Global Wine Market & Marketing Trends Presentation NIBC Bank Conference feb 3 2014
Social Media Trends in Wine Marketing
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Social Media Trends in Wine Kerry Rego
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I was asked to speak at a Sonoma State University Wine Marketing class and then shortly after I spoke at the Sonoma County Winegrowers. I talked about the current trends in wine marketing.
Transcript of Social Media Trends in Wine Marketing
Social MediaTrends in Wine
Kerry Rego
What are your customers doing online?
•Facebook 1.32b MAU
•Twitter 500m tweets/day
•YouTube 6b hrs watched/m
•LinkedIn 313m members
•Google+ 300m MAU
•Instagram 200m MAU
Why is Social Media Important?
Logos courtesy of Aquaticus
Engagement
60 times the engagement of Facebook
#winecountry
Measure at ads.twitter.com
+
Advertising
Is an absolute mustfor your content to be seen.
Strategy + budget +Measurement = ROI success
Check Your Message
http://bit.ly/SM4wine
The top 10 social media/tech used by U.S. wineries are: 1. Facebook2. Website3. Emails4. Ecommerce on website5. Twitter6. Yelp7. Instagram8. Blog9. YouTube10.Pinterest
June 2014 Cal Poly study
ROI - Case StudyStormhoeck Winery, South AfricaReached out to 21yr+ bloggers and offered wine to taste. 1yr later 100+ bloggers had tasted, reviewed, written, and linked to Stormhoeck. Increased from 50k to 300k cases.
ROI - Case StudyPacific Rim Winery, OregonSpent $10k on educating millennials on riesling, offeredbook w/ facts, tasting notes, and other info. 11k likes infirst 2 weeks, 300 comments, then a contest on whythey like riesling netted 15k more likes, increased traffic7000% to website, 15% increase in revenue, 73%increase in transactions
ROI - Case Study
Murphy Goode, Sonoma County“A Real Goode Job” media campaign goal of 880million media displays led to 130% growth in salesrevenue, 70% increase in tasting room traffic.
How to Deal with Negativity
•How do you deal with it in real time?•Your character shines through•All service providers have unhappy customers•Editorial control, settings•Control is really an illusion
Social Media is SOCIAL
It’s About Relationships
Not Broadcasting
