Marketing Chart: Agencies Rate Effectiveness of Social Media Tactics

From Marketing Sherpa’s chart of the week, agencies rate the effectiveness of their clients’ social media tactics. The timing of this chart couldn’t be better as Google today merged Google Search with Google+. Improving search rankings continues to be one of the more important strategies in social media. Agencies are at the intersection of their clients’ marketing objectives and all the new social tools.

Pay special attention to the last line for advertising. Only 12% of respondents thought advertising on social sites was ‘Very Effective’. And out of all the categories, advertising had the highest number of agencies saying it was ‘Not Effective’. It’s a little eye opening to see advertising as the least effective tactic for social media whereas building one-to-one relationships and moderating the company’s social sites were at the time. It just reinforces what we’ve been hearing over and over about social media. Successful social brands engage with their community and have 2-way dialoge. Brands still doing the old fashioned one-way broadcast tactic are still doing the traditional advertising thing, and it’s probably not working very well.

We’ve found Facebook ads to be almost useless. We’ve seen very few successful case studies for Facebook ads for small to medium sized brands. Larger companies with funds for running a campaign across multiple channels are seeing the best results for Facebook ads. I say Facebook ads are near useless today because of Google+ brand pages. There we see a more direct correlation between a brand page, Ad Words and Search results.

$30 Wine & Food Pairing Cookbook for iPad

We have a new iPad based video cookbook coming out on Bakespace.com’s Cookbook Cafe this week. Bakespace.com has created something along the lines of an iTunes store for cookbooks where community members can create their own digital selection of recipes. $30 Wine+Food Pairings is a collection of recipes that feed two people with a suggested wine pairing. All recipe pairings have been created by Sommelier Rick Bakas and videos have been produced by Anita Gouloomian.

Each recipe comes with a short video showing how to make the recipe and a description of why they go together. The cookbooks are available for iPad as well as on bakespace.com for non-tablet owners. $30 Wine+Food Pairings will sell for 1.99 and will be updated regularly with new seasonal offerings.

 

Here’s a sample video:

Take a peek and download the app then let me know what you think.

5 Clicks or Less – The Rise of Mobile Commerce for the Wine Industry

Quick! Take out your phone and buy something with it.

 

Now might be a good time to ask if you’ve ever bought anything using your smart phone outside of the Apple iTunes ecosystem.  Currently, mobile shopping carts are seeing an abandonment rate over 99% across all industries, not just wine. To be more precise, 99.8% of the time a person will leave a transaction on their mobile phone before completion. I didn’t do that well in math, but I’m pretty sure that’s bad.

The problem is nobody wants to sit around and type all their info into a mobile shopping cart as a first time user. And returning customers aren’t 100% sure their private information is going to be kept secure. These are the challenges mobile marketers are facing in 2011.

I scanned it, now what? (photo courtesy of André Ribeirinho from AVIN.cc)

The current state of mobile marketing in the wine industry has evolved to the point where QR codes are being used on bottles, on labels in wine shops and on marketing materials as a point of engagement.  That’s a step in the right direction, but the next step is where this strategy can fail.  Often times a QR code will redirect the user (or future customer) to the brand’s website, but that’s where it ends.  There’s nothing compelling about that for the user.  Especially if the site hasn’t even been optimized for a mobile phone.  Brands using QR codes effectively will see a big opportunity to scale up the number of brand touch points and will add something of value for the person who scanned the code.

Going into 2012 Bakas Media is focused squarely on mobile commerce with a mantra of “5 Clicks or Less”.  The key to successful mobile marketing is making the user do a little but get a lot.  We want a potential purchaser to accomplish what they want in less than five clicks on their phone whether it’s product information, social connections or a purchase.

We’re working with a winery we already feel has seen the future.  Portalupi Wines in Healdsburg has a beautifully designed mobile site with clean navigation and a 5-clicks-or-less check out procedure.  The site was designed and built by Napa’s 750 Group to be lightweight and compatible to any smart phone that has web browsing capability.  Other wineries with well designed mobile sites include Jordan Winery and Duckhorn.  If you’re reading this on your smart phone you can click the link for any of these wineries to see the sites live.  All three wineries have a well thought out interface to their web pages which is a better idea than creating an app.  Apps are limited to the device whereas a mobile optimized site can work on just about any smart phone with a web browser.

The biggest and best example of mobile site vs. app in the wine industry is wine.com who just released their mobile site today after realizing the wine.com iphone app couldn’t handle in-app purchases:

The real win on the Portalupi site is the ‘last mile’.  By adding the PressPay mobile payment option, visitors to the mobile site can purchase a bottle of wine in 5 clicks or less.  This is why we partnered with PressPay in 2011, because we believe having a solid mobile purchase option on all mobile sites is critical to just about everything we do going forward.  For us, it’s the biggest tool in our tool box.

Here’s how the PressPay 5-click check out looks on the Portalupi site:

click #1 Add to Cart

 

Click #2 Select Shipping State

 

Click #3 Confirm Information**

 

Click #4 Enter Security PIN then your purchase is completed

 

** According to Forrester Research, the #1 concern consumers have about mobile commerce is keeping their information secure.  In the past we’ve seen major brands like PayPal and SONY getting hacked and millions of users private info has been compromised. What PressPay did is take a different approach to security.  Instead of each user uploading their banking and shipping information to a server, the information is kept only on the phone.  That’s a subtle yet powerful difference in keeping consumer data safe.  We think it’s a game changer.

 

The Future Is Here

The most ideal scenario for the wine industry is one where a wine lover makes a purchase as they’re enjoying the wine. Wine is so tactile and unique in its experience that it’s valuable to tap into the real time experience as it’s happening.  Imagine a world where 4 people are enjoying a bottle of wine and conversation together.  Two out of those four people really like the taste of the wine and would like to buy a bottle.  If they could take their phone out, scan a QR code (or photograph the bottle) and buy the wine right there on the spot in five clicks or less that is POWERFUL.  Each bottle of wine could create exponential secondary purchase opportunities.

And that my friends, is how you scale your mobile commerce strategy.

Mobile Commerce and the Partnership with Presspay

A few weeks ago I shared news that I’ll be joining PressPay as the VP of Marketing. The most popular response has been the question, “What does that mean for Bakas Media?” Good question, and the answer is nothing. Bakas Media and all the projects remain unchanged. I was looking for a tool to add to the toolbox and this one is a a big one. Social Media strategy will continue to become focused on mobile, and this was the one remaining tool that I was looking for to convert attention into action (purchases).

Mobile Commerce (m-commerce) will find its way into our daily lives as mobile devices get better and consumers understand how it works, however, we have a long way to go in improving mobile transactions. Currently, the abandonment rate for mobile transactions is almost 100% which means virtually every mobile purchase does not get completed. People give up and don’t finish the transaction. PressPay was designed to reduce the abandonment rate and make it easier for consumers to get through their purchase easily and make sure their info stays secure.

How it works

The thing that really got me excited about working with PressPay is the technology that keeps user data secure. Keeping private data safe is one of the primary barriers standing in the way of mass user adoption. Some well known finical sites have been hacked this year and private information has been compromised, which makes the average consumer question how their data will stay secure during a mobile transaction.

PressPay has a different approach. Consumers don’t upload their credit card number or personal info to a server—it stays on their phone. During the setup process the user will enter in all their info, but it doesn’t go anywhere. That information will remain on the phone, and is only accessed during a transaction.