Using Live Streaming to Turn your Brand Website into a

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Wine as a social bond
Building brand attachment andenhancing WOM
through virtual communities
Using Live Streaming toTurn your Brand Website
into a Virtual Cellar Door
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What were talking about today

• What is brand engagement and brand attachment?
• Why do we care?
• Consumer empowerment what does that mean to me?
• Assessing your web presence
• What can an online wine brand community achieve?
• How do we build one, what do we know?
• Making sure we have a pro-active attitude to
  co-creation
• Hosting a meaningful event
• Topic and wine selection
• Camera set up
• Whos on camera
• Active engagement with customers
• Q A

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What is it that consumers buy?

• Nobody buys products or services and they
  never have.
• Consumers buy benefits real or imagined
• Products are a bundle of attributes that
  consumers assess in a holistic way.
• Wading through the attributes to determine where
  (if anywhere) the value is for THEM.
• People trade off to get what they deem
  important.
• Dont think there are many knowledgeable
  consumers there arent.

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Extrinsic cues that matter

• How the wine tastes should be the most important
  thing...
• Cues that consistently cue wine quality for
  example
• Price
• Packaging
• Retailer
• Country-of-origin
• Brand
• Referral
• Associated products

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Lets talk about price

• People choose the cheapest product for these
  reasons
• They are demographically constrained (no money).
• They have an attitude towards spending money
  (have the first dollar they ever made) think of
  shopping as combat.
• They see all products in a range as the same
  hence go to the lowest price because it really
  doesnt matter.
• This is where brand values driving attachment
  come into play loyal and attached consumers
  are much less price sensitive. Well come
  back to this.

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The empowered consumer

• C2C interaction is facilitated by the Internet.
• Consumers are culturally and technically savvy
  and ever more resistant to brand lead,
  traditional message channels.
• Empowered consumers build strong stakeholder
  groups,with a louder voice.
• Very active in co-creating brand meanings
  marketing managers exert far less direct control
  than in the past.
• Looking also for co-created experiences, on and
  off line.
• Some risks, but greater opportunities too.

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What is brand attachment

• Consumers have moved on from feeling loyalty
  alone
• Used to be measured by behavioral and attitudinal
  behaviour
• E.g. repeat purchases and brand preferences
• Consumers now identify strongly with many brands,
  to the point where they use products and brands
  as a form of communication of theirideal-self.
• Consumers become attached both emotionally
  (they love and trust and defend their brands) and
  cognitively (get functional satisfaction).
• Attachment is a welcome heuristic or cognitive
  shortcut now when time is the ultimate
  currency and choices are endless.

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Attached consumer lead groups

• When the product brand, category or activity
  becomes highly meaningful for consumers, forms of
  communities emerge around it (this is nothing
  new)
• High level of attachment - involvement,
  interestand personal significance.
• Substantial amount of time thinking,
  communicatingand gathering information about the
  product category or activity.
• High degree of interaction, face to face or
  online.

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Outcomes

• What are the benefits and risks to brands?
• Consumers attached to a brand are
  loyalattitudinallyand behaviorally.
• Advocates and defenders.
• Less price sensitive.
• Generate strong and positive WOM but demand a
  say.
• Low cost per sale (obviously).
• Source of ideas and other forms of valuable
  feedback.
• Not all communications are positive
• Not all C2C communications will reflect reality
  .

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Wine an interesting context.

• Brand attachment can be established in a number
  of ways
• Wine is a highly socially oriented product
  anyways.
• Some people become involved - but are unlikely
  to become truly knowledgeable.
• The more involved the more a referral means.
• The more involved the more likely to be
  influenced by extrinsic cues.
• Country of origin
• Brand
• Price
• A tourism experience can be a catalyst and/or
  reinforce beliefs and set-up the propensity to
  seek community membership.

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A recent international study
PlaceAttachment
Resulting in positive influences in loyalty and
willingness to pay a premium price.
Data from wine regions in Australia,the USA,
France and Italy
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Building brands

• Building brand values is easy if you have
  unlimited funds and world-wide reach.
• A little tougher for smaller players
• Have to use funds wisely and with imagination
• Have to seek to find a unique place in the
  minds of customers
• Brands are like people
• None are perfect you cant please everyone!
• Think about the group that you want for your own
• What are your strengths and weaknesses?
• What is your over-riding competitive advantage?
• How can you make sure your values are
  communicated consistently?

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Lets look at some examples
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The Adelaide Hills Wine Region
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What is special about your brand?

