2013 unified wine & grape symposium - new technologies & digital media

@SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf@3rockmarketing @TeplinNuss @CleverGirlsColl @LaCremaWines @MutineerMag

ANDREW HEALY: Chief Social Officer at 3 rock marketing

ASHLEY NICOLE TEPLIN: Owner and Partner at Teplin+Nuss

KRISTY SAMMIS: Founding Partner at Clever Girls Collective

MARK GORDON: Senior Digital Media Manager at Jackson Family Wines

ALAN KROPF: President of Mutineer Magazine

New Technologies &

Digital Media

#UWGS

@SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf@3rockmarketing @TeplinNuss @CleverGirlsColl @LaCremaWines @MutineerMag@SocialAndy @AshleyTeplin @KristySF @MarkInNorCal @AlanKropf@3rockmarketing @TeplinNuss @CleverGirlsColl @LaCremaWines @MutineerMag

Some Questions For You

#UWGS


What we’ll cover

• Introductions

• Panel Presentations

• Time for a chat

• Q & A#UWGS


Andrew Healy @Social Andy

• Dublin born, Napa Resident• Worked in Wine – Production, Logistics, Retail,

National Account Sales, Branding & Restaurant • Worked in 5 countries in both Hemispheres• Lecture in Social Media at SSU• Clients include Napa Vintners, Visit Napa Valley, Wine Market

Council, Accolade Wines NA, Coppola Wines… • Random Tidbit: At the age of 15 ran a half marathon in 1:28• Lover of Riesling & Zinfandel

#UWGS


• Californian born, Napa Resident• Worked in the film industry and culinary field

before focusing on the world of Public Relations • Recent experience includes working with Wine Market Council, Town

of St. Helena, Napa Valley Wine Library Association…• Random Tidbit: I can wiggle my ears • Lover of Viognier and all types of Bubbles

Ashley Nicole Teplin @AshleyTeplin

#UWGS


Kristy Sammis@KristySF

• Manhattan, NY born now a Napa resident• Worked in management consulting before coming

out west and ran communications department at Walmart.com

• Launched Clever Girls specifically to help brands with social media campaigns and influencer outreach

• Random Tidbit: Tried stand-up comedy for a whole 3 months, decided to stick with blogging, began personal blog 8 years ago

• Lover of all things sparkling (not limited to wines)

#UWGS


Mark Gordon@MarkInNorCal

• Aspen, CO born now a Healdsburg Resident• Worked in Sports and Fitness Industry before

moving to Healdsburg• Owned two companies that developed leading edge web-to-

print software and social media apps• Currently Social Media Manager for Jackson Family Wines• Enjoys cooking, trail running and the Wine Country Lifestyle• Random Tidbit: had one (and only one) professional boxing

match, and retired undefeated

#UWGS


Alan Kropf@AlanKropf

• Waterville, WA born now a Napa resident• Founder and President of Mutineer Magazine and

Mutant Drink Marketing• 2012 Forbes 30 under 30 & Steve Heimoff's "favorite

under-30 mover and shaker in the American wine world”• A random tidbit: Plays bugle jamz• Lover of absinthe. And craft beer. And cocktails. And

bourbon. And sparkling water. And juice boxes. And wine. Yes, wine is delicious.

#UWGS

Traditional Public Relations in the era of new media

@AshleyTeplin + @TeplinNuss


#UWGS

Traditional Wine PR?

New Media?

vs.

Yes to both.

Analyze your Online Self.

Be a storyteller.

On your social networks In press releases

In person

Create a cohesive PR and Social Networking plan.

Get Organized.

Be realistic.

What not to do...

• You can’t do it all well, don’t start something that you cannot finish.

• Everyone notices.

• Be your ’brand’ self.

Top 5 PR TipsPR Meets Social

Tip #1

Create an individualized and engaged online and offline voice that is specific to

your brand audience.

Tip #2

Build your media, social and personal rolodex.

Tip #3

Less is more.

Tip #4

Don’t say anything online that you wouldn’t say to the media.

Tip #5

Ask for help + continue to educate yourself on new ways to build your

brand online and in person.

Traditional Public Relations in the era of new media

@AshleyTeplin + @TeplinNuss


#UWGS

SOCIAL MEDIA & INFLUENCER OUTREACH


5 MYTHS & MISCONCEPTIONS

#1. SOCIAL MEDIA IS ALL HYPE;

THERE IS NO ROI

% THAT

BLOGSARE MORE LIKELYTO INFLUENCEPURCHASING DECISIONS THAN

MAGAZINES

63%

% OF CONSUMERS WHO SAY FRIENDS’ SOCIAL MEDIA POSTS DIRECTLY INFLUENCED A

PURCHASE DECISION

81%

#2. IF YOU BUILD IT

THEY WILL COME

#3.

“WE WANT IT TO GO VIRAL!”

image: popdust.com

#4.

