Lift9 - Wine And Social Media
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An analysis of the impact of social media on the wine industry.
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Lift9 - Wine And Social Media
- 1. Wine And Social Media The hottest new pairing An industry analysis from Lift9 Image:T in DC
- 2. An experiential product Considered to be the most social of beverages, social media takes the wine drinking experience to a whole new level. Image: AI404
- 4. Today, it’s a whole new world Image: Omar-G
- 5. Let’s blog about it 1,290 U.S. Wine blogs 586 U.S. Wineries have blogs California and Oregon have the most winery blogs Influential wine blog: www.1winedude.com 1wine Dude blog traffic 24 blog posts just in December with 366 comments Ranked number 1 on Postrank for social engagement
- 6. CA Wineries on Facebook 230 wineries in CA have a Facebook page 703 average number of fans Barefoot Wine & Bubbly has over 20,000 fans
- 7. Facebook: Examples of Winery Engagements
- 8. What are they doing on Facebook? Note: Results from 12/13/2009 – 1/13/2010
- 9. What are fans saying? Note: results from 12/13/2009 – 1/13/2010
- 10. Best practices: Duplin Winery Communicate and receive direct feedback from fans
- 11. Best practices: WollersheimWinery Sharing your wine-making process and methods is a good way to get people talking about your wines Peak interest by sharing pictures and updating your fans on process.
- 14. 56,027 Tweets by wineries
- 15. 1,352 Ave. # of followers#Winewednesday: Twitter weekly event -Twitter wine community sharing wine recommendations and information.
- 17. 205 in December 09
- 19. 68 in Jan 2010
- 22. Example Winery channel: Top Video Content: “A Man fishes for Black Drum and puts together an awesome dish with his catch, paired with Firestone 2007 Riesling! “ Total views: 1,229 Total channel views: 11,595 Total uploads: 29 Total upload views: 23,970 Joined: June 24, 2009 Pos:“It makes my mouth water!!!!! The Black Drum and the Firestone 2007 Riesling - YUMMY! Way to go Jay!”
- 23. 5 Popular Grapes Discussed in December
- 24. Why is there such a jump in the number of Chardonnay conversations at the end of the month?
- 25. Wine & Holidays *keyword cloud from 12/28 to 12/31 25% of conversations talked about choosing Chardonnay for New Year’s. Only 18% talked about drinking Chardonnay on Christmas Eve. Whereas, 27% talked about Merlot for Christmas Eve
- 26. Where are the conversations happening? Top States: New York: 7,006 results (29%) California: 2,270 results(9%) Washington: 567 results (2%) Top 100 authors show an average of 17 posts per month
- 27. Men are posting more about wine than women * Men talk about (in order): Chardonnay-Pinot-Merlot-Cabernet-Zinfandel * Women talk about (in order): Chardonnay-Merlot-Pinot-Zinfandel-Cabernet
- 28. Top states for wine conversations Different States emphasize different grapes (in order) New York: Chardonnay-Merlot-Cabernet-Pinot-Zinfandel Cali: Chardonnay-Merlot-Pinot-Zinfandel-Cabernet Washington: Zinfandel-Cabernet-Chardonnay-Merlot-Pinot
- 31. Thank you For more information please contact: Warren Sukernek 206.601.1610 warren.sukernek@lift9.com
Editor's Notes
- Also mention Murphy Goode wine blogger contest and Rick Bakas
- Get Engaged: Share interesting and relevant topics. Write a blog post in response to someone else. Leave a comment on a blog. Other influential blogs: http://tv.winelibrary.com (Gary Vaynerchuk)http://drvino.com/http://www.steveheimoff.comReach out to influential bloggers by sending them samples, pr news and engage on posts. Wineries can strengthen their brand awareness by having these people blog about their products. Wineries can also collect direct feedback to recognize trends. Social media research can also assist with monitoring your competitors.
- Sonoma and Napa Valley lead.Barefoot Wine & Bubbly – most fans on facebook (20,144)Facebook – communication channel for:Customers (fans): sharing favorite wines, questions on locations, tasting events and etc.Winery: information on upcoming events, virtual tasting, wine contests, PR articles and answers to distribution locations, etc.Excel on Facebook by:Participating more with fans’ posts/discussionsOffering informative Wine reviewsOffering exclusive discountsSetup rewards for:Wine reviews contestVoting for favorite winesGenerate more discussions:Share wine pairing info: food, sauces, snacks and etc.Engage with feedback on distribution locationsIdentify hot topics/trends; post questionsPost wine recipes/cocktailsMention any green methods of making winesPhotos/Videos should be used more for:Virtual tasting eventsWine clubs’ activities (charity, etc.)Wine-making processes
- Lots of questions about where to buy their wines!!
- Duplin Winery has 7,328 fans.They engage on wall by posting:Event invitationsNew winesThank you’s to fans Distribution infoPR articles
- *stats pulled from wefollow.com on 1/11/10
- Talking points ideas: http://www.winetastingsandiego.com/2009/07/whats-a-virtual-wine-tasting/Virtual Wine Tasting: “an event that unites a geographically dispersed community (scattered all over the country/globe) of wine lovers to taste wine & share/post/twitter their individual thoughts on website/blog/forum.”
- Influential website for wineries to promote their online wine tasting events
- Youtube is an effective channel to show wineries’ personality. This is especially important for those wineries that offer tour packages.
- “Pairing food with wines” videos are a good way to increase # of viewsWineries should create theirown youtubechannel to market new products and events. Also, monitor comments to gain direct feedback. Engage to increase positive sentiment.
- Date range: 12/1/09 – 12/31/09
- Social media wine community is very active.
- Females are mentioning more cooking related topics with wine than men.