WASB @ Brown Brothers

Engaging wine buyers through virtual communities and other e-based channels Professor Pascale Quester Dr Roberta Veale The University of Adelaide

Professor Pascale Quester ,[object Object],[object Object]

Social influences on consumer behaviour ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Social influences on choices ,[object Object],[object Object],[object Object],[object Object]

Consumption communities ,[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],Consumption communities

Brand communities ,[object Object],[object Object],[object Object],[object Object]

Consumer ‘ co-creation ’ ,[object Object],[object Object],[object Object],[object Object],[object Object]

Consequences for marketers ,[object Object],[object Object],[object Object],[object Object],[object Object]

WOM: consumer-to-consumer communication ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

eWOM: Online brand communities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Some research findings about eWOM ,[object Object],[object Object],[object Object],[object Object]

Empirical evidence on eWOM ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Empirical evidence ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

eWOM: What do we need to know? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Crush festival pilot study ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Engaging wine buyers through virtual communities and other e-based channels: The ‘ project ’ Dr Roberta Veale

Project scope ,[object Object],[object Object],[object Object],[object Object],[object Object]

Research objectives ,[object Object],[object Object],[object Object],[object Object]

Research stages ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Research stages ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Reporting and feedback ,[object Object],[object Object],[object Object],[object Object],[object Object]

Website content analysis and interviews ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Wine 1.0 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Wine 2.0 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Wine 2.0 No wine 3.0 yet.... Podcasts 4% 96% Blog or Forum or Discussion Board 22% 78% Twitter 33% 66% V-Logs or other video based 14% 86%

Wine 3.0 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Blog and forum Analysis ,[object Object],[object Object],[object Object],[object Object],[object Object]

Perceptions about the future.... 94% of respondents don ’ t ever monitor online ‘ chat ’ . - Little monitoring of competitor sites. Wide variation in terms of spend and staff resources. - Typically quite ‘ modest ’ . Ave reported spend about 22% of marketing budget. 71% expect to be increasing their spend significantly in the future. Huge potential for the future in terms of exploiting this medium...

Qualitative segments - wine marketers

What are they like? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Which social networking tools & why ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Resources, blogs and reviews ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

In summary ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Where to now? ,[object Object],[object Object],[object Object],[object Object],[object Object]

Ultimate wine communities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Regional program ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Individual brand program ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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WASB @ Brown Brothers