Looking Forward - Unified Wine and Grape Symposium '10
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

Looking Forward - Unified Wine and Grape Symposium '10

on

  • 1,268 views

 

Statistics

Views

Total Views
1,268
Views on SlideShare
1,266
Embed Views
2

Actions

Likes
1
Downloads
14
Comments
0

2 Embeds 2

http://blog.slideshare.net 1
http://www.slideshare.net 1

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

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

  • 1. Looking Forward Philip James CEO, Snooth [email_address] January 2010
  • 2. 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
  • 3. Harnessing the Potential
    • Conversational Marketing
    • Empower your Customers
    • Leverage the Platforms
    • Wine = Lifestyle
    • Web as a Channel
  • 4. 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
  • 5. 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
  • 6. 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
  • 7. 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?
  • 8. 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
  • 9. 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?
  • 10. 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?
  • 11. 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
  • 12. 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
  • 13. 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
  • 14. Looking Forward Philip James CEO, Snooth [email_address] January 2010