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Seminar 2b yarrow (vinitaly)
Seminar 2b yarrow (vinitaly)
Seminar 2b yarrow (vinitaly)
Seminar 2b yarrow (vinitaly)
Seminar 2b yarrow (vinitaly)
Seminar 2b yarrow (vinitaly)
Seminar 2b yarrow (vinitaly)
Seminar 2b yarrow (vinitaly)
Seminar 2b yarrow (vinitaly)
Seminar 2b yarrow (vinitaly)
Seminar 2b yarrow (vinitaly)
Seminar 2b yarrow (vinitaly)
Seminar 2b yarrow (vinitaly)
Seminar 2b yarrow (vinitaly)
Seminar 2b yarrow (vinitaly)
Seminar 2b yarrow (vinitaly)
Seminar 2b yarrow (vinitaly)
Seminar 2b yarrow (vinitaly)
Seminar 2b yarrow (vinitaly)
Seminar 2b yarrow (vinitaly)
Seminar 2b yarrow (vinitaly)
Seminar 2b yarrow (vinitaly)
Seminar 2b yarrow (vinitaly)
Seminar 2b yarrow (vinitaly)
Seminar 2b yarrow (vinitaly)
Seminar 2b yarrow (vinitaly)
Seminar 2b yarrow (vinitaly)
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Seminar 2b yarrow (vinitaly)

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  • 1. DIGITAL MEDIA TECHNOLOGY & WINE SERIES SOCIAL MEDIA MARKETING & WINE (Yarrow)
  • 2. #vinitaly2013 @vinitalytour@steviekim222
  • 3. •  Alfonso Cevola, Corporate Director Fine Wine at Glazer’s & 2012 Wine Blog Awards Winner•  Alder Yarrow, Founder of Vinography•  Leos Tian, Director of New Food Magazine•  Gong Dan, Senior Editor of Sh.QQ.com•  Marcello Albergoni, Sales Director Talent Solutions, LinkedIn Italy
  • 4. WHY SOCIAL MEDIA MATTERS VinItaly 2013
  • 5. Social media membership by generation (%)SOURCE: WINE MARKET COUNCIL (US)
  • 6. Social media membership changes 2010 to 2012 (%)SOURCE: WINE MARKET COUNCIL (US)
  • 7. Website visitation among core wine drinkersPERCENTAGE OF FREQUENT OR OCCASIONAL VISITS Winery sites 74 Wine.com 68 Other wine magazine/ 56 information sites Wine Spectator Online 50 Other wine retail sites 46 Wine Enthusiast Online 45 Blogs/Discussion sites 44 eRobertParker 25 SOURCE: WINE MARKET COUNCIL (US)
  • 8. 2012 imported wine purchases by country and generationPERCENTAGE HAVE PURCHASED IN LAST THREE MONTHS SOURCE: WINE MARKET COUNCIL (US)
  • 9. Imported wine quality ratings PERCENTAGE OF EXCELLENT OR VERY GOOD RATINGS France 53 37 90 Italy 51 36 Excellent Australia 33 47 Very GoodNew Zealand 31 47 Chile 34 46 Argentina 33 47 Spain 39 41 Germany 39 44South Africa 24 47 Portugal 32 47 SOURCE: WINE MARKET COUNCIL (US)
  • 10. Imported wine value ratingsPERCENTAGE OF EXCELLENT OR VERY GOOD VALUE Argentina 32 41 73 Chile 31 42 Excellent Portugal 31 40 Very Good Australia 30 41 Italy 31 39 South Africa 26 43 France 31 37New Zealand 30 38 Germany 27 41 Spain 25 43 SOURCE: WINE MARKET COUNCIL (US)
  • 11. #1 MOST IMPORTANT THING
  • 12. Click through rate on 1st page of Google resultsSOURCE: STUDY CONDUCTED BY SEOMOZ.COM
  • 13. VS.NO CONTEST
  • 14. Social media rank for grape varieties (past 12 months)Name Rank Total MentionsChardonnay 1 696,514Pinot Noir 2 667,352Merlot 3 605,743Syrah 4 488,893Cabernet Sauvignon 5 449,122Moscato 6 338,022Riesling 7 284,279Malbec 8 282,287Zinfandel 9 219,379Sauvignon Blanc 10 218,242Grenache 11 88,568Tempranillo 12 78,010SOURCE: VINTANK
  • 15. Social media rank for grape varieties (past 12 months)Name Rank Total MentionsSangiovese 20 74751Brunello 29 39159Prosecco 30 34195Barbera 35 26592Nebbiolo 42 19994Valpolicella 48 16497Lambrusco 49 15911Montepulciano 51 14956Vermentino 60 10499Dolcetto 71 7702Nero dAvola 80 5775Delaware 81 5485Aglianico 85 4810Sagrantino 96 3384Falanghina 119 2033Grillo 126 1858Vernaccia 136 1618Teroldego 150 1296Sangiovese Grosso 158 1041 SOURCE: VINTANKTocai Friulano 161 974
  • 16. Social media rank for regions (past 12 months)Name Rank Total MentionsItaly 6 173636Chianti 15 108829Barolo 27 60500Tuscany 32 51625Prosecco 47 33905Chianti Classico 62 25443Brunello di Montalcino 68 23804Asti 88 17869Valpolicella 96 16462Piedmont 105 15616Marche 108 14990Sicily 128 11999Barbaresco 131 11578Veneto 137 10234Piemonte 152 9215Sicilia 154 9185Puglia 165 7884Umbria 172 7497Moscato dAsti 177 7364 SOURCE: VINTANKLanghe 180 7249Alto Adige 197 6197
  • 17. Social media rank for wineries (past 12 months) Highest Italian Winery? #117 - CavitSOURCE: VINTANK
  • 18. THINGS TO REMEMBER

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