Netnography

orange  label?  I  have  to  say  that  a  lot  of  people  have  found  that  the  wine  itself  has  changed  is   taste   a   lot…   we   used   to   buy   it   in   a   large   quantity…   not   anymore”.   Again   people   disagree   to   such   an   extent   to   breake   up   the   relationship.   Bellavista   in   this   occasion,   has   responded   the   consumer   that   the   orange   label   is   just   for   one   product   of   the   product   line,   Alma   Cuvée;   the   reason   why   she   was   seeing   just   this   colour   was   that   the   picture   shows   an   event,   which   Bellavista  was  sponsoring,  and  the  product  furnished  by  the  winery  was  just  the  Alma  Cuvée.  

Regarding  the  taste  they  have  answered  that  it  is  normal  to  perceive  a  small  variation  because   they  employ  handmade  process  and  the  disgorging  process  takes  place  in  10  different  times  in   a  year  and  it’s  obvious  to  feel  small  variation  in  the  taste;  this  was  happening  also  before  the   change   of   the   packaging   so   it   could   not   be   related   to   this   marketing   action.   This   example   shows  that  this  has  brought  confusion  in  some  customers  that  not  recognize  the  brand  after   its  re-­‐styling.  

A  further  look  on  the  Facebook  page  allows  to  find  examples  of  positive  comments  on  the  new   packaging.   For   example,   when   Bellavista   was   posting   the   making   of   videos   of   the   different   bottle  sometimes  people  commented:  “Classy”;  “Fantastic”;  “Spectacular  and  really  beautiful!”  

“Spectacular,   Good   job”;   or   there   is   people   posting   on   their   wall   with   the   tag   of   Bellavista   Winery:  “New  packaging,  same  product…  it  is  a  warranty!”  here  warranty  it  is  written  with   the   denotation   of   a   being   secure   to   buy   a   product   that   will   for   sure   meet   your,   positive,   expectations  on  the  brand.  In  general,  this  part  of  the  consumer  is  following  and  evaluating   the  work  of  Bellavista  as  something  positive  that  meets  what  they  think  about  brand.  People   in  general  are  also  telling  that  they  love  the  new  packaging  by  liking  the  posts  of  their  social   media   page   and   for   example   posting   the   bottles   on   their   wall   or   on   the   company’s   social   media  page  wall.  

In   June   2013,   Facebook   decided   to   release   the   use   of   Hashtags   (#),   imitating   the   feature   proposed  by  Twitter  and  Instagram.  This  was  made  to  allow  its  users  to  talk  about  a  specific   problem,   or   about   a   brand,   having   then   the   possibility   to   have   answers   from   other   users   interested  in  the  topic  or  in  this  case  other  consumers  of  the  brand.  It  is  possible  to  search   with  all  the  posts  of  a  specific  Hashtag,  users  can  then  check  all  conversations  about  the  object   of  the  hashtag.  I  have  decided  to  use  this  tool  and  to  utilize  #Bellavista  and  #Newaironwine   (this   was   proposed   and   advertised   by   the   company).   The   first   one   has   brought   many   posts   and  pictures  that  have  nothing  in  common  with  the  winery.  In  fact,  #bellavista  can  be  also  a   sum  of  two  words  in  Italian  and  Spanish;  Bella  Vista  means  Nice  View,  it  is  used  by  users  to   underline  the  beauty  of  a  landscape  or  figuratively  to  point  out  how  beautiful  a  person,  or  a   group  of  persons,  is.    

Regarding   the   second   hashtag,   unfortunately   the   results   showed   that   there   were   no   recent   posts  available.  

5.1.2  TWITTER  

Another   investigation   has   been   made   on   Twitter.   First   thing   to   mention   is   that   Bellavista’s   followers  on  twitter  are  much  less  than  the  ones  on  Facebook.  Almost  five  hundred  on  Twitter   instead  of  nearly  six  thousand  on  Facebook.  

