Presentation on digital media strategy from the 2011 Wine Industry Conference, presented by the North Bay Business Journal: http://www.northbaybusinessjournal.com/resources/business-journal-events-presentations/wine-industry-conference-2011/.

1. Preserving Elegance
Jordan Vineyard & Winery
in the Digital Age
Saturday, January 21, 2012

2. 1976: Looking Back Jordan Vineyard & Winery
Saturday, January 21, 2012

3. Notable Quotes
“Price is what you pay. Value is what you get.”
- Warren Buffet
“Think like a publisher, not a marketer.”
- David Meerman Scott
“You can’t buy attention anymore …The old paradigm
was pay to play. Now you get back what you authentically
put in. You’ve got to be willing to play to play.”
- Alex Bogusky
“Attention spans will only decrease as technology breeds
laziness and the expectation of rapid solution delivery.”
- James Gurd
“Your brand is created out of customer contact and the
experience your customers have of you."
- Scott Talgo
“Social Media is about the people! Not about your
business. Provide for the people and the people will
provide for you.”
- Matt Goulart
Saturday, January 21, 2012

4. A Passionate Leader
“Consumers have many more
quality wine choices now than
they did when my parents
founded the winery.”
“We don’t believe new
technology and old-world
artistry are incompatible.”
“Technology has enabled us
to make the customer the
center of our work culture.”
- John Jordan
Saturday, January 21, 2012

5. Communication
Revolution
• Accepting behavorial shifts beyond social media
• Google search, foodie nation, mobile
• Embracing the self publication era
• Every individual and company has a voice
• Media no longer only avenue to tell our story
• Adopting a “one to many” communication chain
• Breaking through the clutter
• Overwhelming amount of noise
• Filtering is common behavior
• Identifying information consumption trends
• 700 billion YouTube videos viewed in 2010
• Using web content as social currency
• Building a strong social graph
• Keeping up with blistering pace of technology
Saturday, January 21, 2012

6. Company Culture
• Hungry
• Agile
• Progressive
• Adaptable
• Collaborative
• Internal Expertise
• Tech-savvy
Saturday, January 21, 2012

7. Brand Essence Online Jordan Vineyard & Winery
Saturday, January 21, 2012

8. Brand Essence
“A product can be
quickly outdated,
but a successful
brand is timeless.”
- Stephen King
Saturday, January 21, 2012

9. Brand Essence
• What defines your brand?
• How will you remain consistent?
• What is your tone offline?
• What value can your bring?
• How are you relevant?
• What is your expertise?
• What are your assets?
• What stories are compelling?
Saturday, January 21, 2012

10. New Media Strategy
• Prepare culture
• Hire/train
• Research
• Develop plan
• Tone, content, platforms, frequency,
audiences (trade, consumer)
• Build architecture
• Determine workflows
• Integrate across departments
• Dive in
• Listen
• Respond
• Adapt
Saturday, January 21, 2012

11. Telling our Story
“If a picture is worth
a 1,000 words,
then a video is worth
300,000.”
- Nadira Hira,
Direct to Consumer Wine Symposium
Saturday, January 21, 2012

12. Telling our Story
• High-definition videos
• Added value to the customer
• Types of content
• Winemaking, viticulture, culinary,
hospitality, design
• When to drink videos
• How to videos
• Tips and advice
• People behind the wines
• Family/history stories
• Every day life on the estate
• Syndication and content sharing
• Ongoing training to stay ahead of
competition
Saturday, January 21, 2012

13. Wine Release Video Jordan Vineyard & Winery
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14. Composting Video Jordan Vineyard & Winery
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15. blog.jordanwinery.com Jordan Vineyard & Winery
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16. youtube.com/jordanvineyard Jordan Vineyard & Winery
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17. twitter.com/jordanwinery Jordan Vineyard & Winery
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18. jordanwinery.com BEFORE Jordan Vineyard & Winery
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19. jordanwinery.com AFTER Jordan Vineyard & Winery
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20. jordanwinery.com/mobile Jordan Vineyard & Winery
Saturday, January 21, 2012

21. Digital Newsletter Jordan Vineyard & Winery
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22. Video and Your Brand
• Equipment
• Look
• Sound
• Lighting
• Bandwidth
• Audience
• Advance Planning
Saturday, January 21, 2012

23. Making the
Commitment
• Don’t have time or energy to commit to
video storytelling? Don’t give up.
• Hire a professional to make a branding
video. Your website should have one
marquis video where customers can hear
you speak to them about your philosophy.
A great video can help your brand; a bad
video can really hurt it.
• Shift funding if necessary. A high-quality
video can cost $5-$10K; drop your glossy
brochure for a QR code on a card.
Saturday, January 21, 2012

24. Tech Tools
• iPad
• Creates efficiency
• Useful for multiple departments
• Maintains quality visuals
• Evolves image to contemporary
• QR Code
• Attaches rich media to one dimensional items
• Affords opportunity to convey message, brand
imagery
• UPC apps
• Attaches rich media to UPC on existing products
Saturday, January 21, 2012

25. Discussion Jordan Vineyard & Winery
Saturday, January 21, 2012