 Obelisco Estate Walla Walla GOLD 2007 Olsen Estates Chardonnay, Yakima Valley
GOLD 2006 Three Rivers Winery Malbec, Columbia Valley
$35.01 – Up
SILVER 2006 Powers Winery Cabernet Reserve, SILVER 2006 Barnard Griffin Malbec, Columbia Valley
wines in a single-blind format Cabernet Sauvignon, Red Mountain
Champoux Vineyard
SILVER 2007 Dusted Valley Vintners SILVER 2006 Tertulia Cellars Malbec, Columbia Valley DOUBLE GOLD 2004 CR Sandidge “Tri*Umph,”
GOLD 2005 DeLille Grand Ciel Cabernet Sauvignon, Chardonnay Old Vine, Yakima Valley Yakima Valley
BRONZE 2006 Gilbert Cellars Estate Malbec,
(meaning grape variety is known, Red Mountain SILVER 2006 Saviah Cabernet Sauvignon, SILVER 2007 L’Ecole No 41 Columbia Valley Wahluke Slope DOUBLE GOLD 2005 Fort Walla Walla Cellars “Treaty,”
GOLD 2006 Dusted Valley Vintners Reserve Walla Walla Chardonnay Columbia Valley
but not the price or producer) and Walla Walla
Cabernet Sauvignon, Walla Walla SILVER 2005 Tasawik Vineyards Cabernet Sauvignon, SILVER 2007 Tsillan Estate Chardonnay, Columbia Valley MERLOT GOLD 2006 Baer Winery “Ursa,” Columbia Valley
Columbia Valley
awarded the top wines with Double GOLD 2006 Fidelitas Cabernet Sauvignon,
BRONZE 2007 Coyote Canyon Winery
BRONZE 2007 Barrage Cellars “Nuclear Blonde” GOLD 2005 Côte Bonneville “Carriage House,”
Ciel du Cheval Vineyard Chardonnay, Conner Lee Vineyard $35.01 – Up DuBrul Vineyard
Gold, Gold, Silver and Bronze Grand GOLD 2006 L’Ecole No 41 Walla Walla Valley Cabernet Sauvignon, H/H Estates Reserve Big John
BRONZE 2007 Gordon Brothers Cellars DOUBLE GOLD 2005 Fort Walla Walla Cellars Merlot, GOLD 2006 DeLille “Chaleur Estate,” Red Mountain
Cabernet Sauvignon, Walla Walla BRONZE 2006 Fidelitas Cabernet Sauvignon, Reserve Chardonnay, Columbia Valley Pepper Bridge Vineyard
Awards of Excellence. GOLD 2005 Whitman Cellars Cabernet Sauvignon, Columbia Valley
BRONZE 2007 Sparkman Cellars Lumiere, DOUBLE GOLD 2005 Kestrel Vintners Old Vine Merlot,
GOLD 2005 Fidelitas “Optu Red Wine,”
Columbia Valley
Walla Walla BRONZE 2005 Gamache Vintners Estate Cabernet, Stillwater Creek Vineyard Yakima Valley GOLD 2005 Fort Walla Walla Cellars “Reserve,”
Wines must achieve a minimum scoring consensus GOLD 2006 Woodward Canyon Artist Series Columbia Valley DOUBLE GOLD 2006 Pepper Bridge Winery Merlot, Walla Walla
to be eligible for awards. Wines that earned panel Cabernet Sauvignon, Washington State BRONZE 2006 Gilbert Cellars Estate $20.00 – Under Walla Walla GOLD 2005 Grand Rêve Vintners “Collaboration
consensus outside of the Medals of Excellence SILVER 2006 Ch Ste Michelle Ethos Cabernet Sauvignon, Wahluke Slope GOLD 2007 RioVista Wines Chardonnay, GOLD 2005 Long Shadows Vintners “Pedestal Merlot,” Series I – Ciel du Cheval,” Red Mountain
received Vintner Honors ~ Outstanding Washington Cabernet Sauvignon, Columbia Valley BRONZE 2005 Martinez & Martinez Winery Columbia Valley Columbia Valley GOLD 2005 Red Sky “Serendipity,” Washington State
Wine Awards. Wineries are listed alphabetically and SILVER 2006 Covington Cellars Reserve Cabernet Sauvignon, Horse Heaven Hills GOLD 2007 Vin du Lac Barrel Select Chardonnay, SILVER 2006 Fielding Hills Winery Merlot,
Columbia Valley GOLD 2005 Seven Hills Winery
by retail prices categories. Cabernet Sauvignon, Klipsun Vineyard BRONZE 2006 Saint Laurent Estate Wahluke Riverbend Vineyard “Pentad – Vintage Red Wine,” Walla Walla
