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To-and-Fro
On January 1st wecelebrated our two yearanniversary in business.  
It’s been an amazing journey    trying to merge wine and            technology.  Wine.                Technology.
And two things have proven true in the lastcouple of years: we believe the synergy between wine and digital will move our ...
Our industry hasexperienced two years of  turmoil and challenges.
And as a result, the often ignoreddigital channel is now increasingin relevance to our industry everysingle day.
Wine online. We believe.
To all the people who believe in us,           our clients, our friends, andespecially our family.  Thank you for   suppor...
**State of New Hampshire
And a special nod to Who spend their money to support our  efforts to research and manufacture                          th...
We’ve been busy.
We have produced:
We have produced:             2 Major Reports       We are here, We are HERE, WE ARE HERE:       The State of Wine Industr...
We have produced:            2 Major Reports       Wine on the iPhone: What’s the Best App?   A summary and analysis on al...
We have produced:          12 Pulse Reports    Our views on new technologies that announce   themselves to the wine indust...
We have produced:    Over 25 Blog Posts        Sharing our thoughts on wine and tech.     Including 3 videos from our UNFI...
We have produced:                Unfiltered Videos                 Unfiltered #1 with                    Unfiltered #2 wit...
We will produce:   Be on the Lookout   We will be generating more content including:Frequent blog posts and Pulse Reports ...
All FREE to help wineries         and consumers          understand the   intersection between        wine and digital.
We also have mad love for  other firms who create or  aggregate FREE contentand insight to help wineries.           paulri...
We also have mad love for  other firms who create or  aggregate FREE contentand insight to help wineries.            paulr...
Speaking of freelove,
The only social media monitoring service tailored EXCLUSIVELY for        the wine industry.
✓ Measured over 128 million conversations    to distill to 13 million wine conversations✓   Profiled over 3 million online...
✓ Measured over x conversations to    distill to y wine conversations✓   Profiled over 3 million online wine    consumers✓...
Created by Cruvee✓ Measured over x conversations to✓            for wine companies,    distill to y wine conversations    ...
Wineries can enter theirdata for FREE and itsyndicates to 50 partners(and growing) with anaggregate user base of 1.4millio...
ANY wine tech company can tapinto the API for FREE and without therequirement to send traffic back toCruvee.
Why do they do that?
It helps wine tech companies   focus on building BETTERsoftware and services to help wineries SUCCEED online
Why do they do that?
Why do they do that?     What’s in it for me?
Serves as a free data portal for wineries toshare normalized information and allowswineries to leverage this rich tool at ...
Own your message.Save administrationtime. Present yourproduct properly andefficiently on theinternet.
But that’s not all. Cruveehas also given us...
Turn Fans into Customers
Turn Fans into Customers                   Wineries can leverage     yourwineyourway.com for themselves.                Ea...
We know crowds.
e s.         Tr ibWe know crowds.
b e s.       Tri   steTa
b e s.                                             Tri                                      s   te                        ...
Why not try Badges?A rating system that is Binary (like it or don’t).Either the wine earns a badge based upon reviewers’cr...
Why will it work? The badge data is syndicated (for FREE)   through digital distribution channels toanyone who wants to re...
Joe Roberts (aka 1 wine dude)       http://www.1winedude.com/
Ward Kadel (aka- Dr. Xeno)http://www.winelog.net/blogs/drxeno/
Steve Paulo    (aka Notes from the Cellar)http://notesfromthecellar.com/
“Desperate Times Callfor Desperate Measures”            - Franklin Roosevelt
“A Social Experiment”
Social Commerce Experiment          Predatory Flash Sale sites were asking          wineries to offer deep discounts and  ...
Facebook released itsnew upgradedgroups!
Thus was born Deals from theVines – A Facebook group thatallows ANY winery to present itswines for sale to the group withN...
A special thank you to our partner wineries that allow us to experiment and share theefforts and learnings with the entire...
Here’s where to participate:                  http://on.fb.me/ec7MzM
Here’s what welearned:http://bit.ly/gCwpwh
to all the wine                                               companies that                                              ...
“The                                             e als    Co     Be                                        d        me    ...
Law and Order
HR 5034 &Craig WolfHR 5034 is the first realthreat to direct shippingwe’ve seen since 2005.VinTank stands forwineries. Vin...
Thus we made Craig Wolf a muppet, used his quotes, and challenged his logic:http://www.vintank.com/2010/11/unfiltered-3-cr...
Constructive        Discourse             & RevelationA great summary of the article by Eric Arnold can be found here:http...
Transparency on the web
VinTank challenged thedata Snooth representedas facts with the intentionto surface the reality of#’s that affectadvertisin...
Our post here: http://bit.ly/et4t6P - what wediscovered was that themath didn’t add up anddata that wineries gaveSnooth wa...