CONTENT

IS

KING

#5. WE NEED TO BUILD

RELATIONSHIPS WITH OUR CUSTOMERS

7 WAYS TO BE A

ROCKSTAR…

(…AND AVOID THE FAIL)

#1. CREATE A PLAN THAT

1. SOLVES PROBLEMS

2. MEETS BUSINESS OBJECTIVES

#2.

KNOW YOUR

AUDIENCE

#3.

“SPRAY & PRAY”

IS NOT THE ONLY WAY

#4.

REACH BEYOND

WINE BLOGGERS

(REACH BEYOND BLOGGERS ALTOGETHER)

#5. BE THOUGHTFUL ABOUT WHO IS

INFLUENTIAL TO

YOU

#6. MEASURE

EVERYTHING

#7. DON’T JUST BE AN

ADVOCATE, BE A

TEACHER

SOCIAL MEDIA IS LIKE A

GIANTCOCKTAIL PARTY

THANK YOU.

(NOW GO PARTY)

Managing your Social Media Brand


#UWGS

A word about disclosure

Where do I start?

Must Have:

Nice to Have

Extra Credit

Do Fewer Things Better

Crunch the Numbers

Less Artsy, More FartsyOr, why you can engage without

being 100% on message.

Find the Sweet SpotSweet Not Sweet

Repeat what works

Do the same thing

differently

Spend some $$ on ads.

Stay CurrentFind some relevance to wrap

your marketing message around.• Holidays• Events• Seasons• What’s happening at the

winery?• Birthdays• News topics (be careful)

Best Practices for:

• Facebook• Twitter• Instagram• Pinterest

Source: LinchpinSEO.com

• Follow others in the industry (esp. influencers).

• Tool up!• Retweet regularly. (it’s not bragging)• Hook up, don’t SELL.• Reply when you are mentioned.• Use #hashtags.• Use Instagram to tweet your photos.• Engage people directly.

• Don’t unitask.• Make a crappy picture less

crappy.• If the picture is good, don’t

filter.

• Careful with interactions (no age-gating).

• Photos only, not images.• Create a hashtag.

• Convert to business page.• Promote the

lifestyle/personality.• Repurpose photos.• Add the Pin It button.• Photos only, not images.

• Drive pins to more info.• Honor thy copyright.• Set yourself up to be noticed.• Careful with interactions.

Managing your Social Media Brand


#UWGS


#UWGS

1990 - 2000

1990 - 2000

1,294 NEW WINERIES

1,200 NEW BREWERIES

NEW WINERIES

NEW BREWERIES

1990 - 2000

1990 - 2000

1,294 NEW WINERIES

1,200 NEW BREWERIES

2000 - 2010 4,722 NEW WINERIES

2000 - 2010 204 NEW BREWERIES

NEW WINERIES

NEW BREWERIES

All About Beer: 1979Draft: 2006Imbibe: 2006Beer West: 2007Beer Advocate: 2007Beer: 2008Mutineer: 2008Beer Connoisseur: 2009

Beer Consumer Print Magazine Launches

U.S. Consumer Print Beverage Magazine LaunchesDecanter: 1975 (UK w/US influence)

Quarterly Review of Wines: 1977 (Stopped Printing in 2009)

Wine Advocate: 1978Wine Enthusiast: 1979

Wine Spectator: 1976/1979All About Beer: 1979Wine & Spirits: 1981

Wine News Magazine: 1985 (Stopped Printing in 2009)

Wine X: 1997 (Stopped Printing in 2007)

Draft: 2006Imbibe: 2006

Beer West: 2007Beer Advocate: 2007

Beer: 2008Mutineer: 2008

Beer Connoisseur: 2009

“...there is so much good wine on the market today, I think a lot of wineries are struggling with

a reason for being there and in getting a competitive differentiation. So the problem is

more of a differentiation, not an access issue. It isn't that there aren't a lot of distributors out

there willing to sell wine.”

- Charlie Merinoff, Chairman, Wine & Spirits Wholesalers of America


#UWGS


Time for a chat

• Video

• Visual Works

• The Mobile Web

• Workplace Guidelines

• Measuring Success#UWGS


Video

• Quality Production

• Length

• Use Everywhere

• Host on YouTube for searches

• Advertise It

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#UWGS


Visual Works

• Photographs

• Pinterest / Instagram / Flickr

• Visual Paradise

• Huge Female Usage

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The Mobile Web

• Traffic Growth

• Google Searchability

• Reduced Navigations

• Metrics

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Static

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Mobile

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Workplace Guidelines

• Crisis Planning

• Employee Guidelines

• Legal Advise

• Not Going Away

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#UWGS


Measuring Success

• Versus Goals

• Measurement Tools

• Website Traffic

• Customer Service

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Questions & Answers

@SocialAndy @AshleyTeplin @KristySF

@MarkInNorcal

@AlanKropf#UWGS