Social Media "Must Do's" - Lodi Winegrape Comission

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


“The Social Circle”

4 @SocialAndy / @3RockMarketing / @Lodi_Wine

How Do I?


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


Claim your URL www.facebook.com/username

Why? ü  Uniform Branding

ü  Search Ranking

ü  Looks Professional


Add Your Information

Why? ü  Sell Yourself

ü  Tell Your Story

ü  First Impressions


Build Your “Social Circle”

Why? ü  Website is hub

ü  Extended Engagement

Time

ü  Utilize Existing Platforms


Check your Insights

Why? ü  Data is power

ü  Is it working?

ü  Who are you talking to?


Engage as the Page

Why? ü  More Genuine

ü  Join Conversation

ü  Increase Your Reach


Harness your email list

Why? ü  Encourage Engagement

ü  Increase Your Reach


Facebook Ads www.facebook.com/ads

Why? ü  Low Cost

ü  Highly Targeted

ü  Simple to Start / Manage

ü  Real Time Metrics



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


Capitalize HANDLE

Why? ü  Easier to Read

ü  Brand Uniformity

ü  Looks Professional

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versus


Uniform Imagery

Why?

ü  Reinforces your Brand

ü  Consumer Comfort

ü  Professional Appearance


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

Twitter


Busy & Relevant Hashtags

Why? ü  Join the Conversation

ü  Get Discovered

ü  Increase Tweet Reach


Tweet Under 110 Characters

Why? ü Short & Sweet

ü Greater chance of RT

ü Don’t have to edit your

message


Manage with HootSuite

Why? ü Easy interface – so much

easier that Twitter!

ü Team Collaboration

ü Mobile & Static



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


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


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


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Yelp – What to do?

• Research • Detach • Honesty • Factual • Concise

https://www.biz.yelp.com/


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Yelp

66 million views per month



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


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


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


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


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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


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


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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


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Monitoring

Risk / Sentiment Management!



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.


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


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


“Mobile” Specific

vs

www.TheLightGrape.com


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



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


Blogosphere


TTB & Social Media - 1

ü  Social Media is considered “advertising” ü  Wine Market Council Newsletter -

http://hosted.verticalresponse.com/169750/0063c21c0b/


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).


5 Minute Audit


Policies & Procedures


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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


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Food for Thought, in Sonoma


&@SocialAndy / @3RockMarketing / @Lodi_Wine





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Even in the Wine Biz


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Natalie MacLean Breaking the law

CAN Spam Act 2003


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Scott Harvey Wines Set & Forget


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Hurricane Sandy

Total Fatalities 285


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And on it’s fringes UNF**KINGSUBSCRIBE

“…a man of absolutely no integrity…”


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Be STUPID?

• Structure • Training • Understanding • Planning • Information • Document


�  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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