As a result of the exercisewe uncovered a hugeproblem withauthenticity too: winetech pioneer, Eric LeVine,and his renowned...
The new web is about TRUEtransparency
Sneak Peek
Sneak peekThe following slidesrepresent cool projectsthat are coming downthe pipeline fromVinTank. Things thatexcite us to...
Share the LOVE           Owners – two African-           American women, one           millennial, one Gen X, first       ...
First ever augmented                      reality launch for a wine.Random do-gooders will have theeco.love owners show up...
A lot of small deeds addup to big changes. Whydon’t you share the love?
iPhone App Report 2.0
iPhone App 2.0 OVERLOAD   We analyzed over 450 iPhone wine   related apps that add up to over   $884.19   Believe us, ther...
Our Next Big Report!It will come...It will COME...IT          WILL COME!
Tentatively titled Crash!The report about the intersection of wine and digitalwill include:                             th...
Tentatively titled Crash!The report about the intersection of wine and digitalCOMINGwill include:SO ON     lleng es wi    ...
Social Gaming
Engagement throughSocial Gaming for wine?
The new EVOLUTION                  There existed a huge hole in                  execution of quality customer            ...
VinPass is the firstCROSS PLATFORMsocial game thatengages andrewards consumersfor tasting andrecording theirwine experience.
s            ter         dop        A  rlyEa
2011 Predictions
Part of what we do is lookforward to what is next in theSome insightwine/tech ecosphere. Thechallenges with makingstatemen...
E-commerce
The recession forced many wineries to rethink their strategiesas related to channel focus. Many have shifted to prioritizi...
Wine e-commerce provides the HIGHEST return towardsEBITDA vs. any other direct channel.The second sale from a consumer aft...
Prediction!This focus will continue to grow and many wineries, even thelargest enterprise wineries, will see tremendous gr...
Our W i sh ...    A true and legal marketing      agent for wineries like an             Expedia for wine.
Social Media
“A bottle of wine begs to be shared; I havenever met a miserly wine lover.”                               - Clifton Fadiman
sa e      to w          y?     g re   in t atry ha      Wine is Social“A bottle of wine begs to be shared; I haveWnever me...
Evan                                   Chris             Daw                                      Carfi                 so...
Prediction!   50% of US wineries (3000+) will              be participating in social media              in some capacity ...
Our W i sh ...Wine-focused social platformswill build better wineryengagement tools so wineriescan “fish where the fish ar...
Flash Sales
Flash sites dominated  our psyche in 2009      and 2010.
Social Commerce                         and “Flash in the Pan”Several were incredibly honest and legitimate outlets for ov...
Prediction:    The implosion of wine flash sales will start in 2011.    Some companies will emerge just to service this   ...
Our Wish...We hope that whatever models companiesbring, they are not winery punitive models likemany of the predatory flas...
Social Commerce
Social Commerce           Groupon, livingsocial.com and           buywithme.com are just a few.           Group buying has...
We will see a wine social commerce platformemerge in 2011. Some wineries might evenexperiment with it (kudos to ChateauMon...
Mobile...Mobile...Mobile
yo ur       in !                  2011, thanks to the incredible    ne ket                  adoption and selection ofW i  ...
ict ion         P red                               ostly ittle if                          en m ded l                   a...
..   Wishing thatApple and other                               h .                             isApp stores would         ...
Label Image Recognition
Image Recognition                    Imagine a world where you                    can take a pic of a label               ...
Sorting through images isridiculously HARD.                                             s ye t to                         ...
A Good Start...We predict that you will see wine label scanning tools get to65% in 2011. Wine apps are sick of dirty data ...
Our Wish...     That wineries would understand the importance of     organizing their wine data for success of their brand...
QR Codes
QR Codes                      Yes, I really work!           Quick Response (QR) codes           are two dimensional matrix...
The proliferation of smartphones equipped with cameras     and applications capable of scanning and interpreting the  data...
QR codes are a tool,not a strategy!                       QR codes will gain a                       significant foothold ...
Wineries must carefully consider theirimplementation of QR codes, especially whenprinting them on labels, since they becom...
Social Gaming   (yes again)
Social Gaming Platforms                      ?                   lle ?                 vi gr               rm vn          ...
Well if you haven’t, here are a few statsthat might blow your mind:
Still think it’s a         FAD?
In the words of Brian Solis:         We think it’s far from a fad, it is   actually a new form of engagement          that...
Prediction    The social gaming outlets will improve the  level of engagement opportunities wineries    will have with the...
Our Wish...That wineries would ignore theword “game” and translate itto “engagement marketing.”
Critics Embrace Digital
VS.For some reason over the last two yearsthere has been a giant rift betweentraditional wine critics and bloggers (eg -ht...
