Web 2 0 report


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Web 2 0 report

  1. 1. WEB 2.0 REPORT 2011 1
  2. 2. Web 2.0: U.S. Facts and Figures • Americans spend nearly a quarter of their time online on social networking sites and blogs, up 43% from 2009. • A large segment of our target audience is the most active demographic in the space, with 82% of 18-29 year-olds using social networking sites. • In the U.S., 132.5 million web users will use Facebook in 2011; 70% of active users log on to Facebook daily. • By 2013, 62% of web users and almost half (47.6%) of the overall U.S. population will be on Facebook. • More than 2.5 million websites have integrated with Facebook, including over 80 of comScore's U.S. Top 100 websites and over half of comScore's Global Top 100 websites. • 16.4 million U.S. adults, or 9% of the adult internet population, used Twitter in 2010. By 2013, nearly 28 million Americans will be tweeting. • The percentage of all adult internet users who watch video online jumped 14 points in the past two years, from 52% in May 2008 to 66% in May 2010. 2
  3. 3. Web 2.0: Online Reputation Number of Posts Champagne vs. Sparkling Wine – Media Spread 5000 4500 4000 3500 3000 2500 2000 1500 1000 500 0 4807 2940 1040 168 851 162 281 266 Champagne 93 171 0 0 27 8 Sparkling Wine Media Channel • Based on the large, steadily growing, and younger wine consumer base in the U.S., it is no surprise that there is an active, highly engaged wine community online. 3
  4. 4. Web 2.0: Online Reputation Name Protection – Media Spread 1200 1050 Number of Posts 1000 800 641 600 700 714 465 400 200 33 0 0 Blogs Microblogs Social Network Message Boards Media Channel Comments Videos Wikipedia • Examines the distribution of chatter of surrounding more specific name protection terms. 4
  5. 5. Web 2.0: Online Reputation Conversation Topics Champagne Drinking Champagne while in France Celebrations Champagne as a region Brand recommendations & reviews Food pairings AOC Labels, Name protections, “Réserve” term Sparkling Wine A type of wine that includes Cava, Champagne, Prosecco, etc. Facts about sparkling wine Alternative to Champagne (price, availability, etc) Brand recommendations & reviews Holiday wine choices Events with free sparkling wine receptions Name Protection Explanation of "Appellation d'Origine Contrôlée" Taste of Place - terroir How to read and understand wine labels Top wine regions Importance of truth in labeling Center for Wine Origins • As expected, sparkling wine has higher density of social discourse than Champagne. • However, chatter indicates that users are mostly talking about Champagne as a type of sparkling wine, which suggests possible overlap of content. 5
  6. 6. Web 2.0: Online Reputation Total Number of Posts Types of Wine – Total Conversation 5758 6000 5000 4000 3000 2000 1000 0 5538 4334 1379 Malbec Cava 1579 Prosecco Type of Regional Wine Sherry Champagne • Compared online dialogue about Champagne against four other types of wine. 6
  7. 7. Web 2.0: Online Reputation Types of Wine – Media Spread 5000 4500 Number of Posts 4000 3500 3000 Malbec 2500 Cava 2000 Prosecco Sherry 1500 Champagne 1000 500 0 Blogs Microblogs Social Network Message Comments Boards Media Channel Videos Wikipedia • Shows the number of posts per type of online outlet and where in the online space these conversations are taking place. 7
  8. 8. Web 2.0: Online Reputation Types of Wines – Media Spread (blogs not included) 900 800 700 Number of Posts 600 Malbec 500 Cava 400 Prosecco 300 Sherry Champagne 200 100 0 Microblogs Social Network Message Comments Boards Media Channel Videos Wikipedia 8
  9. 9. Web 2.0: Online Reputation Conversation Topics Malbec Cava Prosecco Sherry Champagne Favorite red wine, beginner wine, go-to Restaurant reviews Comparisons to other red wines Food pairings Brand reviews & recommendations Wine tastings and events Drinking Cava while in Spain Restaurant reviews Comparisons to other “sparklers” Holiday drinks Brand reviews & recommendations Cava tastings and events Drinking Prosecco at dinner, with friends Restaurants reviews Comparisons to other “sparklers” Thanksgiving wine Brand reviews & recommendations Prosecco tastings and events Drinking Sherry Drinking Champagne while in France Food pairings Champagne as a region Celebrations Brand reviews & recommendations AOC labels, name protection, “Réserve” Argentine wine Types of Sherry Cooking with Sherry, recipes Holiday drinks Sherry facts Jerez region, tourism opportunities Name protection Food pairings • Topics were comparable across the six types of wines with a few exceptions. 9
  10. 10. Web 2.0: Strategy • Overall goal – Educate American consumers about the uniqueness of the wines of Champagne and expand their understanding of the need to protect the Champagne name in the United States. • Web 2.0 strategy – Create new forums for dialogue and relationship building. – Leverage and enhance existing forums. – Integrate outreach and dialogue into a multi-platform campaign. 10
  11. 11. Web 2.0 Success: Twitter Increased followers by more than 20 percent in less than six months 11
  12. 12. Web 2.0 Success: Facebook Posts engage friends of the page Tripled number of friends in just a few short months 12
  13. 13. Web 2.0 Success: Website Links to petition signers’ Facebook or Twitter accounts Simultaneously integrated with Facebook and Twitter accounts 13
