Social Media Marketing in the American and French wine industry in 2012

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Every year, for the past three years, ABLE has been conducting surveys on Social Media in the American and French wine industries. This year survey was conducted in October 2012 and analyzes the impact of social media marketing on the world of wine, and compares how two key players (France and the United States) are embracing new technology. Results were presented during the 2012 European Wine Blogger Conference in Izmir.

Social Media Marketing in the American
and French wine industry in 2012
Survey conducted in October 2012 by
ABLE Social Media Marketing
Pierrick Bouquet
pierrick@ablesocial.com
@pierrickbouquet

Methodology

• Survey conducted in France since 2010, and in
the US since 2011
• Duration: 1 month - Hosted online
• 8,212 emails sent to American wineries
– 165 completed surveys
• 8,380 emails sent to French wineries
– 200 completed surveys

Wine production of surveyed wineries
(in cases of 12 bottles)
45%
37%
31%
25%
21%
14% 12%
6% 7%
3%

France USA

Is your winery on Facebook?
94% 94%

61%
53%
41%

2010 2011 2012
France USA

How many Facebook fans do you
have?

40% 40%
36%

28%
23%

13%
9% 11%

<100 100-500 500-1000 1000>
France USA

Time spent per day managing social
networks

More than 1 hour 16%
6%

1 hour 24%
11%

Less than 1 hour 53%
49%

I do not post on a daily basis 7%
35%

US France

37% of American wineries use
Facebook ads
37%

30%

France
USA
10%
8%

2011 2012

Who manage your social networks?

The winemaker 15%
22%

Tasting Room Manager 13%
6%

Marketing Manager 29%
13%

Social Media Manager 14%
8%

US France

Benefits of using Facebook
I capture media’s attention 28%
36%

I generate sales 31%
7%

I drive people to my winery 54%
26%
I maintain relationships with my 82%
customers 60%

I promote events 83%
62%

I create awareness for my winery 90%
70%

USA France

Comparison real benefits / expected
benefits of using Facebook(French wineries only)

I capture media’s attention 23%
36%

I generate sales 34%
7%

I drive people to my winery 30%
26%
I maintain relationships with my 55%
customers 60%

I promote events 38%
62%

I create awareness for my winery 70%
70%

Not on Facebook On Facebook

Difficulties on Facebook

19%
It requires too much time
55%

I am having difficulties creating interesting 21%
content to post 17%

I find it difficult growing my community of 24%
fans 28%

I find it difficult to track effectiveness and 46%
return on investment 36%

USA France

I will increase my activity on Facebook
in the coming year
72%
69%
61%
58%

2011
2012

France USA

Is your winery on Twitter?
73% 75%

48%
41%

9%

2010 2011 2012
France USA

How many Twitter followers do you
have?

52%

33%
28% 30%
23%
19%

7% 9%

<100 100-500 500-1000 1000>
France USA

Benefits of Twitter vs. Facebook
(US only)
Trade/Media
I engage with my trade clients 24%
41%
I capture media’s attention 28%
36%
I generate sales 31%
15%
I drive people to my winery 54%
37%
I maintain relationships with my… 82%
53%
I promote events 83%
59%
I create awareness for my winery 90%
77%

Consumer Facebook Twitter

Difficulties on Twitter

25%
It requires too much time
56%

I am having difficulties creating interesting 29%
content to post 26%

I find it difficult growing my community of 28%
followers 30%

I find it difficult to track effectiveness and 38%
return on investment 30%

USA France

I will increase my activity on Twitter in
the coming year
67%
61%

50%
45%

2011
2012

France USA

Tourism networks adding value to your
winery
I do not use any of these networks 28%
65%

Vinogusto 0%
17%

Foursquare 23%
4%

Google Places 25%
10%

TripAdvisor 31%
15%

Yelp 52%
1%

USA France

Media networks adding value to your
winery

I do not use any of these 53%
networks 55%

Picasa 4%
12%

Flickr 8%
8%

Instagram 15%
9%

YouTube 34%
36%

USA France

Wine networks adding value to your
winery
I do not use any of those networks 52%
61%

Vintank 8%
1%

CellarTracker 17%
9%

Vinogusto 20%

Snooth 18%
8%

Wine-Searcher.com 22%
20%

US France

Merci!

