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ONLINE WINE MARKETING & PR
     How 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
(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




                            Wine Marketing & PR Online. How internet is re-
                              shaping wine marketing and PR | By VinoPR       2
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
(35)   Creative Commons Copyright




                        Wine Marketing & PR Online. How internet is
                        re-shaping wine marketing and PR | By VinoPR   3
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


                              Wine Marketing & PR Online. How internet is
                              re-shaping wine marketing and PR | By VinoPR               4
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?

          Wine Marketing & PR Online. How internet is
          re-shaping wine marketing and PR | By VinoPR   5
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)

                        . 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


                                        Wine Marketing & PR Online. How internet is
                                        re-shaping wine marketing and PR | By VinoPR   6
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, …


• 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


                              Wine Marketing & PR Online. How internet is
                              re-shaping wine marketing and PR | By VinoPR               7
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


                                   Wine Marketing & PR Online. How internet is re-
                                     shaping wine marketing and PR | By VinoPR                              8
TOOLS



                                  social media
     video                        press release
     sharing
                 social                                microblogging
photo            networks
sharing
                                    podcasting
           blogs



           Wine Marketing & PR Online. How internet is re-
             shaping wine marketing and PR | By VinoPR                 9
A BLOG is an online journal,
  containing posts that are
  ordered chronologically.
    Readers can interact:
  commenting and giving a
         feedback.

        Wine Marketing & PR Online. How internet is re-
          shaping wine marketing and PR | By VinoPR       10
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
                                                         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


                      Wine Marketing & PR Online. How internet is re-
                        shaping wine marketing and PR | By VinoPR                         11
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
         communication.
     The most widely spread
microblogging service is Twitter.

          Wine Marketing & PR Online. How internet is re-
            shaping wine marketing and PR | By VinoPR       12
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
                                                            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

                                Wine Marketing & PR Online. How internet is
                                re-shaping wine marketing and PR | By VinoPR                               13
A SOCIAL NETWORK is a
platform that allows its users to
build and publish personal web
pages, connecting with friends
   and sharing contents. The
  largest social networks are
   Facebook and MySpace.
          Wine Marketing & PR Online. How internet is
          re-shaping wine marketing and PR | By VinoPR   14
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
                                          Wine Marketing & PR Online. How internet is re-
                                            shaping wine marketing and PR | By VinoPR                      15
PHOTO & VIDEO SHARING are
    services that allow users to
organize galleries of pictures and
videos, making them available to
 friends and other internet users.
The most used services are Flickr
     for photos and Youtube for
               videos.
           Wine Marketing & PR Online. How internet is
           re-shaping wine marketing and PR | By VinoPR   16
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 Marketing & PR Online. How internet is re-
                                        shaping wine marketing and PR | By VinoPR                                    17
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

                                                        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   Wine Marketing & PR Online. How internet is
                            re-shaping wine marketing and PR | By VinoPR                                     18
A PODCAST is an audio or
    video file available by
subscription through services
      like Apple iTunes.


        Wine Marketing & PR Online. How internet is
        re-shaping wine marketing and PR | By VinoPR   19
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




Wine Marketing & PR Online. How internet is
re-shaping wine marketing and PR | By VinoPR                               20
The SOCIAL MEDIA PRESS
  RELEASE is the new media
evolution of the traditional press
 release. The SMPR adopts all
the communications tools of the
           web 2.0 (1).

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

                                           Wine Marketing & PR Online. How internet is
                                           re-shaping wine marketing and PR | By VinoPR   21
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
                                                                        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
http://www.masternewmedia.org/news/2008/05/31/the_soc                   friends.”
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

                                           Wine Marketing & PR Online. How internet is
                                           re-shaping wine marketing and PR | By VinoPR                                22
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

•   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


                               Wine Marketing & PR Online. How internet is
                               re-shaping wine marketing and PR | By VinoPR     23
A FEW EXAMPLES OF WINERIES USING SOCIAL
                 MEDIA

•   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
    - 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


                              Wine Marketing & PR Online. How internet is
                              re-shaping wine marketing and PR | By VinoPR       24
A FEW EXAMPLES OF WINERIES USING SOCIAL
                 MEDIA

•   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)




                               Wine Marketing & PR Online. How internet is
                               re-shaping wine marketing and PR | By VinoPR         25
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
      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.

