1. mLearnCon
Digital Wine:
Sales and Consumer Education Via Mobile
June 16, 2010

2. Agenda
+ Mobile learning to increase knowledge and
drive business
+ Introduction/ history/ background/ etc.
+ Wine
+ Process and approach
+ Creativity and innovation
+ Mobile iteration 1(a,b,c...) and 2
+ Mobile and web
+ Apps
+ Current / Next / Future...
+ Discussion/ Q+A

3. Introduction
+ Robert Hennigar
+ Director of Education, Constellation Wines U.S.

4. History
+ RMW (7)
+ In-market/ winery education
+ IEU (4+)
+ On-line
+ CAOW (3)
+ In-market
+ On-line
+ Social
+ Mobile!

5. Our Business
+ Largest premium wine company
+ Approximately 45 million annual case sales
(U.S.) 17 wineries in the U.S.

6. Background
+ When everyone is making good wine...
+ Stimulate interaction and engagement
+ Develop and deliver effective content that
helps people learn and communicate the
stories of our wines.
+ When they need to know -> Mobile

7. De-mystify Wine
+ Increase the "pull" for CWUS products
+ A learning partner
+ Provide socially meaningful value to people/
communities/ partners

8. Our Team
+ Strategy - small
+ 7
+ Content experts...
+ 2 MW's
+ 2 Field Educators (FWS too)
+ 1 Instructional Developer
+ 1 Coordinator
+ RH

9. Our Team
+ SME's...

10. Our Audiences
+ Internal
+ 2,500+

11. Our Audiences
+ Trade
+ 25,000+

13. Our Audiences
+ Consumers
+ ?

14. Blended Learning Approach

15. Wine...

16. And More

17. And More

18. + Story

19. Inniskillin Ice Wine

20. Why Mobile?
+ Initial audience - Sales
+ Always in motion
+ Binder
+ Version control

21. Why Mobile?
+ Initial audience - Sales
+ Always in motion
+ Binder
+ Version control
+ Trends
+ Pace of mobile adoption
+ Pace of mobile innovation
+ 3G/ social/ video/ audio/ devices
+ Reach

22. Why Mobile?
+ Initial audience - Sales
+ Always in motion
+ Binder
+ Version control
+ Trends
+ Pace of mobile adoption
+ Pace of mobile innovation
+ 3G/ social/ video/ audio/ devices
+ Reach
+ JIT Learning
+ when you need it = value

23. Approach
+ Divergent -> convergent thinking
+ "Building up"
+ Rapid
+ Low-cost
+ Prototyping - "build to think"

24. Rapid Development

25. + Iterative - cyclical, time or money...

26. + v.1

27. Mobile v.1
+ Original version
+ http://www.old.aowmobile.com
+ Internal need - Sales job aid

28. Mobile v.1
+ "Prototype"
+ Needed flexiblity
+ Low-cost development tools
+ Multiple iterations
+ Added different forms of content
+ Wine Profiles...

29. Mobile v.1

30. Mobile v.1

31. Additions...
+ Audio files
+ Podcasts, wine pronunciations
+ Regional profiles
+ Wine 101
+ Project Genome
+ Fine Wine, Fine Service
+ And more...

32. Tools
+ Adobe CS4
+ Dreamweaver (.css)
+ Photoshop
+ Illustrator
+ Google Analytics
+ Media Temple Hosting
+ No IT

33. Mobile v.1 - What We Learned
+ Successful
+ Why not an App?
+ Dynamic content
+ Updating/ adding more
+ Flexibility
+ Low-cost, low-res prototype
+ Feedback - valued, excitement, interest
+ Analytics...

34. Analytics

35. Analytics

36. Mobile v.1 - What We Learned
+ Successful
+ Low-cost, low-res prototype
+ Feedback - valued, excitement, interest
+ Analytics
+ Extensible and flexible
+ Vision - distributed authoring...
+ Content creation and updating
+ DreamWeaver required all editors to have licenses
+ Fixed location
+ Solid prototype
+ Need for additional authoring capacity

37. + v.2

38. Mobile v. 2

39. Mobile v. 2
+ Your turn...
+ http://www.aowmobile.com
+ Find the "Profiles -> Wine Profiles" link
+ Select the "Simi Winery -> Vineyard Designate
link
+ Choose the Simi 2006 Landslide Cabernet
Sauvignon link
+ Where is the Landslide Vineyard located?
+ Where does the vineyard get its name from?

