How Internet is re-shaping wine marketing and PR

ONLINE WINE MARKETING & PR How internet is re-shaping wine marketing and PR Version 1.0 An eBook by VinoPR

SUMMARY (4) A changing world (6) Some data (7) How internet re-shaped wine marketing and PR (8) A brief guide on Social Media (9) Tools (10) Blogs (11) Stormhoek’s blog (12) Microblogs (13) Vinography and Twitter (14) Social networks (15) Sacre Bleu Wine and Facebook (16) Photo and Video sharing (17) Casa Vinicola Zonin and Photo Sharing (18) Wine Library TV and Video Sharing (19) Podcasts Wine Marketing & PR Online. How internet is re- shaping wine marketing and PR | By VinoPR 2

SUMMARY (20) Grape Radio Podcast (21) Social Media Press Release (22) The Social Media press release template (23) A few examples of wineries using Social Media (26) 5 REASONS WHY A WINERY SHOULD USE SOCIAL MEDIA (27) Additional resources on Social Media (31) VinoPR – Who we are (33) The author - Fabio Ingrosso (34) The translator – Alessandro Soldi (35) Creative Commons Copyright Wine Marketing & PR Online. How internet is re-shaping wine marketing and PR | By VinoPR 3

A CHANGING WORLD • The economy is global • New communication spaces have appeared: SOCIAL MEDIA (blogs, microblogs, social networks, wikis, podcasts, …) • A new type of consumer has appeared: the user/consumer (prosumer) • Social media are empowering the consumer, giving him the opportunity to create information and contents, and to spread opinions on products and brands • Consumers have become extremely critical and active. Therefore they cannot be addressed anymore with the traditional tools of communication (advertising, ...) • Consumers look for information themselves, according to their interests. Consumers connect, share and converse Wine Marketing & PR Online. How internet is re-shaping wine marketing and PR | By VinoPR 4

Imagine a group of people on the street, talking about your product. What would you do? On the internet millions of people connect. And they also talk about your product. Are you there? Wine Marketing & PR Online. How internet is re-shaping wine marketing and PR | By VinoPR 5

SOME DATA The numbers of the internet: . more than 133 MILLION BLOGS are indexed on Technorati, the most famous blogs search engine (1) . in 2008 about 560 MILLION PEOPLE worldwide watched online videos, mainly on YouTube (2) . more than 200 MILLION USERS use Facebook (3) (1) http://technorati.com/blogging/state-of-the-blogosphere (2) http://www.emarketer.com/Article.aspx?id=1006805 (3) http://www.facebook.com/press/info.php?statistics Wine Marketing & PR Online. How internet is re-shaping wine marketing and PR | By VinoPR 6

How the internet changed marketing and PR • Millions of consumers use the web to get information before a purchase. • On the internet people participate, collaborate, share pictures and videos, create contents. People are active. • In this new context old marketing and PR rules (print, radio and TV advertising; telemarketing; direct mailing; press releases, ...) don’t suffice. • Within an extremely interconnected world new rules and tools are being developed: blogs, wikis, podcasts, RSS, SEO, SEM, online viral videos, pictures sharing, … • If you want to purchase something, the first thing you do is google the product you’re after. Then you browse through websites, forums and blogs to get a better idea of the offer. How do companies meet the new needs of their customers? SOLUTION: SOCIAL MEDIA Wine Marketing & PR Online. How internet is re-shaping wine marketing and PR | By VinoPR 7

A BRIEF GUIDE TO SOCIAL MEDIA Applications, platforms and media that facilitate interaction, collaboration and sharing of contents. Main features: • PARTICIPATION Social media encourage contribution and feedbacks • OVERTURE Social media encourage comments and information sharing • CONVERSATION The old communication model is mono-directional (contents are pushed to a passive audience). Social media represent a multi-directional universe • COMMUNITY Social media facilitate the creation of communities of people who share an interest (wine lovers, …) • RELATIONS Social media link to other websites, resources and people Wine Marketing & PR Online. How internet is re- shaping wine marketing and PR | By VinoPR 8

TOOLS social media video press release sharing social microblogging photo networks sharing podcasting blogs Wine Marketing & PR Online. How internet is re- shaping wine marketing and PR | By VinoPR 9

A BLOG is an online journal, containing posts that are ordered chronologically. Readers can interact: commenting and giving a feedback. Wine Marketing & PR Online. How internet is re- shaping wine marketing and PR | By VinoPR 10

STORMHOEK Stormhoek is a South African winery. In 2005 it started a blog marketing campaign addressed to British bloggers, sending them bottles of their best production of wine to taste and evaluate. In about a year Stormhoek doubled its sales in Britain and its brand was strategically spread in blogs, image sharing websites and social media. Since 2005 Stormhoek’s value has increased from 1 to 10 million dollars. www.stormhoek.co.za Wine Marketing & PR Online. How internet is re- shaping wine marketing and PR | By VinoPR 11