                                       Wine Marketing & PR Online. How internet is re-
                                         shaping wine marketing and PR | By VinoPR              26
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

•   Social Networks
    - Facebook: http://it-it.facebook.com
    - MySpace: http://www.myspace.com
    - Linkedin: http://www.linkedin.com




                              Wine Marketing & PR Online. How internet is
                              re-shaping wine marketing and PR | By VinoPR   27
ADDITIONAL RESOURCES ON SOCIAL MEDIA

•   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
    - 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


                            Wine Marketing & PR Online. How internet is
                            re-shaping wine marketing and PR | By VinoPR   28
ADDITIONAL RESOURCES ON SOCIAL MEDIA

•    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



                             Wine Marketing & PR Online. How internet is
                             re-shaping wine marketing and PR | By VinoPR   29
Do you want to get 35
    suggestions to start your
 experience with social media?
And do you want to have access
to the 10 secrets of the web 2.0
             gurus?

          Wine Marketing & PR Online. How internet is re-
            shaping wine marketing and PR | By VinoPR       30
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




                             Wine Marketing & PR Online. How internet is re-
                               shaping wine marketing and PR | By VinoPR                                   31
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...


          Wine Marketing & PR Online. How internet is
          re-shaping wine marketing and PR | By VinoPR   32
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 info@vinopr.it 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.




                                 Wine Marketing & PR Online. How internet is
                                 re-shaping wine marketing and PR | By VinoPR                                     33
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




                               Wine Marketing & PR Online. How internet is
                               re-shaping wine marketing and PR | By VinoPR                             34
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/




                 Wine Marketing & PR Online. How internet is re-
                   shaping wine marketing and PR | By VinoPR       35

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How Internet is re-shaping wine marketing and PR

