Using Social Media to Connect With Consumers. TX Wine & Grape Growers Association Annual Conference February 19, 2015

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1 Using Social Media to Connect With Consumers TX Wine & Grape Growers Association Annual Conference February 19, 2015

2

3 The Big Picture Trends New Demographics of the Wine Industry Types of Inbound Marketing Ideas for Application

4 Wine Trends Casualization Everyone s a Critic and an Influencer Natural Wines Value Mix It Up Convenience is Key Branding Matters Taste Most Important Source: E. & J. Gallo Winery Consumer Wine Trends Survey David White The Times Weekly

5 2015 Consumer Trends Buying Convenience Consumption as a Route to Progress Everybody as Influencers Community Shopping Experiences Rise of the Millennials The Social Consumer Source: Euromonitor

6 The Demographics of Wine 80% 70% 60% 50% 40% 30% 20% 10% 0% -10% Percent Change of Preferred Drink (Wine) vs Source: Gallup Poll; 2013

7 The New Consumer 25.7% - Millennials drinking wine 41.4% - Baby Boomers drinking wine 30% - Millenials that represent the core of people who drink wine weekly Source: Canadean Wine Report

8 Source: Adweek

9 Rise of The Millenials

10 Rise of the Millenials

11 Millenials Making Headlines

12 The Millenial World

13

14 How To Get Millenials to Listen Make it Quick Be Part of a Conversation that Matters Be Real People Show Them Stuff, Educate Them Help Them Change The World Partner with Brands They Already Like Don t Stereotype Them Give Them Some Control

15 Where to Start? Branding Shopper Marketing Outbound Marketing INBOUND MARKETING

16 What is In-Bound Marketing Driven by creating content to get found and building relationships Blogs Influencer engagement Social media campaigns (Facebook, Twitter, Pinterest, Instagram) Ebooks & Whitepapers Search Engine Optimized (SEO) website text Viral videos Web-based seminars (Webinars)

17 Social Media - Defined User generated content delivered via the web and mobile based technologies which allows people to communicate, discuss, recommend, and co-create

18 Start A Conversation

19 Wine The Social Stats 700,000 people view wine-related videos every month Over 7,000 wine tweets per day More than 300 iphone apps for wine 90% of wine drinkers use Facebook 6.2 hours per week Wineries are a top subject on Pinterest There are over 1300 wine blogs The 20 top wine bloggers having a combined audience larger than Wine Spectator online Source: Breslin; Quint

20 Start with Compelling Content

21 Content Best Practices Start a conversation that matters don t sell Teach, don t tell Connect with lifestyles Tell a story

22 Facebook

23 Facebook Best Practices Post consistently Stay current Use photos & video Boost important posts Use a conversational tone avoid sales Incorporate reviews Review your post performance

24 Twitter

25 Twitter Best Practices Keep it short 140 characters Use conversational language don t sell #HashtagsRule Copy order is important Message, Link, #hashtag Pictures = Real Estate Retweet others who tweet about you Thank your customers and fans

26 Pinterest

27 Pinterest Best Practices Be Consistent Complete Your Profile Jumpstart your account by cross-promoting it on your other accounts Get others involved your employees involved Avoid excessive self-promotion Repin and Reply Your Audience Matters

28 #wine 13MM posts Instagram

29 Instagram Best Practices It s a lifestyle magazine. Tell a story. Understand your audience Create a theme for your content Be creative & beautiful Give your followers a reason to follow Post once or twice a day Engage. Comment. Follow. Like. Be human.

30 YouTube

31 YouTube Best Practices Maintain Your Channel More Is Better Keep the Content Coming Accurate descriptions and tags Respond to comments Make content not ads Time isn t everything Consider collaborating

32 Advertising Pay to Play Facebook Advertising Send people to your website Promote individual posts Promote your page Promote your app Reach people near your business Twitter Advertising Upside: High Impressions Downside: Poor Demographic Targeting Best Practices Define Target Audience Audience Specific Ads Always include a Call To Action Images and Graphics Critical Test, Test, Test

33 Foursquare/Swarm

34 Yelp

35 Trip Advisor

36 Social Media in Action

37 Wine The Stories

38 ROI: 11,000 likes in the first two weeks and 300 comments. Increased traffic by 7000% to the website, and achieved a 15% increase in revenue with a 73% increase in transactions Educate

39 Engage With Influencers ROI: Wine sales increased from 50,000 cases a year to 300,000.

40 Co-Create

41 Start A Conversation

42 Co-opt the Trends - Convenience

43 Co-Opt The Trends Mix It Up 66% mix wine with fruit or fruit juice 51% make wine cocktails 48% mix wine with other cocktail mixers like club soda 46% drink wine over ice 27% occasionally drink wine in a cup with a straw

44 Co-Opt The Trends - Offer Value

45 Co-Opt The Trends Do Good

46 Create Experiences

47 Create & Celebrate Occasions

48 Seasonal Messaging

49 Pour On Your Marketing Tell Your Own Story Understand The Trends Embrace Change Utilize All of Your Resources Be Creative

50

51 Thank You Melinda Goodman Managing Partner

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