Facebook Research Viralvines June 2009

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Results of research conducted June 23/24, 2009 regarding winery fan pages on Facebook

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Facebook Research Viralvines June 2009

  1. 1. Winery Pages on Facebook You bet! June 2009
  2. 2. Facebook Winery Fan Pages Evaluation ● Research was conducted on June 23, 2009. ● No data assumed regarding date of winery page creation ● No subjective assumptions have been made regarding external marketing activities related to page fan growth. ● No assumptions are made as to the viral nature of the fan base for an individual winery page.* ● Fan data was pulled for the first 250 wineries, with full details pulled for the 50 largest fan pages. * Facebook estimates an average 120 connections per member Source: Viralvines.com
  3. 3. Facebook General Growth ● More than 200 million active users ● More than 100 million users log on to Facebook at least once each day ● More than two-thirds of Facebook users are outside of college ● The fastest growing demographic is those 35 years old and older Source: Facebook
  4. 4. Facebook Facts:2009 ● The 35-54 year old demo is growing fastest, with a 276.4% growth rate in over the approximate 6 months since report was last produced ● The 55+ demo is not far behind with a 194.3% growth rate ● The 25-34 year population on Facebook is doubling every 6 months ● For those interested in advertising alcohol on Facebook, there are 27,912,480 users 21+, representing 66.3% of all users ● There are more females (55.7%) than males (42.2%) on Facebook - 2.2% are of unknown gender. ● The largest demographic concentration remains the college crowd of 18-24 year olds (40.8%) which is down from (53.8%) six months ago. Source: IStrategylabs.com
  5. 5. Winery Pages On Facebook ● Over 500 wineries have fan pages ● Largest 35 have in excess of 500 fans each ● Largest 50 = Average 750 fans / Lowest = 379 ● Largest page = 3613 fans ● Top 5: Duplin The Round Murphy-Goode Paliminia Laetitia Vineyard Winery Barn Winery Winery Winery & Winery 1 2 3 4 5
  6. 6. How Often are Winery Fan Pages Updated? 10% 8% Updated w/in 2 Days 40% Updated w/in 14 Days Updated w/in 30 Days 42% Updated More Than 30 Days Based on top 50 Winery Pages
  7. 7. Who Drives Activities on Winery Pages? (First 50 Largest Winery Fan Pages) 70 64% 60 50 40 30 20 16% 14% 10 6% 0 Driven by Winery Driven mostly by Winery Driven by Fans Driven by Winery / Fans
  8. 8. Use of Facebook Applications Applications Shared with Fans (50 Largest Winery Pages) 50 45 10% 16% 40 35 One Application 30 Tw o Applications Three Applications 25 24% At Least 4 Applica- 20 40% tions 15 10 5 0 Photos Favorites Events Notes Links Videos # of Applications Shared with Fans (50 Largest Winery Pages)
  9. 9. Fans Following Winery Pages 80000 72,742 70000 60000 52,135 50000 40000 37,524 First 50 Pages First 100 Pages First 250 Pages 30000 20000 10000 0 Total Number of fans Assuming 120 average connections per fan, current potential exposure = 8,729,040
  10. 10. Location of Top 50 Winery Pages United States = 49 S. Africa = 1 = 31 = 2 = 1 = 1 = 2 = 1 = 4 = 2 = 1 = 4 = 1
  11. 11. Conclusions: ● At least 500 wineries have determined a need to develop a fan page on Facebook ● Of the first 50 largest pages, 66% have built additional group or individual pages to complement the fan page ● With a total fan base of 72,742 following the first 250 winery fan pages, there is a potential connection with 8 million face book users* ● Wineries and their fans have initiated a dialogue that should help drive incremental business * Est. 120 connections per user on facebook

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