1. The Digital Divide

2. Wine First Tech Social Media Give it a try a few tactics 3. The Most Competitive WineMarket in Human History 4. Great wine from EVERYWHERE 5. Great wine from EVERYWHERE2002 Chaupi EstanciaPalomino FinoYaruqua, Ecuador 6. Telling the same story 7. There are almost no advantages to buy directfrom a winery. 8. Prepare for the toughest fight ever. 9. The new giants 10. The new giants 11. It wasnt that long ago 12. From science fiction 13. To science fact 14. To science fact 15. Who wouldve guessed?By 2017, CMOs will spend more on IT than CIOs- Gartner 16. 44% of ourcustomers mediaconsumption isdigital.2014 Federal TradeCommission Report 7.9% of ourmarketing dollars isspent on digital. 17. Smart phones are getting smarter . . . 18. http://allthingsd.com/20130529/mary-meekers-2013-internet-trends-deck-the-full-video/ 19. A typical user checks their smart phone ~150xper daySource - http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2013 20. SocialMediausage &mobileSource - http://www.unifiedsocial.com/mobile-social-marketing/ 21. This is just the beginning . . .Source - http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2013 22. The Internet of Things 23. The customer is the 24. Search is the fiber that connects theweb . . . Doug Cook Ablegrape.com 25. Service is the new pillar of marketing 26. Cost of Caring 27. Are we adjusting the sails? 28. Wine and Social Media 29. Theres no holding it back 30. Social media is not the panacea. 31. Customer Relationships (past) 32. The new customer relationship 33. Social Media is the thin connection withcustomers between the strong ones. 34. Social is a public 1:1 two-wayconversation. 35. ROI 36. ROI 37. #proofAn extra half-star on Yelp reduces reservationavailability by approximately 19 percentagepoints. - The Economic Journal, 5 October 2011 38. An average winery gets 2 20organic mentions per weekOver 80% of those go unanswered 39. ONE DOES NOT SIMPLYWALK INTO MORDOR 40. A wine meme is like junk food, tastes good at the time butits full of empty calories. 41. Some hard hittinstats An average of 1.5 million organic conversationsabout wine per day 450K new people talking about wine on socialmedia every month In the last 5 years we analyzed 1 Billionconversations on social media and retained 60Mquality conversations Over 16 million people profiled that mentionedwine 1x on SM 42. The old rating system 43. The new rating system 44. The Old Critic 45. The Old Critic 46. The New Critic 47. The New Critic 48. The New Critic 49. The New Critic 50. The New Critic 51. It is a bull market for free content.Tyler Coleman Dr. Vino 52. Leaving Maybe 25 Power Critics 53. For peopleunder 40,70% of thecontent theyread onlinehas beenwritten orshared bysomebodythey know. 54. YOU ARE A MEDIA COMPANY 55. Content will be the future of advertising, people distributing and creating contentfor your brand will be the barometer of your advertising success.Barry Schuler former CEO AOL/Time Warner/CEO Meteor Vineyards 56. = 57. Many Hands Make Light Work 58. Wineconsumersnow selfidentify 59. Our customer interactions are myopic 60. I am the sum of my partsFoodspottingPmabrayInstagrampmabrayFoursquarePaul M.Paul MabrayTwitter@pmabrayFacebookPaul MabrayGoogle +pemabray 61. Texture aka Context is Everywhere 62. If you make customers unhappyin the physical world, they mighteach tell 6 friends. If you makecustomers unhappy on theInternet, they can each tell6,000 friends. -Jeff Bezos 63. Social Media & PR 64. Gasoline or a Fire Extinguisher 65. Listen andrespond toYOURcustomers 66. Listen andrespond tocompetitorscustomers 67. Listen andrespond tonearbylocations 68. Listen andrespond topeopletalkingvarieties 69. Follow the Pareto aka SocialWhite Glove Treatment 70. Reward your customers 71. Reward your best advocates 72. THANK YOUpaul@vintank.com@pmabray