wine internet marketing workshop (nz tour, feb-13)

Wine Marketing Workshop

February / March 2013 Bruce McGechan New Zealand

N

What we’ll cover

• It’s a Process

• Social Media

• Facebook

• Twitter

• Social Media metrics, software, brand

• Search Engine Optimization

• Internet Advertising

• Email Marketing

• Conversion Rate Optimization

• Mobile Apps & Websites

• The Future: Local Based Services2

The Process

3

Traffic

Engagement

Conversion

Repeat

Search EnginesInternet Advertising

Blog

FacebookTwitterMobileLBS

LPO

Email Marketing

Internet = email, search, content, shopping & ... social

4http://www.pewinternet.org/Reports/2011/Search-and-email/Report.aspx

http://www.pewinternet.org/Reports/2011/Search-and-email/Report.aspx

http://www.pewinternet.org/Reports/2011/Search-and-email/Report.aspx

The Math: like compounding interest

5

Acquisition

Conversion

Retention

2X

p.322, “How to Sell Wine”, B. McGechan, 2011

Recurring themes of this Workshop

• Great Content

• Use your Brand Voice

• Be Consistent and Regular

• Multiple Channels

• Takes time - per week, and for results

6

What we’ll cover


• Social Media

• Facebook

• Twitter



• Email Marketing



• The Future: Local Based Services

7

Social Media is big

• 300 million social media wine conversations

• 10 million social wine consumers (vintank)

• 73% of core wine drinkers use Facebook

• 24% Twitter (Wine Market Research Council 2011)

8but ...

What is Social Media?

• We use web and mobile technology (“Media”) to

• Interact with others (“Social”)

• Why? > It’s like VoiceMail

9

Owned, Paid, Earned Media

10

OwnedMedia

PaidMedia

EarnedMedia

Source: Sean Corcoran, Forrester Media

Watching

Sharing

Commenting

Producing

Curating

11

Source: Charlene Li, Altimeter Group

Levels of Social Media Involvement

• Your customers?

• You?

Social Media ROI - the value of influencers

Normal Marketing Math

• Customer Value per annum

Social Media Math

• the above PLUS Value of Referrals

Not everyone is equal

12

What we’ll cover


• Social Media

• Facebook

• Twitter




• Email Marketing




Will posts appear on the fans’ wall updates?

14

Share

• 350 friends/likes = 350 ‘edges’ pd?

• No, on average 16% of Page posts appear on fans Walls

• It depends on Page’s EdgeRank

• Affinity - views and engagement

• Content Weight - type and engagement

• Time Decay

• and Paid Ads

Comment

Connect - Engage - Influence

• Connect: Build the Fan base

• Create a Facebook page, then put like buttons on everything

• website, emails, label, carton, shelf talkers

• Numbers are not everything but they do matter

• inactive/spam vs passive vs active followers

• best of all: influential engaged active followers

• Plus Paid Ads...

15

Paid Ads

• Ad

• Sponsored Story

• Promoted Post

• Offers

• Check-Ins

• Retargeting

16

Internet Advertising section


17

Set Community Expectations

Provide Cohesive Branding

Live Authenticity

Participate in Dialog

Encourage Interactions

Foster Advocacy

Be Up To Date

Solicit A Call To Action

Every day, post ahead - Content Calendar ...

Source: J. Owyang, “Altimeter Report: The 8 Success Criteria For Facebook Page”

• Engage: Encourage Fans to make some Action on your Page

Content Calendar Illustration

18

Monday Tuesday Wednesday Thursday Friday Saturday Sunday or Week1,2

Winery

Vineyard

Illustration

Food

Humour

...

x

x

x x

x

x

19

Winery PhotosText

Text

Text

Text

20

Vineyard Photos

Text

Text

Text

Text

Text

Text

Text

Text

Text

21

The Company PeopleText

22

Animals

23

Tasting Room Customer PhotosText

Text

Text Text

Organised Event Customer Photos

24

Spontaneous Event Customer Photos

25

Text

Text

Text

Text

Text

Text

Smaller “Event” Customer Photos

26

Text

Text

27

Asking for Fan Photos

28

Asking for and Sharing Fan PhotosText

29

Question: What Should We Do?Text

Text

Text

Text

Text

Text

Text

Text

Text

30

Question: What are You Drinking?

