Be Your Own Influencer

In this session we’re bringing together leaders in the wine industry who have found success on social media by sharing their values, prioritizing education and utilizing their teams to connect with people.

GWI (formerly Global Web Index) has found that Instagram and TikTok lead brand discovery – far outstripping TV or search engines. But it can be challenging to build a social media audience. As Harvard Business Review points out, ‘…social media has transformed how culture works, in a way that weakens certain branding techniques. It has united once-isolated communities into influential crowd cultures. Crowd cultures are very prolific cultural innovators. Their members produce their own content—so well that companies simply can’t compete…While they diminish the impact of branded content, crowd cultures grease the wheels for an alternative approach, cultural branding.’

In this session, we will explore:

• Deciding what your brand represents
• Consistently pushing a message that aligns with your values (and avoiding inconsistencies!)
• How to utilize your team
• How to create value and education driven content on the fly

Moderator:
Amanda McCrossin, SOMMVIVANT, California

Speakers
Damain Doffo, Doffo Winery, California
Jason Haas, Tablas Creek Vineyard, California