Download - Ingredients for success. Facebook for wineries


Ingredients For Success

Facebook for Wineries

Facebook Stats Worldwide

• #1 social network in the world (surpassing Google)• Over ½ billion active users• 250 million people log in every day for an average of 55

minutes.• 68% of U.S. Facebookers when polled said they were more

likely to buy on a positive Facebook friend referral.

© 2011 Recipe

Facebook Stats For Wineries

• Over 1 million U.S. Facebookers have interest in “wine”• 1,500 U.S. Facebookers have interest in “zinfandel”• 4,340 U.S. Facebookers have interest in “cabernet sauvignon”.• 5,100 U.S. Facebookers have interest in “chardonnay”. • 1,320 U.S. Facebookers have interest in “box wine”.

© 2011 Recipe

So how do you leverage Facebook

for your winery?

© 2011 Recipe

“The goal isn’t to be good at Facebook – The goal is to be good at business because of Facebook.”

– Jay Baer, author of Convince & Convert, one of the planet's most popular social media blogs

© 2011 Recipe

The 4 C’s of marketing tactics

• Clarity• Consistency• Creativity• Commitment

© 2011 Recipe

1. Clarity

• Clear Budget• Clear Objective

– Build awareness– Increase sales– Market research– Customer service– Create loyalty– Optimize other marketing

efforts

© 2011 Recipe

1. Clarity

• Clear Facebook Strategy– Who is your target

audience?– What’s the best way to

reach them?• Profile vs. Fan Page

vs. Places Page

© 2011 Recipe

Against Facebook TOS

Converting a profile into a business page

© 2011 Recipe

http://ow.ly/5sCjO

Deleting duplicate places

© 2011 Recipe

1. Clarity

• Clear Facebook Strategy– What do you want them to do?– How will you know that it is

working?• Fans• Web traffic (Google analytics)• Sales• Impressions• SMOR, Facebook insights,

Swixhq, peoplebrowsr, socialbaker

© 2011 Recipe

2. Consistency

• Consistent Brand Image• Consistent Brand

Personality• Consistent Posting

Presence– Hootsuite – Social oomph – Postling– Tweetdeck

© 2011 Recipe

2. Consistency

• Consistent Brand Image– Page picture

(180px by 540px)

© 2011 Recipe

2. Consistency

• Consistent Brand Image– Having a landing page

doubles likeability (520 px width)

– Tabsite, North Social and Pagelever have plug and play Facebook landing page apps.

© 2011 Recipe

2. Consistency

• Consistent Brand Image– Is your Facebook image

consistent with your brand?

– Named correctly– Vanity URL (once you

have 25 fans)

© 2011 Recipe

Facebook Fact

“199 out of every 200 interactions (99.5%) come from the user’s wall (or newsfeeds). This means that almost nobody is coming back to your fan page after they visit it the first time.”

- Jeff Widman, CEO BrandGlue 2010

© 2011 Recipe

2. Consistency

• Consistent Personality– Admin rules– Page wall moderating

guidelines– Have set times for who

checks the wall and when and how they respond.

© 2011 Recipe

http://ow.ly/5sDEP

2. Consistency• When To Post

– Facebook marketingsoftware company, BuddyMedia, found thatcompanies that postcontent on their Facebookpages outside normalbusiness hours seeengagement rates that are20% higher than average

© 2011 Recipe

2. Consistency• How Often To Post

– Depends on your fans– Once a day to three days a

week– A study done by social

media toolbar provider, Visibli, found that Facebook posts get 50% of their likes in the first 80 minutes. It takes 22 hours for that same post to get 95% of its likes.

© 2011 Recipe

2. Consistency

© 2011 Recipe

Facebook Fact

Not all your posts end up in your fan’s newsfeeds.

© 2011 Recipe

Facebook Edge Rank

• How often a user interacts with your Facebook Fan Page content.

• The type of interaction

– comments are weighted heavier than likes.

• Content recency

© 2011 Recipe

What’s the secret sauce for fan engagement?

© 2011 Recipe

3. Creativity

• Creativity With Your Content• Events• Videos• Photos• Import blog• Add custom content• Third party articles• Testimonials• Follow 80/20 rule

© 2011 Recipe

3. Creativity

• Creativity With Your Content– Create experiences,

MOTM, Expert Fridays– Ecommerce (cruvee

app)– Promotions (contests,

coupons and sweepstakes via wildfire)

© 2011 Recipe

3. Creativity

• Creativity With Your Content– Deals

• 4 types to choose from: individual, loyalty, friend, charity

• Viral promotion of your Deals *inside* Facebook

© 2011 Recipe

Info from Mari Smith

3. Creativity

• Creativity With Your Posts– Is your post relevant,

engaging, memorable and actionable?

• Questions• Mix it up, not all serious• Breaking news • Tips• Guest Facebookers• Poll of the day• Ask about a topic

everyone is experiencing

© 2011 Recipe

3. Creativity

• Creativity With Promoting Your Page with Mobile– 250M+ active users

access Facebook via mobile

– Twice as active– Embrace Places and

Deals

© 2011 Recipe

Text: Like Recipefoodandbeveragemarketing

to 32665

3. Creativity

• Creativity With Promoting Your Page• Give people lots of

ways to like you• Open graph/Social

plugins• Facebook Send button

(NEW!)

© 2011 Recipe

3. Creativity

• Creativity With Promoting Your Posts– Like them– Comment on them– Share them– @ tags– Facebook Ads

© 2011 Recipe

4. Commitment

• Commitment To Facebook Success– Posting regularly– Engaging authentically– Measuring often– Making adjustments– Rinse and repeat

© 2011 Recipe

Facebook Post Script

• Facebook is just one tactic in your marketing toolbox– Think deep and wide engagement. Communicate

across multiple channels• Twitter• Linkedin• Website• Blog• Advertising• Public Relations

© 2011 Recipe


www.recipemarketing.com

Download - Ingredients for success. Facebook for wineries

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