M A R C H 1 9 , 2 0 1 3

B O B S I L V E R , S I L V E R S T R A T E G I C C O M M U N I C A T I O N S

K A R E N R O S E N Z W E I G , O N E S M A R T C O O K I E M A R K E T I N G

T E R R I A N N J O H N S O N , S O C I A L M E D I A S T R A T E G I S T / B I L L T H E B U T C H E R

Content Marketing and Social Media Platforms

Overview and Content Marketing

Bob Silver

Silver Strategic Communications

Social Media Explained thru Wine

I’m drinking Wine.

I like Wine.

I have skills and knowledge of Wine.

This is where I drink Wine.

Here’s a vintage photo of wine.

Here’s how to open a bottle of wine.

I work for Google and drink wine. I’m listening to music to accompany drinking wine.

Setting the stage, part 1

I think it’s an amazing time now to promote wines of the world,

wines with a story, not just a product but with a real story behind the people that are making it. That’s the real trend that

I’m seeing.

People want wines with stories of integrity instead of just wines with names or nice labels and a heavy bottle. People want to

know about the wine.

They want a story.

Rajat Parr, March 2013, WA Wine Report

Setting the stage, part 2

We’ve entered an age when every company and every individual can be a media outlet with the capacity to

create and syndicate content.

Forbes, March 2013

Setting the stage, part 3

4:1 ratio, PR flacks to journalists

Journalists are overloaded and look for other sources for story ideas.

Nearly half of Americans under the age of 21 cites

Facebook as their primary source of news.

Setting the stage … in summary

Consumers want a good story

All of us have the opportunity to be storytellers

We can’t rely on third-party media to tell our story

What is content marketing

The art of communicating with your customers and potential customers without selling.

Delivering information that makes your buyer more

intelligent.

If we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us

with their business and loyalty.

-  Content Marketing Institute

What is content marketing

Good content marketing makes a person stop and …

read… think…

behave…

differently.

The power of content marketing

80% of consumers prefer to get company information

in a series of articles versus an advertisement

70% say content marketing makes them feel closer to the sponsoring company

60% say that company content helps them make better

product decisions

The importance of storytelling

The art of storytelling play a major role in content

marketing today.

Not all brands realize the importance of unearthing their core story and learning to tell stories in ways that

endear new fans and motivate advocates.

Jon Thomas, Post Advertising, March 2012

Stories produce experiences

A story-based experience creates an impression of your brand that doesn’t rest on the precarious edges of your

customer’s minds but sits deep in their hearts.

Stories make your message unique

What’s your origin story?

Where did your brand come from?

How has that shaped your product or service?

Your story sets you apart from the competition.

Stories = emotional glue

If it weren’t for stories, your brand wouldn’t mean much to your audience.

It’s those stories that create a real connection.

Stories shape information into meaning

There’s nothing more mind numbing than hearing or

reading a bunch of facts and figures.

A true marketer will weave a story around the information to create meaning for the audience.

Stories can motivate actions

Stories are uniquely able to move people’s hearts,

minds and wallets in the storyteller’s intended direction.

Stories are more likely to be shared

When a story resonates and moves people emotionally,

they retell it many times over, ultimately amplifying the message.

Stories are less likely to be resisted

When we know we’re being marketed to, we close our

ears. We don’t have 30 seconds to be interrupted.

But when we’re told a story, miraculously, we have 30 minutes to listen.

Our arms unfold and we lean forward, excited to hear

what comes next.

What is content marketing?

The art of communicating with your customers and potential customers without selling.

We do this most successfully by telling a story.

Top 10 tips about content marketing

#10 – Your customers want it

More than one-third of American adults under 30 receive their news from social networks

Nearly 20 percent of all Americans received news on a mobile device

Of older adults (50-64) who are online, 50 percent are active on a social

networking site.

#9 – You’re probably doing it already

�  Facebook �  Twitter �  Instagram �  Free & easy publishing

platforms

# 8 – You define who you are

�  If you don’t tell your own story, someone else will tell it for you

�  Make it personal �  Support with facts,

metrics and anecdotes

#7 – It’s not complicated

�  Don’t overthink it �  Conversation in a coffee

shop �  Participate �  Have fun!

