1. Wine Marketing Seminar:
How to Use Social Media & Wine
Apps to Sell More Wine
November 2012 Bruce McGechan

2. Before we start
• Phones
• Break
• Questions
• Video
• My background
2

3. What we’ll cover
Part I: Social Media
• Principles
• Practices
• Software
• Part II: Wine Apps
• Why use it
• What is it
• How to create it
3

4. Wine SoMoLo
1990s
• Websites
• eCommerce
2000s
• Social Media (open from mid’05)
• Mobile (the iPhone in ’07)
• Local (Yelp & FourSquare from ’09)
4

5. Social Media is big
• 300 million social media wine
conversations
• 10 million social wine consumers
(vintank)
• 73% of core wine drinkers use Facebook
• 24% Twitter (Wine Market Research
Council 2011)
but ... 5

6. ... put in perspective and ignore the hype
Example Premium Wine Marketing Plan Promotion
Product
• Internet Marketing
• Style • Website - eCommerce & SEO
• Label • Email marketing
• Bottle type • Advertising
• Case type • Social Media
• Awards, reviews and ratings
• Mobile / Tablet Apps
Place • Local and Location
• On Premise Distributor objectives: • Direct Marketing
• Best precincts, fine dining establishments and premium bars • Cellar Door
• On Premise Trade Program: trade visits, info, training, tastings
• Off Premise Distributor objectives: • PR
• Best boutique wine stores • Magazine, TV Advertising
• Premium point of sale • Events
• Supermarket and chain liquor store objectives • Charity and Donations
• Stop supporting promotional discounting
• Direct
• See Promotion below
Price
• Review category leader prices
Just one part of a wider marketing plan
6

7. What is Social Media?
• We use web and mobile technology
(“Media”) to
• Interact with others (“Social”)
• Why? > It’s like VoiceMail
7

8. Wine Market Australia’s Post
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9. Owned, Paid, Earned Media
Owned Paid
Media Media
Earned
Media
Source: Sean Corcoran, Forrester Media
9

10. Levels of Social Media Involvement
• Your customers?
Curating
• You?
Producing
Commenting
Sharing
Watching
Source: Charlene Li, Altimeter Group
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11. Social Media ROI - the value of influencers
Normal Marketing Math
• Customer Value per annum
Social Media Math
• the above PLUS Value of Referrals
Not everyone is equal
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12. Brand Management and Brand Voice
Consumers Competitors
Company
http://www.mylocalwinestore.com/?p=4241
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13. Fire --- Ready - Aim
• Start with your marketing objectives and
strategies
• Objective
• Strategy
• Target Market
• Social Media
• Substantiation
• Time and Money
13

14. Project Genome
Source: Constellation Wines
Other Market Segmentation: How to Sell Wine Online Source: Constellation Wines
• Bruwer and Johnson
• my own
see my blog
14

15. Objective>Strategy>Tactic, Social Media Brief Example
• Business Objective:
• Boost Margins and Volume by changing to a Higher Value Customer Mix.
• Marketing Strategy > Promotion > Internet Marketing:
• Strategy: fewer Savvy Shoppers more Enthusiasts.
• Consumer Insight: “They’re super passionate about wine and love discussing it with other like minded
people.”
• Promotion > Internet Marketing: Increase engagement with Enthusiasts through the Facebook Page
• Action: encouraging Wall Post comments or users themselves posting on the Wall.
• Creative: interesting photos of the vineyard and winery people around harvest.
• Metric / KPI:
• Increase # of Facebook user wall posts, shares or comments this month vs. last month by 5 for next 6
months
15

16. Will posts appear on the fans’ wall updates?
• 350 friends/likes = 350 ‘edges’ pd?
• No, on average 16% of Page posts
appear on fans Walls
• It depends on Page’s EdgeRank
• Affinity - views and engagement
• Content Weight - type and engagement
• Time Decay
• and Paid Ads
Share
Comment
16

17. What we’ll cover
Part I: Social Media
• Principles
• Practices
• Software
• Part II: Wine Apps
• Why use it
• What is it
• How to create it
17

