Social Media Networking for Wine Marketing - 2013 Eastern Winery Exposition
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A 15 minutes I gave at the 2013 Eastern Winery Exposition on the relevance/ROI of mobile websites, specifically targeted towards wineries and wine brands. Contact me for more info: Kris Chislett: kris@krischislett.com
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Social Media Networking for Wine Marketing - 2013 Eastern Winery Exposition
- 1. Social Media Networking for Wine Marketing: What’s New in Tools and Trends Mobile Websites and Pinterest
- 2. Kris Chislett • BlogYourWine.com - Online Strategy • MobileWineryWebsites.com - Mobile Website Design • kris@krischislett.com • Cell: 904-472-1727
- 3. How Does Your Website Look “Mobily?” When was the last time you viewed your website on a mobile device?
- 5. The Relevance of Mobile. • Google Keyword Tool showing “restaurant” mobile search. Almost 25 million people searching for “restaurant” or “restaurants” on a mobile device.
- 6. The Relevance of Mobile. Using the Google Keyword Tool to Search for “Pennslyvania Wineries” Searches.
- 7. The Relevance of Mobile. 12,100 People Searching for “Pennsylvania Wineries” From Desktop/Laptop Computers.
- 8. The Relevance of Mobile. Using the Google Keyword Tool to Search for “Pennslyvania Wineries” Searches.
- 9. The Relevance of Mobile. 5,400 People Searching for “Pennsylvania Wineries” From Mobile Devices.
- 10. • You don’t have a choice about it! • Pinterest drives sales directly from its website. • 21% of people have purchased an item from Pinterest. • Pinterest is driving more ecommerce than Facebook and Twitter combined. Pinterest
Hinweis der Redaktion
- Welcome.My name is Kris Chislett and before we get started, I’d like to give you a very brief background into myself and what qualifies me to be speaking to all of you here today. I’m involved in the wine industry in quite a few different ways…and these are two of them. I own and operate a couple of different websites relating to the wine industry.Firstly, BlogYourWine.com. This site serves as a general wine blog for myself. I’ve been operating the website network for the past four years, working alongside some of the largest wine brands in the country all the way down to some of the smallest. Essentially the website(s) serves as a mix of wine news, views and reviews, all written by myself. Some of the content is part of a paid editorial, some of it not and is used as a creative output for myself.My next business is MobileWineryWebsites.com. This a relatively recent venture, a new niche, although I’ve been designed mobile websites for a while. As you can guess from the name, it deals with educating wineries specifically to the importance of mobile websites and that’s where we’re going to be focusing in their presentation.And there’s my contact information…Alright, just to give you a little insight into the way I’m going to approach the subject of mobile websites in the wine industry…and this is the same little spiel at the start of any of my presentations….I focus on the relevance. If they weren't relevant, I wouldn't be talking about them. Just know that I know where you’re all coming from. I know what my audience is. I’m not going to recommend you do something if I don’t think it’s relevant to you specifically.I focus on the fact you’re on a limited budget. In this presentation, and pretty-much ANY presentation I ever give on these subjects, I will focus on the ROI, the return on investment. Again, I’m not going to recommend something if I don’t think you will see a return on investment for your efforts. I can’t say what that ROI will be and how quickly it will come, but there WILL be an ROI. And that’s why you’re all here right? And all of this will be delivered in an accent that you’ll barely understand. But don’t worry! They’re be plenty of time for questions at the end!What I would also like to say is that….we’re all friends here. In the same way as talking about wine, there are no stupid questions but I will require just a little audience participation. Nothing crazy. I’ll just need to get a show of hands so I know where you are at with some of these topics…or not…and so you don’t feel left out, I’ll participate as well if it’s applicable to me.So let’s start now…can I get a show of hands for all the winery owners in the room? Any marketing people?Who else?
- When was the last time you looked at your website on a mobile device?How did it look?Probably not good!Since we’re on the subject of dentists, here is a before and after screenshot of a dentists website. The image on the left shows how the website looked on a mobile device before a mobile version was created. I think we can all agree which one if the easier to navigate and generally use.
- Mobile is local.Something I think businesses get hung up on is that when you think of a website, you think of it as a global resource. It can be accessed from anywhere. The same applies to your mobile website. Someone in Australia could very well be looking at your website right now, or if you have a mobile website, they could be on their cell phone looking at it.So what use does that do?Not much. Right? And that’s ok, because it’s not relevant. The big feature of mobile is that it’s being used HEAVILY at a local level. People aren’t doing extensive searches on their mobile devices. They’re typing in a few keywords, and generally keeping their activity on the first page of Google, or whatever search engine they’re using, and the first page is generally where all the local results are stored.Mobile is local. It’s something we need to understand quickly.Some more stats…95% of mobile users surveyed have searched for local information on a mobile device.61% of users have placed a call to a business after searching and 59% have visited the location based on that mobile research. This one is particularly important. It’s for this reason that when you’re looking at your website on a mobile device, you want to make sure your phone number and address are easy to get to. That’s where the money is, right!?!?Also, of the people included in this survey, 90% acted within 24 hours on this mobile research i.e. they call the business or they visit the business. This is showing that mobile searches aren’t searches performed for some distant future event. This is on-the-fly searching. People are immediately acting on these searches on their mobile devices.
