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Wine, Branding, and Social Media - Paul Mabray
- 1. Social Media, Wine and Context
- 2. What People Think I Do
- 3. What I Think I Do
- 4. What I Really Do
- 7. Some hard hittin’ stats • An average of 2.5 million organic conversations about wine per day • 450K new people talking about wine on social media every month • In the last 5 years we analyzed 1 Billion conversations on social media and retained 60M “quality” conversations • Over 30 million people profiled that mentioned wine 1x on SM
- 8. Turn Data Into Contextual Intelligence • Interest Graph + Interaction Graph + Identity Graph + Recency Graph + Commerce Graph + User Context = True Customer Understanding
- 10. The Most Competitive Wine Market in Human History
- 11. Great wine from EVERYWHERE
- 12. Great wine from EVERYWHERE 2002 Chaupi Estancia Palomino Fino Yaruqua, Ecuador
- 13. Telling the same story
- 15. 44% of our customers media consumption is digital. 2014 Federal Trade Commission Report – 7.9% of our marketing dollars is spent on digital.
- 16. An average winery gets 2 – 20 organic mentions per week Over 80% of those go unanswered
- 17. A wine meme is like junk food, tastes good at the time but it’s full of empty calories.
- 19. Why is this so hard
- 20. Why is this so hard
- 24. The Speed of Innovation
- 25. Stupid is Viral
- 26. Social Media is the thin connection with customers between the strong ones.
- 27. Social is a public 1:1 two-way conversation.
- 28. ROI
- 29. #proof “An extra half-star on Yelp reduces reservation availability by approximately 19 percentage points.” - The Economic Journal, 5 October 2011
- 30. ROI
- 32. Our customer interactions are myopic
- 33. I am the sum of my parts Foodspotting Pmabray Instagram pmabray Foursquare Paul M. Paul Mabray Twitter @pmabray Facebook Paul Mabray Google + pemabray
- 34. Texture aka Context is Everywhere
- 37. The customer is the
- 38. Search is the fiber that connects the web . . . Doug Cook – Ablegrape.com
- 40. Service is the new pillar of marketing
- 42. The Steak Heard Around the World
- 43. The Steak Heard Around the World
- 45. Joshie the Giraffe The last fast- talking speaker already talked about Joshie.
- 48. Old Spice