Creating content and distributingit is cheaper than ever errr...actually make that FREE.The distinction between bloggerand...
Professional critics embrace digital             Some key professional writers have             understood that the marria...
Be g       e n           st     th mo        A                                    Eric Arnold      Cyril PennJancis Robins...
Pre              ictio                   n In 2011 you will see the emergence of professional wine writers entering the di...
Our Wish...              Would love to see innovative              collaboration between professional              wine wr...
Digital Reviews
Out with theold....reviews that is!Ok – yes, the big boys dominate.Yes, key critics have been thegate keepers to winerecom...
In with the new...types of reviews The Facebook “Like” function is a game changer in more ways than this one slide can dem...
Our wish...More wineries and wine retailers will startusing the “like” buttons and CellarTrackerscores.Badges will get the...
Curated Content
Old media was the gate keeper to thecontent presented to you. Now yourfriends/network are the presenters ofcontent on a da...
“Everyone is a media outlet.”                   -Clay Shirky
Twitter is a “news platform” - http://bit.ly/hJDxwxThere is often too much content, so the emergence of newtypes of platfo...
Even in our own         industry we have           strong content               curation.Blend of content curation...     ...
Even mobile applicationsprocure content from keybloggers and feature it in theirplatforms.
Prediction There will be a new push in content curation for wine sites in 2011 due to the flood of wine information on the...
Our Wish...We hope to see companies like Flud and Flipboard addwine as a major category. Imagine them aggregating allwine ...
CRM
Customer Relationship Management has been amythical dream to the wine                   industry.
The wine industry has one of the most complicated CRMneeds due to the diverse nature and needs of thechannels it services ...
PredictionCRM will actually startto materialize in 2011and the industry willbegin leveraging itfor the benefit of DTCsales.
Our Wish...  Instead of business intelligence CRM we     dream of a wine world that has an              actionable CRM.
IMAGINE.....a world where a wine club member calls, andyou know: how long they have been a member,their LTV, their prefere...
IMAGINE..            ...that data leveraged by an e-commerce platform              presents better offers to club members ...
There is much more to this story... But 2011 will reveal more to us as technology matures and our industry uses it and gai...
Thank you!VinTank | info@vintank.com| www.vintank.com
To and Fro
To and Fro
To and Fro
To and Fro
To and Fro
To and Fro
To and Fro
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To and Fro

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We meant to get this gigantic presentation* out on our two year anniversary of being in business. It is a combination of the things we are most proud of contributing to the wine industry from VinTank, a few projects we are very excited about, and predictions about wine and tech in 2011. Enjoy and please share. We are really looking forward to hearing your comments.

*apologies about the giant size of the file - we just like images so much . . .


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Transcript of "To and Fro"

  1. 1. To-and-Fro
  2. 2. On January 1st wecelebrated our two yearanniversary in business.  
  3. 3. It’s been an amazing journey trying to merge wine and technology.  Wine. Technology.
  4. 4. And two things have proven true in the lastcouple of years: we believe the synergy between wine and digital will move our industry forward and we encourage wineries every day to improve their use of technology to sell and market their product DTC, DTT, and in the trade. Wine. Technology.
  5. 5. Our industry hasexperienced two years of turmoil and challenges.
  6. 6. And as a result, the often ignoreddigital channel is now increasingin relevance to our industry everysingle day.
  7. 7. Wine online. We believe.
  8. 8. To all the people who believe in us, our clients, our friends, andespecially our family.  Thank you for supporting us along our two yearjourney. We are so grateful to work with you and have you part of the VinTank family.
  9. 9. **State of New Hampshire
  10. 10. And a special nod to Who spend their money to support our efforts to research and manufacture these reports.
  11. 11. We’ve been busy.
  12. 12. We have produced:
  13. 13. We have produced: 2 Major Reports We are here, We are HERE, WE ARE HERE: The State of Wine Industry Social Media A report that explains the state and impact of social media within the industry. This “herculean labor of love” was intended to introduce and inform the wine world on the upcoming business trends within digital media, breaking down the Who’s, the What’s and the Who Cares free for the industry. Check it out: http://bit.ly/fZoMe5
  14. 14. We have produced: 2 Major Reports Wine on the iPhone: What’s the Best App? A summary and analysis on all the relevant iPhone applications for the wine industry. We searched and pulled together applications and split them into categories based on their capabilities, functionality, overall performance and impact on both the market and the consumer. Check it out: http://bit.ly/ep3yU0
  15. 15. We have produced: 12 Pulse Reports Our views on new technologies that announce themselves to the wine industry. We do our Pulse Reports from a winery or consumer-centric perspective. Check them out: http://bit.ly/iimb1U
  16. 16. We have produced: Over 25 Blog Posts Sharing our thoughts on wine and tech. Including 3 videos from our UNFILTERED series. You can expect this to exponentially grow in our content output in 2011. Check these out: Twitter voices that influence our thinking... “Inherit the Wind”- The real interview with Craig Wolf Is Snooth scraping data from CellarTracker?
  17. 17. We have produced: Unfiltered Videos Unfiltered #1 with Unfiltered #2 with Evan Dawson Rob McMillan WHAM News Anchor Founder of the SVB WIne Division and Editor of the NewYorkCorkReport.com Watch Video Watch Video Unfiltered #3 with Unfiltered #4 with Craig Wolfe Barry Schuler former CEO of AOL and owner of WSWA President Meteor Vineyards Watch Video Watch Video
  18. 18. We will produce: Be on the Lookout We will be generating more content including:Frequent blog posts and Pulse Reports on topics we see that are important to the industry and make atechnological impact. We have also confirmed the following for our Unfiltered Video Series:Jennifer Leggio Aaron Strout Meg MakerMichael Brito Jancis Robinson Randall Grahm and more....
  19. 19. All FREE to help wineries and consumers understand the intersection between wine and digital.
  20. 20. We also have mad love for other firms who create or aggregate FREE contentand insight to help wineries. paulrickett.wordpress.com
  21. 21. We also have mad love for other firms who create or aggregate FREE contentand insight to help wineries. paulrickett.wordpress.com
  22. 22. Speaking of freelove,
  23. 23. The only social media monitoring service tailored EXCLUSIVELY for the wine industry.
  24. 24. ✓ Measured over 128 million conversations to distill to 13 million wine conversations✓ Profiled over 3 million online wine consumers✓ FREE if you participate in yourwineyourway.com✓ Revenue model – yearly subscriptions or fees for cleaning wine data
  25. 25. ✓ Measured over x conversations to distill to y wine conversations✓ Profiled over 3 million online wine consumers✓ FREE if you participate in yourwineyourway.com✓ Revenue model – yearly subscriptions or fees for cleaning wine data
  26. 26. Created by Cruvee✓ Measured over x conversations to✓ for wine companies, distill to y wine conversations Profiled over 3 million online wine enabling brand control. consumers✓ FREE if you participate in yourwineyourway.com✓ Revenue model – yearly subscriptions or fees for cleaning wine data
  27. 27. Wineries can enter theirdata for FREE and itsyndicates to 50 partners(and growing) with anaggregate user base of 1.4million wine consumers.One place, fifty outlets.
  28. 28. ANY wine tech company can tapinto the API for FREE and without therequirement to send traffic back toCruvee.
  29. 29. Why do they do that?
  30. 30. It helps wine tech companies focus on building BETTERsoftware and services to help wineries SUCCEED online
  31. 31. Why do they do that?
  32. 32. Why do they do that? What’s in it for me?
  33. 33. Serves as a free data portal for wineries toshare normalized information and allowswineries to leverage this rich tool at no cost. Added bonus: Data in the platform can also be used to enter multiple wine competitions without having to fill out their competition forms.
  34. 34. Own your message.Save administrationtime. Present yourproduct properly andefficiently on theinternet.
  35. 35. But that’s not all. Cruveehas also given us...
  36. 36. Turn Fans into Customers
  37. 37. Turn Fans into Customers Wineries can leverage yourwineyourway.com for themselves. Easy as 1.2.3.1. Put your wines in yourwineyourway.com2. Add the FREE Facebook app that adds a wines tab to your winery’s Facebook Fanpage with links directly to your site3. Turn your Fans into Customers
  38. 38. We know crowds.
  39. 39. e s. Tr ibWe know crowds.
  40. 40. b e s. Tri steTa
  41. 41. b e s. Tri s te TaThe 100 point system is easy to understand but flawed. Out of the 250K+ wines produced annually throughout the world, only 30K-40K areprofessionally reviewed. Recommendation is the #1 catalyst for wine buying. People adhere to Taste Tribes. Bloggers aggregate wine lovers that match their “Taste Tribe.”
  42. 42. Why not try Badges?A rating system that is Binary (like it or don’t).Either the wine earns a badge based upon reviewers’criteria, or the wine doesn’t, creating a taste taxonomythat recognizes that we taste differently.Then syndicate these notes and “digital neckers” for FREE tohelp give people meaningful recommendations and helpe-tailers convert sales through digital merchandising ofreviews. Psst – wineries can use this on their sites TOO!
  43. 43. Why will it work? The badge data is syndicated (for FREE) through digital distribution channels toanyone who wants to receive and use it. Distribution is the key to change. Here are the pioneer bloggers who areleading the Badge initiative. Feel free to submit your wines to them.
