Baldacci Family Vineyards 2013 Social Marketing Plan
Facebook StrategyStriving towards Social Marketing Awesomeness
Wine Fact Monday Provide wine facts including: Ancient wine history Wine facts today New studies Create visuals for these facts and tag our logo in the corner (right) Exemplify Baldacci as thought leaders in the wine industry Become the “go-to” page for wine facts Encourage a following – we want people to come back to our page to see what else we have to offer Encourage shares resulting in an increase in likes and overall engagement
Wine Tip Tuesday Provide wine tips every Tuesday: • Tasting tricks • About wine • Napa or region facts Establish Baldacci as thought leaders in the wine industry Facebook page becomes the “go-to” source for wine intelligence
Wine Meme Wednesday• Build a massive following with the hope of potential new customers• Spreading brand awareness by creating “contagious” memes with Baldacci’s brand attached to each photo• Displaying the lighter side of wine and of Baldacci’s overall nature• Casually place Baldacci wine bottles in the images• Build awareness about the fun in wine!
Thirsty Thursday We’ll need collaboration from the tasting room to Kevin over in the Social HQ located in SF Sending pictures through Facebook and Instagram about what we are pouring that day • I understand that doesn’t change too often so let’s just say we can take a picture of the tasting room of the bottles or full glasses Encourage people to come to the tasting room or at least have our customers constantly thinking about our product
Wine Quote Friday• Post a wine quote or toast using Baldacci-branded format• Encourage shares to build new followers and grow network• Build awareness about the fun in wine!
Weekend Winery Photos!• Coordinate Mere or Michael to post on Saturday or Sunday urging people in the area to come to the Tasting Room• Build likes, shares and comments• Make our followers want to make the trip out to Baldacci ;-)
Instagram StrategyNew Social Frontier for Baldacci Family Vineyards
“Engagement from Instagram users is as much as 10 times greater than other platforms.” Dan Atkinson, CEO SumAll.com Build an Instragram social media network Assert Baldacci’s brand as a beautiful destination and the ideal, premium wine Followers can follow what is going on around the winery Build customer loyalty Make announcements of wine releases or events we are attending Make our followers want to make the trip out to Baldacci ;-)
Umami Burger – Instagram Stars Umami Burger encourages all of their customers to take an Instagram picture of the burgers they are eating Their Instagram promotions are all around the menu I myself (Kevin) learned about Umami Burger from a friend taking an Instagram picture of her burger. I made the trip the next weekend and now love the place. I also made an Instagram picture.
Where were we in 2012? We lacked an Instagram profile No Facebook structure or plan Little Twitter interaction We did break 1k followers! A couple of promotions (Summer Road Trip)
Social Marketing Goals for 2013 Double Facebook followers to 6k Post 2-3 times a day Maintain Facebook schedule throughout 2013 Post on holidays and events Constantly promote an Baldacci events or promotions Create 4-6 contests or promotions Reach over 200 Instagram followers Continue to update Instagram pictures Use hashtags in each description to attract new, organic followers Double Twitter followers to 2k
Post More Often We need to be posting more often Best practices are 2-4 times a day throughout the day Our most successful day was December 5th when we posted 5 times in one day and received 45 new likes
Continue Posting Instagram Pictures of the Winery on Facebook Although we don’t want to fall into the habit of only talking about ourselves, Instagram photos on Facebook of the winery are extremely viral and generate a lot of likes (average 30-70 likes) Hold a goal of posting 5-7 photos of the property a week “Photos on Facebookgenerate 53% more likes than the average written post.”
Develop Content Marketing Strategy Using Videos Investigate small-budget videos Ideas include: Videos of the production at Baldacci Interactive wine tastings Fun music videos – very viral! “2012 was the year of massive video and mobile growth. 2013 will be the year brands build onthese two trends and take advantage of the vast amount of video content they have created, seamlessly across devices,” -Anupam Gupta, CEO of Mixpo.