I gave a presentation at our agency about what I’ve learned from the wine industry as it relates to social networking.
In this world of “always on” our personal and professional lives tend to intersect and I share my thoughts on social networking as it relates to hobbies.
Being social is about being yourself (transparency) and our hobbies don’t just run after business hours. And when you’re being social, you’re also a representative of the organization, so you can’t check your business card on the way out the building at night either.
I have a brief bio online at http://shakegently.com/about
Axa Assurance Maroc - Insurer Innovation Award 2024
Wine and Social Networking
1. Wine & Social Networking
March 2009
Presented by:
Dustin Jacobsen
Technical Director, Barkley
1
2. Agenda
Introduction
Cover what won’t be covered
Hobbies - everybody has ’em
Fans: you’re not alone
Fan / brand interaction
Take advantage of momentum
2
3. Your presenter:
I’m a tech guy at heart
I’m no Master Sommelier
but you probably aren’t either
There’s an information overload,
and many are great & respected
3
4. The topic:
People are passionate about
their interests & hobbies
Less marketing technobabble
4
5. What won’t be covered:
Social networking 101
Your hobby
Work / life balance
Internet usage during work
5
6. Relevancy:
Consumers
quot;..Social networking has become a
fundamental part of the global online
experience..”
John Burbank, CEO of Nielsen Online (via)
Competition
6
7. What do you want to
learn today?
Familiar with social networking &
applications?
Familiar with wine or the wine
industry?
7
8. Which wine?
Why?
Region / terroir
Recommendation: retail, personal,
professional?
Research shows inconsistency
8
9. Let’s cut to the news:
Tennessee Ruling Protects
Anonymity Of Bloggers (via)
Conventional Cause Marketing
Evolves Via Social Media (via)
Listen up, Marketers: The Focus
Group is Dead (via)
9
10. Let’s cut to the news:
Jack in the Box feeds the social
media beast (via)
Social Networks & Blogs Now 4th
Most Popular Online Activity,
Ahead of Personal Email, Nielsen
Reports (via)
10
11. I won’t bore you with
the facts, but...
There are more ways for brands
to interact with customers than
ever before (and increasing)
11
12. I’m a nobody that
speaks loudly...
...But Google listens
(& loves fresh content)
12
13. There are more ways to
find information than
ever before.
Just ask Google (or Yahoo, MSN..)
13
14. If a tree falls in the
forrest...
...Everyone hears about it, + or -
14
15. What do you really
think...
Consumer reviews are becoming
more influential
15
16. And the more...
...More people reading about wine
= more people curious, interested
and excited about wine = more
people talking about wine = more
people enjoying wine.
16
17. Search for...
2000 Downing Family Vineyards
Cabernet Sauvignon
the brand page
where to buy
reviews (WineLog, Snooth,
blogs, etc)
17
18. Search for...
2002 Archipel Cabernet Sauvignon
where to buy
reviews (WineLog, Snooth,
blogs, etc)
brand page? bottom of page 2
18
19. Search for...
La Crema wine
Twitter
Facebook
the page was fan generated...
19
20. I rate this wine...
Many existing food pairing sites
Some fancier than others
I receive feedback from others on
some of my ratings
Others base purchase decisions
on my ratings (really?)
20
24. Millennials:
The Millennier: Wine + Millennials
Millennials are the future of the wine industry.
24
25. Take advantage of
momentum...
the Wine Library TV “empire”
Gary Vaynerchuk
600+ video episodes
books, TV appearances, etc
25
26. If I was in the wine biz...
Partner with existing reviewers
including review sites, blogs
monitor for feedback (+/-)
Create avenues for interaction
Twitter, Facebook, corporate
site, video, blog, etc
26