Wine Social Media and Mobile App Seminar in Blenheim

Wine Marketing Seminar:How to Use Social Media & Wine

Apps to Sell More WineSeptember 2012 Bruce McGechan

Before we start

• Phones

• Break 2.30pm-3pm

• Questions

• Video

• Wifi

• Assistance at end of seminar

• My background

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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

• Software

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Social Media is big

• 300 million social media wine conversations

• 10 million social wine consumers (vintank)

• 73% of core wine drinkers use Facebook

• 32% YouTube

• 24% Twitter (Wine Market Research Council 2011)

4but ...

... put in perspective and ignore the hypeExample Premium Wine Marketing Plan

Product

• Style

• Label

• Bottle type

• Case type

• Awards, reviews and ratings

Place

• On Premise Distributor objectives:

• Best precincts, fine dining establishments and premium bars

• On Premise Trade Program: trade visits, info, training, tastings

• Off Premise Distributor objectives:

• Best boutique wine stores

• Premium point of sale

• Supermarket and chain liquor store objectives

• Stop supporting promotional discounting

• Direct

• See Promotion below

Price

• Review category leader prices

5Just one part of a wider marketing plan

Promotion

• Internet Marketing – Website

• General SEO

• Comparison Shopping Engines

• Internet Advertising

• Social Media

• Email marketing

• Landing page optimization

• Local SEO

• Location Based Services

• Internet Marketing – Mobile

• Direct Marketing

• Cellar Door

• PR

• Events

• Charity and Donations

What is Social Media?

• We use web and mobile technology (“Media”) to

• Interact with others (“Social”)

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Owned, Paid, Earned Media

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OwnedMedia

PaidMedia

EarnedMedia

Source: Sean Corcoran, Forrester Media

Levels of Social Media Involvement

• Your customers?

• You?

Watching

Sharing

Commenting

Producing

Curating

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Source: Charlene Li

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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Objectives vs Fire - Ready - Aim

• Give it a try was fine when it was small

• Start with your marketing objectives and strategies

• Objective

• Strategy

• Target Market

• Social Media

• Substantiation

• Time and Money

• What media will be more effective?

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Project Genome

Source: Constellation Wines

“How to Sell Wine Online”

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 > IM: 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

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Will posts appear on the fans’ wall updates?

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Share

• 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

• More advanced seminar will discuss such issues as

• Facebook Insight stats

• Premium Ads and Sponsored Stories

Photos

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Photos

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Photos

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Photos

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Photos

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Photos of Tasting Room Customers

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Photos of Tasting Room Customers

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Agencies are great for Illustrations

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Everyone who has an iPhone can contribute

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What we’ll cover


• Principles

• Practices

• Software


• Why use it

• What is it


• Software

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Connect - Engage - Influence

• Connect

• Create Facebook page and 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

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• Engage

• relevant to audience (dogs go only so far)

• encourage participation

• respond to community

• Every day, post ahead

• Content Calendar

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Encourage Participation

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Humour with image

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Humour with image

40 + 912 ‘shares’

Humour with image

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Humour with image

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Humour with image

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Food: Recipes and Pairing

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Food: Recipes and Pairing

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• Influence

• motivate people to generate stories about your wine

• contests, photo requests

• encourage sharing of stories

• Remember EdgeRank

• Put this regularly into your Content Calendar

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Photos by Customer Advocates

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Photos by Customer Advocates

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Influence

The Best Wine Social Media Practices

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Source: J. Owyang, “Altimeter Report: The 8 Success Criteria For Facebook Page”i

Set Community Expectations

Provide Cohesive Branding

Live Authenticity

Participate in Dialog

Encourage Interactions

Foster Advocacy

Be Up To Date

Solicit A Call To Action

Twitter is similar

Metrics

• Anecdote

• Correlation

• Multi-variate testing

• Links and Tagging

• Integrated (e.g. Social Connect)

• Direct Commerce

• SME - just count and compare ;)

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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

Metrics: Reporting & Analytics

• Links and tagging

• Bit.ly: to track links

• Google Analytics: if you tag utm codes to the end of links (search for “google analytics utm tracking codes” for more information)

• Integrated

• Facebook: Facebook Insights and EdgeRank tracker

• Social Connect: Easy way to report on (and manage)

• Social Commerce

• Payvment: Facebook Commerce analytics

• SME could just count and compare

• Your Hand: finger analytics ;)

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Metrics

• Metric Calculation

• This Period vs Previous Period, Competitors vs You

• Followers are just one metric, need active followers and ideally influential followers

• Exact metrics depend on the media

• Facebook: not relatively passive Likes, but more active user wall posts, comments and shares

• Twitter: active user brand name mentions, RTs, @ replies

• Sentiment: % negative vs neutral vs positive

• Influencers Amplify: the above but with a high Social Connect score / Klout score

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What we’ll cover


• Principles

• Practices

• Software


• Why use it

• What is it


• Software

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The Software

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Wine Directory

Social Connect

Facebook Plugin (for Social Candy)

New Wine App

The Center: Wine Directory

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• 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

http://www.vintank.com


What you read

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Winery Input Details Screenshot Winery Input Digital Media Screenshot

