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Wine and web shares a lot... this presentation show you some ideas for turning customers into explorers using facebook, twitter, pinterest and youtube
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Using the web to tell the vinesUsing the web to tell the vinesUsing the web to tell the vinesUsing the web to tell the vinesHow to turn your consumers into explorersy p
2Gori©
2012
Andrea Gori - Sommelier informaticoGreat Wine Capitals Conference - 5.11.2012
And
rea G
Web and Wine twins separated at birthWeb and Wine, twins separated at birth• Web and Wine have an innate similarity in ydifferent aspect of interactions with men, and the web represents the ideal place to p pcommunicate the wine... even if it could be hard to imagineg
• Wine and Web: the relationship has born in specialized forums (6 years ago Gamberospecialized forums (6 years ago GamberoRosso forum ‐ Kelablu)
TODAY
2
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
And
rea G
• Web and Wine have a relationship potential really unexploited
Technology and content in ItalyTechnology and content in Italy
WEBTechnologies and speed often make
up for the lack of contentPRESS
Th ti i f th i lup for the lack of content
If well understood is a tool that creates talent and focuses attention
The timing of the press is longerStructured content and high
expertisecreates talent and focuses attention
First in an amateur today in a f i l dd
Traditional wineguides do not understand and do not want to
embrace innovationsprofessional manner, addresses issues with increasing depth, in spite of limited resources (from bloggers
embrace innovationsOften absorbs talent and money and
disperses attention
2
to blogozine Intravino leader in 3 years) ALL THE PRESS IS TIED TO THE
CONCEPT OF SCHEDULED PRINTED
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EVERYTHING IS ONLINE WILL BE THERE FOREVER
CONCEPT OF SCHEDULED PRINTED EDITION
And
rea G
the web doesn’t move lots of money for now...the paper alone won’t move lots of money anymore
WEB Communication e WEB marketing: Italian statusItalian status
W b i t di it b t d t th k t F b k• Web is a recent discovery: it boosted out thanks to Facebookand the mobile web, fundamental channels to share “word of
th” l b t th b i f i k timouth” always been at the basis of wine marketing • There is lack of real web‐based business models, but there are lots of best practice.
• Network Vinix e concessionaria Vinoclic
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• Winenews
• Twitter explosion: famous and VIP (Renzi, Monti, Chiellini)
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• Too few journalists (De Bortoli, Servegnini, Mentana)
• Business case: South African winery Stormhoek goes Web 2 0
And
rea G Business case: South African winery Stormhoek goes Web 2.0,
with blogging, viral marketing, and crowdsourcing
Social Networks: Data & statistics66% of online adults are connected to one or more social media platforms
960 million users in the world
(13,5% population)
500 million subscribers
(225 ml active)
490 million unique visitors
90 million users
h( , p p )+ 5% every 2 weeks50% of the users
connects to FB everyday
(225 ml active)
175.000.000 tweets are sent each day
92 billion of pages/video
i
The Google+ botton is
d 5
2
6h35min per dayIn Italy
22.829.800 users39 3% f l ti
Every user has an average of 115
followers
views
Every minute
used 5 million
times/day
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2012 39,3% of population
Every minute (60 sec):510.000 comments2 000 000 likes
Twitter is worldwide and immediate
(fundraising Jolie‐Pitt)
Every minute are uploaded 35 hours of videos on the
Each day users
spend at
And
rea G 2.000.000 likes
293.000 status136.000 photos
( g )
# (hashtag) is the future of “tag”
platformp
least 6 min in average
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, p y y
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
2
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
And
rea G American users of Pinterest spend an average of 1 hour 17 minutes
on the site
2Gori©
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And
rea G
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 mightToday if you do not know how to communicate it, you might as well not do it”
• Choose your audience Communicate! If you do• Choose your audience
• Learn the rules
Communicate! If you do not know how to do it,
then make sure that others
2
do it for you. (blogger)
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Turn your consumers into explorersthe geo‐local‐based social newtork has
And
rea G the geo local based social newtork has
exceeded 2 million check‐ins per week
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
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“social communication” consistently for at least 6 months• Gather feedbacks and monitor the results
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• Facebook Insights• Twitter followers
l
And
rea G • Klout score
TwitterTwitter
“F ll !”“Follow me!”M O t E S t h T Brief updates
WHOM Operators
Blogger EVICE Smartphone
Pc WHAT Brief updates with news on
the daily work
OR W
Blogger
Press CH DE Pc W y
Links to pages of interestR t f
2
FO Final users(not so W
HIC Requests for
information from clients and
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2012 (not so many)
from clients and pressContacts with
And
rea G other producers
Facebook Personal page or fan page
“Yes we are on facebook”Fi l P T STATUS
Yes, we are on facebook
HOM Final consumers
CustomersHo.Re.Ca EV
ICE Pc
Smartphone
Other integrated WHAT
STATUS
Everyday news about work
OR WH
BloggerCH
DE Other integrated
devices
(linked and updated
W
Photos
User and Friends
2
FO
WHIC
( pfrom blog and othersocial media)
Comments (Like)
A personal style ofcommunication
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Direct dialogue
Archive for Link to
And
rea G Archive for Link to
contents and media
Personal or Institutional BlogPersonal or Institutional Blog
Note to self: Under constuction? Don’t do it!
Bl P T I i i l
HOM Blogger
Journalists
EVICE Pc
WHAT Institutionalinformations
Stories
OR WH
Enthusiasts
Final customers
CH DE W Stories
“Importantmoments” and
2
FO
WHIC moments and
Photos (harvest, bottling, etc)
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Tasting notes
Events
And
rea G
Backstage
Blog vs Twitter vs FacebookBlog vs Twitter vs FacebookIdeally, you should use all three y, ytogether, 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 tellfor people that have a story to tell
• Facebook for those who love pictures d " h i h f i d " d h hand "chat with friends" and has the
time to stay in front of the PC/MAC
2
• Twitter for those who have less time and usually spend the day with the
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smartphone in the hands
• Pinterest and flickr if you like photo and
And
rea G
y ptry to get to a female audience
Twitter case studiesTwitter case studiesUSA Blogger ConferenceUSA 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 wereover a 4 day period, 15,000 tweets carrying the #wbc11 hashtag were pushed out in conjunction with the Wine Bloggers Conference in Virginia. g
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
i ti ith th Bl C f
2
association with the Bloggers Conference.
In 2011 Twitter and Wine cemented a strong relationship. Wineries, retailers promoters wholesalers and wine associations have all jumped
Gori©
2012 retailers, promoters, wholesalers and wine associations have all jumped
on board and are building twitter communities to help them tell their story and sell their goods. If you were paying attention in 2011, you
And
rea G 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.