18. Connect - Engage - Influence
• Connect: Build the Fan base
• Create a Facebook page, then put like buttons on everything
• website, emails, label, carton, shelf talkers
• Numbers are not everything but they do matter
• inactive/spam vs passive vs active followers
• best of all: influential engaged active followers
• Plus Paid Ads...
18

19. Paid Ads
• Ad
• Sponsored Story
• Promoted Post
• Offers
• Check-Ins
• Retargeting
19

20. Standard, Sponsored and Promoted
Standard Ad and Sponsored Stories Promoted Post
FB page (or to www)
20

21. Interest targeting
Wine = exactly
#Wine = similar
Broad
Categories:
Beer/Wine/Spirits
Choosing Broad
limits Interests,
doesn’t expand
21

22. Offers, Check-In, Retargeting
Offers Check-In
Retargeting
22

23. Connect - Engage - Influence
• Engage: Encourage Fans to make some Action on your Page
Live Authenticity Be Up To Date Set Community
Expectations
Participate in Dialog
Encourage Interactions Solicit A Call To Action
Provide Cohesive
Foster Advocacy Branding
Source: J. Owyang, “Altimeter Report:The 8 Success Criteria For Facebook Page”
Every day, post ahead - Content Calendar ...
23

24. Content Calendar Illustration
Monday Tuesday Wednesday Thursday Friday Saturday Sunday or Week1,2
Winery x
Vineyard x
Illustration x x
Food x
Humour x
...
24

25. Vineyard Photos
25

26. Winery Photos
26

27. The Company People
27

28. Animals
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29. Customer Photos in Event Albums
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30. Customer Photos at Events
30

31. Photos of Customers at Events
31

32. Photos of Tasting Room Customers
32

33. Asking for Photos
33

34. Asking for and Sharing Fan’s Photos
34

35. Agencies are great for Illustrations
35

36. What Should We Do?
36

37. What are You Drinking?
37

38. Asking Questions
38

39. Asking Questions
Where in the world is this bottle of Barefoot
Pinot Noir? 39

40. Personality Questions

41. Pop Quizzes & Competitions
41

42. Sneak Peek at New Release...
42

43. Integrating Twitter + Facebook
43

44. Humour
44

45. Humour
45

46. Humour on the Label
46

47. Humour #tellajokeday
47

48. Topical Humour
48

49. Someecards & Humour
49

50. Write the Caption Contest
All up, 5.9K+ Shares
50

51. Finish this Song... Caption this Photo...
51

52. Finish this Sentence...
52

53. Fill-in-the-blank, Thursday is for ......
53

54. Food & Drink Recipes
54

55. Food: Recipes and Pairing
55

56. Wine Info
56

57. Connect - Engage - Influence
• Influence: Fans’ Friends
• motivate people to post about your wine
• contests, photo requests
• encourage them to share with their friends
• Remember EdgeRank
• Put this regularly into your Content Calendar
57

58. Influence < Engage < Connect
Winery Fans
Winery
Influenced Engaged
Fans’ Friends Fans
Facebook Users
(with an interest in wine)
58

59. Influence: Customers Spreading the Word
59

60. Influencing on your behalf
60

61. Twitter Practice
• Strategy?
• Brand Personality
• 1. Research / Listen / Monitor
• wine community and influencers
• 2. Build real relationships with real people
• Sharing their stuff, mentioning them
• 3. Create and find great content
• Measure Resonance - does the conversation start, are you retweeted - how long does it
last?
• Key Difference with Facebook: No EdgeRank in Twitter World, it’s all in the moment, RT, influencer RT
• Klout / Kred / Peer Index scores are only indicators
Source: Ruth Burr, SEOMoz; Brian Solis
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62. “What’s interesting?” for your group of followers
• Explain how to do something
• search for question words - who, what, where, when, why, is there, why isn't there - answer questions
• Sharing
• Break news
• Provide the bizarre (pics)
• Introduce people to other people
• Design tweetable moments e.g. events #tag
• More sharing, more thoughtful, more stories
Source: Ruth Burr, SEOMoz; Brian Solis
62