41. Mobile v. 2
+ Your turn...
+ http://www.aowmobile.com
+ Media->Pronunciations...

42. + Web/Mobile

43. Web and Mobile

44. + Discussion

45. + Current / Next / Future

46. Current/ Next/ Future
+ Wine education courses 150+
+ Create consumer - "pull"
+ Address their interests/ needs, desire to know...
+ Retail
+ Restaurant
+ CRM
+ Web
+ Social/ discovery
+ Invert the development model

47. Courses

48. Retail Location
+ Provide consumers with knowledge and
communication at the point of purchase
+ Performance improvement and education

49. Simple - SMS/ MMS

50. QR Codes - Web/ Video

51. QR Codes - Web/ Video

52. Barcode Scanning - "Shopper"/ "Red Laser"

53. Mobile Search
+ Product information without code scanning

54. Digital Coupons
+ Intel/ efficiency through reduced costs
+ CRM data gathering

55. Retail Mobile - Working With Partners

56. Location-Based/ Augmented Reality
+ Direct consumers to outlets in their vicinity
while simultaneously providing information
about our products

57. Geo-Position Promotion Alerts
+ $12.7 B by 2014 (Juniper Research)

58. Retail Mobile - Connect More Deeply
+ Opportunity to extend the purchase
experience (wine club)
+ Create communities of purchasers with
similar interests
+ Social - ratings/ comments
+ Provide service and support

59. Restaurant
+ The "Wine List"

60. Restaurant

61. Restaurant
+ Personal rating system ->social
+ CRM?
+ Geo-position promotion alerts
+ Waitstaff education and customer support
+ modules...

62. Apps... (some ideas)
+ what is wine, and how is it made? (fermentation, process, aging...)
+ what is special about wine? - History of, complexity, aromas, etc.
+ factors affecting wine style, quality and price
+ how to read a wine label - what does the information mean?
+ how to select, how to help someone choose, a wine at retail
+ how to store wine properly
+ how to taste -sight, aromas, faults, taste
+ primary tastes in wine - acid, sweet, tannin, oak
+ terminology of wine
+ how to read a wine list/ choose a wine in a restaurant
+ how to pair wines with food
+ what do I need to know about the major wine regions in the world? (where
are they? what is old world/ new world? why do I care?)
+ Vineyard cycle - annual
+ where to find a wine I'm looking for
+ how to navigate a wine shop?
+ which of these wines are on sale/ special/ rare/ new?
+ and more...

63. + Old World/ New World

64. + Old = Telling + Selling

65. + New = Sharing + Listening

66. + Mobile

67. Sharing and Listening
+ Desire of consumers to interact...
+ Web/social designed to support education of
consumers/ partners
+ Social supports the building of a community
of people engaged in learning about wine

68. Blogging / Tweeting
+ Knowledge sharing, communication,
performance improvement
+ Share information real-time about initiatives,
sales efforts, strategies, success stories

69. Closing
+ When we can be always connected, what are
the implications?
+ Creativity/ Innovation -> greatest opportunity
+ Ubiquitous/ broadest reach
+ JIT learning
+ Mobile CRM opportunity
+ Tablet computing
+ Create "pull"
+ Pace of innovation
+ More ...

70. Discussion
+ What have others done?
+ Consider your business...
+ Ideas on how you might use mobile
+ What might you test/ prototype?

71. + Q+A

72. + Thank You

73. Contact
+ Rob Hennigar
+ robert.hennigar@cwine.com
+ twitter: robhennigar

74. Resources
+ The Constellation Academy of Wine
+ www.academyofwine.com
+ Academy of Wine Mobile Content
+ www.aowmobile.com
+ Academy of Wine Social Network
+ www.academyofwine.ning.com
+ Mobile CMS/ site revision
+ www.knowledgesource.com
+ Media Temple
+ www.mediatemple.net
+ QR code generator
+ http://qrcode.kaywa.com/

75. Presentation
+ Download a copy of this presentation here