Documente Academic
Documente Profesional
Documente Cultură
to Your Customers:
How effective is New Media in terms of
recruitment and sales?
Presented by:
Paul Mabray, CEO of VinTank
Marc Engel, Partner and Director of
Wines Practice, B/R/S Group
Flow
1) Who We Are
2) What is ‘New Media’?
3) What Does It Mean for Wine?
4) Is New Media Effective for Recruitment and
Sales?
5) Lessons
6) Workshop It
WHO WE ARE
Two guys. Two Opinions.
Really?
Most technologies described as "new media" are digital, often
having characteristics of being manipulatable, networkable, dense,
compressible, interactive and impartial.
Old vs New
This…
This…
This…
This…
This… Is new media.
No really
Source: http://www.flickr.com/photos/mlemos/
3522358252/sizes/o/in/set-72157617990467890/
Translation
Google
Today
Interactive
Connected
Because new
Free
media is
Fast
Measurable
… but why?
Interactive
Connected
Because new
Free
media is
Fast
Measurable
… but why?
Interactive
Connected
Because new
Free
media is
Fast
Measurable
… but why?
Interactive
Connected
Because new
Free
media is
Fast
Measurable
… but why?
Interactive
Connected
Because new
Free
media is
Fast
Measurable
And it’s not contained
86%
say
they
have
not
used
social
networking
sites
to
get
business
advice
or
informaDon.
76%
have
not
found
social
networking
sites
such
as
Facebook,
Twi@er
and
LinkedIn
to
be
helpful
in
Most Business People
generaDng
business
leads
or
61%
say
they
for
expanding
their
use
general
business
during
the
search
engines
last
year. like
Google.
I’m
a
long
tail
product.
New
Wine Media
Wine & New Media: A Perfect Pair
I’m
a
long
tail
product.
New
Wine Media
I
love
long
tails!
Wine & New Media: A Perfect Pair
New
Wine
Word
of
Mouth
Media
is
the
biggest
reason
why
people
buy
me.
Wine & New Media: A Perfect Pair
OMG!
People
talk
about
what
they
like
all
the
New
Dme
on
me.
Wine
Word
of
Mouth
Media
is
the
biggest
reason
why
people
buy
me.
Wine & New Media: A Perfect Pair
I
confuse
and
inDmidate
New
Wine
most
people. Media
Wine & New Media: A Perfect Pair
I
confuse
and
inDmidate
New
Wine
most
people. Media
I’m
not
scared.
People
trust
me.
Even
your
mom
will
trust
me.
Wine & New Media: A Perfect Pair
I’m
quite
the
experience.
New
Wine Media
Wine & New Media: A Perfect Pair
I’m
quite
the
experience.
New
Wine Media
…
and
I
seek
mastery
and
control.
Wine & New Media: A Perfect Pair
I’m
quite
the
…!!!
experience.
New
Wine Media
…
and
I
seek
mastery
and
control.
Look who’s talking
Source: www.cruvee.com
The Dominance of Twitter
Where they’re talking…
On
Blogs
On
Forums
On
Microblogs
Source: www.cruvee.com
Wine Blogs
• 250,000 products
produced annually
• About 30,000
reviewed by
‘professional’ reviewers
• There are over 1000
dedicated wine blogs
Wine Blogs
40+
50+
200+
Wine Industry Noise
Insane Regulations
It’s a crazy Wine World
Insane Regulations
An incredibly complex
product
It’s a crazy Wine World
Distribution has all but
ended as a viable sales
channel for small wineries.
Rob McMillan
Insane Regulations
An incredibly complex
product
IS NEW MEDIA EFFECTIVE?
Is new media effective?
$360 $639
million million
Why yes, it is.
$360 $639
million million
• $150
million
(sha@ered
previous
record
of
$65m)
• 632,000
donors
(total
was
3.1
million)
• Average
donaDon
<$100
(Plouffe)
Hyper Speed
Widgets
facebook
MyBO.com
Barack TV Social
networks
Outreach
twitter
Mobile
MyBO.com
• 2 million profiles
created
• 35,000 volunteer
groups
• 400,000 blog posts
• 200,000 offline events
Mobile Obama
New Media is extremely effective
for branding, marketing and public relations…
Why?
1) Informative
2) Inclusive
3) Entertaining
4) Engaging
5) Democratizing
Hulu
Guess
how
long
it
took
for
them
to
respond.
Listening - Customer Service
Chris Brogan – President of New Marketing Labs
Four
Minutes.
Listening - Customer Service
Chris Brogan – President of New Marketing Labs
I’m
fully
sold
on
who
I’d
choose
if
I
needed
mission‐cri5cal
support
for
a
heavy
traffic
site.
I’d
use
Rackspace
cloud.
Zappos
Will it Blend?
Tony the
winemaker
Josh & Ryan,
Kent, the chef pourers in the
tasting room
Old new media, more effective
than new new media.
Ad on FB offering 10% discount
• Nearly 300,000 impressions (times displayed)
• 90 clicks to the website
• 0 sales
• Targeted email more effective
• FB-only 25% off promotion in honor of the winemaker and
her husband’s 25th anniversary
• 0 sales
• Then emailed to mailing list…nearly $15,000 in sales
Old new media, more effective
than new new media.
Ad on FB offering 10% discount
• Nearly 300,000 impressions (times displayed)
• 90 clicks to the website
• 0 sales
Targeted email more effective
• FB-only 25% off promotion in honor of the winemaker and
her husband’s 25th anniversary
• 0 sales
• Then emailed to mailing list…nearly $15,000 in sales
Uncertainty about Facebook
“YOU NEED
TO BE ON FB,
MS, Twitter, FF,
etc, etc, etc.”
New Media is NOT a silver bullet
“YOU NEED
TO BE ON FB,
MS, Twitter, FF,
etc, etc, etc.”
“YOU NEED
TO HAVE YOUR
WINES RATED
BY WINE
BLOGGERS.”
New Media is NOT a silver bullet
“YOU NEED
TO BE ON FB, “YOU
MS, Twitter, FF, NEED to
etc, etc, etc.”
BLOG.”
“YOU NEED
TO HAVE YOUR
WINES RATED
BY WINE
BLOGGERS.”
New Media is NOT a silver bullet
“YOU NEED
TO BE ON FB, “YOU
MS, Twitter, FF, NEED to
etc, etc, etc.”
BLOG.”
“YOU NEED
TO HAVE YOUR
WINES RATED
BY WINE
BLOGGERS.”
Your brand will benefit from a good social media strategy that is PART of
your overall digital strategy.
PICK the social network where YOUR type of customers are engaging. Do
activities that yield the HIGHEST ROI for your efforts.
What new media will give to you
• Exposure
• Likelihood to be recommended
• Customer acquisition
• Measurement
• Unparalleled access
Content is King
1) Listen
2) Be Authentic
3) Be Transparent
4) Engage
5) Care