Wine & Social media

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I presented this study looking at a few key drivers in the social media scape as it relates to wine. One of the interesting things I found was a stickiness to Twitter and wine than other social medias. I presented this at the Rioja Forum in Logroño in 2011.

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  • When I made this presentation I believed then and now that one of the best social medias is Twitter for wine. I had people raise their audience (this was a large audience of several hundred people) and most everyone had a Facebook account few had a Twitter account.

    Twitter offers a great depth and higher level of interest for both producer and advocate. I am a big believer in video and I think that wine videos have yet to hit their mark in terms of great viewing and click rates--it will happen.
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Wine & Social media

  1. 1. Wine and Social Media …It’s What We Have Been Waiting For James Meléndez ‘James the Wine Guy’
  2. 2. James Meléndez ‘James the Wine Guy’ Metrics at a Glance Copyright © 2011 - James Melendez
  3. 3. James Meléndez ‘James the Wine Guy’ US Wine Market Market Growth Rate v. Core Inflation -10 -5 0 5 10 15 20 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 Market Incr % core inflation % Copyright © 2013 - James Melendez Copyright © 2011 - James Melendez
  4. 4. James Meléndez ‘James the Wine Guy’ US Wine Market Total Market (USD B) Source: Gomberg-Fredrikson & Associates and Wine Institute $0.0 $5.0 $10.0 $15.0 $20.0 $25.0 $30.0 $35.0 Copyright © 2011 - James Melendez
  5. 5. James Meléndez ‘James the Wine Guy’ Source: *Gomberg-Fredrikson & Associates and Wine Institute # Nightly Business Report PBS US Wine Market The Fine Details  California wine accounted for 61% of entire US wine sales ($30 B)*  California accounted for 90% of all US domestic wines produced*  Per capita wine consumption US 5 liter* Imagine an increase of .5 liter to 1.0 liter Copyright © 2011 - James Melendez
  6. 6. James Meléndez ‘James the Wine Guy’ Wine: An Ocean of Opportunity Wine Consumers More choice  Wine regions  Varietals  Blends Copyright © 2011 - James Melendez
  7. 7. James Meléndez ‘James the Wine Guy’ Wine: Ocean of Opportunity More messages  Retailers  Traditional Wine Authorities • Well known wine personalities: Jancis Robinson, Robert Parker • Social media personalities: Gary Varneychuck  Traditional Media Wine content providers • Wall Street Journal, Wine Spectator, Syndicated media and broadcast programming  New Media content providers • Social Media Twitter, Facebook, YouTube • d. Bloggers • e. Virtual tastings • f. Apps (Apple, Android) • g. Wine sites - Snooth, Wine Enthusiast Copyright © 2011 - James Melendez
  8. 8. James Meléndez ‘James the Wine Guy’ Wine: Ocean of Opportunity More activation • A wine culture being born • More wine bars • Better wine list • Greater wine assortments • Experimentation • Increased Wine events • Self-organized wine tastings • Consumer preferences and demands being heard • Consumers are more willing to try new varietals and regions. Copyright © 2011 - James Melendez
  9. 9. James Meléndez ‘James the Wine Guy’ Wine: Ocean of Opportunity More Marketing Efforts  Established wine regions • Wines of Chile • Wines of Spain • Wines of Portugal • Austria Uncorked  Wine clubs  Advertising  Couponing Copyright © 2011 - James Melendez
  10. 10. James Meléndez ‘James the Wine Guy’ Wine: Ocean of Opportunity Wine Prescribors Who’s talking • Everyone is talking online about wine • Twitter, Facebook, YouTube • Wine curious individuals • Wine enthusiasts • Wine bloggers • Wine producers • Wine marketing trade organizations • PR firms • Well known personalities • Wine media sites Copyright © 2011 - James Melendez
