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Looking Forward - Unified Wine and Grape Symposium '10
 

Looking Forward - Unified Wine and Grape Symposium '10

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    Looking Forward - Unified Wine and Grape Symposium '10 Looking Forward - Unified Wine and Grape Symposium '10 Presentation Transcript

    • Looking Forward Philip James CEO, Snooth [email_address] January 2010
    • Snooth
      • Online wine community
      • 1 million monthly users
      • 300,000 registered users
      • Snooth Network reaches 10M users per month
      • 10,000 stores
      • 2 million reviews
    • Harnessing the Potential
      • Conversational Marketing
      • Empower your Customers
      • Leverage the Platforms
      • Wine = Lifestyle
      • Web as a Channel
    • Conversational Marketing
      • Authentic, grassroots, open and honest – let them get to know you
      • Your customers are already doing it for/about you
        • Free brand marketing
        • Nurture your evangelizers
        • Address your troublemakers
        • Vocal minority (1%:10%:89%)
      Your existing customers collectively have 100x your reach
    • Authenticity
      • Establish Permission
      • You cannot control the conversation
      • Allow users to ‘self select’
      • Respect their channel preferences
      • Migrate users up the value chain
      Be open and honest, build trust gradually
    • Empower your Customers
      • Control the message
      • Winery as “publisher”
        • Bottle shots, notes, food pairings
        • Do not take down old content
        • Give users reasons to talk about you
      Make it easy for your fans to promote you
    • Leverage the Platforms
      • Facebook = group pages, fan clubs
      • Yelp = restaurant and winery reviews
      • Snooth = wine reviews, winery profiles
      • Twitter = “water cooler” talk
      • mySpace = band profiles
      Where are your users now?
    • Wine = Lifestyle Keystone
      • Wine drinkers are passionate
      • Wine highly correlated with interest in travel, food, home etc
      • ‘ Luxury’ lifestyle
      Source Snooth.com Quantcast profile Audience Also Likes: Affinity: Tap into their broader lifestyle passion points Home & Gardening 5.9x Travel News & Info 3.6x Technology 3.1x Diet & Fitness 2.9x Airlines 2.3x Online Trading 2.3x Home Improvement 2.3x Politics & Commentary 5.4x
    • Food and Wine
      • Food is one of the most popular categories online
        • 6 of the top 100 websites globally are food/recipe sites
      • Recipe sites receive 2 main asks: larger images and wine pairings
      • Wineries in a unique position to pair food with wine, not the reverse
      Where are recipes / cooking tips that work with your wines?
    • Web as a Channel
      • Seeing more experimentation:
        • Search volume for any specific keyword falling…
        • … but more different keywords than ever being used
      • Demand creation (NYTimes) vs Demand fulfillment (Wine.com)
      • Research > Buying (Amazon) vs
      • Branding > Interest (Tiffany)
        • What is the mission of your website?
    • Why the web matters Web Trade events & materials Traditional marketing
        • Use the web to ‘romance’ your users
      Customer Wants Value AND Romance Retailer • Communicates Value Winery • Communicates Romance
    • You’re doing it Right/Wrong winelvr72 @winetweets Tried the James Winery 2005 Cab and it tasted like how nails on a chalkboard sounds. WAY overoaked. Two hours ago jameswinery @winelvr72 Maybe try our 2004 Merlot? Much less oak than the 2005 but with similar complexity. Cheers! snooth.com/w/234dz Two hours ago Right: winelvr72 @winetweets Tried the James Winery 2005 Cab and it tasted like how nails on a chalkboard sounds. WAY overoaked. Two hours ago jameswinery @winelvr72 Thanks for mentioning us on Twitter! Sign up for our mailing list! http://bit.ly/5d39 Two hours ago Wrong: winelvr72 @jameswinery Marketing fail. One hour ago winelvr72 @jameswinery Didn’t know you were on Twitter – thanks for the recco. Cheers. One hour ago jameswinery Latest blog post: Bottling Day! http://bit.ly/4g9j Two hours ago randomwinelvr Ever wonder how wine gets bottled? Good post w/photos: http://bit.ly/4g9j Two hours ago jameswinery Get 15% off our latest release!!! Please RT!!!!! http://bit.ly/4g9j Two hours ago … crickets… jameswinery @winelvr72 Thanks for mentioning us on Twitter! Sign up for our mailing list! http://bit.ly/5d39 One hour ago
    • Task List
      • Develop a personal connection with your users
        • Club shipments, Twitter, Facebook etc
      • Leverage the collective power of your users
        • Reviews, tweets, social media dominance
      • Your wine should be positioned as part of a lifestyle
      • Define your online objectives
    • Looking Forward Philip James CEO, Snooth [email_address] January 2010