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SOCIAL MEDIA WORD

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Par   •  25 Janvier 2017  •  Cours  •  412 Mots (2 Pages)  •  649 Vues

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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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