the business case for the napa valley tweetup (1)
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The Business Case for Social Event Hosting
A very special Thank You to Maria Ogneva at Attensity 360 for her support and insight.
If you want this kind of insight for your brand or event I highly suggest you take a look at the platform and team at Attensity 360. This was a great experience and I look forward to working with them on Bonfire Interactive Media projects going forward.
Sincerely,Gabriel Carrejo
Thank you!
04/07/2023 3
Napa Valley Tweetup? What’s That?• The Napa Valley Tweetup hosts premier social media,
networking, and wine tasting events and raises money for charity
• March 12 – 13, 2010 in Napa, CA• Social media seminar on Friday, March 12 • The Napa Valley Tweetup presented by Robert Mondavi
Winery networking event in the To Kalon Cellar• Private wine tour at Hall, Chappellet, and Krupp
Brothers• This report studies buzz created by the event and its
effect on the Robert Mondavi Winery brand. We also studied the Napa Valley Tweetup in comparison to other events
• The data set is from 2/23/10 – 3/24/10
Methodology• We considered data across Twitter,
blogs, online news, online forums , and discussion boards (“All SM”) via the Attensity360 Community platform
• We considered Robert Mondavi Winery, other brands and competitors, the Napa Valley Tweetup event, and other competitive events
The Event Improved Robert Mondavi WineryShare of Voice (All SM)
Share Of Coverage (Be-fore)
Robert Mondavi (38%)St. Supery (28.5%)
Gallo (33.1%)
BV (0.4%)
Share Of Coverage (Dur-ing)
Robert Mon-davi (42.4%)
St. Supery (30.6%)
Gallo (26.5%)
BV (0.6%)
Share Of Coverage (After)
Robert Mon-davi (44.1%)
St. Supery (31.6%)
Gallo (23.8%)
BV (0.5%)
Share of Voice (All SM)Over time…
Compared to the others that experienced large peaks and valleys over short-time periods, Napa Valley Tweetup’s Share Of Voice stayed largely consistent, as we “kept the fire burning”
Napa Valley Valley Tweetup was able to raise awareness, because prior to the event (3.1-3.11) its SOV was 38%, during the event (3.12-3.13) it was 42.1% and after the event, it stayed at 44.1%.
Awareness
How did the Napa Valley Tweetup presented by Robert Mondavi Winery compare to what they are saying about other events?
Share of Voice (All SM)
Napa Valley Tweetup Compared To Other Napa Valley Events
Share of Voice (All SM)
Share Of Coverage Napa Valley Tweetup (48.1%)
Mustard Festival (30.9%)
Taste Of Yountville (18.1%)
Taste Of Napa (0.5%)
Napa Valley Tweetup Compared To Other Napa Valley Events
Share of Voice (All SM)Over time…
Napa Valley Tweetup Compared To Other Napa Valley Events
Share of Voice (All SM)
US
them
Which Brand Has More Strength In All Associated Social Media Channels?
Robert Mondavi Winery is strongest overall
Share Of Coverage Robert Mon-davi (41.8%)
Gallo (29.1%)
St. Supery (28.7%)
BV (0.4%)
Robert Mondavi Winery is Strongestin Blogs and Online Forums
Share Of Coverage (Blogs)
Robert Mondavi (50.2%)
St. Supery (7.0%)
Gallo (41.9%)
BV (0.9%)
Share Of Coverage (Forums)
Robert Mondavi (51.3%)
St. Supery (3.0%)
Gallo (45.5%)
BV (0.3%)
Robert Mondavi Winery is mostlydiscussed on blogs, microblogs,
and forums
Where Brand Conversations Happen
Robert Mondavi Winery has great distribution across blogs, microblogs, and forums
Robert Mondavi WineryShare Of Coverage (Content
Type) Micro-Blogs (34.1%)
Blogs (33.2%)
Discussion Forum (30.7%)
Online News (2.0%)
St. Supery Share Of Coverage (Content Type)
Micro-Blogs (90.7%)
Blogs (6.7%)
Discussion Forum (2.6%)
Online News (0.0%)
While a brand like St. Supery is overwhelmingly on Twitter
Where Napa Valley TweetupConversations Happened:
Most discussions about the Napa Valley Tweetup presented by Robert Mondavi Winery happened in Twitter. Napa Valley Tweetup generated consistent buzz throughout the month, culminating in the days prior to the event.
• Napa Valley Tweetup SOV was driven by Twitter. • By engaging and creating true dialog, we were able to “keep the
fire burning” and maintain consistent Share Of Voice over time.• Robert Mondavi Winery as a brand has great distribution on blogs,
forums, and Twitter.
Share Of Coverage (Content Type)
Micro-Blogs (94.2%)
Blogs (5.8%)
What Did People Think Of The Tweetup?"So savvy for a big player like Mondavi to take a lead role in creating events that explore the confluence of traditional and new media and its impact on the wine industry. Good info, great wines, fun event--with people from both Valleys. Thanks.“ - Dyann Espinosa on Facebook
“@sunshinemug: Latest post: Taste and Tweet -- all about the amazing #napavalleytweetup” "You have proven that Robert Mondavi Winery continues to be one of the leaders not just of wine in California,
but of wine all across the world. Your breakout party, so to speak, into the social media realm was a true success." - Ward Kadel, @drXeno
“…people are still talking about the wonderful experience they had...” – Sarita Moreno @thewinegal_net
“I was shown the light, both in the warm welcome by the Mondavi staff, and in their willingness to embrace social media and us” – Thea Dwelle, www.lusciouslushes.com
"Congrats and thanks to Robert Mondavi Winery for their leadership & raising the bar in support of the social media community. Their event was truly top shelf" - Jason Mancebo @20dollarwine on Facebook
“Don’t underestimate the power of inclusive events such as the tweetup.” – Thea Dwelle @winebratSF
Conclusions• The Inaugural Napa Valley Tweetup played an important
role in lifting awareness and Share of Voice for Robert Mondavi Winery
• With less than two months to organize and market the event, the heretofore unknown Napa Valley Tweetup presented by Robert Mondavi Winery dominated Share of Voice when compared to other, well-known events
• By creating more “fuel for the fire” via the content distribution network, the Napa Valley Tweetup retains Share of Voice post-event and therefore enhances awareness for the Robert Mondavi Winery Brand
Tweetups are good for your businessIf you would like more information on hosting the Napa Valley Tweetup at your venue please contact [email protected]
Gabriel Carrejo also hosts the Silicon Valley Tweetup with the founder, Michael Brito. For more information on how to organize an event, or to host one of Gabriel’s events, send an email to [email protected]
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