Joint Northstar / commotion presentation given to the Canadian Vintners Association

1. Under The Influence of Social Media How Influencers Drive Brand Preference

2. Who are we? Shannon Morton, Conversation Manager Patrick Gladney Director, Social Media

4. Social media is an umbrella term that defines the various activities that integrate technology, social interaction and the construction of words, pictures, videos and audio. http://www.wikipedia.org Or, to put it more simply: Social media is people having conversations online.

5. More than ever, we create, findand shareinformation and resources socially.

6. Social networks carry the conversation

7. People are highly engaged

8. Why are people using social media?

9. The TRUST factor…

10. INFLUENCE and TRUST :the currency of social media OLD NEW Engagement Community Transparency / Authenticity Awareness Reach / Frequency

11. in· flu· enc· er, noun [in-floo-uhns]-er A person who has a greater than average reach or impact through word of mouth in a relevant marketplace.

12. Who are the influencers?

14. Influencers have always mattered in the wine business…

15. There’s a new breed of influencer…

16. Un-corking Influence Go to the few to inspire many by word-of-mouth and consumption… …Both ONandOFFLINE

17. Case Study: Ford Fiesta Movement

18. The Ford Fiesta Movement 6.5 million YouTube views 3 million tweets 50,000 requests for info 10,000 units sold in the first six days of sales … all at a fractionof the cost of a typical national TV ad campaign

19. Fuzion: wine goes viral… Q: How can a wine go from being virtually unknown to selling more than a million bottles in Ontario in a mere six months? A: "People were talking about it on blogs and at parties, on Facebook, via text messaging, on BlackBerrys and in chat rooms… Such instant communication is new and dynamic and a very interesting phenomenon for the wine business."

20. What’s the Cost of Influence? More importantly, what is the cost of nottapping influencers and social media channels?

21. So… Where to Start? 1. Listen2. Engage 3. Measure

22. 1. Listen Google Alerts All Top Twitter Search Backtype

23. 2. Engage The Tools: Facebook Twitter LinkedIn YouTube Blogs

24. 3. Measure What can we measure? Quantity: reach; scope of influence Quality: depth of post; content type Tone: sentiment; experience Engagement: depth of relationship; viral sharing

25. 3. Measure Free Self-Serve Managed

26. The Result? Over time… …authenticrecommendations that drivepreferenceandpurchase

27. Cheers! Shannon Morton morton@veritascanada.com Twitter: @forshannonski Patrick Gladney pgladney@nsresearch.com Twitter: @pgladney