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Getting Started with VinTank Tips, Best Practices and Workflow

Getting Started with VinTank Tips, Best Practices and Workflow

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  • Slide 1
  • Getting Started with VinTank Tips, Best Practices and Workflow
  • Slide 2
  • Welcome to VinTank You have chosen the most powerful social media software to help you Manage all your social activity Engage with customers on social media and 1:1 email (soon to manage all of your customer engagement across all channels) Measure results Organize ALL customers (DTC, in-market consumers, Trade, Press, and more) Gain unprecedented and meaningful insights Help you find new customers using social context
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  • What does VinTank Do? We deliver signal with context to a social media mission control center called VinTank: Unlike other SM platforms we specifically deliver conversations to you, about you and with you (signal) Or organic social media conversations you choose to add to saved searches (e.g. your wine maker, competitors, marketing campaigns)* And let you know key contextual insights (how many times have they engaged with your brand and what kind of engagement, how much have they talked about wine on social media and what wines, who are they on other social media platforms, and if you use Vin65, if they have ever bought directly from you) *Coming soon
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  • Platforms you can manage directly from VinTank VinTank only adds channels that have reached a significant importance to the wine industry into our platform for management. Even if you do not actively create content, we highly recommend you reserve your social media presence because you dont control where your customers choose to talk about your brand, they do. This exercise of creating and connecting every channel takes no more than one hour. Every platform you connect gives you more connections to customers and enables VinTank to help you harness the power of social media all in one place.
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  • Platforms you can manage directly from VinTank Facebook Twitter Instagram Instagram Location Delectable Foursquare Vin65 Platforms coming soon TripAdvisor Platforms to be added in 2015 Google + LinkedIn Yelp Pinterest
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  • About Facebook Over 830 million active users per day. Great place to publish events, offers, links, reviews and media. Easy engagement via likes and comments.
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  • Facebook - Recommendations Like all customer tagged Facebook posts and comment to show appreciation or answer questions. Post a mix of status updates including event info, product info, offers, articles, about your staff and customer visits/reviews. Ask questions to encourage engagement and be sure to respond to replies.
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  • About Twitter Social network that limits posts to 140 characters Easy engagement with favorites and retweet function that allows for 1-click sharing Posts that start with @username are only seen by that person and mutual followers so great for customer service
  • Slide 9
  • Twitter - Recommendations Favorite any customer posts about your brand and reply to show appreciation Post a mix of updates including articles, product info, offers, customer visits & reviews. Ask questions to encourage engagement and be sure to respond to replies in a timely manner. Use #hashtags to categorize and for discoverability but be careful not to overuse.
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  • About Instagram Easy engagement via Likes and Comments. Great customer generated content Posts must be made from Instagram app but you can easily comment and favorite from VinTank.
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  • Instagram - Recommendations Favorite any customer posts about your brand and reply to show appreciation or ask about their experience. Post visual content about your products, events, production and activity at your location. Repost customer content after getting permission. Use #hashtags to categorize and for discoverability but be careful not to overuse.
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  • About Foursquare Insight into the customers at your location right now, top customers and past visits. Customer generated content and tips. Recommendation engine for customers to find your business.
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  • Foursquare - Recommendations If you are friends with the customer on foursquare, favorite any customer posts about your location and reply to show appreciation or ask about their experience. Post about your offers, specials, events, or other activity at your location.
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  • About Delectable Delectable is a smartphone app that automatically saves the wines of users that simply snap a picture of a wine label. Among its many users are a very influential community of wine consumers and professionals
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  • Delectable - Recommendations With our Delectable integration, you can view every single time that a customer captures one of your wines to the app.
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  • Delectable - Recommendations If your customers leave a positive comment and/or rate the wine well, like the post and comment to say some form of thanks. If the score is bad and the comment is something negative you can optionally reply to with "sorry you didn't enjoy, hope you try us again...etc. There are many ways you can deal with bad experiences such as when consumers complain about a bad DTC bottle.
  • Slide 17
  • Delectable Case Consumer Engagement Delectable provides key insight into the customer experience with the ability to engage with consumers as they are drinking the wines. From simply liking a customers capture to fully engaging with comments, questions or reviews, Delectable provides the feedback loop that businesses cant find elsewhere.
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  • Delectable Case Trade Engagement Delectable has a strong industry presence that allows wine businesses to connect with professionals and develop trade relationships. Businesses can take advantage of captures of their wines by industry professionals as well as organically engage with trade users captures of other producers wines to understand their taste preferences.
