Social Media Marketing in the American and French Wine Industry in 2011
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Social Media Marketing in the American and French wine industry in 2011 May 2012 1 Survey conducted by: ABLE Social Media Marketing [email protected] 212 873 1974
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In December 2011, ABLE ran an exclusive survey on Social Media in the US and French wine industries. This survey analyzes the impact of social media marketing on the world of wine, as well as to compare how two key players (France and the United States) are embracing new technology.
Transcript of Social Media Marketing in the American and French Wine Industry in 2011
Social Media Marketing in the American and French wine industry in 2011
May 2012
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Survey conducted by: ABLE Social Media Marketing
[email protected] 873 1974
You can copy and distribute this work but you must mention the author ABLE Social Media Marketing and link it to http://ablesocial.com/market-research/
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For more information, please contactPierrick Bouquet
[email protected] 873 1974
@pierrickbouquet
Methodology
Email delivered
Opened (total)
Opened (unique)
Open rate
Clicked (total)
Clicked (unique)
Click-Through
rate
Total completed
survey
Emails sent to American wineries on 12/01/2011
Reminder emails sent to American wineries on
12/19/2011
Emails sent to French wineries on 12/01/2011
Reminder emails sent to French wineries on 12/19/2011
8,222 1,891 1,404 17.08% 182 163 1.98%
2858,182 2,546 1,822 22.27% 190 169 2.07%
285
8,381 2,235 1,524 18.18% 232 195 2.33%243
8,341 2,078 1,496 17.94% 207 158 1.89%243
The American and French surveys were simultaneously conducted from December 1st to December 31st, 2011. They were hosted online and sent via email to more than 8,000 wineries in all wine regions in the US and in France.
The American survey was conducted in English and the French survey in French.
A total 285 American wineries and 243 French wineries participated in the survey.
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It should be noted that because this survey was conducted online, we were only able to reach wineries who already have some sort of online presence -- wineries without access to internet were not included in our research.
Summary
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Social Media Marketing has permeated practically every existing business, and the wine industry is no exception. In December 2011, ABLE, a New York based digital marketing agency specialized in the food and the wine industry, conducted online surveys to compare how two key industry hubs – the United States and France – are embracing new technology. In addition to comparing American and French wineries’ online presence, the study evaluated the benefits of their social media marketing.
While 94% of American wineries surveyed are on Facebook, only 53% of French wineries are embracing this popular social network; trends are similar on Twitter and YouTube.
American wineries, meanwhile, are active online and it is paying off. Nearly all of them say they benefit from using Facebook (most say the same about Twitter). 47% of US wineries say Facebook helps them generate sales (compared to 9% of French wineries). It is also important to note that 72% of American wineries sell wine on their website, compared to just 36% of French wineries.
In the US, Facebook seems to be a superior social media platform for generating sales (48% for Facebook; 28% for Twitter). Twitter, on the other hand, seems better at capturing media attention (53% for Twitter; 32% for Facebook). Both tools appear to be efficient in engaging with customers and driving people to the winery.
In 2012, most French and American wineries plan to increase their activity on Facebook and other platforms, making this THE year of social media for the wine industry.
Key results
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Wineries on Facebook and Twitter
0%
25%
50%
75%
100%94%
73%
53%
41%
FacebookTwitter
United States France
Wineries on YouTube and Flickr
0%
12.5%
25%
37.5%
50%46%
14%
26%
7%YouTubeFlickr
United States France
How many Facebook fans do you have?
• 50% of American wineries (but only 18% of French wineries) have more than 500 fans on Facebook
• 37% of American wineries (but only 15% of French wineries) have more than 500 followers on Twitter
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Why do American wineries have more fans?
• 49% of American wineries (19% of French) have a dedicated marketing manager who creates and publishes content on social networks
• 30% of American wineries have been using Facebook ads to promote their winery (only 7.6% of French wineries)
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What are the benefits of using Facebook for an American winery?
• 47% of US wineries say Facebook helps them generate sales (compared to 9% of French wineries)*
• But 52% of the French wineries that are not on Facebook think they would generate sales if they were using Facebook
* 72% of American wineries sell wine on their website, compared to just 36% of French wineries.
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Facebook or Twitter?
• In the US, Facebook seems to be a superior social media platform for generating sales (48% for Facebook; 28% for Twitter).
