Jeremy Schubert [email protected] March 5, 2014 1-4pm

Transcription

TWITTER, INSTAGRAM, AND
THE WBC
SBCVA & Lunabean Media
Presenter: Jeremy Schubert
[email protected]
March 5, 2014
1-4pm
Wednesday, March 5, 14
WBC ACTION PLAN
• Create
“Kit”
a WBC
• Participate
in the
Live Blogging
• Get
familiar with
Twitter
www.lunabeanmedia.com
• Follow
the
bloggers’ using the
WBC’s list
• Track
the
#WBC14 hashtag
on Instagram, too
©2014 Lunabean, LLC
WINE BLOGGERS’ KIT
• Create
a digital
“press kit” for the
bloggers
• One-sheet
• Tasting
• 3-5
notes for
wines that they’ll
be sampling
about
your winery incl.
contact info
hi-res images
they can use in
blog posts
WHAT DO YOU DO WITH IT?
Be able to quickly deliver it to them.
• Either
by signing
them up for your
email list and
having an
autoresponder go
out with the link to
the kit or...
• Use Trade
or...
Locker
• Have
branded
thumbdrives
(which they may
lose)
Text
• Have
• Staff
staff member at events with iPad in hand
member signs up blogger
• Blogger
gets autoresponder w/ link to files on website
Trade Locker Option
• Have
• Staff
staff member at events with iPad in hand
member instantly sends blogger the kit
WHY?
• Make
it as easy as
possible to be
written about
• Collect
their email
address so you can
follow up
• Make
a great
impression with
your “techiness”
Participate in Live Blogging
tchat.io
TWITTER BASICS & THE WINE
BLOGGERS CONFERENCE
It’s time to listen.
TODAY YOU WILL DISCOVER
•
The "secret" language of
Twitter
•
The tools the pros use to
streamline their efforts
•
How to use Twitter to form
relationships and build your
brand
•
How to use Twitter to drive
tasting room traffic
•
Three examples of events
you can host surrounding
WBC14
•
An easy way to reach wine
bloggers
HOW TO THINK ABOUT
TWITTER - LISTENING
•
Until you are comfortable
with Twitter you should use it
as a search engine and
LISTENING TOOL
•
Watch what others are doing
and get involved
•
You can’t make a mistake if
you are being genuine
Use it for Brand Reputation
Monitoring
•
HOW BIZ’S USE TWITTER
•
Customer service / support
•
Capturing media attention
(bloggers)
•
Listening / Market Research
•
Engagement / Crowdsourcing
WHY YOU SHOULD CARE
•
Your customers are talking about your wine
•
Bloggers (influencers) are talking about your wine
•
Wine bloggers have an average of 3,215 Twitter followers
Source: Lifestyle Blogging Report 2013
YOU CAN USE TWITTER
IN TWO WAYS
•
A broadcast and listening tool
(most basic use)
•
An engagement and
relationship-building tool
AT THE VERY LEAST
YOU NEED...
A business profile for your winery where you can...
•
Search
•
Reply
•
Listen
•
Monitor
LET’S SEARCH!
twitter.com/search
LISTENING FOR...
• Your
winery’s name
• #sbcwine
• #wbc14
• #harvest13
• AVA’s
COOL TRICK!
twitter.com/search-advanced/
TWITTER 101
THE SECRET LANGUAGE
• Tweet
- 140 character message
• Retweet
(RT) - Forwarding another user’s tweet to all of your
followers
• Hashtag
(#) - A way to organize keywords or topics, e.g. #WBC14
or #FF or #WW
• Reply
(@) - A tweet posted in reply to another user’s message.
Always starts with @username
• Favorite
- Similar to a “like” on Facebook...mark a tweet as a favorite
TWITTER 101
HASHTAGS
• #FF
- Follow Friday: list people
you want others’ to follow
• #WW
- Wine Wednesday: tell
people what you’re drinking, list
other wine people you want
other’s to follow
• #winechat
- Weekly virtual
• #wbc14
- Wine bloggers’
conference
• #cawine
- California wine
• #sbcwine
- Santa Barbara
County wine
tasting
TWITTER 101
TWO PROFILE OPTIONS
Official business or
association profile.
Personal profile w/ a
bit of biz thrown
in there.
TWITTER 101
PROFILE BEST PRACTICES
Logo
Phone Number
Website
