2013 wine country hospitality symposium - social media presentation

8TH ANNUAL WINE COUNTRY HOSPITALITY SYMPOSIUMAT NAPA VALLEY COLLEGEwww.fb.com/BECatNVC

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@PiazzaMarketing @winotone @SocialAndy @sharayray @KalaPhilo

8TH ANNUALWINE COUNTRY HOSPITALITY SYMPOSIUM

March 26, 2013Napa Valley College


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KEY STRATEGIES IN SOCIAL MEDIA FACILITATOR :: HEATHER PIAZZAPANEL MEMBERS :: JAMES MARSHALL BERRY

ANDREW HEALY SHANA RAY KALA PHILO


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@PiazzaMarketing @winotone @SocialAndy @sharayray @KalaPhilo@PiazzaMarketing

HEATHER PIAZZAPRINCIPAL, PIAZZA MARKETING CONCEPTSMARKETING ADVISOR, NAPA VALLEY COLLEGE@PIAZZAMARKETING /PIAZZAMARKETINGCONCEPTS

Facilitator


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JAMES MARSHALL BERRYCEO, WINE & THE WEB@WINOTONE /WINEANDTHEWEB

Rules of the Web

@winotone


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How to Make Your Winery Playwith the “Big Boys.”

Walk the walk

Be the ball, Danny

Play on their field

@winotone


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Be Bigger Than You Are.

Social, Social, Social

Target Ads

Targeted Newsletter

Associations & Trade Shows

Showing up is still 90%

@winotone


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@PiazzaMarketing @winotone @SocialAndy @sharayray @KalaPhilo@winotone


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@PiazzaMarketing @winotone @SocialAndy @sharayray @KalaPhilo@SocialAndy

ANDREW HEALYCSO, 3 ROCK MARKETING@SOCIALANDY@3ROCKMARKETING /3ROCKMARKETING

Social Media & Website Case StudyBalloons Above the Valley


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The Social Circle.

@SocialAndy


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Starts With Your Website.

@SocialAndy


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Making it New...

@SocialAndy


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Making it Social…

@SocialAndy


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And…Making

it Mobile.

@SocialAndy


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Great Video…Everywhere.

http://youtu.be/wuLX-nYf0K8

@SocialAndy

http://youtu.be/wuLX-nYf0K8


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Drive People to What You’ve Created.

@SocialAndy


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@PiazzaMarketing @winotone @SocialAndy @sharayray @KalaPhilo@sharayray

SHANA RAYCONTENT DIRECTOR & MARKETING STRATEGIST@SHARAYRAY /SHANA.RAY

Social InfluenceMake a Stand Lemon-Aid Case Study


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@VivienneHarr

@sharayray


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Make a Stand Lemon-aid.

@sharayray


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Make a Stand’s Start.One girl

One lemonade stand &

One Twitter account

Words by her,

typing by her dad.

@sharayray


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Make a Stand’s Mission.To end child slavery in

our lifetime –

one bottle at a time.

@sharayray


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Lessons Learned.• Invest in social influence programs.

– Relationships take time to build.

• Don’t ignore social influencers.– They can become your biggest brand advocates.– Show respect to influencers & they will respect your brand.

• Engage with social influencers early & often.– They have the power to make or break campaigns.

• Test brand messages with them pre-launch & carefully monitor their feedback during the duration of the campaign.

@sharayray


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Important Tips.• Use services like

Twellow & Listorious to search for Twitter influencers in your target.

• Create Twitter lists of influencers.

• Create a spreadsheet to track conversations.

@sharayray


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@PiazzaMarketing @winotone @SocialAndy @sharayray @KalaPhilo@sharayray


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@PiazzaMarketing @winotone @SocialAndy @sharayray @KalaPhilo@KalaPhilo

KALA PHILOFOUNDER, SPACIOUS ECONOMY MEDIA@KALAPHILO@FARMSHORTS /SPACIOUSECONOMY /FARMSHORTS

Video & the Web


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What BusinessesDon’t Really Need Video?

• B2B with in a competitive landscape where there is a shortage of what you offer.– Example: a Marin County organic dairy.

• You are the only game in town - no one else is like you, differentiating is not important.– Example: Flagship historic lodges in national parks.

@KalaPhilo


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Video Goodness.Good video…

• Differentiates your business• Creates a connection• Results in deeper engagement

with your audience• Can have better ROI relative to

print• Video improves website

performance & findability

@KalaPhilo


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A Good Sticky Marketing Video is...

• Short• Engaging• Story-driven• Audience-focused• Aligned with brand• Professionally produced• Properly positioned in

context of website@KalaPhilo


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Lights, Camera, Action!Pre-Production Process: What to Expect.

• Pre-production

• Shoot day

• Post• Distribution,

performance, & analytics

@KalaPhilo


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@PiazzaMarketing @winotone @SocialAndy @sharayray @KalaPhilo@KalaPhilo


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QUESTION &ANSWER SESSION

2013 wine country hospitality symposium - social media presentation

Social Media

stand lemon

social

website

pre

make

time