The business case for the Napa Valley Tweetup

A very special Thank You to Maria Ogneva at Attensity360

for her support and insight.

If you want this kind of insight for your brand or event I

highly suggest you take a look at the platform and team

at Attensity360. This was a great experience and I look

forward to working with them on Bonfire Interactive

Media projects going forward.

Sincerely,

Gabriel Carrejo

Thank you!

5/7/2010 3

Napa Valley Tweetup? What’s That?

• The Napa Valley Tweetup hosts premier social media,

networking, and wine tasting events and raises money for

charity

• March 12 – 13, 2010 in Napa, CA

• Social media seminar on Friday, March 12

• The Napa Valley Tweetup presented by Robert Mondavi Winery

networking event in the To Kalon Cellar

• Private wine tour at Hall, Chappellet, and Krupp Brothers

• This report studies buzz created by the event and its effect on

the Robert Mondavi Winery brand. We also studied the Napa

Valley Tweetup in comparison to other events

• The data set is from 2/23/10 – 3/24/10

Methodology

• We considered data across Twitter, blogs,

online news, online forums , and discussion

boards (“All SM”) via the Attensity360

Community platform

• We considered Robert Mondavi Winery,

other brands and competitors, the Napa

Valley Tweetup event, and other

competitive events

The Event Improved Robert Mondavi Winery

Share of Voice (All SM)

Share Of Coverage (Before)

Robert Mondavi (38%)

St. Supery (28.5%)

Gallo (33.1%)

BV (0.4%)

Share Of Coverage (During)

Robert Mondavi (42.4%)

St. Supery (30.6%)

Gallo (26.5%)

BV (0.6%)

Share Of Coverage (After)


St. Supery (31.6%)

Gallo (23.8%)

BV (0.5%)


Over time…

Compared to the others that experienced large peaks and valleys over short-time periods, Napa Valley Tweetup’s Share Of Voice stayed largely consistent, as we “kept the fire burning”

Napa Valley Valley Tweetup was able to raise awareness, because prior to the event

(3.1-3.11) its SOV was 38%, during the event (3.12-3.13) it was 42.1% and after the

event, it stayed at 44.1%.

Awareness

How did the Napa Valley Tweetup presented by Robert MondaviWinery compare to what they are saying about other events?


Napa Valley Tweetup Compared To Other Napa Valley Events


Share Of Coverage

Napa Valley Tweetup (48.1%)

Mustard Festival (30.9%)

Taste Of Yountville (18.1%)

Taste Of Napa (0.5%)


Share of Voice (All SM)Over time…

Which Brand Has More Strength In All Associated

Social Media Channels?

Robert Mondavi Winery is strongest overall

Share Of Coverage Robert Mondavi (41.8%)

Gallo (29.1%)

St. Supery (28.7%)

BV (0.4%)

Robert Mondavi Winery is Strongest

in Blogs and Online Forums

Share Of Coverage (Blogs)


St. Supery (7.0%)

Gallo (41.9%)

BV (0.9%)

Share Of Coverage (Forums)


St. Supery (3.0%)

Gallo (45.5%)

BV (0.3%)

Robert Mondavi Winery is mostly

discussed on blogs, microblogs, and

forums

Where Brand Conversations Happen

Robert Mondavi Winery has great

distribution across blogs, microblogs,

and forums

Robert Mondavi WineryShare Of Coverage (Content Type)

Micro-Blogs (34.1%)

Blogs (33.2%)

Discussion Forum (30.7%)

Online News (2.0%)

St. Supery Share Of Coverage (Content Type)

Micro-Blogs (90.7%)

Blogs (6.7%)

Discussion Forum (2.6%)

Online News (0.0%)

While a brand like St. Supery is

overwhelmingly on Twitter

Where Napa Valley Tweetup

Conversations Happened:Most discussions about the Napa Valley Tweetup presented by Robert Mondavi

Winery happened in Twitter. Napa Valley Tweetup generated consistent buzz

throughout the month, culminating in the days prior to the event.

• Napa Valley Tweetup SOV was driven by Twitter.

• By engaging and creating true dialog, we were able to “keep the fire

burning” and maintain consistent Share Of Voice over time.

• Robert Mondavi Winery as a brand has great distribution on blogs, forums,

and Twitter.

Share Of Coverage (Content Type)

Micro-Blogs (94.2%)

Blogs (5.8%)

What Did People Think Of The Tweetup?

"So savvy for a big player like Mondavi to take a lead role in creating events that explore the confluence of traditional and new media and its impact on the wine industry. Good info, great wines, fun event--with people from both Valleys. Thanks.“ - Dyann Espinosa on Facebook

“@sunshinemug: Latest post: Taste and Tweet -- all about the amazing #napavalleytweetup”

"You have proven that Robert Mondavi Winery continues to be one of the leaders not just of wine in California, but of wine all across the world. Your breakout party, so to speak, into the social media realm was a true success." - Ward Kadel, @drXeno

“…people are still talking about the wonderful experience they had...” – Sarita Moreno @thewinegal_net

“I was shown the light, both in the warm welcome by the Mondavi staff, and in their willingness to embrace social media and us” – Thea Dwelle, www.lusciouslushes.com

"Congrats and thanks to Robert Mondavi Winery for their leadership & raising the bar in support of the social media community. Their event was truly top shelf" - Jason Mancebo @20dollarwine on Facebook

“Don’t underestimate the power of inclusive events such as the tweetup.” – Thea Dwelle @winebratSF

http://bit.ly/b8o6Tk

Conclusions

• The Inaugural Napa Valley Tweetup played an important role in

lifting awareness and Share of Voice for Robert Mondavi Winery

• With less than two months to organize and market the event, the

heretofore unknown Napa Valley Tweetup presented by Robert

Mondavi Winery dominated Share of Voice when compared to

other, well-known events

• By creating more “fuel for the fire” via the content distribution

network, the Napa Valley Tweetup retains Share of Voice post-

event and therefore enhances awareness for the Robert Mondavi

Winery Brand

Tweetups are good for your business

If you would like more information on hosting the Napa Valley

Tweetup at your venue please contact [email protected]

Gabriel Carrejo also hosts the Silicon Valley Tweetup with the

founder, Michael Brito. For more information on how to organize an

event, or to host one of Gabriel’s events, send an email to

[email protected]

18

mailto:[email protected]

mailto:[email protected]

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The business case for the Napa Valley Tweetup

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