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Sincerely,
Gabriel Carrejo
Napa Valley Tweetup? What’s That?
• The Napa Valley Tweetup hosts premier social media,
networking, and wine tasting events and raises money for
charity
• March 12 – 13, 2010 in Napa, CA
• Social media seminar on Friday, March 12
• The Napa Valley Tweetup presented by Robert Mondavi Winery
networking event in the To Kalon Cellar
• Private wine tour at Hall, Chappellet, and Krupp Brothers
• This report studies buzz created by the event and its effect on
the Robert Mondavi Winery brand. We also studied the Napa
Valley Tweetup in comparison to other events
• The data set is from 2/23/10 – 3/24/10
5/6/2010 3
Methodology
BV (0.4%) BV (0.6%)
St. Supery
(31.6%)
Gallo (23.8%)
BV (0.5%)
Share of Voice (All SM)
Over time…
Compared to the others that experienced large peaks and valleys over short-
time periods, Napa Valley Tweetup’s Share Of Voice stayed largely
consistent, as we “kept the fire burning”
Awareness
Napa Valley Valley Tweetup was able to raise awareness, because prior to the event
(3.1-3.11) its SOV was 38%, during the event (3.12-3.13) it was 42.1% and after the
event, it stayed at 44.1%.
Share of Voice (All SM)
Share Of Coverage
Napa Valley Tweetup
(48.1%)
Mustard Festival
(30.9%)
Taste Of Yountville
(18.1%)
Share Of Coverage
Robert Mondavi
(41.8%)
Gallo (29.1%)
St. Supery
(28.7%)
BV (0.4%)
Robert Mondavi Winery is Strongest
in Blogs and Online Forums
Share Of Coverage (Blogs)
Robert Mondavi
(50.2%) Share Of Coverage (Forums)
Gallo (41.9%)
BV (0.9%)
Gallo (45.5%)
Discussion Forum
Robert Mondavi Winery has great (2.6%)
distribution across blogs, microblogs,
and forums
Online News (0.0%)
Where Napa Valley Tweetup
Conversations Happened:
Most discussions about the Napa Valley Tweetup presented by Robert Mondavi
Winery happened in Twitter. Napa Valley Tweetup generated consistent buzz
throughout the month, culminating in the days prior to the event.
Micro-Blogs
(94.2%)
Blogs (5.8%)
“@sunshinemug: Latest post: Taste and Tweet -- all about the amazing #napavalleytweetup”
"You have proven that Robert Mondavi Winery continues to be one of the leaders not just of wine in California,
but of wine all across the world. Your breakout party, so to speak, into the social media realm was a true
success." - Ward Kadel, @drXeno
“…people are still talking about the wonderful experience they had...” – Sarita Moreno @thewinegal_net
“I was shown the light, both in the warm welcome by the Mondavi staff, and in their willingness to embrace
social media and us” – Thea Dwelle, www.lusciouslushes.com
"Congrats and thanks to Robert Mondavi Winery for their leadership & raising the bar in support of the social
media community. Their event was truly top shelf" - Jason Mancebo @20dollarwine on Facebook
“Don’t underestimate the power of inclusive events such as the tweetup.” – Thea Dwelle @winebratSF
Conclusions
• The Inaugural Napa Valley Tweetup played an important role in
lifting awareness and Share of Voice for Robert Mondavi Winery
• With less than two months to organize and market the event, the
heretofore unknown Napa Valley Tweetup presented by Robert
Mondavi Winery dominated Share of Voice when compared to
other, well-known events
• By creating more “fuel for the fire” via the content distribution
network, the Napa Valley Tweetup retains Share of Voice post-
event and therefore enhances awareness for the Robert Mondavi
Winery Brand
Tweetups are good for your business
If you would like more information on hosting the Napa Valley
Tweetup at your venue please contact Gabriel@BonfireInteractive.net
Gabriel Carrejo also hosts the Silicon Valley Tweetup with the
founder, Michael Brito. For more information on how to organize an
event, or to host one of Gabriel’s events, send an email to
Gabriel@BonfireInteractive.net
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•Facebook.com/BonfireInteractiveMedia •Twitter.com/gabrielcarrejo
•Facebook.com/Biz360 •Twitter.com/Biz360
•Facebook.com/RobertMondavi •Twitter.com/rmondavi_winery
www.BonfireInteractive.net
www.Attensity360.com
www.RobertMondavi.com