lift9 - wine and social media
Post on 19-Oct-2014
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An analysis of the impact of social media on the wine industry.TRANSCRIPT
Wine And Social Media
The hottest new pairing
Image:T in DC
An industry analysis from Lift9
An experiential product
Considered to be the most social of beverages, social media takes the wine drinking experience to a whole new level.
Image: AI404
A year ago When we thought of social media and wine, we
thought of GaryVee.
It’s a little different now...
Today, it’s a whole new world
Over 7000 Tweets /day
700 wineries have a
Facebook page
Over 1300 wine bloggers
&300 wineries
Over 300 videos seen by 700,000 people per
month
200 Wine communities
320 iPhone apps
Image: Omar-G
Let’s blog about it
1,290 U.S. Wine blogs 586 U.S. Wineries have blogs
California and Oregon have the most winery blogs
24 blog posts just in December with 366 comments
Ranked number 1 on Postrank for social engagement
1wine Dude blog traffic Influential wine blog: www.1winedude.com
CA Wineries on Facebook
Central Coast3%
Central Valley4%
Lake County
2%Menocino2%
Napa Valley29%
Sierra Foothil
ls4%San Francisco Bay
9%
Sonoma25%
South Coast17%
Southern CA5%
California Wineries on Facebook
230 wineries in CA have a Facebook page703 average number of fans
Barefoot Wine & Bubbly has over 20,000 fans
Facebook: Examples of Winery Engagements
Duplin Winery
Chateau Morriset
te Winery
Wollersheim
Winery
The Round Barn
Winery
Palmina Winery
Murphy-Goode Winery
Laetitia Vineyard & Winery
Fans 7,328 4,664 2,838 2,802 2,718 2,186 2,186
Photos Yes Yes Yes Yes Yes Yes Yes
Video N/A N/A Yes N/A N/A Yes Yes
Discussion
3 2 1 N/A N/A 4 N/A
Notes N/A 2 N/A N/A N/A 9 N/A
Events Yes Yes Yes Yes Yes Yes Yes
What are they doing on Facebook?Duplin Winery
Chateau Morriset
te Winery
Wollersheim
Winery
The Round Barn
Winery
Palmina Winery
Murphy-Goode Winery
Laetitia Vineyard & Winery
Wall posts’ content
-Event invitations-Marketing new wines-Thank you’s -Distribution info-PR articles
-Contests on favorite wines -Winery announcements-Tasting room invitations-Distribution info
-Marketing new wine-Updating on crop and harvest-Wine contests
-Offering wine prices and discounts -tasting events
Wine club event invitations
Wine advertising
1 event invitation
Frequency of posts
Everyday Every 2-3 daysMostly responding to fans
Sporadic (2-17 days)
Everyday ~3 weeks Every 1-4 days
~1 update /month
Number of posts
58 20 4 23 6 15 4
Responding directly to fans
Yes Yes No Yes No Yes Yes
Note: Results from 12/13/2009 – 1/13/2010
What are fans saying?
Duplin Winery
Chateau Morriset
te Winery
Wollersheim
Winery
The Round Barn
Winery
Palmina Winery
Murphy-Goode Winery
Laetitia Vineyard & Winery
Sentiment of fan
posts
-Positive--Questions about distribution locations
-Positive--Questions about distribution locations--Sharing favorite wines
Fans interested in Ice wine grapes
-Positive--Enjoying wine tastings--Questions about tasting events
N/A -Positive--Wine pairings
N/A
Level of fan
engagement
Wall posts and fan photos
Wall posts and fan photo
Only comments
Wall posts and fan photos
N/A Wall posts and fan photos
Wall posts and fan photos
Note: results from 12/13/2009 – 1/13/2010
Best practices: Duplin Winery
Communicate and receive direct feedback from fans
Best practices: Wollersheim Winery
Sharing your wine-making process and methods is a good way to get people talking about your wines
Peak interest by sharing pictures and updating your fans on process.
Best practices: Murphy-Goode Winery
Share experiences and give wine pairing tips.
Catch consumers’ interests and curiosity
Create more demand for Zinfandel wine
Interesting Twitter Trends
123 Wineries have Twitter accounts56,027 Tweets by wineries1,352 Ave. # of followers
#Winewednesday: Twitter weekly event -Twitter wine community sharing wine recommendations and information.
