Posts Tagged ‘Vintank’

The VinTank report is certainly a chunk to sink your teeth into.  Still, my current mission is how to apply all these skills and passions for social media (we know it works) to the bottom line in sales…now that I’ve joined the sales team.  We’ve talked about them thus far ad nauseum here, on twitter and in person as we’ve laid the ground work for what this new thing, online connecting via web 2.0, is and how it applies to business.  


So with a nod of appreciation for Dude’s work and a rush out the door on my California BevMo and Whole Foods Wine department tour, we’ll all be enjoying a round of conversation and response to the latest report on social media in wine throughout real and virtual portals.  My favorite point currently lost in the comments debate on Dude’s blog is about millenials: “…they don’t respond to the mindless, unidirectional marketing tactics that have been the staple of the “traditional” marketing machine.”  Furthermore, despite the incredible headway made by the VinTank study, most stat lovers will never be satisfied because the meduim of measuring stats for something like social media won’t even be completely embodied by a dollar sign, a case sold or a wine club member convert…alone.  Perhaps in old school speak, how would you measure and quantify the value of the Rotary Club?  For an individual or a community?  Sure, there would be numbers you could point to…but I guarantee that would not be the whole story.

This is more like a movement where participation is decentralized, diffused and more democratic.  The power and influence is spread out.  Anyone who doesn’t like that will certainly knock it down (and we’ve seen that a lot throughout the past years).  Meanwhile, let’s raise a glass, remember the wine and talk as much about the magic in the glass and sharing that bottle together.


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Yesterday, the wine industry’s most curious and innovative gathered at Cuvee in Napa to hear VinTank, discuss the strategy, approach, and methodology of their study of social media and the blogosphere.  This report was created to help wine companies sort the relevant from the noise online and focus on developing an e-strategy.  VinTank is the latest start-up that says, “At VinTank we understand the key questions and help industry leaders formulate winning strategies.”  With co-founders Paul Mabray, Joel Vincent, Eric Hsu and Patrick Angeles, VinTank is positioning itself to evaluate and chart the currently flooded waters of social media in the wine industry in an attempt to make sense of this strange new online world.  Sorting relevance, influence and impact appear to be their primary focus.


The conversation/presentation at Cuvee shared a basic outline without giving too much away.  The study (expected later this month) aims to cover the broadest reach of social networks (for wine) and wine bloggers with detailed attention to the math behind their traffic, their influence, their relevance and how these cyber-space tools can help sell more wine, increase value or add to wine commerce/communication in some way.  I have to admit, as the expanse of wine in social media spills beyond my reach, I’d be happy to read multiple evaluations and reports offering me a snap shot of relevant, demographic specific direction.  I do this for a living for Hahn Estates, and I still don’t have time to get to them all.


Finally, the best part was the Napa Tweet Up that was augmented to the post VinTank presentation.  The conversation continued and everyone from bloggers to winery GMs, from Bank executives to Wine Tech start-up founders was able to connect and consider the possibilities for our industry.  There was indeed a buzz as people from more than a couple different generations and multiple disciplines crossed paths to learn about each other’s work, whether it was tweeting on a daily basis or running a winery from top to bottom.  It was technology and the common passion for wine that brought everyone together.


Photos courtesy of my BlackBerry Storm.

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