This document summarizes a panel discussion on new technologies and digital media in the wine industry. The panelists were professionals from marketing, PR, and media companies. They discussed topics like the role of traditional PR versus new media, best practices for social media and influencer outreach, managing social media brands, trends in the wine and beer industries, and generating video and visual content for different platforms. The panelists provided advice and answered questions from the audience.
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2013 Unified Wine & Grape Symposium - New Technologies & Digital Media
1. New Technologies
&
Digital Media
ANDREW HEALY: Chief Social Officer at 3 rock marketing
ASHLEY NICOLE TEPLIN: Owner and Partner at Teplin+Nuss
KRISTY SAMMIS: Founding Partner at Clever Girls Collective
MARK GORDON: Senior Digital Media Manager at Jackson Family Wines
ALAN KROPF: President of Mutineer Magazine
@SocialAndy @AshleyTeplin @KristySF
@MarkInNorCal @AlanKropf
@3rockmarketing @TeplinNuss
@LaCremaWines
@CleverGirlsColl
@MutineerMag
#UWGS
2. Some Questions For You
#UWGS
@SocialAndy @AshleyTeplin @KristySF
@MarkInNorCal @AlanKropf
@3rockmarketing @TeplinNuss
@LaCremaWines
@CleverGirlsColl
@MutineerMag
3. What we’ll cover
• Introductions
• Panel Presentations
• Time for a chat
•Q&A
#UWGS
@SocialAndy @AshleyTeplin @KristySF
@3rockmarketing @TeplinNuss
@MarkInNorCal @AlanKropf
@CleverGirlsColl @LaCremaWines
@MutineerMag
4. Andrew Healy
@Social Andy
• Dublin born, Napa Resident
• Worked in Wine – Production, Logistics, Retail,
National Account Sales, Branding & Restaurant
• Worked in 5 countries in both Hemispheres
• Lecture in Social Media at SSU
• Clients include Napa Vintners, Visit Napa Valley, Wine Market
Council, Accolade Wines NA, Coppola Wines…
• Random Tidbit: At the age of 15 ran a half marathon in 1:28
• Lover of Riesling & Zinfandel
@SocialAndy @AshleyTeplin @KristySF
@MarkInNorCal @AlanKropf
@3rockmarketing @TeplinNuss
@LaCremaWines
@CleverGirlsColl
@MutineerMag
#UWGS
5. Ashley Nicole Teplin
@AshleyTeplin
•
•
•
•
•
Californian born, Napa Resident
Worked in the film industry and culinary field
before focusing on the world of Public Relations
Recent experience includes working with Wine Market Council, Town
of St. Helena, Napa Valley Wine Library Association…
Random Tidbit: I can wiggle my ears
Lover of Viognier and all types of Bubbles
#UWGS
@SocialAndy @AshleyTeplin @KristySF
@MarkInNorCal @AlanKropf
@3rockmarketing @TeplinNuss
@LaCremaWines
@CleverGirlsColl
@MutineerMag
6. Kristy Sammis
@KristySF
• Manhattan, NY born now a Napa resident
• Worked in management consulting before coming
out west and ran communications department at
Walmart.com
• Launched Clever Girls specifically to help brands with social media
campaigns and influencer outreach
• Random Tidbit: Tried stand-up comedy for a whole 3 months,
decided to stick with blogging, began personal blog 8 years ago
• Lover of all things sparkling (not limited to wines)
#UWGS
@SocialAndy @AshleyTeplin @KristySF
@MarkInNorCal @AlanKropf
@3rockmarketing @TeplinNuss
@LaCremaWines
@CleverGirlsColl
@MutineerMag
7. Mark Gordon
@MarkInNorCal
• Aspen, CO born now a Healdsburg Resident
• Worked in Sports and Fitness Industry before
moving to Healdsburg
• Owned two companies that developed leading edge web-toprint software and social media apps
• Currently Social Media Manager for Jackson Family Wines
• Enjoys cooking, trail running and the Wine Country Lifestyle
• Random Tidbit: had one (and only one) professional boxing
match, and retired undefeated
@SocialAndy @AshleyTeplin @KristySF
@MarkInNorCal @AlanKropf
@3rockmarketing @TeplinNuss
@LaCremaWines
@CleverGirlsColl
@MutineerMag
#UWGS
8. Alan Kropf
@AlanKropf
• Waterville, WA born now a Napa resident
• Founder and President of Mutineer Magazine and
Mutant Drink Marketing
• 2012 Forbes 30 under 30 & Steve Heimoff's "favorite
under-30 mover and shaker in the American wine world”
• A random tidbit: Plays bugle jamz
• Lover of absinthe. And craft beer. And cocktails. And
bourbon. And sparkling water. And juice boxes. And wine.