A MICROBLOG is a type of blog that allows users to publish short messages. It is very useful to start and maintain peer to peer communication. The most widely spread microblogging service is Twitter. Wine Marketing & PR Online. How internet is re- shaping wine marketing and PR | By VinoPR 12

VINOGRAPHY Vinography is one of the most followed wine blogs in the world. It has recently opened a Twitter account, entering the world of microblogging. Vinography communicates with short messages to the contacts created: reviewing, tasting and writing about wine. Twitter is an appendix to the blog. The number of wineries using this tool is currently in the hundreds and they converse with the other users of social media exchanging links, suggestions, opinions, signaling events, ... Microblogging is already widely used for commercial reasons in many sectors and is a useful platform to launch and promote new products and offers. http://twitter.com/vinography Wine Marketing & PR Online. How internet is re-shaping wine marketing and PR | By VinoPR 13

A SOCIAL NETWORK is a platform that allows its users to build and publish personal web pages, connecting with friends and sharing contents. The largest social networks are Facebook and MySpace. Wine Marketing & PR Online. How internet is re-shaping wine marketing and PR | By VinoPR 14

SACRE BLEU WINE Sacre Bleu published a page on Facebook that is contributing to the creation of a network of hundreds of people. In the page the winery publishes pictures and videos promoting its brand and its products, posts links, and invites its contacts to exclusive events. Sacre Bleu’s communication activity is mostly aimed at the millenial generation (people born between 1980 and 1990). It is very present and active on Facebook, and it has a blog and accounts with MySpace, Twitter and Youtube. http://it-it.facebook.com/pages/Sacre-Bleu- Wine/28719111490 Wine Marketing & PR Online. How internet is re- shaping wine marketing and PR | By VinoPR 15

PHOTO & VIDEO SHARING are services that allow users to organize galleries of pictures and videos, making them available to friends and other internet users. The most used services are Flickr for photos and Youtube for videos. Wine Marketing & PR Online. How internet is re-shaping wine marketing and PR | By VinoPR 16

CASA VINICOLA ZONIN Casa Vinicola Zonin opened a Flickr account and uploaded hundreds of pictures of its wineries in Italy and in the rest of the world. The pictures are categorized by location in several galleries. Each picture is connected to one or more tags (key words), and to a map showing its geographical location. Casa Vinicola Zonin used Flickr to enter the world of photosharing and to start conversations and relations with thousands of passionate photographers. During harvest season in 2008 Casa Vinicola Zonin conducted some free showings of its wineries to whoever wanted to take pictures of them. http://www.flickr.com/ photos/zonin Wine Marketing & PR Online. How internet is re- shaping wine marketing and PR | By VinoPR 17

WINE LIBRARY TV “The ways a person can communicate have exploded [...] Now you've got tens of thousands following on Twitter, blogs read by hundreds of thousands of people, texting, StumbledUpon, Pownce, Jaiku, video blog sites [...] If a million friends like what you do, they're going to absolutely build your brand or your business to a totally different degree than what has ever been done before” - Gary Vaynerchuk. http://www.fastcompany.com/articles/2008/09/i nterview-gary-vaynerchuk.html Wine Library TV is on of the best examples of how to use online videos in the wine industry, with videos published and shared on Viddler counting thousands of daily visitors. At the moment there are about 600 videos, receiving 80 thousand visits a day. Wine Library TV’s wine selling business has increased from 4 to 50 million dollars. http://tv.winelibrary.com Wine Marketing & PR Online. How internet is re-shaping wine marketing and PR | By VinoPR 18

A PODCAST is an audio or video file available by subscription through services like Apple iTunes. Wine Marketing & PR Online. How internet is re-shaping wine marketing and PR | By VinoPR 19

GRAPE RADIO GrapeRadio is a website offering wine related podcasts. Every episode contains: news, events, and interviews with the main actors of the wine sector. It was voted “Top Podcast of 2006” at the 2006 Portable Media Expo. In 2008 it won the American Wine Blog Award as best wine online video resource and the James Beard Foundation Award for its best practice in journalism. Its podcasts are available on the website or through iTunes. http://www.graperadio.com Wine Marketing & PR Online. How internet is re-shaping wine marketing and PR | By VinoPR 20

The SOCIAL MEDIA PRESS RELEASE is the new media evolution of the traditional press release. The SMPR adopts all the communications tools of the web 2.0 (1). (1) http://it.wikipedia.org/wiki/Web_2.0 Wine Marketing & PR Online. How internet is re-shaping wine marketing and PR | By VinoPR 21

