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Wine Is Social

How new media is changing the way we


market brands.

Presented by: Paul Mabray, Chief Strategy Officer of VinTank


THE INTERNET HAS CHANGED
THE WORLD.
SEARCH IS THE FIBER THAT
CONNECTS THE WEB.
Doug Cook – ablegrape.com
SEARCH IS THE FIBER THAT
CONNECTS THE WEB.
Doug Cook – ablegrape.com

PEOPLE ARE THE FIBERS THAT


CONNECT THE WEB.
VinTank
People are more
connected, with
more access to
information than
ever before.
75,000 NEW BLOGS CREATED
EVERY DAY, UPDATED TO THE
TUNE OF OVER 1.2 MILLION
POSTS PER DAY, OR OVER 18
UPDATES A SECOND.
Technorati
WELCOME TO THE NEW WEB.
WE ARE WITNESSING A FUNDAMENTAL
SHIFT IN COMMUNICATION AND COMMERCE.
THE CATALYSTS
THE CATALYSTS
THE CATALYSTS
THE CATALYSTS
THE CATALYSTS
THE CATALYSTS
THE CATALYSTS
The Web Redefined.
The Web Redefined.
The Web Redefined.
Anything that can be
delivered digitally will
chase its way to free.
WHAT ARE THE COMPONENTS
OF THE NEW INTERNET?
INTERACTIVE
CONNECTED
FAST
MEASURABLE
AND MOBILE.
Most importantly, the new
internet has given your
customers more power
than ever.
PEOPLE CAN CONNECT,
UPDATE, COMPLAIN OR PRAISE
Anytime, anywhere.
“TECHNOLOGY IS
SHIFTING THE POWER
AWAY FROM THE EDITORS,
THE PUBLISHERS, THE
ESTABLISHMENT, THE
MEDIA ELITE. NOW IT’S
PEOPLE WHO ARE IN
CONTROL.”

Rupert Murdoch
THIS IS POWERFUL.
BUT, IS THIS NEW MEDIA
EFFECTIVE?
i.e. Does it make money?
3,279,102 friends 620,359 friends

1,043,850 friends 218,172 friends

1,824 videos uploaded 330 videos uploaded


Channel Views: Channel Views:
20,024,491 2,221,268

151,206 followers 4, 848 Followers


$360 $639
million million
$360 $639
million million

Overall funds raised during the 2008 campaign.


AFTER PALIN DISPARAGED OBAMA’S PAST
WORK AS A COMMUNITY ORGANIZER, HE
RAISED $10M WITHIN 24 HOURS.

MOST OF IT ONLINE.
NEW MEDIA IS EXTREMELY
EFFECTIVE FOR BRANDING,
MARKETING AND PUBLIC
RELATIONS…
So, what’s in this for wine?
With unlimited choices in the
market, how can you get them to
talk about your brand?
13,460

16th

59,748
13,460 Conversations about Argentine wine

16th Rank of Argentina as a region in


online conversations

59,748 Conversations about Malbec


8000
Online Wine
7000
Conversations
6000 Argentina
Conversations
5000 Malbec
Conversations
4000
Mendoza
Conversations
3000

2000

1000

0
Dec-05 Jan-06 Feb-06 Mar-06 Apr-06 May-06 Jun-06
Online Wine Conversations

Blogs
Microblogs
Forums
Tasting Notes
250,000
30,000
1,000’s
250,000 Products produced Annually

30,000 Products reviewed by ‘professionals’

1,000’s Dedicated wine blogs


250,000 Products Reviewed Annually

30,000 Products reviewed by ‘professionals’

1,000’s Dedicated wine blogs


250,000 Products Reviewed Annually

30,000 Products reviewed by ‘professionals’

1,000’s Dedicated wine blogs


250,000 Products Reviewed Annually

30,000 Products reviewed by ‘professionals’

1,000’s Dedicated wine blogs


• 850,000 followers on Twitter
• Nearly 90,000 viewers per day of his
vlog, Wine Library TV
• Million dollar book deal
• NYTimes, Amazon.com bestseller
• $80 million retail, half on Internet
40+ Wine Social Networks
50+ Wine iPhone Apps
200+ Wine Portals
40+ Wine Social Networks
50+ Wine iPhone Apps
200+ Wine Portals
Distribution has all but ended
as a viable sales channel for
small wineries.
Rob McMillan –
Founder, Wine Division, Silicon Valley Bank
“NO LONGER IS IT ENOUGH TO
MAKE AND SELL WINE AND
THEN EXPECT THE WORLD TO
BEAT A PATH TO YOUR DOOR.
(WELL, UNLESS YOU’RE LAFITE IN CHINA, THAT IS.) ”
Steve Heimoff – Wine Enthusiast
CUSTOMERS
RECOMMEND BRANDS.
FOR PEOPLE 40 YEARS AND
YOUNGER, 70% OF THE
CONTENT THEY READ HAS
BEEN WRITTEN BY SOMEBODY
THEY KNOW.*

*Forrester
WHERE SHOULD YOU BE?
FISH WHERE THE FISH ARE…
FISH WHERE THE FISH ARE…

•110,000 Users
•Roughly 1.5 million tasting
notes.
NEW MEDIA IS JUST 1
(ONE, UNO, EINS, UN, ICHI, 일 )
COMMUNICATION CHANNEL.
Don’t expect immediate sales
payoff, but you can expect uptake
in discussions.

Again, brand building is not the


same as sales.
What makes success in SM?

1) Listen
2) Be Authentic
3) Be Transparent
4) Engage
5) Care
THANK YOU

Email: paul@vintank.com
Twitter: @pmabray
Facebook: www.facebook.com/VinTank

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