Social Media Marketing in the American and French wine industry in 2012

Survey conducted in October 2012 byABLE Social Media Marketing

Pierrick Bouquetpierrick@ablesocial.com

@pierrickbouquet

Methodology

• Survey conducted in France since 2010, and in the US since 2011

• Duration: 1 month - Hosted online• 8,212 emails sent to American wineries– 165 completed surveys

• 8,380 emails sent to French wineries– 200 completed surveys

Wine production of surveyed wineries(in cases of 12 bottles)

<1,500 1,501-10,000 10,001-40,000

40,001-100,000

100,001>

21%

37%

25%

6%

12%

31%

45%

14%

7%3%

France USA

Is your winery on Facebook?

2010 2011 2012

41%

53%61%

94% 94%

France USA

How many Facebook fans do you have?

<100 100-500 500-1000 1000>

36%40%

13%11%9%

28%

23%

40%

France USA

Time spent per day managing social networks

I do not post on a daily basis

Less than 1 hour

1 hour

More than 1 hour

35%

49%

11%

6%

7%

53%

24%

16%

US France

37% of American wineries use Facebook ads

2011 2012

8%10%

30%

37%

FranceUSA

Who manage your social networks?

Social Media Manager

Marketing Manager

Tasting Room Manager

The winemaker

8%

13%

6%

22%

14%

29%

13%

15%

US France

Benefits of using Facebook

I create awareness for my winery

I promote events

I maintain relationships with my customers

I drive people to my winery

I generate sales

I capture media’s attention

70%

62%

60%

26%

7%

36%

90%

83%

82%

54%

31%

28%

USA France

Comparison real benefits / expected benefits of using Facebook (French wineries only)

I create awareness for my winery

I promote events

I maintain relationships with my customers

I drive people to my winery

I generate sales

I capture media’s attention

70%

62%

60%

26%

7%

36%

70%

38%

55%

30%

34%

23%

Not on Facebook On Facebook

Difficulties on Facebook

I find it difficult to track effectiveness and return on investment

I find it difficult growing my community of fans

I am having difficulties creating interesting content to post

It requires too much time

36%

28%

17%

55%

46%

24%

21%

19%

USA France

I will increase my activity on Facebook in the coming year

France USA

69%72%

58%61%

20112012

Is your winery on Twitter?

2010 2011 2012

9%

41%48%

73% 75%

France USA

How many Twitter followers do you have?

<100 100-500 500-1000 1000>

52%

33%

7% 9%

28% 30%

19%23%

France USA

Benefits of Twitter vs. Facebook (US only)

I create awareness for my winery

I promote events

I maintain relationships with my customers

I drive people to my winery

I generate sales

I capture media’s attention

I engage with my trade clients

77%

59%

53%

37%

15%

36%

41%

90%

83%

82%

54%

31%

28%

24%

Facebook TwitterConsumer

Trade/Media

Difficulties on Twitter

I find it difficult to track effectiveness and return on investment

I find it difficult growing my community of followers

I am having difficulties creating interesting content to post

It requires too much time

30%

30%

26%

56%

38%

28%

29%

25%

USA France

I will increase my activity on Twitter in the coming year

France USA

45%

61%67%

50%

20112012

Tourism networks adding value to your winery

Yelp

TripAdvisor

Google Places

Foursquare

Vinogusto

I do not use any of these networks

1%

14%

10%

4%

17%

65%

52%

31%

25%

23%

0%

28%

USA France

Media networks adding value to your winery

YouTube

Instagram

Flickr

Picasa

I do not use any of these networks

36%

9%

8%

12%

55%

34%

15%

8%

4%

53%

USA France

Wine networks adding value to your winery

Wine-Searcher.com

Snooth

Vinogusto

CellarTracker

Vintank

I do not use any of those networks

20%

8%

20%

9%

1%

61%

22%

18%

17%

8%

52%

US France

Merci!

Download this presentation athttp://ablesocial.com/market-research/

Questions?Email me at pierrick@ablesocial.com

Tweet me @pierrickbouquet