How Internet is re-shaping wine marketing and PR

ONLINE WINE MARKETING & PRHow internet is re-shaping wine marketing and PR

Version 1.0

An eBook by VinoPR

SUMMARY

(4) A changing world

(6) Some data

(7) How internet re-shaped wine marketing and PR

(8) A brief guide on Social Media

(9) Tools

(10) Blogs

(11) Stormhoek’s blog

(12) Microblogs

2Wine Marketing & PR Online. How internet is re-

shaping wine marketing and PR | By VinoPR

(12) Microblogs

(13) Vinography and Twitter

(14) Social networks

(15) Sacre Bleu Wine and Facebook

(16) Photo and Video sharing

(17) Casa Vinicola Zonin and Photo Sharing

(18) Wine Library TV and Video Sharing

(19) Podcasts

SUMMARY

(20) Grape Radio Podcast(21) Social Media Press Release (22) The Social Media press release template (23) A few examples of wineries using Social Media(26) 5 REASONS WHY A WINERY SHOULD USE SOCIAL MEDIA(27) Additional resources on Social Media(31) VinoPR – Who we are(33) The author - Fabio Ingrosso(34) The translator – Alessandro Soldi

3Wine Marketing & PR Online. How internet is

re-shaping wine marketing and PR | By VinoPR

(34) The translator – Alessandro Soldi(35) Creative Commons Copyright

A CHANGING WORLD

• The economy is global

• New communication spaces have appeared: SOCIAL MEDIA (blogs, microblogs,

social networks, wikis, podcasts, …)

• A new type of consumer has appeared: the user/consumer (prosumer)



• Social media are empowering the consumer, giving him the opportunity to create

information and contents, and to spread opinions on products and brands

• Consumers have become extremely critical and active. Therefore they cannot be

addressed anymore with the traditional tools of communication (advertising, ...)

• Consumers look for information themselves, according to their interests. Consumers

connect, share and converse

Imagine a group of people on

the street, talking about your

product. What would you do?

On the internet millions of



people connect. And they also

talk about your product. Are you there?

SOME DATA

The numbers of the internet:

. more than 133 MILLION BLOGS are indexed on

Technorati, the most famous blogs search engine (1)

. in 2008 about 560 MILLION PEOPLE worldwide watched

online videos, mainly on YouTube (2)



online videos, mainly on YouTube

. more than 200 MILLION USERS use Facebook (3)

(1) http://technorati.com/blogging/state-of-the-blogosphere(2) http://www.emarketer.com/Article.aspx?id=1006805(3) http://www.facebook.com/press/info.php?statistics

How the internet changed marketing and PR

• Millions of consumers use the web to get information before a purchase.

• On the internet people participate, collaborate, share pictures and videos, create

contents. People are active.

• In this new context old marketing and PR rules (print, radio and TV advertising;

telemarketing; direct mailing; press releases, ...) don’t suffice.

• Within an extremely interconnected world new rules and tools are being developed:

blogs, wikis, podcasts, RSS, SEO, SEM, online viral videos, pictures sharing, …



blogs, wikis, podcasts, RSS, SEO, SEM, online viral videos, pictures sharing, …

• If you want to purchase something, the first thing you do is google the product you’re after. Then you browse through websites, forums and blogs to get a better idea of the offer. How do companies meet the new needs of their customers?

SOLUTION: SOCIAL MEDIA

A BRIEF GUIDE TO SOCIAL MEDIA

Applications, platforms and media that facilitate interaction, collaboration and sharing of contents. Main features:

• PARTICIPATION

Social media encourage contribution and feedbacks

• OVERTURE

Social media encourage comments and information sharing



• CONVERSATION

The old communication model is mono-directional (contents are pushed to a passive audience). Social media represent a multi-directional universe

• COMMUNITY

Social media facilitate the creation of communities of people who share an interest (wine lovers, …)

• RELATIONS

Social media link to other websites, resources and people

8

TOOLS

microbloggingsocial

photo

video sharing

social media

press release



blogs

microbloggingsocial networksphoto

sharingpodcasting

A BLOG is an online journal,

containing posts that are

ordered chronologically.

Readers can interact:



Readers can interact:

commenting and giving a

feedback.

