1. The Business Case for Social Event Hosting

2. Thank you! A very special Thank You to Maria Ogneva at Attensity 360 for her support and insight. If you want this kind of insight for your brand or event I highly suggest you take a look at the platform and team at Attensity 360. This was a great experience and I look forward to working with them on Bonfire Interactive Media projects going forward. Sincerely,Gabriel Carrejo

4. March 12 – 13, 2010 in Napa, CA

5. Social media seminar on Friday, March 12

6. The Napa Valley Tweetup presented by Robert Mondavi Winery networking event in the To Kalon Cellar

7. Private wine tour at Hall, Chappellet, and Krupp Brothers

8. This report studies buzz created by the event and its effect on the Robert Mondavi Winery brand. We also studied the Napa Valley Tweetup in comparison to other events

9. The data set is from 2/23/10 – 3/24/105/5/2010 3

10. Methodology We considered data across Twitter, blogs, online news, online forums , and discussion boards (“All SM”) via the Attensity360 Community platform We considered Robert Mondavi Winery, other brands and competitors, the Napa Valley Tweetup event, and other competitive events

11. before The Event Improved Robert Mondavi Winery Share of Voice (All SM)

12. Share of Voice (All SM) Over time… Compared to the others that experienced large peaks and valleys over short-time periods, Napa Valley Tweetup’s Share Of Voice stayed largely consistent, as we “kept the fire burning”

13. Awareness Napa Valley ValleyTweetup was able to raise awareness, because prior to the event (3.1-3.11) its SOV was 38%, during the event (3.12-3.13) it was 42.1% and after the event, it stayed at 44.1%.

14. Share of Voice (All SM) How did the Napa Valley Tweetup presented by Robert Mondavi Winery compare to what they are saying about other events?

15. Share of Voice (All SM) Napa Valley Tweetup Compared To Other Napa Valley Events

16. Share of Voice (All SM) Over time… Napa Valley Tweetup Compared To Other Napa Valley Events

17. Share of Voice (All SM) Napa Valley Tweetup Compared To Other Napa Valley Events US them

18. Which Brand Has More Strength In All Associated Social Media Channels? Robert Mondavi Winery is strongest overall

19. RobertMondavi Winery is Strongest in Blogs and Online Forums Robert Mondavi Winery is mostly discussed on blogs, microblogs, and forums

20. Where Brand Conversations Happen While a brand like St. Supery is overwhelmingly on Twitter Robert Mondavi Winery has great distribution across blogs, microblogs, and forums

22. By engaging and creating true dialog, we were able to “keep the fire burning” and maintain consistent Share Of Voice over time.

24. Conclusions The Inaugural Napa Valley Tweetup played an important role in lifting awareness and Share of Voice for Robert Mondavi Winery With less than two months to organize and market the event, the heretofore unknown Napa Valley Tweetup presented by Robert Mondavi Winery dominated Share of Voice when compared to other, well-known events By creating more “fuel for the fire” via the content distribution network, the Napa Valley Tweetup retains Share of Voice post-event and therefore enhances awareness for the Robert Mondavi Winery Brand

25. Tweetups are good for your business If you would like more information on hosting the Napa Valley Tweetup at your venue please contact Gabriel@BonfireInteractive.net Gabriel Carrejo also hosts the Silicon Valley Tweetup with the founder, Michael Brito. For more information on how to organize an event, or to host one of Gabriel’s events, send an email to Gabriel@BonfireInteractive.net 18

26. Did you “Like” this? Facebook.com/BonfireInteractiveMedia Facebook.com/Biz360 Facebook.com/RobertMondavi Twitter.com/gabrielcarrejo Twitter.com/Biz360 Twitter.com/rmondavi_winery www.BonfireInteractive.net www.Attensity360.com www.RobertMondavi.com