social media marketing for the time-starved winery marketer

Social Media for the Social Media for the Time-Starved Winery MarketerTime-Starved Winery Marketer

Social Media for the Social Media for the Time-Starved Winery Time-Starved Winery

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Social Media Can Be a Time SuckerSocial Media Can Be a Time Sucker

Social Media May Require New Skill Social Media May Require New Skill SetsSets

Social Media May Make You Scream in Social Media May Make You Scream in PainPain

Your Wine Marketing ConciergeYour Wine Marketing Concierge


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Get Over ItGet Over ItYour Wine Marketing ConciergeYour Wine Marketing Concierge


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It’s The Future, It’s The Future, and and It’s HereIt’s Here



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So anyway, we assume you have a website, So anyway, we assume you have a website, with great Keywords and Meta-Tags on your with great Keywords and Meta-Tags on your site, a blog, plus one or more consumer listssite, a blog, plus one or more consumer lists

And, you have some form of email system And, you have some form of email system such as Constant Contact, eROI, or Emma such as Constant Contact, eROI, or Emma to create, distribute and manage your to create, distribute and manage your eBlastseBlasts



MarketerMarketer Next we recommend setting up Google Alerts Next we recommend setting up Google Alerts

for your winery name, your brand name(s), for your winery name, your brand name(s), your varietals, your AVA, your City, your varietals, your AVA, your City, Washington State, WA Wine organizations, Washington State, WA Wine organizations, winery employee names, and more…winery employee names, and more…

These come to your in-box every dayThese come to your in-box every day This will be your global listening postThis will be your global listening post


Sample Google Alert Results for: Wine Tourism:

Best Of Wine Tourism Awards Ceremony in Porto, 2nd of June - Great ...The Best Of Wine Tourism Awards Ceremony happenned on the 2nd of June in the Port Wine Museum in Porto.It was a moment of celebration for the 5 winners and ...greatwinecapitals.mobi/?1&it=mobile_news&LG...

Wine tourism for all the family on Flickr - Photo Sharing!Wine tourism for all the family. ... Click this icon to see all public photos and videos tagged with wine tourism wine tourism ...www.flickr.com/photos/winepleasures/4675039978/

Portuguese Wines, Wine tourism and Wine Events / GlobalwinesStay tunned to wine news, events, global wine trade shows and wine tourism related information.www.daosul.com/en/go/wine-news-and-events

YouTube - Great Wine Capitals Global NetworkqueueWine Tourism and wine tours in Spain1296 viewsturismodevino · BEST OF WINE TOURISM 2009_ENG ... queueBEST OF WINE TOURISM 2009_ENG197 viewsflorencewine ...www.youtube.com/watch?v=U0XmCXzBpDI


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Google Alerts is a great way to keep on top of Google Alerts is a great way to keep on top of what’s going on in the wine marketplace and what what’s going on in the wine marketplace and what your competitors are doingyour competitors are doing

The alerts also connect you to stories and other The alerts also connect you to stories and other sources of information that stimulate ideas for you to sources of information that stimulate ideas for you to use – to generate content for your communications use – to generate content for your communications with current and future buyers of your winewith current and future buyers of your wine



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Now’s the time to start generating contentNow’s the time to start generating content We recommend creating at least 4 We recommend creating at least 4

quarterly press releases (hopefully more) quarterly press releases (hopefully more) and sending these out via a PR distribution and sending these out via a PR distribution service such as PR NEWSWIRE; plus service such as PR NEWSWIRE; plus there are a number of free or relatively free there are a number of free or relatively free digital services out theredigital services out there



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Writing a basic release content is relatively Writing a basic release content is relatively easy:easy:

WhoWho WhatWhat WhenWhen WhereWhere WhyWhy



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Of course, every award or accolade deserves a Of course, every award or accolade deserves a releaserelease

Then turn it over to your marketing or PR Then turn it over to your marketing or PR person/agency or, at the very least, the best person/agency or, at the very least, the best English major you know to clean it up and tie the English major you know to clean it up and tie the bowbow



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We recommend that you also consider We recommend that you also consider setting up an Online newsroom. setting up an Online newsroom.

It digitally broadcasts your news and It digitally broadcasts your news and content 24/7 content 24/7

You can have it on your website as its You can have it on your website as its own page, set up as a specific blog or as own page, set up as a specific blog or as an adjunct to a blog you already maintainan adjunct to a blog you already maintain



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This is relatively easy to maintain once it’s set This is relatively easy to maintain once it’s set upup

Just add the occasional new graphic/ Just add the occasional new graphic/ photo/video and, of course, any new press photo/video and, of course, any new press releasesreleases



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Here’s one we did for the Barnard Griffin Here’s one we did for the Barnard Griffin Winery on a blog platform:Winery on a blog platform:

www.BarnardGriffinNewsroom.comwww.BarnardGriffinNewsroom.com



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So, your website is operational, you are So, your website is operational, you are blogging and your press releases are blogging and your press releases are percolating through the search engines: all percolating through the search engines: all contributing to good SEO/SEMcontributing to good SEO/SEM

Now it’s time to set up your personal and Now it’s time to set up your personal and corporate social networking accountscorporate social networking accounts



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As you can see Facebook is the 800 pound As you can see Facebook is the 800 pound gorilla in the room. gorilla in the room.

YouTube is next.YouTube is next. Twitter is third, but drops precipitously in % of Twitter is third, but drops precipitously in % of

share. However, it has a share. However, it has a strongstrong percentage of percentage of wine folk using it - including wine journalists wine folk using it - including wine journalists and bloggers.and bloggers.



