1. DIGITAL MEDIA TECHNOLOGY & WINE
SERIES
SOCIAL MEDIA MARKETING & WINE (Yarrow)

2. #vinitaly2013
@vinitalytour
@steviekim222

3. • Alfonso Cevola, Corporate Director Fine
Wine at Glazer’s & 2012 Wine Blog
Awards Winner
• Alder Yarrow, Founder of Vinography
• Leos Tian, Director of New Food
Magazine
• Gong Dan, Senior Editor of Sh.QQ.com
• Marcello Albergoni, Sales Director Talent
Solutions, LinkedIn Italy

4. WHY SOCIAL MEDIA MATTERS
VinItaly 2013

6. Social media membership by generation (%)
SOURCE: WINE MARKET COUNCIL (US)

7. Social media membership changes 2010 to 2012 (%)
SOURCE: WINE MARKET COUNCIL (US)

8. Website visitation among core wine drinkers
PERCENTAGE OF FREQUENT OR OCCASIONAL VISITS
Winery sites 74
Wine.com 68
Other wine magazine/
56
information sites
Wine Spectator Online 50
Other wine retail sites 46
Wine Enthusiast Online 45
Blogs/Discussion sites 44
eRobertParker 25
SOURCE: WINE MARKET COUNCIL (US)

9. 2012 imported wine purchases by country and generation
PERCENTAGE HAVE PURCHASED IN LAST THREE MONTHS
SOURCE: WINE MARKET COUNCIL (US)

10. Imported wine quality ratings
PERCENTAGE OF EXCELLENT OR VERY GOOD RATINGS
France 53 37 90
Italy 51 36
Excellent
Australia 33 47 Very Good
New Zealand 31 47
Chile 34 46
Argentina 33 47
Spain 39 41
Germany 39 44
South Africa 24 47
Portugal 32 47
SOURCE: WINE MARKET COUNCIL (US)

11. Imported wine value ratings
PERCENTAGE OF EXCELLENT OR VERY GOOD VALUE
Argentina 32 41 73
Chile 31 42
Excellent
Portugal 31 40 Very Good
Australia 30 41
Italy 31 39
South Africa 26 43
France 31 37
New Zealand 30 38
Germany 27 41
Spain 25 43
SOURCE: WINE MARKET COUNCIL (US)

12. #1 MOST IMPORTANT THING

19. Click through rate on 1st page of Google results
SOURCE: STUDY CONDUCTED BY SEOMOZ.COM

20. VS.
NO CONTEST

21. Social media rank for grape varieties (past 12 months)
Name Rank Total Mentions
Chardonnay 1 696,514
Pinot Noir 2 667,352
Merlot 3 605,743
Syrah 4 488,893
Cabernet Sauvignon 5 449,122
Moscato 6 338,022
Riesling 7 284,279
Malbec 8 282,287
Zinfandel 9 219,379
Sauvignon Blanc 10 218,242
Grenache 11 88,568
Tempranillo 12 78,010
SOURCE: VINTANK

22. Social media rank for grape varieties (past 12 months)
Name Rank Total Mentions
Sangiovese 20 74751
Brunello 29 39159
Prosecco 30 34195
Barbera 35 26592
Nebbiolo 42 19994
Valpolicella 48 16497
Lambrusco 49 15911
Montepulciano 51 14956
Vermentino 60 10499
Dolcetto 71 7702
Nero d'Avola 80 5775
Delaware 81 5485
Aglianico 85 4810
Sagrantino 96 3384
Falanghina 119 2033
Grillo 126 1858
Vernaccia 136 1618
Teroldego 150 1296
Sangiovese Grosso 158 1041 SOURCE: VINTANK
Tocai Friulano 161 974

23. Social media rank for regions (past 12 months)
Name Rank Total Mentions
Italy 6 173636
Chianti 15 108829
Barolo 27 60500
Tuscany 32 51625
Prosecco 47 33905
Chianti Classico 62 25443
Brunello di Montalcino 68 23804
Asti 88 17869
Valpolicella 96 16462
Piedmont 105 15616
Marche 108 14990
Sicily 128 11999
Barbaresco 131 11578
Veneto 137 10234
Piemonte 152 9215
Sicilia 154 9185
Puglia 165 7884
Umbria 172 7497
Moscato d'Asti 177 7364 SOURCE: VINTANK
Langhe 180 7249
Alto Adige 197 6197

24. Social media rank for wineries (past 12 months)
Highest Italian
Winery?
#117 - Cavit
SOURCE: VINTANK

25. THINGS TO REMEMBER