Wine and web shares a lot... this presentation show you some ideas for turning customers into explorers using facebook, twitter, pinterest and youtube

1. Using the web to tell the vines
How to turn your consumers into explorers
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Andrea Gori - Sommelier informatico
Great Wine Capitals Conference - 5.11.2012
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2. Web and Wine, twins separated at birth
Web and Wine twins separated at birth
• Web and Wine have an innate similarity in
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different aspect of interactions with men, and
the web represents the ideal place to
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communicate the wine... even if it could be
hard to imagine
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• Wine and Web: the relationship has born in
specialized forums (6 years ago Gambero
specialized forums (6 years ago Gambero
Rosso forum ‐ Kelablu)
TODAY
• Wine is a social object (like the iPhone is) because it’s purchase
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can be replicable for many and in many places, and it generates
consumer experiences that can be shared
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• Web and Wine have a relationship potential really unexploited

3. Technology and content in Italy
Technology and content in Italy
WEB
Technologies and speed often make PRESS
up for the lack of content
up for the lack of content The timing of the press is longer
Th ti i f th i l
Structured content and high
If well understood is a tool that expertise
creates talent and focuses attention
creates talent and focuses attention
Traditional wineguides do not
First in an amateur today in a understand and do not want to
professional manner, addresses
f i l dd embrace innovations
embrace innovations
issues with increasing depth, in spite Often absorbs talent and money and
of limited resources (from bloggers disperses attention
to blogozine Intravino leader in 3
years) ALL THE PRESS IS TIED TO THE
CONCEPT OF SCHEDULED PRINTED
CONCEPT OF SCHEDULED PRINTED
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EVERYTHING IS ONLINE WILL BE EDITION
THERE FOREVER
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the web doesn’t move lots of money for now...the paper alone
won’t move lots of money anymore

4. WEB Communication e
WEB marketing:
Italian status
Italian status
• W bi
Web is a recent discovery: it boosted out thanks to Facebook
t di it b t d t th k t F b k
and the mobile web, fundamental channels to share “word of
mouth” always been at the basis of wine marketing
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• There is lack of real web‐based business models, but there are
lots of best practice.
• Network Vinix e concessionaria Vinoclic
• Winenews
• Twitter explosion: famous and VIP (Renzi, Monti, Chiellini)
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• Too few journalists (De Bortoli, Servegnini, Mentana)
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• Business case: South African winery Stormhoek goes Web 2 0
Business case: South African winery Stormhoek goes Web 2.0,
with blogging, viral marketing, and crowdsourcing

5. Social Networks: Data & statistics
66% of online adults are connected to one or more social media platforms
960 million users in the 500 million 490 million 90 million
world subscribers unique visitors users
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(13,5% population) ) (225 ml active)
(225 ml active)
+ 5% every 2 weeks The
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50% of the users 175.000.000 tweets 92 billion of Google+
connects to FB everyday are sent each day pages/video botton is
6h35min per day Every user has an views
i used 5
d5
In Italy average of 115 million
22.829.800 users followers times/day
Every minute
Every minute
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39,3% of
39 3% f population
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Twitter is worldwide are uploaded Each day
Every minute (60 sec):
and immediate 35 hours of users
510.000 comments
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2.000.000 likes
2 000 000 likes (fundraising Jolie‐Pitt)
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spend at
293.000 status # (hashtag) is the platform least 6 min
136.000 photos future of “tag” in average

6. Pinterest:
Pinterest:
Ther power of images
Pinterest is retaining and engaging users 2‐3 times better than
Twitter was, at a similar time in Twitter’s company history
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80% of Pinterest’s user base are women, 60% have attended at least
some college, 25% have a bachelor’s degree or higher
Pinterest accounts for about 3.6% of referral traffic (according to
Shareaholic study), compared to 3.61% for Twitter
Over 80% of Pinterest pins are ‘repins’ (content already pinned
being repinned by users)
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30% of Pinterest users are between 25‐34 years, 25% 35‐44 & 17%
18‐24 years old
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American users of Pinterest spend an average of 1 hour 17 minutes
on the site