STORMHOEK

Stormhoek is a South African winery. In 2005 it started a blog marketing campaign addressed to British bloggers, sending them bottles of their best production of wine to taste and evaluate.In about a year Stormhoek doubled its sales in Britain and its brand



its sales in Britain and its brand was strategically spread in blogs, image sharing websites and social media.

Since 2005 Stormhoek’s value has increased from 1 to 10 million dollars.

www.stormhoek.co.za

A MICROBLOG is a type of blog

that allows users to publish short

messages. It is very useful to

start and maintain peer to peer



start and maintain peer to peer

communication.

The most widely spread

microblogging service is Twitter.

VINOGRAPHY

Vinography is one of the most followed wine

blogs in the world. It has recently opened a

Twitter account, entering the world of

microblogging.

Vinography communicates with short messages

to the contacts created: reviewing, tasting and

writing about wine.

Twitter is an appendix to the blog. The number

of wineries using this tool is currently in the



of wineries using this tool is currently in the

hundreds and they converse with the other users

of social media exchanging links, suggestions,

opinions, signaling events, ...

Microblogging is already widely used for

commercial reasons in many sectors and is a

useful platform to launch and promote new

products and offers.

http://twitter.com/vinography

A SOCIAL NETWORK is a

platform that allows its users to

build and publish personal web

pages, connecting with friends



pages, connecting with friends

and sharing contents. The

largest social networks are

Facebook and MySpace.

SACRE BLEU WINE

Sacre Bleu published a page on Facebook that is contributing to the creation of a network of hundreds of people.

In the page the winery publishes pictures and videos promoting its brand and its products, posts links, and invites its contacts to exclusive events.



Sacre Bleu’s communication activity is mostly aimed at the millenial generation (people born between 1980 and 1990). It is very present and active on Facebook, and it has a blog and accounts with MySpace, Twitter and Youtube.

http://it-it.facebook.com/pages/Sacre-Bleu-Wine/28719111490

PHOTO & VIDEO SHARING are

services that allow users to

organize galleries of pictures and

videos, making them available to

friends and other internet users.



friends and other internet users.

The most used services are Flickr

for photos and Youtube for

videos.

CASA VINICOLA ZONIN

Casa Vinicola Zonin opened a Flickr

account and uploaded hundreds of

pictures of its wineries in Italy and in the

rest of the world.

The pictures are categorized by location

in several galleries. Each picture is

connected to one or more tags (key

words), and to a map showing its

geographical location.



Casa Vinicola Zonin used Flickr to enter

the world of photosharing and to start

conversations and relations with

thousands of passionate photographers.

During harvest season in 2008 Casa

Vinicola Zonin conducted some free

showings of its wineries to whoever

wanted to take pictures of them.

http://www.flickr.com/ photos/zonin

WINE LIBRARY TV

“The ways a person can communicate have

exploded [...] Now you've got tens of

thousands following on Twitter, blogs read by

hundreds of thousands of people, texting,

StumbledUpon, Pownce, Jaiku, video blog

sites [...] If a million friends like what you do,

they're going to absolutely build your brand or

your business to a totally different degree than

what has ever been done before” - Gary Vaynerchuk.

http://www.fastcompany.com/articles/2008/09/i

nterview-gary-vaynerchuk.html



nterview-gary-vaynerchuk.html

Wine Library TV is on of the best examples of

how to use online videos in the wine industry,

with videos published and shared on Viddler

counting thousands of daily visitors. At the

moment there are about 600 videos, receiving

80 thousand visits a day. Wine Library TV’s

wine selling business has increased from 4 to

50 million dollars.

http://tv.winelibrary.com

A PODCAST is an audio or

video file available by

subscription through services



subscription through services

like Apple iTunes.

GRAPE RADIO

GrapeRadio is a website offering wine

related podcasts. Every episode

contains: news, events, and interviews

with the main actors of the wine sector.

It was voted “Top Podcast of 2006” at

the 2006 Portable Media Expo. In 2008

it won the American Wine Blog Award

as best wine online video resource and

the James Beard Foundation Award

for its best practice in journalism.



Its podcasts are available on the

website or through iTunes.

http://www.graperadio.com

The SOCIAL MEDIA PRESS RELEASE is the new media

evolution of the traditional press

release. The SMPR adopts all



release. The SMPR adopts all

the communications tools of the

web 2.0 (1).