Text

Text

Text

Text

Text

Text

Text

Open Questions

31

Text

Text

32

Question: Do you remember the first time ....Text

Text

Text

Text

Text

Text

Text

Text

Text

Text

Questions: About the Vineyard & Winemaking

33

Text

Text

Text

Text

Text

Text

Text

Text

Text

Text

Fan Names Text Text

Text Text Text

34

Question: Where is this bottle?

Where in the world is this bottle of Barefoot Pinot Noir?

Text

Text

Text

Text

Text

Text

Text

Text

35

Integrating Twitter + Facebook

Text

Text

Text

Text

Sneak Peek at New Release...

36

37

Sneak Peek...

Finish this Sentence...

38

Text

Text

Text

Text

Text

Text

Text

Text

Text

Text

Text

Text

Text

Text

Text

Fill-in-the-blank, Thursday is for ......

39

Text

Text

Text

Text

Text

Text

Text

Text

Finish this Song... Caption this Photo...

40

Text

Text

Text

Text

Text

Text

Text

Text

Text

Text

Text

Text

41

Pop Quizzes & Competitions Text

Text

Text

Text

Text

42

Vin-tertaining illustrations Text

Text

Text

Text

Text

Text

Text

Text

Text

Text

Wine-tertainment

43

Vin-tertaining illustrations

Text

Text

Text

Text

Text

Text

Text

Text

Text

Text

Text

Text

Text

Text

Vin-tertaining Labels

44

Text

Text

Text

Text

Text

Text

45

Topical Vin-tertainment

46

Humour #tellajokeday Text

Text

Text

Text

Text

Text

Text

Text

Text

Text TextText

Fan’s Name

Someecards & Humour

47

Text

Text

Text


• Influence: Fans’ Friends

• motivate people to post about your wine

• contests, photo requests

• encourage them to share with their friends

• Remember EdgeRank

• Put this regularly into your Content Calendar

48

Influence < Engage < Connect

49

Facebook Users (with an interest in wine)

Winery Fans

Winery Engaged

FansInfluenced

Fans’ Friends

Winery Feedback

50

• Regular: at least 3 times per week, every day?

• Personal: talking as person to another person, social media is P2P, sign off with first name Bruce@MLWS

• Participate: always respond to any comments or posts by others - engagement

• Interaction: questions rather than statements, customer photos rather winery news

What we’ll cover


• Social Media

• Facebook

• Twitter




• Email Marketing




Twitter Practice

52

1. Research / Listen / Monitor

• advanced search on location, keywords (#), known wine influencers

• Build Lists

• Interesting

• Influencers

• Relationships

• ReTweeters

• Build Searches

• #wine, #nzwine, #pinot2013

• SEO type keywords e.g. central otago pinot noir, your brand

Source: Ruth Burr, SEOMoz; Brian Solis

Twitter Practice

53

2. Build real relationships with real people

• Whom can I help? not Who can help me?

• Sharing their stuff

• Commenting on their posts

• Mentioning them

• Enter conversations where you can add value

• Events

• Adding to a relationship list

• “More sharing, more thoughtful, more stories” (Brian Solis)

Source: SocialMediaExaminer; Brian Solis

Twitter Practice

54

3. Then Share your Great Content

• breaking news

• interesting and bizarre photos

• links to your interesting content

• continue building relationships (inane to others perhaps)

• If it is Important then add Plse RT

• Measure Resonance - does the conversation start, are you retweeted - how long does it last?