7. Andrea G © 2012
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8. What shall we do?
• Communication is a choice…
1st : Choose to communicate
(implicit in the mission of a vigneron)
• What should we communicate?
What should we communicate?
Places ‐ History ‐ People ‐ Wine
• Today “if you do not know how to communicate it you might
Today if you do not know how to communicate it, you might
as well not do it”
• Choose your audience
Choose your audience Communicate! If you do
Communicate! If you do
not know how to do it,
• Learn the rules then make sure that others
do it for you. (blogger)
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Turn your consumers into explorers
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the geo local based social newtork
the geo‐local‐based social newtork has
exceeded 2 million check‐ins per week

9. What are the key questions?
What are the key questions?
• What do I want to communicate?
• Which strategy shall we use?
• Which tool should I choose according to my way of working?
Which tool should I choose according to my way of working?
• Facebook
• Twitter
• Blog
• Identify a person inside the company that takes care of the
“social communication” consistently for at least 6 months
• Gather feedbacks and monitor the results
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• Facebook Insights
• Twitter followers
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• Klout score
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10. Twitter
“Follow me!”
“F ll !”
Brief updates
Brief updates
WHIC EVICE
WHAT
FO WHOM
CH DE E
W T
OR W M
Operators
O t Smartphone
S t h
with news on
Blogger Pc the daily work
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Links to pages of
Press interest
Requests for
R t f
Final users information
(not so
so from clients and
from clients and
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press
many) Contacts with
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other producers

11. Facebook
Personal page or fan page
“Yes we are on facebook”
Yes, we are on facebook
Final
Fi l consumers Pc
P STATUS
WHIC EVICE
W T
WHAT
HOM
Customers Smartphone Everyday news
Ho.Re.Ca about work
OR WH
Other integrated
Blogger
W CH DE devices Photos
(
(linked and updated
p User and Friends
FO
from blog and other Comments (Like)
social media) A personal style of
communication
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Direct dialogue
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Archive for Link to
Link to
contents and media

12. Personal or Institutional Blog
Personal or Institutional Blog
Note to self: Under constuction?
Don’t do it!
Blogger
Bl Pc
P Institutional
I i i l
WHIC EVICE
W T
WHAT
HOM
Journalists informations
OR WH
Enthusiasts W CH DE Stories
Final customers “Important
moments and
moments” and
FO
Photos (harvest,
bottling, etc)
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Tasting notes
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Events
Backstage

13. Blog vs Twitter vs
Blog vs Twitter vs Facebook
Ideally, you should use all three
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together, but having to choose:
• Blogs for people who love to write and
Blogs for people who love to write and
to go in depth into things, and above all
for people that have a story to tell
for people that have a story to tell
• Facebook for those who love pictures
and "chat with friends" and has the
d" h i hf i d " dh h
time to stay in front of the PC/MAC
• Twitter for those who have less time
and usually spend the day with the
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smartphone in the hands
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• Pinterest and flickr if you like photo and
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try to get to a female audience

14. Twitter case studies
Twitter case studies
USA Blogger Conference
USA Blogger Conference
In July, the power of Twitter was put on display by wine bloggers when,
over a 4 day period, 15,000 tweets carrying the #wbc11 hashtag were
over a 4 day period 15 000 tweets carrying the #wbc11 hashtag were
pushed out in conjunction with the Wine Bloggers Conference in
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Virginia.
Those 15,000 tweets represented a potential 43,000,000 impressions.
Tourist organizations in Virginia, Oregon and British Columbia have
noted the positive impact hosting the bloggers conference would have
for regions by noting, among other things, their tweet production in
association with the Bloggers Conference.
i ti ith th Bl C f
In 2011 Twitter and Wine cemented a strong relationship. Wineries,
retailers, promoters, wholesalers and wine associations have all jumped
retailers promoters wholesalers and wine associations have all jumped
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on board and are building twitter communities to help them tell their
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story and sell their goods. If you were paying attention in 2011, you
story and sell their goods. If you were paying attention in 2011, you
noted that 147 characters was just enough to make a wine, winemaking,
and wine selling very sexy.