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Social Marketing & Wine at Market

Social Marketing & Wine at Market. REGINA MC CARTHY MARYLAND WINERIES ASSOCIATION. What is “Social Networking/Marketing?”. Social Networking is the act of connecting and interacting with other people––and the collection and sharing of data––through social media channels.

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Social Marketing & Wine at Market

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  1. Social Marketing & Wine at Market REGINA MC CARTHY MARYLAND WINERIES ASSOCIATION

  2. What is “Social Networking/Marketing?” Social Networking is the act of connecting and interacting with other people––and the collection and sharing of data––through social media channels. Social Marketing is marketing your product/business through social networks/channels. Think: YouTube, Facebook, Twitter, Yelp, Bing, ChowHound, Google Reviews, Google +, Blogs, LinkedIn, MySpace, FlickR, digg, StumbleUpon, Squidoo, Wikipedia, Blogger, Wordpress, Ning, formspring, tumblr just to name a few…

  3. Farmers Markets: The Original Social Network • Farmers Market manager gathers people of a like interest or goal. • Farmers gather in one place to showcase their goods. • Customers come and talk to the farmers, and each other about what they like, how they will use their produce. • Gathering, showcasing, sharing and discussion are the components of any social network. • Sounds a little like Facebook, doesn’t it?

  4. How can Farmers Markets Use Social Networking/Marketing? • Link to other members of the community • Farmers • Shops • Businesses • Create consumer relationships • Millennial’s (love local, love social!) • Share valuable data like: • Times/Hours/Location of market • Link to featured farmers • Photos of products in season • Videos of “a day in the life” of a famer or market manager/market set up • Recipes/Tips

  5. Website = Home Base • All social media channels should point back to a well developed, clean, updated, accurate website. • Your website should point back to all social media channels.

  6. Social Media, Explained • Facebook: “I like donuts” • Twitter: “I’m eating a donut” • Foursquare: “This is where I eat donuts” • Yelp: “I bought my donut at this shop, and it was terrible. Don’t buy donuts there.” • Instagram: “Here’s a vintage photo of my donut” • YouTube: “Here I am, eating a donut” • LinkedIn: “My skills include donut eating” • Pinterest: “This donut defines my personality”

  7. FACEBOOK Basics • Page instead of Profile • Keep accurate Information • Build a base • Become a resource • Interact with your peer businesses AND consumers • Be active!

  8. Facebook Insights

  9. TWITTER basics • Create an identifiable twitter handle • @MDwine • @USDAgov • Think about linking to facebook or vice versa • LISTEN to the conversation, then get involved • Tools: • Hashtags • Retweets • Follows

  10. Social Media Management Tools HootSuite & TweetDeck • One Stop Shop for many social networks • Comment aggregation • Convenient • Time saving • Scheduling updates (@postling via mashable)

  11. QR Codes • A quick response code is an image that customers can scan via a smart phone. • It is a quick way for the customer to capture much information (contact, website, recipes, tips, etc) • You can display on your website, at vendor tables etc. • They can be used to generate coupons! • Scanning QR codes can make waiting in line at popular booths more enjoyable. • Easy to create!

  12. QR Codes (KAYWA.COM) • QR Codes

  13. Farm Market Social Networks • www.localharvest.org • RealTimeFarms.org • Marylandsbest.net

  14. Rules of Thumb • BE DYNAMIC • Photos/videos/data • BE AUTHENTIC • Let your personality show • BE AN EXPERT • DON’T BE BORING • More than 90% of consumers unsubscribe, “unlike” or stop following brands because of too frequent, irrelevant or boring communications (via @mashable) • And THEN sell your product

  15. MD Wine at MD Markets • Why wineries are a benefit • Special Event Permits vs. Farmers Market Permits • Retailer Permits • What’s allowed

  16. Why host wineries at your market? • Value Add your market • Bring a new clientele to your market • Co-promote with wineries (through their websites/social media sites) • Become a “one stop shop”

  17. Farmers Market Permits • Markets in the following counties have “Farmers Market” permits: • Baltimore • Carroll • Frederick • Montgomery • Prince Georges • Wineries can attend up to 12 farmers markets in these counties with correct permitting, offer samples, sales • State issued, winery applies, needs market manager signature • Must be submitted to state 20 days before event

  18. Special Event Permits • For those counties/jurisdictions without designated Farmers Market permits, wineries can attend by using their Special Event Permits • Three per county, 12 per year, used for other events. • State issued, winery applies, needs market manager signature • Must be submitted to state 20 days before event

  19. Retailer Farmers Market Permit • Wine Shops apply for permit • Sell MD wine only • Wineries can come to “meet and greet” • State Issued permit • Retailer must be in the same county as market • Not as successful for producers (wineries).

  20. Contact Info • Regina Mc Carthy • 410-252-9463 • Regina@marylandwine.com • @Mdwine

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