Seminar 2b yarrow (vinitaly)
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DIGITAL MEDIA TECHNOLOGY & WINE SERIES SOCIAL MEDIA MARKETING & WINE (Yarrow)
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Transcript of Seminar 2b yarrow (vinitaly)
DIGITAL MEDIA TECHNOLOGY & WINE SERIES
SOCIAL MEDIA MARKETING & WINE (Yarrow)
#vinitaly2013 @vinitalytour
@steviekim222
• Alfonso Cevola, Corporate Director Fine Wine at Glazer’s & 2012 Wine Blog Awards Winner
• Alder Yarrow, Founder of Vinography • Leos Tian, Director of New Food
Magazine • Gong Dan, Senior Editor of Sh.QQ.com • Marcello Albergoni, Sales Director Talent
Solutions, LinkedIn Italy
WHY SOCIAL MEDIA MATTERSVinItaly 2013
Social media membership by generation (%)
SOURCE: WINE MARKET COUNCIL (US)
Social media membership changes 2010 to 2012 (%)
SOURCE: WINE MARKET COUNCIL (US)
74
68
56
50
46
45
44
25
Winery sites
Wine.com
Other wine magazine/information sites
Wine Spectator Online
Other wine retail sites
Wine Enthusiast Online
Blogs/Discussion sites
eRobertParker
Website visitation among core wine drinkers
SOURCE: WINE MARKET COUNCIL (US)
PERCENTAGE OF FREQUENT OR OCCASIONAL VISITS
2012 imported wine purchases by country and generation
SOURCE: WINE MARKET COUNCIL (US)
PERCENTAGE HAVE PURCHASED IN LAST THREE MONTHS
53
51
33
31
34
33
39
39
24
32
37
36
47
47
46
47
41
44
47
47
France
Italy
Australia
New Zealand
Chile
Argentina
Spain
Germany
South Africa
Portugal
Excellent Very Good
90
Imported wine quality ratings
SOURCE: WINE MARKET COUNCIL (US)
PERCENTAGE OF EXCELLENT OR VERY GOOD RATINGS
Imported wine value ratings
SOURCE: WINE MARKET COUNCIL (US)
PERCENTAGE OF EXCELLENT OR VERY GOOD VALUE
32
31
31
30
31
26
31
30
27
25
41
42
40
41
39
43
37
38
41
43
Argentina
Chile
Portugal
Australia
Italy
South Africa
France
New Zealand
Germany
Spain
Excellent Very Good
73
#1 MOST IMPORTANT THING
Click through rate on 1st page of Google results
SOURCE: STUDY CONDUCTED BY SEOMOZ.COM
NO CONTEST
VS.
Social media rank for grape varieties (past 12 months)
SOURCE: VINTANK
Name Rank Total MentionsChardonnay 1 696,514Pinot Noir 2 667,352Merlot 3 605,743Syrah 4 488,893Cabernet Sauvignon 5 449,122Moscato 6 338,022Riesling 7 284,279Malbec 8 282,287Zinfandel 9 219,379Sauvignon Blanc 10 218,242Grenache 11 88,568Tempranillo 12 78,010
Social media rank for grape varieties (past 12 months)
SOURCE: VINTANK
Name Rank Total MentionsSangiovese 20 74751Brunello 29 39159Prosecco 30 34195Barbera 35 26592Nebbiolo 42 19994Valpolicella 48 16497Lambrusco 49 15911Montepulciano 51 14956Vermentino 60 10499Dolcetto 71 7702Nero d'Avola 80 5775Delaware 81 5485Aglianico 85 4810Sagrantino 96 3384Falanghina 119 2033Grillo 126 1858Vernaccia 136 1618Teroldego 150 1296Sangiovese Grosso 158 1041Tocai Friulano 161 974
Social media rank for regions (past 12 months)
SOURCE: VINTANK
Name Rank Total MentionsItaly 6 173636Chianti 15 108829Barolo 27 60500Tuscany 32 51625Prosecco 47 33905Chianti Classico 62 25443Brunello di Montalcino 68 23804Asti 88 17869Valpolicella 96 16462Piedmont 105 15616Marche 108 14990Sicily 128 11999Barbaresco 131 11578Veneto 137 10234Piemonte 152 9215Sicilia 154 9185Puglia 165 7884Umbria 172 7497Moscato d'Asti 177 7364Langhe 180 7249Alto Adige 197 6197
Social media rank for wineries (past 12 months)
SOURCE: VINTANK
Highest Italian Winery?
#117 - Cavit
THINGS TO REMEMBER
