Jodi Cararas from Demand Media & Erika Gessin from Constellation Brands' presentation from Digiday Brand Summit in Palm Springs - April 21, 2015.

1. ERIKA GESSIN
Manager, Digital Marketing
JODI CARARAS
VP, Editorial
@DMcontent

2. AUDIENCE INSIGHTS
Online behavior insights from Demand Media’s Interest Index
SOCIAL MEDIA LIFE
Shares her opinions
and replies to questions
SHOPPING
Advises friends on best
deals online, but buys
her groceries offline
COMMITMENT
Tends to stick to
brands she likes
SOCIAL (MEDIA) LIFE
Reads reviews and
posts comments
SHOPPING
Just spent $150 on
groceries online
COMMITMENT
Tends to stick to brands he
likes, and he’s willing to
pay more for them

3. CONTENT RELEVANCE: SEASONALITY
Seasonal interest in wine-related topics, according to DM Seasonality Index
WINTER
Red wine content consumption
peaks and doubles that of white
wine. Customers seek fruity
varietals, including claret
and shiraz.
SPRING
White passes red in consumer
interest with queries around
pinot gris as well as fruity reds.
SUMMER
White wine interest peaks.
serving wine of any color is a
chief concern. Consumers want
to know how to open bottles and
add glitter to glasses.
FALL
Interest peaks for food and
wine-pairings, including the
best matches for steak, turkey ,
dessert and brunches.
JAN APR AUG DEC
200
190
180
170
160
150
140
130
120
110
100

4. WINE.SOCIAL
Wine.Social
Infographic
Love the Wine You’re
With
Infographic
FOR REAL Music Festival Guide
Checklist

5. QUIZ RESULTS
3X ENGAGEMENT
Quiz drove nearly 3x higher
engagement than other non-paid
content formats
INCREASED TIME ON SITE
Time on site for Quiz was over 2:40
OVER 5,300 SOCIAL SHARES
5,000+ shares exclusively on Facebook
First Date to Facebook Official
Quiz