(1) http://it.wikipedia.org/wiki/Web_2.0

The Social Media Press Release Template

The Social Media Press Release is an evolved

approach to preparing press releases

characterized by a multimedia and facts-oriented

approach. The typical social media press release

integrates video clips, bookmarks, citations, blog

posts, multiple links and resources allowing the

news editor to pick and select individual info

items that may best serve his interest, editorial

style and audience.

“The SMPR is simply a way to both Web-ify the



“The SMPR is simply a way to both Web-ify the

content that you put in a news release, and also,

ideally to socialize it. So it’s about adding

multimedia, making sure these things are more

findable than they’ve ever been before in the age

of Google, but also giving some community and

context aspects to it as well. Letting people

potentially comment on the news, or take and

remix aspects of the news and put it on their own

blog…and discuss it and find it among their own

friends.”http://www.masternewmedia.org/news/2008/05/31/the_soc

ial_media_press_release.htm

The above image is the template for the Social Media Press Release by Todd Defren (Shift Communications) To download a pdf version click: http://www.shiftcomm.com/downloads/smr_v1.5.pdf

A FEW EXAMPLES OF WINERIES USING SOCIAL MEDIA

• Cantina di Castelnuovo del Garda

- Blog: http://www.cantinacastelnuovo.com

• Casa Vinicola Zonin

- Blog: http://www.wineislove.it

- Twitter: http://twitter.com/francescozonin

- Flickr: http://www.flickr.com/photos/zonin

- Facebook: http://www.facebook.com/pages/Casa-Vinicola-Zonin/26336907198



- Facebook: http://www.facebook.com/pages/Casa-Vinicola-Zonin/26336907198

• Poggioargentiera

- Blog: http://poggioargentiera.com

- Twitter: http://twitter.com/pagliag

- Flickr: http://www.flickr.com/photos/poggioargentiera

- Youtube: http://www.youtube.com/user/gianpaolopaglia

• Tenuta di San Leonardo

- Blog: http://blog.sanleonardo.it


• Villa Petriolo

- Blog: http://www.divinando.blogspot.com

- Youtube: http://it.youtube.com/user/Villapetriolo08

• Casavides

- Blog: http://casavides.com

- Twitter: http://twitter.com/casavides

- Flickr: http://www.flickr.com/photos/casavides



- Flickr: http://www.flickr.com/photos/casavides

- Youtube: http://www.youtube.com/user/casavides

• Crushpad

- Blog: http://www.crushpadwine.com/blog

- Twitter: https://twitter.com/crushpad

- Flickr: http://www.flickr.com/photos/63801170@N00

- Youtube: http://www.youtube.com/user/crushpadvideo

- iTunes:http://phobos.apple.com/WebObjects/MZStore.woa/wa/viewPodcast?id=260134729


• Stormhoek

- Blog: http://www.stormhoek.co.za

- Twitter: http://twitter.com/Stormhoek

- Facebook: http://en-gb.facebook.com/group.php?gid=2388408693

• Tablas Creek

- Blog: http://tablascreek.typepad.com



• Twisted Oak Winery

- Blog: http://www.elbloggotorcido.com

- Twitter: http://twitter.com/eljefetwisted

• Vinexpo

- Blog: http://blog.vinexpo.com/en (it isnt’t properly a blog, but it shows a commitment to a future use of social media)

5 REASONS WHY A WINERY SHOULD USE SOCIAL MEDIA

1. Listen: obtain key information on the market and on consumers

2. Stimulate: start a dialogue about your brand (viral, word of mouth, …)

3. Support: allow your customers to access all the relevant information about your brand and your products

4. Identity: build your presence on the web (In Italy 10.2 million people use the



4. Identity: build your presence on the web (In Italy 10.2 million people use the internet, 8 million read blogs and 5.6 post comments. Moreover, there are 3.4 million bloggers and 1.2 million of them post their opinions on brands and products(1)).

5. Bypass traditional media: build messages that reach the consumer without filters.

(1) Data from the Universal MaCann – Wave 3 research dated March 2008 care of AdMaiora S.p.A.