Download this presentation at
http://ablesocial.com/market-research/

Questions?
Email me at pierrick@ablesocial.com
Tweet me @pierrickbouquet

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Social Media Marketing in the American and French wine industry in 2012

1. Social Media Marketing in the American and French wine industry in 2012 Survey conducted in October 2012 by ABLE Social Media Marketing Pierrick Bouquet pierrick@ablesocial.com @pierrickbouquet

2. Methodology • Survey conducted in France since 2010, and in the US since 2011 • Duration: 1 month - Hosted online • 8,212 emails sent to American wineries – 165 completed surveys • 8,380 emails sent to French wineries – 200 completed surveys

3. Wine production of surveyed wineries (in cases of 12 bottles) 45% 37% 31% 25% 21% 14% 12% 6% 7% 3% France USA

4. Is your winery on Facebook? 94% 94% 61% 53% 41% 2010 2011 2012 France USA

5. How many Facebook fans do you have? 40% 40% 36% 28% 23% 13% 9% 11% <100 100-500 500-1000 1000> France USA

6. Time spent per day managing social networks More than 1 hour 16% 6% 1 hour 24% 11% Less than 1 hour 53% 49% I do not post on a daily basis 7% 35% US France

7. 37% of American wineries use Facebook ads 37% 30% France USA 10% 8% 2011 2012

8. Who manage your social networks? The winemaker 15% 22% Tasting Room Manager 13% 6% Marketing Manager 29% 13% Social Media Manager 14% 8% US France

9. Benefits of using Facebook I capture media’s attention 28% 36% I generate sales 31% 7% I drive people to my winery 54% 26% I maintain relationships with my 82% customers 60% I promote events 83% 62% I create awareness for my winery 90% 70% USA France

10. Comparison real benefits / expected benefits of using Facebook(French wineries only) I capture media’s attention 23% 36% I generate sales 34% 7% I drive people to my winery 30% 26% I maintain relationships with my 55% customers 60% I promote events 38% 62% I create awareness for my winery 70% 70% Not on Facebook On Facebook

11. Difficulties on Facebook 19% It requires too much time 55% I am having difficulties creating interesting 21% content to post 17% I find it difficult growing my community of 24% fans 28% I find it difficult to track effectiveness and 46% return on investment 36% USA France

12. I will increase my activity on Facebook in the coming year 72% 69% 61% 58% 2011 2012 France USA

13. Is your winery on Twitter? 73% 75% 48% 41% 9% 2010 2011 2012 France USA

14. How many Twitter followers do you have? 52% 33% 28% 30% 23% 19% 7% 9% <100 100-500 500-1000 1000> France USA

15. Benefits of Twitter vs. Facebook (US only) Trade/Media I engage with my trade clients 24% 41% I capture media’s attention 28% 36% I generate sales 31% 15% I drive people to my winery 54% 37% I maintain relationships with my… 82% 53% I promote events 83% 59% I create awareness for my winery 90% 77% Consumer Facebook Twitter

16. Difficulties on Twitter 25% It requires too much time 56% I am having difficulties creating interesting 29% content to post 26% I find it difficult growing my community of 28% followers 30% I find it difficult to track effectiveness and 38% return on investment 30% USA France

17. I will increase my activity on Twitter in the coming year 67% 61% 50% 45% 2011 2012 France USA

18. Tourism networks adding value to your winery I do not use any of these networks 28% 65% Vinogusto 0% 17% Foursquare 23% 4% Google Places 25% 10% TripAdvisor 31% 15% Yelp 52% 1% USA France

19. Media networks adding value to your winery I do not use any of these 53% networks 55% Picasa 4% 12% Flickr 8% 8% Instagram 15% 9% YouTube 34% 36% USA France

20. Wine networks adding value to your winery I do not use any of those networks 52% 61% Vintank 8% 1% CellarTracker 17% 9% Vinogusto 20% Snooth 18% 8% Wine-Searcher.com 22% 20% US France

21. Merci! Download this presentation at http://ablesocial.com/market-research/ Questions? Email me at pierrick@ablesocial.com Tweet me @pierrickbouquet

Editor's Notes

France 30% increase 2010 to 201115% increase 2011 to 201250% increase from 2010 to 2012USA vs. France Almost all wineries surveyed have a Facebook page
32% of French wineries sell wine on their site80% of US wineries sell wine on their site
FranceSmall progression on Twitter
Twitter better for trade purposes

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