30. 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
@RICKBAKAS | #TEXSOM
32. In the 1990’s (web 1.0) consumers would visit one website at a
time and interact with the information on that site only.
33. With web 2.0 consumers don’t access information on one site
only. Information is posted, and can be reposted in other places.
Information “gets in the way” of traffic on other sites via web 2.0
sharing tools, including on mobile web sites.
34. With web 2.0 consumers don’t access information on one site
only. Information is posted, and can be reposted in other places.
Information “gets in the way” of traffic on other sites via web 2.0
sharing tools, including on mobile web sites.
35. WHY SHOULD I CARE?
+ Before, During and After relationship
+ Sharing knowledge
+ Audible branding
+ Career path
photo courtesy of winesbyric.com
@RICKBAKAS | #TEXSOM
58. ?
BLOG
YOUTUBE
TWITTER
GROUPON
EMAIL
E-Commerce, Social Media & Marketing
wine guy. Tweets are my own, wine nerd
sports fanatic, fine dining and travel.
59. Exciting new Red Wines
Our monthly roundup of wines under $20 from around the
world including Barossa and Argentina
60. ATTENTION to INTENTION
1. first moment of truth
2. humanize
3. build trust
4. educate
5. offer
@RICKBAKAS | #TEXSOM
61. FIRST MOMENT OF
TRUTH
AWARENESS
CONSIDERATION
ACTION
VALUE
REALIZED
LOYALTY
BRAND
EVANGELIZED
@RICKBAKAS | #TEXSOM
67. THE REAL TIME WINE EXPERIENCE
+ Connectivity is a necessity
+ Demand for content anytime, anywhere from all media sources
+ Wine lovers broadcast their lives online
- they share their consumption and brand preferences
+ Wine lovers want to have conversations with brands they spend $ with
- not just have brands do the talking
@RICKBAKAS | #TEXSOM
71. RISE OF WINE PROFESSIONALS ON WINES.COM
Wine Experts
Court of Master Sommeliers
WSET
Wine Writers
@RICKBAKAS | #TEXSOM
72. RISE OF WINE PROFESSIONALS ON WINES.COM
Court of Master
Sommeliers
@RICKBAKAS | #TEXSOM
73. RISE OF WINE PROFESSIONALS ON WINES.COM
Joe Smith bio pulled from Twitter
What is
everyone
FOLLOW
1,183 261 81
followers following wines shared
Recent Posts
Enjoying My Top 10 Wines
#CabernetDay! My Cellar
Just tried a Loire
valley Cab Franc
85. “Where can I find some of
my friends’ favorite wines?” “Is J. Lohr Cabernet at any
local restaurants?”
“I’m looking for J.J. Prum
Riesling nearby”
“Where can I find a good
Pinot Grigio?”
“My friend Rob like a
Cabernet from Paso
Robles. Where can I find
it?”
86. @fsdallas my wife and I are coming in tonight,
what are your specials?
@cusomer Braised Pork cheeks featuring Kenner
Farms Pork: Instagr.am/93ty28
@fsdallas that looks good! What kind of wine
would you suggest?
@cusomer we have xyz by the glass or 123 in the
bottle. What kind of wine do you like?
@fsdallas we had a great meal. The broccoli
was a little over cooked, but we like the wine.
@cusomer glad you liked it. If you liked the xyz you
might like other wines from the region like .....
87. User678: I could go for some red wine right
about now. #BachelorPad #50ShadesofGrey
@user678 what kind of wine do you like?
User918: Just had a Riesling with dinner.
#Thanksgiving
@user918 how was it?
User211: The sliders at <competition> are
delicious.
@user211 beef or pork?
User211: pork
@user oh nice. Yeah, I’ve had those and they ARE
good. We make mean sliders too.
