1.
Social Media, Wine and Context

2.
What People Think I Do

3.
What I Think I Do

4.
What I Really Do

5.
Take That NSA

6.
Some hard hittin’
stats
• An average of 2.5 million organic conversations
about wine per day
• 450K new people talking about wine on social
media every month
• In the last 5 years we analyzed 1 Billion
conversations on social media and retained 60M
“quality” conversations
• Over 30 million people profiled that mentioned
wine 1x on SM

7.
Turn Data Into Contextual Intelligence
• Interest Graph + Interaction Graph + Identity
Graph + Recency Graph + Commerce Graph +
User Context = True Customer Understanding

8.
The Most Competitive Wine
Market in Human History

9.
Great wine from EVERYWHERE

10.
Great wine from EVERYWHERE
2002 Chaupi Estancia
Palomino Fino
Yaruqua, Ecuador

11.
Telling the same story

12.
44% of our
customers media
consumption is
digital.
2014 Federal Trade
Commission Report
– 7.9% of our
marketing dollars is
spent on digital.

13.
An average winery gets 2 – 20
organic mentions per week
Over 80% of those go unanswered

14.
A wine meme is like junk food, tastes good at the time but
it’s full of empty calories.

15.
Why is this so hard

16.
Why is this so hard

17.
The Speed of Innovation

18.
Stupid is Viral

19.
Social Media is the thin connection with
customers between the strong ones.

20.
Social is a public 1:1 two-way
conversation.

21.
ROI

22.
#proof
“An extra half-star on Yelp reduces reservation
availability by approximately 19 percentage
points.” - The Economic Journal, 5 October 2011

23.
ROI

24.
Wine
consumers
now self
identify

25.
Our customer interactions are myopic

26.
I am the sum of my parts
Foodspotting
Pmabray
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Paul M.
Paul Mabray
Twitter
@pmabray
Facebook
Paul Mabray
Google +
pemabray

27.
Texture aka Context is Everywhere

28.
The customer is the

29.
Search is the fiber that connects the
web . . . Doug Cook – Ablegrape.com

30.
Service is the new pillar of marketing

31.
The Steak Heard Around the World

32.
The Steak Heard Around the World

33.
Joshie the Giraffe

34.
Joshie the Giraffe
The last fast-
talking speaker
already talked
about Joshie.

35.
West Jet Christmas

36.
West Jet Christmas

37.
Old Spice

38.
THANK YOU
paul@vintank.com
@pmabray