Posts Tagged ‘Media’

stiletto boot and mouse

 

While the empty bottles have long been gathered, the words continue to flow following the 2013 Wine Bloggers Conference, which concluded just a few days ago, in Penticton, British Columbia.

The Wine Blogger’s Conference has run for six years now, and this year brought together over 200 bloggers who share their love of the ancient fare either in personal blogs or with paid gigs at magazines or newspapers. It’s an enormous networking opportunity, as well as a chance to personally meet growers and bottlers, who want to make media connections of their own, and to show appreciation.

It’s also a sign of just how much wine blogging’s combined and varied voice has grown lately. Increasingly, readers are adding what’s served up to their RSS feeds, as digital sommeliers help them figure out what wines go with life in general.

Wine bloggers are far more than individuals who toss one back then bandy about terms like “oaky” or “buttery”, “grassy” or “mellow” for the rest of us to decipher. They truly want to broaden the wine-tasting experiences of their readers, trying out perhaps lesser-known wines from around the globe, in search of unique flavors that vintners have brought forth through a variety of secretive techniques. Bloggers Peter and Nancy at Pull That Cork just recently covered their experience with wines from South Africa, while blending in a history of the wine-growing history of the Cape area.
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A Brazilian company has designed a glass that only stands upright when it is rested on a mobile phone.

Designed by Fischer & Friends, the “Offline Glass” has part of its base cut away which means it can only stand when supported by a mobile phone.

The new chopp glass (traditional Brazilian beer serving) is meant to discourage drinkers from looking at their phones when they should be enjoying spending time with their friends.
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The health lobby in France has invoked the Evin Law in a call for stricter limits on what bloggers and social media users can write about wine online.

 
A report on the issues of addiction in France entitled ‘Les Dommages Liés Aux Addictions et les Strategies Validées pour Reduire Ces Dommages’ (Damage related to addictions and strategies for reducing the damage) is being prepared as part of the background to forming government policy from 2013-2017.

One of the suggestions put forward is that alcohol promotion should be formally forbidden on the internet and social media, including promotion of wine.

Specific sites belonging to producers, online wine merchants or wine tourism sites would be exempt, but wine bloggers would fall under the definition of sites that would be no longer authorised, as would any specific advertising or promotion of wine.
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Neft Vodka ad...

 

New research suggests that market leaders in the alcohol industry are being left behind in social video marketing because “they are not optimising their content for social web”.
Video technology company Unruly, has published a report called “Untapped Potential: The State of Sharing in the Alcohol Sector”, which found that despite enjoying significant growth in the last quarter, a staggering 97% of the alcohol sector’s video shares came from just four adverts. The four ads, which came from Budweiser, Carlsberg, Heineken and little-known Russian-Austrian vodka brand, Neft, represent less than 1% of the alcohol adverts released in 2013.

The report also suggests that market leaders such as Diageo and SAB Miller are lagging behind in social video sharing, while wine brands have remained the slowest to embrace social video, attracting less than 1% of the sharing activity during the final quarter of 2012 and the first of 2013. This trend was also noticeable earlier this year, when db revealed the Top 10 brands ruling social media.

Ian Forrester, Unruly’s insight director, said: “The research found that some of the big alcohol brands – and subsectors – are vastly underperforming in social video.

“For wine and spirit brands, the opportunity to increase brand awareness and sales conversion rates through social video is huge, as there has been very little mass movement from these brands in creating shareable video content.

“Additionally, leading brands like Diageo and SAB Miller that have very strong market share are lagging behind competitors when it comes to social video share of voice.”

The report also highlighted the impact of spirits brands on beer brands, which historically dominate alcohol advertising. Beer brands’ share of voice dropped from 97% in the fourth quarter of 2012 to 75% in the first quarter of 2013.

The report also published details of the most shared alcohol videos of all time, and you can click through the following pages to find out which these videos were.
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Google Analytics are awesome.

They’re free, easy to set up, and tell you everything you need to know about how your website is performing.

But, they also encompass a confusing array of data, can be time-consuming to set up, and involve a dictionary of Google-speak.  (What is a visit versus a pageview anyway?)

Don’t worry if you don’t have hours to dive into this.  Here are three key stats to look at to see if your site is on track at the highest level.

Mobile %
The percentage of website traffic coming from mobile devices jumped from 17.5% in Q3 2012 to 23.1% in Q4 2012, according to a new report from Walker Sands.  On the Vin65 platform, our clients average about 17%.  To find out what yours is:

1.Select Audience
2.Select Mobile
3.Select Overview
4.Choose your viewing option.  We chose the pie chart.
Implication? This example shows a smaller viewership – only 4.4% are on mobile.  But if you are one of the wineries where 1 out of every 5 of your customers are on a mobile device, you better make sure that your mobile site and cart are optimized or you could be losing valuable sales.

To take this a step further, drill down to remove iPads.  Why?  Because iPads are “mobile” in the Google Analytics world but tend to use computer monitor resolution.  So if you’re trying to see if you need to redesign your site for the small screen, this is important.

To do this:

1.Select Devices
2.Select advanced search
3.Select Exclude, then choose Mobile Device Info
4.Type in iPad

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Digital Darwinism I define as this era when society and technology are evolving faster than the ability for many businesses to adapt.

Digital Darwinism I define as this era when society and technology are evolving faster than the ability for many businesses to adapt.