92. THINGS TO DO NOW
@ REPLY, @ REPLY, @ REPLY
DEVELOP A MOBILE LANDING PAGE WITH A VIDEO GREETING FROM YOU
MAKE USERS DO A LITTLE BUT GET A LOT
MAKE YOUR BRAND RECOGNIZABLE ON THE SMALL SCREEN
RESIST THE URGE TO GO STRAIGHT TO THE SALE (STEP 5)
FAIL FORWARD FAST
CREATE AN ENVIRONMENT OF REAL TIME BRAND INTIMACY (GIVE & TAKE)
KNOW IT, DON’T SHOW IT
@RICKBAKAS | #TEXSOM
93. THANK YOU
@RICKBAKAS | rbakas@mac.com | about.me/rickbakas
@RICKBAKAS
Hinweis der Redaktion
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Civiliation becoming digital. Not just social media and the internet.\nBanking, commerce, enterprise, government (Egypt). Can you imagine a war being started b/c of technology and social media?\n
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Analog ad - trying to capture attention out of all the other ads in that magazine. Digital ad - if the brand has an engaged audience they&#x2019;ll capture and retain attention, not just now but forever.\n
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people buying and sharing product experiences are keeping up with technology. your competitors are keeping up with technology. I hear from small businesses &#x201C;we can&#x2019;t afford social media&#x201D; to which I reply, &#x201C;you can afford NOT to adopt social media&#x201D;. \n\nWine & Travel (like my trip here) are shared experiences.\n
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2014 is targeted as the year mobile marketing will reach mass adoption. Let&#x2019;s imagine a scenario in 2014 where a consumer (Jane) deciding between two bottles of wine: A 2011 Cabernet from Barossa in Australia and a 2007 Malbec from Argentina.\n
Jane ordered the bottle on the left. The moment return is realized. But why that bottle over the other? Let&#x2019;s work it back and see the timeline leading up to this.\n
Before this moment Jane saw a video on her friend, Cybil&#x2019;s Facebook page of a winemaker talking about this vintage harvest in the Barossa Valley. She watched the 90-second video because she likes wine, and her friend thought the video was interesting enough to share.\n
Jane&#x2019;s friend Cybil is someone she knows and pays attention to. Jane and her group of friends collectively are connected with all sorts of brands online like Osh Kosh B&#x2019;gosh, Justin Bieber, Victoria&#x2019;s Secret and Silk. She&#x2019;s not connected with the other brand online and we&#x2019;ll find out why in a second.\n
Jane&#x2019;s friend Cybil is someone she knows and pays attention to. Jane and her group of friends collectively are connected with all sorts of brands online like Osh Kosh B&#x2019;gosh, Justin Bieber, Victoria&#x2019;s Secret and Silk. She&#x2019;s not connected with the other brand online and we&#x2019;ll find out why in a second.\n
Jane&#x2019;s friend Cybil is someone she knows and pays attention to. Jane and her group of friends collectively are connected with all sorts of brands online like Osh Kosh B&#x2019;gosh, Justin Bieber, Victoria&#x2019;s Secret and Silk. She&#x2019;s not connected with the other brand online and we&#x2019;ll find out why in a second.\n
Jane&#x2019;s friend Cybil is someone she knows and pays attention to. Jane and her group of friends collectively are connected with all sorts of brands online like Osh Kosh B&#x2019;gosh, Justin Bieber, Victoria&#x2019;s Secret and Silk. She&#x2019;s not connected with the other brand online and we&#x2019;ll find out why in a second.\n
Jane&#x2019;s friend Cybil is someone she knows and pays attention to. Jane and her group of friends collectively are connected with all sorts of brands online like Osh Kosh B&#x2019;gosh, Justin Bieber, Victoria&#x2019;s Secret and Silk. She&#x2019;s not connected with the other brand online and we&#x2019;ll find out why in a second.\n
Jane&#x2019;s friend Cybil is someone she knows and pays attention to. Jane and her group of friends collectively are connected with all sorts of brands online like Osh Kosh B&#x2019;gosh, Justin Bieber, Victoria&#x2019;s Secret and Silk. She&#x2019;s not connected with the other brand online and we&#x2019;ll find out why in a second.\n
