Social Media for Wineries Your how-to guide for the - - PowerPoint PPT Presentation

social media for wineries your how to guide for the
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Social Media for Wineries Your how-to guide for the - - PowerPoint PPT Presentation

Social Media for Wineries Your how-to guide for the #InstaTweetingFaceSnap Merlot Mike The Vineyard & Brewery at Hershey Mike@VineyardAtHershey.com @Merlot_Mike Who Is This Friggin Guy? -Merlot Mike Owner, The Vineyard &


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Social Media for Wineries… Your how-to guide for the #InstaTweetingFaceSnap

Merlot Mike The Vineyard & Brewery at Hershey Mike@VineyardAtHershey.com @Merlot_Mike

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Who Is This Friggin’ Guy?

  • Merlot Mike – Owner, The Vineyard & Brewery at Hershey
  • Background in marketing and social media
  • Opened The Vineyard & Brewery at Hershey in 2012
  • Built the operation entirely through social media efforts
  • Drives The #MerlotMobile
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Proof That I Am Who I Say I Am…

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Proof That I Am Who I Say I Am…

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Proof That I Am Who I Say I Am…

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Proof That I Am Who I Say I Am…

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Ahh!!!

Social Media – Too hot! Like Uptown Funk…but with a longer shelf life – hallelujah! Platforms – Differences & Common Pitfalls #Winning vs. #Fail

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Social Media 101 #Winning vs. #EpicFail

Those youngsters…don’t just hand them the keys!

  • Much like your 16 year old, they may have better

vision physically, but do they have the experience?

  • Your brand, your “voice,” your presence are at

stake.

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#Winning vs. #EpicFail

Do your research The platforms:

  • Know who is using them and how

they are using them before you use them yourself

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Platforms – The Big Guys

#TheTwitter

  • Conversation/discussion, events, breaking

news, trending topics and ‘chats, e.g. #WineWednesday.

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Platforms – The Big Guys

Facebook

  • High engagement to drive traffic to your website and

cultivate conversation.

  • Good for specific “call to action.”
  • Growing “older” audience (i.e. income).
  • Don’t fall into the “boost” pitfall. Read your analyitics!
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Platforms – The Big Guys

Instagram

  • Visual extension of your destination or winery.
  • Brand awareness, less “call to action.”
  • Growing “older” audience (i.e. income).
  • Watch where your Facebook dollars are

going…guess who owns Instagram!

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Platforms – The Big Guys

YouTube

  • Wider audience for your videos.
  • Warehouse for video content.
  • Use tags to increase visibility.
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Platforms – The Big Guys

Snapchat

  • Younger audience, but fastest growing.
  • Not just for naughty pictures anymore!
  • Photo and short video driven.
  • Geofences and filters.
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Keep Your Eyes Open

Emerging & alternative platforms:

  • Untappd: show off your beer knowledge &
  • expertise. Business owners can be “found” by
  • tourists. Tie in to social media channels and

build your following.

  • Periscope: cover live events & offer sneak
  • peeks. Weigh Twitter and Facebook Live.
  • Google+: good for search discovery.
  • Pinterest: like online scrapbooks.

Great for craft and recipe ideas using your products.

  • Tumblr: mini version of your blog –

find a specific, unique angle.

  • New ones come along all the time.
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Overwhelmed Yet?

  • The social media landscape is diverse and it

changes…fast.

  • This year’s Snapchat is last year’s Instagram,

which was Facebook 5 years ago, which was really MySpace 15 years ago, which was AOL Instant Messenger before that.

  • You can’t be everywhere at once. Just focus
  • n maximum engagement on what makes

sense for you for best results.

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Success in Posting

Plan a strategic posting schedule:

  • Post regularly and daily if possible…but

focus on quality over content.

  • Always Quality over Quantity.
  • On Facebook, the sweet spot is about 2x/day.

Or at least 5x/week.

  • On Twitter, somewhere between 3-5x per day.
  • On Instagram, 1x/day.
  • The analytics will tell you when your audience

is most active on some platforms. Post accordingly.

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Success in Posting

Maximizing Visibility:

  • Visuals: Images, video, gifs, etc. = higher

engagement.

  • Ask questions: e.g. “What are you drinking tonight?”
  • Link to your blog, relevant articles or other content.
  • Respond to people & acknowledge your

fans/followers. Engage.

  • Diversify how you distribute a single piece of content

across platforms. Remember your analytics.

  • Don’t just self-promote; be open to discussion.
  • Don’t be a troll.
  • Personalize your business. People will develop an

emotional connection with you.

  • Be transparent! If you make a mistake, be open,

honest and forthcoming. Have a truthful conversation with your followers/customers. It works!

  • Example from August event.
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Tag…You’re It!

Do tag, mention & hashtag. This translates to sharing, visibility and engagement:

  • Do mention others on Twitter, Facebook,

Instagram, and be sure to tag them.

  • Do leverage popular/trending topics or

hashtags on Twitter & Instagram.

  • Super Bowl example.
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Keepin’ it Fresh

Do design a content calendar:

  • Plan ahead to avoid hiccups in your

content.

  • Take advantage of existing weekly

trends, e.g. Thirsty Thursday or Flashback Friday.

  • Keep up with relevant holidays, like

“Drink Local Wine Week.”

  • Plan your event calendar in advance

and promote accordingly using your analytics to schedule.

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Don’t Be a Tool… But Use Them

Do use tools to make managing social media easier:

  • Buffer’s optimal timing tool.
  • Scheduling tools like Tweetdeck, Hootsuite or Buffer.
  • Hootsuite and Tweetdeck are also good options for

listening tools.

  • Google Docs to create a very basic content calendar.
  • Insights on Facebook and Analytics on Twitter.
  • Bitly as a somewhat reliable way to track clicks.
  • Storify can help you aggregate all the content you’ve

shared on a topic.

  • IFTTT or Zaps to automate where necessary.
  • Followerwonk to grow, analyze your audience and

who you follow.

  • Crowdfire to show you those who unfollow – look at

trends/times.

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Who’s Doing it Well?

That’s Up to You!

  • Know your competition.
  • Research other styles and brands that you

can relate to.

  • Be dedicated to the efforts and have

consistency in your style…not different voices.

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Most Importantly…

Just Be You!

  • There are tons and tons of

wineries.

  • What is it that makes yours

unique? Showcase that!

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Merlot Mike

The Vineyard & Brewery at Hershey Mike@VineyardAtHershey.com @Merlot_Mike