Now, think about this: the fastest-growing segment— “a full 40.2% of Facebook users are 35+” (Istrategylabs.com)— is not the millennial (though still largest #) and many in the upper age of this tier know Hearty Burgundy headaches. Or remember “What’s the word…”.

This 35+ growth in ’08 and 09 (http://www.istrategylabs.com/facebook-demographics-and-statistics-august-2009-55-grows-25-in-one-month/) seems to be largely attributed to high school/college reunions – people being reconnected. What do we talk about with high school friends we haven’t talked to for 10-20-30-40-50 years? Those Hearty Burgundy/Budweiser moments (and sex — maybe Gary V is right, Steve).

Meanwhile, Pearanalytics.com did a survey after wondering what people Tweet about: “Pointless Babble won with 40.55% of the total tweets captured; however, Conversational was a very close second at 37.55%, and Pass-Along Value was third (albeit a distant third) at 8.7% of the tweets captured.”

Gallo has very separate/static brand websites where it is almost impossible to determine that a winery is connected to Gallo, it only appears on the tough terms-of-use, privacy policy, and trademark links. It markets globally. Should Gallo jump into the “be real, tell all” social-networking arena when it employees a cadre of lawyers just to protect its brand worldwide? (Oh, were I a fly on a Modesto wall in those conversations!)

Meanwhile, Jackson first created separate companies (or subcompanies) to market as solely millennial brands. It hired bloggers (as noted in WE story on millennials in April). And now it is bringing them back under one roof. Is this a smart strategy, an “it didn’t work” strategy, or a cost-saving strategy? I’d be interested to know what it found to be the results of three+ years of separating millennials into their own niche. Sebastiani was heavy into social networking (and sold).

So, as much as I might like to see Gallo enter the fray, the bottom line for Gallo, if not for us, is would it sell more wine? Does anybody have new statistical references specific to brands/wine sales and social networking by category? Liz Thach at Sonoma has done work related to this, Wine Market Council does some, Nielsen on plays when you pay, but where are other big marketing studies/numbers? Does Gallo know something we don’t?

Good blog, good comments all.

As the lead for the recruiting firm that did the screening of candidates that applied for the Murphy Goode job, I can say that the campaign was an awesome testament to the power of social media as well as a grand experiment now that Hardy has begun in his role. I’m sure we’ll all see that not only is he — and the intention of this position — authentic, but Jackson Family Wines are poised to lead the pack on using social media in the wine industry.

Companies like Gallo are certainly in a position to take the lead with the right strategy and a bit of courage. I’d can’t wait to see who comes to the table next.

Here’s how the generations roughly break down for you:

Gen Y/Millenials/Echo Boomers Born 1979-94
13-28. 70M are 21-30 as of 2008.

Gen X 1960s-80s: Born 1963-78
29-44. 45M as of 2008.

Boomers 1940s-60s: Born 1947-62
45-60. 77M as of 2008.