Source: DanZarrella ‘The Science of ReTweets’; Brian Solis

What we’ll cover


• Social Media

• Facebook

• Twitter




• Email Marketing




Metrics

• Anecdote

• Correlation

• Multi-variate testing

• Links and Tagging

• Integrated (e.g. Social Connect)

• Direct Commerce

• SME - just count and compare ;)

56

Source: Susan Etlinger, Altimeter Group, "The Social Media ROI Cookbook: Six Ingredients Top Brands Use to Measure the Revenue Impact of Social

Media" July 24, 2012

Metrics: Links and Tagging

• Bit.ly: to track links

• Google Analytics: tag utm codes to the end of links

57

www.mylocalwinestore.com/nz1112/?utm_source=facebook&utm_medium=cpc&utm_campaign=nz1112

www.mylocalwinestore.com/nz1112/?utm_source=facebook&utm_medium=social-media&utm_campaign=post18Nov11

http://www.mylocalwinestore.com/nz1112/?utm_source=twitter&utm_medium=social&utm_campaign=seminarb140912




Integrated Software

58

Wine Directory

Social Connect

The Center: Wine Directory

59

• An internet database for wineries from Californian wine marketing technology firm vintank

• Wineries upload accurate winery and wine product information including photos, videos, QR codes, location, tasting room details...

• Accessed by over 300 wine social networks, mobile apps, retailers and industry bodies

• Aggregate audience of over 9 million potential consumers

• Starter for other software: Social Connect, Facebook wine page, Wine App

• It’s Free!

Winery Input Home Screenshot

Sign up at www.vintank.com

http://www.vintank.com


What you read

60Winery Input Details Screenshot Winery Input Digital Media Screenshot

61Winery Output Screenshot: Web Page

What the humans read

62

What the machines read

Winery Output Screenshot: JSON

Social Connect

63

• Wine Social Media Monitoring and Management tool

• Has measured:

• over 300 million wine conversations.

• 30 million quality wine conversations (variety, brand, region).

• Has profiles from more than 10 million social wine consumers.

• 15K wine specific platforms, 170K social sites and blogs and over 90K forums

• Twitter, Facebook, Flickr, YouTube etc

• CellarTracker etc

Social Connect Dashboard

• The Social Dashboard

• high-level snapshot of the latest activity

• Sources:

• Blogs

• Microblogs (inc. Facebook, Twitter)

• Tasting Notes (inc. CellarTracker)

• Forums

• Media

64

The Vintank Dashboard

65

Summary

Top & Recent Mentions

... more recent mentions

Report

66

Standard Report i.e. last period vs this period

Customized Campaign Report: e.g. event, competitor, tagline

More Reports & Price

67

Sign up at www.vintank.com




• Great Content





68

Brand Management and Brand Voice

69

Competitors

Company

Consumers

http://www.mylocalwinestore.com/?p=4241



70

Project Genome

Source: Constellation Wines

How to Sell Wine OnlineOther Market Segmentation:• Bruwer and Johnson• my own

see my blog

Source: Constellation Wines

Social Media Brief Example

• Business Objective:

• Boost Margins and Volume by changing to a Higher Value Customer Mix.

• Marketing Strategy

• Strategy: fewer Savvy Shoppers more Enthusiasts.

• Consumer Insight: “They’re super passionate about wine and love discussing it with other like minded people.”

• Promotion > Internet Marketing: Increase engagement with Enthusiasts through the Facebook Page

• Action: encouraging Wall Post comments or users themselves posting on the Wall.

• Creative: interesting photos of the vineyard and winery people around harvest.

• Metric / KPI:

• Increase # of Facebook user wall posts, shares or comments this month vs. last month by 5 for next 6 months

71

What we’ll cover


• Social Media

• Facebook

• Twitter




• Email Marketing




73

Crawl, index and rate

✔✔✔✔✔✘✘

Search: Organic vs Paid

74

~20% of clicks

~80% of clicks

Personalization alters results

Rank 1 vs 2, 3 vs 4

75 http://connect.slingshotseo.com/a-tale-of-two-studies-establishing-google-bing-click_through-rates

Used to be 30%+

http://connect.slingshotseo.com/a-tale-of-two-studies-establishing-google-bing-click_through-rates

http://connect.slingshotseo.com/a-tale-of-two-studies-establishing-google-bing-click_through-rates

The Algorithm

76

http://www.seomoz.org/article/search-ranking-factors

See also http://searchengineland.com/seotable/

Note: 2011 estimate. Look for Social to be

bigger in 2013.



http://searchengineland.com/seotable/

http://searchengineland.com/seotable/

77

http://www.slideshare.net/randfish/introduction-to-seo-5003433

Some estimate as much as 60% of the web's pages are spam.