63. Metrics
• Anecdote
• Correlation
• Multi-variate testing
• Links and Tagging
• Integrated (e.g. Social Connect)
• Direct Commerce
• SME - just count and compare ;)
Source: Susan Etlinger, Altimeter Group,
"The Social Media ROI Cookbook: Six Ingredients Top
Brands Use to Measure the Revenue Impact of Social
Media" July 24, 2012
63

64. Metrics: Links and Tagging
• Links and tagging
• Bit.ly: to track links
• Google Analytics: tag utm codes to the end of links
• ? then &utm_
• source, medium, campaign
• Source = specific source
• Medium = general source
• Campaign = specific promotion
www.mylocalwinestore.com/nz1112/?utm_source=facebook&utm_medium=social-media&utm_campaign=post18Nov11
www.mylocalwinestore.com/nz1112/?utm_source=facebook&utm_medium=cpc&utm_campaign=nz1112
64

65. Metrics: Integrated
• Social Connect
• EdgeRank tracker
• Facebook Insights
• mostly “Impressions” not Actions
• Real engagement = Comments, Shares, full size
Photos,Video plays, Event joins - not Likes
• Talking About This includes Likes
• Best stat is “Lifetime Post Engaged Users”
• Viral data polluted by impressions not actions
65

66. Metrics: Social Commerce and the simplest way
• Social Commerce
• e.g. ecwid: Facebook Commerce analytics
• SME could just count and compare
• Your Hand: finger analytics ;)
66

67. Metrics
• Metric Calculation
• This Period vs Previous Period, Competitors vs You
• Sentiment: % negative vs neutral vs positive
• Twitter: RTs and @ mentions, how long to they last?
• Remember Influencers Amplify
67

68. What we’ll cover
Part I: Social Media
• Principles
• Practices
• Software
• Part II: Wine Apps
• Why use it
• What is it
• How to create it
68

69. The Software
Wine Directory
Social Connect New Wine App
Facebook Plugin
(for Social Candy)
69

70. The Center: Wine Directory
• An internet database for wineries from
Californian wine marketing technology firm
vintank
• Wineries upload accurate winery and wine
product information including photos, videos,
QR codes, location, tasting room details...
• Accessed by over 300 wine social networks,
mobile apps, retailers and industry bodies
• Aggregate audience of over 9 million potential
consumers
• Starter for other software: Social Connect,
Facebook wine page, Wine App
• It’s Free!
Winery Input Home Screenshot
Sign up at www.vintank.com
70

71. What you read
Winery Input Details Screenshot Winery Input Digital Media Screenshot
71

72. What the humans read
Winery Output Screenshot: Web Page
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73. What the machines read
Winery Output Screenshot: JSON
73

74. Social Connect
• Wine Social Media Monitoring and Management
tool
• Has measured:
• over 300 million wine conversations.
• 30 million quality wine conversations (variety,
brand, region).
• Has profiles from more than 10 million social
wine consumers.
• 15K wine specific platforms, 170K social sites
and blogs and over 90K forums
• Twitter, Facebook, Flickr, YouTube etc
• CellarTracker etc
74

75. Social Connect Dashboard
• The Social Dashboard
• high-level snapshot of the latest activity
• Sources:
• Blogs
• Microblogs (inc. Facebook, Twitter)
• Tasting Notes (inc. CellarTracker)
• Forums
• Media
75

76. The Vintank Dashboard
Summary
Top & Recent Mentions
... more recent mentions
76

77. Report
Customized Campaign Report: e.g. event, competitor, tagline
Standard Report i.e. last period vs this period
77

78. More Reports & Price
• Competitive set
• Earned media vs Owned media
• Sentiment Analysis
• Influence Analysis
Sign up at www.vintank.com
78

79. Social Candy
US$20-30 per month
Sign up at www.social-candy.com
79

80. Sign up for both, then simple 3 step integration
1
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81. Wine Directory & Social Candy Wines Tab
81