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Google+ isn’t on this chart but will be.Google+ isn’t on this chart but will be. We anticipate that it won’t take long for We anticipate that it won’t take long for

Google+ to be part of the “Band of Five” as Google+ to be part of the “Band of Five” as one of the Top 5 most important social one of the Top 5 most important social media sites for Wineries.media sites for Wineries.

Keep a close eye on Google+ and get on it!Keep a close eye on Google+ and get on it!


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We recommend, however, that you start We recommend, however, that you start with getting on Linked-In. It’s a business-to-with getting on Linked-In. It’s a business-to-business (B2B) site and is fairly passive in business (B2B) site and is fairly passive in that it doesn’t require much maintenance that it doesn’t require much maintenance thereafterthereafter

It’s like that rotisserie oven sold on TV. You It’s like that rotisserie oven sold on TV. You just set it and forget it.just set it and forget it.

Just take a weekly peek to see what’s going Just take a weekly peek to see what’s going on and to add biz contactson and to add biz contacts


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Then, with your camera phone or video Then, with your camera phone or video camera, start shooting 1 – 3 minute videos camera, start shooting 1 – 3 minute videos about your winery beginning with a simple about your winery beginning with a simple “Visit to the winery” “Visit to the winery”

Post these on YouTube and make sure you Post these on YouTube and make sure you add as many relevant keyword “Tags” as add as many relevant keyword “Tags” as you can think ofyou can think of

Keep them short & sweet and let those Keep them short & sweet and let those percolate with the search enginespercolate with the search engines


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Now it’s time to set up your Now it’s time to set up your Facebook Fan PageFacebook Fan Page

Then, set up your Twitter PageThen, set up your Twitter PageFinally, Google+Finally, Google+


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Once you have your Facebook, Twitter Once you have your Facebook, Twitter and/or Google+ accounts set up, it is time to and/or Google+ accounts set up, it is time to feed the beastfeed the beast::

You need to create content for these You need to create content for these ravenous social sites - almost dailyravenous social sites - almost daily

Add a “Sharing” function/widget to your Add a “Sharing” function/widget to your computer such as “ADD THIS”computer such as “ADD THIS”



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Now, every day your Google Alerts come in Now, every day your Google Alerts come in to your email:to your email:

Click on the links that interest youClick on the links that interest you If appropriate to your winery, click on your If appropriate to your winery, click on your

Sharing function and post the story, item, Sharing function and post the story, item, and/or photo on your select social media and/or photo on your select social media pagespages



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Once you have the Sharing function on your Once you have the Sharing function on your computer, it is easy to keep your Social computer, it is easy to keep your Social Media Pages looking fresh with nearly daily Media Pages looking fresh with nearly daily updatesupdates

Now, it’s time to consider creating real Now, it’s time to consider creating real winery-centric content:winery-centric content:

YourYour new wine releases, pricing information new wine releases, pricing information and regular chatter about what and regular chatter about what youyou are doing are doing



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We generate lists of 30 – 40 rotating We generate lists of 30 – 40 rotating “generic” messages for our clients“generic” messages for our clients

These are merely suggestions for core These are merely suggestions for core messagingmessaging

Our clients then embellish and post Our clients then embellish and post when they don’t necessarily have when they don’t necessarily have anything specific to say that dayanything specific to say that day



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We also create a calendar of events starting We also create a calendar of events starting with the classic holidayswith the classic holidays

We flesh out the calendar with winery We flesh out the calendar with winery related/sponsored/hosted events both on- and related/sponsored/hosted events both on- and off the winery locationoff the winery location

Events and activities are at the core of social Events and activities are at the core of social messaging; in addition to interacting with your messaging; in addition to interacting with your fans and followersfans and followers



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Once you have this social network Once you have this social network framework built in:framework built in:

Each day do your quick “ADD THIS” Each day do your quick “ADD THIS” postings from your Google Alerts to postings from your Google Alerts to your social media sites (you were your social media sites (you were going to read those articles anyway)going to read those articles anyway)



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And then focus on interacting and And then focus on interacting and bonding with your consumers, one-on-bonding with your consumers, one-on-one, via these very personal networksone, via these very personal networks



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Being Time-Starved myself, I have a Being Time-Starved myself, I have a daily message reminder set on my daily message reminder set on my Outlook email calendar Outlook email calendar

At 11am everyday it pops up and says:At 11am everyday it pops up and says:It’s 11 O'clock and it’s time to POST!It’s 11 O'clock and it’s time to POST!

I give it 10 minutes, and then I’m out!I give it 10 minutes, and then I’m out!



MarketerMarketer Follow us on Twitter: Follow us on Twitter:

www.Twitter.com/WINESofWAwww.Twitter.com/WINESofWA

Connect with us on Linked-In: Connect with us on Linked-In:

www.linkedin.com/in/perpetualwww.linkedin.com/in/perpetual

Become a fan on Facebook: Become a fan on Facebook:

www.facebook.com/pages/WINES-OF-WASHINGTON-www.facebook.com/pages/WINES-OF-WASHINGTON-PROMOTION-The-Marketing-Agency/56855267456PROMOTION-The-Marketing-Agency/56855267456



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Hey, thanks for your time!Hey, thanks for your time! Veni Vidi Bibi,Veni Vidi Bibi,

Wines of Washington PromotionWines of Washington PromotionThe Marketing AgencyThe Marketing Agency

wwwwww..WOWWOWpromotion.promotion.comcom

206-691-3883206-691-3883

social media marketing for the time-starved winery marketer

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