Authenticity, Millennials and Wine Star at Vino2011
The "Roof" is the Waldorf-Astoria, the "anywhere" is New York City and the "selection" is VINO 2011: ITALIAN WINE WEEK.
When I was called and asked to moderate a seminar panel for the Italian producers and wine marketers attending Vino 2011 next week, I jumped at the chance. Having been invited to attend this event before and sit on a seminar panel, I became well aware that the Italian Trade Commission's annual "Italian Wine Week" was among the best organized, swankiest, best attended and best stocked with wine talent of any wine trade event I've attended in two decades of attending wine trade events.
So, I'm impressed. Very Impressed. With that out of the way, let me say a few things about the things I'll be saying and talking about at the seminar I'll be moderating on Tuesday:
“What Emily Post Can Teach You About Social Media, Millennial App-titude and Geo-Marketing”
As you might have guessed, I'm moderating the obligatory "Social Media" panel that we now see at every wine industry gathering. Notice too that we got "Millennial" into the title. Another important buzz word. But what is really interesting about this panel is not just the fine set of panelists nor the buzz-wordiest of titles. What is really cool is that what we will be addressing primarily is how to communicate to a specific demographic in an authentic manner and to best effect. We aren't aiming at explaining Twitter and Facebook and Foursquare and thereby suggest that simply by using these social media tools one is "communicating authentically" with Millennials. Rather, we will examine how Millennials react to the tone and substance of what product and service marketers have to say to them through these tools.
The premise is pretty interesting when you think about it:
The Millennial generation responds best to marketing communications that create interpersonal rapport via messages and voice that are more authentic.
What exactly does "authentic" and "authenticity" mean and how is this kind of communication better achieve by virtue of using social media tools? The first thing that I wonder is can a disembodied voice be "authentic"? That is to say, will a message or communication that comes from an "entity" or "company" and not from an identifiable individual, be viewed as "authentic"? Put another way, why do Millennials respond more positively to "I want you to try this wine" than to simply "Try this wine"?
The complexity of this question probably needs to be addressed by using insights from the fields of psychology, sociology, political science, history, physiology and neuroscience.
The panel I'm moderating at Vino 2011 has a wide variety of skills and talents. But most importantly, they all work in the field of marketing in one way or another. In addition, they all are involved in engagement of the consumer. And they all have worked to focus on the engagement of the Millennial generation. My panelists include:
Amy Cao: Head of Social Media at Foodspotting.com
Gregory Del Piaz: Editor-in-Chief at Snooth.com.
The Seminar will be live streamed on Tuesday, January 25th at 2pm eastern directly from the Waldorf-Astoria Hotel in New York. The link to the live stream will be found here:
Other social access points to the Vino2011 event are: