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Looking Forward - Unified Wine and Grape Symposium '10

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Looking Forward - Unified Wine and Grape Symposium '10

  1. 1. Looking Forward Philip James CEO, Snooth [email_address] January 2010
  2. 2. Snooth <ul><li>Online wine community </li></ul><ul><li>1 million monthly users </li></ul><ul><li>300,000 registered users </li></ul><ul><li>Snooth Network reaches 10M users per month </li></ul><ul><li>10,000 stores </li></ul><ul><li>2 million reviews </li></ul>
  3. 3. Harnessing the Potential <ul><li>Conversational Marketing </li></ul><ul><li>Empower your Customers </li></ul><ul><li>Leverage the Platforms </li></ul><ul><li>Wine = Lifestyle </li></ul><ul><li>Web as a Channel </li></ul>
  4. 4. Conversational Marketing <ul><li>Authentic, grassroots, open and honest – let them get to know you </li></ul><ul><li>Your customers are already doing it for/about you </li></ul><ul><ul><li>Free brand marketing </li></ul></ul><ul><ul><li>Nurture your evangelizers </li></ul></ul><ul><ul><li>Address your troublemakers </li></ul></ul><ul><ul><li>Vocal minority (1%:10%:89%) </li></ul></ul>Your existing customers collectively have 100x your reach
  5. 5. Authenticity <ul><li>Establish Permission </li></ul><ul><li>You cannot control the conversation </li></ul><ul><li>Allow users to ‘self select’ </li></ul><ul><li>Respect their channel preferences </li></ul><ul><li>Migrate users up the value chain </li></ul>Be open and honest, build trust gradually
  6. 6. Empower your Customers <ul><li>Control the message </li></ul><ul><li>Winery as “publisher” </li></ul><ul><ul><li>Bottle shots, notes, food pairings </li></ul></ul><ul><ul><li>Do not take down old content </li></ul></ul><ul><ul><li>Give users reasons to talk about you </li></ul></ul>Make it easy for your fans to promote you
  7. 7. Leverage the Platforms <ul><li>Facebook = group pages, fan clubs </li></ul><ul><li>Yelp = restaurant and winery reviews </li></ul><ul><li>Snooth = wine reviews, winery profiles </li></ul><ul><li>Twitter = “water cooler” talk </li></ul><ul><li>mySpace = band profiles </li></ul>Where are your users now?
  8. 8. Wine = Lifestyle Keystone <ul><li>Wine drinkers are passionate </li></ul><ul><li>Wine highly correlated with interest in travel, food, home etc </li></ul><ul><li>‘ Luxury’ lifestyle </li></ul>Source Snooth.com Quantcast profile Audience Also Likes: Affinity: Tap into their broader lifestyle passion points Home & Gardening 5.9x Travel News & Info 3.6x Technology 3.1x Diet & Fitness 2.9x Airlines 2.3x Online Trading 2.3x Home Improvement 2.3x Politics & Commentary 5.4x
  9. 9. Food and Wine <ul><li>Food is one of the most popular categories online </li></ul><ul><ul><li>6 of the top 100 websites globally are food/recipe sites </li></ul></ul><ul><li>Recipe sites receive 2 main asks: larger images and wine pairings </li></ul><ul><li>Wineries in a unique position to pair food with wine, not the reverse </li></ul>Where are recipes / cooking tips that work with your wines?
  10. 10. Web as a Channel <ul><li>Seeing more experimentation: </li></ul><ul><ul><li>Search volume for any specific keyword falling… </li></ul></ul><ul><ul><li>… but more different keywords than ever being used </li></ul></ul><ul><li>Demand creation (NYTimes) vs Demand fulfillment (Wine.com) </li></ul><ul><li>Research > Buying (Amazon) vs </li></ul><ul><li>Branding > Interest (Tiffany) </li></ul><ul><ul><li>What is the mission of your website? </li></ul></ul>
  11. 11. Why the web matters Web Trade events & materials Traditional marketing <ul><ul><li>Use the web to ‘romance’ your users </li></ul></ul>Customer Wants Value AND Romance Retailer • Communicates Value Winery • Communicates Romance
  12. 12. You’re doing it Right/Wrong winelvr72 @winetweets Tried the James Winery 2005 Cab and it tasted like how nails on a chalkboard sounds. WAY overoaked. Two hours ago jameswinery @winelvr72 Maybe try our 2004 Merlot? Much less oak than the 2005 but with similar complexity. Cheers! snooth.com/w/234dz Two hours ago Right: winelvr72 @winetweets Tried the James Winery 2005 Cab and it tasted like how nails on a chalkboard sounds. WAY overoaked. Two hours ago jameswinery @winelvr72 Thanks for mentioning us on Twitter! Sign up for our mailing list! http://bit.ly/5d39 Two hours ago Wrong: winelvr72 @jameswinery Marketing fail. One hour ago winelvr72 @jameswinery Didn’t know you were on Twitter – thanks for the recco. Cheers. One hour ago jameswinery Latest blog post: Bottling Day! http://bit.ly/4g9j Two hours ago randomwinelvr Ever wonder how wine gets bottled? Good post w/photos: http://bit.ly/4g9j Two hours ago jameswinery Get 15% off our latest release!!! Please RT!!!!! http://bit.ly/4g9j Two hours ago … crickets… jameswinery @winelvr72 Thanks for mentioning us on Twitter! Sign up for our mailing list! http://bit.ly/5d39 One hour ago
  13. 13. Task List <ul><li>Develop a personal connection with your users </li></ul><ul><ul><li>Club shipments, Twitter, Facebook etc </li></ul></ul><ul><li>Leverage the collective power of your users </li></ul><ul><ul><li>Reviews, tweets, social media dominance </li></ul></ul><ul><li>Your wine should be positioned as part of a lifestyle </li></ul><ul><li>Define your online objectives </li></ul>
  14. 14. Looking Forward Philip James CEO, Snooth [email_address] January 2010

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