Wine and Social Networking

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

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Wine and Social Networking

by Dustin Jacobsen on Mar 20, 2009

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Wine and Social Networking — Presentation Transcript