FRIDAY, OCTOBER 22nd

Creative Social Media strategies for Publishers

Time: 15:00-15:30
Who is leading the wine publishing industry with the most creative social strategies and why? What can you learn from the market leaders, what will give you the edge using creativity, strategy and technology to create commercial value for your business.

The Basics of Social Media

Time 15:00 – 15:30
What is social media, why is it important to my business. How do I use it to help increase awareness of my brand online? With over 500 million Facebook users and 150 million Twitter users, we help you understand the basics behind the fastest online growing communications medium.

How Audio and Video can Transform your Blog

Time: 15:00-15:30
Learn the basics of creating podcasts and video for your blog, using tools such as AudioBoo, iMovie and iTunes – the tools, the techniques and the technology.

How to develop a global online community for your personal brand

Time: 15:40- 16:10
Learn how to use social technologies such Facebook, Twitter, Flickr, YouTube and Blogs to build, grow and create a sustainable online community for your business.

How creating compelling content will help grow your blog community

Time: 15:40-16:10
Learn to create successful, interesting blog content, develop a loyal readership, as well as learning some of the methods to get your blog noticed.

What is social media monitoring and why is it important to help me understand what customers are saying about my business

Time: 15:40-16:10
Are you following online conversations about your brand? Do you know what people are saying about your product? If you’re not listening to the conversations you may be missing out, and your competitor may very well be. Learn the basics of social media monitoring and the technology behind it.

How to track and measure all your social media activity?

Time: 16:20-16:50
Ever wondered who clicks on your links, how many times they return, where they came from? Learn how to use tools such link trackers, google analytics, tweetreach and facebook insights to really understand your audience and their behaviour.

Sharing through Twitter, Facebook and other social networks

Time: 16:20-16:50
Find out how you can distribute your content into social networks easily to increase readers to your blog. Learn how to use tools such as twitterfeed to automatically publish your content into Twitter and effectively use Facebook to publish to fan pages or Flickr and YouTube for sharing visual content.

Gadgets & technology: iPhone, Ustream, QIK, Twitterific, Tweetdeck, Google Alerts etc

Time: 16:20-16:50
A quick fire session on some of the more popular social media technologies that can help you make your blog more interesting, help grow your audience or track your activity online. Looking at Ustream, QIK, iPhone, Graphedge, LiveFyre, Disqus. This will help you develop smarter strategies to grow your blog and community

SATURDAY, OCTOBER 23rd

Freedoms, Rights and Responsibilities

Time: Saturday 9:00
Moderator: Robert McIntosh of The Wine Conversation

• George Sandeman from Wine in Moderation
• Ken Payton, Citizen Wine Blogger and Founder of “Reign of Terroir”
• Adam Watson-Brown, Head of Sector of the Directorate-General Information Society & Media of the European Commission

We will discuss the influence wine communicators have had upon the consumer, and how best to encourage the creative exploration of wine for the benefit of all. This discussion will draw on the practical experiences of the Wine in Moderation campaign, the future impact of EU regulations on online wine communication, as well as Ken Payton discussing ethical issues that come from being a “citizen wine critic”.

Webinars and Wine Communications

Time: Saturday 9:00
Moderator: Damien Wilson
Panelists:

• Delegates from the Burgundy Business School

How online software is changing how we communicate with wineries and wine professionals. The Burgundy Business School’s Institute of Wine Management has embraced the online webinar as a teaching tool for their students, and they are going to show us live how education online can take place in the 21st century.

Additionally the question of the press trip will be raised as to what can be done to either help enrich the experience, or sometimes to eliminate it all together.

Creative Commons

Time: Saturday 10:15
Moderator: Ryan Opaz, Co-Founder of Catavino.net
Panelists:

• Massimo Travostino, Partner at Studio Legale Pecoraro-Travostino
• David Honig, Founder and CEO of Palate Press

The idea of paid content is changing. Can you really make money giving away your content?

In a time when major publishers’ paywall experiments appear to be failing, and as the volume of free content grows, can cooperation improve the quality of material available whilst creating new business models?

This session will look at the alternatives to subscription models, including Content Licensing, and the Creative Commons. When is Free not really free, and how can you protect yourself?

Online Wine Commerce

Time: Saturday 10:15
Moderator: Julia Sevenich, Wine Publicists and Author of Uncorked in the Alps
Panelists:

• Rowan Gormley, Founder and CEO of Naked Wines
• Evelyn Resnick, Author of “Wine Brands“
• Andre Ribeirinho, Founder and CEO of Adegga.com

The growing number, and influence, of bloggers and online wine lovers is changing how we buy and sell wine. What does this mean for how we create and use content? What does it mean for the wine business? What new opportunities are there for wine retailers and consumers?

Publishing Platforms

Time: Saturday 15:00
Moderator: Robert McIntosh of The Wine Conversation
Panelists:

• Delegates from Media 140

If there is to be lots more good content, and it is to be shared more widely, what are the platforms to consider, and how can you ensure your content is included?

Experts in the field will examine what platforms to keep an eye on and look at some examples of this already in action.

Generics Reaching Out

Time: Saturday 15:00
Moderator: Charles Metcalfe, Wine Critic, Author of “The Wine and Food Lover’s Guide to Portugal” and Wine Blogger

• Willi Klinger, Director of Wines from Austria
• Michael Cox, UK Director of Wines of Chile

Wine groups, such as sales & marketing associations, regional boards or generic wine marketing bodies, have an important role to play online, offering their members support, expertise and joint marketing budgets. How are these bodies approaching social media today, and what more could they be doing to support their members and their target audience – wine buyers and content creators? What budgets are available, and how should they be being spent?

