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7/27/2019 Wine & Social Media....It's What we Have Been Waiting for....
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Wine and Social Media
Its What We Have Been Wait ing For
James Melndez
James the Wine Guy
7/27/2019 Wine & Social Media....It's What we Have Been Waiting for....
2/23
James Melndez
James the Wine Guy
Metricsat a Glance
Copyright 2011 - James Melendez
7/27/2019 Wine & Social Media....It's What we Have Been Waiting for....
3/23
James Melndez
James the Wine Guy
US Wine MarketMarket Growth Rate v. Core Inflation
-10
-5
0
5
10
15
20
1991199
2199
3199
4199
5199
6199
7199
8199
9200
0200
1200
2200
3200
4200
5200
6200
7200
8200
9201
0
Market Incr %
core inflation %
Copyright 2013 - JamesMelendez
Copyright 2011 - James Melendez
7/27/2019 Wine & Social Media....It's What we Have Been Waiting for....
4/23
James Melndez
James the Wine Guy
US Wine MarketTotal Market (USD B)
Source: Gomberg-Fredrikson & Associates and Wine Institute
$0.0
$5.0
$10.0
$15.0
$20.0
$25.0
$30.0
$35.0
Copyright 2011 - James Melendez
7/27/2019 Wine & Social Media....It's What we Have Been Waiting for....
5/23
James Melndez
James the Wine Guy
Source: *Gomberg-Fredrikson & Associates and Wine Institute# Nightly Business Report PBS
US Wine MarketThe Fine Details
California wine accounted for 61% of entire USwine sales ($30 B)*
California accounted for 90% of all USdomestic wines produced*
Per capita wine consumption US 5 liter*
Imagine an increase of .5 liter to 1.0 liter
Copyright 2011 - James Melendez
7/27/2019 Wine & Social Media....It's What we Have Been Waiting for....
6/23
James Melndez
James the Wine Guy
Wine: An Ocean of OpportunityWine Consumers
More choice
Wine regions
Varietals
Blends
Copyright 2011 - James Melendez
7/27/2019 Wine & Social Media....It's What we Have Been Waiting for....
7/23
James Melndez
James the Wine Guy
Wine: Ocean of OpportunityMore messages Retailers
Traditional Wine Authorities
Well known wine personalities: Jancis Robinson,Robert Parker
Social media personalities: Gary Varneychuck Traditional Media Wine content providers
Wall Street Journal, Wine Spectator, Syndicatedmedia and broadcast programming
New Media content providers
Social Media Twitter, Facebook, YouTube
d. Bloggers e. Virtual tastings
f. Apps (Apple, Android)
g. Wine sites - Snooth, Wine Enthusiast
Copyright 2011 - James Melendez
7/27/2019 Wine & Social Media....It's What we Have Been Waiting for....
8/23
James Melndez
James the Wine Guy
Wine: Ocean of Opportunity
More activation
A wine culture being born
More wine bars
Better wine list
Greater wine assortments
Experimentation
Increased Wine events
Self-organized wine tastings
Consumer preferences and demands being heard Consumers are more willing to try new varietals
and regions.
Copyright 2011 - James Melendez
7/27/2019 Wine & Social Media....It's What we Have Been Waiting for....
9/23
James Melndez
James the Wine Guy
Wine: Ocean of Opportunity
More Marketing Efforts
Established wine regions
Wines of Chile Wines of Spain
Wines of Portugal
Austria Uncorked
Wine clubs
Advertising
Couponing
Copyright 2011 - James Melendez
7/27/2019 Wine & Social Media....It's What we Have Been Waiting for....
10/23
James Melndez
James the Wine Guy
Wine: Ocean of Opportunity
Wine Prescribors Whos talking
Everyone is talking online about wine
Twitter, Facebook, YouTube Wine curious individuals
Wine enthusiasts
Wine bloggers
Wine producers
Wine marketing trade organizations PR firms
Well known personalities
Wine media sites
Copyright 2011 - James Melendez
7/27/2019 Wine & Social Media....It's What we Have Been Waiting for....
11/23
James Melndez
James the Wine Guy
Wine and social media
+ =
Copyright 2011 - James Melendez
7/27/2019 Wine & Social Media....It's What we Have Been Waiting for....
12/23
James Melndez
James the Wine Guy
Wine: Ocean of Opportunity
The Social Media Quad
Facebook, Twitter, YouTube, Blog
Leverage your site
Utilize, Engage and be ACTIVE
Create and execute a social mediacampaign
Lessons Learned
Murphy Goode A Really Goode Job campaign
Cooperative v. Competitive Social MediaCommunity engagement
Social Media Campaign
Captivate, Engagement, Cooperation
Copyright 2011 - James Melendez
7/27/2019 Wine & Social Media....It's What we Have Been Waiting for....
