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Inn530 developing social media strategy for gemtree


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INN530 assignment 2

INN530 assignment 2

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  • 1. Developing Social Media strategyfor Gemtree VineyardsAlex CHEUNG N6748627Cheung ZHAO N4758145
  • 2. Agenda Company background Current situation Issue Objective Definition of key terms Risk and opportunity Literature review Case study Recommendation conclusion
  • 3. 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
  • 4. Current Situation
  • 5. 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.
  • 6. 72% of businesses do not haveclear defined social media strategy
  • 7. Objectives Present a well-structured social media strategy toGemtree Increase social media interaction and engagement Increase effectiveness of social media efforts
  • 8. Definition of Social Media Interacting Engaging Sharing Personal
  • 9. Impact on social media Word-of-mouth marketing strategy Influencing public behavior
  • 10. Social media strategy development consistent customer experiences Reliable content creation Data governance Regulatory compliance
  • 11. Opportunities Brand recognition Free Targeted Customer service improvements influence
  • 12. Risks Managing Reputation Security Issues Misuse of social media
  • 13. 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
  • 14. Literature review Journal article:Social media, risk and policies for associations Social media policy Focusing on what should employees do
  • 15. Literature review Journal article:The benefits of social media marketing Recognizing the target social media platform
  • 16. Women aged25 - 34
  • 17. 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
  • 18. Case study – Coconut bliss
  • 19. Case study – Coconut bliss Increase the visibility Work on various social media platform Interact with customers Photo and video sharing through social network
  • 20. 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
  • 21. Conclusion
  • 22. References Aqilsons. (2013). Pepsi diet [Image]. Retrieved 13 June, 2013, from Benefits and risks of social media use in the workplace. (2011). CPA PracticeManagement Forum, 7(1), 15-16. Retrieved from Bensen, C. (2013). Social Media Wins: How Coconut Bliss Boosts Fan Engagement.Retrieved 5 June, 2013, from Department of Human Services. (2013). Social Media Policy for departmental staff.Retrieved 7 June,2013, from Direct correlation established between social media engagement and strong financialperformance. (2009). PR News, 65(29), n/a. Retrieved from
  • 23. References Ernst & young. (2012). Social media strategy, policy and governance. Retrieved 5June, 2013, from$File/Social_media_strategy_policy_governance.pdf English Club. (2011). Discussion [Image]. Retrieved 12 June,2013, from Facebook. (2013). Facebook logo [Image]. Retrieved 10 June, 2013, from Gemtree Vineyard. (2012). Gemtree logo [Image]. Retrieved 10 June, 2013, from Gemtree Vineyards. (2012). Gemtree Vineyard. Retrieved 2 June, 2013, from
  • 24. References Google. (2013). Google logo [Image]. Retrieved 10 June, 2013, from Holstein, S. S., M.B.A. (2012). Social media best practices from an early adopter.LIMRAs MarketFacts Quarterly, (4), 42-45. Retrieved from Mulready, R. (2013). 3 Big Brand Social Media Strategies for Small Business Budgets.Retrieved 5 June, 2013, from Nelson, S. D., Esq, & Simek, J. W. (2011). Mitigating legal risks of using social media.Information Management Journal, 45(5), HT8-HT12. Retrieved from Pinterest. (2013). Pinterest logo [Image]. Retrieved 12 June, 2013, from
  • 25. References Schiff, J. (2013). 6 Tips to Build Your Social Media Strategy. Retrieved 5 June, 2013, from Staff, E. (2011). The benefits of social media marketing. Origination News, 20(11), 32.Retrieved from Elmore, K. (2010). What is social media? Kentucky Banker Magazine, , 12-13. Retrievedfrom Solis, B. (2011). 14 Best Practices for Long-Term Social Media Success. Retrieved 8 June,2013, from Squazzo, J. D. (2010). Best practices for applying social media in healthcare. HealthcareExecutive, 25(3), 34-6, 38-9. Retrieved from Youtube. (2013). Youtube logo [Image]. Retrieved 10 June, 2013, from
  • 26. Thank you