Wine Yakima Valley Digital Marketing Presentation
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Transcript of Wine Yakima Valley Digital Marketing Presentation
OUR SOCIAL AMERICAN VITICULTURAL AREA
DIGITAL MEDIA AND YAKIMA VALLEY WINE
IT’S A WILD WILD WORLDWAVE OF THE FUTURE
OUR CRAZY MIXED UP DIGITAL WORLD
SMARTPHONES, SELFIES, BLOGGERS AND
BLOWHARDS
What Is Your Brand?Before you can communicate, you must know who you are (a basic principle of life, really).
More importantly, to communicate as a brand you must have a brand identity.
Market research (even if done in the most informal ways, is very important).
What is your elevator pitch? Translate that to a tweet (140 characters). That’s your digital marketing go-to (for bios, websites, etc.).
Strategy: square one
Know your your audience.
Create a calendar.
Pick your platforms.
Start posting.
See what people respond to.
Duplicate.
DON’T WAIT,CREATE
SNAP A PHOTOWRITE A BLOG POST MAKE A VIDEOSHARE CONTENT
THEN SEE WHAT WORKS AND DO THAT AGAIN. AND AGAIN. AND AGAIN.
Don’t Hate, ParticipateDigital/social media can be overwhelming
Don’t worry: you don’t have to do everything, all the time
The internet is a digital ecosystem of information
Find like-minded organizations and businesses
Then share their content and create some of your own
Monkey see, monkey do (a recipe for success)
Quality, consistency and engagement – three keysPart of the internet’s charm is low quality content
(YouTube, Facebook, etc.). But it can’t be too low…
A brand’s social media presence must maintain consistency, like a shark must keep swimming or it dies.
This is not a top-down broadcast medium, this is a two-way communication between you and your audience. That is scary and empowering.
Authenticity is key (why is Duck Dynasty the most watched show on TV? Because there is an perception of authenticity in their lifestyles, Americans are hungry for it).
Content Creation
It’s the most important, and resource intensive part, of digital marketing.
But it’s worth it.
It promotes engagement and makes you a better hype-man for your business.
The key is limitless curiosity, childlike curiosity.
Become A CuratorA big part of digital marketing, and engagement in general, is listening (it’s also a big part of life).
If you listen, you come across all sorts of interesting information you can then take and share with your networks.
This limits your time commitment and re-enforces your brand as being in the know.
Your ToolboxYour smartphone is your best friend. If you want to step up your game you could:
Invest in a DSLR camera, like a Canon or Nikkon, which can be found at Costco, Wal-Mart, etc.
Invest in a decent handheld video recorder, something that shoots in HD.
Think about using the Adobe Creative Cloud, it’s a great new service not more than 6 months old.
BloggingTumblr (my preference). See Northwest Public Radio’s Tumblr.
wordpress.com (Wenatchee Museum, my site).
blogger.com.
The most important thing is to have a strategy…
Regular series, giveaways and guest bloggers are a good way to change things up.
Multimedia is the name of the game.
#HashtagsEven the founder of Twitter, Biz Stone, has said he considered hashtags “too nerdy” to ever catch on.
But that have, and you need one.
It’s the easiest way to consolidate communications around a certain topic (namely, your brand).
If you’re clever, you can create a viral conversation. #winegeek #vino #upperleftusa
Contests
It’s important to come up with content and contests that are organic to your business, but here are some ideas to mull over:
Traveling wine contests, selfie contests, topical contests (like NCAA brakets, etc.)
Social movements (the marriage equality movement, etc.)
Slacktivism: a powder keg.
There’s An App For That
Use your smartphone, Luke
Standard apps (Pages, FB, Twitter, Yelp!, etc.)
Photo apps (VSCO, Procam, etc.)
Filmmaking apps (Cameo, etc.)
Tumblr, take it to the next level
Delectable
Epicurious, jelly, survey monkey, evernote, perch, etc.
Newsletters
Constant Contact (my preference).
Mail Chimp (also fine).
Squarespace (what we use).
The point is not the service, but the content.
Create one strategic message and then disseminate via multiple channels.
Here’s an example: http://voortexproductions.com/article-v/
REVIEWSANDYOUR BUSINESS
“TRIPADVISOR IS THE LIFEBLOOD OF THE AGRO-TOURISM INDUSTRY.”
– DWIGHT K. SCHRUTE
Tripadvisor, underused in Yakima
A travel site providing directory info and reviews of travel related content. They also have interactive travel forums.
Free to users, their business model relies on advertising.
That means an opportunity to advertise to people planning trips to the Yakima Valley, a pretty good group to target.
Ranked #10 with no direction
#2 of 24, but what’s better?
Yelp! It’s not just for dogs anymore…
A self-styled “online urban guide”
A rising star, Google has offered to buy it (which means it’s probably got legs…)
Don’t be afraid to ask for reviews and point people toward your Yelp! page and website.
Great digital culture resources
Seth Godin
Gary Vaynerchuck
TED Talks
Social Media Examiner
Mashable
Guy Kawasaki