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Lift9 - Wine And Social Media

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An analysis of the impact of social media on the wine industry.

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Lift9 - Wine And Social Media

  1. 1. Wine And Social Media<br />The hottest new pairing<br />An industry analysis from Lift9<br />Image:T in DC<br />
  2. 2. An experiential product<br />Considered to be the most social of beverages, social media takes the wine drinking experience to a whole new level.<br />Image: AI404<br />
  3. 3. A year ago<br /><ul><li>When we thought of social media and wine, we thought of GaryVee.</li></ul>It’s a little different now...<br />
  4. 4. Today, it’s a whole new world<br />Image: Omar-G<br />
  5. 5. Let’s blog about it<br />1,290 U.S. Wine blogs 586 U.S. Wineries have blogs<br />California and Oregon have the most winery blogs<br /> Influential wine blog: <br />www.1winedude.com<br />1wine Dude blog traffic <br />24 blog posts just in December with 366 comments<br />Ranked number 1 on Postrank for social engagement<br />
  6. 6. CA Wineries on Facebook<br />230 wineries in CA have a Facebook page<br />703 average number of fans<br />Barefoot Wine & Bubbly has over 20,000 fans<br />
  7. 7. Facebook: Examples of Winery Engagements<br />
  8. 8. What are they doing on Facebook?<br />Note: Results from 12/13/2009 – 1/13/2010<br />
  9. 9. What are fans saying?<br />Note: results from 12/13/2009 – 1/13/2010<br />
  10. 10. Best practices: Duplin Winery<br />Communicate and receive direct feedback from fans<br />
  11. 11. Best practices: WollersheimWinery<br />Sharing your wine-making process and methods is a good way to get people talking about your wines<br /> Peak interest by sharing pictures and updating your fans on process. <br />
  12. 12. Best practices: Murphy-Goode Winery<br />Share experiences and give wine pairing tips. <br /><ul><li>Catch consumers’ interests and curiosity
  13. 13. Create more demand for Zinfandel wine</li></li></ul><li>Interesting Twitter Trends<br /><ul><li>123 Wineries have Twitter accounts
  14. 14. 56,027 Tweets by wineries
  15. 15. 1,352 Ave. # of followers</li></ul>#Winewednesday: Twitter weekly event -Twitter wine community sharing wine recommendations and information.<br />
  16. 16. Virtual Wine Tasting Events<br />www.cellartracker.com<br /><ul><li> 8,429 Tasting Events in total
  17. 17. 205 in December 09
  18. 18. 27 Virtual Tasting Events</li></ul>events.linkedin.com<br /><ul><li> 919 Tasting Events in total
  19. 19. 68 in Jan 2010
  20. 20. 23 Virtual Tasting Events</li></li></ul><li>Virtual Wine Tasting: www.tastelive.com<br />97 Total mentions <br /><ul><li>TasteLive! - Online wine and beer tasting community- using social media tools -Twitter, Facebook, Blog to “create a community that brings together consumers, bloggers, press, suppliers, brewers and winemakers across the world together to share in their favorite beverage”
  21. 21. 5 virtual wine tasting events on Dec 2010</li></li></ul><li>What’s happening on Youtube?<br />Uploaded “wine” videos <br />(12/1/2009 – 12/31/2009)<br />Winery channels<br />
  22. 22. Example Winery channel:<br />Top Video<br />Content: “A Man fishes for Black Drum and puts together an awesome dish with his catch, paired with Firestone 2007 Riesling!   “<br />Total views: 1,229<br />Total channel views: 11,595<br />Total uploads: 29<br />Total upload views: 23,970<br />Joined: June 24, 2009<br />Pos:“It makes my mouth water!!!!! The Black Drum and the Firestone 2007 Riesling - YUMMY! Way to go Jay!” <br />
  23. 23. 5 Popular Grapes Discussed in December<br />
  24. 24. Why is there such a jump in the number of Chardonnay conversations at the end of the month?<br />
  25. 25. Wine & Holidays<br />*keyword cloud from 12/28 to 12/31<br />25% of conversations talked about choosing Chardonnay for New Year’s. <br />Only 18% talked about drinking Chardonnay on Christmas Eve.<br />Whereas, 27% talked about Merlot for Christmas Eve<br />
  26. 26. Where are the conversations happening?<br />Top States:<br />New York: 7,006 results (29%)<br />California: 2,270 results(9%)<br />Washington: 567 results (2%)<br />Top 100 authors show an average of 17 posts per month<br />
  27. 27. Men are posting more about wine than women<br />* Men talk about (in order): Chardonnay-Pinot-Merlot-Cabernet-Zinfandel<br />* Women talk about (in order): Chardonnay-Merlot-Pinot-Zinfandel-Cabernet<br />
  28. 28. Top states for wine conversations <br />Different States emphasize different grapes<br />(in order)<br />New York: Chardonnay-Merlot-Cabernet-Pinot-Zinfandel<br />Cali: Chardonnay-Merlot-Pinot-Zinfandel-Cabernet<br />Washington: Zinfandel-Cabernet-Chardonnay-Merlot-Pinot<br />
  29. 29. Regional Conversations differ…<br />Chardonnay in California<br /><ul><li>Many Californians talk about pairing Chardonnay with various foods:</li></ul>“Enjoying some pre-dinner snacks at in-laws in Phoenix with some #RodneyStrong Chardonnay and Brie #cheese: an excellent combination”<br />“Crisp Salmon with Citrus Avocado Salad…And who knew that this dish was a spot on pairing with a lemon creamy California Chardonnay?”<br />Zinfandel in Washington<br /><ul><li>When Washingtonians talk about Zinfandel, they usually also mention cooking related topics:</li></ul>“Home made chili served with a green salad and corn bread paired with Zinfandel”<br /><ul><li>They are also mentioning/comparing with Syrah:</li></ul>“Zinfandel is actually a much lighter varietal than Syrah”<br />Merlot in New York<br /><ul><li>When talking about Merlot, New Yorkers often compare with Cabernet:</li></ul>“try cabernet or merlot if u like red wine. They r smooth.”<br />“@strangerdaze13 @scoslow is quite buzzed. In my research merlot should only be stored 4 years. So this red is a bit biting-less flavorful.” <br />
  30. 30. New Media Influencers<br />Social media is now the top activity on the web, even overtaking porn.<br />Traditional<br />New Media<br />78% of consumers trusts their peers <br /><ul><li> much more than companies or ads</li></ul>The top 20 wine bloggers in aggregate have a larger audience than the Wine Spectator online. <br />34% of bloggers post opinions about products and brands<br />54% blog or tweet daily<br />
  31. 31. Thank you<br />For more information<br />please contact:<br />Warren Sukernek<br />206.601.1610<br />warren.sukernek@lift9.com<br />
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An analysis of the impact of social media on the wine industry.

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