Page Rank

78http://www.slideshare.net/randfish/introduction-to-seo-5003433



Anchor Text

79

URL link Anchor TextSurrounding text

URL link with rel=“nofollow”

you know a bit about wine having the Two Paddocks vineyard?

SEO Process

80

You Have to Get These Right

http://www.slideshare.net/randfish/fundamentals-of-great-seo



SEO Process

81

Before You Get These Right




Accessible Quality Content

82

http://pro.seomoz.com

a Napa winery

www.google.com/webmasters/



http://www.google.com/webmasters/

http://www.google.com/webmasters/

Each page should be about a keyword phrase

Most Important:

• Title Tags

• Meta Descriptions

• URL

83

http://www.hallwines.com/hall-napa-valley-merlot



Keyword Research & Targeting

84 http://www.seomoz.org/blog/illustrating-the-long-tail

http://www.seomoz.org/blog/illustrating-the-long-tail

http://www.seomoz.org/blog/illustrating-the-long-tail

Wine Industry Keywords

85

Fat Head Chunky Middle Long Tailwine

varietals

varietals + region

High Volume

High Competition

(buy) + brand + (sub)region + varietal + vintage

Low Volume

Usually High Conversion (buy)

varietals + region

varietals + subregion

Good Volume

Moderate Competition


86


varietals

varietals + region

High Volume

High Competition

Google Keyword Tool

varietals + region


Good Volume

Moderate Competition

Google Keyword Tool

SERP Competition?


Low Volume


Conversions: check Google Analytics

Start Here

Keyword Difficulty for Region Varietal

87

Links: two ways of getting them

• Great Content (Inbound Marketing)

• By Request

88

Content


Great content

Your brand voice

Then use in multiple internet channels:

89

Content Ideas (that are link-worthy)

What’s your brand voice?

What are your keywords?

What are you really interested in?

• Terroir: soil, topography, climate, people

• (Sub)region Explanation

• Varietal-Subregion commentary

• Vintage history and real time

• Partners: restaurants & retailers

• Tasting notes not just written but by video, interview, comparison, infographic

• Events: festivals, brand sponsored, international tastings, industry

• What does your audience share? Look at twitter, wine blogs, facebook

• Can you create a community? User Generated Content

• Infographics about terroir

• See Facebook examples e.g. animals, tasting room customers, humour

90

Link Building

Hard Yards, treat it like sales calls

• Request (esp. Suppliers & Customers)

• Outreach, a more sophisticated request

• Guest blog posts

• Competitive Analysis

• Relevant Directory Links

• Sensible high value Reciprocal

• Redirect any broken links

Do not use Paid Links, Link Farms

91

Hi First NameI know you & like youWe got this [award], please link </a>Giveback - blog post about youNice closeRegards, your details

http://www.seomoz.org/blog/what-separates-a-good-outreach-email-from-a-great-one-whiteboard-friday

http://www.opensiteexplorer.orgHarvesting at Night video...



http://www.opensiteexplorer.org/

http://www.opensiteexplorer.org/

Social now effects Search

• Google logged in users (Gmail, G+ etc)

• Google+ Bias

• Facebook & Twitter Shares (correlation vs causation)

• Content shared by social network probably? gets higher prominence

• You want to be shared

• You want to be shared on Google+

92

Local Search & Tasting Rooms

• Local search query

• Google wants to see

• geographically relevant

• proper business category in Google+ Local (Wineries or Wine store)

• good volume of local listings, ratings and reviews (in Google+)