61Winery Output Screenshot: Web Page

What the humans read

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What the machines read

Winery Output Screenshot: JSON

Social Connect

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• Wine Social Media Monitoring 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

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

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Dashboard

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Summary Top & Recent Mentions ... more recent mentions

Report

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

More Reports & Price

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• Competitive set

• Earned media vs Owned media

• Sentiment Analysis

• Influence Analysis

Sign up at www.vintank.com



Social Candy

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US$20-30 per month

Sign up at www.social-candy.com

http://www.social-candy.com

http://www.social-candy.com

Sign up for both, then it’s as simple as 1-2-3

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Integration ... 1-2-3

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2

Create your Welcome Page

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Summary

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• Social Media = Social Interaction + Digital Media

• Social Media is big ... but so are many other marketing opportunities

• What is your Objective, Strategy and Metric?

• Think EdgeRank: Views, Likes are too passive, want Comments & Shares (@, RTs)

• 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 by

• building networks, encouraging participation, being responsive, & motivating fans to create and share stories

• Use Metrics: compare one period vs another, do it manually or by Social Connect

• Software: vintank’s Wine Directory, Social Connect, Social Candy

What we’ll cover


• Principles

• Practices

• Software


• Why use it

• What is it


• Software

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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)

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What we’ll cover


• Principles

• Practices

• Software


• Why use it

• What is it


• Software

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What is it? Mobile Web vs Mobile App

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• Mobile Websites

• Don’t need to be downloaded

• Available to all

• Easier to build

• Do not need approval

• Mobile / Tablet Apps

• Offline usage

• Native functionality

• Push notifications

• App Store

Everyone should have a mobile website

• Users browsing on their mobile devices will click on links to your page

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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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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

• Offline

• App Store distribution

Negative: App Store Approval

but Web Apps are rapidly improving

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Web App Pros and Cons• Web App Disadvantages

• App Speed

• No Access to Hardware (camera?)

• No Push Notifications

• App integration

• Offline is possible

• No App Store distribution

• Web App Advantages

• Downloaded over the web

• Cheaper

• Multi Platform

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What we’ll cover


• Principles

• Practices

• Software:


• Why use it

• What is it


• Software

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Objectives vs Fire - Ready - Aim

Start with your marketing objectives and strategies

• Objective

• Strategy

• Target Market

• Mobile Technology

• Substantiation / Action

• Time and Money

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Source: Constellation Wines

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

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Winery iOS App Development Project BriefBackground

Your company and business objectives.

Technical

Design: Please provide mock ups including an icon. Keep to Apple Human Interface Guidelines. Build to iPad Retina standard. Brand images and Page descriptions attached.

Some apps that inspired my thinking are: list ones you like.

Data: The app is completely native an all data to be held as part of the app. OR The app is native and some pages can be updated from the internet.

Software: iOS6 Native Objective C. Using Apple Maps.

Devices: Apple iPad (Retina), Apple iPhone (4+)

Analytics: Google Analytics Mobile Analytics iOS should be integrated.

UDID: my (Retina) iPad testing device UDID is (0=zero): XXXX

Apple App Store Submission: Developer to submit

Project management: please nominate a project management and reporting process

Responsibilities

Contractor

- wireframe design

- functionality list

- Future submission to Apple via iTunes Connect

- production

- design: use of standard Apple design components no customer design necessary - ongoing support and maintenance

- working and presentation of API data integration

- final bug testing responsibility

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Client

- testing and sign off

Stages

Upfront agreement

Stage 1: Design

Stage 2: Development

Stage 3: Testing – contractor and myself

Stage 4: Approval.

Payments (on completion):

Upfront: 20%

Stage 1: 30%

Stage 2: 30%

Stage 3: 10%

Stage 4: 10%

Quote

- Please provide a quote

- Payment to be made directly via e.g. credit card, PayPal (not elance)

- Agreement Terms/ Engagement Letter available on request.

Timeline

Quote: by Saturday 30 June 201X.

Project completion: August 201X – or to be negotiated.

The Pages

• Based off Objectives

• Basic Pages:

• Wines

• About

• Location

• Tasting Room

• Other:

• Mobile Commerce

• Social Media for their sharing, your (blog) activity

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What we’ll cover


• Principles

• Practices

• Software:


• Why use it

• What is it


• Software

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New Wine App

• Wine Directory data

• Basic Wine App for Wine Drinkers

• Standard Winery App for Wineries

• Custom App upgrade for Wineries & Wine Retailers

• Send me an email to find out more: [email protected]

87Winery App

Wine Drinker App

mailto:[email protected]


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 device help you achieve a business objective?

• Make sure you at least have a mobile website

• Choose between Native vs Web, I recommend Native

• Specify exactly what you want

• Discuss with me, I may have something coming up that suits your business

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Questions?

Presentation is available to be downloaded at:

http://www.mylocalwinestore.com/wine-social-media/b140912-seminar/

Contact Details:

Bruce McGechan

Email: [email protected]

Facebook: http://facebook.com/MyLocalWineStore

Twitter: @BruceMcGechan

Blog: www.MyLocalWineStore.com/blog

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The End





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Wine Social Media and Mobile App Seminar in Blenheim

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Transcript of Wine Social Media and Mobile App Seminar in Blenheim