1. Future Marketers
Social Media Workshop - #FMSMW
WiFi Login - ‘Napa‘ WiFi Password - ‘Valley’
presented by bakasmedia.com

2. Todd Iseri - Director of Sales
Twitter.com/NapaMarriott
Facebook.com/NapaMarriott

3. about.me/rickbakas
First Director of Social Media in the wine industry
Former Brand Manager at NIKE
Adviser at Bakas Media
Certified Sommelier
Really loves #Bacon
#FMSMW

4. Grandpa Hardig
#FMSMW

5. Grandpa Hardig
#FMSMW

6. internet users
1960
#FMSMW

7. internet users
Moore’s Law
1960
#FMSMW

8. internet users
1970
#FMSMW

9. mobile users
1980
#FMSMW

10. mobile users
Macintosh
answering machines AOL
usenet groups
ATM’s
Microsoft Windows
1980 dial up modems
#FMSMW

11. 1990
#FMSMW

12. wifi
voicemail
first personal computers first business websites
first business email
first email addresses
first cell phones 1990 internet boom
#FMSMW

13. 2000
#FMSMW

14. MySpace
vlogging
Friendster
google analytics
blogging
CRM
2000
#FMSMW

15. 2010
#FMSMW

16. sCRM
virtual banking
social media
smart appliances
2010
#FMSMW

17. internet users
mobile users
1970 1980 1990 2000 2010 2020
#FMSMW

18. internet users
mobile users
you are here
1960 1970 1980 1990 2000 2010 2020 2030 2040 2050 2060 2070 2080 2090 3000
#FMSMW

19. Grandpa Hardig
#FMSMW

20. 1960 1970 1980 1990 2000 2010 2020 2030 2040 2050 2060 2070 2080 2090 3000
#FMSMW

21. rise of curation
1960 1970 1980 1990 2000 2010 2020 2030 2040 2050 2060 2070 2080 2090 3000
#FMSMW

22. dawn of brand curation
1960 1970 1980 1990 2000 2010 2020 2030 2040 2050 2060 2070 2080 2090 3000
#FMSMW

23. dawn of brand curation
Every photo, tweet, blog
post, message, email,
sound clip or video will
exist forever online.
1960 1970 1980 1990 2000 2010 2020 2030 2040 2050 2060 2070 2080 2090 3000
#FMSMW

24. dawn of brand curation
1960 1970 1980 1990 2000 2010 2020 2030 2040 2050 2060 2070 2080 2090 3000
#FMSMW

25. traditional new media
media + create your own
rely on others’ reach reach
Magazine readership Facebook fans
Newspaper circulation blog readers
Television audience YouTube viewers
SEO manipulation Twitter Followers
Email Email list
organic SEO
#FMSMW

26. conversationprism.com #FMSMW

27. You are a steward of legacy
‣ establish URL real estate now
‣ establish brand voice
‣ years from now people will be viewing your brand
messages online
‣ community continues to grow year after year
#FMSMW

28. Online engagement
‣ @ replies
‣ Themes (ie.. #custserv)
‣ Events
‣ Education
‣ Increase your social currency
#FMSMW

29. Online engagement
#FMSMW

30. Case studies
#FMSMW

31. #HunterWine, #YarraWine, #BarossaWine
‣ Reached 2,900,000 people on Twitter
‣ 67,000,000 impressions
‣ 7,200 tweets
‣ 1,100 unique tweeters

32. tweetup tour of U.S.
SEATTLE
BOSTON
NEW
JERSEY NEW
YORK
NAPA CHICAGO
BOULDER DC
DENVER
LA RALEIGH
ATLANTA
DALLAS
AUSTIN
ORLANDO
#FMSMW

33. tweetup tour of U.S.
#FMSMW

34. tweetup tour of U.S.
Number of brand impressions‐ 6297
Es6mated total number of a9endees‐ 282
Avg. number of Tweets during each event‐ 211
Avg. number of Unique tweeters per event‐ 42
Approximate reach per event‐ 220,000 ‐ 500,000
Number of searches on grappos.com‐ 1,516
$ Invested ‐ $5,000 for travel & expenses
#FMSMW

35. 172,000 “views” of our tweetup
invites on Eventbrite
1,211 names of qualified wine
drinkers added to database
wine club & DTC sales
#FMSMW

36. 172,000 “views” of our tweetup
invites on Eventbrite
1,211 names of qualified wine
drinkers added to database
Addi6onal Stats:
+ 36 new placements
+ 27 aFendees per event
+ 42 unique tweeters per event
+ 211 tweets per event
wine club & DTC sales
#FMSMW

37. Location Based Marketing
92 visitors to the winery from Foursquare tips
#FMSMW

38. Positioning your brand online - be consistent!
#FMSMW

39. Brand for the lizard brain

40. Brand for the lizard brain
(
a decent brand will
register on the front of
the brain in the
eyeballs.

41. Brand for the lizard brain
(
(
a decent brand will
a GREAT brand will
register on the front of
register deep down on
the brain in the
the lizard brain.
eyeballs.

42. Brand Synergy

43. Brand Synergy

45. A brand is a promise.

46. A brand is a promise.
A promise made by people.

47. Holistic Brand
events email campaign
travel @ replies
in-person YouTube videos
interactions
Face to Face Online
supporting other people’s social currency
events in person
events
one-one service
service
#FMSMW

48. things you can be doing now
#FMSMW

49. things you can be doing now
@ reply to as many people on Twitter as possible every day
(Twitter hides them from your stream)
#FMSMW

50. things you can be doing now
@ reply to as many people on Twitter as possible every day
(Twitter hides them from your stream)
Educate people about your area of brand expertise (blog daily)
#FMSMW

51. things you can be doing now
@ reply to as many people on Twitter as possible every day
(Twitter hides them from your stream)
Educate people about your area of brand expertise (blog daily)
Establishing your URLs for future use
#FMSMW

52. things you can be doing now
@ reply to as many people on Twitter as possible every day
(Twitter hides them from your stream)
Educate people about your area of brand expertise (blog daily)
Establishing your URLs for future use
Engage influencers
#FMSMW

53. things you can be doing now
@ reply to as many people on Twitter as possible every day
(Twitter hides them from your stream)
Educate people about your area of brand expertise (blog daily)
Establishing your URLs for future use
Engage influencers
Position your brand for consistency and synergy
#FMSMW

54. things you can be doing now
@ reply to as many people on Twitter as possible every day
(Twitter hides them from your stream)
Educate people about your area of brand expertise (blog daily)
Educate people on your product (vintage 2011)
Establishing your URLs for future use
Engage influencers
Position your brand for consistency and synergy
#FMSMW

55. Q+A
#FMSMW