• Google+ Local listing

• NAP

93http://www.davidmihm.com/local-search-ranking-factors.shtml

http://www.davidmihm.com/local-search-ranking-factors.shtml

http://www.davidmihm.com/local-search-ranking-factors.shtml

What I haven’t talked about

• Author Rank & Publisher Rank

• Rich Snippets

• Web Architecture & Silos

• Facebook Search

94

What we’ll cover


• Social Media

• Facebook

• Twitter




• Email Marketing




Internet Advertising Size

• Essentially Adwords & Facebook

• The US internet advertising market is $34 billion large

• Grows by about 15-20% per annum

• Mobile ads 8%, 2X growth

96

Sources: Internet Advertising Bureau and Price Waterhouse Coopers. Iab internet advertising revenue report. Technical report, Internet Advertising Bureau, October 2012.; Google 2011 Financial Tables. investor.google.com/financial/tables.html, 2011.

http://www.go-gulf.com/blog/online-ad-spending/



Online Advertising: 80 | 20

We will cover the basics:

• Google Adwords

• Facebook Ads

Other ad options include:

• Display Network inc. Image Ads, Placement

• Retargeting

• Bing and Yahoo advertising

• YouTube advertising

• Twitter promoted tweets, accounts

• LinkedIn Ads

• Location Based Services inc. Yelp

• other Banner Advertising Networks

97

Google Adwords: Search Network

98

~20% of clicks

~80% of clicks

Google Search, Shopping, Maps, Images and Groups (not Gmail)

Google Search Partner Network

99

Netscape.com; Earthlink.com; Lycos.com; ATT.com; TechTarget.com; ComCast.net; CNET Search.com; MyWebSearch.com; information.com; myway.com;

bellsouth.net; dogpile.com; adelphia.net; comcast.net; earthlink.net; optonline.net; About.com; Shopping.com; CompuServe.com; nytimes.com; howstuffworks.com;

business.com; oingo.com; Tripadvisor.com; dealtime.com; infospace.com; zapmeta.com; gppgle.com; faster-results.com;

gawwk.com; inspirationalbibleverses.com; isohunt.com; cs.com; curiousquotes.com; findtarget.com.

Plus maybe:

Google Display Network

100

• Largest Display Advertising Network

• Google: YouTube, Gmail, Blogger

• AdSense on millions of websites

• Non-Family ads including alcohol cannot be shown on the Display Network...

Google does allow alcohol accessories such as wine storage, alcohol-related collectibles, packaging and containers. Google also allows, ‘wineries, wine tours, sommelier courses with no direct promotion of drinking, alcohol, or direct sale

option.’ (Source: Google email)


101


varietals

varietals + region

High Volume

High Competition

varietals + region


Good Volume

Competition?


Low Volume = Does Not Show


Keywords: Exact, Phrase, Broad

• e.g. search query napa valley merlot

• Exact

• napa valley merlot

• Phrase

• napa valley example-brand vineyard merlot

• napa valley merlot

• napa north valley cabernet merlot

• not merlot napa valley (out of order); napa valley (no merlot); napa merlot (no valley)

• Broad

• merlot napa valley

• napa valley

• napa merlot

• buy merlot wine from napa

• information about napa merlot wine

• May include sonoma merlot...

• Broad +

• +napa valley merlot

102

Ad Group & Ads

• Ad Group

• A group of similar keywords

• Two Ads to test which one performs better

• Ads

• Keyword in the headline: searched, bold, influence

• Description: think target market

• A call to action e.g. buy or order now

• Landing Page is congruent with Ad

103

Napa Valley Merlotwww.BrandWinery.comAward Winning Merlotfrom Napa. Shop Now!

