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!

9. Facebook Insights

10. 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

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

14. 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!

15. QR Codes (KAYWA.COM)
QR Codes

16. Farm Market Social Networks
RealTimeFarms.org
Marylandsbest.net

17. Rules of Thumb BE DYNAMIC BE AUTHENTIC BE AN EXPERT DON’T BE BORING
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
And THEN sell your product

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

19. 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”

20. 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

21. 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

22. 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).

23. Contact Info
Regina Mc Carthy
@Mdwine