When, where and why did you begin blogging?

I was seduced by the impact of social computing in branding and marketing on summer 2005, just when I was defending my doctoral thesis about digital branding, at the same moment that I was talking something big was making the second big revolution of internet: Social computing, web 2.0, was changing all our principles about interactive branding and marketing… My thesis today will be something quite different.

I am not a blogger.

I am a researcher of this revolution. My work from Capgemini Group as a creative director and responsible of virtual worlds in Barcelona is to help brands like RAIMAT to be leaders, to be a reference in their sector thanks to the amazing platforms of internet.

In September 2008 I am going to be an active blogger next to German Ramirez, global wine marketing director at Codorniu Group, and his team. Our blog is going to be key positioning our brand, RAIMAT.

In a few short sentences, summarize your intention with your wine blog

LISTEN, LEARN, PUT THE BRAND in its place: In the hand of users that respect and appreciate our brand and the great work of RAIMAT people, winemakers, winegrowers…

How would you describe your readers?

I will answer you at the end of autum 08.

Is blogging a professional endeavor for you or more of a personal outlet?

I love my work. So it is difficult to separate professional from personal. I am online most of my daytime.

What tools or resources have you found to be successful in marketing your blog?

The essence of your success in marketing it is in the same brand and in your product, the content. If people love your brand, your product, they will do their best to find you and to spread your brand. If you make it easier for them to find you via google positioning or online referrers or other online tactics, you can increase your brand exposure, of course. But first: Build a powerful brand.

How would you describe wine blogging to be different than print media?

The different it is in interactions, transactions with people, with your customers. This is pure gold in the hands of a marketing leader. Most of the well-know print media are moving their talent, their resources into their online platforms. It is obvious that the difference is in ROI, return of investment.

Do you believe wine blogs have made any marked impact on the wine industry or wine culture?
Have social computing made any impact into traditional branding and marketing?

If you know the answer to this question, you have your answer.

Where do you see wine blogging in 10 years?

In our talks with German Ramirez, for me my executive creative supervisor at RAIMAT and sponsor, we assume that in less than five years wine blogging will be mashing up with other online platforms, including web 3D (virtual worlds like second life), google earth… And wireless: Anytime, anywhere you will experience the evolution of the harvest or whatever you fancy from the wine world.

What do you hope to gain from this conference?

A little more of happiness and FRIENDS. Blogs, social computing, is about friends and making them happier and savvy.