Wine Is Social

How new media is changing the way we market brands.

Presented by: Paul Mabray, Chief Strategy Officer of VinTank

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THE INTERNET HAS CHANGED THE WORLD.

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SEARCH IS THE FIBER THAT CONNECTS THE WEB.
Doug Cook ± ablegrape.com

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SEARCH IS THE FIBER THAT CONNECTS THE WEB.
Doug Cook ± ablegrape.com

PEOPLE ARE THE FIBERS THAT CONNECT THE WEB.
VinTank

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People are more connected, with more access to information than ever before.

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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.

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Technorati

WELCOME TO THE NEW WEB.

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WE ARE WITNESSING A FUNDAMENTAL SHIFT IN COMMUNICATION AND COMMERCE.

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THE CATALYSTS

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THE CATALYSTS

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THE CATALYSTS

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THE CATALYSTS

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THE CATALYSTS

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THE CATALYSTS

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THE CATALYSTS

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The Web Redefined.

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The Web Redefined.

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The Web Redefined.

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Anything that can be delivered digitally will chase its way to free.

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WHAT ARE THE COMPONENTS OF THE NEW INTERNET?

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INTERACTIVE

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CONNECTED

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FAST

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MEASURABLE

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AND MOBILE.

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Most importantly, the new internet has given your customers more power than ever.

PEOPLE CAN CONNECT, UPDATE, COMPLAIN OR PRAISE

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Anytime, anywhere.

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³TECHNOLOGY IS SHIFTING THE POWER AWAY FROM THE EDITORS, THE PUBLISHERS, THE ESTABLISHMENT, THE MEDIA ELITE. NOW IT¶S PEOPLE WHO ARE IN CONTROL.´

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R

rt M r

c

THIS IS POWERFUL.

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BUT, IS THIS NEW MEDIA EFFECTIVE?
i.e. Does it make money?

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3,279,102 friends 1,043,850 friends 1,824 videos uploaded Channel Views: 20,024,491

620,359 friends 218,172 friends 330 videos uploaded Channel Views: 2,221,268 4, 848 Followers

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151,206 followers

$360 million
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$639 million

$360 million
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$639 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.

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NEW MEDIA IS EXTREMELY EFFECTIVE FOR BRANDING, MARKETING AND PUBLIC RELATIONS«

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So, what¶s in this for wine?

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With unlimited choices in the market, how can you get them to talk about your brand?

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13,460 16th 59,748

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13,460 16th 59,748

Conversations about Argentine wine

Rank of Argentina as a region in online conversations

Conversations about Malbec

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8000

Online Wine 7000 Conversations
6000 5000 4000 3000 2000 1000 0

Argentina Conversations Malbec Conversations Mendoza Conversations

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Dec-05 Jan-06 Feb-06 Mar-06 Apr-06 May-06 Jun-06

Online Wine Conversations

Blogs Microblogs Forums Tasting Notes

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250,000 30,000 1,000¶s

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250,000 30,000 1,000¶s

Products produced Annually Products reviewed by µprofessionals¶ Dedicated wine blogs

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250,000 30,000 1,000¶s

Products Reviewed Annually

Products reviewed by µprofessionals Dedicated wine blogs

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250,000 30,000 1,000¶s

Products Reviewed Annually

Products reviewed by µprofessionals Dedicated wine blogs

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250,000 30,000 1,000¶s

Products Reviewed Annually

Products reviewed by µprofessionals Dedicated wine blogs

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‡ 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

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40+ 50+ 200+

Wine Social Networks Wine iPhone Apps Wine Portals

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40+ 50+ 200+

Wine Social Networks Wine iPhone Apps Wine Portals

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Distribution has all but ended as a viable sales channel for small wineries.
Rob McMillan ± Founder, Wine Division, Silicon Valley Bank

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³NO 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

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CUSTOMERS RECOMMEND BRANDS.

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FOR PEOPLE 40 YEARS AND YOUNGER, 70% OF THE CONTENT THEY READ HAS BEEN WRITTEN BY SOMEBODY THEY KNOW.*

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*Forrester

WHERE SHOULD YOU BE?

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FISH WHERE THE FISH ARE«

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FISH WHERE THE FISH ARE«
‡110,000 Users ‡Roughly 1.5 million tasting notes.

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NEW MEDIA IS JUST 1 (ONE, UNO, EINS, UN, ICHI, ) COMMUNICATION CHANNEL.

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Don¶t expect immediate sales payoff, but you can expect uptake in discussions.

Again, brand building is not the same as sales.

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What makes success in SM?
1) 2) 3) 4) 5)

Listen Be Authentic Be Transparent Engage Care

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

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