Jane&#x2019;s friend Cybil is someone she knows and pays attention to. Jane and her group of friends collectively are connected with all sorts of brands online like Osh Kosh B&#x2019;gosh, Justin Bieber, Victoria&#x2019;s Secret and Silk. She&#x2019;s not connected with the other brand online and we&#x2019;ll find out why in a second.\n
Jane&#x2019;s friend Cybil is someone she knows and pays attention to. Jane and her group of friends collectively are connected with all sorts of brands online like Osh Kosh B&#x2019;gosh, Justin Bieber, Victoria&#x2019;s Secret and Silk. She&#x2019;s not connected with the other brand online and we&#x2019;ll find out why in a second.\n
Jane&#x2019;s friend Cybil is someone she knows and pays attention to. Jane and her group of friends collectively are connected with all sorts of brands online like Osh Kosh B&#x2019;gosh, Justin Bieber, Victoria&#x2019;s Secret and Silk. She&#x2019;s not connected with the other brand online and we&#x2019;ll find out why in a second.\n
Jane&#x2019;s friend Cybil is someone she knows and pays attention to. Jane and her group of friends collectively are connected with all sorts of brands online like Osh Kosh B&#x2019;gosh, Justin Bieber, Victoria&#x2019;s Secret and Silk. She&#x2019;s not connected with the other brand online and we&#x2019;ll find out why in a second.\n
Jane&#x2019;s friend Cybil is someone she knows and pays attention to. Jane and her group of friends collectively are connected with all sorts of brands online like Osh Kosh B&#x2019;gosh, Justin Bieber, Victoria&#x2019;s Secret and Silk. She&#x2019;s not connected with the other brand online and we&#x2019;ll find out why in a second.\n
Cybill shared the video to her FB page because the winemaker is cute, has an Aussie accent and she likes wine. She&#x2019;s also interacted with the winery on some social site either by a blog comment or tweet. They&#x2019;ve earned her trust and attention.\n
Cybil gives mindshare to the winery because although she&#x2019;s just one of the many people in their community, they have responded to her online more than once on various social sites, including their blog. In fact, the winery responds to lots of people in their community 7 days a week. They actually seem to CARE about individuals in their community. \nThe other brand has a FB page and Twitter account, but updates are infrequent. Maybe 5-10 days apart. And most of their posts are promotional &#x201C;buy our shit&#x201D; messages.\n
The winery on the left has humanized their brand online. They have a team of people who share responsibility in managing and monitoring the brand online. The other brand is managed online by an outside PR firm. They have one person monitoring 3 brands using some monitoring tool. Mostly their looking for anything negative.\n
Cybil first Liked the Lehman FB page months before at a virtual wine event that took place at her favorite wine shop. The wine shop had a blog post featuring new wines, and this winery actually left a comment on the blog post. Cybil was directed to their FB page via their website or the link on the blog post. In a sick little twist of irony the other winery was also featured in that blog post.\n
this entire scenario could&#x2019;ve gone a thousand different ways. The girls could&#x2019;ve engaged with the brand by scanning a QR code in a magazine ad. They could&#x2019;ve been in the tasting room or used photo recognition at a restaurant. They could&#x2019;ve interacted on Plancast or Quora rather than Facebook. The point is what happened after they were connected with the brand. Cybil gave a sliver of her attention to this brand because they don&#x2019;t bombard her, but care about her. She talks with them because they&#x2019;re interesting, not intrusive. One girl took the time to share a video because actually found the brand&#x2019;s content interesting. She&#x2019;s like a filter to her friends attention. This brand made it through her filter.\n
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people buying and sharing product experiences are keeping up with technology. your competitors are keeping up with technology. I hear from small businesses &#x201C;we can&#x2019;t afford social media&#x201D; to which I reply, &#x201C;you can afford NOT to adopt social media&#x201D;. \n\nWine & Travel (like my trip here) are shared experiences.\n