#6 – It’s not all about you

�  User-generated content �  Curated content �  Your own content

�  Words, images, video

#5 – ‘Free’ yields great ROI

�  Engagement �  Sharing �  Listening �  Did they convert?

�  Ask questions!

#4 – Engage!

�  Competitions �  Crowd-sourcing �  Games �  Gifts �  Guides �  Surveys �  ‘Customer experience’

studies

# 3 – Win over your customers

�  Invite customers to share and participate

�  Be authentic – it’s not all unicorns and rainbows

�  What worked, what didn’t and what could we do better?

# 2 – Keep up the momentum

�  Story telling �  Answer questions �  Make it personal �  Check out the

competition

�  T.N.S.T.A.A.N.I.I.M!

#1 – Because I said so… that’s why!

Any questions?

Twitter

Karen Rosenzweig

One Smart Cookie Marketing

W I N E R I E S O N T W I T T E R

How Tweet It Is!

Top 10 Ways Wineries Can Use Twitter

First – Pick a Goal!

�  Are you looking to sell wine?

�  Connect with your consumers?

�  Get word of your winery out there?

�  Media/blogger attention?

#10 Power of lists

�  Twitter is like a big scrolling TV feed

�  Create lists to track topics, people, geography, wineries, media or however you want to sort people

#9 Take us behind the scenes

�  Everyone wants to see the magic “behind the curtain”

#8 Exclusive offers

�  Give people a reason to follow you, make them feel special

�  Give your twitter followers a secret word/code to mention when they come in for the deal (and track that traffic!)

#7 Event networking

�  Connect with attendees and vendors before, during & after an event (#hashtag)

�  Promote local events �  Invite us to special

events at your winery

#6 Share your good news

�  Mention your awards, reviews, accomplishments

�  Retweet good media coverage

�  Make announcements about upcoming events

#5 Virtual Wine Tastings

�  One of the best ways to meet people & build a community is through a Twitter virtual wine tasting

�  #merlot �  #dustedvalley �  #cabfranc

#4 Search Capability

�  Twitter can become your own news channel – competitors, what’s new, articles, recommendations, who’s wine tasting in your area today!

#3 Superhighway to your website

�  Get more people to your website where they can actually buy wine, come to an event or otherwise support you

#2 Build Relationships

�  Spend time replying to guests who’ve tweeted about their recent visit

�  Share wine blogger articles

�  Comment on or retweet media articles

�  Tweet happy birthday wishes to a follower

�  Extend congratulations for an award

#1 Customer Service

�  You are a winery that makes a fantastic product.

�  Wineries in the immediate area make an equally fantastic product.

�  You want your winery to be the one people choose.

�  When the quality is the same, people choose based on price point and/or great customer service.

�  Since price point isn’t really negotiable, you need to go with customer service.

�  Twitter, when used correctly, is a customer service tool.

Last - Don’t be a robot!

�  Twitter and Facebook are different forums with very different audiences that all speak different languages

�  Scheduling posts is not the same as auto-posting

Facebook

Terri Ann Johnson

Social Media Strategist/

Bill the Butcher

A P E R F E C T P A I R I N G W I T H W I N E .

The Facebook Ten

Facebook: Remember it is a tool.

�  It is a tool to tell YOUR story, YOUR Winery’s Story, YOUR Wine’s story.

�  It is a conversation, marketing, sales, public relations, customer service, media outreach, event management, support and did we mention conversation?

�  To be Effective you must be Consistent, Brand-appropriate & Authentic.

1. Find your Voice

�  You will need a clear & consistent voice that will be representing your brand, your winery, your wine. ¡  More words than twitter, doesn’t mean you have to be long-

winded.

�  Be respectful, but don’t be afraid to have fun or be honest.

�  Decide what topics & subjects are part of your brand identity – sports, food, a specific activity or passion. Share with your followers & connect with them.

�  You can’t please everyone and that’s ok.