Yes, wine is delicious.
@SocialAndy @AshleyTeplin @KristySF
@MarkInNorCal @AlanKropf
@3rockmarketing @TeplinNuss
@LaCremaWines
@CleverGirlsColl
@MutineerMag
#UWGS
9. Traditional Public Relations
in the era of new media
@AshleyTeplin + @TeplinNuss
#UWGS
@SocialAndy @AshleyTeplin @KristySF
@MarkInNorCal @AlanKropf
@3rockmarketing @TeplinNuss
@LaCremaWines
@CleverGirlsColl
@MutineerMag
22. Tip #4
Don’t say anything online that you
wouldn’t say to the media.
23. Tip #5
Ask for help + continue to educate yourself on
new ways to build your brand online and in
person.
24. Traditional Public Relations
in the era of new media
@AshleyTeplin + @TeplinNuss
#UWGS
@SocialAndy @AshleyTeplin @KristySF
@MarkInNorCal @AlanKropf
@3rockmarketing @TeplinNuss
@LaCremaWines
@CleverGirlsColl
@MutineerMag
65. • Follow others in the industry (esp.
influencers).
• Tool up!
• Retweet regularly. (it’s not bragging)
• Hook up, don’t SELL.
• Reply when you are mentioned.
• Use #hashtags.
• Use Instagram to tweet your photos.
• Engage people directly.
66. • Don’t unitask.
• Make a crappy picture less
crappy.
• If the picture is good, don’t filter.
67. • Careful with interactions (no agegating).
• Photos only, not images.
• Create a hashtag.
68. •
•
•
•
•
Convert to business page.
Promote the lifestyle/personality.
Repurpose photos.
Add the Pin It button.
Photos only, not images.
69. •
•
•
•
Drive pins to more info.
Honor thy copyright.
Set yourself up to be noticed.
Careful with interactions.
70. Managing your Social
Media Brand
#UWGS
@SocialAndy @AshleyTeplin @KristySF
@MarkInNorCal @AlanKropf
@3rockmarketing @TeplinNuss
@LaCremaWines
@CleverGirlsColl
@MutineerMag
73. NEW WINERIES
1990 - 2000
1,294 NEW WINERIES
NEW BREWERIES
1990 - 2000
1,200 NEW BREWERIES
74. NEW WINERIES
1990 - 2000
1,294 NEW WINERIES
2000 - 2010
4,722 NEW WINERIES
NEW BREWERIES
1990 - 2000
1,200 NEW BREWERIES
2000 - 2010
204 NEW BREWERIES
76. U.S. Consumer Print Beverage Magazine Launches
Decanter: 1975 (UK w/US influence)
Quarterly Review of Wines: 1977 (Stopped Printing in 2009)
Wine Advocate: 1978
Wine Enthusiast: 1979
Wine Spectator: 1976/1979
All About Beer: 1979
Wine & Spirits: 1981
Wine News Magazine: 1985 (Stopped Printing in 2009)
Wine X: 1997 (Stopped Printing in 2007)
Draft: 2006
Imbibe: 2006
Beer West: 2007
Beer Advocate: 2007
Beer: 2008
Mutineer: 2008
Beer Connoisseur: 2009
77. “...there is so much good wine on the market
today, I think a lot of wineries are struggling with
a reason for being there and in getting a
competitive differentiation. So the problem is
more of a differentiation, not an access issue. It
isn't that there aren't a lot of distributors out there
willing to sell wine.”
- Charlie Merinoff,
Chairman, Wine & Spirits Wholesalers of America
79. Time for a chat
• Video
• Visual Works
• The Mobile Web
• Workplace Guidelines
• Measuring Success
#UWGS
@SocialAndy @AshleyTeplin @KristySF
@MarkInNorCal @AlanKropf
@3rockmarketing @TeplinNuss
@LaCremaWines
@CleverGirlsColl
@MutineerMag
80. Video
• Quality Production
• Length
• Use Everywhere
• Host on YouTube for searches
• Advertise It
#UWGS
@SocialAndy @AshleyTeplin @KristySF
@MarkInNorCal @AlanKropf
@3rockmarketing @TeplinNuss
@LaCremaWines
@CleverGirlsColl
@MutineerMag