2nd Annual International Wine Tourism Conference & Workshop, Barcelona Feb 2010 A brief definition of what a Blog is and how it can help wineries in their marketing strategy to enhance wine tourism activities. The main goal set in this panel is that wineries identify the advantages and disadvantages of creating a blog and make them wonder if they really need one. Because not all wineries should have a blog…should they?

1. What is a Blog and why should
a winery have one?
Session 2.3 Panel Discussion
Barbara Siemianiuk (Caves Montau de Sadurní)
Ana Belén Hernández Soto (Vintae Luxury Wine Specialists)
Marcel Sabaté i Coca (Cavas Castellroig)
Albert Moreno (FeedbackMP)
2 / 2 / 2010

2. PANEL OBJECTIVES

3. PANEL OBJECTIVES
1 Understand what a blog is

4. PANEL OBJECTIVES
1 Understand what a blog is
2 Identify how can help your winery

5. PANEL OBJECTIVES
1 Understand what a blog is
2 Identify how can help your winery
3 Learn from winery bloggers experience

6. PANEL OBJECTIVES
1 Understand what a blog is
2 Identify how can help your winery
3 Learn from winery bloggers experience
4 Get a clear idea of how can enhance your
winetourism strategy

8. Panel discussion:
Blog definition
What is a Blog and why
should a winery have one? Useful tips
Meet the bloggers!

10. A BRAND NEW
SCNENARIO

12. Millions of consumers use the web to get
information before a purchase or a visit.

13. Millions of consumers use the web to get
information before a purchase or a visit.
On the Internet people participate, collaborate,
share pictures and videos, create contents.

14. Millions of consumers use the web to get
information before a purchase or a visit.
On the Internet people participate, collaborate,
share pictures and videos, create contents.
People are active!

16. Within an extremely interconnected world new rules
and tools are being developed: blogs, wikis, podcasts,
RSS, SEO, SEM, online viral videos, pictures sharing,…

17. Within an extremely interconnected world new rules
and tools are being developed: blogs, wikis, podcasts,
RSS, SEO, SEM, online viral videos, pictures sharing,…
We look after RECOMENDATIONS from people like
us!

19. SENDER MESSAGE RECEIVER
THE OLD COMMUNICATION MODEL WHAS A MONOLOGUE

20. !"#$%&'($
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.
0,#'(1

22. SENDER MESSAGE RECEIVER
THE NEW COMMUNICATION MODEL IS A DIALOGUE

23. '.&)
1&" !"
/0 #$
,
(.)
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&()
2."&(3
*+")%,&()

25. BLOG

27. It's a Web-based on-line journal
powered by a self-publishing tool that
enables the author(s) to regularly and
easily update the content.

28. It's a Web-based on-line journal
powered by a self-publishing tool that
enables the author(s) to regularly and
easily update the content.
Blog posts are presented in reverse
chronological order. Each entry is time
and date-stamped.

30. Readers can interact:
commenting and giving a feedback.

32. BLOG: BRIEF DEFINITION
Blog, short form of “Web Log” is an easy to
publish website.
It is written in an informal, conversation style that
tells the “real” story.
It's a marketing and communication channel, but
SO, WHAT IS IT? with a twist – it's 2 way
Connects you to noisy, rugged, global
conversation – the blogosphere
Alerts readers automatically about new additions
Is updated frequently

33. so...

34. so...
Should your winery
blog?

36. 10 years ago people asked
should we get an email ?

37. 10 years ago people asked
should we get an email ?
EVENTUALLY EVERYONE GOT AN EMAIL ADDRESS

39. Next they asked...
“Do we really need a website?”

40. Next they asked...
“Do we really need a website?”
WHEN SEARCH GOT GOOD EVERYONE WENT ONLINE

42. And now...
“Should your winery blog?”

43. And now...
“Should your winery blog?”
ANSWER IS...
YES, YES, YES

45. Because the internet is humanising, and blogs help humanise
a winery

46. Because the internet is humanising, and blogs help humanise
a winery
Because the blogosphere helps keep your finger on the pulse of
the industry, and being a part of that sphere adds credibility.

47. Because the internet is humanising, and blogs help humanise
a winery
Because the blogosphere helps keep your finger on the pulse of
the industry, and being a part of that sphere adds credibility.
Because consumers are smarter today.

48. Because the internet is humanising, and blogs help humanise
a winery
Because the blogosphere helps keep your finger on the pulse of
the industry, and being a part of that sphere adds credibility.
Because consumers are smarter today.
Because it means you can communicate with your
communities unfiltered, and it promotes instant feedback.

49. Because the internet is humanising, and blogs help humanise
a winery
Because the blogosphere helps keep your finger on the pulse of
the industry, and being a part of that sphere adds credibility.
Because consumers are smarter today.
Because it means you can communicate with your
communities unfiltered, and it promotes instant feedback.
Because it builds a network.

50. Mr Paul Watzlawick

51. You cannot...
NOT communicate!
Mr Paul Watzlawick

53. Whatever you do, you are
sending out a message, even if
you intend not to.

55. OR...MORE TO THE POINT:

56. OR...MORE TO THE POINT:
BY REFUSING TO COMMUNICATE YOU ACTUALLY
COMMUNICATE A MESSAGE WHICH SAYS
THAT YOU DO NOT WANT TO COMMUNICATE.

