regina mc carthy maryland wineries association social marketing & wine at market
TRANSCRIPT
REGINA MC CARTHY MARYLAND WINERIES ASSOCIATION
Social Marketing & Wine at Market
What is “Social Networking/Marketing?”
Social Networking is the act of connecting and interacting with other people––and the collection and sharing of data––through social media channels.
Social Marketing is marketing your product/business through social networks/channels.
Think: YouTube, Facebook, Twitter, Yelp, Bing, ChowHound, Google Reviews, Google +, Blogs, LinkedIn, MySpace, FlickR, digg, StumbleUpon, Squidoo, Wikipedia, Blogger, Wordpress, Ning, formspring, tumblr just to name a few…
Farmers Markets: The Original Social Network
Farmers Market manager gathers people of a like interest or goal.
Farmers gather in one place to showcase their goods.Customers come and talk to the farmers, and each
other about what they like, how they will use their produce.
Gathering, showcasing, sharing and discussion are the components of any social network.
Sounds a little like Facebook, doesn’t it?
How can Farmers Markets Use Social Networking/Marketing?
- Link to other members of the community- Farmers- Shops- Businesses
- Create consumer relationships- Millennial’s (love local, love social!)
- Share valuable data like:- Times/Hours/Location of market- Link to featured farmers - Photos of products in season- Videos of “a day in the life” of a famer or market
manager/market set up- Recipes/Tips
Website = Home Base
All social media channels should point back to a well developed, clean, updated, accurate website.
Your website should point back to all social media channels.
Social Media, Explained
Facebook: “I like donuts”Twitter: “I’m eating a donut”Foursquare: “This is where I eat donuts”Yelp: “I bought my donut at this shop, and it
was terrible. Don’t buy donuts there.”Instagram: “Here’s a vintage photo of my
donut”YouTube: “Here I am, eating a donut”LinkedIn: “My skills include donut eating”Pinterest: “This donut defines my personality”
FACEBOOK Basics
Page instead of Profile Keep accurate Information Build a base Become a resource Interact with your peer businesses AN
D consumers Be active!
Facebook Insights
TWITTER basics
Create an identifiable twitter handle @MDwine @USDAgov
Think about linking to facebook or vice versa
LISTEN to the conversation, then get involved
Tools: Hashtags Retweets Follows
Social Media Management Tools
HootSuite & TweetDeckOne Stop Shop for many social networksComment aggregationConvenientTime savingScheduling updates
(@postling via mashable)
QR Codes
A quick response code is an image that customers can scan via a smart phone.
It is a quick way for the customer to capture much information (contact, website, recipes, tips, etc)
You can display on your website, at vendor tables etc.
They can be used to generate coupons!Scanning QR codes can make waiting in line at
popular booths more enjoyable.Easy to create!
QR Codes (KAYWA.COM)
QR Codes
Farm Market Social Networks
www.localharvest.orgRealTimeFarms.orgMarylandsbest.net
Rules of Thumb
BE DYNAMIC Photos/videos/data
BE AUTHENTIC Let your personality show
BE AN EXPERTDON’T BE BORING
More than 90% of consumers unsubscribe, “unlike” or stop following brands because of too frequent, irrelevant or boring communications (via @mashable)
And THEN sell your product
MD Wine at MD Markets
Why wineries are a benefitSpecial Event Permits vs. Farmers Market
PermitsRetailer PermitsWhat’s allowed
Why host wineries at your market?
Value Add your marketBring a new clientele to your marketCo-promote with wineries (through their
websites/social media sites) Become a “one stop shop”
Farmers Market Permits
Markets in the following counties have “Farmers Market” permits: Baltimore Carroll Frederick Montgomery Prince Georges
Wineries can attend up to 12 farmers markets in these counties with correct permitting, offer samples, sales
State issued, winery applies, needs market manager signature
Must be submitted to state 20 days before event
Special Event Permits
For those counties/jurisdictions without designated Farmers Market permits, wineries can attend by using their Special Event Permits
Three per county, 12 per year, used for other events. State issued, winery applies, needs market manager
signature Must be submitted to state 20 days before event
Retailer Farmers Market Permit
Wine Shops apply for permit Sell MD wine only Wineries can come to “meet and greet” State Issued permit Retailer must be in the same county as market
Not as successful for producers (wineries).
