5 ideas to bring wine into the world of Web 2.0. From QrCode to the website, from social media to videos. Discover the new dimension of Bacchus.
By Il TestI burn
Today there is a lot of technology in a glass of wine, but going back to the origins of wine, in the Greek world, knowing how to produce quality wine was a sign of culture and civilization: "those who use civil wine, those who do not use a barbarian", said the Greeks.
In fact, the so-called "barbarians" used predominantly beer (whose origins are no less ancient). The Hellenic peninsula, mother of modern western civilization, has had the merit of spread the culture of wine, the so-called "drink of Dionysus (or Bacchus), in the rest of Europe.Wine was an essential element in one of the most important events social of ancient Greece, the Symposium (literally drinking together), which took place in a room, usually small, in which they were generally accommodated by seven to eleven participants, lying on sofas.Well, let's start from here .different, Social together ancient but also very current words in the world of wine in the world of Web 2.0.
The presence of wine in large "network barrels"Now inevitable.If up to 10 years ago they could rely only on wine guides and institutional advertising, if we consider thatBarack Obama became President of the United States , Grillo entered the parliament using the web and that Italy is the European country with the highest growth of Facebook users(at the beginning of 2013 there were over 22 million), it is difficult to ignore the new phenomenon of web 2.0.
People are at the center of communication, finally have the knife on the side of the handle and speak,tweet, they share what they like and what they don't like.
Needless to stay out becausewe will talk about you anyway, there might as well becorrectly, in order to express one's opinion.
The fact remains, however, that only 5% of Italian wineries use online sales and that for the vast majority their website is even less than a showcase. We are not there, not really.
a) Analyzing some sites of wine houses (small and large) the following emerges:
b) the sites have an average of onedated graphicswith a taste far from new trends in web design
c) infew have a corporate blogthat allows you to dialogue with customers, retain them and, in addition, increase the visibility of the site on search engines
d) almost everyone has aFan page on Facebook, but few advertise it on their website
is) nobody has a channel on Youtube
f) few have a Twitter profile and if they have one they update it a little.
g) thenewsletter the only interactive information tool. But does anyone care to know what I think or should I just receive your mail without being able to reply?
h) the language used to describe products on average too technical
But then how to be incisive in WEB 2.0 communication?
In a positive way I would say with social networks you can let people know about products by describing them and giving information about their characteristics on the ways to serve them and combine them with cubes and dishes. Curiosity can be given to those who are not in the sector but want to know more.
The future involvement, of the senses, of the people around us, and of all those who, even virtually, we are able to involve …
Technology can help but then … everyone, in his own small way, must continue to offer Quality …
Here are some examples of how Web 2.0 and new technologies are changing the world of wine:
1) The future of wine guides on the web: who would have ever said that?
The guides: now with our mobile phone we can open and read in real time, pointing the optical reader at a code, pages and story pages about this or that monument, but also about wines (many companies now have their own code on the label), without having to flip through pages of paper.
the web application of the guide was born as the fulcrum and future of the guide itself. There is still no economic return, but its crucial development.
2) QR codes, an opportunity not to be underestimated:
For some years now, QR codes have become increasingly popular, in other words two-dimensional bar codes capable of being read by smartphones and cell phones.
The QR are a great opportunity if well exploited, they are almost everywhere now; from advertising in magazines to shop windows through business cards.
In the field of wine (finally), some companies have also begun to adopt the codes on the bottles, to the utmost joy of the nerd winelovers and to have as a goal to create a direct connection with consumers; easy, fast and able to provide useful information: if they scan the code of a bottle on a shelf I would like to know what kind of wine, what combination and what characteristics it has the same so it is useless to point the QR on the website of the winery, in fact the goal in this case is the purchase purchase; subsequently we will see their use with a specific APP, ARwine first Sommelier in Realt Augmented with the participation of the sommelier Andrea Gori.
3) Vino Nuovo also passes on YouTube
YouTube, the video sharing platform.Video Marketing is the new frontier of online communication and promotion. And probably also the easiest way to do promotion at virtually no cost. With video marketing it is possible to promote the winery, the people who work there, but also simply the individual wines, or the events organized, and much more. Video Marketing is becoming a much used medium since Google bought YouTube., Google not only indexes websites and documents in various formats, but also indexes images and videos.
4) The Web and creativity:
even in the world of wine there is no lack of creative ideas here are some examples:The social commerce of Vinix Grassroots Market https://www.vinix.com/shop/, here is how it works: choose a company to buy directly, decide whether you prefer to buy alone or in company and buy at a scaled price based on the quantity ordered with PayPal or credit card, up to a maximum of 51% compared to the price average in wine shops on larger quantities.
The beauty that you can do all this in company with your friends, relatives, colleagues and manage everything in real time on our platform. Open purchase groups and manage easy calls because the entire financial side and communications between the participants are completely automated.
www.vinoegiovani.it/blog: the square ofWine and Youthto share topics, address issues, exchange opinions and make appointments. Along with the blog, also the fan page onFacebook. A blog as a strategic communication tool for a sensitized drinking awareness campaign, a space for comparison, dissemination and sharing dedicated to issues related to the relationship between the new generations and wine and next to it the use of social networks. Cos Vino e Giovani, the project funded by the Ministry of Agriculture, Food and Forestry Policies and created by Enoteca Italiana, speaks to children and others, addressing issues related to one of the best products of Made in Italy.
In concrete lawful questions but then what is the best way toexploit the potential of the social webfor a wine producer?
It is necessary to look at corporate identity and strategy as a whole, considering social networks not as a mere communication channel, but rather as a process transversal to all corporate functions aimed at:
- To listen. Observe and participate in two-way conversations and multimedia, in the blogosphere and on the various networks, to get valuable information from the market
- Make yourself seen. Increase the visibility of your brand through viral content, social advertising and geolocation-based tools. Word of mouth combines physical and virtual reality.
- Retaining and evangelizing. Create and maintain a community of customers and supporters by developing a daily dialogue. If well managed, loyal customers automatically become promoters of our wine: a powerful and free sales force!
- To sell. Redesign the value chain and the distribution system by stimulating final demand, introducing new sales methods or revolutionizing purchasing flows.
The four points listed above can apply generically to any good social media marketing strategy.
For wineries, the starting point for wine in itself is the territory where it is born, to go back to the origins back to Bacco, but 2.0!
To learn more about these issues, you can come to Vinitaly / Enolitech Hall F stand E8 / F8