Wine and Social Networking
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Wine & Social Networking March 2009 Presented by: Dustin Jacobsen Technical Director, Barkley 1
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I gave a presentation at our agency about what I’ve learned from the wine industry as it relates to social networking. In this world of “always on” our personal and professional lives tend to intersect and I share my thoughts on social networking as it relates to hobbies. Being social is about being yourself (transparency) and our hobbies don’t just run after business hours. And when you’re being social, you’re also a representative of the organization, so you can’t check your business card on the way out the building at night either. I have a brief bio online at http://shakegently.com/about
Transcript of Wine and Social Networking
Wine & Social Networking
March 2009Presented by:
Dustin JacobsenTechnical Director, Barkley
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Introduction Cover what won’t be covered Hobbies - everybody has ’em Fans: you’re not alone Fan / brand interaction Take advantage of momentum
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Agenda
Your presenter:
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I’m a tech guy at heart I’m no Master Sommelier
but you probably aren’t either There’s an information overload,
and many are great & respected
The topic:
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People are passionate about their interests & hobbies
Less marketing technobabble
What won’t be covered:
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Social networking 101 Your hobby Work / life balance Internet usage during work
Relevancy:
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Consumers "..Social networking has become a
fundamental part of the global online experience..”John Burbank, CEO of Nielsen Online (via)
Competition
What do you want to learn today?
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Familiar with social networking & applications?
Familiar with wine or the wine industry?
Which wine?
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Why? Region / terroir Recommendation: retail, personal,
professional? Research shows inconsistency
Let’s cut to the news: Tennessee Ruling Protects
Anonymity Of Bloggers (via) Conventional Cause Marketing
Evolves Via Social Media (via) Listen up, Marketers: The Focus
Group is Dead (via)9
Let’s cut to the news: Jack in the Box feeds the social
media beast (via) Social Networks & Blogs Now 4th
Most Popular Online Activity, Ahead of Personal Email, Nielsen Reports (via)
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I won’t bore you with the facts, but...
There are more ways for brands to interact with customers than ever before (and increasing)
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I’m a nobody that speaks loudly...
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...But Google listens (& loves fresh content)
There are more ways to find information than ever before.
Just ask Google (or Yahoo, MSN..)
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If a tree falls in the forrest...
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...Everyone hears about it, + or -
What do you really think...
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Consumer reviews are becoming more influential
And the more...
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...More people reading about wine = more people curious, interested and excited about wine = more people talking about wine = more people enjoying wine.
Search for...
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2000 Downing Family Vineyards Cabernet Sauvignon the brand page where to buy reviews (WineLog, Snooth,
blogs, etc)
Search for...
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2002 Archipel Cabernet Sauvignon where to buy reviews (WineLog, Snooth,
blogs, etc) brand page? bottom of page 2
Search for...
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La Crema wine Twitter Facebook
the page was fan generated...
I rate this wine...
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Many existing food pairing sites Some fancier than others
I receive feedback from others on some of my ratings
Others base purchase decisions on my ratings (really?)
Let’s compare notes:
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Professionals (02 Archipel) wine.com Archipel
User Generated CellarTracker
Sites (to name a few):
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WineLog (and others) Wine 2.0 (LinkedIn) Wine 2.0 (Community) Wine 2.0 (Facebook) Open Wine Consortium
And Twitter:
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...randomly bragging about your unexceptional life
Millennials:
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The Millennier: Wine + Millennials Millennials are the future of the wine industry.
Take advantage of momentum...
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the Wine Library TV “empire” Gary Vaynerchuk 600+ video episodes books, TV appearances, etc
If I was in the wine biz...
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Partner with existing reviewers including review sites, blogs monitor for feedback (+/-)
Create avenues for interaction Twitter, Facebook, corporate
site, video, blog, etc
Some wineries & retailers are...
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Video blogging Active on Twitter, Facebook, etc.
So lets switch gears...
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What if I’m not in the wine business? Same concepts apply Replace “wine” with your
product, brand or hobby
Avaya / Twitter:
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Posted to Twitter about email subscription problem
Contacted by Avaya CTO directly Follow-up by CTO to confirm
Inc. Magazine / Twitter:
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I was their 1000th follower Got a signed book Tweeted about it
As seen on CNN.com:
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Editor found my blog Which turned into an interview Which turned into traffic
Pick your interests..
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It’s out there
But focus...
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And build relationships
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Dustin JacobsenTechnical DirectorBarkley
Follow:BlogTwitter
Thanks!
