Social Media Marketing in the American and French wine industry in 2012
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Transcript of 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
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
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 [email protected]
Tweet me @pierrickbouquet