SOCIAL MEDIA WORD

97 million Turnover for the all company. FRESCOBALDI

Youtube

• 3 videos only, last one was post 1 year ago.
• Only 12 000 views

Website

• Part of bigger brand’s site
• Not individual
• Use company’s reputation without building individual brand

FB + Insta

• No official page, but UGC - reviews, tags etc..
• advertised under umbrella company

TripAdvisor

• Not develop enough
• only 43 review

Main Problem

• The brand has no individual marketing identity.
• No way for consumer to communicate directly with brand
• Big consumer base in Usa + Canada but no english social media (+26%for group in USA + Canada)
• No information available about wines/brand on FB (tricky/ hidden on website)
• No contact information
• Does not sho brands personality

Benefits

• Beautiful property
• Tourist region 30 miles from Firenze
• umbrella company- big reach/budget
• Affordable wine 11 to 30 euro
• Sold everywhere - 70% is exported  => 20% cANADA 20% usa 20% Asia
• Partnership with MonDAVI

social media strategy

Objectives :

1.Create sites + social media for each major market

1. USA + CANADA + HK + UK  ( restaurant in London ) - english language
2. ASIA -Chinese language
3. Italia -  italian language

2. Create a separate image for  the brand

1. to create a story not a corporation
2. to make specific information easy to find
3. to communicate with target consumers

=> seperate website

Rules for all social media : Publish at the best time 8 am, 12 pm, 7 pm

FB STRATEGY : Promoting the family history of the brand

1 post per day

Ideas: vineyard pics

Flash winemaker videos =. 30 sec

terroir

tasting note

wine pairing

behind the scenes

= Link to youtube

Promotion of the insta contest  => share the best insta picture

Promotions/incentives for FB check in

1000th FB like => winner

Insta strategy : Global brand awareness

3 times per week

events: 2 times per event

pictures of visitors who come => Photo Booth

=> They will share/ be brand ambassadors

Wines rounded the world => distributors + retailers

Picture contest => free visits + free wine

Email strategy : create contact with direct consumers

Newsletter => short « espresso News » => 1 every 2 two weeks.

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