Conférence Sopexa Vinexpo 2015 : Social Media Data and business opportunities in the USA

1. June 15th
#USAdigitalData

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SOCIAL MEDIA USAGE IN THE USA
2
Among 260 million US internet users in 2015 - source e-marketer
0%
18%
35%
53%
70%
Tumbler Pinterest Twitter Instagram Facebook

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EVERYONE NOW IS A WINE CRITIC
3
More than half participate in
conversations about wine on social
media.
They also using the web for wine
knowledge, with nearly half seeking
bloggers’ opinions.
How often, if at all, do you get news and
information from each of the following ?*
*American Press Institute

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4
AMERICANS: FANS OF BUBBLES
Sparkling wines only represented a market share of
5.7% in 2013, but consumption in this segment is
growing twice as fast as that of still wines
Between 2003 and 2013, the consumption of sparkling
wines in the US grew by 51%
This should increase by a further 15% between
2014 and 2018*
18 million Americans now drink sparkling wine
at least once a week

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THE SPARKLING TRIFECTA
SPARKLING WINES IMPORT IN USA IN 2014 - volume data
5
PROSECCO
37,6 Million bottles
+ 34% VS 2013
CAVA
18,2 Millions bottles
+2,1% VS 2013
CHAMPAGNE
19,2 Million bottles +7,3%
VS 2013
ITALIAN PROSECCO IS THE BIGGEST WINNER

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6
LES SPARKLING WINES, HIGH REQUESTED SUBJECT*
68,000
Mentions/month
53,000
Mentions/month
14,000
Mentions/month
6,000
Mentions/month
6,000
Mentions/month
3,000
Mentions/month
champagne
Coca-Cola
Budweiser
Sparkling
wines
Prosecco
Cava

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On the 6, 333 american websites that discuss wine*
More than one-third of them have mentioned once or several times
sparkling wines
27% of ecosystem wine vs 5% of sales

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7 TOPICS EMERGE ACROSS SEVERAL CONSUMPTION OPPORTUNITIES
FOOD & DRINK 482 websites|28 %
Media, websites or blogs dedicatedto
cooking and gastronomy.
WEDDING 43 websites|2%
WINE & DRINK 60 web sites|4%
Media or websites dealing with topics related
to wedding.
Media, websites or blogs specialized in wines
and spirits .
HOME & LIVING 227 websites|13%
Media, websites and blogs dedicated to
interior design , art of living and design.
LIFESTYLE & GOSSIP 390 websites|23%
Blogs and media with a global editorial line for
everyday leisure, celebrities and celebrity news .
FASHION & STYLE 241 websites|14%
Media, websites and blogs dedicated to
fashion and beauty.
TECHNO & MARKETING-COM
116 websites|7%
Marketing professionals and specialists
high-tech and innovation .

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4 COMMUNITIES ACROSS THE AMERICAN SPARKLING ECOSYSTEM
THE SOCIALITES
To show itself
THE EPICUREANS
To savour
THE WIRED
To talk about it
THE CLASSICS
To celebrate

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CHAMPAGNE: THE DRINK WITH WHICH TO BE SEEN
10
44% posts with the word Champagne have pictures
compared to 15 % posts with the word Prosecco
and10% posts with the word Cava

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@eduard_gibrat
instagram, 10/04/2015
No Limits tonight
@skumpadave 😁🎉🎉
#Domperignon #allin #rkoi
#champgne
@mattiamb
instagram, 26/08/2014
@official_antoine
instagram, 20/02/2014
💥TBT💥 Amazing party at
@kklassluxuryhall 🔝 ‼️Ready
to do this again ‼️💚 DomP
Party 💚

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2, 700
Is the number of social mentions that are related to
Prosecco and Brunch
Proportionelly, Prosecco is 30 times as linked to
Brunch as is Champagne

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The promise of social
media listening

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SOCIAL FLAVOUR : MEASURING ONLINE REPUTATION
MARKETING
& COMMUNICATION
TECHNOLOGICAL
PLATEFORM
Evaluating your level of
presence and that of 5
competitors
Analysing key topics
Identifying opportunities
to join the conversation
Mapping main sources
and key opinion leaders
We listen to and analyse spontaneous conversations about your brands and products across social
media networks, analyse them by environment and use them to tailor your international communications
AUDIT
SYNERGY
OF
EXPERTISES

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FOR MORE NFORMATION
Julia de Sainte Marie
Digital Marketing Director
julia.desaintemarie@sopexa.com
01 55 37 51 23