Social Networks for the Wine Industry #WBC09

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Social Networking Meets the Vineyard

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Social Networks for the Wine Industry #WBC09

  1. 1. Social Networking for the Wine Industry Cheryl Wolhar MyVineSpace.com Eagles Nest Winery Donati Family Vineyard “To some, wine and the Web are an uneasy pairing. Thousands of years old, wine is a visceral, not virtual pleasure, made to be enjoyed in company.” Michelle Locke – Mercury News
  2. 2. Agenda •  Cheryl Wolhar – MyVineSpace –  Introductions and Overview •  Brandy Bell – Donati Family Vineyards –  Social Efforts and Results •  Dennis Grimes – Eagles Nest Winery –  Social Efforts and Results •  Q & A
  3. 3. •  Why Social Media –  There are 250 million people in North America and 1.5 billion people worldwide surfing the web •  44% of luxury consumers turn to the Internet above all other media sources •  31% of luxury shoppers are influenced by newspaper ads •  24% are influenced by magazine ads –  Advertise online… It’s economical, influential, very responsive, and allows you to connect with those “hard to reach” luxury consumers. Gain effective traffic and build your luxury brand. Luxury‐Insiders.com

  4. 4. • Social Media receives the most additional funding in 2009 • Social Media has benefited from the perception that it requires minimal capital investment • Social Media is a time intensive tactic and requires significant investment in human capital
  5. 5. •  The most significant barrier to social media adoption is lack of knowledgeable staff •  Social Media has benefited from the perception that it requires minimal capital investment •  Social Media is a time intensive tactic and requires significant investment in human capital
  6. 6. •  Social media is difficult to measure •  The ability to accurately measure ROI has nothing to do with the effectiveness of the tactic • Measure the value of the resulting conversations and relationships qualitatively, and not focus on moment-in- time transactions like traffic, hits, etc.
  7. 7. IOR = Impact of Relationships –  Allows us to detail how a relationship develops with our winery –  How that relationship has impacted the totality of our business –  Measure the amount of interaction they have with our community –  How many comments they leave on our blog –  This IOR data becomes just as valuable as ROI –  The number of times they reference us on their Twitter feed and other social media sites Jennifer Laycock – Making Link Bait and Viral Marketing Work –  IOR is a great additional barometer to show the gains made through social media activities –  This IOR data becomes just as valuable as ROI
  8. 8. •  Don’t start a blog… start a community! –  Create a customized and unique, online community that reflects the unique voice of your winery –  An online community will permit you to reach consumers across the globe and, most importantly, allow them to communicate with you –  Social Networking allows you to interact with your customers in a way that was not possible before
  9. 9. •  Community Benefits for the Winery: –  Build an active, vibrant online community –  Cultivate and strengthen lifetime customer relationships –  Create a channel of trust through word of mouth interactions –  Expand your online brand –  Build brand loyalty by communicating with customers instead of at them –  Publish and manage effective winery blogs and forum discussions –  Augment your marketing efforts with targeted campaigns to your community –  Leverage viral marketing best practices
  10. 10. •  Community Benefits for the Consumer: − Learn and enjoy wine within a friendly, like-minded community − Interact directly with winery staff and winemakers − Receive insider info on special offers, upcoming events, breaking news − Participate in fun contests for prizes − Publish your own blog and forum discussions − Upload your own content such as photos, and videos − Make new friends and socialize about wine
  11. 11. Donati Family Vineyard Brandy Bell Marketing and Wine Club Manager
  12. 12. •  Donati Family Vineyard –  Planted in Paicines AVA in 1998 –  Produced 11,000 cases in 2008 –  Opened Tasting room in early 2007 Varietals : • Chardonnay • Cab Franc • Pinot Blanc • Syrah • Pinot Grigio • Malbec • Merlot • Petit Verdot • Cab Sauv
  13. 13. •  WineSpace - Social Network (Ning) –  http://winespace.donatifamilyvineyard.com •  Launched in March, 2008 •  426 members •  18 are employees –  the rest are customers or industry folks •  Contributed <$1000 in revenue Donati’s WineSpace
  14. 14. • Twitter Account @donatifamily • @donatifamily has been a member of Twitter since January 25, 2009 and has Tweeted 3012 times since then. @donatifamily follows 1987 people, tweets from Just Outside of Paso Robles(Time Zone: Pacific Time (US & Canada)) • @donatifamily gained 833 followers in 96 days and 22 since yesterday: •  @donatifamily will have 2,218 followers in 30 days according to TwitterCounter:
  15. 15. • Twitter Account @donatifamily • @donatifamily has been a member of Twitter since January 7% of Twitter followers have purchased and has Tweeted 3012 25, 2009 wine times since then. @donatifamily .006% joined the wine club follows 1987 people, tweets from Just Outside of Paso Robles(Time .003% ordered again Zone: Pacific Time (US & Canada)) • @donatifamily gained 833 followers in 96 days and 22 since yesterday: •  @donatifamily will have 2,218 followers in 30 days according to TwitterCounter:
  16. 16. Eagles Nest Winery Dennis Grimes Owner and Winemaker
  17. 17. •  Eagles Nest Winery –  Located in Ramona AVA near San Diego –  Boutique Winery with a vacation destination twist –  Case Production: 1000 cases Varietals : • Picpoul Blanc • Syrah • Viognier • Zinfandel • Merlot • Tempranillo • Cabernet Sauvignon
  18. 18. •  Winery Website (Web 1.0) –  http://eaglesnestwinery.com •  Winery Network (Ning) Eagles Nest Winery –  http://eaglesnestwinery.ning.com •  Private blog and site for friends and club members •  Public blog (WordPress) –  http://winetastingsandiego •  Public blog
  19. 19. •  Twitter Account @eaglesnestwine • @eaglesnestwine has been a member of Twitter since December 19, 2008 and has Tweeted 979 times since then •  @eaglesnestwine follows 7429 people, tweets from San Diego, California, USA(Time Zone: Pacific Time (US & Canada)) • @eaglesnestwine will have 9,117 followers in 30 days according to TwitterCounter: http://twittercounter.com/ eaglesnestwine?p=30
  20. 20. •  Live wine tastings/events streamed live over the web
  21. 21. Summary Cheryl Wolhar Social Media Consultant MyVineSpace.com
  22. 22. •  Best Practices: –  Listen to your customers »  Act human, be present, be authentic »  Listen and actively respond –  Be available and engaging with your online audience –  All your online communications define the level of success you'll have in your targeted community, including the personal touch you put in your:   Blog posts   Blog comments   Twitter tweets   Facebook   MySpace   LinkedIn
  23. 23. •  Create BUZZ –  Build presence and post links on top social networks to drive traffic to your website, network and blog posts   Tweets on Twitter   Videos on YouTube   FaceBook pages (fan page and staff member pages)   MySpace pages (company page and staff member pages)   LinkedIn   Photos on Flickr   Comments/blogs on Wine networks and wine blogs   Wine conferences
  24. 24. •  Measure, Measure, Measure… –  Social Media directly effects email collection, wine club membership and event participation which all contribute to overall revenue  Wine Club growth/revenue  Email collection growth/response rates  Event Participation/Revenue  Social Marketing/Branding Efforts  Community member growth  Member participation  Website metrics  Social metrics such as Twitter followers and FaceBook fans
  25. 25. Questions?

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