My Life as a Summer Intern, Allegrini Bootcamp 2018

18 SETTEMBRE 2018
Allegrini Bootcamp, Allegrini
#allegrinibootcamp2018
My life as an intern
@steviekim222

WHO
ARE
YOU?
My life as a digital marketing intern
© steviekim222 - All Rights Reserved2

WHO
AM I?

let’s contextualize a bit
“12 tips
from my life as an intern”

Rosé is not a fad
…follow the leader
1.

From where are you
doing your google search?
“Geolocation”
2.

Geolocation
services
Geolocation is the process of ﬁnding, determining and
providing the exact location of a computer, networking
device or equipment. It enables device location based
on geographical coordinates and measurements.
Google

Reach
Vinepair’s digital footprint reaches 24.6 million monthly wine,
spirits and beer enthusiasts.
Vinepair is the fastest growing media property solely dedicated to
drinks, reaching an entirely new generation of drinkers.
V I N E P A I R . C O M
3.2 million monthly uniques (and counting)
F A C E B O O K
13.4 million
P I N T E R E S T
3 million
V I D E O
Over 1 million views per month
N E W S L E T T E R
260,000
A P P L E N E W S
1.5 million monthly uniques

Apple news
News is a mobile app and news aggregator developed by
Apple Inc., for its operating system IOS, and launched with
the release of iOS 9…Users can read news articles with it,
based on publishers, websites and topics they select, such
as The New York Times, technology or politics.
Wikipedia

Paywall model
or advertising
3.

The Most Read
SOURCE: SimilarWeb Report
US Monthly Readers

I only want clicks
and impressions
that matter
4.

Native
vs
Content marketing

Create relevant content
and promote it
with bright imagery
and compelling headlines

Digital advertising is always
like A/B testing
- you see what works and what
fails, and move on

Native advertising may
look very simple to pick up,
but it takes years of trial
and error to master.

5.
Podcasts
= less friction

source: Outbrain 2018
“Deﬁnitely, after trying several channels, the best
conversion is generated through podcasts, in which
the announcer inserts our marketing message in a
natural and organic way.
Amazingly, this channel generates 37.2% better
conversion than all the other channels.”
Cristian Rennella, CEO and Co-founder, oMelhorTrato.com

Italian
Wine
Podcast

6.
Education
the holy grail to legacy?

Is an educational initiative aimed at simplifying
the vast diversity
of Italian grape varietals by explaining,
divulging and broadcasting
the characteristics of Italian wine around the world.

Italian
Wine
Academy

7.
Marketing for inﬂuencers:
bigger is not always better

It is very difﬁcult to
measure real data based
on content provided
by social media inﬂuencers

8.
Consumers are getting smarter,
and they are becoming more aware
of when they are being misled

2010 2011 2012 2013 2014 2015 2016 2017 2018 t
OperaWine
Vinitaly International
VIA
Italian Wine Unplugged
5starwines
Wine2wine
Wine2digital
Italian Wine Podcast
Italian Wine Academy
Product
Expo 2015
Our Social Media evolution

Classifica finale 2018
(le variazioni di posizione rispetto al 2017)
Presenza
online
Più seguiti
Sui social
Frequenza di
aggiornamento
Link In
Look&Feel
Territorio
Lingua
Vitigni
Autoctoni
Sostenibilità
Chat
Source: FleishmanHillard - Omnicom PR Group Italia

9.
Different strokes
for different folks

B2B
is another matter
10.

11.
Choose your poison
(or colour)
Colours are powerful because they
affect people’s behavior
and how they perceive your brand

Yellow: optimism and youth
Red: sense of urgency
Blue: trust and security
Green: wealth and relaxation
Orange: agressive
Pink: romantic
Black: powerful
Purple: calm

People make up their minds within
90 seconds of their initial interactions
with either people or products.
62 to 90% of
the assessment is based
on colors alone.
Source: Impact of Color on Marketing study

12.
Frequency illusion
= cognitive bias

Selective attention
+ conﬁrmation bias

once someone has noticed your brand via
social media, you should then should
Maximize your sales funnel effectiveness
by sending out retargeting ads
Source: adapted from Buffer

WIIFM?

@steviekim222
kim@wine2digital.com

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