Download - Commerce Accelerator Program · 2014. 10. 22. · • Your Facebook page is a place for fans of your brand to comment and share. Your job is to encourage it. • Facebook works to

Commerce Accelerator Program

Session 5: Social Media September 11, 2014

Write your 30-second “elevator pitch” and

email it to me before next Thursday: [email protected]

Last week’s homework

The next 4 weeks Session 5: Social strategies that help you sell Thurs, Sept 11 at 5:30pm PT Session 6: “OND” prep call – Holiday Sales Strategies Thurs, Sept 18 at 5:30pm PT Session 7: Approaching restaurants Thurs, Sept 25 at 5:30pm PT Session 8: Building your customer base, referral programs, POS sales Thurs, Oct 2 at 5:30pm PT

A global conversation

Social media

Social media

Social media has changed the way people search, shop, buy and share

•  70% of people turn to friends and family for advice when making purchasing decisions (Nielsen)

•  People will go out of their way to shop with someone they like

•  People buy from people their friends or family recommend

•  Connect on a deeper level with your customers. It’s all about relationships!!

•  Sharing on social influences your Google ranking

Social media

•  700,000 people view wine-related videos every

month •  7,000 wine tweets per day •  90% of wine drinkers use Facebook 6.2 hours per

week (Breslin, 2013) •  Google Analytics (2012) shows that wineries are

the third most popular subject on Pinterest •  The 20 top wine bloggers having a combined

audience larger than the successful wine magazine ‘Wine Spectator’ online (Quint, 2012)

Social media in the context of wine

•  Facebook is ideal for maintaining and building EXISTING relationships.

•  Your Facebook page is a place for fans of your brand to comment and share. Your job is to encourage it.

•  Facebook works to help you build loyalty, stay top of mind, get people to engage with your brand.

•  Goal is to get likes, comments and shares. It is not about how many people like your page.

Setting up a Facebook Page

•  Choose your square icon – it can be a square version of your logo or an icon. It must work in very small format.

•  Add an image to the top of your page. A high quality image is best. Add short description with link to your site.

•  Get your custom URL (after 25 Likes) •  Like other pages •  Ask your personal Facebook friends to like your page •  Ask your email list, friends, followers on other social

networks to like you page •  You can pay to advertise your page through Facebook but

the best way to start is by growing your audience organically

Facebook – Set up

Facebook – Best practices

•  Facilitate the conversation about your brand, varietals, vineyard location, etc. Ask questions, get your fans to post to your page. Email influencers and ask them to post on your page

•  Learn your audience. Go into Insights to learn who they are, age, where they live. Pay attention to the posts that get the most likes, comments and shares. Plan posts that will resonate with them.

•  Try to always post photos (or video). Post on a regular basis (For most clients this is 3-10 x a week)

•  Link to your Twitter account so Facebook posts will also show on Twitter.


•  Get to a broader audience by tagging other Pages so that your post is seen on other pages. Like other Pages that you plan to tag.

•  Keep relevant topics in mind. You need to connect with what is going on around the world.

•  Thank your fans! Like their comments •  Post 1 – 2 times per day max. Do not over post! •  Sales posts are ok, but keep a good mix of other posts •  Email new customers personally asking them to

connect on Facebook. •  Keep it fun, friendly and entertaining!


Facebook – Insights

Twitter

A never ending cocktail party

•  The most powerful listening tool: www.twitter.com •  Creates an even playing field •  Relationship builder – create NEW relationships •  Break the ice •  Get in front of influencers •  You can be the expert •  Powerful traffic driver •  Trending Hashtags •  Get influencers to talk about your brand

Twitter

•  Choose your square icon – it can be your logo or an icon. It must be seen on in a very small format

•  Add an image to the top of your page. High quality image is best

•  Add your description and website •  Populate your feed with a few tweets (or Retweets) •  Start following wine influencers and people tweeting

about your wines •  Tell your Facebook fans, email list etc to follow on

Twitter. •  Add icon and link to your website •  Get your custom URL

Twitter – Set up

•  Stop selling and start listening!! •  Talk to people and build relationships: .@ replies or

mentioning other Twitter handles should be 60% of your tweets

•  Search for what is being said about the varietal(s) you are producing. You can comment! This is just like overhearing a conversation and it is totally OK to comment or add in

•  Use relevant hashtags to increase your visibility and get new followers, i.e: #WineWednesday

•  Don’t be too salesy, make sure you have a variety of content you are tweeting

Twitter – Dos

•  Follow the people you do business with and the people you want to (Sommeliers, restaurants, wine shops, friends, media, bloggers) and TWEET DIRECTLY TO THEM

•  Keep relevant topics in mind. You need to connect with what is going on around the world. Tweet relevant articles and links

•  Thank people for following you. Set an autoresponder.

•  @replies do not get seen by the rest of Twitter. Use .@ if you want everyone to see them.

Twitter – Dos

Twitter – Best practices

•  If you already have a profile set up a Company Page

•  Connect with everyone you do business with. They all have networks of professional contacts and friends that you can tap into.

•  Post regularly on LinkedIn to stay top of mind from both your personal and company pages. Stay top of mind with business contacts

•  Wine content on LinkedIn works extremely due to the mostly dry business content.

LinkedIn

•  Create a 6-month conversational calendar •  Theme days of the week when you do certain

things (i.e: WineWednesday) •  Add in seasonality plans (holidays, mothers/

father’s day) •  Consider giving users on Facebook (or any

social network) exclusive limited time offers •  Add in “events” (contests, challenges,

tastings, dinners) where you step up your social media around a certain topic or theme

Plan ahead

•  Stop selling and start listening. It is not an opportunity to push what you want to say all the time. At a cocktail party you have to listen and respond as well.

•  Add social icons to your home page (top) •  Add sharing to the content on your site •  Commit to a time each day to tweet, update your

Facebook and thank people. You can pre-program posts and tweets!

•  Respond to every comment, good and bad •  Be proactive and search for conversations •  Be creative and find ways to get your customers to

provide images/video and post them. •  Design a 6 month conversational calendar

Facebook / Twitter – Summary

•  Tweetdeck & Hootsuite – both allow you to manage multiple accounts in many social networks. Easier to search what is trending and faster to post/tweet.

•  Instagram – a photo sharing tool that allows you to publish to multiple social networks at the same time

Social tools

•  So this is great, how can it help me sell wine?

•  How often should I post or tweet? •  I don’t have time to do more than one

social network. Which one is best for me?

Questions

Questions, please!

[email protected] Have you filled out our SURVEY?

NEW LinkedIn Group: “The Wine Foundry

- Commerce Members”.

Now, let’s hear from you

Requested so far: •  Wine clubs •  Challenges in dealing with distributors •  Pricing •  The value of a tasting room presence •  Customer acquisition, conversion

Any special coaching requests?