  44. 44. Joe Roberts (aka 1 wine dude) http://www.1winedude.com/
  45. 45. Ward Kadel (aka- Dr. Xeno)http://www.winelog.net/blogs/drxeno/
  46. 46. Steve Paulo (aka Notes from the Cellar)http://notesfromthecellar.com/
  47. 47. “Desperate Times Callfor Desperate Measures” - Franklin Roosevelt
  48. 48. “A Social Experiment”
  49. 49. Social Commerce Experiment Predatory Flash Sale sites were asking wineries to offer deep discounts and pay extraordinary fees while only presenting the highest rated wines. So we asked: Can a major social network be used for social commerce?
  50. 50. Facebook released itsnew upgradedgroups!
  51. 51. Thus was born Deals from theVines – A Facebook group thatallows ANY winery to present itswines for sale to the group withNO FEES.
  52. 52. A special thank you to our partner wineries that allow us to experiment and share theefforts and learnings with the entire industry.
  53. 53. Here’s where to participate: http://on.fb.me/ec7MzM
  54. 54. Here’s what welearned:http://bit.ly/gCwpwh
  55. 55. to all the wine companies that have participated in this experiment!Wine Tasting (www.winetasting.com) Israeli Wine Direct (www.israeliwinedirect.com)Bolen Family Estates (www.bolenlegacy.com) Cornerstone Cellars (www.cornerstonecellars.com)Modus Operandi (www.moduswines.com) Ampelos Cellars (www.ampeloscellars.com)James David Cellars (www.jamesdavidcellars.com) Charnu Winery (www.charnuwinery.com)Maritas Vineyards (www.maritasvineyard.com) Marquee Selections (www.marquee.com)Passaggio (www.passaggiowines.com) Ortman Family Vineyards (www.ortmanwines.com)Twisted Oak (www.twistedoak.com) JV Wine and Spirits (www.jvwine.com)Hanzell Vineyards (www.hanzell.com) Robert Keenan Winery (www.keenanwinery.com)Bonny Doon Vineyards (www.bonnydoonvineyard.com) Foris Vineyards (www.foriswine.com)
  56. 56. “The e als Co Be d me st I e Alo de aT wi n ay T im o ke n em ” e ng In A ou li o e s on ar hi Lon g If y you k t “ r ye d boo -W a cn e ou ”! ob er t Dw ine thr Fa ry -R op fo olog y be “Crazy-smart w have su ine biz in ccessfu novator the Dire lly launc s VinTan ct To Co hed a n k, with the nsumer ew rout ir Deals (DTC) su e on from the perhigh way Group ” Vines o n Faceb ook - Dr. Xen oHere’s hoping you participate in this FREE service.
  57. 57. Law and Order
  58. 58. HR 5034 &Craig WolfHR 5034 is the first realthreat to direct shippingwe’ve seen since 2005.VinTank stands forwineries. VinTank standsfor direct shipping. Wedecided to challengethe issue head on (theWSWA) in a fun andintelligent way.
  59. 59. Thus we made Craig Wolf a muppet, used his quotes, and challenged his logic:http://www.vintank.com/2010/11/unfiltered-3-craig-wolf-and-hr5034/Craig Wolf enjoyed the “Tosh 2.0” version of his perspective and granted us areal interview to discuss the issue. The transcript can be found here and isINCREDIBLY important to read if direct shipping is at all important to you: http://www.vintank.com/2011/01/inherit-the-wind-the-real-interview-with-craig-wolf/
  60. 60. Constructive Discourse & RevelationA great summary of the article by Eric Arnold can be found here:http://bit.ly/fOdWSB PS – one of the most interesting disclosures was the potential partnership between Shipcompliant and the WSWA which raised more questions than answers: http://bit.ly/hnrsjj
  61. 61. Transparency on the web
  62. 62. VinTank challenged thedata Snooth representedas facts with the intentionto surface the reality of#’s that affectadvertising rates, datausage, and more withthe intention to givewineries better contextfor making businessdecisions.
  63. 63. Our post here: http://bit.ly/et4t6P - what wediscovered was that themath didn’t add up anddata that wineries gaveSnooth was being usedto increase their SEO tooutrank or rank incrediblyhigh up in search resultswith messaging that isnot an accuraterepresentation of the SEOresults.
  64. 64. As a result of the exercisewe uncovered a hugeproblem withauthenticity too: winetech pioneer, Eric LeVine,and his renowned site,CellarTracker, appearedto be scraped to powerSnooth’s database:http://bit.ly/gkeZla
  65. 65. The new web is about TRUEtransparency
  66. 66. Sneak Peek
  67. 67. Sneak peekThe following slidesrepresent cool projectsthat are coming downthe pipeline fromVinTank. Things thatexcite us to the n’thdegree.
