Foro Internacional Vitivinícola 2010

8/8/2019 Foro Internacional Vitivincola 2010

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Wine Is SocialHow new media is changing the way we

market brands.

Presented by: Paul Mabray, Chief Strategy Officer of VinTank

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THE INTERNET HAS CHANGED

THE WORLD.

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SEARCH IS THE FIBER THAT

CONNECTS THE WEB.Doug Cook ablegrape.com

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SEARCH IS THE FIBER THAT

CONNECTS THE WEB.Doug Cook ablegrape.com

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PEOPLEARE THE FIBERS

THAT CONNECT THE WEB.VinTank


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People are more

connected, withmore access to

information than

ever before.


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75,000NEW BLOGS CREATED

EVERY DAY, UPDATED TO THE

TUNE OF OVER 1.2 MILLION

POSTS PER DAY, OR OVER 18

UPDATES A SECOND.

Technorati

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WELCOME TO THE NEW WEB.

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WE ARE WITNESSING A

FUNDAMENTAL SHIFT INCOMMUNICATION AND

COMMERCE.

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THE CATALYSTS

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THE CATALYSTS


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THE CATALYSTS


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THE CATALYSTS


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THE CATALYSTS


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THE CATALYSTS


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THE CATALYSTS


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The Web Redefined.


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The Web Redefined.


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The Web Redefined.


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Anything that can be

delivered digitally willchase its way to free.


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WHATARE THE COMPONENTS

OF THE NEW INTERNET?

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INTERACTIVE


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CONNECTED


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FAST


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MEASURABLE


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AND MOBILE.

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Most importantly, thenew internet has given

your customers more

power than ever.


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PEOPLE CAN CONNECT,

UPDATE, COMPLAIN OR PRAISE


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Anytime, anywhere.


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TECHNOLOGY IS

SHIFTING THE POWER

AWAY FROM THEEDITORS, THE

PUBLISHERS, THE

ESTABLISHMENT, THEMEDIA ELITE. NOW ITS

PEOPLE WHO ARE IN

CONTROL.

R rt M r c

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THIS IS POWERFUL.

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BUT, IS THIS NEW MEDIA

EFFECTIVE?

i.e. Does it make money?

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3,279,102 friends 620,359 friends

1,043,850 friends 218,172 friends

1,824 videos uploaded

Channel Views:20,024,491

330 videos

uploaded

Channel Views:

2,221,268

151,206 followers 4, 848 Followers

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$360million

$639million


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$360million

$639million

Overall funds raised during the 2008 campaign.


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AFTER PALIN DISPARAGED

OBAMAS PAST WORK AS A

COMMUNITY ORGANIZER, HE

RAISED $10M WITHIN 24 HOURS.

MOST OF IT ONLINE.

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NEW MEDIA IS EXTREMELY

EFFECTIVE FOR BRANDING,MARKETING AND PUBLIC

RELATIONS

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So, whats in this for wine?


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With unlimited choices in the

market, how can you get them

to talk about your brand?


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13,460

16th

59,748


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13,460

16th

59,748

Conversations about Argentine wine

Rank of Argentina as a region inonline conversations

Conversations about Malbec

8000

O


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0

1000

2000

3000

4000

5000

6000

7000

8000

Dec-05 Jan-06 Feb-06 Mar-06 Apr-06 May-06 Jun-06

ArgentinaConversations

MalbecConversations

MendozaConversations

Online Wine

Conversations


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Online Wine Conversations

Blogs

MicroblogsForums

Tasting Notes


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250,00030,000

1,000s

Products produced Annually

Products reviewed by professionals

Dedicated wine blogs


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250,00030,000

1,000s

Products Reviewed Annually

Products reviewed by professiona



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250,00030,000

1,000s





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250,00030,000

1,000s





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850,000 followers on Twitter

Nearly 90,000 viewers per day of his

vlog, Wine Library TV Million dollar book deal

NYTimes, Amazon.com bestseller

$80 million retail, half on Internet


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40+ Wine Social Networks

50+ Wine iPhone Apps

200+ Wine Portals


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40+ Wine Social Networks

50+ Wine iPhone Apps

200+ Wine Portals


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Distribution has all butended as a viable sales

channel for small wineries.Rob McMillan

Founder, Wine Division, Silicon Valley Bank


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NO LONGER IS IT ENOUGH TO

MAKE AND SELL WINE ANDTHEN EXPECTTHE WORLD TO

BEATA PATH TO YOUR DOOR.

(WELL, UNLESS YOURE LAFITE IN CHINA, THAT IS.)Steve Heimoff Wine Enthusiast

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CUSTOMERS

RECOMMEND BRANDS.

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FOR PEOPLE 40 YEARS AND

YOUNGER, 70% OF THECONTENTTHEY READ HAS

BEEN WRITTEN BY

SOMEBODY THEY KNOW.*

68*Forrester


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WHERE SHOULD YOU BE?

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FISH WHERE THE FISH ARE

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FISH WHERE THE FISH ARE

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110,000 Users

Roughly 1.5 million tasting

notes.

110,000 Users

Roughly 1.5 million tasting

notes.


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NEW MEDIA IS JUST 1(ONE, UNO, EINS, UN, ICHI,)

COMMUNICATION CHANNEL.

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Dont expect immediate sales

payoff, but you can expectuptake in discussions.

Again, brand building is not

the same as sales.


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What makes success in SM?

1) Listen

2) Be Authentic

3) Be Transparent

4) Engage

5) Care

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THANK YOU

Email: [email protected]

Twitter: @pmabray

Facebook: www.facebook.com/V

inTank

Foro Internacional Vitivinícola 2010

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