Brand Napa Merlotwww.BrandWinery.comAward Winning Merlotfrom Napa. Shop Now!

e.g. Napa Merlot

http://www.ExampleWinery.com




Google Search Network Ads: One

• Create One simple campaign

• Search Network only

• Computers only

• One Ad group, one keyword

• One Landing Page

• One country / state

• One month, low budget

• Watch and Optimize

• & Repeat for next word

• Adwords Enhanced Campaigns...104

Ad Examples

105

Best of Walla Walla WineCougarCrestWinery.comTaste wine, have a cheese plate, play bocce, horseshoes, art gallerygoes to http://www.cougarcrestwinery.com/

Willamette Valley Winery www.pheasantvalleywinery.com Pheasant Valley Winery- Organic Wine In the Gorge 866-357-WINEgoes to http://www.pheasantvalleywinery.com

Napa Valley Winery www.pheasantvalleywinery.com A Dedication to Winemaking Schedule A Private Tasting Todaygoes to http://farniente.com/winery-tours-and-

tastings/?_vsrefdom=googleppc

Fort Ross Vineyard www.fortrossvineyard.com True Sonoma Coast Pinot Noir, Chardonnay & Pinotage goes to http://fortrossvineyard.com/tasting-room

California Winery www.fortrossvineyard.com Taste Wine That Won Top 2011 Awards 50% Savings Voucher goes to http://www.soliswinery.com/winerypromo2.php

Bouchaine Vineyards, Napa www.bouchaine.com/ Extraordinary Pinots & Chardonnays. Try Our Top Rated Wines Today! goes to http://www.bouchaine.com/shop/



http://www.cougarcrestwinery.com

http://www.cougarcrestwinery.com

http://www.pheasantvalleywinery.com






http://farniente.com/winery-tours-and-tastings/?_vsrefdom=googleppc






http://fortrossvineyard.com/tasting-room










106

New Zealand Pinot Noir - In Stock; Great Selection. Uniquely Southern Latitudes Wines. www.solawines.com/NewZealandPinot http://www.solawines.com/CT/nzpn.html

New Zealand Wine On Sale - UltimateWineShop.com Great Selection & Low Low Prices. Friendly Service & Fast Shipping. www.ultimatewineshop.com/NewZealand http://www.ultimatewineshop.com/r/country/New20Zealand

New Zealand Pinot Noir Cheap Prices and Huge Selection. New Zealand Pinot Noir on Sale! www.Calibex.com

New Zealand Wine Discover the Flavors of New Zealand. Find Great Vineyards! www.newzealand.com/ http://clk.atdmt.com/AVE/go/...

New Zealand Pinot Noir New Zealand Pinot Noir! Find the Best Value with Trusted Sellers. www.NexTag.com

New Zealand Pinot Noir Find & buy top-rated wines online. Great selection, prices, & reviews. WineAccess.com inventory&utm_source=google&utm_medium=cpc&utm_campaign=JJB+-+Inventor

Sauvignon Blanc, Marlborough, New Zealand Exclusive Wines at Great Values. Everyday Up to 15% Off Case Orders! www.wineexpress.com/ http://www.rkdms.com/redirect?

New Zealand White Wines Bargain Prices. Smart Deals. Explore New Zealand White Wines! BizRate.com

Wines from New Zealand The World's Best Wines Delivered. Quality and Value 100% Guaranteed. www.wsjwine.com/ http://wsjwine.com/wsjintro

New Zealand Sauv. Blanc Lowest Price on Hard to Find Wines. Free to Join. Huge Savings! www.wineaccess.com/ http://www.wineaccess.com/refer.tcl?

White Sauvignon Blanc Find White Sauvignon Blanc Online. Free Shipping $50 on 100,000 Items! Target.com/FreeShipping

2011 Matua Sauvignon Blanc Over 6000 Fine Wines In Stock. Wine Concierge Service. Buy Now! www.jjbuckley.com/ http://www.jjbuckley.com/2011-Matua-Sauvignon-Blanc/p~2011~255175?

http://www.solawines.com/NewZealandPinot

http://www.solawines.com/NewZealandPinot

http://clk.atdmt.com/AVE/go/

http://clk.atdmt.com/AVE/go/

http://www.wineaccess.com/refer.tcl?

http://www.wineaccess.com/refer.tcl?

http://www.jjbuckley.com/2011-Matua-Sauvignon-Blanc/p~2011~2551~750?




