2013 unified wine & grape symposium - new technologies & digital media
DESCRIPTION
The New Technologies & Digital Media presentation from the 2013 Unified Wine & Grape Symposium.TRANSCRIPT
@SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf@3rockmarketing @TeplinNuss @CleverGirlsColl @LaCremaWines @MutineerMag
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
New Technologies &
Digital Media
#UWGS
@SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf@3rockmarketing @TeplinNuss @CleverGirlsColl @LaCremaWines @MutineerMag@SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf@3rockmarketing @TeplinNuss @CleverGirlsColl @LaCremaWines @MutineerMag
Some Questions For You
#UWGS
@SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf@3rockmarketing @TeplinNuss @CleverGirlsColl @LaCremaWines @MutineerMag@SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf@3rockmarketing @TeplinNuss @CleverGirlsColl @LaCremaWines @MutineerMag
What we’ll cover
• Introductions
• Panel Presentations
• Time for a chat
• Q & A#UWGS
@SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf@3rockmarketing @TeplinNuss @CleverGirlsColl @LaCremaWines @MutineerMag@SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf@3rockmarketing @TeplinNuss @CleverGirlsColl @LaCremaWines @MutineerMag
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
#UWGS
@SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf@3rockmarketing @TeplinNuss @CleverGirlsColl @LaCremaWines @MutineerMag@SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf@3rockmarketing @TeplinNuss @CleverGirlsColl @LaCremaWines @MutineerMag
• 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
Ashley Nicole Teplin @AshleyTeplin
#UWGS
@SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf@3rockmarketing @TeplinNuss @CleverGirlsColl @LaCremaWines @MutineerMag@SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf@3rockmarketing @TeplinNuss @CleverGirlsColl @LaCremaWines @MutineerMag
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 @CleverGirlsColl @LaCremaWines @MutineerMag@SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf@3rockmarketing @TeplinNuss @CleverGirlsColl @LaCremaWines @MutineerMag
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-to-
print 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
#UWGS
@SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf@3rockmarketing @TeplinNuss @CleverGirlsColl @LaCremaWines @MutineerMag@SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf@3rockmarketing @TeplinNuss @CleverGirlsColl @LaCremaWines @MutineerMag
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.
#UWGS
Traditional Public Relations in the era of new media
@AshleyTeplin + @TeplinNuss
@SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf@3rockmarketing @TeplinNuss @CleverGirlsColl @LaCremaWines @MutineerMag
#UWGS
Traditional Wine PR?
New Media?
vs.
Yes to both.
Analyze your Online Self.
Be a storyteller.
On your social networks In press releases
In person
Create a cohesive PR and Social Networking plan.
Get Organized.
Be realistic.
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.
Top 5 PR TipsPR Meets Social
Tip #1
Create an individualized and engaged online and offline voice that is specific to
your brand audience.
Tip #2
Build your media, social and personal rolodex.
Tip #3
Less is more.
Tip #4
Don’t say anything online that you wouldn’t say to the media.
Tip #5
Ask for help + continue to educate yourself on new ways to build your
brand online and in person.
Traditional Public Relations in the era of new media
@AshleyTeplin + @TeplinNuss
@SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf@3rockmarketing @TeplinNuss @CleverGirlsColl @LaCremaWines @MutineerMag
#UWGS
SOCIAL MEDIA & INFLUENCER OUTREACH
@SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf@3rockmarketing @TeplinNuss @CleverGirlsColl @LaCremaWines @MutineerMag
5 MYTHS & MISCONCEPTIONS
#1. SOCIAL MEDIA IS ALL HYPE;
THERE IS NO ROI
% THAT
BLOGSARE MORE LIKELYTO INFLUENCEPURCHASING DECISIONS THAN
MAGAZINES
63%
% OF CONSUMERS WHO SAY FRIENDS’ SOCIAL MEDIA POSTS DIRECTLY INFLUENCED A
PURCHASE DECISION
81%
#2. IF YOU BUILD IT
THEY WILL COME
#3.
“WE WANT IT TO GO VIRAL!”
image: popdust.com
#4.
