Paso Roadshow - Paul Mabray - VinTank
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Transcript of Paso Roadshow - Paul Mabray - VinTank
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The Digital Divide
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• Wine First • Tech • Social Media • Give it a try – a few tac;cs
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The Most Compe,,ve Wine Market in Human History
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Great wine from EVERYWHERE
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Great wine from EVERYWHERE
2002 Chaupi Estancia Palomino Fino Yaruqua, Ecuador
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Telling the same story
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There are almost no advantages to buy direct from a winery.
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Prepare for the toughest fight ever.
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The new giants
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The new giants
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It wasn’t that long ago
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From science fic;on
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To science fact
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To science fact
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Who would’ve guessed?
By 2017, CMO’s will spend more on IT than CIO’s -‐ Gartner
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44% of our customers media consump;on is
digital.
2014 Federal Trade Commission Report
– 7.9% of our marke;ng dollars is spent on digital.
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Smart phones are geXng smarter . . .
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http://allthingsd.com/20130529/mary-meekers-2013-internet-trends-deck-the-full-video/
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• A typical user checks their smart phone ~150x per day
Source -‐ h]p://www.slideshare.net/kleinerperkins/kpcb-‐internet-‐trends-‐2013
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Social Media usage & mobile
Source -‐ h]p://www.unifiedsocial.com/mobile-‐social-‐marke;ng/
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This is just the beginning . . .
Source -‐ h]p://www.slideshare.net/kleinerperkins/kpcb-‐internet-‐trends-‐2013
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5 factors that will change the world
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MOBILE
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BIG DATA
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Loca;on
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Sensors
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Social Media
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The Internet of Things
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The customer is the
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Search is the fiber that connects the web . . . Doug Cook – Ablegrape.com
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Service is the new pillar of marke;ng
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Cost of Caring
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Are we adjus;ng the sails?
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Wine and Social Media
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There’s no holding it back
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Confused?
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Social media is not the panacea.
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Customer Rela;onships (past)
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The new customer rela;onship
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Social Media is the thin connec;on with customers between the strong ones.
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Social is a public 1:1 two-‐way conversa;on.
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ROI
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ROI
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#proof
“An extra half-‐star on Yelp reduces reserva;on availability by approximately 19 percentage
points.” -‐ The Economic Journal, 5 October 2011
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An average winery gets 2 – 20 organic men;ons per week
Over 80% of those go unanswered
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ONE DOES NOT SIMPLY
WALK INTO MORDOR
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A wine meme is like junk food, tastes good at the ;me but it’s full of empty calories.
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Some hard hiXn’ stats
• An average of 1.5 million organic conversa;ons about wine per day
• 450K new people talking about wine on social media every month
• In the last 5 years we analyzed 1 Billion conversa;ons on social media and retained 60M “quality” conversa;ons
• Over 16 million people profiled that men;oned wine 1x on SM
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The old ra;ng system
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The new ra;ng system
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The Old Cri;c
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The Old Cri;c
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The New Cri;c
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The New Cri;c
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The New Cri;c
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The New Cri;c
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The New Cri;c
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“It is a bull market for free content.” Tyler Coleman – Dr. Vino
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Leaving Maybe 25 Power Cri;cs
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For people under 40, 70% of the content they read online has been written by somebody they know.*
For people under 40, 70% of the content they read online has been written by somebody they know.*
For people under 40, 70% of the content they read online has been written by somebody they know.*
For people under 40, 70% of the content they read online has been wri]en or shared by somebody they know.
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YOU ARE A MEDIA COMPANY
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“Content will be the future of adver;sing, people distribu;ng and crea;ng content for your brand will be the barometer of your adver;sing success.” Barry Schuler – former CEO AOL/Time Warner/CEO Meteor Vineyards
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=
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Many Hands Make Light Work
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Wine consumers now self identify
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Our customer interac;ons are myopic
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I am the sum of my parts
Foodspotting Pmabray Instagram pmabray Foursquare Paul M.
Paul Mabray
Twitter @pmabray Facebook Paul Mabray Google + pemabray
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Texture aka Context is Everywhere
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If you make customers unhappy in the physical world, they might each tell 6
friends. If you make customers unhappy on the Internet, they can
each tell 6,000 friends. -Jeff Bezos
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Social Media & PR
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Gasoline or a Fire Ex;nguisher
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Listen and respond to
YOUR customers
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Listen and respond to competitors customers
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Listen and respond to
nearby locations
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Listen and respond to
people talking
varieties
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Follow the Pareto aka Social White Glove Treatment
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Reward your customers
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Reward your best advocates
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THANK YOU [email protected] @pmabray