I gave a presentation at our agency about what I’ve learned from the wine industry as it relates to social networking. In this world of “always on” our personal and professional lives tend to intersect and I share my thoughts on social networking as it relates to hobbies. Being social is about being yourself (transparency) and our hobbies don’t just run after business hours. And when you’re being social, you’re also a representative of the organization, so you can’t check your business card on the way out the building at night either. I have a brief bio online at http://shakegently.com/about

1. Wine & Social Networking
March 2009
Presented by:
Dustin Jacobsen
Technical Director, Barkley
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2. Agenda
Introduction

Cover what won’t be covered

Hobbies - everybody has ’em

Fans: you’re not alone

Fan / brand interaction

Take advantage of momentum

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3. Your presenter:
I’m a tech guy at heart

 I’m no Master Sommelier
but you probably aren’t either
There’s an information overload,

and many are great & respected
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4. The topic:
People are passionate about

their interests & hobbies
 Less marketing technobabble
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5. What won’t be covered:
Social networking 101

 Your hobby
 Work / life balance
 Internet usage during work
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6. Relevancy:
Consumers

quot;..Social networking has become a

fundamental part of the global online
experience..”
John Burbank, CEO of Nielsen Online (via)
Competition

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7. What do you want to
learn today?
Familiar with social networking &

applications?
Familiar with wine or the wine

industry?
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8. Which wine?
Why?

Region / terroir

Recommendation: retail, personal,

professional?
Research shows inconsistency

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9. Let’s cut to the news:
Tennessee Ruling Protects

Anonymity Of Bloggers (via)
Conventional Cause Marketing

Evolves Via Social Media (via)
Listen up, Marketers: The Focus

Group is Dead (via)
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10. Let’s cut to the news:
Jack in the Box feeds the social

media beast (via)
Social Networks & Blogs Now 4th

Most Popular Online Activity,
Ahead of Personal Email, Nielsen
Reports (via)
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11. I won’t bore you with
the facts, but...
There are more ways for brands
to interact with customers than
ever before (and increasing)
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12. I’m a nobody that
speaks loudly...
...But Google listens
(& loves fresh content)
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13. There are more ways to
find information than
ever before.
Just ask Google (or Yahoo, MSN..)
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14. If a tree falls in the
forrest...
...Everyone hears about it, + or -
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15. What do you really
think...
Consumer reviews are becoming
more influential
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16. And the more...
...More people reading about wine
= more people curious, interested
and excited about wine = more
people talking about wine = more
people enjoying wine.
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17. Search for...
2000 Downing Family Vineyards

Cabernet Sauvignon
the brand page

where to buy

reviews (WineLog, Snooth,

blogs, etc)
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18. Search for...
2002 Archipel Cabernet Sauvignon

where to buy

reviews (WineLog, Snooth,

blogs, etc)
brand page? bottom of page 2

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19. Search for...
La Crema wine

Twitter

Facebook

the page was fan generated...

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20. I rate this wine...
Many existing food pairing sites

Some fancier than others

I receive feedback from others on

some of my ratings
Others base purchase decisions

on my ratings (really?)
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21. Let’s compare notes:
Professionals (02 Archipel)

wine.com

Archipel

User Generated

CellarTracker

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22. Sites (to name a few):
WineLog (and others)

Wine 2.0 (LinkedIn)

Wine 2.0 (Community)

Wine 2.0 (Facebook)

Open Wine Consortium

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23. And Twitter:
...randomly bragging about your
unexceptional life
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24. Millennials:
The Millennier: Wine + Millennials

Millennials are the future of the wine industry.

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25. Take advantage of
momentum...
the Wine Library TV “empire”

Gary Vaynerchuk

600+ video episodes

books, TV appearances, etc

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26. If I was in the wine biz...
Partner with existing reviewers

including review sites, blogs

monitor for feedback (+/-)

Create avenues for interaction

Twitter, Facebook, corporate

site, video, blog, etc
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27. Some wineries &
retailers are...
Video blogging

Active on Twitter, Facebook, etc.

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28. So lets switch gears...
What if I’m not in the wine

business?
Same concepts apply

Replace “wine” with your

product, brand or hobby
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29. Avaya / Twitter:
Posted to Twitter about email

subscription problem
Contacted by Avaya CTO directly

Follow-up by CTO to confirm

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30. Inc. Magazine / Twitter:
I was their 1000th follower

Got a signed book

Tweeted about it

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31. As seen on CNN.com:
Editor found my blog

Which turned into an interview

Which turned into traffic

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32. Pick your interests..
It’s out there
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33. But focus...
And build relationships
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34. Thanks!
Dustin Jacobsen
Technical Director
Barkley
Follow:
Blog
Twitter
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