ingredients for success. facebook for wineries

Download Ingredients for success. Facebook for wineries

Post on 10-May-2015

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In this Facebook overview, we touch on the importance of planning and the creative ways for wineries to engage and grow their Facebook fans.

TRANSCRIPT

  • 1. 2011 Recipe Marketing

2.

  • Ingredients For Success
  • Facebook for Wineries

2011 Recipe Marketing 3. Facebook Stats Worldwide

  • #1 social network in the world (surpassing Google)
  • Over 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 4. 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 5.

  • So how do you leverage Facebook
  • for your winery?

2011 Recipe 6.

  • The goal isnt 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 7. The 4 Cs of marketing tactics

  • Clarity
  • Consistency
  • Creativity
  • Commitment

2011 Recipe 8. 1. Clarity

  • Clear Budget
  • Clear Objective
    • Build awareness
    • Increase sales
    • Market research
    • Customer service
    • Create loyalty
    • Optimize other marketing efforts

2011 Recipe 9. 1. Clarity

  • Clear Facebook Strategy
    • Who is your target audience?
    • Whats the best way to reach them?
      • Profile vs. Fan Page vs. Places Page

2011 Recipe Against Facebook TOS 10. Converting a profile into a business page 2011 Recipe http://ow.ly/5sCjO 11. Deleting duplicate places 2011 Recipe 12. 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 13. 2. Consistency

  • Consistent Brand Image
  • Consistent Brand Personality
  • Consistent Posting Presence
    • Hootsuite
    • Social oomph
    • Postling
    • Tweetdeck

2011 Recipe 14. 2. Consistency

  • Consistent Brand Image
    • Page picture
    • (180px by 540px)

2011 Recipe 15. 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 16. 2. Consistency

  • Consistent Brand Image
    • Is your Facebook image consistent with your brand?
    • Named correctly
    • Vanity URL (once you have 25 fans)

2011 Recipe 17. Facebook Fact

  • 199 out of every 200 interactions (99.5%) come from the users wall (or newsfeeds). This means thatalmost nobody is coming back to your fan page after they visit it the first time .
  • - Jeff Widman, CEO BrandGlue 2010

2011 Recipe 18. 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 19. 2. Consistency

  • When To Post
    • Facebook marketing
    • software company, Buddy
    • Media, found that
    • companies that post
    • content on their Facebook
    • pages outside normal
    • business hours see
    • engagement rates that are
    • 20% higher than average

2011 Recipe 20. 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 21. 2. Consistency 2011 Recipe 22. Facebook Fact

  • Not all your posts end up in your fans newsfeeds.

2011 Recipe 23. 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 24. Whats the secret sauce for fan engagement? 2011 Recipe 25. 3. Creativity

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

2011 Recipe 26. 3. Creativity

  • Creativity With Your Content
    • Create experiences, MOTM, Expert Fridays
    • Ecommerce (cruvee app)
    • Promotions (contests, coupons and sweepstakes via wildfire)

2011 Recipe 27. 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 28. 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 29. 3. Creativity

  • Creativity With Promoting Your Page
    • Invite your contacts

2011 Recipe 30. 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 Recipefoodandbeveragemarketingto 32665 31. 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 32. 3. Creativity

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

2011 Recipe 33. 4. Commitment

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

2011 Recipe 34.

  • Dont have a social presence if you wont be
  • present.
  • Anonymous

2011 Recipe 35. Facebook Post Script

  • Facebook is just one tactic in yo