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Wine And Social Media

Wine And Social Media. An industry analysis for your wine brand. Image:T in DC. The hottest new pairing. An experiential product. Considered to be the most social of beverages, social media takes the wine drinking experience to a whole new level. Image: AI404. A year ago.

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Wine And Social Media

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  1. Wine And Social Media An industry analysis for your wine brand Image:T in DC The hottest new pairing

  2. An experiential product Considered to be the most social of beverages, social media takes the wine drinking experience to a whole new level. Image: AI404

  3. A year ago It’s a little different now...

  4. Today, it’s a whole new world Image: Omar-G

  5. Let’s blog about it 1,290 U.S. Wine blogs 586 U.S. Wineries have blogs California and Oregon have the most winery blogs Influential wine blog: www.1winedude.com 1wine Dude blog traffic 24 blog posts just in December with 366 comments Ranked number 1 on Postrank for social engagement

  6. CA Wineries on Facebook 230 wineries in CA have a Facebook page 703 average number of fans Barefoot Wine & Bubbly has over 20,000 fans

  7. Facebook: Examples of Winery Engagements

  8. What are they doing on Facebook? Note: Results from 12/13/2009 – 1/13/2010

  9. What are fans saying? Note: results from 12/13/2009 – 1/13/2010

  10. Best practices: Duplin Winery Communicate and receive direct feedback from fans

  11. Best practices: Wollersheim Winery Sharing your wine-making process and methods is a good way to get people talking about your wines  Peak interest by sharing pictures and updating your fans on process.

  12. Best practices: Murphy-Goode Winery • Share experiences and give wine pairing tips. • Catch consumers’ interests and curiosity • Create more demand for Zinfandel wine

  13. Interesting Twitter Trends • 123 Wineries have Twitter accounts • 56,027 Tweets by wineries • 1,352 Ave. # of followers #Winewednesday: Twitter weekly event -Twitter wine community sharing wine recommendations and information.

  14. Virtual Wine Tasting Events • www.cellartracker.com • 8,429 Tasting Events in total • 205 in December 09 • 27 Virtual Tasting Events • events.linkedin.com • 919 Tasting Events in total • 68 in Jan 2010 • 23 Virtual Tasting Events

  15. Virtual Wine Tasting: www.tastelive.com • 97 Total mentions • 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” • 5 virtual wine tasting events on Dec 2010

  16. What’s happening on Youtube? Uploaded “wine” videos (12/1/2009 – 12/31/2009) Winery channels

  17. Example Winery channel: Top Video Content: “A Man fishes for Black Drum and puts together an awesome dish with his catch, paired with Firestone 2007 Riesling!   “ Total views: 1,229 Total channel views: 11,595 Total uploads: 29 Total upload views: 23,970 Joined: June 24, 2009 Pos: “It makes my mouth water!!!!! The Black Drum and the Firestone 2007 Riesling - YUMMY! Way to go Jay!”

  18. 5 Popular Grapes Discussed in December

  19. Why is there such a jump in the number of Chardonnay conversations at the end of the month?

  20. Wine & Holidays *keyword cloud from 12/28 to 12/31 25% of conversations talked about choosing Chardonnay for New Year’s. Only 18% talked about drinking Chardonnay on Christmas Eve. Whereas, 27% talked about Merlot for Christmas Eve

  21. Where are the conversations happening? • Top States: • New York: 7,006 results (29%) • California: 2,270 results(9%) • Washington: 567 results (2%) Top 100 authors show an average of 17 posts per month

  22. Men are posting more about wine than women * Men talk about (in order): Chardonnay-Pinot-Merlot-Cabernet-Zinfandel * Women talk about (in order): Chardonnay-Merlot-Pinot-Zinfandel-Cabernet

  23. Top states for wine conversations Different States emphasize different grapes (in order) New York: Chardonnay-Merlot-Cabernet-Pinot-Zinfandel Cali: Chardonnay-Merlot-Pinot-Zinfandel-Cabernet Washington: Zinfandel-Cabernet-Chardonnay-Merlot-Pinot

  24. Regional Conversations differ… • Chardonnay in California • Many Californians talk about pairing Chardonnay with various foods: • “Enjoying some pre-dinner snacks at in-laws in Phoenix with some #RodneyStrong Chardonnay and Brie #cheese: an excellent combination” • “Crisp Salmon with Citrus Avocado Salad…And who knew that this dish was a spot on pairing with a lemon creamy California Chardonnay?” • Zinfandel in Washington • When Washingtonians talk about Zinfandel, they usually also mention cooking related topics: • “Home made chili served with a green salad and corn bread paired with Zinfandel” • They are also mentioning/comparing with Syrah: • “Zinfandel is actually a much lighter varietal than Syrah” • Merlot in New York • When talking about Merlot, New Yorkers often compare with Cabernet: • “try cabernet or merlot if u like red wine. They r smooth.” • “@strangerdaze13 @scoslow is quite buzzed. In my research merlot should only be stored 4 years. So this red is a bit biting-less flavorful.”

  25. New Media Influencers Social media is now the top activity on the web, even overtaking porn. New Media Traditional • 78% of consumers trusts their peers • much more than companies or ads • The top 20 wine bloggers in aggregate have a larger audience than the Wine Spectator online. • 34% of bloggers post opinions about products and brands • 54% blog or tweet daily

  26. Thank you For more information please contact: Cinde Dolphin 916-768-1690 Cinde.dolphin@marketingformavericks.com

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