 

Across many areas social media has become an increasingly important avenue for promotion and the alcohol industry is no different.
Last year a leading expert told the drinks business that social media is now so important to the wine world that wineries who put off using it will experience “digital Darwinism”.

Social media gives brands a fresh way to communicate with their consumers; Twitter and Facebook offer a scale of brand-consumer interaction that has previously not existed.

While some brands are clearly better than others at using social media a recent study by the L2 think tank showed that beer brands in particular are lagging behind other industries. The think tank assessed the digital competency of beer brands in the US and found that just two, Heineken and Budweiser, earned a “Genius” ranking.

L2′s report said: “On the social media front, Heineken had very little competition, nabbing the top spot for most Facebook fans, most Facebook engagement, most Twitter followers (aggregate global feeds), biggest YouTube community, and most individual YouTube channel views.

 

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The key to winery social media success is to stay consistent and keep up-to-date with your fans by posting comments about your winery.

 

It’s easy to open a page and be committed to it for a while, but then feeling it’s too time consuming, or getting stumped with writers block, you begin to slowly drift away and hope that the page is running itself. We previously posted a blog about a program we offer, where you can effectively spend 20 minutes a week on Facebook promoting your winery to your customers and now we have a plan to help you utilize those 20 minutes by engaging those clients with 5 Great Topics to Post to Your Facebook Page.

Post about Your Winery Production

Club and potential club members will go to your Facebook page as outsiders looking in. They’re fans of your winery and they want to know what’s happening on the inside, they’ll be curious about what you’re up to. Give them visual access to the inside of your winery by posting pictures about:

•Changes or improvements of your vineyard
•Harvest Season
•Winemaking process
•Bottling
Promote an Event
I can’t remember the last time I got an actual paper invitation in the mail. All of my invitations come electronically anymore. If you want to build wine club memberships, generate a guest list or interest to an upcoming event, or discuss a post event, upload it to Facebook. Share photos and posts of:

•A venue you’re going to that may be outside of your winery
•Internal events that are coming up
•Post internal events
•Release of a new vintage
•A special wine tasting
•A successful cooking class
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Beverage makers selling wine, beer and spirits using the freewheeling world of social media are being gently reined in by the Alcohol and Tobacco Tax and Trade Bureau.

In new guidelines, the federal government declared that sites like Facebook, Twitter and LinkedIn are essentially new forms of advertising. As a result, companies selling adult beverages on those sites are subject to advertising rules, according to regulators.

“Social media just exploded in the last few years, and it seems like every week there’s a new way to get your message out there,” said Sara Mann, attorney with Hinman & Carmichael, a San Francisco law firm specializing in the beverage industry. “I think wineries and other suppliers have been confused and a little unsure about what they can and can’t do.”

 

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Digital Facts you must know...

Digital Facts you must know…

 

01. Mobile internet usage is projected to overtake desktop internet usage by 2014

The facts and numbers around mobile usage is pretty staggering. Over 1 billion mobile devices are currently in use, and the number keeps on growing. We use and rely on our phones on a daily basis and if you don’t have a mobile friendly website you will get lost in the shuffle. By 2014 mobile internet usage should outpace desktops. This stat varies by source but 2014/15 is right around the corner. 2013 is the year to think about how your website caters to the mobile market.
02. Yes, you really do need a mobile friendly website

Not having a mobile friendly site will hurt the user experience as well as brand reputation. Google did a study on what users want from a mobile site and here are a few key points: 50% of people said that even if they like a business, they will use them less often if the website isn’t mobile friendly. And 48% said that if a site didn’t work well on their smartphones, it made them feel like the company didn’t care about their business.
03. Responsive design is the solution to the mobile dilemma

If you are not mobile friendly the solution resides within a technique called responsive design. Essentially this happens in the coding of the site and allows you to create one website that works across all devices. Knowing that 2014 is around the bend, and if you are planning to redesign your website, I strongly encourage implementing a responsive site. With the one site for all devices mindset this eliminates the need for specific mobile domains. With one site for all devices, content is managed in one spot and you don’t have to worry about a seperate domain for mobile search rankings.
04. Search engine websites are the most visited websites on a smartphone

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What everybody else hear them say!

What everybody else hear them say!

 

I am about to commit heresy right here in the CGCW blog. It won’t be the first time, and it probably will not be the last, but it is necessary to set the record straight. I have found out something about wine blogs, and it pains me to admit it.

We are talking to ourselves.

Now, don’t go and get all huffy, because I don’t mean that no one is reading our wonderful words, our Monday Manifestos, Wednesday Warblings and everything that comes in between, before and after. You, dear readers, are the reason we continue this blog in spite of the fact that it is not what we thought we had bargained for.

You see, we thought, in our infinite wisdom, that there was an enormous, like tens and tens of thousands, of hungry wine enthusiasts searching the internet for nuggets of wisdom. And, we therefore presumed that our pearls, our keen insights were going to attract those tens of thousands of unrequited wine word readers. Turns out that it is not so.

We get a nice, tidy readership every day, and we sometimes get comments—which we enjoy. But the readership, and especially the commenters, here and on virtually every other wine blog is pretty thin relative to what some folks would have the world believe. And while the several thousand folks who come by once in a while are very much appreciated, the folks who keep the comments section going are few and far between.

 

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