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Paso Roadshow - Paul Mabray - VinTank

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  • 1. The  Digital  Divide  
  • 2. •  Wine  First   •  Tech   •  Social  Media   •  Give  it  a  try  –  a  few  tac;cs  
  • 3. The  Most  Compe,,ve  Wine   Market  in  Human  History    
  • 4. Great  wine  from  EVERYWHERE  
  • 5. Great  wine  from  EVERYWHERE   2002 Chaupi Estancia Palomino Fino Yaruqua, Ecuador
  • 6. Telling  the  same  story  
  • 7. There  are  almost  no  advantages  to  buy  direct   from  a  winery.  
  • 8. Prepare  for  the  toughest  fight  ever.  
  • 9. The  new  giants    
  • 10. The  new  giants    
  • 11. It  wasn’t  that  long  ago  
  • 12. From  science  fic;on  
  • 13. To  science  fact  
  • 14. To  science  fact  
  • 15. Who  would’ve  guessed?   By  2017,  CMO’s  will  spend  more  on  IT  than  CIO’s   -­‐  Gartner  
  • 16. 44%  of  our   customers  media   consump;on  is   digital.     2014  Federal  Trade   Commission  Report   –  7.9%  of  our   marke;ng  dollars  is   spent  on  digital.  
  • 17. Smart  phones  are  geXng  smarter  .  .  .  
  • 18. http://allthingsd.com/20130529/mary-meekers-2013-internet-trends-deck-the- full-video/
  • 19. •  A  typical  user  checks  their  smart  phone  ~150x   per  day   Source  -­‐  h]p://www.slideshare.net/kleinerperkins/kpcb-­‐internet-­‐trends-­‐2013  
  • 20. Social   Media   usage  &   mobile   Source  -­‐  h]p://www.unifiedsocial.com/mobile-­‐social-­‐marke;ng/  
  • 21. This  is  just  the  beginning  .  .  .   Source  -­‐  h]p://www.slideshare.net/kleinerperkins/kpcb-­‐internet-­‐trends-­‐2013  
  • 22. 5  factors  that  will  change  the  world  
  • 23. MOBILE  
  • 24. BIG  DATA  
  • 25. Loca;on  
  • 26. Sensors  
  • 27. Social  Media  
  • 28. The  Internet  of  Things  
  • 29. The  customer  is  the    
  • 30. Search  is  the  fiber  that  connects  the   web  .  .  .  Doug  Cook  –  Ablegrape.com  
  • 31. Service  is  the  new  pillar  of  marke;ng  
  • 32. Cost  of  Caring  
  • 33. Are  we  adjus;ng  the  sails?  
  • 34. Wine  and  Social  Media  
  • 35. There’s  no  holding  it  back  
  • 36. Confused?  
  • 37. Social  media  is  not  the  panacea.  
  • 38. Customer  Rela;onships  (past)  
  • 39. The  new  customer  rela;onship  
  • 40. Social  Media  is  the  thin  connec;on  with   customers  between  the  strong  ones.  
  • 41. Social  is  a  public  1:1  two-­‐way   conversa;on.  
  • 42. ROI  
  • 43. ROI  
  • 44. #proof   “An  extra  half-­‐star  on  Yelp  reduces  reserva;on   availability  by  approximately  19  percentage   points.”  -­‐  The  Economic  Journal,  5  October  2011          
  • 45. An  average  winery  gets  2  –  20   organic  men;ons  per  week   Over  80%  of  those  go  unanswered  
  • 46. ONE  DOES  NOT  SIMPLY   WALK  INTO  MORDOR  
  • 47.     A  wine  meme  is  like  junk  food,  tastes  good  at  the  ;me  but   it’s  full  of  empty  calories.  
  • 48. Some  hard  hiXn’   stats   •  An  average  of  1.5  million  organic  conversa;ons   about  wine  per  day   •  450K  new  people  talking  about  wine  on  social   media  every  month   •  In  the  last  5  years  we  analyzed  1  Billion   conversa;ons  on  social  media  and  retained  60M   “quality”  conversa;ons     •  Over  16  million  people  profiled  that  men;oned   wine  1x  on  SM  
  • 49. The  old  ra;ng  system  
  • 50. The  new  ra;ng  system  
  • 51. The  Old  Cri;c  
  • 52. The  Old  Cri;c  
  • 53. The  New  Cri;c  
  • 54. The  New  Cri;c  
  • 55. The  New  Cri;c  
  • 56. The  New  Cri;c  
  • 57. The  New  Cri;c  
  • 58. “It is a bull market for free content.” Tyler Coleman – Dr.Vino
  • 59. Leaving  Maybe  25  Power  Cri;cs  
  • 60. For  people   under  40,   70%  of  the   content  they   read  online   has  been   wri]en  or   shared  by   somebody   they  know.      
  • 61. YOU  ARE  A  MEDIA  COMPANY  
  • 62. “Content  will  be  the  future  of  adver;sing,  people  distribu;ng  and  crea;ng  content   for  your  brand  will  be  the  barometer  of  your  adver;sing  success.”     Barry  Schuler  –     former  CEO  AOL/Time  Warner/CEO  Meteor  Vineyards  
  • 63. =  
  • 64. Many  Hands  Make  Light  Work  
  • 65. Wine consumers now self identify  
  • 66. Our  customer  interac;ons  are  myopic  
  • 67. I  am  the  sum  of  my  parts   Foodspotting Pmabray Instagram pmabray Foursquare Paul M. Paul Mabray Twitter @pmabray Facebook Paul Mabray Google + pemabray
  • 68. Texture  aka  Context  is  Everywhere  
  • 69. If you make customers unhappy in the physical world, they might each tell 6 friends. If you make customers unhappy on the Internet, they can each tell 6,000 friends. -Jeff Bezos
  • 70. Social  Media  &  PR  
  • 71. Gasoline  or  a  Fire  Ex;nguisher  
  • 72. Listen and respond to YOUR customers  
  • 73. Listen and respond to competitors customers  
  • 74. Listen and respond to nearby locations  
  • 75. Listen and respond to people talking varieties  
  • 76. Follow  the  Pareto  aka  Social   White  Glove  Treatment  
  • 77. Reward  your  customers  
  • 78. Reward  your  best  advocates  
  • 79. THANK  YOU   paul@vintank.com   @pmabray