Wine & Social Networking
March 2009
Presented by:
Dustin Jacobsen
Technical Director, Barkley
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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
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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
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Relevancy:
Consumers

\"..Social networking has become a

fundamental part of the global online
experience..”
John Burbank, CEO of Nielsen Online (via)
Competition

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What do you want to
learn today?
Familiar with social networking &

applications?
Familiar with wine or the wine

industry?
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Which wine?
Why?

Region / terroir

Recommendation: retail, personal,

professional?
Research shows inconsistency

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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)
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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)
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I won’t bore you with
the facts, but...
There are more ways for brands
to interact with customers than
ever before (and increasing)
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I’m a nobody that
speaks loudly...
...But Google listens
(& loves fresh content)
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There are more ways to
find information than
ever before.
Just ask Google (or Yahoo, MSN..)
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If a tree falls in the
forrest...
...Everyone hears about it, + or -
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What do you really
think...
Consumer reviews are becoming
more influential
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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.
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Search for...
2000 Downing Family Vineyards

Cabernet Sauvignon
the brand page

where to buy

reviews (WineLog, Snooth,

blogs, etc)
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Search for...
2002 Archipel Cabernet Sauvignon

where to buy

reviews (WineLog, Snooth,

blogs, etc)
brand page? bottom of page 2

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Search for...
La Crema wine

Twitter

Facebook

the page was fan generated...

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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?)
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Let’s compare notes:
Professionals (02 Archipel)

wine.com

Archipel

User Generated

CellarTracker

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Sites (to name a few):
WineLog (and others)

Wine 2.0 (LinkedIn)

Wine 2.0 (Community)

Wine 2.0 (Facebook)

Open Wine Consortium

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And Twitter:
...randomly bragging about your
unexceptional life
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Millennials:
The Millennier: Wine + Millennials

Millennials are the future of the wine industry.

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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
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Some wineries &
retailers are...
Video blogging

Active on Twitter, Facebook, etc.

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So lets switch gears...
What if I’m not in the wine

business?
Same concepts apply

Replace “wine” with your

product, brand or hobby
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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

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Pick your interests..
It’s out there
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But focus...
And build relationships
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Thanks!
Dustin Jacobsen
Technical Director
Barkley
Follow:
Blog
Twitter
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