82. Social Summary
• Think EdgeRank: views and Likes are too passive, want Comments & Shares
• Think Resonance: RT, @ mentions
• Influencers are an order of magnitude more important due to size and responsiveness of
their social network
• Wine Social Media Campaigns want to Connect - Engage - Influence
• Use Metrics: compare one period vs another, do it manually or by Social Connect
• Wine Internet database: Wine Directory
• Social Media Management: vintank.com Social Connect
82

83. What we’ll cover
Part I: Social Media
• Principles
• Practices
• Software
• Part II: Wine Apps
• Why use it
• What is it
• How to create it
83

84. Why Mobile?
• 365mn iOS devices, 1.5 trillion push notifications, 10 billion tweets from iOS5 (Apple)
• More iPads were sold than any other PC brand this year (Apple)
• 50% of US consumers now own smartphones, and that increases by 1% per month
(Neilson)
• 39% or 29mn of US ‘core wine drinkers’ use ‘wine, food, restaurant or bar apps’ (Wine
Market Council 2010 study)
• Mobiles and Tablets can be used EVERYWHERE
• Jargon: operating software
• iPhone/iPad: iOS (Apple)
• Samsung, HTC, Motorola etc: Android (Google)
84

85. Wine SoMoLo: Social meet Mobile
• Always leave house with 3 items: keys, debit/credit cards, mobile
• 488mn people using Facebook mobile every month
• 50% of active users use Facebook through their mobile phone and they are twice as active
• Facebook is integrated into iPhone and iPad as of the latest iOS version (Oct-12)
Social and Mobile meet Local
• Offers in the news feed for places pages (400> fans)
• Check-In deals (Facebook and FourSquare)
• “are you reading this on your mobile phone” come in to day for a free tasting
85

86. What we’ll cover
Part I: Social Media
• Principles
• Practices
• Software
• Part II: Wine Apps
• Why use it
• What is it
• How to create it
86

87. Everyone should have a mobile website
Users browsing
on their mobile
devices will click
on links to your
page
87

88. What is it? Mobile Web vs Mobile App
• Mobile Websites
• Don’t need to be downloaded
• Available to all
• Easier to build
• Do not need approval
• Mobile / Tablet Apps
• App Store
• Better iOS integration
• Push notifications
88

89. Outdated Practice
89

90. Outdated Practice
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91. Good Practice
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92. Good Practice
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93. Best Practice (Almost)
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94. Best Practice
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95. Facebook Integration: Good to Bad
95

96. The Pages
• Basic Pages: Marketing Strategy?
• Wines • Shopping Cart (mCommerce)
• About • Wine Club
• Location • Social Media sharing & check-in
• Tasting Room • Facebook, Twitter (foursquare, SCNVGR, email and SMS)
• Blog integration (FB/TW news feed)
• Events
• Retailer stockists
• Videos, technical sheets, QR scanner, food pairings, news, email
sign-up, awards, tour & tasting bookings, accommodation, trade,
regional/vineyard terroir, regional/vineyard vintage chart,
education,
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97. Native Apps vs Web Apps
• Web App
• Html5 in a browser container
• Icon from “Add to Home Screen”
• ‘downloaded’ from the web
• Native App
• native code in a native container
• App Store
• Hybrid App
• web page in a native container
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98. Native App Advantages and Disadvantages
Native App Advantages
• App Speed
• Access to Hardware: camera,
accelerometer and gyroscope
• Push Notifications
• Bar code, QR code and Image
Recognition app integration
• App Store distribution
Negative: App Store Approval
but Web Apps are rapidly improving
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99. Web App Pros and Cons
• Web App Disadvantages
• App Speed
• No Access to Hardware (camera?)
• No Push Notifications
• App integration
• No App Store distribution
• Web App Advantages
• Downloaded over the web
• Cheaper
• Multi Platform
99

100. What we’ll cover
Part I: Social Media
• Principles
• Practices
• Software:
• Part II: Wine Apps
• Why use it
• What is it
• How to create it
100

