Web 2 0 report

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WEB 2.0 REPORT

2011

• Americans spend nearly a quarter of their time online on social networking sites

and blogs, up 43% from 2009.

• A large segment of our target audience is the most active demographic in the

space, with 82% of 18-29 year-olds using social networking sites.

• In the U.S., 132.5 million web users will use Facebook in 2011; 70% of active

users log on to Facebook daily.

• By 2013, 62% of web users and almost half (47.6%) of the overall U.S.

population will be on Facebook.

• More than 2.5 million websites have integrated with Facebook, including over 80

of comScore's U.S. Top 100 websites and over half of comScore's Global Top

100 websites.

• 16.4 million U.S. adults, or 9% of the adult internet population, used Twitter in

2010. By 2013, nearly 28 million Americans will be tweeting.

• The percentage of all adult internet users who watch video online jumped 14

points in the past two years, from 52% in May 2008 to 66% in May 2010.

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Web 2.0: U.S. Facts and Figures

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Web 2.0: Online Reputation

0500

100015002000250030003500400045005000

4807

168 162 281 93 0 27

2940

1040 851

266 171 0 8

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Media Channel

Champagne vs. Sparkling Wine – Media Spread

Champagne

Sparkling Wine

• Based on the large, steadily growing, and younger wine

consumer base in the U.S., it is no surprise that there is an

active, highly engaged wine community online.

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0

200

400

600

800

1000

1200

Blogs Microblogs SocialNetwork

MessageBoards

Comments Videos Wikipedia

1050

465

641 700 714

0 33

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Media Channel

Name Protection – Media Spread

• Examines the distribution of chatter of surrounding more

specific name protection terms.

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Champagne Sparkling Wine Name Protection

Drinking Champagne while in France A type of wine that includes Cava,

Champagne, Prosecco, etc.

Explanation of "Appellation

d'Origine Contrôlée"

Celebrations Facts about sparkling wine Taste of Place - terroir

Champagne as a region Alternative to Champagne

(price, availability, etc)

How to read and understand

wine labels

Brand recommendations & reviews Brand recommendations & reviews Top wine regions

Food pairings Holiday wine choices Importance of truth in labeling

AOC Labels, Name protections,

“Réserve” term

Events with free sparkling wine

receptions

Center for Wine Origins

• As expected, sparkling wine has higher density of social

discourse than Champagne.

• However, chatter indicates that users are mostly talking about

Champagne as a type of sparkling wine, which suggests

possible overlap of content.


Conversation Topics

6

0

1000

2000

3000

4000

5000

6000

Malbec Cava Prosecco Sherry Champagne

5758

1379 1579

4334

5538

To

tal N

um

ber

of

Po

sts

Type of Regional Wine

Types of Wine – Total Conversation


• Compared online dialogue about Champagne against four

other types of wine.

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0

500

1000

1500

2000

2500

3000

3500

4000

4500

5000

Blogs Microblogs SocialNetwork

MessageBoards


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of

Po

sts

Media Channel

Types of Wine – Media Spread

Malbec

Cava

Prosecco

Sherry

Champagne

• Shows the number of posts per type of online outlet and where

in the online space these conversations are taking place.

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0

100

200

300

400

500

600

700

800

900

Microblogs Social Network MessageBoards


Nu

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of

Po

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Media Channel

Types of Wines – Media Spread (blogs not included)

Malbec

Cava

Prosecco

Sherry

Champagne

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Malbec Cava Prosecco Sherry Champagne

Favorite red wine,

beginner wine, go-to

Drinking Cava while

in Spain

Drinking Prosecco at

dinner, with friends

Drinking Sherry Drinking Champagne

while in France

Restaurant reviews Restaurant reviews Restaurants reviews Types of Sherry Food pairings

Comparisons to

other red wines

Comparisons to

other “sparklers”

Comparisons to

other “sparklers”

Cooking with Sherry,

recipes

Champagne as a

region

Food pairings Holiday drinks Thanksgiving wine Holiday drinks Celebrations

Brand reviews &

recommendations

Brand reviews &

recommendations

Brand reviews &

recommendations

Sherry facts Brand reviews &

recommendations

Wine tastings and

events

Cava tastings and

events

Prosecco tastings

and events

Jerez region, tourism

opportunities

AOC labels, name

protection,

“Réserve”

Argentine wine Name protection

Food pairings

• Topics were comparable across the six types of wines with a few exceptions.

Conversation Topics

• Overall goal

– Educate American consumers about the uniqueness of the

wines of Champagne and expand their understanding of the

need to protect the Champagne name in the United States.

• Web 2.0 strategy

– Create new forums for dialogue and relationship building.

– Leverage and enhance existing forums.

– Integrate outreach and dialogue into a multi-platform campaign.