  • 1. ONLINE WINE MARKETING & PR How internet is re-shaping wine marketing and PR Version 1.0 An eBook by VinoPR
  • 2. 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 (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 Wine Marketing & PR Online. How internet is re- shaping wine marketing and PR | By VinoPR 2
  • 3. 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 (35) Creative Commons Copyright Wine Marketing & PR Online. How internet is re-shaping wine marketing and PR | By VinoPR 3
  • 4. 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 Wine Marketing & PR Online. How internet is re-shaping wine marketing and PR | By VinoPR 4
  • 5. 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? Wine Marketing & PR Online. How internet is re-shaping wine marketing and PR | By VinoPR 5
  • 6. 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) . 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 Wine Marketing & PR Online. How internet is re-shaping wine marketing and PR | By VinoPR 6
  • 7. 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, … • 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 Wine Marketing & PR Online. How internet is re-shaping wine marketing and PR | By VinoPR 7
  • 8. 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 Wine Marketing & PR Online. How internet is re- shaping wine marketing and PR | By VinoPR 8
  • 9. TOOLS social media video press release sharing social microblogging photo networks sharing podcasting blogs Wine Marketing & PR Online. How internet is re- shaping wine marketing and PR | By VinoPR 9
  • 10. A BLOG is an online journal, containing posts that are ordered chronologically. Readers can interact: commenting and giving a feedback. Wine Marketing & PR Online. How internet is re- shaping wine marketing and PR | By VinoPR 10
  • 11. 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 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 Wine Marketing & PR Online. How internet is re- shaping wine marketing and PR | By VinoPR 11
  • 12. 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 communication. The most widely spread microblogging service is Twitter. Wine Marketing & PR Online. How internet is re- shaping wine marketing and PR | By VinoPR 12
  • 13. 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 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 Wine Marketing & PR Online. How internet is re-shaping wine marketing and PR | By VinoPR 13
  • 14. A SOCIAL NETWORK is a platform that allows its users to build and publish personal web pages, connecting with friends and sharing contents. The largest social networks are Facebook and MySpace. Wine Marketing & PR Online. How internet is re-shaping wine marketing and PR | By VinoPR 14
  • 15. 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 Wine Marketing & PR Online. How internet is re- shaping wine marketing and PR | By VinoPR 15
  • 16. PHOTO & VIDEO SHARING are services that allow users to organize galleries of pictures and videos, making them available to friends and other internet users. The most used services are Flickr for photos and Youtube for videos. Wine Marketing & PR Online. How internet is re-shaping wine marketing and PR | By VinoPR 16
  • 17. 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 Marketing & PR Online. How internet is re- shaping wine marketing and PR | By VinoPR 17
  • 18. 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 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 Wine Marketing & PR Online. How internet is re-shaping wine marketing and PR | By VinoPR 18
  • 19. A PODCAST is an audio or video file available by subscription through services like Apple iTunes. Wine Marketing & PR Online. How internet is re-shaping wine marketing and PR | By VinoPR 19
  • 20. 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 Wine Marketing & PR Online. How internet is re-shaping wine marketing and PR | By VinoPR 20
  • 21. The SOCIAL MEDIA PRESS RELEASE is the new media evolution of the traditional press release. The SMPR adopts all the communications tools of the web 2.0 (1). (1) http://it.wikipedia.org/wiki/Web_2.0 Wine Marketing & PR Online. How internet is re-shaping wine marketing and PR | By VinoPR 21
  • 22. 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 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 http://www.masternewmedia.org/news/2008/05/31/the_soc friends.” 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 Wine Marketing & PR Online. How internet is re-shaping wine marketing and PR | By VinoPR 22
  • 23. 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 • 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 Wine Marketing & PR Online. How internet is re-shaping wine marketing and PR | By VinoPR 23
  • 24. A FEW EXAMPLES OF WINERIES USING SOCIAL MEDIA • 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 - 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 Wine Marketing & PR Online. How internet is re-shaping wine marketing and PR | By VinoPR 24
  • 25. A FEW EXAMPLES OF WINERIES USING SOCIAL MEDIA • 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) Wine Marketing & PR Online. How internet is re-shaping wine marketing and PR | By VinoPR 25
  • 26. 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 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. Wine Marketing & PR Online. How internet is re- shaping wine marketing and PR | By VinoPR 26
  • 27. 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 • Social Networks - Facebook: http://it-it.facebook.com - MySpace: http://www.myspace.com - Linkedin: http://www.linkedin.com Wine Marketing & PR Online. How internet is re-shaping wine marketing and PR | By VinoPR 27
  • 28. ADDITIONAL RESOURCES ON SOCIAL MEDIA • 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 - 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 Wine Marketing & PR Online. How internet is re-shaping wine marketing and PR | By VinoPR 28
  • 29. ADDITIONAL RESOURCES ON SOCIAL MEDIA • 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 Wine Marketing & PR Online. How internet is re-shaping wine marketing and PR | By VinoPR 29
  • 30. Do you want to get 35 suggestions to start your experience with social media? And do you want to have access to the 10 secrets of the web 2.0 gurus? Wine Marketing & PR Online. How internet is re- shaping wine marketing and PR | By VinoPR 30
  • 31. 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 Wine Marketing & PR Online. How internet is re- shaping wine marketing and PR | By VinoPR 31
  • 32. 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... Wine Marketing & PR Online. How internet is re-shaping wine marketing and PR | By VinoPR 32
  • 33. 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 info@vinopr.it 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. Wine Marketing & PR Online. How internet is re-shaping wine marketing and PR | By VinoPR 33
  • 34. 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 Wine Marketing & PR Online. How internet is re-shaping wine marketing and PR | By VinoPR 34
  • 35. 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/ Wine Marketing & PR Online. How internet is re- shaping wine marketing and PR | By VinoPR 35