The Value of Working With Wine Bloggers Panelists : Ilona Thompson, - PowerPoint PPT Presentation

The Value of Working With Wine Bloggers Panelists : Ilona Thompson, CWAS www.Palatexposure.com Miki Finnin www.TheVineyardTrail.com Moderator : Jason Stubblefield (Stub) www.CorkEnvy.com

Overview • Intro of Panelists • Who Blogs About Wine? • Value and Skills Bloggers Bring to the Industry • How To Work With Wine Bloggers • Engaging Wine Bloggers • QuesIons

Jason Stubblefield (Stub) CorkEnvy • Began CorkEnvy Wine Blog 2011 • Wine Blog Award Winner 2015 • InternaIonal Wine Film Award Winner 2016 • Filmmaker • Co-host, “Wine AnIcs LIVE” Weekly Livestream • Co-host, “Beyond the BoUle” Feature Livestream Series • Regular Contributor to DayIme Blue Ridge, NBC Roanoke (VA)

Ilona Thompson Palatexposure • WriIng Wine TasIng Notes Since 1998 • WriIng For Palateexposure Since 2012 • Mission: To Inform & Engage Reader Via Storytelling from Human Interest PerspecIve • SpecializaIon: Wine • Other Areas of Coverage: Spirits, Food, Travel • 3 Partner Websites: – Palatexposure.wine (reviews) – Palatexpsure.photography (photoblog)

Miki Finnin The Vineyard Trail • WriIng Since 2012 • Vineyard/Winery/TasIng Room Reviews • ArIcle Focus – “The Story” Behind the Scenes – Wine EducaIon – The “Experience” of Wine

Who Blogs about Wine and what Qualifies Someone to Become a Wine Blogger?

Who Blogs About Wine? (From 2013 State of Wine Blogging Report) 100% 75% 69% 63% 62% 58% 50% 51% 47% 25% 0% U.S.-based 35-45 Male Married Wine/Food/Writing Parents Takeaway: Over 63% of wine bloggers have professional backgrounds in Wine, Food, or WriKng

Why Do You Blog? (From 2013 State of Wine Blogging Report) To make money 8.2% 10.6% Turn blog into book 25.1% Turn blog into job 44.7% To create a name for myself 82.4% Wine is my passion 51.4% To have a voice 38.8% Writing is my passion 22.7% Promote my own business 12.2% Promote business/organization 0% 20% 40% 60% 80% 100% Takeaway: Most wine bloggers blog for self-saKsfacKon and fulfillment

How Long Have You Been Blogging? (From 2013 State of Wine Blogging Report) 4-6 years 25% 2-4 years 32% More than 6 years 20% 1-2 years 14% 3-6 months 2% Less than 3 months 2% 6 months- 1 year Takeaway: Over 75% of wine bloggers 6% have 2 or more years experience

How Oden Do You Update Blog? (From 2013 State of Wine Blogging Report) 1 time/WEEK 31% 2-3 times/WEEK 24% 1 every few WEEKS 1-2 times/DAY 22% 8% 3+ times/DAY 1 time/MONTH 3% 4% Less than 1 time/MONTH Takeaway: 55% of wine bloggers 8% update their blogs AT LEAST 1 Time/WEEK

What topics Do You Cover? (From 2013 State of Wine Blogging Report) Takeaway: Wine bloggers cover topics readers are interested in and producers want covered

Discussion What Qualifies Wine Bloggers?

Wine Blogger Influence

Social Media Use by Wine Bloggers? (From 2013 State of Wine Blogging Report) • 83%- TwiUer • 75%- Facebook • 27%- Pinterest Takeaway: Wine Bloggers Leverage Social Media To Their Advantage

Number of Social Media Followers (From 2013 State of Wine Blogging Report) Mean Average 1550 Twitter 3215 448 Facebook 1928 0 1000 2000 3000 4000 Takeaway: The Average Wine Blogger AWains Organic Social Media Reach Over 3,000 Per POST

Number of Unique Visitors per Month (From 2013 State of Wine Blogging Report) Takeaway: Wine Bloggers Reach Over 5,000 Unique Visitors Per Month

How Do You Measure Success? (From 2013 State of Wine Blogging Report) Personal satisfaction 80% Number of unique viewers 63% Number of shares 44% 38% Number of Twitter followers Number of Facebook Fans 33% 31% Number of comments 27% Number of links to blog 15% Number of RSS subscribers 10% Revenue 0% 25% 50% 75% 100% Takeaway: Most Bloggers Measure Success In Terms of Personal SaKsfacKon and Goals

Profitability of Your Blog (From 2013 State of Wine Blogging Report) • 70%- None • 9%- $200-$1,000 per No Income 70% month 9% $200-$1,000/month • 3.6%- $1,001-$4,000+ per month $1,001-$4,000+/month 3.6% • 1.2%- $2,000+ per 1.2% $2,000+/month month 0% 20% 40% 60% 80% 100% Takeaway: Most Wine Bloggers Make NO INCOME From Their Blogs

What Skills do Wine Bloggers Bring to the Table? • WriIng / EdiIng • Storytelling • Content Management • Social Media Management • Photography / Videography • Web Design • Professional Management • MarkeIng / PromoIon

How To Work Wine Bloggers

How To Work With Wine Bloggers (Stub) • Send Samples • Send Release Notes • Invite Them to Visit • Give Them Access • FOLLOW UP! Takeaway: BUILD RELATIONSHIPS With Wine Bloggers

How To Work With Wine Bloggers (Ilona) • Plan and Customize IIneraries/Tours • Assemble Cohesive Groups • Focus Your Message To Writers • Grant Exclusive Access • Allot Free Time

How To Work With Wine Bloggers (Miki) • Know Your Message • Seek Out Bloggers Who Fit Your Needs • Be Prepared • Collaborate

Engaging Wine Bloggers • Research bloggers (parIcularly local bloggers) • Create your own blog • Host blogger events/press trips • AUend Wine Bloggers’ Conference • Hire a blogger

Takeaways • Wine Bloggers are dedicated, self-selected, & passionate • Wine Bloggers have valuable influence • Wine Bloggers have valuable skills • Bloggers Value RelaIonships • Bloggers Are A Great Resource

QuesIons?