m learncon 2010

mLearnCon

Digital Wine: Sales and Consumer Education Via Mobile

June 16, 2010

Agenda

+ Mobile learning to increase knowledge and drive business+ Introduction/ history/ background/ etc. + Wine+ Process and approach+ Creativity and innovation+ Mobile iteration 1(a,b,c...) and 2+ Mobile and web+ Apps+ Current / Next / Future...+ Discussion/ Q+A

Introduction

+ Robert Hennigar+ Director of Education, Constellation Wines U.S.

History

+ RMW (7)+ In-market/ winery education

+ IEU (4+)+ On-line

+ CAOW (3)+ In-market+ On-line+ Social+ Mobile!

Our Business

+ Largest premium wine company+ Approximately 45 million annual case sales

(U.S.) 17 wineries in the U.S.

Background

+ When everyone is making good wine...+ Stimulate interaction and engagement+ Develop and deliver effective content that

helps people learn and communicate the stories of our wines.

+ When they need to know -> Mobile

De-mystify Wine

+ Increase the "pull" for CWUS products+ A learning partner + Provide socially meaningful value to people/

communities/ partners

Our Team

+ Strategy - small+ 7

+ Content experts...+ 2 MW's+ 2 Field Educators (FWS too)

+ 1 Instructional Developer+ 1 Coordinator+ RH

Our Team

+ SME's...

Our Audiences

+ Internal+ 2,500+

Our Audiences

+ Trade+ 25,000+

Our Audiences

+ Consumers+ ?

Blended Learning Approach

Wine...

And More

And More

+ Story

Inniskillin Ice Wine

Why Mobile?

+ Initial audience - Sales+ Always in motion+ Binder+ Version control

Why Mobile?

+ Initial audience - Sales+ Always in motion+ Binder+ Version control

+ Trends+ Pace of mobile adoption+ Pace of mobile innovation

+ 3G/ social/ video/ audio/ devices+ Reach

Why Mobile?

+ Initial audience - Sales+ Always in motion+ Binder+ Version control

+ Trends+ Pace of mobile adoption+ Pace of mobile innovation

+ 3G/ social/ video/ audio/ devices+ Reach

+ JIT Learning + when you need it = value

Approach

+ Divergent -> convergent thinking + "Building up"

+ Rapid+ Low-cost+ Prototyping - "build to think"

Rapid Development

+ Iterative - cyclical, time or money...

+ v.1

Mobile v.1

+ Original version + http://www.old.aowmobile.com

+ Internal need - Sales job aid

Mobile v.1

+ "Prototype"+ Needed flexiblity+ Low-cost development tools+ Multiple iterations+ Added different forms of content

+ Wine Profiles...

Mobile v.1

Mobile v.1

Additions...

+ Audio files+ Podcasts, wine pronunciations

+ Regional profiles+ Wine 101+ Project Genome+ Fine Wine, Fine Service+ And more...

Tools

+ Adobe CS4+ Dreamweaver (.css)+ Photoshop+ Illustrator

+ Google Analytics+ Media Temple Hosting+ No IT

Mobile v.1 - What We Learned

+ Successful + Why not an App?

+ Dynamic content+ Updating/ adding more+ Flexibility

+ Low-cost, low-res prototype+ Feedback - valued, excitement, interest+ Analytics...

Analytics

Analytics

Mobile v.1 - What We Learned

+ Successful + Low-cost, low-res prototype

+ Feedback - valued, excitement, interest+ Analytics

+ Extensible and flexible+ Vision - distributed authoring...

+ Content creation and updating + DreamWeaver required all editors to have licenses

+ Fixed location

+ Solid prototype + Need for additional authoring capacity

+ v.2

Mobile v. 2

Mobile v. 2

+ Your turn...+ http://www.aowmobile.com

+ Find the "Profiles -> Wine Profiles" link+ Select the "Simi Winery -> Vineyard Designate

link + Choose the Simi 2006 Landslide Cabernet

Sauvignon link+ Where is the Landslide Vineyard located?+ Where does the vineyard get its name from?

Mobile v. 2

+ Your turn...+ http://www.aowmobile.com

+ Media->Pronunciations...

+ Web/Mobile

Web and Mobile

+ Discussion

+ Current / Next / Future

Current/ Next/ Future

+ Wine education courses 150++ Create consumer - "pull"

+ Address their interests/ needs, desire to know...+ Retail + Restaurant+ CRM+ Web+ Social/ discovery

+ Invert the development model

Courses

Retail Location

+ Provide consumers with knowledge and communication at the point of purchase

+ Performance improvement and education

Simple - SMS/ MMS

QR Codes - Web/ Video

QR Codes - Web/ Video

Barcode Scanning - "Shopper"/ "Red Laser"

Mobile Search

+ Product information without code scanning

Digital Coupons

+ Intel/ efficiency through reduced costs+ CRM data gathering

Retail Mobile - Working With Partners

Location-Based/ Augmented Reality

+ Direct consumers to outlets in their vicinity while simultaneously providing information about our products

Geo-Position Promotion Alerts

+ $12.7 B by 2014 (Juniper Research)

Retail Mobile - Connect More Deeply

+ Opportunity to extend the purchase experience (wine club)

+ Create communities of purchasers with similar interests

+ Social - ratings/ comments

+ Provide service and support

Restaurant

+ The "Wine List"

Restaurant

Restaurant

+ Personal rating system ->social+ CRM? + Geo-position promotion alerts+ Waitstaff education and customer support

+ modules...

Apps... (some ideas)+ what is wine, and how is it made? (fermentation, process, aging...) + what is special about wine? - History of, complexity, aromas, etc.+ factors affecting wine style, quality and price+ how to read a wine label - what does the information mean? + how to select, how to help someone choose, a wine at retail + how to store wine properly+ how to taste -sight, aromas, faults, taste + primary tastes in wine - acid, sweet, tannin, oak + terminology of wine+ how to read a wine list/ choose a wine in a restaurant + how to pair wines with food + what do I need to know about the major wine regions in the world? (where

are they? what is old world/ new world? why do I care?)+ Vineyard cycle - annual + where to find a wine I'm looking for + how to navigate a wine shop? + which of these wines are on sale/ special/ rare/ new? + and more...

+ Old World/ New World

+ Old = Telling + Selling

+ New = Sharing + Listening

+ Mobile

Sharing and Listening

+ Desire of consumers to interact...+ Web/social designed to support education of

consumers/ partners+ Social supports the building of a community

of people engaged in learning about wine

Blogging / Tweeting

+ Knowledge sharing, communication, performance improvement

+ Share information real-time about initiatives, sales efforts, strategies, success stories

Closing

+ When we can be always connected, what are the implications?

+ Creativity/ Innovation -> greatest opportunity+ Ubiquitous/ broadest reach+ JIT learning+ Mobile CRM opportunity+ Tablet computing+ Create "pull"+ Pace of innovation+ More ...

Discussion

+ What have others done? + Consider your business... + Ideas on how you might use mobile+ What might you test/ prototype?

+ Q+A

+ Thank You

Contact

+ Rob Hennigar+ robert.hennigar@cwine.com+ twitter: robhennigar

Resources

+ The Constellation Academy of Wine+ www.academyofwine.com

+ Academy of Wine Mobile Content+ www.aowmobile.com

+ Academy of Wine Social Network+ www.academyofwine.ning.com

+ Mobile CMS/ site revision+ www.knowledgesource.com

+ Media Temple+ www.mediatemple.net

+ QR code generator+ http://qrcode.kaywa.com/

Presentation

+ Download a copy of this presentation here