• Is your brand ready for, or already engaged in
  co-creation activities?
• Are you clear on the pillars of your brands
  distinctiveness?
• If yes . then this strategy of community
  building will work incredibly well for you and
  also the region.
• Actively listen and engage with consumers.
• Seek their opinions and feedback.
• Give them opportunities to also engage with
  fellow fans.
• Have fun with them stimulate their interest
• Take their ideas on board let them co-create
  with you (e.gs later..)

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Fostering attachment online

• Wine makers perceived to be real people.
• Strong attachment between wine makers and their
  product.
• Consumers looking for the chance to interact with
  them as asktheir own questions .
• Consumers crave sincerity its a perfect fit.
• Wine buyers want to feel special.
• Premium wine buyers in particular want to have a
  edge.
• Works well at a dinner party
• This is an in-group experience.
• Wine is a strongly socially oriented product.
• A perfect fit for the medium.
• Brands build their own group of devotees it can
  be done.

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How does it work?
A cellar door experience can be a catalyst and/or
reinforce beliefsand set-up the propensity for
further engagement.
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Live streaming

• Equipment and accounts.
• Webcam set on a tripod with USB computer
  connection.
• Desk microphone set close to presenters with USB
  computer connection.
• High speed BB although we have streamed
  successfully without it.
• Problems with drop outs, time lags and so forth
  not ideal.
• Adobe Flash Media Live Encoder 3.2 (free
  download).
• An account with a streaming provider (e.g.
  Netromedia) at 148 p/mth.
• A place to store the videos (e.g. Vimeo) at 99
  p/yr.

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The set-Up
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How it looks to consumers
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Sharing the Sparkle
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A few days later..

• Email from a participant
• The tasting panel was a delight! In fact I took
  a trip with a friend to the Barossa Valley solely
  for the purpose of visiting the St Hallett winery
  and hopefully meeting Stuart in person.
  Unfortunately, he was not available that day but
  we left absolutely charmed by the quality of the
  cellar and personalised customer service. Simply
  excellent!  My friend and I had a wonderful time
  there! I probably would not have found this gem
  if it was not for you. So thank you again for
  this opportunity! I will spread a good word among
  my friends and anyone who is interested in
  wines.

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Consumer response

• I liked the website with the links to the
  tasting notes. The streaming went very smoothly.
  
• Great concept. Been to similar events with craft
  beer makers and distillers at a specific site,
  but the cyberspace aspect added something more.
• First experience with online forum I'm not
  even on Facebook. So took a bit of time to adjust
  to what was happening, but found it quite
  interesting and lively. Enjoyed the presenters'
  relaxed and friendly down-to-earth style felt
  like a personal encounter with nice people.
• Really great way to learn about local products
  and be able to ask questions and interact with
  other people with similar interests.
• A great idea and a great way to showcase some
  excellent wines. I had fun and I'd be more than
  happy to do it again.
• From the email I got, I didn't understand it's
  going to be online meeting I was really surprised
  when I had to sit in front of computer and speak
  online. It was excellent experience, one Ive
  never had before.

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Reseller support
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The effect of only 1 event
WPP increase of 2.74 (ave) From 28.68 to
31.42 Decent bottle costs 27.61
With absolutely no promotion AHWR 400 HQ
350 MS 90
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The all powerfulBrand Ambassador
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Getting people to join in

• Building a community takes planning.
• Rome wasnt built in a day this is one strategy
  (albeit a powerful one)that forms one part of a
  strategic branding and marketing plan.
• Activate your inactive club/emailing list.
• Many of our participating brands were shocked at
  the lack ofreaction to invitations.
• Many lists are just that harvested names and
  email addresses, thats all.
• Plan a calendar of meaningful events that support
  your brand values and competitive advantage.
• These dont have to be complex or difficult.
• Its the interaction that consumers are looking
  for.
• 2 to 3 wines works well wines and food is a
  winner.

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Your Website

• For one-way streaming (not chat) insert the
  Netro-Mediaembed code.
• For live-chat (What were on about) you need to
  get this facility added to your website.
• At the same time you may consider an
  up-dateof your current site
• Remembering the benefits sought by consumers
• Clarity! Ease of Navigation! No Clutter! Less is
  usually more
• Online wine ordering system or at least where
  they can buy it.
• All info current and up to date.
• What are your brand pillars?
• These will inform the content of your events.

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Steps

• Plan your calendar.
• 1 event per month perhaps or per fortnight
  whatever works.
• Include lead in or teaser videos to support
  events.
• Create your email documents and other media.
• Review your email listing.
• Schedule a launch email to introduce your
  community,include the calendar.
• Provide some manner of special this is an
  in-group privilege.
• Promote this off line and on line
  (advertise/distributor support).
• Reminder emails and other prompters
• Link to Facebook, Twitter etc, cellar door
  promotion.

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Questions?