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Wine, Branding, and Social Media - Paul Mabray

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Wine, Branding, and Social Media - Paul Mabray

  1. 1. Social Media, Wine and Context
  2. 2. What People Think I Do
  3. 3. What I Think I Do
  4. 4. What I Really Do
  5. 5. Take That NSA
  6. 6. Some hard hittin’ stats • An average of 2.5 million organic conversations about wine per day • 450K new people talking about wine on social media every month • In the last 5 years we analyzed 1 Billion conversations on social media and retained 60M “quality” conversations • Over 30 million people profiled that mentioned wine 1x on SM
  7. 7. Turn Data Into Contextual Intelligence • Interest Graph + Interaction Graph + Identity Graph + Recency Graph + Commerce Graph + User Context = True Customer Understanding
  8. 8. The Most Competitive Wine Market in Human History
  9. 9. Great wine from EVERYWHERE
  10. 10. Great wine from EVERYWHERE 2002 Chaupi Estancia Palomino Fino Yaruqua, Ecuador
  11. 11. Telling the same story
  12. 12. 44% of our customers media consumption is digital. 2014 Federal Trade Commission Report – 7.9% of our marketing dollars is spent on digital.
  13. 13. An average winery gets 2 – 20 organic mentions per week Over 80% of those go unanswered
  14. 14. A wine meme is like junk food, tastes good at the time but it’s full of empty calories.
  15. 15. Why is this so hard
  16. 16. Why is this so hard
  17. 17. The Speed of Innovation
  18. 18. Stupid is Viral
  19. 19. Social Media is the thin connection with customers between the strong ones.
  20. 20. Social is a public 1:1 two-way conversation.
  21. 21. ROI
  22. 22. #proof “An extra half-star on Yelp reduces reservation availability by approximately 19 percentage points.” - The Economic Journal, 5 October 2011
  23. 23. ROI
  24. 24. Wine consumers now self identify
  25. 25. Our customer interactions are myopic
  26. 26. I am the sum of my parts Foodspotting Pmabray Instagram pmabray Foursquare Paul M. Paul Mabray Twitter @pmabray Facebook Paul Mabray Google + pemabray
  27. 27. Texture aka Context is Everywhere
  28. 28. The customer is the
  29. 29. Search is the fiber that connects the web . . . Doug Cook – Ablegrape.com
  30. 30. Service is the new pillar of marketing
  31. 31. The Steak Heard Around the World
  32. 32. The Steak Heard Around the World
  33. 33. Joshie the Giraffe
  34. 34. Joshie the Giraffe The last fast- talking speaker already talked about Joshie.
  35. 35. West Jet Christmas
  36. 36. West Jet Christmas
  37. 37. Old Spice
  38. 38. THANK YOU paul@vintank.com @pmabray

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