Jessica Trippler Technology for Marketing Spring 2014
Introduction • Social media is constantly growing and the world is always adapting to it • Social media is where most get their news and updates • But as for my target market, social media isn’t their go-to spot – They would rather read a newspaper, magazine or book, watch TV, travel, or go to the opera than sit on social media sites
• Taking everything into consideration, I came up with the best suggestions possible for my target market on how to improve the social media sites of [ yellow tail ] wine and it’s competitors
Target Market Who are they? • Senior couples Ages 65+ Married No children Owns their own home Living in Affluent Suburban Spreads – HHI of $75,000+ – – – – –
What do they like to do? – Reading magazines – Watching TV • Golf channel • News channels
– Reading the newspaper • Daily Herald
– Listening to the radio • WGN AM
– Traveling outside the U.S. – Shopping – Attending a symphony concert, opera, etc. – Going to the casino – Gardening
Current Website Layout
• The navigation is really simple at the top of the page • The way some of them are labeled make the visitor curious as to what is linked to it • The color combination is nice and bright and makes you happy
Current Website Layout
• As you can see, the main photo in the center switches back and forth from their Sangria wine to their Moscato wine • By doing this, they show their visitor a new product (Sangria) and a popular product (Moscato)
Current Website Layout • Although the colors of the site are nice and flow together well, the yellow could get a little overwhelming if you’re on the site for quite some time – But that just goes along with the name, [ yellow tail ]
• If anything, I would change the colors up to make it look like this:
• Using all of these colors still represents [ yellow tail ] wine and it represents some of the different types of wines that they offer
• The font for the top navigation and the bottom navigation could be a littler larger for all of their visitors, because it’s on the smaller side right now and harder to read
New Design for Current Website
• Keep navigation how it is because it’s easy to get around the site • Added a Pinterest link (top right corner) because they have an account, just nothing on their current site for it
Interactive Elements • Custom bottle labels – Birthdays, anniversaries, engagement, just because, etc. • This way the customer gets to write what they want, choose the color, etc.
– Engraving
• Live chat – Some people who aren’t familiar with [ yellow tail ] wine might have a few questions • Quick and easy to get their answers
Search Engine Optimization • [ yellow tail ] doesn’t have the right words when it come to being searched for • List of words searched • • • • • • • • • • • • •
Wine: no results Moscato: 6th link White wine: no results Cabernet: no results Wine tasting: no results Pairing wine with food: no results Wine recipes: no results Wine club: no results Wine membership: no results Wine delivery: no results Sparkling wine: no results Red wine: no results Australian wine: 2nd link but it’s for the Wikipedia site, 3rd link is to the homepage
Search Engine Optimization • Inbound links • None • Something they could definitely improve on especially through their Pinterest page • They pin other ideas, recipes, and quotes but they don’t pin any of their own products
Mobile Site • The mobile site uses a lot of color • Something they could update for the site when visiting through a regular computer
• The links get right to the point of what they offer
• Easy to navigate • Should have these links for the site that people see when on a computer
• The site is very inviting • There’s only a link to Facebook when they also have a Twitter account and Pinterest account • They should add a link to Twitter and Pinterest
Compelling Content • The mobile site has more compelling content than the computer site – Personally, I think it’s the colors that make it more intriguing – Suggested earlier that they should incorporate more colors to the computer site
• They offer a point system to earn [Roo]wards – Makes the customer come back • To keep earing points
– Possibly word-of-mouth advertising to others about the [Roo]wards system
Levels of Membership
Linking/Leveraging • From the Spectra assignment, we found out that my target doesn’t really go online or even own a computer for that matter • If [ yellow tail ] were to link to other social media sites, I would suggest they use: – Facebook • Everybody is joining Facebook to stay in contact with family and friends regardless of age • Ads • “Liking” the [ yellow tail ] wine page
– Pinterest • My target likes to garden and travel – They could be on Pinterest if they are more tech savvy to get gardening ideas and ideas for places to travel
Customer Reviews • Currently there isn’t a customer review section on their website • I think this could be beneficial when others are looking for a new wine to try • Also beneficial for the recipes that are on the website – People will be able to read how well it turned out or not
*Review from amazon.com
• • • •
Over 1.1 million likes! Almost 3 thousand people talking about this Very colorful Good information
Facebook • Posted content – Fun – New ideas for customers – 711 likes – 28 comments – Interactive – Responds back to customer comments
• • • • •
Need to improve their presence on here Not a lot of followers or tweets Only 3,122 followers and 2,886 tweets They don’t tweet often Don’t get a lot of retweets or favorites
Twitter • Posted content
• Need to post more interesting content – Pictures, how-to’s, videos, facts about wine/the company
• Should retweet their follower’s post • Should tweet back at their follower’s comments
• • • • • •
10 boards 3,851 pines 250 likes 1,553 followers 710 following Has website link • Doesn’t have Twitter or Facebook logo linked
• Should “pin” more consistently • “Pin” outside of the “wine world” • Have interactive contests • “Pin It” to win it • Win a bottle of wine
Facebook (Competitor #1: Bodega Norton)
• 15,951 likes • 367 talking about the brand • Everything written is in Spanish because the wine is made in Argentina • Average number of “likes” on a photo/post is about 50 • Not many comments on photos or posts
Twitter (Competitor #1: Bodega Norton)
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9,717 followers 642 following 1,092 tweets All tweets are in Spanish Not many retweets or favorites Link a lot of their tweets with Facebook
Pinterest (Competitor #1: Bodega Norton)
Not much going on here!
• 7 boards • 10 pins • 1 like • 347 followers • 140 following • Has a link to their main website • Also has Twitter and Facebook logo to let people know they are on those social media sites too
Facebook (Competitor #2: Cupcake Vineyard)
GREAT for more Followers!
• 389,282 likes • Has Instagram account linked to Facebook for easy viewing of more photos • Company information is posted right under profile picture • Get hundreds of “likes” on pictures/posts; something even thousands • A lot of people comment on their posts • Post often enough where it’s not overwhelming
Twitter (Competitor #2: Cupcake Vineyards)
• • • • •
4,617 followers 107 following 1,225 tweets Post some photos Doesn’t get many retweets or replies on posts
Pinterest (Competitor #2: Cupcake Vineyards)
Very interactive on Pinterest
• • • • • •
70 boards 3,201 pins 278 likes 5,757 followers 89 following Post more than just wine • Date night ideas • Seasonal fashion • Quotes • Girls’ night ideas
Facebook (Competitor #3: Alamos)
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12,100 likes 145 talking about this brand They feature photos and some of their wines Average “likes” on a photo/post is around 35 Not many comments on posts Post something just about every day
Twitter (Competitor #3: Alamos) • No Twitter account
Pinterest (Competitor #3: Alamos) • No Pinterest page but people “pin” photos of their vineyards and wines
Blogging • Wouldn’t suggest it – Target market would rather have a newspaper in hand than be online
• Most of the target market doesn’t own a computer • Most of the target market doesn’t have access to the internet
Leveraging Internet-Based Communication & Event Tools • Again, wouldn’t suggest any webcasts, webinars, podcasts, tweetchats, google+ hangouts, etc. – It’s hard enough to get in contact with my target market as it is on social media • Don’t own a computer • Don’t have access to the internet • Would rather be holding a newspaper in hand than go online