  68. 68. Share the LOVE Owners – two African- American women, one millennial, one Gen X, first CarboNZero winery in the world, presenting New Zealand Sauvignon Blanc and Riesling for everyday enjoyment. Launching an integrated campaign with an iPhone app (Share the Love) and Facebook/Twitter marketing focus that will create a true “pay it forward” campaign. Do good deeds, earn rewards.
  69. 69. First ever augmented reality launch for a wine.Random do-gooders will have theeco.love owners show up at their doorwith a gift of wine and a flipcam toshare and celebrate their good deeds.
  70. 70. A lot of small deeds addup to big changes. Whydon’t you share the love?
  71. 71. iPhone App Report 2.0
  72. 72. iPhone App 2.0 OVERLOAD We analyzed over 450 iPhone wine related apps that add up to over $884.19 Believe us, there’s an app for that... PalatePress.com will publish our evaluation...be on the look out for it!
  73. 73. Our Next Big Report!It will come...It will COME...IT WILL COME!
  74. 74. Tentatively titled Crash!The report about the intersection of wine and digitalwill include: th wi ne on line ia l. lleng es wi l soc rn ia , al cha A tu re c Re so ITD W CRM es ine , da ial al & c EB lS So ta ne The hist an ory Ch onli ne Mobile , mobile, mobile. of w ine
  75. 75. Tentatively titled Crash!The report about the intersection of wine and digitalCOMINGwill include:SO ON lleng es wi th wi ne on line l soc ia l. rn ia , al cha A tu re c Re so ITD W CRM es ine , da ial al & c EB lS So APRIL 2011 ta ne hist The an o ry of Ch onli ne Mobile , mobile, mobile. win e
  76. 76. Social Gaming
  77. 77. Engagement throughSocial Gaming for wine?
  78. 78. The new EVOLUTION There existed a huge hole in execution of quality customer engagement through digital. We believe in social gaming COMING as a new, relevant and improved type of APRIL 2011 engagement. Wine tasting note, social, and decision support platforms were looking for better ways to service wine companies.
  79. 79. VinPass is the firstCROSS PLATFORMsocial game thatengages andrewards consumersfor tasting andrecording theirwine experience.
  80. 80. s ter dop A rlyEa
  81. 81. 2011 Predictions
  82. 82. Part of what we do is lookforward to what is next in theSome insightwine/tech ecosphere. Thechallenges with makingstatements about the future ofwine and tech is our industry’svery slow adoption rate.So we often have to tempertrends affecting othersegments online with what wethink is possible in the wineindustry.Here is what we think is in storefor 2011 for wine.
  83. 83. E-commerce
  84. 84. The recession forced many wineries to rethink their strategiesas related to channel focus. Many have shifted to prioritizingDTC business, with e-commerce of highest value.Wine e-commerce is becoming easier due to the interstatechallenges settling down, platform sophistication, andmarket understanding.
  85. 85. Wine e-commerce provides the HIGHEST return towardsEBITDA vs. any other direct channel.The second sale from a consumer after they return home isfar more important than the first sale at the winery.Wine e-commerce is the fastest growing DTC channel forwineries.
  86. 86. Prediction!This focus will continue to grow and many wineries, even thelargest enterprise wineries, will see tremendous growth in thechannel and will reinvest for greater returns. Expect bettercustomer service, more innovative marketing and promotionalactivities, and interesting spins on winery direct e-commerce.
  87. 87. Our W i sh ... A true and legal marketing agent for wineries like an Expedia for wine.
  88. 88. Social Media
  89. 89. “A bottle of wine begs to be shared; I havenever met a miserly wine lover.” - Clifton Fadiman
  90. 90. sa e to w y? g re in t atry ha Wine is Social“A bottle of wine begs to be shared; I haveWnever met a miserly wine lover.” - Clifton Fadiman There is no stopping the tsunami that is social media. Our industry is one of the most activeas a percentage of the whole in social media.
  91. 91. Evan Chris Daw Carfi son Chris Joe Edwards Catherine Meg Barry Davis nRoberts Aaro Schuler Hardy Maker t Strou Brian Wallace Solis There are many, many, many great thought leaders participating in helping educate wineries.
  92. 92. Prediction! 50% of US wineries (3000+) will be participating in social media in some capacity (blogs, Twitter, Facebook, Linkedin, other). 10% of US wineries (600+) will become proficient in 2011 in leveraging the medium for increased branding, customer engagement, customer service, customer acquisition, PR, and more. 0.25% (15) will start basic SCRM (Social CRM).
  93. 93. Our W i sh ...Wine-focused social platformswill build better wineryengagement tools so wineriescan “fish where the fish are.”
  94. 94. Flash Sales
  95. 95. Flash sites dominated our psyche in 2009 and 2010.
