wine estate + web 2.0
DESCRIPTION
The internet approach of the french wine estate Domaine des Crès Ricards by Guillaume FoltranTRANSCRIPT
Wine estate + web 2.0
Using web 2.0 services to build up a wine estate
The situation at the end of 2005
§ a wine estate founded in 2001, § looking to increase its profile and sales, § Internet presence since 2002 but rather limited content…
Our objectives
§ Build closer relationships with existing and potential customers and provide them with valueadded service
§ Raise our profile and increase online sales § Run our web operations and obtain decision support
The problem!
Devising an Internet strategy with a very low budget and limited computing knowledge.
A solution:
Thousands of web services are now available and: § require little or no computing skills § the vast majority are free!
The main web services used
§ 90% of these services are free!
A few examples…
Blog
[ TypePad ]
§ Helps build a closer, interactive relationship with wine lovers
§ Straightforward publication of content § Excellent search engine visibility blogs are particularly well indexed
Microblog
[ Twitter ]
§ A more instinctive method of communication, § Short messages (maximum of 140 characters) about what is happening at the winery and which we would not necessarily have put on the blog
Maps
[ Google maps ]
§ Maps make the site more entertaining for visitors § Used to show restaurants that stock our wines and events where web surfers could come and meet us
§ Quite simple to integrate and very well documented
Photos
[ Flickr ]
§ Posting pictures to go with the web content develops a closer relationship with customers
§ Optimizes indexing and is an additional source of traffic
§ Very easy to integrate
Dashboard
[ Netvibes ]
§ A genuine business portal, simple, free and with remote access!
§ In 1 click, it displays your emails, calendar, online storage (box.net), RSS feeds, bookmarks, etc.
§ Simple Internet tracking system with search widgets
Decision support
[ Google Analytics ]
§ Genuine professionalquality decision tool § Analyzes traffic, level of interest according to geographical area (used for example for feedback after exporting wine), performance of the online sales process…
Ecommerce
[ Mal’s ]
§ Completely free § Very easy to integrate and configure, § PayPal interface that accepts secure payments by credit card without any need for a costly integrated payment solution
Ecommerce
[ eBay ]
§ We use the auction system to sell "Discovery boxes", giving wine lovers the opportunity to try our wines at a bargain price
§ We benefit from the eBay platform and its traffic, and accept credit card payments through PayPal
RSSisation! [ Feedburner, Feedsweep, Yahoo! Pipes ]
§ To satisfy users of personal pages and other content aggregators (consultation methods that are currently developing very fast)
§ Publishing, indexing and referencing of feeds (Wikio, Technorati) are also a source of traffic
What are the results?
Exposure
The presentation of our strategy at web 2.0related events has led to significant exposure in the press and on the Internet!
Higher profile & web traffic
§ Significantly higher profile in France, Europe, North America and Japan
§ 10fold increase in web traffic between 2005 and 2007 (end of September)
Online sales
Still too early to draw firm conclusions (11 months) but some trends. We have achieved our objective of creating a new channel of distribution, because 80% of online buyers are new customers.
… and how much does it cost?
25.63 € per month, so less than the price of one cup of coffee a day!
§ Monthly fixed costs (excluding VAT, % on eBay sales and CPC AdWords) • web hosting: 5.90 • Typepad blog: 12.50 • eBay store: 7.23
Domaine des Crès Ricards 34800 Ceyras
www.cresricards.com
Guillaume Foltran October 2007