101. Objectives vs Fire - Ready - Aim
Start with your marketing objectives and
strategies
• Objective
• Strategy
• Target Market
• Mobile Technology
• Substantiation / Action
• Time and Money
Source: Constellation Wines
101

102. Objective Example
• Business Objective:
• Boost Margins and Volume by changing to a Higher Value Customer Mix.
• Marketing Strategy > Promotion > Internet Marketing:
• Strategy: Encourage more repeat purchase from Traditionalists.
• Consumer Insight: “They may want to buy their favorite wine while on the train, bus, or traffic jam on
the way home from work.”
• Promotion > IM: Increase repeat sales with Traditionalists through enabling them to buy wine no matter
where they are
• Action: develop an iPhone and iPad app with an eCommerce facility
• Metric / KPI:
• Google Analytics for Mobile: Sales “Conversions” or “Assisted Conversions” total $1000 pm by X
102

103. Winery iOS App Development Project Brief
Background Software: iOS6 Native Objective C. Using
Apple Maps.
Your company and business objectives.
Devices: Apple iPad (Retina), Apple iPhone
Technical (4+)
Design: Please provide mock ups including an Analytics: Google Analytics Mobile Analytics
icon. Keep to Apple Human Interface iOS should be integrated.
Guidelines. Build to iPad Retina standard.
Brand images and Page descriptions attached. UDID: my (Retina) iPad testing device UDID
is (0=zero): XXXX
Some apps that inspired my thinking are: list
ones you like. Apple App Store Submission: Developer to
submit
Data: The app is completely native an all data
to be held as part of the app. OR The app is Project management: please nominate a
native and some pages can be updated from project management and reporting process
the internet.
103

104. Winery iOS App Development Project Brief
Stages
Responsibilities
Upfront agreement
Contractor Stage 1: Design
Stage 2: Development
- wireframe design
Stage 3: Testing – contractor and myself
- functionality list Stage 4: Approval.
Payments (on completion):
- Future submission to Apple via iTunes Connect Upfront: 20%
Stage 1: 30%
- production
Stage 2: 30%
- design: use of standard Apple design components Stage 3: 10%
no customer design necessary - ongoing support Stage 4: 10%
and maintenance Quote
- Please provide a quote
- working and presentation of API data integration
- Payment to be made directly via e.g. credit card, PayPal (not elance)
- final bug testing responsibility - Agreement Terms/ Engagement Letter available on request.
Timeline
Client Quote: by Saturday 30 June 201X.
- testing and sign off Project completion: August 201X – or to be negotiated.
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105. Mobile Summary
• Most of our target market will have a smartphone and/or tablet
• 39% of core wine drinkers use wine related apps
• Does a mobile app help you achieve a business objective?
• Make sure you at least have a mobile website
• Pages depend on your strategy
• Apple design guidelines are clear but not followed by many wineries
• I recommend Native first (and then Web rather than Android?)
• Specify exactly what you want
105

106. Wine SoMoLo: the Local
• Social is connected to Mobile which is connected to Local
• Location Based Services
• 1. Match unmet demand with unused supply eg Groupon, Facebook Offers, OpenTable
• 2. Location Based Social Network eg FourSquare, Facebook local group, Facebook Check-Ins
• 3. Local information, search and listings eg Yelp, FourSquare, Google+ Places
Source:The Economist 27-Oct-12 Special Report
• Local Ads
• General too expensive now need to focus on local results town by town
• Local Search
• Any hint of a local search results in general results being reduced and local results dominating the page
106

107. Questions?
Presentation is available to be downloaded at:
http://www.mylocalwinestore.com/wine-social-media/nz1112-seminar/
Contact Details:
Bruce McGechan
Email: bruce@mylocalwinestore.com
Facebook: http://facebook.com/MyLocalWineStore
Twitter: @BruceMcGechan
Blog: www.MyLocalWineStore.com/blog
The End Google+: gplus.to/BruceMcGechan
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