The business case for the Napa Valley Tweetup

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Are you planning an event or tweetup? Do you know how to plan and promote virally, leveraging word of mouth? Do you know ho the influencers in your field are? Do you know how to appeal to them? Can …

Are you planning an event or tweetup? Do you know how to plan and promote virally, leveraging word of mouth? Do you know ho the influencers in your field are? Do you know how to appeal to them? Can you quantify the impact of a successful event on your brand's awareness? Can you measure it against other events? Do you know what it takes to keep the buzz going long after the event is over? Read on to find out...

This report was co-authored by Maria Ogneva from Attensity360 and Gabriel Carrejo from Bonfire Interactive / Silicon Valley Tweetup, and focused on Napa Valley Tweetup as a case study of a successful event.

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  • 1. Thank you! A very special Thank You to Maria Ogneva at Attensity360 for her support and insight. If you want this kind of insight for your brand or event I highly suggest you take a look at the platform and team at Attensity360. This was a great experience and I look forward to working with them on Bonfire Interactive Media projects going forward. Sincerely, Gabriel Carrejo
  • 2. Napa Valley Tweetup? What’s That? • The Napa Valley Tweetup hosts premier social media, networking, and wine tasting events and raises money for charity • March 12 – 13, 2010 in Napa, CA • Social media seminar on Friday, March 12 • The Napa Valley Tweetup presented by Robert Mondavi Winery networking event in the To Kalon Cellar • Private wine tour at Hall, Chappellet, and Krupp Brothers • This report studies buzz created by the event and its effect on the Robert Mondavi Winery brand. We also studied the Napa Valley Tweetup in comparison to other events • The data set is from 2/23/10 – 3/24/10 5/7/2010 3
  • 3. Methodology • We considered data across Twitter, blogs, online news, online forums , and discussion boards (“All SM”) via the Attensity360 Community platform • We considered Robert Mondavi Winery, other brands and competitors, the Napa Valley Tweetup event, and other competitive events
  • 4. The Event Improved Robert Mondavi Winery Share of Voice (All SM) Share Of Coverage (Before) Share Of Coverage (During) Robert Mondavi Robert Mondavi (38%) (42.4%) St. Supery St. Supery (28.5%) (30.6%) Gallo (33.1%) Gallo (26.5%) BV (0.4%) BV (0.6%) Share Of Coverage (After) Robert Mondavi (44.1%) St. Supery (31.6%) Gallo (23.8%) BV (0.5%)
  • 5. Share of Voice (All SM) Over time… Compared to the others that experienced large peaks and valleys over short- time periods, Napa Valley Tweetup’s Share Of Voice stayed largely consistent, as we “kept the fire burning”
  • 6. Awareness Napa Valley Valley Tweetup was able to raise awareness, because prior to the event (3.1-3.11) its SOV was 38%, during the event (3.12-3.13) it was 42.1% and after the event, it stayed at 44.1%.
  • 7. Share of Voice (All SM) How did the Napa Valley Tweetup presented by Robert Mondavi Winery compare to what they are saying about other events?
  • 8. Share of Voice (All SM) Napa Valley Tweetup Compared To Other Napa Valley Events Share Of Coverage Napa Valley Tweetup (48.1%) Mustard Festival (30.9%) Taste Of Yountville (18.1%) Taste Of Napa (0.5%)
  • 9. Share of Voice (All SM) Over time… Napa Valley Tweetup Compared To Other Napa Valley Events
  • 10. Share of Voice (All SM) Napa Valley Tweetup Compared To Other Napa Valley Events
  • 11. Which Brand Has More Strength In All Associated Social Media Channels? Robert Mondavi Winery is strongest overall Share Of Coverage Robert Mondavi (41.8%) Gallo (29.1%) St. Supery (28.7%) BV (0.4%)
  • 12. Robert Mondavi Winery is Strongest in Blogs and Online Forums Share Of Coverage (Blogs) Robert Mondavi (50.2%) Share Of Coverage (Forums) St. Supery (7.0%) Robert Mondavi (51.3%) Gallo (41.9%) St. Supery (3.0%) BV (0.9%) Gallo (45.5%) Robert Mondavi Winery is mostly discussed on blogs, microblogs, and BV (0.3%) forums
  • 13. Where Brand Conversations Happen Robert Mondavi Winery Share Of Coverage (Content Type) Micro-Blogs (34.1%) While a brand like St. Supery is overwhelmingly on Twitter Blogs (33.2%) St. Supery Share Of Coverage (Content Type) Discussion Forum (30.7%) Micro-Blogs (90.7%) Online News (2.0%) Blogs (6.7%) Discussion Forum Robert Mondavi Winery has great (2.6%) distribution across blogs, microblogs, and forums Online News (0.0%)
  • 14. Where Napa Valley Tweetup Conversations Happened: Most discussions about the Napa Valley Tweetup presented by Robert Mondavi Winery happened in Twitter. Napa Valley Tweetup generated consistent buzz throughout the month, culminating in the days prior to the event. Share Of Coverage (Content Type) Micro-Blogs (94.2%) Blogs (5.8%) • Napa Valley Tweetup SOV was driven by Twitter. • By engaging and creating true dialog, we were able to “keep the fire burning” and maintain consistent Share Of Voice over time. • Robert Mondavi Winery as a brand has great distribution on blogs, forums, and Twitter.
  • 15. What Did People Think Of The Tweetup? "So savvy for a big player like Mondavi to take a lead role in creating events that explore the confluence of traditional and new media and its impact on the wine industry. Good info, great wines, fun event--with people from both Valleys. Thanks.“ - Dyann Espinosa on Facebook “@sunshinemug: Latest post: Taste and Tweet -- all about the amazing #napavalleytweetup” "You have proven that Robert Mondavi Winery continues to be one of the leaders not just of wine in California, but of wine all across the world. Your breakout party, so to speak, into the social media realm was a true success." - Ward Kadel, @drXeno “…people are still talking about the wonderful experience they had...” – Sarita Moreno @thewinegal_net “I was shown the light, both in the warm welcome by the Mondavi staff, and in their willingness to embrace social media and us” – Thea Dwelle, www.lusciouslushes.com "Congrats and thanks to Robert Mondavi Winery for their leadership & raising the bar in support of the social media community. Their event was truly top shelf" - Jason Mancebo @20dollarwine on Facebook “Don’t underestimate the power of inclusive events such as the tweetup.” – Thea Dwelle @winebratSF
  • 16. Conclusions • The Inaugural Napa Valley Tweetup played an important role in lifting awareness and Share of Voice for Robert Mondavi Winery • With less than two months to organize and market the event, the heretofore unknown Napa Valley Tweetup presented by Robert Mondavi Winery dominated Share of Voice when compared to other, well-known events • By creating more “fuel for the fire” via the content distribution network, the Napa Valley Tweetup retains Share of Voice post- event and therefore enhances awareness for the Robert Mondavi Winery Brand
  • 17. Tweetups are good for your business If you would like more information on hosting the Napa Valley Tweetup at your venue please contact Gabriel@BonfireInteractive.net Gabriel Carrejo also hosts the Silicon Valley Tweetup with the founder, Michael Brito. For more information on how to organize an event, or to host one of Gabriel’s events, send an email to Gabriel@BonfireInteractive.net 18
  • 18. Did you “Like” this? •Facebook.com/BonfireInteractiveMedia •Twitter.com/gabrielcarrejo •Facebook.com/Attensity360 •Twitter.com/Attensity360 •Facebook.com/RobertMondavi •Twitter.com/rmondavi_winery www.BonfireInteractive.net www.Attensity360.com www.RobertMondavi.com