Wine Social Marketing: how to turn customers into explorers


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Wine and web shares a lot... this presentation show you some ideas for turning customers into explorers using facebook, twitter, pinterest and youtube

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Wine Social Marketing: how to turn customers into explorers

  1. 1. Using the web to tell the vines How to turn your consumers into explorers y pAndrea G © 2012 2 Andrea Gori - Sommelier informatico Great Wine Capitals Conference - 5.11.2012 Gori
  2. 2. Web and Wine, twins separated at birth Web and Wine twins separated at birth • Web and Wine have an innate similarity in  y different aspect of interactions with men, and  the web represents the ideal place to  p p communicate the wine... even if it could be  hard to imagine g • Wine and Web: the relationship has born in  specialized forums (6 years ago Gambero specialized forums (6 years ago Gambero Rosso forum ‐ Kelablu) TODAY • Wine is a social object (like the iPhone is) because it’s purchase Andrea G © 2012 2 can be replicable for many and in many places, and it generates  consumer experiences that can be shared Gori • Web and Wine have a relationship potential really unexploited
  3. 3. Technology and content in Italy Technology and content in Italy WEB Technologies and speed often make  PRESS up for the lack of content up for the lack of content The timing of the press is longer Th ti i f th i l Structured content and high  If well understood is a tool that  expertise creates talent and focuses attention creates talent and focuses attention Traditional  wineguides do not  First in an amateur today in a  understand and do not want to  professional manner, addresses  f i l dd embrace innovations embrace innovations issues with increasing depth, in spite  Often absorbs talent and money and  of limited resources (from bloggers  disperses attention to blogozine Intravino leader in 3  years) ALL THE PRESS IS TIED TO THE  CONCEPT OF SCHEDULED PRINTED  CONCEPT OF SCHEDULED PRINTEDAndrea G © 2012 2 EVERYTHING IS ONLINE WILL BE  EDITION THERE FOREVER Gori the web doesn’t move lots of money for now...the paper alone  won’t move lots of money anymore
  4. 4. WEB Communication e  WEB marketing:  Italian status Italian status • W bi Web is a recent discovery: it boosted out thanks to Facebook t di it b t d t th k t F b k and the mobile web, fundamental channels to share “word of  mouth”  always been at the basis of wine marketing  th” l b t th b i f i k ti • There is lack of real web‐based business models, but there are  lots of best practice.   • Network Vinix e concessionaria Vinoclic • Winenews • Twitter explosion:  famous and VIP (Renzi, Monti, Chiellini) p ( , , )Andrea G © 2012 2 • Too few journalists (De Bortoli, Servegnini, Mentana) Gori • Business case: South African winery Stormhoek goes Web 2 0 Business case: South African winery Stormhoek goes Web 2.0,  with blogging, viral marketing, and crowdsourcing
  5. 5. Social Networks: Data & statistics 66%  of online adults are connected to one or more social media platforms 960 million users in the  500 million  490 million  90 million  world subscribers  unique visitors users  ( , p p (13,5% population) ) (225 ml active) (225 ml active) + 5% every 2 weeks The  h 50% of the users 175.000.000 tweets  92 billion of  Google+  connects to FB everyday are sent each day pages/video  botton is  6h35min per day Every user has an  views i used 5  d5 In Italy  average of 115  million  22.829.800 users followers times/day Every minute  Every minuteAndrea G © 2012 2 39,3% of 39 3% f population l ti Twitter is worldwide  are uploaded  Each day  Every minute (60 sec): and immediate  35 hours of  users  510.000 comments Gori 2.000.000 likes 2 000 000 likes (fundraising Jolie‐Pitt) ( g videos on the  p spend at  293.000 status # (hashtag) is the  platform least 6 min  136.000 photos future of “tag” in average
  6. 6. Pinterest:  Pinterest: Ther power of images Pinterest is retaining and engaging users 2‐3 times better than  Twitter was, at a similar time in Twitter’s company history , p y y 80% of Pinterest’s user base are women, 60% have attended at least  some college, 25% have a bachelor’s degree or higher Pinterest accounts for about 3.6% of referral traffic (according to  Shareaholic study), compared to 3.61% for Twitter Over 80% of Pinterest pins are ‘repins’ (content already pinned  being repinned by users)Andrea G © 2012 2 30% of Pinterest users are between 25‐34 years, 25% 35‐44 & 17%  18‐24 years old Gori American users of Pinterest spend an average of 1 hour 17 minutes  on the site