And in light of our mission to spread the good word about Social Media, we decided to kick off the 2010 EWBC with a tasting of Austrian Wines spearheaded by Willi Klinger, President of the Austrian Wine Marketing Board. Have fun watching the film, and don’t forget that we’re still looking for people interested in proposing a seminar or workshop at this year’s conference!

EWBC 2010 Launch from Ryan and Gabriella Opaz on Vimeo.

Time: 16:00 – 16:45 pm

Roundtable:

• Esteban Cabezas – The Wine Academy Spain
• Marcio Ferriera – ViniPortugal
• Evelyne Resnick – Wine Brands

Theme: We will have just spent a day looking at where the world wine and online media have converged; how video is changing the way we communicate about wine; how wineries and wine bloggers can communicate better. So to end the day, we want to look at the future, and what tomorrow will  bring us? Will we become more open, or will the inverse occur, creating virtual walls around individual content?

Questions:

• What role will blogging have in the next 5 years of wine communication?
• What importance will we place on video as we move into the next generation of wine communication?
• Do Twitter and Facebook serve a purpose or are they just steps in the evolution of wine communication?
• How can Generics better embrace the benefits of Social Media? And when will we see them doing more?
• The Social Wine world is highly personlized and time consuming at times. Is this method sustainable, or will we see less authentic forms of it in the future?

Time: 11:15 – 12:00 pm

Roundtable Contributors: Daniele del Gesso, Zev Robinson, Gwendolyn Alston

Theme: How is Videoblogging Changing the Online Wine Landscape?

Questions to be Addressed:

• What, in your opinion, is the future relationship between video blogging and the traditional written blog?
• What makes a wine video different from other types of video?
• What does video add to the wine blogosphere?
• Is video more effective in getting the wine message across to the viewer or less effective?
• What are some alternatives to video wine reviews?
• How would you encompass other aspects of social media into wine videos re: the recent L’anima challenge and twitter?
• Technical aspects of videoblogging: how important is the equipment and is a flip camera enough?
• How, in your opinion, do you make an interesting video? What turns you off? What is the ideal length of a wine video? What makes a wine video good or bad, or is it all just shades of grey?
• How can wineries use video in an interactive way on their blogs to get their message across? How do they convince viewers that it’s not a sales pitch (even though we all know it is)?

Time: 9:00 – 9:45 am

Roundtable Contributors: Evelyn Resnick (Wine Brands Blog), Philippe Hugon (Vinternet)

Theme: The Social Wine Brand and the Value Chain

Questions to be Addressed:

• what do we understand as a ‘brand’?
• what happens to a brand in the social media space?
• what roles do wineries, importers, retailers, bloggers and consumers play in this brand discussion?
• how might brand “owners” influence these processes? can they? should they?
• how can bloggers increase their influence, and what responsibilities do they have?
• is there any extra money in it (for wineries, bloggers, retailers)?
• what does the consumer get out of this?
• is this the future? is it new, or just more marketing spin?

Consequently, this year, we intend to change this dynamic. For the first time, and hopefully not the last, we are going to offer a small group of Friday workshops for wine producers who want to learn more about blogging, bloggers and social media. In this way, we hope to provide wine producers who are looking for new ways to brand themselves, with the basic tools they need to take the first steps.

This year’s sessions will be limited to 50 producers and will cost 150 euros per individual. For regional governments who want to offer discounts to their producers please contact us for details. We will be providing lunch and 3 sessions in which we discuss blogging and social tasting note sites/communities.

In addition, we will also be conducting an “action session” where you will be given a “quick start guide” on how to enter the online world effectively. Lunch is included in an informal setting to allow for dialog and reflection. Over the next few months, we’ll be fleshing out the workshops, giving you more specific information on what material will be covered. Of course, if you as a producer have any specific questions, or subjects that you would like covered, please don’t hesitate to voice your thoughts in the comments below.

Cheers,
Ryan Opaz

Presenters:

Ryan Opaz – Founder of www.Catavino.net and www.Wineblogger.info, Ryan has been traveling and writing about Spanish and Portuguese wines for 5 years. He has spoken at the London Wine Fair, Wine Pleasures Tourism Workshops, FITUR, and will be speaking at the WineFuture Conference in Rioja this November.
Andre Riberinho – Andre is a co-founder of online social wine service Adegga.com. He’s a software engineer with more than 10 years of experience on the Internet. He has spoken in such places as the London Wine Fair and the Reboot Conference and is an organizer of the 300-person SHiFT conference in Lisbon. As an entrepreneur Andre as also invented the AVIN, an ISBN-like unique code for wine that has been then developed by Adegga.

Workshops:

10:00 -10:30 – Web 2.0 – Self-publishing today
10:30 -11:30 – Wineries Blogging – Ryan Opaz www.catavino.net
11:30 -12:30 – Wine Bloggers – How to interact – Andre Riberinho www.adegga.com
12:30 -12:45 – Coffee Break
12:45 -13:30 – Building a blog and using it – Ryan and Andre

Cost: 150 euros/per person

Attendees: 50 participant limit

USB Gift for Participants:

• links to all presentations
• links to all websites mentioned
• free premium account on Adegga (1yr)
• Special Price for Workshop and EWBC registration: 300 euros (normal price:345)

This event is still looking for sponsors. If you are someone who wants to show support for online development in the wine world please consider helping us to make this the best workshop it can be. Send us an email at: contact@catavino.net or call us +34 656 433 063