58. Clear enough?

60. But...
there are
ROAD BLOCKS!

62. it's something new - and most of us don't like
change

63. it's something new - and most of us don't like
change
it does not (immediately) appear to have a benefit
- so why bother?

64. it's something new - and most of us don't like
change
it does not (immediately) appear to have a benefit
- so why bother?
it creates additional workload - and don't we
have enough to do, already?

66. So what are the real values of blogging?

68. 1 Branding

69. 1 Branding
2 Improves SEO - Google rank. Drives traffic to site

70. 1 Branding
2 Improves SEO - Google rank. Drives traffic to site
3 Market research and learning

71. 1 Branding
2 Improves SEO - Google rank. Drives traffic to site
3 Market research and learning
4 Innovation: new products / activities

72. 1 Branding
2 Improves SEO - Google rank. Drives traffic to site
3 Market research and learning
4 Innovation: new products / activities
5 Building community: visitors, customers and other bloggers

73. 1 Branding
2 Improves SEO - Google rank. Drives traffic to site
3 Market research and learning
4 Innovation: new products / activities
5 Building community: visitors, customers and other bloggers
6 Transparency and authenticity

74. 1 Branding
2 Improves SEO - Google rank. Drives traffic to site
3 Market research and learning
4 Innovation: new products / activities
5 Building community: visitors, customers and other bloggers
6 Transparency and authenticity
7
Direct access to your costumers: discovers potential evangelists
through comments

76. So why are most wineries
concerned about Blogging?

78. "Losing control" of what
people are saying about
you or your products!

80. But, you never HAD control of the what people say about
you anyway...
People are blogging (talking)

81. You can't control the message. Get over it!
But you CAN join the conversation and make sure your
side of the story is heard!

83. Somebody will say something

85. Its an opportunity for you to learn and improve!

86. Its an opportunity for you to learn and improve!
And if people do say something about your product that is
untrue, you have an opportunity to correct it by
responding appropriately!

87. Blog definition
Useful Tips
Meet the bloggers!

88. Panel discussion:
Blog definition
What is a Blog and why
should a winery have one? Useful Tips
Meet the bloggers!

90. USEFUL TIPS

92. HOW SHOULD WE START BLOGGING?

94. Major points on
How to blog?

96. HOW TO BLOG?
MAJOR POINTS

97. HOW TO BLOG?
Create a Policy
MAJOR POINTS

98. HOW TO BLOG?
Create a Policy
Post often, post fast: must be dynamic
MAJOR POINTS

99. HOW TO BLOG?
Create a Policy
Post often, post fast: must be dynamic
Blog around your expertise, people want
to hear it!
MAJOR POINTS

100. HOW TO BLOG?
Create a Policy
Post often, post fast: must be dynamic
Blog around your expertise, people want
to hear it!
MAJOR POINTS
Be truthful

101. HOW TO BLOG?
Create a Policy
Post often, post fast: must be dynamic
Blog around your expertise, people want
to hear it!
MAJOR POINTS
Be truthful
Include photos, mini videos

102. HOW TO BLOG?
Create a Policy
Post often, post fast: must be dynamic
Blog around your expertise, people want
to hear it!
MAJOR POINTS
Be truthful
Include photos, mini videos
Be human

103. HOW TO BLOG?
Create a Policy
Post often, post fast: must be dynamic
Blog around your expertise, people want
to hear it!
MAJOR POINTS
Be truthful
Include photos, mini videos
Be human
Encourage readers to use RSS and share your posts

105. RECOMMENDED TOOLS:

107. FREE

108. FREE
EASY TO USE

114. Listen, then engage!
•Participate by having conversations
•Encourage interactions (polls, questions, retweets,
commenting)
•Monitor Twitter, TripAdvisor, etc.
•Encourage users to review your wine on cellar sites and wine
social media sites
•Learn to understand you visitors needs

115. Invite friends and cross promote at every
opportunity: tasting room, wine club, tours, events,
etc.

116. Invite friends and cross promote at every
opportunity: tasting room, wine club, tours, events,
etc.

117. "People may not remember exactly
what you did, or what you said, but
they will always remember
how you made them
feel."

118. Ask them to share their experience in your
winery with other people...through your
Blog!

120. IMPORTANT:

121. IMPORTANT:
MONITORING

122. IMPORTANT:
MONITORING
& MESURE!

123. Measure and adapt:

124. Measure and adapt:
Blog and Google Analytics for traffic

125. Measure and adapt:
Blog and Google Analytics for traffic
Measure friends, follows and comments – quality
over quantity

126. Measure and adapt:
Blog and Google Analytics for traffic
Measure friends, follows and comments – quality
over quantity
Create editorial calendar – what are we going to
talk about and when

127. Measure and adapt:
Blog and Google Analytics for traffic
Measure friends, follows and comments – quality
over quantity
Create editorial calendar – what are we going to
talk about and when
Explore new tools and technologies and dump those
that don’t work

129. But...remember:

130. But...remember:
Building relationships is not
something that is easily
measured...

131. Blog definition
Useful Tips
Meet the bloggers!

132. Panel discussion:
Blog definition
What is a Blog and why
should a winery have one? Useful Tips
Meet the bloggers!

134. THANKS!
You can follow me on:
@albertmoreno
www.facebook.com/FeedbackMP
www.linkedin.com/albertomgonz
albert@feedbackmp.com