web 2 0 report
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1
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
Nu
mb
er
of
Po
sts
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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Web 2.0: Online Reputation
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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mb
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of
Po
sts
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.
Web 2.0: Online Reputation
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
Web 2.0: Online Reputation
• Compared online dialogue about Champagne against four
other types of wine.
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Web 2.0: Online Reputation
0
500
1000
1500
2000
2500
3000
3500
4000
4500
5000
Blogs Microblogs SocialNetwork
MessageBoards
Comments Videos Wikipedia
Nu
mb
er
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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Web 2.0: Online Reputation
0
100
200
300
400
500
600
700
800
900
Microblogs Social Network MessageBoards
Comments Videos Wikipedia
Nu
mb
er
of
Po
sts
Media Channel
Types of Wines – Media Spread (blogs not included)
Malbec
Cava
Prosecco
Sherry
Champagne
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Web 2.0: Online Reputation
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
accounts
Simultaneously
integrated with
Facebook and
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…”).
24
Web 2.0: Going Further
• 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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Web 2.0: Going Further
• 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
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