SEATTLE WINE AWARDS 2009 AWARD WINNERS www.seattlewineawards.com CONTINUED ON NEXT PAGE
PRINT INVITATIONS
Tasting Panel, Twitter/Blogger Team, Interns, Partners, Sponsors
Ground Attack at Targeted Wine & Social Events
28. TV MEDIA PARTNERS
Cross Promote with Contest and Events Ticket Prizes
Leverage Traditional, Digital & Social Media
29. MONITOR BUZZ & JUICE IT
Use Dashboard Monitoring to Identify Buzz
SEO Juice the Buzz > Blog, Social w/ personal @mention
Add New Friends to Twitter & Facebook
30. Traffic Links
Like’s = Social Proof
Comments =
Social Proof
@DanMcComb, BizNik has a cool video from Seattle Wine Awards
#seawineawards - http://bit.ly/Lc7Be 6 days ago from bit.ly
TEXTBOOK RESULTS
Positive Brand Drift = Trust
Video Embed + Direct Response = Branding + Ticket Sales
Buzz Traveled from Blog to Facebook, Twitter, Etc.
31. WEEK OF SHOW
Work the Social Networks - “Friend Up” was like an invite
Travel Social Graph, Use Twitter Lists, Search, Targeting is KEY!
37. GENERATE MORE HD VIDEO
Record Extra B-Roll, Produce Short Segments
Schedule Calendar for Automated Posting to Social Media
38. RESULTS
Metrics
• 20+ Blog Posts Generated
• 60+ Web Videos - Invite Video 494 Views | Total Views: 1,250+
• 280+ Photos with 1,487 Views
• 465% Website traffic spike created on Saturday, June 13, one day before the event creating the largest ticket sales
day
Twitter Metrics
• Setup new “Wine Awards” Vanity Named Twitter account and Created Custom Branding Graphics
• 1,221+ New “Wine” Targeted Followers
• 200+ Updates
• 495+ Twitter Mentions and Re-Tweets (RT) for #seawineawards and @wineawards
• 801 Click Throughs Tracked by Bit.ly URLs posted to Twitter
• 80 Direct Messages
• 99.5% Positive Sentiment
Positive Comments / Sentiment
“otiskenyonwine - @WINEAWARDS great. We loved it and look forward to seeing the video”
“WhidbeyWinery - It was a blast participating at #seawineawards. Thanks @wineawards!”
“woodenbearfarm - Heard #seawineawards was a huge success!”
“One of the clear Best of Shows at the #seawineawards was @ObeliscoEstate 2007 Obelisco Estate Cabernet
Sauvignon, Red Mountain”
39. POST EVENT
SOCIAL MEDIA ANALYTICS
Keep Building the Wave- Leverage Social + Media !!!
Build Social Networks with a Laser Gun
53. WHAT DID WE LEARN?
•Internet Dashboards are Critical for Operations
•Keep up with Social Media Mavens and Fast Moving Technology!!!
•Leverage Content in small “Digital Bytes”
•Post Content via Strategic Calendar to Social Media
•Twitter Works Great for Spreading the Word. Conversations!
•Spread the message across Facebook Groups, LinkedIn
•Re-post other Tweets and Blog Posts
•Videos Served for Direct Response Sales, Branding, Viral Spread
•Videos were Embedded in Webs/Blogs
•Twitter API “Throttles” and Lags when one IP is Registering Many
Accounts (Iran Election Same Day).
•Wine “list assignments” for reviews by Twitter team don’t work
•SWA needs a blog and integrated back-end marketing systems
•Web Services and Stats are Fragmented in Silos. Not Real-Time.
•Training and Streamlined Work Flows with Long-Term Planning
55. Mobilize Facebook, Twitter,
YouTube, Flickr, Delicious, Yelp,
Calendar, WordPress, Google
Analytics, GeoTagging and
Internet Dashboard.
MOBILIZE MEDIA + SOCIAL
Dashboard, Twitter, Facebook, iPhone 3GS Video > YouTube
View Stats, Post to Blog, Calendar, GeoTags, etc.