Tapping'into'Social'Media'

Smart'phones'are'ge4ng'smarter'.'.'.'

Search'is'the'fiber'that'connects'the'web'.'.'.'Doug'Cook'–'Ablegrape.com'

The'Customer'is'in'control'

There’s'no'holding'it'back'

Confused?'

The$Most$Compe,,ve$Wine$Market$in$Human$History$$

Telling'the'same'story'

There'are'almost'no'advantages'to'buy'direct'from'a'winery.'

Prepare'for'the'toughest'fight'ever.'

Social'media'is'not'the'panacea.'

Customer'RelaFonships'(past)'

The'new'customer'relaFonship'

Social'Media'is'the'thin'connecFon'with'customers'between'the'strong'ones.'

Social'is'a'public'1:1'twoKway'conversaFon.'

ROI'

ROI'

#proof'

“An'extra'halfKstar'on'Yelp'reduces'reservaFon'availability'by'approximately'19'percentage'

points.”'K'The'Economic'Journal,'5'October'2011'

'

'

'

'

An'average'winery'gets'2'–'20'organic'menFons'per'week'

Over'80%'of'those'go'unanswered'

Wine'and'Social'Media'

ONE'DOES'NOT'SIMPLY'

WALK'INTO'MORDOR'

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'

Wine consumers now self identify'

Listen and respond to

YOUR customers'

Listen and respond to competitors customers'

Listen and respond to

nearby locations'

Listen and respond to

people talking

varieties'

Our'customer'interacFons'are'myopic'

I'am'the'sum'of'my'parts'

Foodspotting!Pmabray!!!!!Instagram!pmabray!!!!!!Foursquare!Paul M.!

Paul Mabray!

Twitter!@pmabray!!!!!Facebook!Paul Mabray!!!!!!Google +!pemabray!

Texture'aka'Context'is'Everywhere'

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 !

When'Social'Media'Goes'Wrong'

Follow'the'Pareto'aka'Social'White'Glove'Treatment'

Reward'your'customers'

Reward'your'best'advocates'

Connect'with'customers'who'visit'

The'old'raFng'system'

The'new'raFng'system'

The'Old'CriFc'

The'Old'CriFc'

The'New'CriFc'

The'New'CriFc'

The'New'CriFc'

The'New'CriFc'

The'New'CriFc'

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.'''

YOU'ARE'A'MEDIA'COMPANY'

“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'

='

Many'Hands'Make'Light'Work'

•  Listen'and'engage'where'&'when''appropriate'

•  Tell'YOUR'story''•  Encourage'brand'interacFons'•  Service,'service,'service'•  YOLO'

!– Paul Mabray !– CEO!– paul@vintank.com!– 707.320.8891!– @pmabray!