On September 26th, game changers in the wine industry gathered in Napa, CA at the 25th annual Wine Financial Symposium. Our Founder and CEO Marci Ikeler spoke at the big event about social ROI and how to have an effective social media strategy for businesses in the wine industry and beyond. If you’ve been closely following the ever-changing landscape of social media, you’ve probably noticed a shift in emphasis from loyalty and engagement to awareness across social media platforms. This shift does not change the fact that social still provides the highest ROI compared to any other type of marketing, but it does change how you should approach your social media strategy.

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Social ROI: The Big Picture
Wine Financial Symposium | September 2016

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Information is cheap, but attention is expensive
We now spend 9.5 hours out of every day
consuming media, more than any other activity.
With continually increasing information – and no
increase in the number of hours in a day – our
attention becomes rarer and more valuable.
Where do you fit in?
Information
Hours in the Day
Hours Consuming Media
The Challenge

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Most popular social platforms offer very
limited organic reach - meaning you’ll be able
to reach fewer of your followers, decreasing
your opportunities for growth.
In 2015, having 1 million fans or followers
might make you feel great - but it doesn’t
mean you’ll actually be reaching anyone with
your content.
Organic Growth & Monetization No Longer Work
Since 2012, Facebook has been
gradually reducing the organic
reach of content posted by brand
pages, encouraging businesses
to pay for promoted posts to get
in front of fans ... Each piece of
content is seen by almost none of
the people who "like" a brand,
unless the brand pays Facebook.
- FastCompany, 3/31/14

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Attention Content

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Awareness
Attract new customers
and increase your brand
awareness through highly
efficient advertising.
Engagement &
Relevance
Keep your current fans
happy and help your brand
remain top-of mind.
Campaigns
Support a new product
launch or seasonal
promotion with a pulse of
social activity.
Purchase
Drive directly to purchase
or coupon redemption.
What role can social play for your business?
Choosing a Direction

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Awareness
Attract new customers
and increase your brand
awareness through highly
efficient advertising.
Engagement &
Relevance
Keep your current fans
happy and help your brand
remain top-of mind.
Campaigns
Support a new product
launch or seasonal
promotion with a pulse of
social activity.
Purchase
Drive directly to purchase
or coupon redemption.
What role can social play for your business?
Choosing a Direction

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The Evolving Role of Social Media
The role of social media has shifted from
engagement and loyalty to awareness. Paid social is
one of the most efficient ways to drive brand
awareness due to low costs for reach and frequency.
It offers:
➔Detailed and accurate targeting
➔Real-time results and optimization opportunities
➔Reaches real people
➔Lower CPMs than other channels
➔Data shows that social ads drive brand affinity & purchase
➔Higher frequency (>2 times per week) during key media and sales
periods is directly correlated with ad recall, brand awareness,
and sales (Source: Facebook IQ and Oracle Data Cloud).
Sources: http://www.emarketer.com/Article/College-Students-Want-Targeted-Social-Ads/1013756; https://fbinsights.files.wordpress.com/2016/06/facebookiq_whitepaper_reach_matters_june-2016.pdf;
https://fbinsights.files.wordpress.com/2016/07/facebookiq_whitepaper_efficient_frequency_final.pdf

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How to Leverage Awareness for the Tasting Room
Tasting Room Awareness
Detailed geo-location targeting allows
you to reach wine lovers who are near
your tasting room
Focused Re-Targeting
Use social media to re-target customers
who have engaged with content in your
tasting room.

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Awareness
Frequency
Brand Recognition &
Awareness
Fans & Followers
Engagement &
Relevance
Social Mentions
Share of Voice
Engagement Rate
Repeat Purchase
Customer Loyalty
Campaigns
Social Mentions
Share of Voice
Sweepstakes/ Contest
Entries
Purchase
Clicks
Conversions
Coupons
Store Locators
Setting Your KPIs
Quantifying Success

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Paid Media is critical, and it needs to be in lock-
step with your creative
Paid media is critical to your
social strategy

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Implications for Wineries & Tasting Rooms
Focus On High-Engagement Platforms
Instagram boasts the highest engagement rate, and we’re
not on it. By focusing our efforts in this platform in
creative ways, we can grow our community organically
and drive organic engagement in place of Facebook.
Lower-frequency, Higher-quality
Because post visibility is no longer certain, we will create
fewer posts, but they will be higher-quality multimedia
optimized for their platform. Supporting this content with
even minimal media spends ensures that it can be seen by
your audience.
Don’t Focus On Fan Acquisition
Our focus on Facebook should no longer be on building a
large fan base, since we can no longer message this fan
base for free. Rather, we should focus on selectively using
Facebook's excellent targeted advertising capabilities.
Leverage Facebook & Instagram Advertising
Facebook and Instagram advertising remains the
most targeted and cost-effective ad platform in the
world: off-line and on. We can get extremely good results
for minimum spend.

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Get results when you put social first
Little Arrows is obsessed with creative social media
that drives real business results.

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Let’s Chat

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Get in Touch
Marci Ikeler
Little Arrows
littlearrows.com
marci@littlearrows.com
@marciikeler

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Thank You