- The EXACT same search, except this time we are only interesting in mobile devices. And there we have it. 25 million people searching for restaurants STRICTLY on a mobile device. Please also take into account, this is ONLY Google’s number. This doesn’t take into account the numbers from all the other search engines drawing in their own traffic. You should therefore consider this an absolute lowball estimate. So what I would say going forward into the future, based on this research, is that I would almost consider it suicide for a restaurant not to have their website optimized for mobile. It’s bad enough as it is right now. These numbers are increasing every month.Alright…enough about restaurants! Let’s get back to the wine industry!
- The EXACT same search, except this time we are only interesting in mobile devices. And there we have it. 25 million people searching for restaurants STRICTLY on a mobile device. Please also take into account, this is ONLY Google’s number. This doesn’t take into account the numbers from all the other search engines drawing in their own traffic. You should therefore consider this an absolute lowball estimate. So what I would say going forward into the future, based on this research, is that I would almost consider it suicide for a restaurant not to have their website optimized for mobile. It’s bad enough as it is right now. These numbers are increasing every month.Alright…enough about restaurants! Let’s get back to the wine industry!
- The EXACT same search, except this time we are only interesting in mobile devices. And there we have it. 25 million people searching for restaurants STRICTLY on a mobile device. Please also take into account, this is ONLY Google’s number. This doesn’t take into account the numbers from all the other search engines drawing in their own traffic. You should therefore consider this an absolute lowball estimate. So what I would say going forward into the future, based on this research, is that I would almost consider it suicide for a restaurant not to have their website optimized for mobile. It’s bad enough as it is right now. These numbers are increasing every month.Alright…enough about restaurants! Let’s get back to the wine industry!
- The EXACT same search, except this time we are only interesting in mobile devices. And there we have it. 25 million people searching for restaurants STRICTLY on a mobile device. Please also take into account, this is ONLY Google’s number. This doesn’t take into account the numbers from all the other search engines drawing in their own traffic. You should therefore consider this an absolute lowball estimate. So what I would say going forward into the future, based on this research, is that I would almost consider it suicide for a restaurant not to have their website optimized for mobile. It’s bad enough as it is right now. These numbers are increasing every month.Alright…enough about restaurants! Let’s get back to the wine industry!
- The EXACT same search, except this time we are only interesting in mobile devices. And there we have it. 25 million people searching for restaurants STRICTLY on a mobile device. Please also take into account, this is ONLY Google’s number. This doesn’t take into account the numbers from all the other search engines drawing in their own traffic. You should therefore consider this an absolute lowball estimate. So what I would say going forward into the future, based on this research, is that I would almost consider it suicide for a restaurant not to have their website optimized for mobile. It’s bad enough as it is right now. These numbers are increasing every month.Alright…enough about restaurants! Let’s get back to the wine industry!
- Another show of hands….who’s heard of Pinterest? Who uses Pinterest personally?You don’t have a choice of being on Pinterest….chances are you’re already on it!Once again, you don’t have a choice about Pinterest. Of course you have a choice about logging in and engaging with people on Pinterest, but there’s probably a VERY good chance your brand has been mentioned on Pinterest and images from your website have been pinned to Pinterest.So how relevant is Pinterest? Let’s take a look at some stats:Pinterest drives sales directly from its website — of people with Pinterest accounts, 21% have purchased an item after seeing it on Pinterest.Pinterest is selling more than Facebook and Twitter combined.So let’s take a look at Pinterest.
- Once you’re signed up for a Pinterest account, and filled in all your details, your next step is see who has been “pinning” your images to Pinterest.The easy, and not very well-known way of doing this is by using this short piece of code:This image is taken from one of my websites. What were are looking at is all the different images people have pinned from my website to Pinterest. If you scroll down you’ll see a good few months of images people have pinned from that website. I’ve been on Pinterest since late 2010. I signed up for an account, didn’t see the relevance, and left it alone for a few months. Then I went back in and using this piece of code, thought I’d check who was pinning images from my website(s)…and my mind was blown!The beauty with each one these “pins” is that if you click into them, they are a direct link back to the website where the image was found. That’s traffic right there. Pinterest is currently in my top 5 sources of referral traffic to my website.Now, if you do the same thing and see hardly any people pinning images, that tells you something. That tells you that you either:don’t have very cool images that are worth sharing.you aren’t making it very easy for people to share your images to Pinterest.