Social Media Marketing in the American and French Wine Industry in 2011

Social Media Marketing in the American and French wine industry in 2011 May 2012 Survey conducted by: ABLE Social Media Marketing info@ablesocial.com 212 873 1974 1

You can copy and distribute this work but you must mention the author ABLE Social Media Marketing and link it to http://ablesocial.com/market-research/ For more information, please contact Pierrick Bouquet pierrick@ablesocial.com 212 873 1974 @pierrickbouquet 2

Methodology The American and French surveys were simultaneously conducted from December 1st to December 31st, 2011. They were hosted online and sent via email to more than 8,000 wineries in all wine regions in the US and in France. The American survey was conducted in English and the French survey in French. A total 285 American wineries and 243 French wineries participated in the survey. Click- Total Email Opened Opened Open Clicked Clicked Through completed delivered (total) (unique) rate (total) (unique) rate survey Emails sent to American 8,222 1,891 1,404 17.08% 182 163 1.98% wineries on 12/01/2011 Reminder emails sent to 285 American wineries on 8,182 2,546 1,822 22.27% 190 169 2.07% 12/19/2011Emails sent to French wineries 8,381 2,235 1,524 18.18% 232 195 2.33% on 12/01/2011 243Reminder emails sent to French 8,341 2,078 1,496 17.94% 207 158 1.89% wineries on 12/19/2011It should be noted that because this survey was conducted online, we were only able to reach wineries who already have some sort of online presence -- wineries without access to internet were not included in our research. 3

SummarySocial Media Marketing has permeated practically every existing business, and the wineindustry is no exception. In December 2011, ABLE, a New York based digital marketing agencyspecialized in the food and the wine industry, conducted online surveys to compare how two keyindustry hubs – the United States and France – are embracing new technology. In addition tocomparing American and French wineries’ online presence, the study evaluated the benefits of theirsocial media marketing.While 94% of American wineries surveyed are on Facebook, only 53% of French wineries areembracing this popular social network; trends are similar on Twitter and YouTube.American wineries, meanwhile, are active online and it is paying off. Nearly all of them say theybenefit from using Facebook (most say the same about Twitter). 47% of US wineries say Facebookhelps them generate sales (compared to 9% of French wineries). It is also important to note that72% of American wineries sell wine on their website, compared to just 36% of French wineries.In the US, Facebook seems to be a superior social media platform for generating sales (48% forFacebook; 28% for Twitter). Twitter, on the other hand, seems better at capturing media attention(53% for Twitter; 32% for Facebook). Both tools appear to be efficient in engaging with customersand driving people to the winery.In 2012, most French and American wineries plan to increase their activity on Facebook and otherplatforms, making this THE year of social media for the wine industry. 4

Key results 5

Wineries on Facebook and Twitter United States France 100% 94% 75% 73% 53% 50% 41% 25% Facebook 0% Twitter

Wineries on YouTube and Flickr United States France 50% 46% 37.5% 26% 25% 14% 12.5% YouTube 7% 0% Flickr

How many Facebook fans do you have?• 50% of American wineries (but only 18% of French wineries) have more than 500 fans on Facebook• 37% of American wineries (but only 15% of French wineries) have more than 500 followers on Twitter 8

Why do Americanwineries have more fans?• 49% of American wineries (19% of French) have a dedicated marketing manager who creates and publishes content on social networks• 30% of American wineries have been using Facebook ads to promote their winery (only 7.6% of French wineries) 9

What are the beneﬁts of usingFacebook for an American winery?• 47% of US wineries say Facebook helps them generate sales (compared to 9% of French wineries)*• But 52% of the French wineries that are not on Facebook think they would generate sales if they were using Facebook * 72% of American wineries sell wine on their website, compared to just 36% of French wineries. 10

Facebook or Twitter?• In the US, Facebook seems to be a superior social media platform for generating sales (48% for Facebook; 28% for Twitter).• Twitter seems better at capturing media attention (53% for Twitter; 32% for Facebook).• Both tools appear to be efﬁcient in engaging with customers (66% for Facebook; 63% for Twitter) and driving people to the winery (58% for Facebook; 45% for Twitter). 11

Facebook and my winery in 2012• 72% of American wineries and 69% of French wineries will be increasing their activity on Facebook in 2012• Half of the surveyed wineries which are not on Facebook (in both France and the US) say they will be integrating it into their marketing strategy in 2012 12

Twitter and my winery in 2012• 61% of American wineries and 45% of French wineries will be increasing their activity on Twitter in 2012• Among the wineries that are not on Twitter, only 26% of the American ones, along with 18% of the French, will start using Twitter in 2012 13

French wineries are adopting social media at a fast pace• 53% of French wineries had a Facebook page in 2011, a 29% increase since 2010• 41% of French wineries had a Twitter page in 2011, a 355% increase since 2010! 14

All results 15

Do you have a website?United StatesFrance 16

Do you sell wine on your website?United StatesFrance 17

Is your winery on Facebook?United StatesFrance 18

YES,MY WINERY IS ON FACEBOOK 19

How many Facebook fans do you have?United StatesFrance 20

What type of content do you publish on Facebook?United States France 21

Have you ever used FacebookAds to promote your winery? United States France 22

What are the beneﬁts of using Facebook for your winery? United States 23

What are the beneﬁts of using Facebook for your winery? France 24

Do you face any difﬁcultiesmanaging your Facebook page? United States France 25

Will you be increasing or decreasingyour activity on Facebook in 2012? United States France 26