• Twitter seems better at capturing media attention (53% for Twitter; 32% for Facebook).
• Both tools appear to be efficient in engaging with customers (66% for Facebook; 63% for Twitter) and driving people to the winery (58% for Facebook; 45% for Twitter).
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Facebook and my winery in 2012
• 72% of American wineries and 69% of French wineries will be increasing their activity on Facebook in 2012
• Half of the surveyed wineries which are not on Facebook (in both France and the US) say they will be integrating it into their marketing strategy in 2012
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Twitter and my winery in 2012
• 61% of American wineries and 45% of French wineries will be increasing their activity on Twitter in 2012
• Among the wineries that are not on Twitter, only 26% of the American ones, along with 18% of the French, will start using Twitter in 2012
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French wineries are adopting social media at a fast pace
• 53% of French wineries had a Facebook page in 2011, a 29% increase since 2010
• 41% of French wineries had a Twitter page in 2011, a 355% increase since 2010!
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All results
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Do you have a website?
16
United States
France
Do you sell wine on your website?
17
United States
France
Is your winery on Facebook?
18
United States
France
YES, MY WINERY IS ON
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How many Facebook fans do you have?
20
United States
France
What type of content do you publish on Facebook?
21
United States
France
Have you ever used Facebook Ads to promote your winery?
22
United States
France
What are the benefits of using Facebook for your winery?
23
United States
What are the benefits of using Facebook for your winery?
24
France
Do you face any difficulties managing your Facebook page?
25
United States
France
Will you be increasing or decreasing your activity on Facebook in 2012?
26
United States
France
Is your winery on Twitter?
27
United States
France
NO,MY WINERY IS NOT
ON FACEBOOK
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Why are you not on Facebook?
29
United States
France
Are you planning on integrating Facebook into your marketing strategy in 2012 ?
30
United States
France
How do you think your winery will benefit from a presence on Facebook?
31
United States
32
How do you think your winery will benefit from a presence on Facebook?
France
YES,MY WINERY IS ON
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How many Twitter followers do you have?
34
United States
France
35
United States
What are the benefits of using Twitter for your winery?
36
What are the benefits of using Twitter for your winery?
France
Will you be increasing or decreasing your activity on Twitter in 2012?
37
United States
France
NO,MY WINERY IS NOT
ON TWITTER
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Why is your winery not on Twitter?
39
United States
France
Are you planning on integrating Twitter into your marketing strategy in 2012 ?
40
United States
France
How do you think your winery will benefit from a presence on Twitter?
41
United States
How do you think your winery will benefit from a presence on Twitter?
42
France
Are you using any of these photo and video sharing networks?
43
United States
Are you using any of these photo and video sharing networks?
44
France
Do you have a blog?
45
United States
France
How much time do you spend every day creating and publishing content (text, photo, video) on social
networks (Facebook, Twitter, blog, etc.)?
46
United States
France
Who is in charge of creating and publishing your content on social
networks?
47
United States
Who is in charge of creating and publishing your content on social
networks?
48
France
Do you welcome visitors at your winery?
United States
France
49
Do you offer lunch and/or dinner at your winery?
50
United States
France
Do you offer accommodations at your winery?
51
United States
France
Please check the wine social networks you have claimed or created a profile on
52
United States
Please check the wine social networks you have claimed or created a profile on
53
France
Please check the review/tourism social networks you have claimed or created a
profile on
54
United States
55
France
Please check the review/tourism social networks you have claimed or created a
profile on
Comparing 2011 and 2010 results for French
wineries only
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• In May 2010, ABLE conducted an online survey to evaluate French wineries online visibility and their activity on social media platforms.
• Methodology: online survey sent by email to 8,000 wineries in France. Number of participants: 532
• To download full results, click here: http://ablesocial.com/reports/social-media-french-wine-2010-en.pdf
French wineries on Facebook
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0%
50%
100%
2010 2011
53%
41%
French wineries on Twitter
58
0%
50%
100%
2010 2011
41%
9%
French wineries with a website
59
0%
50%
100%
2010 2011
92.1%84%
French wineries with a blog
60
0%
50%
100%
2010 2011
19%14%
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Survey conducted by:
ABLE Social Media Marketing305 W 87th street, #3New York, NY 10024
United States
For more information, please contactPierrick Bouquet - President
[email protected] 873 1974
@pierrickbouquet
www.ablesocial.com
