social media for wineries… your how-to guide for the #...
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SocialMediaforWineries…Yourhow-toguideforthe#InstaTweetingFaceSnap
MerlotMikeTheVineyard&[email protected]
@Merlot_Mike
WhoIsThisFriggin’Guy?-MerlotMike– Owner,TheVineyard&BreweryatHershey
-Backgroundinmarketingandsocialmedia
-OpenedTheVineyard&BreweryatHersheyin2012
-Builttheoperationentirelythroughsocialmediaefforts
-DrivesThe#MerlotMobile
ProofThatIAmWhoISayIAm…
ProofThatIAmWhoISayIAm…
ProofThatIAmWhoISayIAm…
ProofThatIAmWhoISayIAm…
Ahh!!!SocialMedia– Toohot!LikeUptownFunk…butwithalongershelflife– hallelujah!
Platforms– Differences&CommonPitfalls
#Winningvs.#Fail
SocialMedia101#Winningvs.#EpicFail
Thoseyoungsters…don’tjusthandthemthekeys!-Muchlikeyour16yearold,theymayhavebettervisionphysically,butdotheyhavetheexperience?-Yourbrand,your“voice,”yourpresenceareatstake.
#Winningvs.#EpicFailDoyourresearch
Theplatforms:-Knowwhoisusingthemandhowthey areusingthembeforeyouusethemyourself
Platforms– TheBigGuys
#TheTwitter-Conversation/discussion,events,breakingnews,trendingtopicsand‘chats,e.g.#WineWednesday.
Platforms– TheBigGuys
Facebook-Highengagementtodrivetraffictoyourwebsiteandcultivateconversation.-Goodforspecific“calltoaction.”-Growing“older”audience(i.e.income).-Don’tfallintothe“boost”pitfall.Readyouranalyitics!
Platforms– TheBigGuys
Instagram-Visualextensionofyourdestinationorwinery.-Brandawareness,less“calltoaction.”-Growing“older”audience(i.e.income).-WatchwhereyourFacebookdollarsaregoing…guesswhoownsInstagram!
Platforms– TheBigGuys
YouTube-Wideraudienceforyourvideos.-Warehouseforvideocontent.-Usetagstoincreasevisibility.
Platforms– TheBigGuys
Snapchat-Youngeraudience,butfastestgrowing.-Notjustfornaughtypicturesanymore!-Photoandshortvideodriven.-Geofences andfilters.
KeepYourEyesOpenEmerging&alternativeplatforms:
-Untappd:showoffyourbeerknowledge&expertise.Businessownerscanbe“found”bytourists.Tieintosocialmediachannelsandbuildyourfollowing.-Periscope:coverliveevents&offersneakpeeks.WeighTwitterandFacebookLive.-Google+:goodforsearchdiscovery.-Pinterest:likeonlinescrapbooks.Greatforcraftandrecipeideasusingyourproducts.-Tumblr:miniversionofyourblog–findaspecific,uniqueangle.-Newonescomealongallthetime.
OverwhelmedYet?-Thesocialmedialandscapeisdiverseanditchanges…fast.-Thisyear’sSnapchatislastyear’sInstagram,whichwasFacebook5yearsago,whichwasreallyMySpace 15yearsago,whichwasAOLInstantMessengerbeforethat.
-Youcan’tbeeverywhereatonce.Justfocusonmaximumengagementonwhatmakessenseforyouforbestresults.
SuccessinPosting
Planastrategicpostingschedule:-Postregularlyanddailyifpossible…butfocusonqualityovercontent.
-AlwaysQualityoverQuantity.-OnFacebook,thesweetspotisabout2x/day.Oratleast5x/week.-OnTwitter,somewherebetween3-5xperday.-OnInstagram,1x/day.-Theanalyticswilltellyouwhenyouraudienceismostactiveonsomeplatforms.Postaccordingly.
SuccessinPostingMaximizingVisibility:
-Visuals:Images,video,gifs,etc.=higherengagement.-Askquestions:e.g.“Whatareyoudrinkingtonight?”-Linktoyourblog,relevantarticlesorothercontent.-Respondtopeople&acknowledgeyourfans/followers.Engage.-Diversifyhowyoudistributeasinglepieceofcontentacrossplatforms.Rememberyouranalytics.-Don’tjustself-promote;beopentodiscussion.-Don’tbeatroll.-Personalizeyourbusiness.Peoplewilldevelopanemotionalconnectionwithyou.-Betransparent!Ifyoumakeamistake,beopen,honestandforthcoming.Haveatruthfulconversationwithyourfollowers/customers.Itworks!
-ExamplefromAugustevent.
Tag…You’reIt!Dotag,mention&hashtag.Thistranslatestosharing,visibilityandengagement:
-DomentionothersonTwitter,Facebook,Instagram,andbesuretotagthem.-Doleveragepopular/trendingtopicsorhashtagsonTwitter&Instagram.
-SuperBowlexample.
Keepin’itFreshDodesignacontentcalendar:
-Planaheadtoavoidhiccupsinyourcontent.-Takeadvantageofexistingweeklytrends,e.g.ThirstyThursdayorFlashbackFriday.-Keepupwithrelevantholidays,like“DrinkLocalWineWeek.”-Planyoureventcalendarinadvanceandpromoteaccordinglyusingyouranalyticstoschedule.
Don’tBeaTool…ButUseThem
Dousetoolstomakemanagingsocialmediaeasier:
-Buffer’soptimaltimingtool.-SchedulingtoolslikeTweetdeck,HootsuiteorBuffer.-HootsuiteandTweetdeck arealsogoodoptionsforlisteningtools.-GoogleDocstocreateaverybasiccontentcalendar.-InsightsonFacebookandAnalyticsonTwitter.-Bitly asasomewhatreliablewaytotrackclicks.-Storify canhelpyouaggregateallthecontentyou’vesharedonatopic.-IFTTTorZapstoautomatewherenecessary.-Followerwonk togrow,analyzeyouraudienceandwhoyoufollow.-Crowdfire toshowyouthosewhounfollow– lookattrends/times.
Who’sDoingitWell?
That’sUptoYou!-Knowyourcompetition.-Researchotherstylesandbrandsthatyoucanrelateto.-Bededicatedtotheeffortsandhaveconsistencyinyourstyle…notdifferentvoices.
MostImportantly…
JustBeYou!-Therearetonsandtonsofwineries.-Whatisitthatmakesyoursunique?Showcasethat!