Is your winery on Twitter?United StatesFrance 27

NO,MY WINERY IS NOT ON FACEBOOK 28

Why are you not on Facebook?United StatesFrance 29

Are you planning on integrating Facebook into your marketing strategy in 2012 ? United States France 30

How do you think your winery willbeneﬁt from a presence on Facebook? United States 31

How do you think your winery willbeneﬁt from a presence on Facebook? France 32

YES,MY WINERY IS ON TWITTER 33

How many Twitter followers do you have?United StatesFrance 34

What are the beneﬁts of using Twitter for your winery? United States 35

What are the beneﬁts of using Twitter for your winery? France 36

Will you be increasing or decreasing your activity on Twitter in 2012? United States France 37

NO,MY WINERY IS NOT ON TWITTER 38

Why is your winery not on Twitter?United StatesFrance 39

Are you planning on integrating Twitterinto your marketing strategy in 2012 ? United States France 40

How do you think your winery willbeneﬁt from a presence on Twitter?United States 41

How do you think your winery willbeneﬁt from a presence on Twitter? France 42

Are you using any of these photo and video sharing networks?United States 43

Are you using any of these photo and video sharing networks?France 44

Do you have a blog?United StatesFrance 45

How much time do you spend every day creating and publishing content (text, photo, video) on social networks (Facebook, Twitter, blog, etc.)? United States France 46

Who is in charge of creating and publishing your content on social networks?United States 47

Who is in charge of creating andpublishing your content on social networks?France 48

Do you welcome visitors at your winery?United StatesFrance 49

Do you offer lunch and/or dinner at your winery?United StatesFrance 50

Do you offer accommodations at your winery? United States France 51

Please check the wine social networksyou have claimed or created a proﬁle on United States 52

Please check the wine social networksyou have claimed or created a proﬁle on France 53

Please check the review/tourism socialnetworks you have claimed or created a proﬁle on United States 54

Please check the review/tourism socialnetworks you have claimed or created a proﬁle on France 55

Comparing 2011 and2010 results for French wineries only• In May 2010, ABLE conducted an online survey to evaluate French wineries online visibility and their activity on social media platforms.• Methodology: online survey sent by email to 8,000 wineries in France. Number of participants: 532• To download full results, click here: http://ablesocial.com/reports/social-media-french-wine-2010-en.pdf 56

French wineries on Facebook 100% 50% 53% 41% 0% 2010 2011 57

French wineries on Twitter 100% 50% 41% 9% 0% 2010 2011 58

French wineries with a website 100% 92.1% 84% 50% 0% 2010 2011 59

French wineries with a blog 100% 50% 19% 14% 0% 2010 2011 60

Survey conducted by: ABLE Social Media Marketing 305 W 87th street, #3 New York, NY 10024 United States For more information, please contact Pierrick Bouquet - President pierrick@ablesocial.com 212 873 1974 @pierrickbouquetwww.ablesocial.com 61

http://www.readwriteweb.com	3094
http://www.scoop.it	849
http://readwrite.com	826
http://www.levinoblog.com	141
http://www.translucid.ca	135
http://latesttechnologiesnews.wordpress.com	123
http://www.entreprise-marketing.fr	63
http://feeds.feedburner.com	54
http://feedproxy.google.com	36
http://www.twylah.com	35
http://newsgator.cgsh.com	26
http://techapplicant.collected.info	25
http://local.dev.networkedblogs.com	23
http://semanticweb.collected.info	20
http://www.newsblur.com	15
http://techandstuff.collected.info	10
http://apps.synaptive.net	10
http://digitalapprentices.collected.info	9
http://techmediaweb.collected.info	8
http://www.hanrss.com	8
http://cloudcomputing.collected.info	8
http://translate.googleusercontent.com	7
https://twitter.com	6
http://techbloggers.collected.info	5
http://www.sci-tech-watch.com	5
http://www.lexisnexis.com	5
http://zizindrin.com	4
http://editorial.beta.readwriteweb.com	4
http://ideafarming.collected.info	4
http://perrone.collected.info	4
http://127.0.0.1	4
http://www.jmagar.com	4
http://ja.sci-tech-watch.com	3
http://digitalscene.collected.info	3
http://spacelounge.collected.info	3
http://www.shareink.com	3
http://ebulletin.collected.info	2
http://www.spokeo.com	2
http://tweets.e1evation.com	2
http://bundlr.com	2
http://rss.qoli.de	2
http://marcryan.collected.info	2
http://webcache.googleusercontent.com	2
http://ramesh.collected.info	2
http://rss2.com	2
http://socialweb.collected.info	2
http://futureweb.collected.info	2
http://mobilemarketing.collected.info	2
http://internetbusiness.collected.info	2
http://rooma.fi	2
http://newsblur.com	2

Social Media Marketing in the American and French Wine Industry in 2011

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Social Media Marketing in the American and French Wine Industry in 2011 Presentation Transcript