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Lift9 - Wine And Social Media


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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 /><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 /><br /><ul><li> 8,429 Tasting Events in total
  17. 17. 205 in December 09
  18. 18. 27 Virtual Tasting Events</li></ul><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:<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 /><br />

Editor's Notes

  • Also mention Murphy Goode wine blogger contest and Rick Bakas
  • Get Engaged: Share interesting and relevant topics. Write a blog post in response to someone else. Leave a comment on a blog. Other influential blogs: (Gary Vaynerchuk) out to influential bloggers by sending them samples, pr news and engage on posts. Wineries can strengthen their brand awareness by having these people blog about their products. Wineries can also collect direct feedback to recognize trends. Social media research can also assist with monitoring your competitors.
  • Sonoma and Napa Valley lead.Barefoot Wine & Bubbly – most fans on facebook (20,144)Facebook – communication channel for:Customers (fans): sharing favorite wines, questions on locations, tasting events and etc.Winery: information on upcoming events, virtual tasting, wine contests, PR articles and answers to distribution locations, etc.Excel on Facebook by:Participating more with fans’ posts/discussionsOffering informative Wine reviewsOffering exclusive discountsSetup rewards for:Wine reviews contestVoting for favorite winesGenerate more discussions:Share wine pairing info: food, sauces, snacks and etc.Engage with feedback on distribution locationsIdentify hot topics/trends; post questionsPost wine recipes/cocktailsMention any green methods of making winesPhotos/Videos should be used more for:Virtual tasting eventsWine clubs’ activities (charity, etc.)Wine-making processes
  • Lots of questions about where to buy their wines!!
  • Duplin Winery has 7,328 fans.They engage on wall by posting:Event invitationsNew winesThank you’s to fans Distribution infoPR articles
  • *stats pulled from on 1/11/10
  • Talking points ideas: Wine Tasting: “an event that unites a geographically dispersed community (scattered all over the country/globe) of wine lovers to taste wine & share/post/twitter their individual thoughts on website/blog/forum.”
  • Influential website for wineries to promote their online wine tasting events
  • Youtube is an effective channel to show wineries’ personality. This is especially important for those wineries that offer tour packages.
  • “Pairing food with wines” videos are a good way to increase # of viewsWineries should create theirown youtubechannel to market new products and events. Also, monitor comments to gain direct feedback. Engage to increase positive sentiment.
  • Date range: 12/1/09 – 12/31/09
  • Social media wine community is very active.
  • Females are mentioning more cooking related topics with wine than men.