  7. 7. Andrea G © 2012 Gori 2
  8. 8. What shall we do? • Communication is a choice…  1st : Choose to communicate (implicit in the mission of a vigneron) • What should we communicate? What should we communicate? Places ‐ History ‐ People ‐ Wine • Today “if you do not know how to communicate it you might Today  if you do not know how to communicate it, you might  as well not do it” • Choose your audience Choose your audience Communicate!  If you do  Communicate! If you do not know how to do it,  • Learn the rules then make sure that others  do it for you. (blogger)Andrea G © 2012 2 Turn your consumers into explorers Gori the geo local based social newtork the geo‐local‐based social newtork has exceeded 2 million check‐ins per week
  9. 9. What are the key questions? What are the key questions? • What do I want to communicate? • Which strategy  shall we use? • Which tool should I choose according to my way of working? Which tool should I choose according to my way of working?  • Facebook • Twitter • Blog • Identify a person inside the company that takes care of the  “social communication” consistently for at least 6 months • Gather feedbacks and monitor the resultsAndrea G © 2012 2 • Facebook Insights • Twitter followers Gori • Klout score l
  10. 10. Twitter “Follow me!” “F ll !” Brief updates  Brief updates WHIC EVICE WHAT FO WHOM CH DE E W T OR W M Operators O t Smartphone S t h with news on  Blogger Pc the daily work y Links to pages of  Press interest Requests for  R t f Final users information  (not so so  from clients and  from clients andAndrea G © 2012 2 press many) Contacts with  Gori other producers
  11. 11. Facebook  Personal page or fan page “Yes we are on facebook” Yes, we are on facebook Final Fi l consumers Pc P STATUS WHIC EVICE W T WHAT HOM Customers Smartphone Everyday news  Ho.Re.Ca about work OR WH Other integrated Blogger W CH DE devices Photos ( (linked and updated p User and Friends  FO from blog and other Comments (Like) social media) A personal style of communicationAndrea G © 2012 2 Direct dialogue Gori Archive for Link to Link to contents and media
  12. 12. Personal or Institutional Blog Personal or Institutional Blog Note to self:  Under constuction?  Don’t do it! Blogger Bl Pc P Institutional I i i l WHIC EVICE W T WHAT HOM Journalists informations OR WH Enthusiasts W CH DE Stories Final customers “Important moments and moments” and  FO Photos (harvest,  bottling, etc)Andrea G © 2012 2 Tasting notes Gori Events Backstage
  13. 13. Blog vs Twitter vs Blog vs Twitter vs Facebook Ideally, you should use all three  y, y together, but having to choose: • Blogs for people who love to write and Blogs for people who love to write and  to go in depth into things, and above all  for people that have a story to tell for people that have a story to tell • Facebook for those who love pictures  and "chat with friends" and has the  d" h i hf i d " dh h time to stay in front of the PC/MAC • Twitter for those who have less time  and usually spend the day with the Andrea G © 2012 2 smartphone in the hands y p • Pinterest and flickr if you like photo and  Gori try to get to a female audience
  14. 14. Twitter case studies Twitter case studies USA Blogger Conference USA Blogger Conference In July, the power of Twitter was put on display by wine bloggers when,  over a 4 day period, 15,000 tweets carrying the #wbc11 hashtag were  over a 4 day period 15 000 tweets carrying the #wbc11 hashtag were pushed out in conjunction with the Wine Bloggers Conference in  g Virginia.  Those 15,000 tweets represented a potential 43,000,000 impressions.  Tourist organizations in Virginia, Oregon and British Columbia have  noted the positive impact hosting the bloggers conference would have  for regions by noting, among other things, their tweet production in  association with the Bloggers Conference.  i ti ith th Bl C f In 2011 Twitter and Wine cemented a strong relationship. Wineries,  retailers, promoters, wholesalers and wine associations have all jumped  retailers promoters wholesalers and wine associations have all jumpedAndrea G © 2012 2 on board and are building twitter communities to help them tell their  Gori story and sell their goods. If you were paying attention in 2011, you  story and sell their goods. If you were paying attention in 2011, you noted that 147 characters was just enough to make a wine, winemaking,  and wine selling very sexy.