The Social Media Press Release Template The Social Media Press Release is an evolved approach to preparing press releases characterized by a multimedia and facts-oriented approach. The typical social media press release integrates video clips, bookmarks, citations, blog posts, multiple links and resources allowing the news editor to pick and select individual info items that may best serve his interest, editorial style and audience. “The SMPR is simply a way to both Web-ify the content that you put in a news release, and also, ideally to socialize it. So it’s about adding multimedia, making sure these things are more findable than they’ve ever been before in the age of Google, but also giving some community and context aspects to it as well. Letting people potentially comment on the news, or take and remix aspects of the news and put it on their own blog…and discuss it and find it among their own http://www.masternewmedia.org/news/2008/05/31/the_soc friends.” ial_media_press_release.htm The above image is the template for the Social Media Press Release by Todd Defren (Shift Communications) To download a pdf version click: http://www.shiftcomm.com/downloads/smr_v1.5.pdf Wine Marketing & PR Online. How internet is re-shaping wine marketing and PR | By VinoPR 22

A FEW EXAMPLES OF WINERIES USING SOCIAL MEDIA • Cantina di Castelnuovo del Garda - Blog: http://www.cantinacastelnuovo.com • Casa Vinicola Zonin - Blog: http://www.wineislove.it - Twitter: http://twitter.com/francescozonin - Flickr: http://www.flickr.com/photos/zonin - Facebook: http://www.facebook.com/pages/Casa-Vinicola-Zonin/26336907198 • Poggioargentiera - Blog: http://poggioargentiera.com - Twitter: http://twitter.com/pagliag - Flickr: http://www.flickr.com/photos/poggioargentiera - Youtube: http://www.youtube.com/user/gianpaolopaglia • Tenuta di San Leonardo - Blog: http://blog.sanleonardo.it Wine Marketing & PR Online. How internet is re-shaping wine marketing and PR | By VinoPR 23

A FEW EXAMPLES OF WINERIES USING SOCIAL MEDIA • Villa Petriolo - Blog: http://www.divinando.blogspot.com - Youtube: http://it.youtube.com/user/Villapetriolo08 • Casavides - Blog: http://casavides.com - Twitter: http://twitter.com/casavides - Flickr: http://www.flickr.com/photos/casavides - Youtube: http://www.youtube.com/user/casavides • Crushpad - Blog: http://www.crushpadwine.com/blog - Twitter: https://twitter.com/crushpad - Flickr: http://www.flickr.com/photos/63801170@N00 - Youtube: http://www.youtube.com/user/crushpadvideo - iTunes: http://phobos.apple.com/WebObjects/MZStore.woa/wa/viewPodcast?id=260134729 Wine Marketing & PR Online. How internet is re-shaping wine marketing and PR | By VinoPR 24

A FEW EXAMPLES OF WINERIES USING SOCIAL MEDIA • Stormhoek - Blog: http://www.stormhoek.co.za - Twitter: http://twitter.com/Stormhoek - Facebook: http://en-gb.facebook.com/group.php?gid=2388408693 • Tablas Creek - Blog: http://tablascreek.typepad.com • Twisted Oak Winery - Blog: http://www.elbloggotorcido.com - Twitter: http://twitter.com/eljefetwisted • Vinexpo - Blog: http://blog.vinexpo.com/en (it isnt’t properly a blog, but it shows a commitment to a future use of social media) Wine Marketing & PR Online. How internet is re-shaping wine marketing and PR | By VinoPR 25

5 REASONS WHY A WINERY SHOULD USE SOCIAL MEDIA 1. Listen: obtain key information on the market and on consumers 2. Stimulate: start a dialogue about your brand (viral, word of mouth, …) 3. Support: allow your customers to access all the relevant information about your brand and your products 4. Identity: build your presence on the web (In Italy 10.2 million people use the internet, 8 million read blogs and 5.6 post comments. Moreover, there are 3.4 million bloggers and 1.2 million of them post their opinions on brands and products(1)). 5. Bypass traditional media: build messages that reach the consumer without filters. (1) Data from the Universal MaCann – Wave 3 research dated March 2008 care of AdMaiora S.p.A. Wine Marketing & PR Online. How internet is re- shaping wine marketing and PR | By VinoPR 26

ADDITIONAL RESOURCES ON SOCIAL MEDIA • Blogging Platforms - Blogger: https://www.blogger.com/start - Typepad: http://www.typepad.com - Wordpress: http://wordpress.org • Microblogging Services - Jaiku: http://www.jaiku.com - Twitter: http://twitter.com • Social Networks - Facebook: http://it-it.facebook.com - MySpace: http://www.myspace.com - Linkedin: http://www.linkedin.com Wine Marketing & PR Online. How internet is re-shaping wine marketing and PR | By VinoPR 27