13/23
James Melndez
James the Wine Guy
Mainline Social Media
Social Media
Type Feature Relationship
Twitter Open
140 Character
Update
Follower
Following
Friend
Facebook Semi-open
Video
Photo
Status Update
Friend
Family
YouTube Open Video
SubscriberSubscription
Friend
Copyright 2011 - James Melendez
7/27/2019 Wine & Social Media....It's What we Have Been Waiting for....
14/23
James Melndez
James the Wine Guy
Twitter Study
Copyright 2011 - James Melendez
7/27/2019 Wine & Social Media....It's What we Have Been Waiting for....
15/23
My Twitter StudyMethodology
Examined last 5,000 followers / followings, friends
Reviewed national affiliation
State / province affiliation
City affiliation
Number of followers, following; average followers, following
Number of tweets, average number of tweets
Reviewed user for their wine, food or overall wine lifestyleidentification
Source: James Melendez,James the Wine Guy 2011
Twitter Study
7/27/2019 Wine & Social Media....It's What we Have Been Waiting for....
16/23
0
500
1000
1500
2000
2500
3000
3500
4000
4500
5000
US
Germ
any
Tota
lEnt
ries
Mul
ti-Na
tions
Chile UK
Espa
na
Cana
da
Aust
ralia
Unkn
own
New
Zea
land
Indi
a
Fran
ce
Mex
ico
Sout
hAf
rica
Ital
ia
Arge
ntin
a
Followers AVG Following AVG Tweets AVG
Twitter ConnectednessNation
Average Follower / Following Rate
Source: James Melendez,
James the Wine Guy
2011 Twitter Study
7/27/2019 Wine & Social Media....It's What we Have Been Waiting for....
17/23
James Melndez
James the Wine Guy
US
Australia
UK
Canada
Italia
Espana
New Zealand
France
South Africa
Argentina
Chile
Mexico
Germany
India
Twitter Connectedness
NationAverage Follower / Following Rate
1
2
Ring 1 - Twitter Study
Ring 2 - Sysomos
Copyright 2011 - James Melendez
7/27/2019 Wine & Social Media....It's What we Have Been Waiting for....
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0
500
1000
1500
2000
2500
3000
3500
4000
4500
IL TX NY FL CA OR WA PA MA VA
Followin Followers Tweets
Twitter ConnectednessUS State
Average Follower / Following Rate
Source: James Melendez,James the Wine Guy
2011 Twitter Stud
Copyright 2011 - James Melendez
7/27/2019 Wine & Social Media....It's What we Have Been Waiting for....
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0.00
0.05
0.10
0.15
0.20
0.25
0.30
DC WA CA OR CO NY NV IL TX AZ
Following & Follower Ratio Tweets Ratio
Twitter ConnectednessUS States
Follower / Following / Tweet Ratio
Source: James Melendez,James the Wine Guy
2011 Twitter Stud
Copyright 2011 - James Melendez
7/27/2019 Wine & Social Media....It's What we Have Been Waiting for....
20/23
James Melndez
James the Wine Guy
0
500
1000
1500
2000
2500
3000
3500
4000
4500
SANFR
ANCISC
O
NEW
YOR
KNA
PA
SONO
MA
LOSAN
GELES
SEATTL
E
CHICAG
O
LOND
ON
VANC
OUVE
R
TORO
NTO
Following Followers Tweets
Twitter Connectedness
CityAverage Follower / Following Rate
Source: James Melendez,James the Wine Guy 2011
Twitter Study
Copyright 2013 - JamesMelendez
Copyright 2011 - James Melendez
7/27/2019 Wine & Social Media....It's What we Have Been Waiting for....
21/23
James Melndez
James the Wine Guy
Rioja, Today and Tomorrow
Copyright 2011 - James Melendez
7/27/2019 Wine & Social Media....It's What we Have Been Waiting for....
22/23
James Melndez
James the Wine Guy
Rioja, First and Foremost
A vision
Top of mind
An enduring wine region that fully executes winesof excellence and equally matches to the promiseof the social media frontier
A heritage wine region that every one must taste
Copyright 2011 - James Melendez
7/27/2019 Wine & Social Media....It's What we Have Been Waiting for....
23/23
James Melndez
James the Wine Guy
Notes: my copyright (James Melendez 2011) is for all content in this present and the only exception forformat of PowerPoint presentation and sponsoring logos. I have given citations for sources of informationthat reference. My logo is TM 2013.
Copyright 2011 - James Melendez
