Results of research conducted June 23/24, 2009 regarding winery fan pages on Facebook

1. Winery Pages on Facebook
You bet!
June 2009

2. Facebook Winery Fan Pages
Evaluation
● Research was conducted on June 23, 2009.
● No data assumed regarding date of winery page creation
● No subjective assumptions have been made regarding external
marketing activities related to page fan growth.
● No assumptions are made as to the viral nature of the fan base
for an individual winery page.*
● Fan data was pulled for the first 250 wineries, with full details
pulled for the 50 largest fan pages.
* Facebook estimates an average 120 connections per member
Source: Viralvines.com

3. Facebook General Growth
● More than 200 million active users
● More than 100 million users log on to Facebook at
least once each day
● More than two-thirds of Facebook users are outside of
college
● The fastest growing demographic is those 35 years old
and older
Source: Facebook

4. Facebook Facts:2009
● The 35-54 year old demo is growing fastest, with a 276.4% growth
rate in over the approximate 6 months since report was last produced
● The 55+ demo is not far behind with a 194.3% growth rate
● The 25-34 year population on Facebook is doubling every 6 months
● For those interested in advertising alcohol on Facebook, there are
27,912,480 users 21+, representing 66.3% of all users
● There are more females (55.7%) than males (42.2%) on Facebook -
2.2% are of unknown gender.
● The largest demographic concentration remains the college crowd of
18-24 year olds (40.8%) which is down from (53.8%) six months ago.
Source: IStrategylabs.com

5. Winery Pages On Facebook
● Over 500 wineries have fan pages
● Largest 35 have in excess of 500 fans each
● Largest 50 = Average 750 fans / Lowest = 379
● Largest page = 3613 fans
● Top 5:
Duplin The Round Murphy-Goode Paliminia Laetitia Vineyard
Winery Barn Winery Winery Winery & Winery
1 2 3 4 5

6. How Often are Winery Fan Pages Updated?
10%
8%
Updated w/in 2 Days
40% Updated w/in 14
Days
Updated w/in 30
Days
42% Updated More Than
30 Days
Based on top 50 Winery Pages

7. Who Drives Activities on Winery Pages?
(First 50 Largest Winery Fan Pages)
70
64%
60
50
40
30
20
16% 14%
10 6%
0
Driven by Winery Driven mostly by Winery Driven by Fans Driven by Winery / Fans

8. Use of Facebook Applications
Applications Shared with Fans
(50 Largest Winery Pages)
50
45
10% 16% 40
35
One Application
30
Tw o Applications
Three Applications 25
24% At Least 4 Applica- 20
40% tions 15
10
5
0
Photos Favorites Events Notes Links Videos
# of Applications Shared with Fans
(50 Largest Winery Pages)

9. Fans Following Winery Pages
80000
72,742
70000
60000
52,135
50000
40000 37,524 First 50 Pages
First 100 Pages
First 250 Pages
30000
20000
10000
0
Total Number of fans
Assuming 120 average connections per fan, current potential exposure = 8,729,040

10. Location of Top 50 Winery Pages
United States = 49 S. Africa = 1
= 31 = 2 = 1 = 1
= 2 = 1 = 4
= 2 = 1
= 4 = 1

11. Conclusions:
● At least 500 wineries have determined a need to
develop a fan page on Facebook
● Of the first 50 largest pages, 66% have built additional
group or individual pages to complement the fan page
● With a total fan base of 72,742 following the first 250
winery fan pages, there is a potential connection with
8 million face book users*
● Wineries and their fans have initiated a dialogue that
should help drive incremental business
* Est. 120 connections per user on facebook