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

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Social Media Marketing in the American and French wine industry in 2012 Survey conducted in October 2012 by ABLE Social Media Marketing Pierrick Bouquet [email protected] @pierrickbouquet

description

Every year, for the past three years, ABLE has been conducting surveys on Social Media in the American and French wine industries. This year survey was conducted in October 2012 and analyzes the impact of social media marketing on the world of wine, and compares how two key players (France and the United States) are embracing new technology. Results were presented during the 2012 European Wine Blogger Conference in Izmir.

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

Page 1: Social Media Marketing in the American and French wine industry in 2012

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

Survey conducted in October 2012 byABLE Social Media Marketing

Pierrick [email protected]

@pierrickbouquet

Page 2: Social Media Marketing in the American and French wine industry in 2012

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

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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

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Is your winery on Facebook?

2010 2011 2012

41%

53%61%

94% 94%

France USA

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How many Facebook fans do you have?

<100 100-500 500-1000 1000>

36%40%

13%11%9%

28%

23%

40%

France USA

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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

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37% of American wineries use Facebook ads

2011 2012

8%10%

30%

37%

FranceUSA

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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

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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

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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

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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

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I will increase my activity on Facebook in the coming year

France USA

69%72%

58%61%

20112012

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Is your winery on Twitter?

2010 2011 2012

9%

41%48%

73% 75%

France USA

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How many Twitter followers do you have?

<100 100-500 500-1000 1000>

52%

33%

7% 9%

28% 30%

19%23%

France USA

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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

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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

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I will increase my activity on Twitter in the coming year

France USA

45%

61%67%

50%

20112012

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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

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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

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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

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Merci!

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

Questions?Email me at [email protected]

Tweet me @pierrickbouquet