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Miss Vicky Wine : a brand born through social media

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Anne-Victoire Monrozier

on 23 February 2014

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Transcript of Miss Vicky Wine : a brand born through social media

from a blog
Les vins de Vicky
The Social Media Effect

I didn't wake up one morning thinking I'm gonna create a brand !
I had a blog with a name, a duck, a dad winemaker and friends.
Foster the Brand Experience
Imply consumers
Connect with influencers
Be visible to buyers
To a brand
Give tools for others to share
Spread the signals

Create excitement
Zero euros but social media
Reenforce the markers
A brand?
A name
A visual
A symbol
An expression
A distinctive sign
Become
an
adventure
missvickywine.com
+
+
+
@VickyWine
Followers Feedback
Most people want to help
From the way you dress to the way you select
your wines or talk to consumers.
E-REPUTATION
NOTORIETY
Pure social media ?
Social media
Real life, on the go
Prospection
Order management
Buyers relations
mailing
Design creation
Wine selection
25%
35%
0%
5%
8%
10%
7%
10%
Resolutions 2013
and a story
Values, concept and consistency
Les Vins de Vicky: community driven selection using networks and notoriety
Sales ?
From 0 bottles to
10 thousands a year
in 3 years
Wine Shops
Export
Supermarket
Repaires de Bacchus
met to a press event
Gabriella Wines NYC
throught instagram
e-commerce
Cdiscount
Mon Vigneron...
blog effect - sales throught social media
3000 Bottles
700 accessories, 500 bottles
Restaurants
Auchan, système U
e-reputation and visual impact
C
oncept
Visibility
Social Media power
engagement and trust thanks to social media
Paris, New York, Bordeaux...
A community of over 15000 persons on social media (blogs, facebook, twitter)
consumers, journalists, buyers, influencers, winemakers
Thousand of pictures
over 50 online articles
20 papers
2 TV shows
10+ videos interviews
1000 + consumers feedback
This is cool but hard to sell in traditional places
Like and dislikes
The French want it French
We don't see enough of the selection process
I love this duck !
there is always a "but"
Changes ?
Can we get
the tee-shirt
in black ?
I want a bubble !
People don't care about an AOC,
they care about the price
YOU
never the end
Strenghten communication strategies with buyers
Price competition : find the quality entry level wine
Communicate more on the product itself
Spend at least 50% times for prospection & sales
Give a try to traditional communication channels
Family, community, independence, innovation, tradition
privileges and offers
1200 bottles
1000 bottles
time spent
Imply more the designer in all communications
Full transcript