Facebook Paid Ads

• Ad

• Sponsored Story

• Promoted Post

• Offers

• Check-Ins

• Retargeting

107

Standard, Sponsored and Promoted

108

FB page (or to www)

Promoted PostStandard Ad and Sponsored Stories

Interest targeting

109

Wine = exactly#Wine = similar

Broad Categories:

Beer/Wine/Spirits

Choosing Broad limits Interests, doesn’t expand

Offers, Check-In, Retargeting

110

Retargeting

Offers Check-In


• Great Content





111

What we’ll cover


• Social Media

• Facebook

• Twitter




• Email Marketing




Email Marketing is Dead?

113

Response Rate Rules

114

p.338, “How to Sell Wine”, B. McGechan, 2011

Double Opt-In

115

Subscribers who do this:

• more responsive

• SPAM law safe

• not someone else

• correct email address

Opt-In Form

Confirmation Email

Confirmation

with an offer

Use an Email Service

• Double Opt-In

• Automates Unsubscribe

• Keeps ISP happy (e.g. Yahoo Xtra)

• Helps abide by SPAM laws e.g. physical address

• MS Outlook is fine <200 subscribers but all of the above...

116

Email Services: e.g. mailchimp, aweber, iContact, Vertical Response, Constant Contact

Note on Open Rates

• Mail services embed a tiny transparent image

• If image is downloaded then email is regarded as opened

• But most email programs have image blocking

• By tracking links you can also track Opens

• You don’t send image only emails do you:

117

?

Always personalize your emails – both ways

• Should start with Dear (or Hi, Hey, Howdy) First-Name

• People are much more likely to respond to real people not computers

• From field should be [email protected]

• not [email protected]

118

mailto:[email protected]




Content is King

There are two types of emails:

• Information 90%

• Promotional 10%

Info Headline Examples

The King of

Once every 30 years

A Discovery at

Adventure in

Share your love with

Sure to Surprise

Crisis in

No Justice in

Top rated

94 point rated

Private Selection of

The best of

Vintage of the Decade

Pinot Wine Guide

Wine 101 – how to

Wine and Food

Wine and Climate e.g. Summer

Cult like

119

Autoresponders

• Sequence of email marketing messages

• In an order

• At a frequency

Potential Topics

• Region

• Varietal

• Wine and Food

120

Order Days from Subscription Topic1 1 The 6 Regions of Central Otago2 3 The Climate3 5 The Soil4 7 Grapes5 9 Why YourWinery is Best


• Great Content





121

What we’ll cover


• Social Media

• Facebook

• Twitter




• Email Marketing




Why aren’t my customers buying!?

• The honest truth - experts don’t know

• though we’ll give you our opinion :)

• So let your customers ‘vote’ through Testing also known as

• Conversion Rate Optimization or Landing Page Optimization

123

Unblock and Boost each part of the Funnel

124

Home Page

Product Page

Shopping Cart

e.g.Acquisition

Conversion

Retention

Cost to Acquire and Lifetime Customer Value

125

Campaign What to Test Metric Software

Adwords Headlines, Landing Pages CTR, Conversion RateAdwords and Google

Analytics (GA)

Facebook Ads Headlines and Images CTR, Conv. RateGA and Facebook

Conversions

Search EnginesHeadings, Content, Call to

Action Conv. Rate GA

Email MarketingSubject Line, Headings, Call

to Action CTR, Conv. Rate GA

eCommerce pages Single vs Multi Page Checkout, Shipping

Shopping Cart abandonment rate

GA

Social Media Content, Calls to ActionsComments, Shares, RTs, Assisted Conversions Social Connect, GA

Cost to Acquire and Lifetime Customer Value

126

Campaign What to Test Metric Software CPALifetime

Customer Value

AdwordsHeadlines, Landing

PagesCTR, Conversion

RateAdwords and Google

Analytics (GA)20 clicks@

$1=$20$240*30%=$72 less $20= $52

Facebook AdsHeadlines and

Images CTR, Conv. RateGA and Facebook

Conversions

Search EnginesHeadings, Content,

Call to Action Conv. Rate GA

Email MarketingSubject Line,

Headings, Call to Action

CTR, Conv. Rate GA

eCommerce pages Single vs Multi Page Checkout, Shipping

Shopping Cart abandonment rate

GA

Social MediaContent, Calls to

Actions

Comments, Shares, RTs, Assisted Conversions

Social Connect, GA

What we’ll cover


• Social Media

• Facebook

• Twitter




• Email Marketing




The new multi-screen world

128http://services.google.com/fh/files/misc/multiscreenworld_final.pdf

Google study: The New Multi-screen World Understanding Cross-platform Consumer Behavior, Aug-12

