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Resmo | France
New Technologies and Wine Tourism:
Social Networks and Blog Influence
Dr. Evelyne Resnick
International Consultant
Resmo | France
Who and Where Are the Web Users?
+21%10,47112,707Russia
+16%12,84514,964Brazil
+11%18,33220,392Canada
+33%15,8621,107India
+4%51,45053,670Japan
+20%72,40886,757China
+2%150,897153,447USA
+10%676,878746,943Total world
VariationJan. 06Jan. 07Country
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Most trips start inthe virtual world
Give the web users access to a beautifully designed and informative web site
It’s their first glimpse to your winery or your wine region : it’s all about “look and feel”
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Starting your trip on a web site
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Why invest in a niceweb site?
To differentiate yourselves
To reach new customers
To inspire them to visit your region and your winery
To build your brand
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The New Tools of Web Marketing
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Who is the new consumer?
Women
Millennials
Emerging countries
How to reach the consumer?
Web communities
Blogs
The New Master of the Game: the Consumer
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Web communities
There are more and more Web communities: Facebook, MySpace, LinkedIn
How do you choose the right one for your business?
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Facebook, a powerful and
diverse community
More than 200 million active usersMore than 100 million users log on
Facebook at least once a dayMore than 2/3 of Facebook users are
outside of collegeThe fastest growing demographics is
those 35 years old and older70% of Facebook users come from
outside the US
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Facebook, a tool for wine professionals
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Facebook, a tool for wine professionals
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Professional groupson LinkedIn
Registration is easyFriends by cooptation you can
chooseProfessional groups are available
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A few ProfessionalGroups on LinkedIn
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Twitter, a “live”chat tool
Anybody can registerYou choose the people you want to
followYou get into live discussions
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Wine Travel on Twitter
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An interactive tool
Allow a conversation
Share ideas
Help build the brand
Is it the new PR?
How to reach the customers: blogs
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Blogs: their audience
1 Vinography.com US
2 Stormhoek.com South Africa
3 Fermentation.typepad.com US
4 Tv.winelibrary.com US
5 Wineoutlook.com US
6 professorbainbridgeonwine.com US
7 Drvino.com US
8 Winecast.net US
9 Spittoon.biz UK
10
Lenthompson.typepad.com/lenndevours
US
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Case Study:WineTravelGuides.com
Wine Travel Guides published only on lineAuthor: British Wink Lorch, living in France
Target: wine tourists
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Case Study:WineTravelGuides.com
To promote her guides, Wink launched a blog
Target: wine tourists and influencers
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Conclusion
New technologies are the best way to promote wine travel
They are not costly
They are efficient
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Thank you!