From traditional marketing to social presence:

Turning your online reputation into "social currency"

Marilena Barbera, Cantine Barbera Marilena Barbera, Cantine Barbera Marilena Barbera, Cantine Barbera Marilena Barbera, Cantine Barbera ---- MenfiMenfiMenfiMenfi

4 steps to implement your social strategy(thanks Rick Bakas!)

PLANTING FARMING HARVEST

SALES

EXISTENCE IDENTITY RELATIONS

EXISTENCE

Personal and Personal and Personal and Personal and InstitutionalInstitutionalInstitutionalInstitutionalSocial Social Social Social presencepresencepresencepresence

TalksTalksTalksTalks

contentcontentcontentcontentsharingsharingsharingsharing

• first first first first personpersonpersonperson presencepresencepresencepresence• identityidentityidentityidentity withwithwithwith the companythe companythe companythe company• willingnesswillingnesswillingnesswillingness totototo communicatecommunicatecommunicatecommunicateand and and and engageengageengageengage social relations social relations social relations social relations

• thoroughthoroughthoroughthorough identificationidentificationidentificationidentificationofofofof youryouryouryour goalsgoalsgoalsgoals• focusedfocusedfocusedfocused interactions on interactions on interactions on interactions on sharedsharedsharedshared topicstopicstopicstopics

• timetimetimetime• limitedlimitedlimitedlimited resourcesresourcesresourcesresources

• overoveroverover----exposureexposureexposureexposure• loss loss loss loss ofofofof credibilitycredibilitycredibilitycredibility

placementplacementplacementplacement tooltooltooltool

IDENTITY

INFORMATION ���� BRAND AWARENESS

• the the the the winerywinerywinerywinery and and and and itsitsitsits terroirterroirterroirterroir• the the the the wineswineswineswines and and and and theirtheirtheirtheir characteristicscharacteristicscharacteristicscharacteristics• the production the production the production the production choiceschoiceschoiceschoices

ENGAGEMENT ���� BRAND SUPPORT

• life in the life in the life in the life in the vineyardsvineyardsvineyardsvineyards and at the and at the and at the and at the winerywinerywinerywinery• travelstravelstravelstravels• meetupsmeetupsmeetupsmeetups

RELATIONSTALK

• interactinteractinteractinteract withwithwithwith youryouryouryour online online online online ““““friendsfriendsfriendsfriends”””” on on on on topicstopicstopicstopics theytheytheythey are are are are interestedinterestedinterestedinterested inininin• share share share share theirtheirtheirtheir contentscontentscontentscontents

LISTEN

• solve solve solve solve problemsproblemsproblemsproblems• understandunderstandunderstandunderstand needsneedsneedsneeds

ANSWER

• alwaysalwaysalwaysalways and and and and anywayanywayanywayanyway, , , , explainexplainexplainexplain youeyoueyoueyouechoiceschoiceschoiceschoices and and and and pointpointpointpoint ofofofof viewviewviewview

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

on on on on ItalianItalianItalianItalian salessalessalessales

+16%

COMMUNITY

• Goal:Goal:Goal:Goal: totototo create create create create membershipmembershipmembershipmembership• ToolToolToolTool:::: Wine Club, Wine Club, Wine Club, Wine Club, MeetupsMeetupsMeetupsMeetups

RELATIONS

• Goal:Goal:Goal:Goal: totototo structurestructurestructurestructure, , , , organizeorganizeorganizeorganize and and and and strenghtenstrenghtenstrenghtenstrenghten relationsrelationsrelationsrelations• ToolToolToolTool:::: NewsletterNewsletterNewsletterNewsletter

VALUE

• Goal:Goal:Goal:Goal: totototo promotepromotepromotepromote membershipmembershipmembershipmembership• ToolToolToolTool:::: SpecialSpecialSpecialSpecial offersoffersoffersoffers and online and online and online and online campaignscampaignscampaignscampaigns