by andrea wilson social media specialist. *wine business monthly 15 june 2008
TRANSCRIPT
THE RISE OF INBOUND MARKETING
(HOW SOCIAL MEDIA CAN IMPROVE YOUR SALES)
By Andrea Wilson
Social Media Specialist
HOW DO MOST AMERICANS CHOOSE
THEIR WINE?*
*Wine Business Monthly 15 June 2008
WHAT IS THE DIFFERENCE
BETWEEN INBOUND AND OUTBOUND
MARKETING?
Outbound marketing is more difficult in today’s world …
How many people …
Registered their phone numbers on the FTC’s “Do Not Call” List?
Never open direct mail? Skip television ads? Unsubscribed from a company email
that they had previously opted into
How many people …
200 million Americans registered their phone numbers
44% of direct mail is never opened 86% of people skip television ads 91% of email users have unsubscribed
from a company email that they previously opted into
Worst Marketing Decisions
Note: The State of Inbound Marketing report is based on a survey issued in late 2008. The survey was completed by 167 professionals involved or familiar with their business’ marketing strategy. These professionals included marketers, business owners, entrepreneurs, executives and salespeople in businesses of all sizes. 71% of these professionals worked in business-to-business companies and approximately one-quarter of those surveyed worked in the business or professional services sector.
Best Marketing Decisions
Inbound Marketing
Content (examples)Blog/VlogsPodcastsEbooks
Social Media (examples)FacebookTwitterLinkedIn
Social Media
Is a two-way interactive relationship Provides value/service Entertains Educates
Is a two-way interactive relationship
KNOW ♥ LIKE ♥ TRUST
*Most popular link in November
Provides Value/Service
*This entire exchange is public and resulted in eight comments over three days (Oct 28 – 31).
Wine of the Week: Montes Alpha Carmenere 2008 (Chile) $24wine.about.comWine of the Week: Montes Alpha Carmenere 2008 (Chile) $24530 Impressions · 2.08% FeedbackLike · · Share · October 28 at 9:11am · •3 people like this.•Rita Maria Reed That's awesome! Does that mean we can get a case or two available at retail outlets in Louisiana on a regular basis :)TGIC Importers, INC Hey Rita Maria Reed--I'm still trying to find out that info for you! ~AndreaTGIC Importers, INC Rita Maria Reed--Montes available at Rouse's & Aquistapace's :)Rita Maria Reed Carmenere? I have everything i want but alpha carmenere in this market.TGIC Importers, INC Rita Maria Reed--only Purple Angel (made by Montes) is available.Rita Maria Reed I'm just going to have to buyRita Maria Reed In bulk!
Entertains “Ask not what wine has done
for you but rather what you are willing to do for wine.” Four likes One comment Reached 124 people Most popular statement/question in
December
“Happy Hallowine from TGIC!” Seven likes One comment Reached 192 people Most popular picture in October
Educates
Posted, “Maximo Morrone of TGIC Importers on Argentine & Chilean Wine”
Results Seven likes Three comments Reached 152 people
Most popular post in November and December
*Courtesy of Woodland Hills Wine Company
Photos work!
Alex Guarachi is all smiles at the Costco in Coral Gables, Florida.*Most popular picture in November
How many of you have Facebook accounts?
Fred Brown
Justine Rogalle
Christophe Courteaud
Cindy Deutsch
Shawn Loggins
How many of you “Like” a business (i.e., fan page) on Facebook?
Facebook Stats
More than 50% of Facebook users login daily
More than 200 billion posts are liked and commented on per day
The average user is connected to 80 pages, groups and/or events
There are more comments and likes on Facebook than searches on Google
Awareness of Facebook is close to 100%
67% of B2C companies and 41% of B2B companies have acquired a customer through Facebook
Remember
2nd most common reason people buy wine is because someone recommended it
Social MediaCustomers come to you Engage in a two-way, interactive relationshipExpect to be educated, entertained or provided
with a value/service.Will result in sales if you participate!
In order for me to help you ($$), you need to …
Ask/tell/beg your family, friends, coworkers, peers, neighbors to be fans of the TGIC Facebook page*http://www.facebook.com/TGICImporters
*After you become a fan!
Email me dynamic photos
Pictures of People with our Product looking like they
are … Partying (having fun) And provide captions
Person’s nameProduct name(s)Location—be specificDateDescription
Darcy of the TGI Friday’s in Bloomington, MN, loves pouring Santa Ema Sauvignon Blanc & Norton Malbec. Stop by and enjoy a glass.
Immediate Goals
2000 fans by March 1 Minimum of three photo posts—related
to TGIC activities—per week I know each person’s full name & region
represented, which will happen if you are emailing me!