  11. 11. James Meléndez ‘James the Wine Guy’ Wine and social media + = Copyright © 2011 - James Melendez
  12. 12. James Meléndez ‘James the Wine Guy’ Wine: Ocean of Opportunity The Social Media Quad Facebook, Twitter, YouTube, Blog • Leverage your site • Utilize, Engage and be ACTIVE • Create and execute a social media campaign Lessons Learned Murphy Goode “A Really Goode Job” campaign Cooperative v. Competitive Social Media Community engagement Social Media Campaign Captivate, Engagement, Cooperation Copyright © 2011 - James Melendez
  13. 13. James Meléndez ‘James the Wine Guy’ Mainline Social Media Social Media Type Feature Relationship Twitter Open 140 Character Update Follower Following Friend Facebook Semi- open Video Photo Status Update Friend Family YouTube Open Video Subscriber Subscription Friend Copyright © 2011 - James Melendez
  14. 14. James Meléndez ‘James the Wine Guy’ Twitter Study Copyright © 2011 - James Melendez
  15. 15. My Twitter Study Methodology  Examined last 5,000 followers / followings, friends  Reviewed national affiliation  State / province affiliation  City affiliation  Number of followers, following; average followers, following  Number of tweets, average number of tweets  Reviewed user for their wine, food or overall wine lifestyle identification Source: James Melendez, James the Wine Guy © 2011 Twitter Study
  16. 16. 0 500 1000 1500 2000 2500 3000 3500 4000 4500 5000 U SG e rm a n y T o ta l E n trie s M u lti-N a tio n s C h ile U K E sp a n a C a n a d aA u stra liaU n k n o w n N e w Z e a la n d In d ia Fra n ce M ex ico S o u th A frica Ita liaA rg e n tin a Followers AVG Following AVG Tweets AVG Twitter Connectedness Nation Average Follower / Following Rate Source: James Melendez, James the Wine Guy © 2011 Twitter Study
  17. 17. James Meléndez ‘James the Wine Guy’ US Australia UK Canada Italia Espana New Zealand France South Africa Argentina Chile Mexico Germany India Twitter Connectedness Nation Average Follower / Following Rate 1 2 Ring 1 - Twitter Study Ring 2 - Sysomos Copyright © 2011 - James Melendez
  18. 18. 0 500 1000 1500 2000 2500 3000 3500 4000 4500 IL TX NY FL CA OR WA PA MA VA Following Followers Tweets Twitter Connectedness US State Average Follower / Following Rate Source: James Melendez, James the Wine Guy Copyright © 2011 - James Melendez
  19. 19. 0.00 0.05 0.10 0.15 0.20 0.25 0.30 DC WA CA OR CO NY NV IL TX AZ Following & Follower Ratio Tweets Ratio Twitter Connectedness US States Follower / Following / Tweet Ratio Source: James Melendez, James the Wine Guy Copyright © 2011 - James Melendez
  20. 20. James Meléndez ‘James the Wine Guy’ 0 500 1000 1500 2000 2500 3000 3500 4000 4500 S A N FR A N C IS C ON EW YO R K N A PAS O N O M A LO S A N G ELESS EATTLEC H IC A G OLO N D O N VA N C O U V ERTO R O N TO Following Followers Tweets Twitter Connectedness City Average Follower / Following Rate Source: James Melendez, James the Wine Guy © 2011 Twitter Study Copyright © 2013 - James Melendez Copyright © 2011 - James Melendez
  21. 21. James Meléndez ‘James the Wine Guy’ Rioja, Today and Tomorrow Copyright © 2011 - James Melendez
  22. 22. James Meléndez ‘James the Wine Guy’ Rioja, First and Foremost A vision  Top of mind  An enduring wine region that fully executes ‘wines of excellence’ and equally matches to the promise of the social media frontier  A heritage wine region that every one must taste Copyright © 2011 - James Melendez
  23. 23. James Meléndez ‘James the Wine Guy’ • Notes: my copyright (James Melendez © 2011) is for all content in this present and the only exception for format of PowerPoint presentation and sponsoring logos. I have given citations for sources of information that reference. My logo is TM 2013. Copyright © 2011 - James Melendez

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