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

• 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)

Jason Stubblefield (Stub)

CorkEnvy

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)

• WriIng Since 2012
• Vineyard/Winery/TasIng Room Reviews
• ArIcle Focus

– “The Story” Behind the Scenes – Wine EducaIon – The “Experience” of Wine

Miki Finnin

The Vineyard Trail

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

Who Blogs About Wine?

(From 2013 State of Wine Blogging Report)

Takeaway: Over 63% of wine bloggers have professional backgrounds in Wine, Food, or WriKng

0% 25% 50% 75% 100% U.S.-based 35-45 Male Married Wine/Food/Writing Parents

51% 63% 69% 62% 47% 58%

Why Do You Blog?

(From 2013 State of Wine Blogging Report)

To make money Turn blog into book Turn blog into job To create a name for myself Wine is my passion To have a voice Writing is my passion Promote my own business Promote business/organization 0% 20% 40% 60% 80% 100%

12.2% 22.7% 38.8% 51.4% 82.4% 44.7% 25.1% 10.6% 8.2%

Takeaway: Most wine bloggers blog for self-saKsfacKon and fulfillment

How Long Have You Been Blogging?

(From 2013 State of Wine Blogging Report)

Less than 3 months 2% 3-6 months 2% 6 months- 1 year 6% 1-2 years 14% 2-4 years 32% 4-6 years 25% More than 6 years 20%

Takeaway: Over 75% of wine bloggers have 2 or more years experience

How Oden Do You Update Blog?

(From 2013 State of Wine Blogging Report)

Less than 1 time/MONTH 8% 1 time/MONTH 4% 1 every few WEEKS 22% 1 time/WEEK 31% 2-3 times/WEEK 24% 1-2 times/DAY 8% 3+ times/DAY 3%

Takeaway: 55% of wine bloggers 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

What Qualifies Wine Bloggers?

Discussion

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)

Twitter Facebook 1000 2000 3000 4000

1928 3215 448 1550

Mean Average

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 Number of unique viewers Number of shares Number of Twitter followers Number of Facebook Fans Number of comments Number of links to blog Number of RSS subscribers Revenue 0% 25% 50% 75% 100%

10% 15% 27% 31% 33% 38% 44% 63% 80%

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

month

• 3.6%- $1,001-$4,000+

per month

• 1.2%- $2,000+ per

month

No Income $200-$1,000/month $1,001-$4,000+/month $2,000+/month 0% 20% 40% 60% 80% 100%

1.2% 3.6% 9% 70%

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?