Andrew Healy, Chief Social Officer of
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Social Media Must-Do's
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@SocialAndy
@VisitNapaValley @3RockMarketing
@SocialAndy / @3RockMarketing / @Lodi_Wine
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Andrew Healy • Dublin Born
• Napa Resident
• Worked in Wine – Production, Logistics,
National Account Sales, Retail, Restaurants
• In 5 Countries
• Lecture in Wine & Social Media at SSU
• Clients include Visit Napa Valley, Melka Wines,
Chandon, Sea Smoke, Wine Market Council, Napa Point
Brewing, Great Wine Capitals, Napa Truffle Festival
• Lover of Riesling & Zinfandel
@SocialAndy / @3RockMarketing / @Lodi_Wine
“The Social Circle”
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How Do I?
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Tips for Success
ü Single Email Address – Internal or Gmail
ü Key Chain Doc
ü Don’t Steal Images – 123rf.com
ü 911 call sign for “outside” incidents
ü Avoid “New Toy Syndrome”
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ü Claim your URL
ü Fill in your Info
ü Build your Social Circle
ü Check your insights
ü Engage as the Page
ü Add your email list
ü Facebook Advertising
@SocialAndy / @3RockMarketing / @Lodi_Wine
Claim your URL www.facebook.com/username
Why? ü Uniform Branding
ü Search Ranking
ü Looks Professional
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Add Your Information
Why? ü Sell Yourself
ü Tell Your Story
ü First Impressions
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Build Your “Social Circle”
Why? ü Website is hub
ü Extended Engagement
Time
ü Utilize Existing Platforms
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Check your Insights
Why? ü Data is power
ü Is it working?
ü Who are you talking to?
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Engage as the Page
Why? ü More Genuine
ü Join Conversation
ü Increase Your Reach
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Harness your email list
Why? ü Encourage Engagement
ü Increase Your Reach
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Facebook Ads www.facebook.com/ads
Why? ü Low Cost
ü Highly Targeted
ü Simple to Start / Manage
ü Real Time Metrics
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ü Capitalize your Handle ü Uniform Imagery
ü Don’t Cross-‐Post
ü Use Busy & Relevant Hashtags ü Tweet Under 110 Characters
ü Manage with HootSuite
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Capitalize HANDLE
Why? ü Easier to Read
ü Brand Uniformity
ü Looks Professional
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versus
@SocialAndy / @3RockMarketing / @Lodi_Wine
Uniform Imagery
Why?
ü Reinforces your Brand
ü Consumer Comfort
ü Professional Appearance
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Do Not Cross Post
Why? ü Respect the SM Outlet
ü Respect Your Fans / Followers
ü It’s Just Lazy!
ü Acceptable to push images to
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Busy & Relevant Hashtags
Why? ü Join the Conversation
ü Get Discovered
ü Increase Tweet Reach
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Tweet Under 110 Characters
Why? ü Short & Sweet
ü Greater chance of RT
ü Don’t have to edit your
message
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Manage with HootSuite
Why? ü Easy interface – so much
easier that Twitter!
ü Team Collaboration
ü Mobile & Static
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Google +
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ü Google is big, really BIG
ü Link to your Google Place lis7ng
ü Fill in your profile and “hyperlink”
ü Increase SEO “findability”
ü G+ Sharing and +1 are easy
ü Be an early adopter and experiment
ü Be visual
ü Shorten your URL with gplus.to
@SocialAndy / @3RockMarketing / @Lodi_Wine
ü Op7mize your Personal & Business Profiles
ü Build a Network of Connec7ons
ü Recommenda7ons – give & take
ü Join & Contribute to Relevant & Related LinkedIn Groups
ü Encourage Employees to Link to Your Business Profile
ü Manage Your LinkedIn Time with Mobile Apps
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User Driven Reviews
ü Claim your Listing
ü Converse with both good and bad
reviews
ü Be aware of the conversations
ü Include announcements & offer
specials
@SocialAndy / @3RockMarketing / @Lodi_Wine
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Yelp – What to do?
• Research • Detach • Honesty • Factual • Concise
https://www.biz.yelp.com/
@SocialAndy / @3RockMarketing / @Lodi_Wine
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Yelp
66 million views per month
@SocialAndy / @3RockMarketing / @Lodi_Wine
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Video as a “Viral” Tool
ü You Tube gets 2 billion+ Views a day
ü You Tube appears in Google searches
ü Videos are “7meless”
ü Referenced from other outlets
ü Open coded videos can be placed anywhere and drive views to your channel
@SocialAndy / @3RockMarketing / @Lodi_Wine
Video: Must Do List ü Tag your Channel & Video
ü 30-90 seconds in length
ü Create uniform Top & Tails
ü Put your website at the “Top”
ü Leave your code “open”
ü Include a call to action
ü Link to your website in the video
description
ü Build your Social Circle
@SocialAndy / @3RockMarketing / @Lodi_Wine
Photo Sharing ü Another outlet where you can be
found
ü Visual paradise all year long
ü Tag your photo with searched
terms
ü Photos are evocative and trigger
emotion
ü Optimize your website
ü Say BYE BYE to Flash
@SocialAndy / @3RockMarketing / @Lodi_Wine
ü Travel, Food & Wine - HUGE online conversations ü Easy to use , quick and easy interface
ü Still the current new big thing in Social Media
@SocialAndy / @3RockMarketing / @Lodi_Wine
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ü Claim your URL – brand uniform
ü Link & Validate your website
ü Make your website “pinable”
ü Add “Pin It” buttons to your website
ü Pin with the Pin Bookmarklet
ü Give credit where it’s due
ü Don’t claim a photo that’s not yours
ü Add Pinterest to your Facebook Page
@SocialAndy / @3RockMarketing / @Lodi_Wine
ü #Wine = 6.4 million photos – (3.9 mill in March 2013) ü Now owned by Facebook
ü Open API allows great integration with 3rd Party app to make it easier to manage
@SocialAndy / @3RockMarketing / @Lodi_Wine
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ü Claim your URL – brand uniform
ü Link your website
ü Only use photos you’ve taken
ü Don’t filter if it doesn’t need it
ü Use appropriate hashtags
ü Push it to Twitter
ü Use ink361.com, Statigram, Nitrogram
@SocialAndy / @3RockMarketing / @Lodi_Wine
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Monitoring
Risk / Sentiment Management!