  14. 14. Web 2.0 Success: Blog Outreach • Release short pitches regularly that include current events and the name protection message. • Post on website, Facebook and Twitter. • Use bit.ly to track how many people are clicking on your links. Champagne.us 0/25. 14
  15. 15. Web 2.0 Success: Champagne Day Champagne Day - Thursday, October 28, 2010 • The Bureau teamed up with bloggers and social media to encourage people to enjoy Champagne and share their thoughts and experiences. • The Bureau insisted all materials must emphasize Champagne’s origins and uniqueness. • Media outreach began three weeks before the scheduled date—first alerting reporters and bloggers about the existence of Champagne Day, then reminding them of ways to celebrate and publicize the day. • Retailers, bars and restaurants were also notified and provided with suggested events to organize. Week of 11/1
  16. 16. Web 2.0 Success: Champagne Day • Large increase in social media activity about Champagne on October 28. • Over the course of the day, almost 1,000 individuals posted 2,000 tweets about Champagne. 16
  17. 17. Web 2.0 Success: Fables • Launched Champagne Fables viral campaign and website. 17
  18. 18. Web 2.0 Success: Fables • Combined old and new media by launching the fables at an event with the New Yorker. • Hosted contest on social networks where the reward was attending the launch event. • Ed McCarthy, author of Champagne for Dummies, spoke at the event about the region of Champagne, the three Champagnes that were served that day and the Champagne Fables. 18
  19. 19. Web 2.0 Success: Monitoring • Support protection efforts by watching web vigilantly to limit abuses. • Examples include: • Reporting violations to governing body TTB • Monitoring Wikipedia page • Messaging Twitter users who misuse term • Reviewing commentary on popular blog posts about Champagne 19
  20. 20. Web 2.0 Success: Best Practices • Update often. − Post daily or even several times a day − Post on multiple platforms • Be creative with your posts. − − − − Links to news articles and blogs Champagne quotes and facts Trivia Updates about the region • Interact with your followers to create a conversation. − Use the @ symbol to communicate with specific users − “Retweet” relevant information − Take advantage of hashtags • #WineWednesday • #FollowFriday • Choose the social media outlets that make most sense for your messaging. 20
  21. 21. Web 2.0: Next Steps Tier One Initiatives (efforts we should undertake right away that have little to no budgetary impact) • Expand and integrate using current platforms. − Facebook and Twitter • Leverage CIVC video and photo libraries and information about current conditions in Champagne to make the location more “real” for followers, especially during harvest. − Integrated Websites • Integrate Facebook and Twitter into main CIVC website and country-specific Champagne Bureau websites. − Blog Outreach • Provide additional collateral (pictures, videos, etc.) to bloggers when sending mini-pitches. 21
  22. 22. Web 2.0: Next Steps Tier Two Initiatives (efforts that could be taken with only moderate programmatic/budget impact) • Build additional digital elements into existing initiatives. − Champagne Day • Promote further in advance to create anticipatory buzz and provide time for supporters to plan events. • Collaborate with international Champagne Bureaus to increase reach. • Partner with additional wine enthusiasts, both online (bloggers, journalists) and off-line (retail stores, bars, restaurants). − Fables • Engage bloggers and journalists in contest to write the next fable based on regional legends. • Monitor regularly and correct stories in real time. − Web Monitoring and Correction • Actively patrol knowledge-based websites, including Ask.com, About.com and Yahoo! Answers, and identify opportunities to answer user questions or contribute to discussions. 22
  23. 23. Web 2.0: Going Further Tier Three Initiatives (efforts that would substantially “move the needle” though they would require a more significant budget commitment) • Develop interactive features that urge greater online engagement. − Produce a “Are You a Real Connoisseur?” quiz to test users’ knowledge of Champagne and the region. − Request user-submitted photos of “fake Champagne” bottles and create contest where users vote on whether a pictured label is real or fake Champagne. (possible ad campaign) − Create contest for user-submitted videos where people explain why they are most like Champagne (“I’m bubbly…”). 23
  24. 24. Web 2.0: Going Further • Partner with popular location-based applications to interact with users “on the spot.” − Encourage users to submit photos of Champagne being consumed during every day celebrations (new job, promotion, dating anniversary, etc.) and ask users to tag photos with their location via Facebook Places. − Build partnership with Foursquare to promote users checking in to restaurants or bars and posting a photo of Champagne, and create bonus points system for checking in to locations that only serve true Champagne. − Create Google map layer to show boundaries of the Champagne region and locations of houses and growers. 24
  25. 25. Web 2.0: Going Further • Strengthen relationships with journalists and bloggers through events with in person and digital components. − Create opportunity for simultaneous live blogging and Q&A event; solicit questions via Twitter and responses from engaged bloggers. 25
  26. 26. WEB 2.0 REPORT 2011 26