XChateau is a podcast about all things wine, from vine to your glass. We tackle the business of wine and keep you up to date with new and exciting developments in the wine industry.In this episode, Robert Vernick and Peter Yeung interview Juliana Colangelo, Vice President of Colangelo & Partners’ San Francisco Office.  Colangelo & Partners is an integrated communications agency for food, wine, and spirits brands.  Robert and Peter discuss how wine brands should plan, execute, and measure the results of social media influencer campaigns, covering details like budget, how to find the right influencers, and what to expect from the campaign.  Other topics covered in this episode include:Why use influencers? 74% of people use social networks for purchasing decisionsReach younger audience - 44% of Gen Z drinking more during COVIDBuild brand awarenessInfluencer marketing a convergence of earned (journalist driven) and paid media advertisingInfluencer platformsMostly Instagram - IG reels (new) are like TikTokTikTok and YouTube a littleWeb blogsContent - what are you trying to say about your brand? Get real-life situations with brandOwn the content and can incorporate into brand social and web strategiesOutcomes - brand awareness, build a social following, email signups, salesBased on the brand business model - availability of DTC, etcTracking - UTM codes in links with story swipes, follower counts around a campaignBudget - based on the size of influencers and campaignBy influencer followingNano - 1.5-2.5k followersMicro - 2.5-15k followers; ~$250/postMid-tier - 20-100k followers; ~$750-1,000/postMacro - 200k+ Celebrities - start at $250kSome influencers post organically (just for the product)Some influencers have media kits with pricingOther costsAgency to manage campaign - find target influencers, negotiate influencer contractsProduct and shippingOptional: Advertising behind social media strategyNormally at least 5 influencer partners, around the same time to create buzzGoals - smaller wineries target general brand awareness, larger wineries often want to promote a specific wine or new campaignTypes of influencers - 50/50 on non-beverage vs beverage influencers, depending on the audience the brand is trying to reachTypes of contentPostsStories - usually 3-4 frames, usually cheaper than posts since they are less produced and more casualVideo (YouTube, other) - more expensiveWeb blog - more permanent, hits SEOFinding influencers - Colangelo uses DoveTaleLook at the following and engagement rateContent subject (e.g. - have they posted about wine before?)Tone of contentProduction qualityLonger-term relationships - can be like a brand ambassador, multiple touchpoints for consumersThe brand direction of contentIf only sending product - no controlPaid contract - can have brand guidelines (hashtags, tone of voice, keywords, can ask to see content before posted)Calls to action: follow the brand page, swipe up, promote events/ticket link, donate for fundraising/auctionsBest campaign: Prosecco DOC for Prosecco week - did video content, food pairings, partnered with ~350 retailers and 15-20 influencersIf you loved this episode, we would love for you to subscribe, rate, and review on iTunes or wherever you get your podcasts. Until next time, cheers! Get access to library episodes Hosted on Acast. See acast.com/privacy for more information.