@SocialAndy / @3RockMarketing / @Lodi_Wine
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Geo Location: Must Do List
ü Claim your venue(s)
ü Encourage check ins
ü Offer specials
ü Claim and manage your Google &
Yahoo Maps location
ü Interact
165 million active Android & Apple iOS devices in the U.S.
@SocialAndy / @3RockMarketing / @Lodi_Wine
QR (Quick Response) Codes
ü Invented in Japan in 1994
ü Increased Smartphone use allow access
ü Control over destination makes it
interesting
ü Make destination interesting / relevant
ü QR to video
ü QR to email (data capture)
ü Metrics
@SocialAndy / @3RockMarketing / @Lodi_Wine
The “Mobile” Web ü Huge Traffic Growth in the Mobile
Web
ü Google ranks you better is you have
a specific mobile site
ü Increased Smartphone use will force
uptake
ü First point of contact requires an
“Optimized Experience”
ü Ahead of competition
@SocialAndy / @3RockMarketing / @Lodi_Wine
“Mobile” Specific
vs
www.TheLightGrape.com
@SocialAndy / @3RockMarketing / @Lodi_Wine
Mobile Must Do’s ü Reference your existing analytics
ü Reduce Navigation options to the
essential / most visited
ü Weigh up Responsive vs Optimized
options
ü Include a “touch to call” options
ü Add Social links
@SocialAndy / @3RockMarketing / @Lodi_Wine
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Social SEO How Social Media supports SEO
ü Support your key messaging
ü Decide those as part of your
strategy
ü Re-enforces your Google presence
ü Repetition is good
ü Image Source - http://www.postano.com/blog/social-seo
@SocialAndy / @3RockMarketing / @Lodi_Wine
Blogosphere
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TTB & Social Media - 1
ü Social Media is considered “advertising” ü Wine Market Council Newsletter -
http://hosted.verticalresponse.com/169750/0063c21c0b/
@SocialAndy / @3RockMarketing / @Lodi_Wine
TTB & Social Media - 2
In their words, “Generally speaking the regulation prohibit”: � Statements that are false or untrue. � Statements that are inconsistent with
approved product labels. � False or misleading statements that are
disparaging to a competitor’s product. � Health related statements that are false or
misleading. � Misleading guarantees (although money
back guarantees are not prohibited).
@SocialAndy / @3RockMarketing / @Lodi_Wine
5 Minute Audit
@SocialAndy / @3RockMarketing / @Lodi_Wine
Policies & Procedures
@SocialAndy / @3RockMarketing / @Lodi_Wine
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“It takes 20 years to build a Reputation and five minutes to ruin it. If you think about that, you'll do things differently.” Warren Buffett
Reputation of a social entity (a person, a group of people, an organization) is an opinion about that entity, typically a result of social evaluation on a set of criteria. It is important in education, business and online communities (source: wikipedia)
Food for Thought
@SocialAndy / @3RockMarketing / @Lodi_Wine
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Food for Thought, in Sonoma
@SocialAndy / @3RockMarketing / @Lodi_Wine
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Even in the Wine Biz
@SocialAndy / @3RockMarketing / @Lodi_Wine
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Natalie MacLean Breaking the law
CAN Spam Act 2003
@SocialAndy / @3RockMarketing / @Lodi_Wine
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Scott Harvey Wines Set & Forget
@SocialAndy / @3RockMarketing / @Lodi_Wine
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Hurricane Sandy
Total Fatalities 285
@SocialAndy / @3RockMarketing / @Lodi_Wine
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And on it’s fringes UNF**KINGSUBSCRIBE
“…a man of absolutely no integrity…”
@SocialAndy / @3RockMarketing / @Lodi_Wine
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Be STUPID?
• Structure • Training • Understanding • Planning • Information • Document
@SocialAndy / @3RockMarketing / @Lodi_Wine
� Social Media Set Up | Training | Strategy | Optimization | Advertising | Reporting | Monitoring | Output | Viral Campaign Management | At Event Coverage | Workplace Policies, Procedures & Guidelines | Custom Facebook Development | f-commerce
� Website Development & Design Design | Creation | Coding | Content Creation | Analytics | Integration | Hosting | Management | e-Commerce | Mobile Optimization
� Email Marketing Template Creation | Social Media Integration | Analytics | Video Email
� Visual Media Photography | Videography | Graphic Design
� New Media Relations
What Do We Do...
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www.facebook.com/3RockMarketing
www.twitter.com/3RockMarketing
www. .com