2. Timeline

�  Share the story of how your winery came to be. �  Share the story of each vintage or varietal. �  Share your personal story with wine. �  Share your milestones: First Bottling, 100th Case

sold, 500th Bottling, Tasting Room open, Awards & mentions. Big or small, share the victories with your friends and followers.

�  Back-date posts & photos to create story for viewer to follow.

3. Be Visual

�  Set story with Cover Photo (851x315 pixels)– but here are the No’s – including cannot be more than 20% text: ¡  Price or purchase information, such as “40% off,” “Download it at our website,” or “Free

Sunglasses All Summer Long.” ¡  Contact information, such as web address, email, mailing address or other information intended

for your Page’s About section. ¡  References to user interface elements, such as Like or Share, or other Facebook site features. ¡  Calls to action, such as “Get it now” or “Tell your friends.”

�  Don’t underestimate profile photo – it follows you where ever you post. (180x180 pixel). ¡  Best choice- square recognizeable version of your logo

4. Be More Visual!

�  Photos > 1,000 words; make them count though! �  Right Size & Right Message- doesn’t need to be

professional but do think about lighting, focus and what the photo says about you, the wine & the winery.

�  Set up Photo Albums to organize & enable easy browsing �  Tag when appropriate – where & who. �  Don’t forget to ask for your consumers, your fans, your

friends to share their photos!*

�  *Contests & Promotions yet to come…

5. To Like or Not To Like

�  Seek out other like-minded companies, brands and friends.

�  Build community, find support , keep up-to-date and find content & conversation.

�  Give credit where credit due; the power of the @.

�  Remember that what you like feeds into newsfeed of your followers; don’t become white noise. Make the message count.

6. Events & Tastings – In-Person or Virtual

�  Event Management- creating event page can make easily shareable ‘buzz’ for an event.

�  Share info & images – before & after event.

�  News Event Photo Size!

7. Customer Service & Reviews

�  Reviews, comments, questions can happen at anytime & in public – be ready for the good & the bad.

�  Acknowledging a good review can be just as important as a bad. An empowered fan can become a an evangelist and your best PR.

�  Bad grapes happen; it’s how you handle it that makes the difference. In some cases, you’ll never make them happy, but the audience that saw you try might just become fans for life.

�  Know when to walk away, and if necessary block.

8. Google Search, SEO & Facebook Open Search.

�  Bing & Google searches can be driven by social media posts & interactions. Person B searches keywords; results driven by their ‘friends’ likes.

�  More search capability coming to Facebook allowing search that will show facebook comments & posts.

�  What does it mean? Your words, likes and comments have consequences beyond facebook. ¡  When it comes to brand name, wine names – be complete and

consistent. ¡  Know what search words you connect with.

Bing Search connected to Facebook

Facebook Search of Web

9. Facebook is free, or is it?

�  Promoted Posts; what are they, how does it work & how much does it cost? ¡  There is an ever-changing, evolving formula that determines

the make-up of the newsfeed. The more interactive your posts, the greater the percent of your followers see your updates.

¡  For important updates, events or just to increase your followers, promoted posts can be relatively cheap and effective. Promoted Posts push your post to more of your followers (& option to push to their friends’ newsfeed) over three days for as little as $5.

¡  Results go back to quality of content & interaction.

9. Facebook is free, or is it?

�  Facebook Ads: when, to whom & how much. ¡  Ads display along right side and can include promoted story in

newsfeed. ¡  Have a specific goal: Increase followers or Drive Traffic. Do

you want more people to see your name, your wine? Or do you want event attendance or traffic to online sales? That determines eyeballs or clicks.

¡  Who are you targeting & What is budget?

9a – Numbers Matter.

10. But it is all about YOU & YOUR Story

�  What ever you post, whenever you post it – it has meaning now because you shared it.

�  The text, the updates, the photos, the likes, the events; they are a now a record of that define you and your winery.

�  The conversation you have with customers in your tasting room or at wine dinner; no different then the conversation you can have on Facebook. Take those topics, conversations and questions and share.

�  But just remember it’s your story & your conversation.