Looking Forward - Unified Wine and Grape Symposium '10
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Transcript of Looking Forward - Unified Wine and Grape Symposium '10
Snooth
• Online wine community
• 1 million monthly users
• 300,000 registered users
• Snooth Network reaches 10M users per month
• 10,000 stores
• 2 million reviews
Harnessing the Potential
• Conversational Marketing
• Empower your Customers
• Leverage the Platforms
• Wine = Lifestyle
• Web as a Channel
Conversational Marketing
• Authentic, grassroots, open and honest – let them get to know you
• Your customers are already doing it for/about you
• Free brand marketing
• Nurture your evangelizers
• Address your troublemakers
• Vocal minority (1%:10%:89%)
Your existing customers collectively have 100x your reach
Authenticity
• Establish Permission
• You cannot control the conversation
• Allow users to ‘self select’
• Respect their channel preferences
• Migrate users up the value chain
Be open and honest, build trust gradually
Empower your Customers
• Control the message
• Winery as “publisher”
• Bottle shots, notes, food pairings
• Do not take down old content
• Give users reasons to talk about you
Make it easy for your fans to promote you
Leverage the Platforms
• Facebook = group pages, fan clubs
• Yelp = restaurant and winery reviews
• Snooth = wine reviews, winery profiles
• Twitter = “water cooler” talk
• mySpace = band profiles
Where are your users now?
Wine = Lifestyle Keystone
• Wine drinkers are passionate
• Wine highly correlated with interest in travel, food, home etc
• ‘Luxury’ lifestyle
Source Snooth.com Quantcast profile
Home & Gardening 5.9x
Travel News & Info 3.6x
Technology 3.1x
Diet & Fitness 2.9x
Airlines 2.3x
Online Trading 2.3x
Home Improvement 2.3x
Politics & Commentary 5.4x
Audience Also Likes: Affinity:
Tap into their broader lifestyle passion points
Food and Wine
• Food is one of the most popular categories online
• 6 of the top 100 websites globally are food/recipe sites
• Recipe sites receive 2 main asks: larger images and wine pairings
• Wineries in a unique position to pair food with wine, not the reverse
Where are recipes / cooking tips that work with your wines?
Web as a Channel
• Seeing more experimentation:
Search volume for any specific keyword falling…
…but more different keywords than ever being used
• Demand creation (NYTimes) vs Demand fulfillment (Wine.com)
• Research > Buying (Amazon) vs
Branding > Interest (Tiffany)
What is the mission of your website?
Why the web matters
Customer Wants Value AND Romance
WebWeb
Retailer • Communicates Value
Winery • Communicates
Romance Trade events & materials
Traditional marketing
Use the web to ‘romance’ your users
You’re doing it Right/Wrong
winelvr72 @winetweets Tried the James Winery 2005 Cab and it tasted like how nails on a chalkboard sounds. WAY overoaked. Two hours ago
jameswinery @winelvr72 Maybe try our 2004 Merlot? Much less oak than the 2005 but with similar complexity. Cheers! snooth.com/w/234dz Two hours ago
Right:
winelvr72 @winetweets Tried the James Winery 2005 Cab and it tasted like how nails on a chalkboard sounds. WAY overoaked. Two hours ago
jameswinery @winelvr72 Thanks for mentioning us on Twitter! Sign up for our mailing list! http://bit.ly/5d39Two hours ago
Wrong:
winelvr72 @jameswinery Marketing fail.
One hour ago
winelvr72 @jameswinery Didn’t know you were on Twitter – thanks for the recco. Cheers.One hour ago
jameswinery Latest blog post: Bottling Day! http://bit.ly/4g9j Two hours ago
randomwinelvr Ever wonder how wine gets bottled? Good post w/photos: http://bit.ly/4g9j Two hours ago
jameswinery Get 15% off our latest release!!! Please RT!!!!! http://bit.ly/4g9j Two hours ago
…crickets…
jameswinery @winelvr72 Thanks for mentioning us on Twitter! Sign up for our mailing list! http://bit.ly/5d39One hour ago
Task List
• Develop a personal connection with your users
• Club shipments, Twitter, Facebook etc
• Leverage the collective power of your users
• Reviews, tweets, social media dominance
• Your wine should be positioned as part of a lifestyle
• Define your online objectives
