Will vertical social media monitoring catch on?(1)
Cruvee is unlike any other social monitoring tool on the market. In contrast to competitors, such as Radian6 and Crimson Hexagon, Cruvee focuses solely on one vertical, the wine industry. The free social monitoring tool helps wine brands track and engage in conversations across the Web about their brands.
Acquired by VinTank earlier this year, Cruvee is used by 1,800 wineries—out of about 6,500 total wineries—in the United States and measures 1.5 million conversations about wine per day.
So, what makes Cruvee so special? Paul Mabray, VinTank's chief strategy officer, says that Cruvee's strength is in its ability to understand wine-specific language and taxonomy, as well as the fact that it monitors wine-specific social platforms.
The language of wine is already complicated enough, but when you throw in the 140-character confines of Twitter, for example, it gets even more difficult to interpret. Mabray explained, "If I say 'cab sauv' on Twitter, because I only have 140 characters, what I'm really saying is 'cabernet sauvignon.' Or if I say, 'blackberry in a six word spread of Twisted Oak," there's a high propensity that's going to be a tasting note about Twisted Oak winery, and not about Twisted Oak golf course, for example." Because Cruvee's algorithm was built around wine conversations, it is able to parse such granular details.
Furthermore, Cruvee is able to monitor 77 wine-specific platforms, both mobile and Web-based, that may be seen as too niche to track by other social monitoring tools. For example, it pulls in conversations from the Drync iPhone app and CellarTracker cellar management software.
A look at Cruvee
Because Cruvee focuses solely on the wine industry, it includes a number of features that you won't see in other social media monitoring tools. Take a below for screenshots of the tool in action.
Winery overview page
Wine brands input winery information into Cruvee. That data is then syndicated to more than 76 partners with an aggregate audience of more than 2.2 million potential customers through Cruvee's API. Some partners include Drync, VinoVisit and Winelog.net. The data is also also syndicated to a wine brand's Facebook Page.
Wine list page
Wine brands can also input information about each of their wines.