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Web 2.0: Strategy

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Web 2.0 Success: Twitter

Increased

followers by

more than

20 percent

in less than

six months

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Web 2.0 Success: Facebook

Tripled

number of

friends in just

a few short

months

Posts

engage

friends of

the page

Web 2.0 Success: Website

Links to

petition

signers’

Facebook or

Twitter

accounts

Simultaneously

integrated with

Facebook and

Twitter

accounts

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Web 2.0 Success: Blog Outreach

• Release short pitches regularly that

include current events and the name

protection message.

• Post on website, Facebook and

Twitter.

• Use bit.ly to track how many people

are clicking on your links. 0/25.

Champagne.us

Champagne Day - Thursday, October 28, 2010

• The Bureau teamed up with bloggers and

social media to encourage people to enjoy

Champagne and share their thoughts and

experiences.

• The Bureau insisted all materials must

emphasize Champagne’s origins and

uniqueness.

• Media outreach began three weeks before the

scheduled date—first alerting reporters and

bloggers about the existence of Champagne

Day, then reminding them of ways to

celebrate and publicize the day.

• Retailers, bars and restaurants were also

notified and provided with suggested events

to organize.

Week of 11/1

Web 2.0 Success: Champagne Day

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Web 2.0 Success: Champagne Day

• Large increase in social

media activity about

Champagne on October 28.

• Over the course of the day,

almost 1,000 individuals

posted 2,000 tweets about

Champagne.

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Web 2.0 Success: Fables

• Launched Champagne Fables viral campaign and

website.

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• Combined old and new media

by launching the fables at an

event with the New Yorker.

• Hosted contest on social

networks where the reward was

attending the launch event.

• Ed McCarthy, author of

Champagne for Dummies,

spoke at the event about the

region of Champagne, the three

Champagnes that were served

that day and the Champagne

Fables.

Web 2.0 Success: Fables

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Web 2.0 Success: Monitoring

• Support protection

efforts by watching web

vigilantly to limit

abuses.

• Examples include: • Reporting violations to

governing body TTB

• Monitoring Wikipedia

page

• Messaging Twitter users

who misuse term

• Reviewing commentary

on popular blog posts

about Champagne

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Web 2.0 Success: Best Practices

• Update often. − Post daily or even several times a day

− Post on multiple platforms

• Be creative with your posts. − Links to news articles and blogs

− Champagne quotes and facts

− Trivia

− Updates about the region

• Interact with your followers to create a

conversation. − Use the @ symbol to communicate with

specific users

− “Retweet” relevant information

− Take advantage of hashtags

• #WineWednesday

• #FollowFriday

• Choose the social media outlets that make

most sense for your messaging.

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Web 2.0: Next Steps

Tier One Initiatives (efforts we should undertake right away that have little to no budgetary impact)

• Expand and integrate using current platforms. − Facebook and Twitter

• Leverage CIVC video and photo libraries and information about

current conditions in Champagne to make the location more

“real” for followers, especially during harvest.

− Integrated Websites • Integrate Facebook and Twitter into main CIVC website and

country-specific Champagne Bureau websites.

− Blog Outreach • Provide additional collateral (pictures, videos, etc.) to bloggers

when sending mini-pitches.

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Tier Two Initiatives (efforts that could be taken with only moderate programmatic/budget impact)

• Build additional digital elements into existing initiatives. − Champagne Day

• Promote further in advance to create anticipatory buzz and

provide time for supporters to plan events.

• Collaborate with international Champagne Bureaus to increase

reach.

• Partner with additional wine enthusiasts, both online (bloggers,

journalists) and off-line (retail stores, bars, restaurants).

− Fables • Engage bloggers and journalists in contest to write the next

fable based on regional legends.

• Monitor regularly and correct stories in real time. − Web Monitoring and Correction

• Actively patrol knowledge-based websites, including Ask.com,

About.com and Yahoo! Answers, and identify opportunities to

answer user questions or contribute to discussions.

Web 2.0: Next Steps

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Web 2.0: Going Further

Tier Three Initiatives (efforts that would substantially “move the needle” though they would require a more

significant budget commitment)

• Develop interactive features that urge greater online

engagement. − Produce a “Are You a Real Connoisseur?” quiz to test users’

knowledge of Champagne and the region.

− Request user-submitted photos of “fake Champagne” bottles

and create contest where users vote on whether a pictured

label is real or fake Champagne. (possible ad campaign)

− Create contest for user-submitted videos where people

explain why they are most like Champagne (“I’m bubbly…”).

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• Partner with popular location-based applications to

interact with users “on the spot.” − Encourage users to submit photos of Champagne being

consumed during every day celebrations (new job, promotion,

dating anniversary, etc.) and ask users to tag photos with their

location via Facebook Places.

− Build partnership with Foursquare to promote users checking

in to restaurants or bars and posting a photo of Champagne,

and create bonus points system for checking in to locations

that only serve true Champagne.

− Create Google map layer to show boundaries of the

Champagne region and locations of houses and growers.

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• Strengthen relationships with journalists and bloggers

through events with in person and digital components. − Create opportunity for simultaneous live blogging and Q&A

event; solicit questions via Twitter and responses from

engaged bloggers.

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WEB 2.0 REPORT

2011

Business

Web 2 0 report