Social marketing for wineries:

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From Traditional Sales Strategy to Social Presence: how to Turn your Online Reputation into Social Currency.

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Social marketing for wineries:

  1. 1. From traditional marketing to social presence: Turning your online reputation into "social currency" Marilena Barbera, Cantine BarberaMarilena Barbera, Cantine BarberaMarilena Barbera, Cantine BarberaMarilena Barbera, Cantine Barbera ---- MenfiMenfiMenfiMenfi
  2. 2. 4 steps to implement your social strategy (thanks Rick Bakas!) PLANTING FARMING HARVEST SALES EXISTENCE IDENTITY RELATIONS
  3. 3. EXISTENCE Personal andPersonal andPersonal andPersonal and InstitutionalInstitutionalInstitutionalInstitutional SocialSocialSocialSocial presencepresencepresencepresence TalksTalksTalksTalks contentcontentcontentcontent sharingsharingsharingsharing • firstfirstfirstfirst personpersonpersonperson presencepresencepresencepresence • identityidentityidentityidentity withwithwithwith the companythe companythe companythe company • willingnesswillingnesswillingnesswillingness totototo communicatecommunicatecommunicatecommunicate andandandand engageengageengageengage social relationssocial relationssocial relationssocial relations • thoroughthoroughthoroughthorough identificationidentificationidentificationidentification ofofofof youryouryouryour goalsgoalsgoalsgoals • focusedfocusedfocusedfocused interactions oninteractions oninteractions oninteractions on sharedsharedsharedshared topicstopicstopicstopics • timetimetimetime • limitedlimitedlimitedlimited resourcesresourcesresourcesresources • overoveroverover----exposureexposureexposureexposure • losslosslossloss ofofofof credibilitycredibilitycredibilitycredibility placementplacementplacementplacement tooltooltooltool
  4. 4. IDENTITY INFORMATION BRAND AWARENESS • thethethethe winerywinerywinerywinery andandandand itsitsitsits terroirterroirterroirterroir • thethethethe wineswineswineswines andandandand theirtheirtheirtheir characteristicscharacteristicscharacteristicscharacteristics • the productionthe productionthe productionthe production choiceschoiceschoiceschoices ENGAGEMENT BRAND SUPPORT • life in thelife in thelife in thelife in the vineyardsvineyardsvineyardsvineyards and at theand at theand at theand at the winerywinerywinerywinery • travelstravelstravelstravels • meetupsmeetupsmeetupsmeetups RELATIONSTALK • interactinteractinteractinteract withwithwithwith youryouryouryour onlineonlineonlineonline ““““friendsfriendsfriendsfriends”””” onononon topicstopicstopicstopics theytheytheythey areareareare interestedinterestedinterestedinterested inininin • shareshareshareshare theirtheirtheirtheir contentscontentscontentscontents LISTEN • solvesolvesolvesolve problemsproblemsproblemsproblems • understandunderstandunderstandunderstand needsneedsneedsneeds ANSWER • alwaysalwaysalwaysalways andandandand anywayanywayanywayanyway,,,, explainexplainexplainexplain youeyoueyoueyoue choiceschoiceschoiceschoices andandandand pointpointpointpoint ofofofof viewviewviewview
  5. 5. SALES TRADITIONAL CHANNEL • ++++ directdirectdirectdirect communicationcommunicationcommunicationcommunication • + strong relations+ strong relations+ strong relations+ strong relations • 2012: 4% • 2013: 8% • 2012: 6% • 2013: 13% • 2012: 0% • 2013: 5% PERFORMANCE ONLINE CHANNEL onononon ItalianItalianItalianItalian salessalessalessales +16%
  6. 6. COMMUNITY • Goal:Goal:Goal:Goal: totototo createcreatecreatecreate membershipmembershipmembershipmembership • ToolToolToolTool:::: Wine Club,Wine Club,Wine Club,Wine Club, MeetupsMeetupsMeetupsMeetups RELATIONS • Goal:Goal:Goal:Goal: totototo structurestructurestructurestructure,,,, organizeorganizeorganizeorganize andandandand strenghtenstrenghtenstrenghtenstrenghten relationsrelationsrelationsrelations • ToolToolToolTool:::: NewsletterNewsletterNewsletterNewsletter VALUE • Goal:Goal:Goal:Goal: totototo promotepromotepromotepromote membershipmembershipmembershipmembership • ToolToolToolTool:::: SpecialSpecialSpecialSpecial offersoffersoffersoffers and onlineand onlineand onlineand online campaignscampaignscampaignscampaigns

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