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INN530 assignment 2

INN530 assignment 2

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    Inn530   developing social media strategy for gemtree Inn530 developing social media strategy for gemtree Presentation Transcript

    • Developing Social Media strategyfor Gemtree VineyardsAlex CHEUNG N6748627Cheung ZHAO N4758145
    • Agenda Company background Current situation Issue Objective Definition of key terms Risk and opportunity Literature review Case study Recommendation conclusion
    • Company Background Established in 1980 in Adelaide McLaren Vale Bought their first vineyard on Tatachilla Road, in the heartof McLaren Vale After a few years, the family bought another vineyardcan named it Gemtree Today Gemtree owns 330 acres of prime vineyards
    • Current Situation
    • Issues No knowledge in managing social media channels Everything is being broadcasted in an “Ad-Hoc” basis Contents are not align with company’s direction.
    • 72% of businesses do not haveclear defined social media strategy
    • Objectives Present a well-structured social media strategy toGemtree Increase social media interaction and engagement Increase effectiveness of social media efforts
    • Definition of Social Media Interacting Engaging Sharing Personal
    • Impact on social media Word-of-mouth marketing strategy Influencing public behavior
    • Social media strategy development consistent customer experiences Reliable content creation Data governance Regulatory compliance
    • Opportunities Brand recognition Free Targeted Customer service improvements influence
    • Risks Managing Reputation Security Issues Misuse of social media
    • Literature review Journal article:Benefits and Risks of Social Media Use in the Workplace Developing social-networking policy Limits personal usage Be selective Be complete and professional Avoid being too personal
    • Literature review Journal article:Social media, risk and policies for associations Social media policy Focusing on what should employees do
    • Literature review Journal article:The benefits of social media marketing Recognizing the target social media platform
    • Women aged25 - 34
    • Literature review Journal article:Social media best practices from an early adopter Recognizing the target What content should be put on the social media? Content that people are interested and willing to discuss use social media to listen to the customers
    • Case study – Coconut bliss
    • Case study – Coconut bliss Increase the visibility Work on various social media platform Interact with customers Photo and video sharing through social network
    • Recommendation 1. Develop a social media strategy consistent with theorganizational goals and objectives 2. Identifying the major risk and its solutions 3. identifying the social media platform that majority ofcustomers are using 4. Setting social media policy 5. Conducting evaluation plan
    • Conclusion
    • References Aqilsons. (2013). Pepsi diet [Image]. Retrieved 13 June, 2013, fromhttp://aqilsons.com/index.php?mod=about_us&id=9991 Benefits and risks of social media use in the workplace. (2011). CPA PracticeManagement Forum, 7(1), 15-16. Retrieved fromhttp://search.proquest.com/docview/850514077?accountid=13380 Bensen, C. (2013). Social Media Wins: How Coconut Bliss Boosts Fan Engagement.Retrieved 5 June, 2013, from http://en.community.dell.com/dell-groups/sbc/b/weblog/archive/2012/09/23/social-media-wins-how-coconut-bliss-boosts-fan-engagement.aspx Department of Human Services. (2013). Social Media Policy for departmental staff.Retrieved 7 June,2013, from http://www.humanservices.gov.au/corporate/site-information/social-media-policy Direct correlation established between social media engagement and strong financialperformance. (2009). PR News, 65(29), n/a. Retrieved fromhttp://search.proquest.com/docview/204222003?accountid=13380
    • References Ernst & young. (2012). Social media strategy, policy and governance. Retrieved 5June, 2013, fromhttp://www.ey.com/Publication/vwLUAssets/Social_media_strategy_policy_and_governance/$File/Social_media_strategy_policy_governance.pdf English Club. (2011). Discussion [Image]. Retrieved 12 June,2013, fromhttp://my.englishclub.com/forum/topics/for-you-personally-what-are?page=1&commentId=2524315%3AComment%3A1278310&x=1#2524315Comment1278310 Facebook. (2013). Facebook logo [Image]. Retrieved 10 June, 2013, fromhttp://www.facebook.com/ Gemtree Vineyard. (2012). Gemtree logo [Image]. Retrieved 10 June, 2013, fromhttp://www.gemtreevineyards.com.au Gemtree Vineyards. (2012). Gemtree Vineyard. Retrieved 2 June, 2013, fromhttp://www.gemtreevineyards.com.au
    • References Google. (2013). Google logo [Image]. Retrieved 10 June, 2013, fromhttp://www.google.com/ Holstein, S. S., M.B.A. (2012). Social media best practices from an early adopter.LIMRAs MarketFacts Quarterly, (4), 42-45. Retrieved fromhttp://search.proquest.com/docview/1269721789?accountid=13380 Mulready, R. (2013). 3 Big Brand Social Media Strategies for Small Business Budgets.Retrieved 5 June, 2013, from http://www.amyporterfield.com/2013/05/small-business-social-media-strategies/ Nelson, S. D., Esq, & Simek, J. W. (2011). Mitigating legal risks of using social media.Information Management Journal, 45(5), HT8-HT12. Retrieved fromhttp://search.proquest.com/docview/914991070?accountid=13380 Pinterest. (2013). Pinterest logo [Image]. Retrieved 12 June, 2013, from http://www.Pinterest.com
    • References Schiff, J. (2013). 6 Tips to Build Your Social Media Strategy. Retrieved 5 June, 2013, fromhttp://www.cio.com/article/732975/6_Tips_to_Build_Your_Social_Media_Strategy Staff, E. (2011). The benefits of social media marketing. Origination News, 20(11), 32.Retrieved from http://search.proquest.com/docview/880293663?accountid=13380 Elmore, K. (2010). What is social media? Kentucky Banker Magazine, , 12-13. Retrievedfrom http://search.proquest.com/docview/226110184?accountid=13380 Solis, B. (2011). 14 Best Practices for Long-Term Social Media Success. Retrieved 8 June,2013, from http://mashable.com/2011/04/28/14-best-practices-for-long-term-social-media-success/ Squazzo, J. D. (2010). Best practices for applying social media in healthcare. HealthcareExecutive, 25(3), 34-6, 38-9. Retrieved fromhttp://search.proquest.com/docview/311050687?accountid=13380 Youtube. (2013). Youtube logo [Image]. Retrieved 10 June, 2013, fromhttp://mashable.com/2010/02/14/youtube-birthday/
    • Thank you