Virtual Wine Tasting Events
www.cellartracker.com o 8,429 Tasting Events in total
205 in December 09
o 27 Virtual Tasting Events
events.linkedin.como 919 Tasting Events in total
68 in Jan 2010
o 23 Virtual Tasting Events
97 Total mentions
TasteLive! - Online wine and beer tasting community- using social media tools -Twitter, Facebook, Blog to “create a community that brings together consumers, bloggers, press, suppliers, brewers and winemakers across the world together to share in their favorite beverage” 5 virtual wine tasting events on
Dec 2010
Virtual Wine Tasting: www.tastelive.com
What’s happening on Youtube?
Uploaded “wine” videos
(12/1/2009 – 12/31/2009)
Winery channels
Example Winery channel:
Total views: 1,229
Top VideoContent: “A Man fishes for Black Drum and puts together an awesome dish with his catch, paired with Firestone 2007 Riesling! “
Pos: “It makes my mouth water!!!!! The Black Drum and the Firestone 2007 Riesling - YUMMY! Way to go Jay!”
Total channel views: 11,595Total uploads: 29Total upload views: 23,970Joined: June 24, 2009
64%
36%
Video Sentiment
Positive Neutral
5 Popular Grapes Discussed in December
Chardonnay Merlot Pinot Noir Cabernet Sauvignon
Zinfandel0
1000
2000
3000
4000
5000
6000
7000
8000
9000
100009125
5478
4598
2966 2718
Which popular grape was talked about most in Dec, 2009?
40513 40516 40519 40522 40525 40528 40531 40534 40537 40540 405430
100
200
300
400
500
600
700
8005 Popular Grapes Daily Volume (December, 2009)
Chardon-nay (9125 results)
Merlot (5478 results)
Pinot noir (4598 re-sults)
Cabernet Sauvignon (2966 re-sults)
Zinfandel (2718 results)
Num
ber
of
Result
s
Why is there such a jump in the number of Chardonnay conversations at the end of the month?
Wine & Holidays*keyword cloud from 12/28 to 12/31
25% of conversations talked about choosing Chardonnay for New Year’s.
Only 18% talked about drinking Chardonnay on Christmas Eve.
Whereas, 27% talked about Merlot for Christmas Eve
Where are the conversations happening?
Top States:1. New York: 7,006
results (29%)2. California: 2,270
results(9%)3. Washington: 567 results
(2%)
Top 100 authors show an average of 17 posts per month
Men are posting more about wine than women
* Men talk about (in order): Chardonnay-Pinot-Merlot-Cabernet-Zinfandel
* Women talk about (in order): Chardonnay-Merlot-Pinot-Zinfandel-Cabernet
Top states for wine conversations
29%
28%15%
16%11%
New York - 7000
Chardonnay Merlot
Pinot Noir Cabernet Sauvignon
Zinfandel
33%
21%23%
10%13%
California - 2300
Chardonnay Merlot
Pinot Noir Cabernet Sauvignon
Zinfandel
20%
13%
13%26%
28%
Washington - 600
Chardonnay Merlot
Pinot Noir Cabernet Sauvignon
Zinfandel
Different States emphasize different grapes
(in order)New York: Chardonnay-Merlot-Cabernet-Pinot-Zinfandel
Cali: Chardonnay-Merlot-Pinot-Zinfandel-Cabernet
Washington: Zinfandel-Cabernet-Chardonnay-Merlot-Pinot
Regional Conversations differ…
Merlot in New York
•When talking about Merlot, New Yorkers often compare with Cabernet:
“try cabernet or merlot if u like red wine. They r smooth.”
“@strangerdaze13 @scoslow is quite buzzed. In my research merlot should only be stored 4 years. So this red is a bit biting-less flavorful.”
Zinfandel in Washington
•When Washingtonians talk about Zinfandel, they usually also mention cooking related topics:
“Home made chili served with a green salad and corn bread paired with Zinfandel”
•They are also mentioning/comparing with Syrah:
“Zinfandel is actually a much lighter varietal than Syrah”
Chardonnay in California
•Many Californians talk about pairing Chardonnay with various foods:
“Enjoying some pre-dinner snacks at in-laws in Phoenix with some #RodneyStrong Chardonnay and Brie #cheese: an excellent combination”
“Crisp Salmon with Citrus Avocado Salad…And who knew that this dish was a spot on pairing with a lemon creamy California Chardonnay?”
New Media Influencers
Traditional New Media
Social media is now the top activity on the web, even overtaking porn.
78% of consumers trusts their peers • much more than companies or ads
The top 20 wine bloggers in aggregate have a larger audience than the Wine Spectator online. 34% of bloggers post opinions about products and brands54% blog or tweet daily
