Don’t Judge a Wine by its Cover Using New Media In Traditional Market Michal Geva [email_address] +972.523.530.507

Traditional Power Groups Strong Distributors (19 th century) Ranking Systems - vineyards/chateaux (19 th – 20 th century) Opinion Leaders -Robert parker, Wine spectator (late 20 th )

Strong Distributors (19 th century)

Ranking Systems - vineyards/chateaux (19 th – 20 th century)

Opinion Leaders -Robert parker,

Wine spectator (late 20 th )

Robert Parker - Wine Critic

Wine Spectator – Magazine

Anyone can be an opinion leader

Wine Social Network

Stormhoek Winery South Africa

“ Wine is a social lubricant” gapingvoid : Hugh MacLeod

Broad Customer Connection

Social Network Marketing A new and different story that the supermarket buyers and the importers wanted to hear. Telling the story made the sales process easier. With easier sales, the curve was raised .

A new and different story that the supermarket

buyers and the importers wanted to hear.

Telling the story made the sales process easier.

With easier sales, the curve was raised .

Using

Bonny Doon Vineyard Randall Graham

Wacky Labels The Flying Saucer

Screwcaps vs Cork http://www.youtube.com/watch?v=RSlmjxQkJRE Randall Graham

http://www.youtube.com/watch?v=RSlmjxQkJRE

Château Smith Haut Lafitte Bordeaux wine, Pessac-Léognan appellation

Traditional marketing beats Tradition Vinexpo

Bottom-up buzz Power Groups influencers Web 2.0 influencers Social marketing for social lubricant Hilarious humor creates buzz Traditional marketing beats Tradition www.gapingvoid.com - Hugh MacLeod

Power Groups influencers

Web 2.0 influencers

Social marketing for social lubricant

Hilarious humor creates buzz

Traditional marketing beats Tradition

Hugh MacLeod Thank You Michal Geva [email_address] Does social media fits every winery? Will Robet Parker be out of business? Will distributors take advantage of social media? How successful can wine social network be?