ADDITIONAL RESOURCES ON SOCIAL MEDIA • Wine related Social Networks - Adegga: http://www.adegga.com - AmericanWinery: http://www.americanwinery.com - Bottlenotes: http://www.bottlenotes.com - Bottletalk: http://www.bottletalk.com - Calwineries: http://www.calwineries.com - CellarTracker: http://www.cellartracker.com/intro.asp - Cork’d: http://corkd.com - Guru Del Vino: http://www.gurudelvino.com - Must Love Wine: http://www.mustlovewine.com/home.php - OpenBottles: http://www.openbottles.com - Open Wine Consortium: http://www.openwineconsortium.org - Snooth: http://www.snooth.com - Vinorati: http://www.vinorati.com - WineLog: http://www.winelog.net - Vinivino: http://www.vinivino.com - Vinix: http://www.vinix.it Wine Marketing & PR Online. How internet is re-shaping wine marketing and PR | By VinoPR 28

ADDITIONAL RESOURCES ON SOCIAL MEDIA • Photo sharing Services - Flickr: http://www.flickr.com - Fotki: http://www.fotki.com - PBase: http://www.pbase.com - Picasa: http://picasa.google.com - Photobucket: http://photobucket.com • Video sharing Services - Youtube: http://photobucket.com - Blip.tv: http://blip.tv - DailyMotion: http://www.dailymotion.com - Google Video: http://video.google.com - Jump Cut: http://jumpcut.com - Revver: http://revver.com - Vimeo: http://www.vimeo.com - Viddler: http://www.viddler.com Wine Marketing & PR Online. How internet is re-shaping wine marketing and PR | By VinoPR 29

Do you want to get 35 suggestions to start your experience with social media? And do you want to have access to the 10 secrets of the web 2.0 gurus? Wine Marketing & PR Online. How internet is re- shaping wine marketing and PR | By VinoPR 30

VinoPR – Who we are We put wineries in touch with consumers. Through the internet. We are an online communications and marketing agency specializing in wine. We use all the social media tools to initiate contacts and relations between wineries and consumers: blogs, microblogs, social networks, photo sharing, video sharing, podcasts, social media press release, … In our website, www.vinopr.it, you will be able to follow our updates and read our posts on wine communications and marketing, available in english. Follow us also via Twitter @Vino_PR Wine Marketing & PR Online. How internet is re- shaping wine marketing and PR | By VinoPR 31

Did you know that there are 10 ways to monitor your competitors online? And that you can increase the readers of your news feed following... Wine Marketing & PR Online. How internet is re-shaping wine marketing and PR | By VinoPR 32

The Author – FABIO INGROSSO Hi, my name is Fabio Ingrosso, I am responsible for the first wine blog networks in Italy: Vino24 (http://vino24.tv) e VinoGlocal (http://www.vinoglocal.it). As a blogger and content manager I wrote on Donna Moderna, one of the most important italian women magazine, and on Blogo, the first italian nanopublishing network of information. In June 2008 I created VinoPR with a partner. We use new marketing and communications internet tools to establish and maintain conversations around wine brands, managing online content, building communities, monitoring the competitors and starting online marketing operations. Feel free to contact me at info@vinopr.it or drop me a line on the following number: +39 349.148.7212. You can also follow my Twitter updates here http://twitter.com/fabioingrosso or my Friendfeed account here http://friendfeed.com/fabioingrosso. Be my friend also on Linkedin http://www.linkedin.com/in/fabioingrosso for professional relations. Wine Marketing & PR Online. How internet is re-shaping wine marketing and PR | By VinoPR 33

The Translator – ALESSANDRO SOLDI Hi, my name is Alessandro Soldi, I am a junior consultant at an international PR firm. My web expertise covers online PR, community building and web ecology. I launched my blog about Corporate Social Responsibility (http://fairadvantage.blogspot.com) in February 2009 and I am part of the United Nations online volunteer program. I firmly believe social media offer incredible opportunities to establish and conduct a profitable dialogue between companies and their stakeholders. Feel free to contact me at @alessandrosoldi on Twitter or connect with me on Linkedin http://www.linkedin.com/in/asoldi Wine Marketing & PR Online. How internet is re-shaping wine marketing and PR | By VinoPR 34

Creative commons copyright The ebook Wine Marketing & PR Online, How internet is re- shaping wine marketing and PR, is licensed under a Creative Commons Attribution 3.0 Unported License. For more information click here: http://creativecommons.org/licenses/by/3.0/ Wine Marketing & PR Online. How internet is re- shaping wine marketing and PR | By VinoPR 35

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How Internet is re-shaping wine marketing and PR

by Fabio Ingrosso on Apr 28, 2009

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