Issue link: http://read.dmtmag.com/i/100792
MARKET WATCH TIM TEICHGRAEBER As with any community, abiding by community rules, whether written or unwritten, pays dividends. ���Do have a personal account,��� advised Opaz. ���Do not set your company up with an account. Accounts are for humans. Pages are for your business. Don���t spam. Ask questions. Say ���hello��� and ���thank you.��� These mean a lot.��� RETURN ON ATTENTION In 2009 ��� a mere three years ago ��� Rick Bakas was the first full-time director of social media when he was hired by St. Supery Vineyards & Winery in Napa Valley. Bakas loved wine, but the self-described ���techy, geeky kid��� also had a background in branding at Nike. After a year at St. Supery, Bakas had enough people bugging him for advice that he decided to start his own media relations agency, Bakas Media. Bakas compares using Facebook alone to trying to cook with one ingredient. ���If you���re going to commit to using the social web, you have to use the whole social web and not just one particular site,��� he said. ���Facebook alone is not a place to try to sell anything. We���ve seen Facebook stores come and go, but no one has really successfully sold much through Facebook, because that���s not the nature of Facebook in its soul. It���s about personal relationships first ��� People want a place where they can just have personal relationships without marketers peeing in the pool. ���On Facebook, I never try to advise anyone to try to sell anything. I advise them to try to capture and maintain attention and relationships with people, but then drive them to a place where the action takes place, which is usually their own website, where they can sell wine direct, or if you���re using a wine finder, something that they can use Wine Industry Internet Social Media Marketing Building Sales for Wineries & Suppliers ��� Facebook Development & Training ��� Social Media Management ��� Services For Getting Found Online ��� Tasting Room Sales Training ���Let my team help your team succeed��� ���Barrie Cleveland Free Social Media & Online Review 805.543.1363 bcleveland@WineryAdvisor.com www.WineryAdvisor.com ���Winery Advisor has been instrumental in our direct to consumer marketing approach and increasing our tasting room and club sales.��� to find the wine nearby,��� added Bakas. ���I advise my clients that instead of looking at ROI (return on investment), they should be looking at ROA ��� return on attention.��� Once the attention is attained, the trick is making an impulse purchase as efficient and fast as possible. The key to success is streamlining the transaction, and specifically making the transaction mobile-phone-friendly, which is why Bakas��� company is specifically focused on mobile commerce. To that end, Bakas advises winery clients to install streamlined shopping carts set up for mobile phone users who might want to buy the wine that they���ve just tried and scanned the QR code or label with their mobile device. Bakas also recently became the vice president of marketing for a company called PressPay, which enables website shopping carts to auto-fill customer billing and shipping information the way PayPal and Google Wallet do, but for a modest flat rate per month instead of a per-transaction percentage. These kinds of products can diminish the time required to make a purchase from minutes to seconds, making them valuable tools that facilitate rather than frustrate sales. ���Social media is the right question, but mobile commerce is how we���re going to convert an attention into a purchase,��� said Bakas. ���The key to mobile commerce is making people do a little bit but get a lot. How do you make it possible to buy wine from your phone in three clicks or less ��� that���s the golden egg.��� Tim Teichgraeber cut his teeth in retail wine sales before becoming the wine columnist for the Minneapolis Star Tribune. Today he is a contributor to the San Francisco Chronicle, Tasting Panel, Opus Vino and other publications, when he���s not working as an entertainment lawyer in San Francisco. Comments? Please e-mail us at feedback@vwmmedia.com. -Mike Giubbini, Owner, Rotta Winery 30 V I N E YARD & WINERY MANAGEMENT | Jan - Feb 2013 w w w. v w m m e d i a . c o m