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  • Delectable Case Press Engagement Many influential wine writers and bloggers use Delectable to share the wines that they experience everyday. A capture from an influencer can be a great opportunity for businesses to share the review to other channels and to engage with the reviewer. A positive review of a single wine can be a great opportunity to suggest additional recommendations or offer portfolio tasting/samples.
  • Slide 20
  • Delectable Case Depletion/Sentiment Producers can monitor delectable captures for key customer depletions in order to market/sell more wine to them through alternative methods. Customer sentiment can be monitored for overall satisfaction and for issues such as corked bottles. Whether captures are positive or negative, businesses can recommend additional selections or replacement opportunities. Measure who is drinking your wine the most or who is engaging with posts about your wine the most (potential new customer or superfan)
  • Slide 21
  • Delectable Case Content Creation Delectable captures from customers provide rich visual and descriptive content for brands to share to other channels. Business profiles can be used to capture wines and provide description and insight for consumers using Delectable while browsing for wines. Cross posting of content can be used to grow Delectable business profile followers. Recommendations: Library vintage tastings Food pairings (include link or recipe in post) Moment pairings Unique content (Mike Madrigale) Similar wineries and wines that you like
  • Slide 22
  • Best workflow for using VinTank on a daily basis Log in at least once per day and review the most recent conversations to you, about you and with you. Reply or favorite customer activity. Review each customers context before replying by viewing the customer details page. Leverage social media across your team by sharing posts with the most appropriate team member or asking for assistance. Review activity at your location via Nearby-Here. Thank customers, favorite posts and re-tweet positive experiences. Elite VinTank clients should use Nearby-Nearby to look for social prospects using the map/recent posts stream at least twice a day, start off with 11am and 2pm. Engage softly with potential customers.
  • Slide 23
  • Managing Conversations To you, About you and With you The Conversations tab contains the three most important types of customer interactions, all merged in one place. Conversations To you include when you are tagged in a Tweet, tagged in a Facebook post or posts to your Facebook Page Conversations About you include organic mentions of your brand found via social listening.* Conversations With you include anytime someone checks-in, Tweets from your location or takes an Instagram photo from your location
  • Slide 24
  • Managing Conversations To you When customers tag you, post to your Facebook Page or comment on your Facebook content, you should engage with them in a variety of ways. Like their post if you are tagged and comment to say thank you or reply to any questions
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  • Managing Conversations To you When customers Tweet @ you or re-tweet you, favorite them and reply to say thank you or answer questions Remember that on Twitter, starting a tweet with an @ symbol (the default that happens when you click reply) is only visible to people who follow your profile and that of the person you are replying to
  • Slide 26
  • Managing Conversations About You Conversations About you can include mentions found using social listening. Sources can include social media posts in which you are not tagged, blog posts, forums, or tasting notes/reviews. Keep an eye out for mentions that warrant a response or for great customer generated content you can share to your social channels with permission. Use Custom Searches to see every conversation about your winemaker, competitors, nearby location, hashtag, marketing campaign or PR effort.
  • Slide 27
  • Where do we get about you conversations? Conversations about you are collected by VinTanks powerful social listening capabilities. Our social listening covers a wide range of sources that your brand may be mentioned across the web including earned social media mentions (not tagged), blogs, forums, tasting notes, media (YouTube, Flickr etc) and more. Custom searches enable you to use social listening for any keywords of your choice such as a marketing campaign, winemaker name, special event or hashtag.
  • Slide 28
  • Managing Conversations With You If you have a physical location, your customers are very likely checking in, leaving tips, posting to Instagram and tweeting with location included in their posts
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  • Managing Conversations With You Conversations with you include all of the conversations with location attached. While you will find these in your conversations stream, you can also view them separated into one unique stream under Nearby-Here, to easily engage with some of your most important customers, those at your location.
  • Slide 30
  • Managing Conversations With You Liking Instagram photos taken at your location shows appreciation and is a great way for people to find your Instagram profile (with the dual goals of customer service/increasing followers) Commenting is even more meaningful
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  • Managing Conversations With You Comment on Instagram to say thanks for visiting, nice photo, or if there is additional context such as birthday, anniversary etc., you can congratulate them and personalize. Find key experiences happening at your location and send down extra service to enhance the experience (e.g. an Instagram photo of someone getting engaged can mean sending down glasses of champagne, a library wine or cheese plate for a birthday)
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  • Using User Generated Content Customers often take great Instagram photos at your location or post great reviews of your wines to Delectable or other channels. After getting permission, you should repost this user content like pictures, tips and reviews to your own platforms.
