The Digital Divide
• Wine First
• Tech
• Social Media
• Give it a try – a few tactics
The Most Competitive Wine
Market in Human History
Great wine from EVERYWHERE
Great wine from EVERYWHERE
2002 Chaupi Estancia
Palomino Fino
Yaruqua, Ecuador
Telling the same story
There are almost no advantages to buy direct
from a winery.
Prepare for the toughest fight ever.
The new giants
The new giants
It wasn’t that long ago
From science fiction
To science fact
To science fact
Who would’ve guessed?
By 2017, CMO’s will spend more on IT than CIO’s
- Gartner
44% of our
customers media
consumption is
digital.
2014 Federal Trade
Commission Report
– 7.9% of our
marketing dollars is...
Smart phones are getting smarter . . .
http://allthingsd.com/20130529/mary-meekers-2013-internet-trends-deck-the-
full-video/
• A typical user checks their smart phone ~150x
per day
Source - http://www.slideshare.net/kleinerperkins/kpcb-internet-tr...
Social
Media
usage &
mobile
Source - http://www.unifiedsocial.com/mobile-social-marketing/
This is just the beginning . . .
Source - http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2013
The Internet of Things
The customer is the
Search is the fiber that connects the
web . . . Doug Cook – Ablegrape.com
Service is the new pillar of marketing
Cost of Caring
Are we adjusting the sails?
Wine and Social Media
There’s no holding it back
Social media is not the panacea.
Customer Relationships (past)
The new customer relationship
Social Media is the thin connection with
customers between the strong ones.
Social is a public 1:1 two-way
conversation.
ROI
ROI
#proof
“An extra half-star on Yelp reduces reservation
availability by approximately 19 percentage
points.” - The Economic...
An average winery gets 2 – 20
organic mentions per week
Over 80% of those go unanswered
ONE DOES NOT SIMPLY
WALK INTO MORDOR
A wine meme is like junk food, tastes good at the time but
it’s full of empty calories.
Some hard hittin’
stats
• An average of 1.5 million organic conversations
about wine per day
• 450K new people talking abo...
The old rating system
The new rating system
The Old Critic
The Old Critic
The New Critic
The New Critic
The New Critic
The New Critic
The New Critic
“It is a bull market for free content.”
Tyler Coleman – Dr. Vino
Leaving Maybe 25 Power Critics
For people
under 40,
70% of the
content they
read online
has been
written or
shared by
somebody
they know.
YOU ARE A MEDIA COMPANY
“Content will be the future of advertising, people distributing and creating content
for your brand will be the barometer ...
=
Many Hands Make Light Work
Wine
consumers
now self
identify
Our customer interactions are myopic
I am the sum of my parts
Foodspotting
Pmabray
Instagram
pmabray
Foursquare
Paul M.
Paul Mabray
Twitter
@pmabray
Facebook
P...
Texture aka Context is Everywhere
If you make customers unhappy
in the physical world, they might
each tell 6 friends. If you make
customers unhappy on the
...
Social Media & PR
Gasoline or a Fire Extinguisher
Listen and
respond to
YOUR
customers
Listen and
respond to
competitor
s
customers
Listen and
respond to
nearby
locations
Listen and
respond to
people
talking
varieties
Follow the Pareto aka Social
White Glove Treatment
Reward your customers
Reward your best advocates
THANK YOU
paul@vintank.com
@pmabray
Willamette - Paul - The ROI of Social Media - VinTank
Willamette - Paul - The ROI of Social Media - VinTank
Willamette - Paul - The ROI of Social Media - VinTank
Willamette - Paul - The ROI of Social Media - VinTank
Willamette - Paul - The ROI of Social Media - VinTank
Willamette - Paul - The ROI of Social Media - VinTank
Willamette - Paul - The ROI of Social Media - VinTank
Willamette - Paul - The ROI of Social Media - VinTank
Willamette - Paul - The ROI of Social Media - VinTank
Willamette - Paul - The ROI of Social Media - VinTank
Willamette - Paul - The ROI of Social Media - VinTank
Willamette - Paul - The ROI of Social Media - VinTank
Willamette - Paul - The ROI of Social Media - VinTank
Willamette - Paul - The ROI of Social Media - VinTank
Willamette - Paul - The ROI of Social Media - VinTank
Willamette - Paul - The ROI of Social Media - VinTank
Willamette - Paul - The ROI of Social Media - VinTank
Willamette - Paul - The ROI of Social Media - VinTank
Willamette - Paul - The ROI of Social Media - VinTank
Willamette - Paul - The ROI of Social Media - VinTank
Willamette - Paul - The ROI of Social Media - VinTank
Willamette - Paul - The ROI of Social Media - VinTank
Willamette - Paul - The ROI of Social Media - VinTank
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Willamette - Paul - The ROI of Social Media - VinTank

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The ROI of Social Media

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  • There is only one finite resource – time. In a world of ever increasing noise we are not only fighting for mind share vs. other wineries, we are fighting for mindshare in general.
  • Over 8000 (16K+ brands) wineries exist in the US
    Less than 50 have a dedicated e-commerce resource (often managing more that one brand)
    Less than 20 have a dedicated social media resource
    Only four have a digital resource with the title of Director or VP
  • Willamette - Paul - The ROI of Social Media - VinTank

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