Seminar 2b yarrow (vinitaly)
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This document discusses the importance of social media marketing for the wine industry. It provides statistics on social media usage among different generations and data on how social media influences wine purchases. Specific grape varieties, regions, and wineries are ranked by their mentions on social media over the past 12 months. The key message is that social media is increasingly important for connecting with consumers and driving wine sales.
Seminar 2b yarrow (vinitaly)
- 1. DIGITAL MEDIA TECHNOLOGY & WINE SERIES SOCIAL MEDIA MARKETING & WINE (Yarrow)
- 3. ?? Alfonso Cevola, Corporate Director Fine Wine at Glazer¡¯s & 2012 Wine Blog Awards Winner ?? Alder Yarrow, Founder of Vinography ?? Leos Tian, Director of New Food Magazine ?? Gong Dan, Senior Editor of Sh. ?? Marcello Albergoni, Sales Director Talent Solutions, LinkedIn Italy
- 4. WHY SOCIAL MEDIA MATTERS VinItaly 2013
- 6. Social media membership by generation (%) SOURCE: WINE MARKET COUNCIL (US)
- 7. Social media membership changes 2010 to 2012 (%) SOURCE: WINE MARKET COUNCIL (US)
- 8. Website visitation among core wine drinkers PERCENTAGE OF FREQUENT OR OCCASIONAL VISITS Winery sites 74 Wine.com 68 Other wine magazine/ 56 information sites Wine Spectator Online 50 Other wine retail sites 46 Wine Enthusiast Online 45 Blogs/Discussion sites 44 eRobertParker 25 SOURCE: WINE MARKET COUNCIL (US)
- 9. 2012 imported wine purchases by country and generation PERCENTAGE HAVE PURCHASED IN LAST THREE MONTHS SOURCE: WINE MARKET COUNCIL (US)
- 10. Imported wine quality ratings PERCENTAGE OF EXCELLENT OR VERY GOOD RATINGS France 53 37 90 Italy 51 36 Excellent Australia 33 47 Very Good New Zealand 31 47 Chile 34 46 Argentina 33 47 Spain 39 41 Germany 39 44 South Africa 24 47 Portugal 32 47 SOURCE: WINE MARKET COUNCIL (US)
- 11. Imported wine value ratings PERCENTAGE OF EXCELLENT OR VERY GOOD VALUE Argentina 32 41 73 Chile 31 42 Excellent Portugal 31 40 Very Good Australia 30 41 Italy 31 39 South Africa 26 43 France 31 37 New Zealand 30 38 Germany 27 41 Spain 25 43 SOURCE: WINE MARKET COUNCIL (US)
- 12. #1 MOST IMPORTANT THING
- 19. Click through rate on 1st page of Google results SOURCE: STUDY CONDUCTED BY SEOMOZ.COM
- 20. VS. NO CONTEST
- 21. Social media rank for grape varieties (past 12 months) Name Rank Total Mentions Chardonnay 1 696,514 Pinot Noir 2 667,352 Merlot 3 605,743 Syrah 4 488,893 Cabernet Sauvignon 5 449,122 Moscato 6 338,022 Riesling 7 284,279 Malbec 8 282,287 Zinfandel 9 219,379 Sauvignon Blanc 10 218,242 Grenache 11 88,568 Tempranillo 12 78,010 SOURCE: VINTANK
- 22. Social media rank for grape varieties (past 12 months) Name Rank Total Mentions Sangiovese 20 74751 Brunello 29 39159 Prosecco 30 34195 Barbera 35 26592 Nebbiolo 42 19994 Valpolicella 48 16497 Lambrusco 49 15911 Montepulciano 51 14956 Vermentino 60 10499 Dolcetto 71 7702 Nero d'Avola 80 5775 Delaware 81 5485 Aglianico 85 4810 Sagrantino 96 3384 Falanghina 119 2033 Grillo 126 1858 Vernaccia 136 1618 Teroldego 150 1296 Sangiovese Grosso 158 1041 SOURCE: VINTANK Tocai Friulano 161 974
- 23. Social media rank for regions (past 12 months) Name Rank Total Mentions Italy 6 173636 Chianti 15 108829 Barolo 27 60500 Tuscany 32 51625 Prosecco 47 33905 Chianti Classico 62 25443 Brunello di Montalcino 68 23804 Asti 88 17869 Valpolicella 96 16462 Piedmont 105 15616 Marche 108 14990 Sicily 128 11999 Barbaresco 131 11578 Veneto 137 10234 Piemonte 152 9215 Sicilia 154 9185 Puglia 165 7884 Umbria 172 7497 Moscato d'Asti 177 7364 SOURCE: VINTANK Langhe 180 7249 Alto Adige 197 6197
- 24. Social media rank for wineries (past 12 months) Highest Italian Winery? #117 - Cavit SOURCE: VINTANK