TTB Rules
#wbc14
Photo
Personal Interests
Job Title / Description
Put #wbc14
TWITTER 101
HOW TO GET FOLLOWERS
The Setup
• Make
sure your profile is
enticing
• Make
sure your profile has a
photo / logo
• Make
interesting tweets
• Be
helpful
• Post
links to good articles,
blogs, websites
• Post
videos and pictures
TWITTER 101
Follow Others (and they’ll follow you back)
• Search
for what interests you
and follow people you seem to
like
• Follow
people who are talking
about your winery
• Follow
people who are talking
about Santa Barbara wine and
its AVA’s
• Follow
wine bloggers
TWITTER 101
WHO TO FOLLOW
•
@SBCwines
•
@PinotMom
•
@SBCWineLady
•
nearby wineries
•
@AliSchubert
•
wine publications
•
@JeremySchubert
•
wine bloggers
•
@WineBloggersCon
•
people who mention your wine
COOL TRICK!
Wine Blogger List of Twitter Handles
http://winebloggersconference.org/america/participants/
SUPER COOL TRICK!
Twitter List - A quick way to find and follow influencers.
TWITTER 101
Get on their radar
• Retweet
• Reply
tweets you like
to tweets
• Favorite
other’s tweets
• Mention
other people
(@username) in your tweets
All these actions will send out alerts to
person, who will then be more likely
to follow you.
TWITTER 101
WHAT TO TWEET?
Your customers want to connect with
the people behind the brand.
• Behind-the-scenes
pictures /
videos
tasting notes,
goings-on, observations
• Links
/ Harvest reports
to wine-related articles
room shenanigans
• Reviews
• Winemaker
• Vineyard
• Tasting
• Food
/ Scores
pairings / recipes
• Events
/ Dinners
• Specials
/ Deals
LEARN FROM THESE WINERIES
TWITTER 101
SUMMARY
• Twitter
is a listening tool
• If
you want to engage and reply
you will have more success
• Make
sure your profile is set up
correctly
• Follow
people who interest
you, who mention your wine,
and wine bloggers
• Jump
in and start tweeting,
retweeting, and replying
• Use
#hashtags in your tweets
WHAT HAPPENS TO
MY TWEETS?
Tweets end up in the
“timeline” of all of the
people who are following
you (your followers)
WHAT’S A REPLY?
• Reply
- Responding to a
person’s tweet by placing their
username at the beginning of
the tweet: @username
• Or
just click “reply”
• Think
of it as a direct
conversation
WHAT’S A MENTION?
• Mention
- Same as a
reply, but the
@username is in the
body of the tweet
• Think
of it as
including
somebody in a
conversation
LET’S FOLLOW!
Follow People Talking About Your Wine
TWO LISTS
Step 1 - Find WBC14 List
TWO LISTS
Step 2 - Click it and subscribe to it.
TWO LISTS
Step 3 - Look at the list and start
following bloggers.
TWO LISTS
2. Create your own PRIVATE list of nearby wineries/
restaurants/tasting rooms
LET’S CREATE A PRIVATE LIST!
•
Name your list
•
Describe your list
•
Make sure it’s PRIVATE (so
other wineries can’t see who
you’re spying on)
•
Save the list
LET’S CREATE A PRIVATE LIST!
•
Search for nearby
wineries / Tasting Rooms
•
Once on their profile,
add them to your list
NOW THAT WE’VE COVERED
THE BASICS...
•
How to set up
Hootsuite
•
The truth about Twitter
Tastings
•
How to drive tasting
room traffic
•
Events to host around
the WBC14
HOOTSUITE
HOOTSUITE - LET’S GO!
Hootsuite lets you aggregate and organize everything Twitter.
Hootsuite lets you aggregate and organize everything Twitter.
Click, “Add Stream”
The Streams You Need
•
Search: #wbc14
•
Subscribed list - Wine
Bloggers Conference
•
Keyword: santa barbara
wine
•
Search: #sbcwine OR
#cawine OR
#santabarbaracounty
•
Search: #winechat
•
Private list - Nearby
wineries
POSTING FROM HOOTSUITE
Use hootsuite to post on Twitter.
TRACKING FROM HOOTSUITE
You can use hootsuite to track clicks.
HOW TO DRIVE
TASTING ROOM TRAFFIC
•
Now that you have a
“nearby wineries” stream