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  • Before answering a customer, first check their context Click on the customers picture, name or handle to view: How many times theyve interacted with you or youve interacted with them Their profile bio to learn about background, job or location Their follower count to determine influence Similar profiles that look like them to the right (and merge them if they are the same person) How many times theyve spoken about wine* If they are a DTC customer and how much they have spent with your winery If they are in any existing segments (see later sections about segments) *Coming soon
  • Slide 34
  • Gaining Insight About Each Social Customer Clicking on a customers name or profile picture anywhere in VinTank brings up their Customer Details page. There you will find all of the context about what this person means to your business, as well as the entire history of your interactions and conversations.
  • Slide 35
  • Gaining Insight About Each Social Customer Adding your customers to custom segments makes it easy to know why a person is important as well as helps you sort through them later Interactions are broken down, individually scored, and totaled to indicate brand advocacy. This enables you to rank your customers based on inbound and outbound engagement.
  • Slide 36
  • Examples of VinTank segments Wine Club Newsletter Press Trade Employee Partner Local Influencer Superfan (Top fan) Top Customer Sommelier Wine Buyer Blogger
  • Slide 37
  • Advanced Segmentation - VinTank Pro tier and above Twitter List Sync Create Twitter Lists from VinTank segments Pull in your existing Twitter Lists to make a Custom VinTank segment and choose to keep in in sync. Pull in a third parties Twitter list and create a VinTank segment.
  • Slide 38
  • Advanced Segmentation - VinTank Pro tier and above Twitter List Sync, in combination with TweetDeck or Twitter.com, can be used to organically interact with members of a VinTank segment, about topics other than your business or just to start conversations with top customers, trade contact or press/media.
  • Slide 39
  • Gaining Insight About Each Social Customer Always be sure to look through Similar Profiles for suggestions of who we think may be the same customer Merge the separate profiles by click on the down arrow
  • Slide 40
  • Gaining Insight with a 360 view of each customer At VinTank Pro and above we will try to automatically stitch social profiles together to give you a 360 view of each customer. Even if we stitch profiles, look over Similar Profiles for any you know to be the same person and merge them.
  • Slide 41
  • Gaining Insight with a 360 view of each customer Use the Insights tab two view two additional key components of context that are invaluable for helping you better understand a social customer before engaging with them, Recent and Wine.
  • Slide 42
  • Gaining Insight with a 360 view of each customer The Recent view on the Insights tab shows the customers current timeline with a summarization of the thematic categories from those posts represented as a word cloud. By seeing the conversations at a glance, you can quickly understand what is going on with your customer, their current topical interests, where they are, and more. This recent context will help you evaluate how you want to engage and give you opportunities for other interactions based on their stream. The Recent view is currently only available for Twitter profiles. Others are coming soon.
  • Slide 43
  • Gaining Insight with a 360 view of each customer Next to the Recent view are additional views with even deeper insight into the interests that we currently monitor. Wine is the first interest that we are supporting with Restaurants, Hotels, and Travel coming next. If we have any posts for a supported interest, selectors will be displayed for each interest. In this example, the Wine selector shows you a high level summary of their wine conversations based on key wine-related categories (vocabulary, varieties, wine types, classifications, regions/appellations and soon brands). A word cloud displays the most common words or phrases across all categories.
