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Culture, Crowdsourcing & Creating New Wine Words

Event Interactive 2012
Format Dual
Organizer Andy Hadfield – One Big Widget
Speakers
  1. Andy Hadfield – One Big Widget
  2. Brett Haggard – Hypertext Media
Description South Africa has one of the world’s oldest, most prestigious and cultured wine industries… And it’s an elitist circle jerk. 400 farms, 800 wine brands and 15000 wines (75% bought in a supermarket and consumed within 24 hours) feeding a recession-proof drinking industry with a language and verbage designed to dissuade newcomers. “The herbaceous influence of the nose provides resplendent length and a curious capsicum cum sweaty saddle bouquet....” Who understands that? So we banned it, and added social media and crowdsourcing. Real Time Wine started off as novel, 140 character reviews posted on a multi-channel social platform. And it grew… We created a new wine language, learnt from the behaviour of social groups, played with the dynamics of multi-channel social platforms and witnessed the power of aggregation. We created something new and interesting for the modern South African wine buyer. And we’d like to share what we learnt in the process.
Questions
Answered
  1. What are the pros and cons of crowdsourcing?
  2. How do people describe wine when not allowed to use traditional wine langauge?
  3. How do Facebook, Twitter and Web Content integrate and work together?
  4. What are the emotional drivers of online communities?
  5. How do you measure reach across multiple, fragmented social platforms?
Level Intermediate
Supporting Material www.realtimewine.co.za http://www.realtimewine.co.za/pages/banned-words http://www.timeslive.co.za/lifestyle/wine/article987751.ece/Sidebar--Wine-waffle-distilled http://www.thedailymaverick.co.za/article/2011-02-19-real-time-wine-a-cut-the-crap-wine-guide
Category Social Media / Social Networks
Tags crowdsourcing, Social media analysis, wine
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