tapping into social media 2014 - paul mabray
TRANSCRIPT
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Tapping'into'Social'Media'
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Smart'phones'are'ge4ng'smarter'.'.'.'
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Search'is'the'fiber'that'connects'the'web'.'.'.'Doug'Cook'–'Ablegrape.com'
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The'Customer'is'in'control'
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There’s'no'holding'it'back'
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Confused?'
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The$Most$Compe,,ve$Wine$Market$in$Human$History$$
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Telling'the'same'story'
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There'are'almost'no'advantages'to'buy'direct'from'a'winery.'
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Prepare'for'the'toughest'fight'ever.'
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Social'media'is'not'the'panacea.'
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Customer'RelaFonships'(past)'
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The'new'customer'relaFonship'
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Social'Media'is'the'thin'connecFon'with'customers'between'the'strong'ones.'
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Social'is'a'public'1:1'twoKway'conversaFon.'
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ROI'
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ROI'
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#proof'
“An'extra'halfKstar'on'Yelp'reduces'reservaFon'availability'by'approximately'19'percentage'
points.”'K'The'Economic'Journal,'5'October'2011'
'
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'
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An'average'winery'gets'2'–'20'organic'menFons'per'week'
Over'80%'of'those'go'unanswered'
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Wine'and'Social'Media'
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ONE'DOES'NOT'SIMPLY'
WALK'INTO'MORDOR'
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Some'hard'hi4n’'stats'
• An'average'of'1.5'million'organic'conversaFons'about'wine'
• 450K'new'people'talking'about'wine'on'social'media'
• Over'60M'“quality”'conversaFons'about'wine'on'SM'in'the'last'5'years'from'600'million'analyzed'conversaFons'
• Over'16'million'people'profiled'that'menFoned'wine'1x'on'SM'
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Wine consumers now self identify'
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Listen and respond to
YOUR customers'
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Listen and respond to competitors customers'
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Listen and respond to
nearby locations'
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Listen and respond to
people talking
varieties'
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Our'customer'interacFons'are'myopic'
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I'am'the'sum'of'my'parts'
Foodspotting!Pmabray!!!!!Instagram!pmabray!!!!!!Foursquare!Paul M.!
Paul Mabray!
Twitter!@pmabray!!!!!Facebook!Paul Mabray!!!!!!Google +!pemabray!
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Texture'aka'Context'is'Everywhere'
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If you make customers unhappy in the physical world, they might each tell 6
friends. If you make customers unhappy on the Internet, they can
each tell 6,000 friends. -Jeff Bezos !
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When'Social'Media'Goes'Wrong'
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Follow'the'Pareto'aka'Social'White'Glove'Treatment'
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Reward'your'customers'
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Reward'your'best'advocates'
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Connect'with'customers'who'visit'
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The'old'raFng'system'
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The'new'raFng'system'
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The'Old'CriFc'
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The'Old'CriFc'
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The'New'CriFc'
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The'New'CriFc'
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The'New'CriFc'
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The'New'CriFc'
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The'New'CriFc'
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For people under 40,! 70% of the content they read online has been written by somebody they know.*
For people under 40,! 70% of the content they read online has been written by somebody they know.*
For people under 40,! 70% of the content they read online has been written by somebody they know.*
For'people'under'40,'70%'of'the'content'they'read'online'has'been'wrigen'or'shared'by'somebody'they'know.'''
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YOU'ARE'A'MEDIA'COMPANY'
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“Content'will'be'the'future'of'adverFsing,'people'distribuFng'and'creaFng'content'for'your'brand'will'be'the'barometer'of'your'adverFsing'success.”''Barry'Schuler'–''former'CEO'AOL/Time'Warner/CEO'Meteor'Vineyards'
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='
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Many'Hands'Make'Light'Work'
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• Listen'and'engage'where'&'when''appropriate'
• Tell'YOUR'story''• Encourage'brand'interacFons'• Service,'service,'service'• YOLO'
!– Paul Mabray !– CEO!– [email protected]!– 707.320.8891!– @pmabray!