Presentation created for the Wine Institute, the public policy advocacy group of more than 1,100 California wineries and affiliated businesses that initiate and advocate state, federal and international public policy to enhance the environment for the responsible production, consumption and enjoyment of wine. The Wine Institute membership represents 85 percent of U.S. wine production and 90 percent of U.S. wine exports. Omitted from this presentation is a proprietary case study of one of the member organizations as an example of what could be done to optimize programs. Presented at the Wine Institute (425 Market St # 1000) in San Francisco on October 16, 2009.

1. Social Media Means
Business
Presented By Jennifer Lindsay for the Wine Institute
Social Media Strategist. Speaker. Broadcaster. Consultant.
me@jenniferlindsay.com
JenniferLindsay.com | twitter.com/jennifered | BlogTalkRadio/JenniferLindsay
LinkedIn: http://j.mp/jlLi | Facebook: http://j.mp/jlFbF
October 16, 2009

2. 01/29/15 ©2009 Jennifer Lindsay for the Wine Institu2
Agenda
Benefits and Best Practices
Where to Start
Understanding Your Online Thumbprint
Why You Should Care About Your Online Presence

3. 
Why You Should Care About Your
Online Presence
The New Marketplace

4. 01/29/15 ©2009 Jennifer Lindsay for the Wine Institu4
It’s All About Being ‘Found’
The Power of Search
“Small rectangular pieces of
cardstock with your name,
phone number and
company logo are going
the way of the land line,
compact disc, and yellow
pages. It's pretty simple:
Google is the new
business card.”
 Gina Trapani, Harvard Business
August 10, 2009

5. 
Understanding Your Online
Thumbprint
Can You Be Found By Buyers?

6. 01/29/15 ©2009 Jennifer Lindsay for the Wine Institu6
The Online Thumbprint
Online Presence Audit Methodology
 The Online Presence
Audit is a benchmark
document that reveals
your online thumbprint by
examining:
 Where and you’re
represented in social media
and other key areas on the
Web.
 How you size up against
your top competitors, and
appear in your market
and/or verticals.
 Opportunities!

7. 
Where to Start
The Importance of Strategy

8. 01/29/15 ©2009 Jennifer Lindsay for the Wine Institu8
Social Media Strategy
 Social media must be treated as any other
marketing or public relations practice and be goal-
driven.
 Each social media tool should be used tactically.
 Without a strategic through-line, it is impossible to
grow or mature social media program.
 User engagement cannot be holistically leveraged
if social media programs do not logically connect
to action.
 Measurement must be key from the get go.

9. 01/29/15 ©2009 Jennifer Lindsay for the Wine Institu9
Content Strategy
 Content is key to search
engine rankings and how
influencers interact with
your brand.
 Create an editorial
calendar of topics that
target your influencers
and is seasonal.
 Diversify content types to
draw different crowds to
your site, e.g. text, audio
and video.

10. 
Benefits and Best Practices

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Search Engine Optimization (SEO)
Benefits and Best Practices
 Benefits
 Site traffic.
 Brand recognition.
 Sell product & lead
generation.
 Launch a new product(s).
 Push a message or idea.
 Combat bad publicity.
 Best practices
 Make sure your Web site has
a title, meta description &
meta keywords.
 Description that is similar, but
not the same as your site
content.
 Dynamic title-tagging.
 Link to sub domains within
your site.

12. 01/29/15 ©2009 Jennifer Lindsay for the Wine Institu12
Social Business
LinkedIn
 Benefits
 Connects you with 21
million experienced
professionals, representing
150 industries.
 Increase brand awareness
and goodwill among
purchasing decision-
makers, potential partners
and recruits.
 Best practices
 Leverage the platform to
emphasize your credibility
as an expert industry
resource.

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Email Marketing
Fine Tuning Interaction
 Best practices
 Allow users to forward to a
friend or colleague.
 Create central hub of links or
buttons to social sites.
 Users are more likely to click
on your content if there’s
video or images.
 As you require a detailed
amount of information at sign
up, its important to create or
source a product of value
such as promotion code or
content links - especially to
rich media - as a thank you.

14. 01/29/15 ©2009 Jennifer Lindsay for the Wine Institu14
Social Content
Importance of Viral Sharing Features
 Benefits
 To gain customers as well as press interest, you will want to make
sure all information supplied on own Web site and social sites is
easy to find, use and share.
 Best practices
 One-click access to information about your company, linking
directly from the home page.
 Where-possible, make content printer-friendly. It's a small touch,
but one that many Web sites neglect.
 Provide links to popular bookmarking sites so visitors can share
news items and tags to improve the online visibility of each news
item.
 Incorporate rich media like video and audio.

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Other Content to Consider
What’s Right For YOUR Business
 Blogging
 Commenting
 Community
 Social Media Newsroom
 Content Sharing
 Lead Generation
 Measurement
 Policy
 Training

16. Social Media Means
Business
Presented By Jennifer Lindsay for the Wine Institute
Social Media Strategist. Speaker. Broadcaster. Consultant.
me@jenniferlindsay.com
JenniferLindsay.com | twitter.com/jennifered | BlogTalkRadio/JenniferLindsay
LinkedIn: http://j.mp/jlLi | Facebook: http://j.mp/jlFbF
October 16, 2009