social media marketing in the wine industry
TRANSCRIPT
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Don’t Judge a Wine by its Cover
Using New Media In Traditional Market
Michal [email protected]+972.523.530.507
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Traditional Power Groups
• Strong Distributors (19th century)
• Ranking Systems - vineyards/chateaux (19th – 20th century)
• Opinion Leaders -Robert parker, Wine spectator (late 20th)
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Robert Parker - Wine Critic
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Wine Spectator – Magazine
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Anyone can be an opinion leader
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Wine Social Network
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Stormhoek Winery South Africa
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“Wine is a social lubricant”
gapingvoid : Hugh MacLeod
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Broad Customer Connection
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Social Network Marketing
• A new and different story that the supermarket buyers and the importers wanted to hear.
• Telling the story made the sales process easier. With easier sales, the curve was raised.
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Using
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Bonny Doon Vineyard
Randall Graham
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Wacky Labels
The Flying Saucer
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Screwcaps vs Cork
http://www.youtube.com/watch?v=RSlmjxQkJRE
Randall Graham
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Château Smith Haut Lafitte
Bordeaux wine, Pessac-Léognan appellation
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Traditional marketing beats Tradition
VinexpoVinexpo
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Bottom-up buzzPower Groups influencers
Web 2.0 influencers
Social marketing for social lubricant
Hilarious humor creates buzz
Traditional marketing beats Tradition
www.gapingvoid.com - Hugh MacLeod
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Hugh MacLeod
Thank You
Michal Geva
Does social media fits every winery?
Will Robet Parker be out of business?
Will distributors take advantage of social media?
How successful can wine social network be?