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Wine Is SocialHow new media is changing the way we
market brands.
Presented by: Paul Mabray, Chief Strategy Officer of VinTank
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THE INTERNET HAS CHANGED
THE WORLD.
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SEARCH IS THE FIBER THAT
CONNECTS THE WEB.Doug Cook ablegrape.com
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SEARCH IS THE FIBER THAT
CONNECTS THE WEB.Doug Cook ablegrape.com
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PEOPLEARE THE FIBERS
THAT CONNECT THE WEB.VinTank
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People are more
connected, withmore access to
information than
ever before.
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75,000NEW BLOGS CREATED
EVERY DAY, UPDATED TO THE
TUNE OF OVER 1.2 MILLION
POSTS PER DAY, OR OVER 18
UPDATES A SECOND.
Technorati
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WELCOME TO THE NEW WEB.
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WE ARE WITNESSING A
FUNDAMENTAL SHIFT INCOMMUNICATION AND
COMMERCE.
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THE CATALYSTS
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THE CATALYSTS
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THE CATALYSTS
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THE CATALYSTS
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THE CATALYSTS
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THE CATALYSTS
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THE CATALYSTS
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The Web Redefined.
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The Web Redefined.
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The Web Redefined.
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Anything that can be
delivered digitally willchase its way to free.
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WHATARE THE COMPONENTS
OF THE NEW INTERNET?
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INTERACTIVE
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CONNECTED
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FAST
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MEASURABLE
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AND MOBILE.
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Most importantly, thenew internet has given
your customers more
power than ever.
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PEOPLE CAN CONNECT,
UPDATE, COMPLAIN OR PRAISE
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Anytime, anywhere.
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TECHNOLOGY IS
SHIFTING THE POWER
AWAY FROM THEEDITORS, THE
PUBLISHERS, THE
ESTABLISHMENT, THEMEDIA ELITE. NOW ITS
PEOPLE WHO ARE IN
CONTROL.
R rt M r c
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THIS IS POWERFUL.
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BUT, IS THIS NEW MEDIA
EFFECTIVE?
i.e. Does it make money?
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3,279,102 friends 620,359 friends
1,043,850 friends 218,172 friends
1,824 videos uploaded
Channel Views:20,024,491
330 videos
uploaded
Channel Views:
2,221,268
151,206 followers 4, 848 Followers
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$360million
$639million
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$360million
$639million
Overall funds raised during the 2008 campaign.
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AFTER PALIN DISPARAGED
OBAMAS PAST WORK AS A
COMMUNITY ORGANIZER, HE
RAISED $10M WITHIN 24 HOURS.
MOST OF IT ONLINE.
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NEW MEDIA IS EXTREMELY
EFFECTIVE FOR BRANDING,MARKETING AND PUBLIC
RELATIONS
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So, whats in this for wine?
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With unlimited choices in the
market, how can you get them
to talk about your brand?
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13,460
16th
59,748
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13,460
16th
59,748
Conversations about Argentine wine
Rank of Argentina as a region inonline conversations
Conversations about Malbec
8000
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0
1000
2000
3000
4000
5000
6000
7000
8000
Dec-05 Jan-06 Feb-06 Mar-06 Apr-06 May-06 Jun-06
ArgentinaConversations
MalbecConversations
MendozaConversations
Online Wine
Conversations
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Online Wine Conversations
Blogs
MicroblogsForums
Tasting Notes
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250,00030,000
1,000s
Products produced Annually
Products reviewed by professionals
Dedicated wine blogs
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250,00030,000
1,000s
Products Reviewed Annually
Products reviewed by professiona
Dedicated wine blogs
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250,00030,000
1,000s
Products Reviewed Annually
Products reviewed by professiona
Dedicated wine blogs
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250,00030,000
1,000s
Products Reviewed Annually
Products reviewed by professiona
Dedicated wine blogs
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850,000 followers on Twitter
Nearly 90,000 viewers per day of his
vlog, Wine Library TV Million dollar book deal
NYTimes, Amazon.com bestseller
$80 million retail, half on Internet
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40+ Wine Social Networks
50+ Wine iPhone Apps
200+ Wine Portals
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40+ Wine Social Networks
50+ Wine iPhone Apps
200+ Wine Portals
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Distribution has all butended as a viable sales
channel for small wineries.Rob McMillan
Founder, Wine Division, Silicon Valley Bank
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NO LONGER IS IT ENOUGH TO
MAKE AND SELL WINE ANDTHEN EXPECTTHE WORLD TO
BEATA PATH TO YOUR DOOR.
(WELL, UNLESS YOURE LAFITE IN CHINA, THAT IS.)Steve Heimoff Wine Enthusiast
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CUSTOMERS
RECOMMEND BRANDS.
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FOR PEOPLE 40 YEARS AND
YOUNGER, 70% OF THECONTENTTHEY READ HAS
BEEN WRITTEN BY
SOMEBODY THEY KNOW.*
68*Forrester
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WHERE SHOULD YOU BE?
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FISH WHERE THE FISH ARE
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FISH WHERE THE FISH ARE
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110,000 Users
Roughly 1.5 million tasting
notes.
110,000 Users
Roughly 1.5 million tasting
notes.
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NEW MEDIA IS JUST 1(ONE, UNO, EINS, UN, ICHI,)
COMMUNICATION CHANNEL.
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Dont expect immediate sales
payoff, but you can expectuptake in discussions.
Again, brand building is not
the same as sales.
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What makes success in SM?
1) Listen
2) Be Authentic
3) Be Transparent
4) Engage
5) Care
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THANK YOU
Email: [email protected]
Twitter: @pmabray
Facebook: www.facebook.com/V
inTank