on Hootsuite
•
Have it up in your Tasting
Room
•
Check it a few times a day
to see if anybody is nearby
•
Write to them and invite
them to visit
•
You may also want to
make a stream for the
#hashtag of an event
HOW TO DRIVE
You see this...
You reply with this...
HOW TO DRIVE
•
If you see that someone is
nearby, tweet them an invite
to stop by
•
Incentivize w/ free tasting or
2for1 tasting
•
Pluck them right from the
virtual world
•
Takes 5 minutes/day
Vista Hills Vineyard
One Tweet results in new wine club
member and ongoing blogging
by customer. ©2014 Lunabean, LLC
BIT.LY
URL Shortening and Tracking
Don’t use in email newsletters.
TWITTER CONTESTS
•
•
Unlike Facebook, no real
rules to worry about
Works to spread awareness
of special or event
•
Works to get followers
•
Does not work to get email
addresses or direct
marketing info
TWITTER CONTESTS
Example 1 - RT to win
TWITTER CONTESTS
Example 2 - Tell Us
Tell us why you love @mywinery and you could win
a #winegetaway weekend!
TWITTER CONTESTS
Example 3 - Photo Contest
TWITTER CONTESTS
•
No “real” rules to worry
about
•
Make sure you have your, or
a unique #hashtag so you
can easily track entries
•
You may want to have
contest rules available on
your website or blog
MEASURING TWITTER
Twitter Counter
www.twittercounter.com
MEASURING TWITTER
twtrland
www.twtrland.com
MEASURING TWITTER
Klout
www.klout.com
MEASURING TWITTER
Klout
www.tweepsmap.com
COOL TOOL
refollow.com
COOL TOOL
Step 1 - Add targeted followers
COOL TOOL
Step 2 - Purge people who don’t follow you back.
COOL TOOL
Warning - Do not do this more than twice a day.
Twitter warns against mass following.
MEASURING WBC
MEASURING WBC
Google Analytics
Be sure to check stats during and immediately
after WBC14
SUMMARY
• Create
• Set
a Bloggers Kit
up your Twitter profile correctly
• Start
following the right people
• Engage
• Pluck
and reply to those talking about your wine
people out of the Twitter-verse
• Determine
what you can do to reach out and make
bloggers feel special
SANITY CHECK
• It’s
ok to make mistakes
• You
don’t have to read every tweet
• You
don’t have to reply to every @tweet directed at you
• If
someone doesn’t like how you’re tweeting...guess
what? They can unfollow you. It’s not your problem, it’s
theirs.
• Commenting
on other tweets and re-tweeting tweets
you feel valuable is a great way to build community.
INSTAGRAM COOL TRICKS
COOL TRICK 1
•
15 second tasting notes
•
Try for one / month
•
Post to FB
•
Grab embed code
•
Post on website
•
Email newsletter linking to it
COOL TRICK 1 - HOW
•
On Instagram itself (on
desktop)
•
Pull up your profile
•
Click photo
•
Click "..." three dot
•
Grab embed code
COOL TRICK 2
STATIGRAM GROUPS
Filter the Feed!
COOL TRICK 2
•
Using the example of wine bloggers...
•
Search statigram for wine bloggers (find their names on the WBC
website)
•
Follow the ones you want
•
When you follow...ADD THEM TO A GROUP
•
Sort your feed based on that group
•
Like, comment, "visually listen" to what they're doing
COOL TRICK 2
STATIGRAM GROUPS
COOL TRICK 3
REPOST
COOL TRICK 3
REPOST
•
Takes a little bit of time
•
Worth it if you really want to
make a great impact with a
user
•
Can use during WBC to reach
out valuable targets
COOL TRICK 4
FACEBOOK TAB
Q&A

Jeremy Schubert [email protected] March 5, 2014 1-4pm

Transcription

Similar documents

Firehouse hosts Great Big Home Show

stockmens insurance agency llc

the eLeaP LMS brochure.

a PDF of this press release

WELCOME TO CAESARS PALACE

APAPCD - Association of Middle

For advance bookings or queries please call our

LifeScapes Highboy Storage Shed

Seven for All Mankind

Easy-Happy-Sex - Aboriginal Tribal Leader Mourning her Son is