Radio, newspapers & magazines are dead dying

http://services.google.com/fh/files/misc/multiscreenworld_final.pdf


Mobile & Tablet usage = PC





We use mobiles the mostest and the firstest





We use them together





We use them for shopping



39% or 29mn of US ‘core wine drinkers’ use ‘wine, food, restaurant or bar apps’(Wine Market Council 2010 study)



Some of my best friends are Mobiles & Tablets...

133

• But they are a different user experience

• It needs to be optimized

Users browsing the internet on their mobiles will click on links to your page

134

First the m.www then the App

• Mobile Websites

• Don’t need to be downloaded

• Available to all

• Easier to build

• Do not need approval

• Mobile / Tablet Apps

• App Store

• Better iOS/Android integration

• Push notifications

Mobile websites, apps and...

Mobile SEO

Mobile Adwords

Mobile Facebook Ads

135

A breakfast cafe wants to reach people nearby searching for "coffee" or "breakfast" on a smartphone. Using bid

adjustments, with three simple entries, they can bid 25% higher for people searching a half-mile away, 20% lower for

searches after 11am, and 50% higher for searches on smartphones. These bid adjustments can apply to all ads and

all keywords in one single campaign.http://adwords.blogspot.co.nz/search/label/enhanced%20campaigns

http://www.seomoz.org/webinars

http://adwords.blogspot.co.nz/search/label/enhanced%20campaigns

http://adwords.blogspot.co.nz/search/label/enhanced%20campaigns



What we’ll cover


• Social Media

• Facebook

• Twitter




• Email Marketing




Wine SoMoLo

1990s

• Websites

• eCommerce

2000s

• Social Media (open from ’06)

• Mobile (the iPhone in ’07)

• Local (Yelp & FourSquare from ’09)

137

Wine SoMoLo: Social meet Mobile

• 50% of active users use Facebook through their mobile phone

• Facebook is integrated into iPhone and iPad as of the latest iOS version (Oct-12)

138

Wine SoMoLo: the Local

• Location Based Services

• 1. Match unmet demand with unused supply eg Groupon, Facebook Offers, OpenTable

• 2. Location Based Social Network eg FourSquare, Facebook local group, Facebook Check-Ins

• 3. Local information, search and listings eg Yelp, FourSquare, Google+ Places

• Local Ads

• General too expensive now need to focus on local results town by town

• Local Search

• Any hint of a local search results in general results being reduced and local results dominating the page

139

Source: The Economist 27-Oct-12 Special Report

What we’ve covered


• Social Media

• Facebook

• Twitter



• Email Marketing



• The Future: Local Based Services

140

Summary

141

Traffic

Engagement

Conversion

Repeat

Search EnginesInternet Advertising

Blog

FacebookTwitterMobileLBS

LPO

Email Marketing

What’s coming

142

New version coming soon Wine Marketing skill development & community

website

Questions?

Presentation is available to be downloaded at:

http://www.mylocalwinestore.com/wine-industry/nz0213-workshop/

Contact Details:

Bruce McGechan

Email: [email protected]

Facebook: http://facebook.com/MyLocalWineStore

Twitter: @BruceMcGechan

Blog: www.MyLocalWineStore.com/blog

Google+: gplus.to/BruceMcGechan

143

The End

http://www.mylocalwinestore.com/wine-social-media/b140912-seminar/

http://www.mylocalwinestore.com/wine-social-media/b140912-seminar/



http://facebook.com/MyLocalWineStore

http://facebook.com/MyLocalWineStore

http://www.MyLocalWineStore.com/blog