ADDITIONAL RESOURCES ON SOCIAL MEDIA

• Blogging Platforms

- Blogger: https://www.blogger.com/start

- Typepad: http://www.typepad.com

- Wordpress: http://wordpress.org

• Microblogging Services

- Jaiku: http://www.jaiku.com

- Twitter: http://twitter.com



- Twitter: http://twitter.com

• Social Networks

- Facebook: http://it-it.facebook.com

- MySpace: http://www.myspace.com

- Linkedin: http://www.linkedin.com


• Wine related Social Networks

- Adegga: http://www.adegga.com

- AmericanWinery: http://www.americanwinery.com

- Bottlenotes: http://www.bottlenotes.com

- Bottletalk: http://www.bottletalk.com

- Calwineries: http://www.calwineries.com

- CellarTracker: http://www.cellartracker.com/intro.asp

- Cork’d: http://corkd.com



- Cork’d: http://corkd.com

- Guru Del Vino: http://www.gurudelvino.com

- Must Love Wine: http://www.mustlovewine.com/home.php

- OpenBottles: http://www.openbottles.com

- Open Wine Consortium: http://www.openwineconsortium.org

- Snooth: http://www.snooth.com

- Vinorati: http://www.vinorati.com

- WineLog: http://www.winelog.net

- Vinivino: http://www.vinivino.com

- Vinix: http://www.vinix.it


• Photo sharing Services

- Flickr: http://www.flickr.com

- Fotki: http://www.fotki.com

- PBase: http://www.pbase.com

- Picasa: http://picasa.google.com

- Photobucket: http://photobucket.com



• Video sharing Services

- Youtube: http://photobucket.com

- Blip.tv: http://blip.tv

- DailyMotion: http://www.dailymotion.com

- Google Video: http://video.google.com

- Jump Cut: http://jumpcut.com

- Revver: http://revver.com

- Vimeo: http://www.vimeo.com

- Viddler: http://www.viddler.com

Do you want to get 35 suggestions to start your

experience with social media?

And do you want to have access



And do you want to have access

to the 10 secrets of the web 2.0

gurus?

VinoPR – Who we are

We put wineries in touch with

consumers. Through the internet.



We are an online communications and marketing agency specializing in wine. We use all the social

media tools to initiate contacts and relations between wineries and consumers: blogs, microblogs, social

networks, photo sharing, video sharing, podcasts, social media press release, …

In our website, www.vinopr.it, you will be able to follow our updates and read our posts on wine

communications and marketing, available in english.

Follow us also via Twitter @Vino_PR

Did you know that there are 10

ways to monitor your

competitors online? And that you



can increase the readers of your

news feed following...

The Author – FABIO INGROSSO

Hi, my name is Fabio Ingrosso, I am responsible for the first wine blog

networks in Italy: Vino24 (http://vino24.tv) e VinoGlocal (http://www.vinoglocal.it). As a blogger and content manager I wrote on

Donna Moderna, one of the most important italian women magazine,

and on Blogo, the first italian nanopublishing network of information.



In June 2008 I created VinoPR with a partner. We use new marketing and communications internet tools to

establish and maintain conversations around wine brands, managing online content, building communities,

monitoring the competitors and starting online marketing operations.

Feel free to contact me at [email protected] or drop me a line on the following number: +39 349.148.7212.

You can also follow my Twitter updates here http://twitter.com/fabioingrosso or my Friendfeed account here

http://friendfeed.com/fabioingrosso. Be my friend also on Linkedin http://www.linkedin.com/in/fabioingrosso for

professional relations.

The Translator – ALESSANDRO SOLDI

Hi, my name is Alessandro Soldi, I am a junior consultant at an international PR firm. My web expertise covers online PR, community building and web ecology.



I launched my blog about Corporate Social Responsibility (http://fairadvantage.blogspot.com) in

February 2009 and I am part of the United Nations online volunteer program. I firmly believe social

media offer incredible opportunities to establish and conduct a profitable dialogue between companies

and their stakeholders.

Feel free to contact me at @alessandrosoldi on Twitter or connect with me on Linkedin

http://www.linkedin.com/in/asoldi

Creative commons copyright



The ebook Wine Marketing & PR Online, How internet is re-

shaping wine marketing and PR, is licensed under a Creative

Commons Attribution 3.0 Unported License. For more information

click here:

http://creativecommons.org/licenses/by/3.0/

Business

How Internet is re-shaping wine marketing and PR