Should we care about "wine bloggers"?

should we care about the:

ryan opaz - vrazon.com

www.vrazon.com - www.ryanopaz.com - www.dwcc.co

measuring success
Audience?
Awards?
Recognition among peers?
Ability to sell wine

he sells wine

not everyone wants to
be robert parker


not everyone wants to
be a journalist


start with the
word: “blog”


•

from the contraction of web+log = blog

•

started as a piece of software

•

adopted by news agencies, marketers and
“average joe’s”

•

today all of these could be considered “blogs”:
Instagram, Youtube, FB, G+, Twitter, Wordpress,
Blogger, Vine and more.


quickly: what is a wine
blogger?


not so easy.


target the ‘blogger’


bloggers are:
companies
hobbyists
consumers
journalists
critics
shop owners


Targeting Bloggers?
•

Demographic - Age, Location, Gender, Interest

•

Reputation - Both in wine and on their site. Focus
on their online brand.

•

Audience - Don’t discount small audiences,
depends on your demographic. Small vs. Big, both
have beneﬁts. Interests play a part here too.

•

Cost - Free is often free of value. What do you
need to offer to achieve your goal.

traditional wine bloggers
•

Demographic - Lot’s of diversity, there are bloggers for
almost any niche. Though individual sites are often very
focused on a small segment.

•

Reputation - Can be quite good in the wine world, though
there is a lot of variation. It is not hard today to ﬁnd out
who the reputable bloggers are. How are they seen
outside the wine niche.

•

Audience - SMALL and often self referential, wine and
sometimes food focused.

•

Cost - Cheap, will work for ﬂights and food.

other bloggers
•

Demographic - Lifestyle, Travel, to a lesser extent food these areas have sites with broad demographics

•

Reputation - We make too much of this as it pertains to
wine. Online proﬁle can be quite strong here. See who they
are inﬂuencing online.

•

Audience - Tech, Sport, Lifestyle and Travel - These are
the big ones. With bigger numbers at the entry levels

•

Cost - Sometimes you get what you pay for. Consider
paying a bit more for smaller groups of higher value
players. They often do not work for free.

So should we care about
the wine bloggers?


Current Importance
•

To the trade - We like to navel gaze, this is good when
discussing certain topics

•

As content generators - you can use this content to promote
projects, often it can be quite good if you know what you want

•

Noise makers - if you want hashtag buzz they can do it well

•

Events - They can boost an events online chatter quick

•

Future employees - Hiring a marketing guy? Sales person?
Look at the blogger, they can make a business grow˜fast

How they can improve?
•

Be different - Wine on the Rocks, GaryVee, Old Parn,
Terroirist, ViniiTV

•

Give wine Context - An assortment of adjectives in
haiku format does not a wine blogger make.

•

Bring wine to life - Stop demanding people make time
for it apart from their lives. Insert it into their current
lifestyles.

•

Stop using the ‘L’ word - Wine is not a math class, it’s
a social lubricant

yes bloggers matter
just make sure to ﬁnd the right one for your needs


thank you
ryanopaz.com - www.2014.dwcc.co


Should we care about "wine bloggers"?

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Should we care about "wine bloggers"?