  96. 96. Social Commerce and “Flash in the Pan”Several were incredibly honest and legitimate outlets for overstocked inventories,including:Other emerging outlets seem promising: gilt.com, ruelala.com and lot18.com.The excess of super-scoring wines (over 90 by any of the major publications) is dryingup. The 4 + 3 will capture the lion’s share of any wine inventory in this segment of thewine business.The American consumer has drastically changed buying habits and will perpetuateservices like this. How do Flash sales build image in a luxury category?
  97. 97. Prediction: The implosion of wine flash sales will start in 2011. Some companies will emerge just to service this new channel (like http://www.preston-layne.com/ & http://www.newmanwineandspirits.com/).
  98. 98. Our Wish...We hope that whatever models companiesbring, they are not winery punitive models likemany of the predatory flash sale sites of thelast two years.
  99. 99. Social Commerce
  100. 100. Social Commerce Groupon, livingsocial.com and buywithme.com are just a few. Group buying has started and now that the genie is out of the bottle, how will commerce and social intersect? -photo courtesy redant.com
  101. 101. We will see a wine social commerce platformemerge in 2011. Some wineries might evenexperiment with it (kudos to ChateauMontelena here for trying a version of it -http://bit.ly/fvidrU)
  102. 102. Mobile...Mobile...Mobile
  103. 103. yo ur in ! 2011, thanks to the incredible ne ket adoption and selection ofW i smart phones, the notion of c mobile, mobile, mobile will Po finally become a reality for the wine industry. There are now over 450 wine apps (or apps that have wine features) across all mobile platforms. Some of our favorites are: HelloVino Nat Cor.kz Eco.love Decants WS Corkbin RedWhite Vintage Drync Boston Charts
  104. 104. ict ion P red ostly ittle if en m ded l av e be rovi t will p ps h nd p 2011 tha ney). ob ile a facing a s. In e mo l inM mer nerie to mak ociaco nsu o wi eed a lue t ey n em ore s a ny v ck, th m eco tur n (he ps will b Win e ap 2 011.
  105. 105. .. Wishing thatApple and other h . isApp stores would W stop featuringuseless wine apps and giving poor ur customer experience to O consumers who choose todownload them!
  106. 106. Label Image Recognition
  107. 107. Image Recognition Imagine a world where you can take a pic of a label and it returns information about the wine. Sounds like science fiction? Almost. The industry doesn’t use UPC codes well – either we don’t change from vintage to vintage or we don’t include them at all.
  108. 108. Sorting through images isridiculously HARD. s ye t to win e ha a for and e dat lized Th no rma be anized. or g
  109. 109. A Good Start...We predict that you will see wine label scanning tools get to65% in 2011. Wine apps are sick of dirty data or data that areonly used to drive traffic to other peoples sites. Expect to seemore attention on wine data from the tech sector in 2011.
  110. 110. Our Wish... That wineries would understand the importance of organizing their wine data for success of their brand online. This will help when image recognition becomes more prevalent.
  111. 111. QR Codes
  112. 112. QR Codes Yes, I really work! Quick Response (QR) codes are two dimensional matrix barcodes that allow different types of data to be embedded within them. The most common use is to embed a URL that can be resolved and loaded in a web browser when the code is scanned.
  113. 113. The proliferation of smartphones equipped with cameras and applications capable of scanning and interpreting the data within QR codes is driving the adoption .
  114. 114. QR codes are a tool,not a strategy! QR codes will gain a significant foothold in the wine industry in 2011 with many wineries printing them on back labels and marketing materials. However, they should be seen as a least-common- denominator solution and just one part of an overall strategy for connecting consumers in the physical/product world with their digital brand experience.
  115. 115. Wineries must carefully consider theirimplementation of QR codes, especially whenprinting them on labels, since they become apermanent part of their packaging and ultimatelyreflect back on their brand. Since wine is a long tailproduct, wineries should ensure that they havecontrol over the QR code resolution process.
  116. 116. Social Gaming (yes again)
  117. 117. Social Gaming Platforms ? lle ? vi gr rm vn Fa Sc of e? d ar ar qu He s ur Fo
  118. 118. Well if you haven’t, here are a few statsthat might blow your mind:
  119. 119. Still think it’s a FAD?
  120. 120. In the words of Brian Solis: We think it’s far from a fad, it is actually a new form of engagement that has yet to enter the wine category.
  121. 121. Prediction The social gaming outlets will improve the level of engagement opportunities wineries will have with their consumers as well as give a clear indicationof consumer purchasingpatterns. This will all start with the launch of thefirst social game for our industry, VinPass.
  122. 122. Our Wish...That wineries would ignore theword “game” and translate itto “engagement marketing.”
