Wine Branding and Social Media

by Eve Resnick on November 17, 2008

in General

Buzz very often means “noise” on Internet. It is difficult for a brand to be heard and seen on the web because of the competition and all the tools available. How can we measure the audience or the visbility of a brand? This is a very important question for the marketer because our customers want to know what the ROI of their web campaign is.

The Cork Blog, the blog of Napa Valley, monitored the brand awareness of “Napa Valley” through a monitoring tool. It showed that Napa Valley is connected mainly to “wine”, “Cabernet Sauvignon” and “red”. The “cloud” shows the results: the bigger the word, the more occurences:, one of the major on line stores, followed in their steps and monitored the “winosphere”. They compared the online buzz generated by several Napa Valley wineries over the past month. They chose five major Napa wineries: Robert Mondavi, Beringer, Sterling, Beaulieu, and Rubicon. Here is the result:

This exercise brings some questions to mind: how accurate are the findings? Can we base a report for our clients on the results of such a study? Are the results fine enough to let us at least guess some general trends? The only way to answer those questions is to run our own study and compare the findings to studies done with traditional marketing tools.

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