I  have  checked  the  tweets  and  looked  for  interactions  but  it  was  found  that  no  user  has  ever   responded  to  their  tweets,  they  have  just  re-­‐tweeted  or  added  the  tweet  in  their  “Favourite”  

list.  A  way  to  search  on  twitter  is  to  see  how  many  times  the  profile  was  mentioned;  the  result   is  that  the  traffic  of  tweets  is  concentrated  on  the  days  of  the  presentation  of  the  campaign   New  air  on  wine,  and  then  they  became  sporadic.  The  same  results  were  obtained  with  the   use  of  search  through  Hash  tags;  the  chosen  ones  were  again  #Bellavista  and  #Newaironwine.  

Regarding  the  first  one  I  obtained  the  same  results  as  in  Facebook,  it  was  almost  impossible  to   find  quotes  about  the  brand  in  examination.  The  Hashtag  #Newaironwine  has  brought  similar   results  of  the  mentions;  the  tweets  were  concentrated  in  the  month  after  the  presentation  of   the  campaign  and  they  were  made  especially  by  the  company  and  some  bloggers  that  wrote   some  article  talking  about  that.  Just  an  example  of  a  girl  talking  positively  about  the  new  light   blue   packaging   of   the   Pas   Operè;   she   has   tweeted   a   picture   with   the   new   packaging   saying   that  it  was  a  splendid  night.  

5.1.3  INSTAGRAM  

The   analysis   conducted   on   Instagram   employed   a   service   offered   by   a   free   app   named   iconosquare.com.    

It  is  a  very  useful  application  to  have  statistics  about  your  instagram  profile  and  it  allows  you   to  search  all  the  profile  and  the  hashtags  related  to  a  determinate  user  profile  as  well.  I  have   again  used  in  the  research  the  hashtags  Newaironwine  andBellavista;  this  time  I  have  added   to  the  research  Bellavistawinery  and  Bellavistavino,  which  is  the  name  of  the  Instagram  page   of  the  case  study.    

I  have  obtained  completely  different  results  for  every  hashtag:  

#Newaironwine:   there   were   131   pictures   available   with   this   hashtag   and   5   more   with  

#Newaironwinebellavista.  Regarding  the  first  one,  almost  the  totality  of  the  images  has  been   shared  by  Bellavista’s  official  account  (Bellavistavino)  and  most  of  them  were  about  the  event   of  the  new  packaging  launch.  Other  were  pictures  posted  by  some  bloggers  who  were  invited   by  Bellavista  to  express  what  they  thought  about  the  theme  of  every  wine;  lastly  some  wine   shops   have   posted   that   Bellavista   has   changed   packaging   and   it   was   then   available   at   their   shop.  Just  one  “private”  user  has  showed  the  change  of  the  packaging,  confronting  the  Alma  

Cuvee   and   Cuvee   Brut,   and   then   expressing   a   positive   evaluation   of   the   new   one.  

#Bellavistawinery  has  showed  66  pictures,  half  from  the  company  and  the  others  from  some   wine  shops  particularly  affectionate  to  the  brand.  The  same  results  with  lower  numbers  were   obtained  with  the  #Bellavistavino.  

#Bellavista:  As  it  happened  with  twitter  and  facebook,  the  situation  is  complicated  due  to  the   language  problems.  The  point  of  difference  is  that  on  instagram  there  were  more  than  eighty   thousand  pictures  with  this  hashtag  available;  I  have  then  looked  at  almost  four  thousand  of   them  and  found  at  least  two  hundred  pictures  referring  to  the  brand  in  account.  Many  users   posted  pictures  of  them  celebrating  anything,  from  a  birthday  to  just  a  night  out  with  friends.  

They  all  stressed  the  consumption  of  Bellavista  as  something  that  will  affect  your  image  and   will   help   you   to   be   “liked”   more   on   the   social   network.   The   target   user   seems   to   be   really   young,  most  of  them  have  an  age  evidently  ranging  from  20  to  30  years  old;  there  were  also  a   component   of   people,   presumably,   above   the   30’s   and   they   were   also   showing   the   same   behaviour.