ACT 4H SOCIAL MEDIA MARKETING IDEAS COMPETITOR ANALYSIS
Competition: http://www.wijnplaza.be/ http://www.lavinos.nl/ http://www.wijnwinkel.nl/
Do's
Dont's
Integration social media on website
Not very active , posts dated from July
You can directly like their Facebook page
The reviews are a bit hidden
Good reviews
Facebook profile picture is different from the actual logo of the company
Specials offers mentioned Social badges not mentioned on social media on homepage Up-to-date opening hours mentioned
Unprofessional design of the social media page
Mention extra information about your products
No use of original social media (like Pinterest or Instagram)
Period bounding offerings mentioned (for example Christmas gifts)
Poor information of the webshop on social media
EXPLAIN WHICH SOCIAL MEDIA PLATFORMS YOU WILL RECOMMEND FOR USE BY THIS BUSINESS. HOW DO YOU INTENT TO USE THEM? WHAT ARE THE MARKETING BENEFITS WHY YOU DO THIS?
In our opinion, the use of social media is very important, especially in a business to consumer environment. We would definitely use Facebook because it’s a very popular social media platform and there are a lot of possibilities. We would publish certain actions such as discounts so the people who like our page are encouraged to buy. Another advantage is that Facebook enables people to write reviews. Of course this can be a disadvantage if they write a bad review, however there is the possibility to react on that review. And in that way we can solve the problem that is announced. Moreover a study has shown that if you help people with their problem, they are more satisfied. Other marketing benefits are that by using social media, you are boosting your SEO. Being active on Facebook is also expected by our customers. And the most important thing is of course, that it is a free tool to set up publicity or certain marketing campaigns. Of course on Facebook we will also post photos of bottles wine who are available on the webshop. Because we think that the people who really like wine, will be desired by seeing a picture of a meal with a glass of wine. Another great opportunity of Facebook is that we can show some videos about some practical information, for example how to poor wine or how our wines are produced, … . So the combination of pictures and videos on a free social platform is according to us the perfect tool to promote are products and especially getting known to the public. Another social media platform that we can use, and that is a bit more original, is Instagram. On Instagram we can publish photos of different recipes with a bottle of wine that can be ordered in our web store. By showing pictures we can seduce our customer, and give them more information about our products. Like pictures of our suppliers and how the wine is made. There are also a lot of possible marketing campaigns that can be active on Instagram. Another advantage is that Instagram also can be connected to Facebook. However the most important reason why we chose Instagram is because our competition isn’t really active on it. Only one competition has an Instagram page. And this free tool is the perfect way to create brand awareness, in order that people hear The Vineyard and immediately think of wine and webshop. And that is possible with Instagram because of the use of hashtags. People doesn’t have to follow you on Instagram, if you just use hashtags (for example #wine), and the customer looks on Instagram on the topic ‘wine’ they will see our picture and our name and of course the link to our webshop.
Because social media is a free tool, we also made a Twitter page and Google + page for our webshop. Brand awareness is according to us the most important thing in this market with a lot of competition. Therefore we would use these free tools, and also because it will improve our SEO. We know that we will have to be active on these social media platforms, but there are many social media channels that can be linked to each other.
DESCRIBE POTENTIAL DANGERS ON THE PROPOSED PLATFORMS DEAS (SEE H.6 SOCIAL MEDIA DANGERS) HOW YOU WILL RESPOND TO THOSE DANGERS?
Instagram and Facebook have according to us only 1 big potential danger. That is the risk of getting bad reviews. This is a risk that all social media platforms have. However the company’s main activity is still providing quality service. So if our service is good, the reviews will be. And if there would happen something and we would get a complaint. We will directly respond on that problem and try to solve it, and, depending of the complaint, we can give a compensation. Social media can also respond on potential problems. For example if the supplier cease, we can mention this on our social media platforms. So the consumer knows that it’s not the vineyard’s fault that a package is a bit later. (Of course with the combination of a personalized email) Another potential danger is that the maintenance of the social media platforms can cost a lot of time. But this will not be such a big risk because you can link Instagram to all the other social media platforms. So just once we will have to upload a picture, and it will be available on all our social media. And if you see that the use of these social media platforms help to make you webshop popular, spending each week some hours on it will be worth.