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Wine and Social Networking
 

Wine and Social Networking

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I gave a presentation at our agency about what I’ve learned from the wine industry as it relates to social networking. ...

I gave a presentation at our agency about what I’ve learned from the wine industry as it relates to social networking.

In this world of “always on” our personal and professional lives tend to intersect and I share my thoughts on social networking as it relates to hobbies.

Being social is about being yourself (transparency) and our hobbies don’t just run after business hours. And when you’re being social, you’re also a representative of the organization, so you can’t check your business card on the way out the building at night either.

I have a brief bio online at http://shakegently.com/about

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    Wine and Social Networking Wine and Social Networking Presentation Transcript

    • Wine & Social Networking March 2009 Presented by: Dustin Jacobsen Technical Director, Barkley 1
    • Agenda Introduction  Cover what won’t be covered  Hobbies - everybody has ’em  Fans: you’re not alone  Fan / brand interaction  Take advantage of momentum  2
    • Your presenter: I’m a tech guy at heart   I’m no Master Sommelier but you probably aren’t either There’s an information overload,  and many are great & respected 3
    • The topic: People are passionate about  their interests & hobbies  Less marketing technobabble 4
    • What won’t be covered: Social networking 101   Your hobby  Work / life balance  Internet usage during work 5
    • Relevancy: Consumers  quot;..Social networking has become a  fundamental part of the global online experience..” John Burbank, CEO of Nielsen Online (via) Competition  6
    • What do you want to learn today? Familiar with social networking &  applications? Familiar with wine or the wine  industry? 7
    • Which wine? Why?  Region / terroir  Recommendation: retail, personal,  professional? Research shows inconsistency  8
    • Let’s cut to the news: Tennessee Ruling Protects  Anonymity Of Bloggers (via) Conventional Cause Marketing  Evolves Via Social Media (via) Listen up, Marketers: The Focus  Group is Dead (via) 9
    • Let’s cut to the news: Jack in the Box feeds the social  media beast (via) Social Networks & Blogs Now 4th  Most Popular Online Activity, Ahead of Personal Email, Nielsen Reports (via) 10
    • I won’t bore you with the facts, but... There are more ways for brands to interact with customers than ever before (and increasing) 11
    • I’m a nobody that speaks loudly... ...But Google listens (& loves fresh content) 12
    • There are more ways to find information than ever before. Just ask Google (or Yahoo, MSN..) 13
    • If a tree falls in the forrest... ...Everyone hears about it, + or - 14
    • What do you really think... Consumer reviews are becoming more influential 15
    • And the more... ...More people reading about wine = more people curious, interested and excited about wine = more people talking about wine = more people enjoying wine. 16
    • Search for... 2000 Downing Family Vineyards  Cabernet Sauvignon the brand page  where to buy  reviews (WineLog, Snooth,  blogs, etc) 17
    • Search for... 2002 Archipel Cabernet Sauvignon  where to buy  reviews (WineLog, Snooth,  blogs, etc) brand page? bottom of page 2  18
    • Search for... La Crema wine  Twitter  Facebook  the page was fan generated...  19
    • I rate this wine... Many existing food pairing sites  Some fancier than others  I receive feedback from others on  some of my ratings Others base purchase decisions  on my ratings (really?) 20
    • Let’s compare notes: Professionals (02 Archipel)  wine.com  Archipel  User Generated  CellarTracker  21
    • Sites (to name a few): WineLog (and others)  Wine 2.0 (LinkedIn)  Wine 2.0 (Community)  Wine 2.0 (Facebook)  Open Wine Consortium  22
    • And Twitter: ...randomly bragging about your unexceptional life 23
    • Millennials: The Millennier: Wine + Millennials  Millennials are the future of the wine industry.  24
    • Take advantage of momentum... the Wine Library TV “empire”  Gary Vaynerchuk  600+ video episodes  books, TV appearances, etc  25
    • If I was in the wine biz... Partner with existing reviewers  including review sites, blogs  monitor for feedback (+/-)  Create avenues for interaction  Twitter, Facebook, corporate  site, video, blog, etc 26
    • Some wineries & retailers are... Video blogging  Active on Twitter, Facebook, etc.  27
    • So lets switch gears... What if I’m not in the wine  business? Same concepts apply  Replace “wine” with your  product, brand or hobby 28
    • Avaya / Twitter: Posted to Twitter about email  subscription problem Contacted by Avaya CTO directly  Follow-up by CTO to confirm  29
    • Inc. Magazine / Twitter: I was their 1000th follower  Got a signed book  Tweeted about it  30
    • As seen on CNN.com: Editor found my blog  Which turned into an interview  Which turned into traffic  31
    • Pick your interests.. It’s out there 32
    • But focus... And build relationships 33
    • Thanks! Dustin Jacobsen Technical Director Barkley Follow: Blog Twitter 34