Bonfire Social Media Analysis - Vineyards

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Social media is evolving into a necessary component for achieving marketing objections. Customers expect the opportunity to dialogue with brands via social media networks. This new area of engagement offers a real-time look at online behavior and provides rich learning opportunities. It is our hope that this social media campaign analysis will ‘spark’ a good idea or two and help you achieve your marketing objectives.

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Bonfire Social Media Analysis - Vineyards

  1. 1. Social Media Campaign Analysis – ‘The Good, The Bad & The Ugly’<br />Social media is evolving into a necessary component for achieving marketing objections. Customers expect the opportunity to dialogue with brands via social media networks. This new area of engagement offers a real-time look at online behavior and provides rich learning opportunities. It is our hope that this social media campaign analysis will ‘spark’ a good idea or two and help you achieve your marketing objectives. <br />Industry: Wine Making and Vineyards<br />Network: Facebook <br />Target: B2C<br />Bonfire studied Facebook pages from three prominent vineyards; Yellow Tail, Robert Mondavi and Stags Leap. Each one was given a ranking based upon community engagement and brand interactions. Here’s how they compared:<br />Yellow Tail – Excellent<br /> Robert Mondavi – Good<br /> Stag’s Leap – Poor<br />
  2. 2. Facebook Page Review: Yellow Tail<br />Yellow Tail – Excellent <br />“Likers”: 5,087<br />Primary Uses: <br />Education – Events and Releases<br />Community involvement<br />Database gather<br />Customization: 3 tabs<br />Moderation: Extensive<br />Community Page: Yes<br />http://www.facebook.com/discoveryellowtailhttp://www.facebook.com/pages/Yellow-tail-wine/110604048962618?ref=search<br />Company Disclosure<br />
  3. 3. Facebook Page Review: Yellow Tail<br />Conversation and Community Sourcing<br />
  4. 4. Facebook Page Review: Yellow Tail<br />Custom Tabs<br />Promotions<br />Multi Media<br />Data Capture<br />Interactivity<br />
  5. 5. Facebook Page Review: Yellow Tail<br />Promotions<br />Secondary Revenue<br />Education<br />
  6. 6. Facebook Page Review: Yellow Tail<br />Cross Promotion Landing page<br />
  7. 7. Facebook Page Review: Mondavi<br />Robert Mondavi – Good <br />“Likers”: 3,769<br />Primary Uses: <br />Announcements<br />Education<br />Customization: 2 tabs<br />Moderation: Little to None<br />Community Page: Yes<br />http://www.facebook.com/pages/Robert-Mondavi-Winery/107106222656600?ref=search<br />http://www.facebook.com/robertmondavi<br />No customization<br />Broken Tab<br />
  8. 8. Facebook Page Review<br />Custom Tab with no call to conversion<br />
  9. 9. Facebook Page Review: Mondavi<br />Conversation and Community Sourcing<br />
  10. 10. Facebook Page Review: Mondavi<br />Inappropriate Tab for the Brand<br />
  11. 11. Facebook Page Review: Stag’s Leap<br />Stag’s Leap – Poor<br />“Likers”: 687<br />Primary Uses: <br />N/A<br />Customization: None<br />Moderation: None<br />Community Page: Yes<br />http://www.facebook.com/pages/Stags-Leap-Wine-Cellars/112465402099792?ref=tshttp://www.facebook.com/pages/Stags-Leap/147067841540<br />No contribution from company<br />Likers are contributing<br />
  12. 12. What is your Facebook Page worth?<br /> Each Facebook member has an average of 130 “Friends”<br />“Likes” show up in 3 primary places: Your page, the user’s profile and each of the 130 user’s friend’s wall.<br />Likes also show on your business website if you have them installed.<br />1 ‘Like’ = an average of 134 impressions<br />X 134 = 4,805,910 impressions<br />
  13. 13. Facebook Stats<br />500 Million Active Members<br />Half of all active members log in every day<br />5 billion pieces of content shared every day<br />Facebook sends more traffic to news sites than Google News (Hitwise, March 2010)<br />41% think Facebook is a good way to get information about companies and products<br />Almost 65 Million Facebook users “Like” things daily<br />People that make 100k+ per year spend an average of 9 hours per week on Facebook<br />Each Facebook “Liker” is estimated to have a $137 annual value.(email address = $42 annual value)<br />
  14. 14. Bonfire Social Media Can Help<br />Social Media Strategy<br />Social Media Development<br />Social Media Management<br />Social Media Measurement<br />Social Media Consulting & Training<br />Search Engine Optimization<br />Paid Search CPC<br />Social Search CPC<br />Ryan Lewis | Bonfire Social Media | 503.332.5604 | rlewis@bonfiresmm.com<br />

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