Download pdf - 5 Tips for a Successful Social Media Strategy

Successful Social Media!

Susan DeMatei WineGlass Marketing

www.wineglassmarketing.com

Susan DeMatei WineGlass Marke-ng

707-‐225-‐7178

@sdematei n facebook.com/wineglassmarkeAng [email protected]

Questions Posed:!

•  What are the three most important lessons you’ve learned about how the use of social media can boost the success of businesses in the wine industry?

•  What new trends and tools do you think will make a difference in your social media strategy in the future?

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5 Tips for Successful Social

Media!1. Choose the Right Channel

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Implementation considerations!

It would be nice if we could always do what we want, but there are always considerations when implementing tactics, such as: •  Time Management

•  How many employees and how much time do you have to put towards a Social Media Plan

•  Content Creation •  What assets do you have to assist you with a Social

Media Plan •  Budget

•  What resources do you have to spend on Social Media content creation?

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Time Investment!

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Can be scheduled in 1 hour/week

Devoted person on staff

It’s in someone’s job

description to create, or at least manage

Can be coordinated with many

team members

Set Up & Check in

infrequently

Easiest to be outsourced Requires the most analytics

Physical Assets !  Professional

photography !  Editable semi-

professional videos !  Access to back-end of

website to post videos and pictures

!  Blog area on website

Available Assets !  A tasting room !  A beautiful location !  An outgoing

winemaker, owner or spokesperson

!  Budget to hire photographer or videographer or writer (see next section)

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Content Creation Demands!

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I can get a couple hundred

$10k + I can get a couple thousand

What budget?

Budget Demands!

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2. Be Authentic

Content from the Source!

•  Calendar and division of responsibilities

•  One person collates and manages posts for consistency of voice and timeline

•  Have a Social Media clause in your HR documents 11

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2. Be Authentic

3. Provide Value

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You May not be as fabulous as you think you are (!)!

Content that Provides Value!

•  Recipes •  News •  Tips •  Jokes/Memes •  Insider images or

information

•  Choose one things that has nothing to do with wine and promote it 14

Vs

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2. Be Authentic

3. Provide Value

4. Monitor with Metrics

Vanity Metrics!•  Metrics that provide a benchmark, but

mostly just tell you how popular you are •  How many followers you have on Facebook •  How many followers

you have on Twitter

•  Your Klout score

1/26/2015 VingDirect DTC Conference

More insightful Questions To Be Answered!

•  How many people can we connect with via each channel?

•  What is the order from highest to lowest of referrals to our website or eCommerce?

•  What were we most successful at last year?

•  Which posts have generated the most reaction?

•  Which posts have resulted in the most referrals to website or eCommerce?

•  What time of day do we get the greatest response to Facebook?

•  What types of posts get the most liked on Facebook? •  What types of Twitter posts do we get the most

reaction? 17

Dig to Find the Metrics that Matter!

1/26/2015 VingDirect DTC Conference

Setting up goals and funnels gives you the most powerful

metrics – Sales!!

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Example of Facebook Post analysis done using free Facebook data!•  Posts for past 6 months vary but have dropped off

this year •  Primarily photos •  Mix of links and text posts •  Photos are driving virality –

not quantity

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0% 1% 1% 2% 2% 3% 3% 4%

0

20

40

60

80

100

Photo Link Status Update

Share

Posts

Virality

Most Engagement Tuesday/Wednesday at the 10am hour!

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At the Very Least…!•  Monthly dashboard, highlighting key

movement •  Quarterly adjustment to posting

strategies, frequency and content

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2. Be Authentic

3. Provide Value

4. Monitor with Metrics

5. Continue the Relationship

Communication is a Two Way Channel!•  Acknowledge positive tweets, posts or reviews •  Respond to customer service requests •  Append customer data

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THANK YOU

Susan DeMatei WineGlass Marke-ng

707-‐225-‐7178

@sdematei n facebook.com/wineglassmarkeAng [email protected]