  • Slide 44
  • Leveraging Social Media Across Your Team We highly recommend adding as many users to your VinTank account as you can, even if the user wont be posting to social media The benefit of adding users is that they will be able to gain insight from your customers and you will be able to share important posts/notes with them via email
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  • Leveraging Social Media Across Your Team To add users, navigate to My Account, Settings and then Users. Click Add Users and enter at least First and Last Name and email You can also uncheck account administrator to then be able to select custom granular user permissions
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  • Put the team tools to use to save time and provide more effective service Share customer service requests with the most appropriate team member or inquire before responding Share a positive review with the winemaker/business owner Inform the tasting room of incoming VIP, special request, or service issues Send club member conversations to the wine club manager for more personalized service
  • Slide 47
  • Getting the Most Out of Your Content You can post to Facebook, Twitter and Foursquare right from VinTank Platforms pages using the compose button
  • Slide 48
  • Getting the Most Out of Your Content Each Platform has analytics to give insight to Growth, Interaction Scoring and Time of Day/Day of Week activity
  • Slide 49
  • Getting the Most Out of Your Content Top Recent Posts indicate which posts have performed the best over the date range selected Use Top recent posts to determine what content works best and gets the most engagement for each platform
  • Slide 50
  • Elite Social Prospecting and Lead Generation
  • Slide 51
  • Nearby- Nearby includes a stream of location based Instagram and Twitter posts from nearby your venue Most recent posts are at the top If the person who posted has over 5000 followers they will be indicated as an Influencer
  • Slide 52
  • Elite Social Prospecting and Lead Generation Use the Nearby map to view exactly where the public Instagram and Twitter social signal is coming from Most recent posts are indicated by green pins Posts from profiles with over 5000 followers will be indicated as an Influencer and indicated by the dark orange pins
  • Slide 53
  • Elite Social Prospecting and Lead Generation Before deciding to reach out to a social customer, always review their bio, recent activity on the network(s) that triggered the signal, and any past interactions theyve had with your business (using the Customer Details Page). This will give you context you need to make the best possible outreach Try to make your outreach personal based on what you learned about the social customer and their recent/past activity and interactions
  • Slide 54
  • Elite Social Prospecting and Lead Generation Be mindful of how your public facing stream looks as you perform outreach. For example, you dont want your public timeline to be filled with repeated outreach attempts using the same call-to-action. Ensure you have balance in your timeline at all times. For Twitter, know the difference between starting your tweet with @ and any other character Add a Team Note to your outreach conversation in VinTank to help with tracking and consider assigning the conversation to TR staff so they are kept in the loop when/if the social customer comes to the TR It is important to note that there is not one size that fits all. Each business will need to adjust and experiment to find what works best
  • Slide 55
  • Recommendations for using the Nearby-Nearby Geo-fence 1.Twice a day log-in and navigate to Nearby-Nearby 2.Look for the most recent posts in the list view or using the map. Only invite people if they posted today 3.Scroll through the list and look for people that are clearly visiting the area for wine tasting 4.Look for keywords such as "tasting, day trip, winery visits, where to go?" where it is clear the person is visiting multiple wineries 5.Click "View Post" under the post to open the post directly in Twitter or Instagram 6.Engage with them regarding their post FIRST 7.Reply to the user's post by using the recommendations above, welcome them to the area and to stop by your tasting room for a visit
  • Slide 56
  • Coming next from VinTank Keyword based Social Listening Wine Context for each customer Wine Score for each customer Customizable Push Notifications Email Service Provider Integration Smart Sort for surfacing the most important signal and opportunities Advanced Reporting
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  • Glossary of VinTank Terms Authorization: Each user must then authorize themselves to be able to post or respond to activity on the account Connected (Customer): A customer is Connected to your VinTank account when they have had an interaction, follow you, you follow them, or from an import Customer: For social platforms, a social customer is anyone who has had an interaction, follows you, you follow, or from an import Followed By: If you are followed by a customer on a date after you create you VinTank account, you will see the date/time of the follow under their customer overview Interaction Score: We index every single interaction you have with each customer and give each interaction its own score that is weighted based on engagement. Ex. Comments get a higher score than a Like Link Dive: VinTank dives-in to links to index the content of the page or article and present it to you with keyword matches and a summary of the contents
  • Slide 58
  • Glossary of VinTank Terms Merge: You can manually merge a similar profile from a customer details page if you know it to be the same person My Contacts: Contacts that have either been profile stitched or imported to your account Platforms: Integrations you can manage from VinTank. Currently includes: Facebook, Twitter, Instagram, Instagram Location, Foursquare, Delectable, Delectable Producer, Vin65 E-commerce Platform Connection: Connecting a platform to your account will enable VinTank to analyze and index your activity and customers from that platform Profile Stitching: VinTank automatically profile stitches your customers social profiles if we can confirm for certain that it belongs to the same person Related: From the similar profiles section you can "relate" customers to indicate any type of relationship
  • Slide 59
  • Additional Resources We now have an iPhone/iPad app that puts all the power of VinTank in your pocket. Search for VinTank in the App Store or use this url: itunes.apple.com/us/app/vintank/id794777902 Join our VinTank User Community on Facebook so you can ask for help, see what others are doing, and learn about the latest VinTank updates at facebook.com/groups/vintankcommunity Join us any weekday for Free Daily Training at 10am PST. See more info and sign up at vintank.com/training Email [email protected] for any assistance, we are here to [email protected]