CONTENT
IS
KING
#5. WE NEED TO BUILD
RELATIONSHIPS WITH OUR CUSTOMERS
7 WAYS TO BE A
ROCKSTAR…
(…AND AVOID THE FAIL)
#1. CREATE A PLAN THAT
1. SOLVES PROBLEMS
2. MEETS BUSINESS OBJECTIVES
#2.
KNOW YOUR
AUDIENCE
#3.
“SPRAY & PRAY”
IS NOT THE ONLY WAY
#4.
REACH BEYOND
WINE BLOGGERS
(REACH BEYOND BLOGGERS ALTOGETHER)
#5. BE THOUGHTFUL ABOUT WHO IS
INFLUENTIAL TO
YOU
#6. MEASURE
EVERYTHING
#7. DON’T JUST BE AN
ADVOCATE, BE A
TEACHER
SOCIAL MEDIA IS LIKE A
GIANTCOCKTAIL PARTY
SOCIAL MEDIA IS LIKE A
GIANTCOCKTAIL PARTY
THANK YOU.
(NOW GO PARTY)
Managing your Social Media Brand
@SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf@3rockmarketing @TeplinNuss @CleverGirlsColl @LaCremaWines @MutineerMag
#UWGS
A word about disclosure
Where do I start?
Must Have:
Nice to Have
Extra Credit
Do Fewer Things Better
Crunch the Numbers
Less Artsy, More FartsyOr, why you can engage without
being 100% on message.
Find the Sweet SpotSweet Not Sweet
Repeat what works
Do the same thing
differently
Spend some $$ on ads.
Stay CurrentFind some relevance to wrap
your marketing message around.• Holidays• Events• Seasons• What’s happening at the
winery?• Birthdays• News topics (be careful)
Best Practices for:
• Facebook• Twitter• Instagram• Pinterest
Source: LinchpinSEO.com
Source: LinchpinSEO.com
Source: LinchpinSEO.com
• 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.
• Don’t unitask.• Make a crappy picture less
crappy.• If the picture is good, don’t
filter.
• Careful with interactions (no age-gating).
• Photos only, not images.• Create a hashtag.
• Convert to business page.• Promote the
lifestyle/personality.• Repurpose photos.• Add the Pin It button.• Photos only, not images.
• Drive pins to more info.• Honor thy copyright.• Set yourself up to be noticed.• Careful with interactions.
Managing your Social Media Brand
@SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf@3rockmarketing @TeplinNuss @CleverGirlsColl @LaCremaWines @MutineerMag
#UWGS
@SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf@3rockmarketing @TeplinNuss @CleverGirlsColl @LaCremaWines @MutineerMag
#UWGS
1990 - 2000
1990 - 2000
1,294 NEW WINERIES
1,200 NEW BREWERIES
NEW WINERIES
NEW BREWERIES
1990 - 2000
1990 - 2000
1,294 NEW WINERIES
1,200 NEW BREWERIES
2000 - 2010 4,722 NEW WINERIES
2000 - 2010 204 NEW BREWERIES
NEW WINERIES
NEW BREWERIES
All About Beer: 1979Draft: 2006Imbibe: 2006Beer West: 2007Beer Advocate: 2007Beer: 2008Mutineer: 2008Beer Connoisseur: 2009
Beer Consumer Print Magazine Launches
U.S. Consumer Print Beverage Magazine LaunchesDecanter: 1975 (UK w/US influence)
Quarterly Review of Wines: 1977 (Stopped Printing in 2009)
Wine Advocate: 1978Wine Enthusiast: 1979
Wine Spectator: 1976/1979All About Beer: 1979Wine & Spirits: 1981
Wine News Magazine: 1985 (Stopped Printing in 2009)
Wine X: 1997 (Stopped Printing in 2007)
Draft: 2006Imbibe: 2006
Beer West: 2007Beer Advocate: 2007
Beer: 2008Mutineer: 2008
Beer Connoisseur: 2009
“...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
@SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf@3rockmarketing @TeplinNuss @CleverGirlsColl @LaCremaWines @MutineerMag
#UWGS
@SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf@3rockmarketing @TeplinNuss @CleverGirlsColl @LaCremaWines @MutineerMag@SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf@3rockmarketing @TeplinNuss @CleverGirlsColl @LaCremaWines @MutineerMag
Time for a chat
• Video
• Visual Works
• The Mobile Web
• Workplace Guidelines
• Measuring Success#UWGS
@SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf@3rockmarketing @TeplinNuss @CleverGirlsColl @LaCremaWines @MutineerMag@SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf@3rockmarketing @TeplinNuss @CleverGirlsColl @LaCremaWines @MutineerMag
Video
• Quality Production
• Length
• Use Everywhere
• Host on YouTube for searches
• Advertise It
#UWGS
@SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf@3rockmarketing @TeplinNuss @CleverGirlsColl @LaCremaWines @MutineerMag@SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf@3rockmarketing @TeplinNuss @CleverGirlsColl @LaCremaWines @MutineerMag
#UWGS
@SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf@3rockmarketing @TeplinNuss @CleverGirlsColl @LaCremaWines @MutineerMag@SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf@3rockmarketing @TeplinNuss @CleverGirlsColl @LaCremaWines @MutineerMag
Visual Works
• Photographs
• Pinterest / Instagram / Flickr
• Visual Paradise
• Huge Female Usage
#UWGS
@SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf@3rockmarketing @TeplinNuss @CleverGirlsColl @LaCremaWines @MutineerMag@SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf@3rockmarketing @TeplinNuss @CleverGirlsColl @LaCremaWines @MutineerMag
The Mobile Web
• Traffic Growth
• Google Searchability
• Reduced Navigations
• Metrics
#UWGS
@SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf@3rockmarketing @TeplinNuss @CleverGirlsColl @LaCremaWines @MutineerMag@SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf@3rockmarketing @TeplinNuss @CleverGirlsColl @LaCremaWines @MutineerMag
Static
#UWGS
@SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf@3rockmarketing @TeplinNuss @CleverGirlsColl @LaCremaWines @MutineerMag@SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf@3rockmarketing @TeplinNuss @CleverGirlsColl @LaCremaWines @MutineerMag
Mobile
#UWGS
@SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf@3rockmarketing @TeplinNuss @CleverGirlsColl @LaCremaWines @MutineerMag@SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf@3rockmarketing @TeplinNuss @CleverGirlsColl @LaCremaWines @MutineerMag
Workplace Guidelines
• Crisis Planning
• Employee Guidelines
• Legal Advise
• Not Going Away
#UWGS
@SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf@3rockmarketing @TeplinNuss @CleverGirlsColl @LaCremaWines @MutineerMag@SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf@3rockmarketing @TeplinNuss @CleverGirlsColl @LaCremaWines @MutineerMag
#UWGS
@SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf@3rockmarketing @TeplinNuss @CleverGirlsColl @LaCremaWines @MutineerMag@SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf@3rockmarketing @TeplinNuss @CleverGirlsColl @LaCremaWines @MutineerMag
#UWGS
@SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf@3rockmarketing @TeplinNuss @CleverGirlsColl @LaCremaWines @MutineerMag@SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf@3rockmarketing @TeplinNuss @CleverGirlsColl @LaCremaWines @MutineerMag
#UWGS
@SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf@3rockmarketing @TeplinNuss @CleverGirlsColl @LaCremaWines @MutineerMag@SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf@3rockmarketing @TeplinNuss @CleverGirlsColl @LaCremaWines @MutineerMag
Measuring Success
• Versus Goals
• Measurement Tools
• Website Traffic
• Customer Service
#UWGS
@SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf@3rockmarketing @TeplinNuss @CleverGirlsColl @LaCremaWines @MutineerMag@SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf@3rockmarketing @TeplinNuss @CleverGirlsColl @LaCremaWines @MutineerMag
Questions & Answers
@SocialAndy @AshleyTeplin @KristySF
@MarkInNorcal
@AlanKropf#UWGS