  123. 123. Critics Embrace Digital
  124. 124. VS.For some reason over the last two yearsthere has been a giant rift betweentraditional wine critics and bloggers (eg -http://bit.ly/dZoiWm)
  125. 125. Creating content and distributingit is cheaper than ever errr...actually make that FREE.The distinction between bloggerand traditional media becomesmore blurry every day.Many professional writers haveignored the power of digital.The role of a professional writer ischanging from paid contentcreator to audience aggregator,reader engagement, contentdistribution strategist, freecontent creator, marketer, digitalconnoisseur.
  126. 126. Professional critics embrace digital Some key professional writers have understood that the marriage of digital and treating bloggers not as a competitors but as partners elevates their content awareness and personal brand.
  127. 127. Be g e n st th mo A Eric Arnold Cyril PennJancis Robinson Leslie Sbroco Jon Bonne Gary VaynerchukNatalie Maclean Lewis Perdue Steve Heimoff Bill Daley
  128. 128. Pre ictio n In 2011 you will see the emergence of professional wine writers entering the digital space. The ones that take the time to understand digital will elevate in mass awareness. The ones who don’t will be inundated by what they call “mob mentality” and constant barrage of public criticism that will chip away at their credibility to this and the next generation of wine consumers.
  129. 129. Our Wish... Would love to see innovative collaboration between professional wine writers, wine bloggers and old media publications.
  130. 130. Digital Reviews
  131. 131. Out with theold....reviews that is!Ok – yes, the big boys dominate.Yes, key critics have been thegate keepers to winerecommendations.And yes, the internet, especiallywith social media, is beginningto level the playing field andintroduce new ways torecommend wine.
  132. 132. In with the new...types of reviews The Facebook “Like” function is a game changer in more ways than this one slide can demonstrate. We predict more etailers and online platforms will start using new systems for recommending wine.3 of the most influential review sites!
  133. 133. Our wish...More wineries and wine retailers will startusing the “like” buttons and CellarTrackerscores.Badges will get their time in the limelightand that etailers and other wine sites seethis as an opportunity to leverage tech tohelp consumers.
  134. 134. Curated Content
  135. 135. Old media was the gate keeper to thecontent presented to you. Now yourfriends/network are the presenters ofcontent on a daily basis.
  136. 136. “Everyone is a media outlet.” -Clay Shirky
  137. 137. Twitter is a “news platform” - http://bit.ly/hJDxwxThere is often too much content, so the emergence of newtypes of platforms for people to “organize and aggregate”content for their friends/networks (paper.li, http://bit.ly/gCGZQZ,or to make the stream of content easier to read are emerging,like: Flipboard Flud
  138. 138. Even in our own industry we have strong content curation.Blend of content curation... and creation.
  139. 139. Even mobile applicationsprocure content from keybloggers and feature it in theirplatforms.
  140. 140. Prediction There will be a new push in content curation for wine sites in 2011 due to the flood of wine information on the internet.
  141. 141. Our Wish...We hope to see companies like Flud and Flipboard addwine as a major category. Imagine them aggregating allwine tweets?We REALLY hope to see them make business developmentdeals with super content manufacturers like JancisRobinson, Natalie Maclean, and CellarTracker.com.We would also love to see respected wine celebritiesaggregate and curate content. Imagine “Best Wineblogs and tweets by Jancis Robinson” or the Institute ofMasters of Wine aggregating all content from students ofthe MW program.
  142. 142. CRM
  143. 143. Customer Relationship Management has been amythical dream to the wine industry.
  144. 144. The wine industry has one of the most complicated CRMneeds due to the diverse nature and needs of thechannels it services (ecom, wine club, telephone, tastingroom, direct to trade, traditional 3-tier).The industry is gated by disparate systems where thelowest common denominator is legacy systems. Evenwith the most sophisticated CRM tool (e.g.Salesforce.com), it continues to be gated by the systemsit needs to integrate.Currently CRM in our industry is loosely described as“identify consumers, segment, send an email, telemarketor send a mail offering.”
  145. 145. PredictionCRM will actually startto materialize in 2011and the industry willbegin leveraging itfor the benefit of DTCsales.
  146. 146. Our Wish... Instead of business intelligence CRM we dream of a wine world that has an actionable CRM.
  147. 147. IMAGINE.....a world where a wine club member calls, andyou know: how long they have been a member,their LTV, their preferences, their RFM, and more toextend quality service.
  148. 148. IMAGINE.. ...that data leveraged by an e-commerce platform presents better offers to club members and recent visitors....the new world of SCRM (Social CRM) and theability to service customers based upon morethan buying history but also on conversations.
  149. 149. There is much more to this story... But 2011 will reveal more to us as technology matures and our industry uses it and gains real learnings. We are lucky to be part of this journey.
  150. 150. Thank you!VinTank | info@vintank.com| www.vintank.com
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