INN530 assignment 2

1. Developing Social Media strategy
for Gemtree Vineyards
Alex CHEUNG N6748627
Cheung ZHAO N4758145

2. Agenda
 Company background
 Current situation
 Issue
 Objective
 Definition of key terms
 Risk and opportunity
 Literature review
 Case study
 Recommendation
 conclusion

3. Company Background
 Established in 1980 in Adelaide McLaren Vale
 Bought their first vineyard on Tatachilla Road, in the heart
of McLaren Vale
 After a few years, the family bought another vineyard
can named it Gemtree
 Today Gemtree owns 330 acres of prime vineyards

4. Current Situation

5. Issues
 No knowledge in managing social media channels
 Everything is being broadcasted in an “Ad-Hoc” basis
 Contents are not align with company’s direction.

6. 72% of businesses do not have
clear defined social media strategy

7. Objectives
 Present a well-structured social media strategy to
Gemtree
 Increase social media interaction and engagement
 Increase effectiveness of social media efforts

8. Definition of Social Media
 Interacting
 Engaging
 Sharing
 Personal

9. Impact on social media
 Word-of-mouth marketing strategy
 Influencing public behavior

10. Social media strategy development
 consistent customer experiences
 Reliable content creation
 Data governance
 Regulatory compliance

11. Opportunities
 Brand recognition
 Free
 Targeted
 Customer service improvements
 influence

12. Risks
 Managing Reputation
 Security Issues
 Misuse of social media

13. Literature review
 Journal article:
Benefits and Risks of Social Media Use in the Workplace
 Developing social-networking policy
 Limits personal usage
 Be selective
 Be complete and professional
 Avoid being too personal

14. Literature review
 Journal article:
Social media, risk and policies for associations
 Social media policy
 Focusing on what should employees do

15. Literature review
 Journal article:
The benefits of social media marketing
 Recognizing the target social media platform

16. Women aged
25 - 34

18. Literature review
 Journal article:
Social media best practices from an early adopter
 Recognizing the target
 What content should be put on the social media?
 Content that people are interested and willing to discuss
 use social media to listen to the customers

19. Case study – Coconut bliss

20. Case study – Coconut bliss
 Increase the visibility
 Work on various social media platform
 Interact with customers
 Photo and video sharing through social network

21. Recommendation
 1. Develop a social media strategy consistent with the
organizational goals and objectives
 2. Identifying the major risk and its solutions
 3. identifying the social media platform that majority of
customers are using
 4. Setting social media policy
 5. Conducting evaluation plan

22. Conclusion

23. References
 Aqilsons. (2013). Pepsi diet [Image]. Retrieved 13 June, 2013, from
http://aqilsons.com/index.php?mod=about_us&id=9991
 Benefits and risks of social media use in the workplace. (2011). CPA Practice
Management Forum, 7(1), 15-16. Retrieved from
http://search.proquest.com/docview/850514077?accountid=13380
 Bensen, C. (2013). Social Media Wins: How Coconut Bliss Boosts Fan Engagement.
Retrieved 5 June, 2013, from http://en.community.dell.com/dell-
groups/sbc/b/weblog/archive/2012/09/23/social-media-wins-how-coconut-bliss-boosts-
fan-engagement.aspx
 Department of Human Services. (2013). Social Media Policy for departmental staff.
Retrieved 7 June,2013, from http://www.humanservices.gov.au/corporate/site-
information/social-media-policy
 Direct correlation established between social media engagement and strong financial
performance. (2009). PR News, 65(29), n/a. Retrieved from
http://search.proquest.com/docview/204222003?accountid=13380

24. References
 Ernst & young. (2012). Social media strategy, policy and governance. Retrieved 5
June, 2013, from
http://www.ey.com/Publication/vwLUAssets/Social_media_strategy_policy_and_g
overnance/$File/Social_media_strategy_policy_governance.pdf
 English Club. (2011). Discussion [Image]. Retrieved 12 June,2013, from
http://my.englishclub.com/forum/topics/for-you-personally-what-
are?page=1&commentId=2524315%3AComment%3A1278310&x=1#2524315Com
ment1278310
 Facebook. (2013). Facebook logo [Image]. Retrieved 10 June, 2013, from
http://www.facebook.com/
 Gemtree Vineyard. (2012). Gemtree logo [Image]. Retrieved 10 June, 2013, from
http://www.gemtreevineyards.com.au
 Gemtree Vineyards. (2012). Gemtree Vineyard. Retrieved 2 June, 2013, from
http://www.gemtreevineyards.com.au

25. References
 Google. (2013). Google logo [Image]. Retrieved 10 June, 2013, from
http://www.google.com/
 Holstein, S. S., M.B.A. (2012). Social media best practices from an early adopter.
LIMRA's MarketFacts Quarterly, (4), 42-45. Retrieved from
http://search.proquest.com/docview/1269721789?accountid=13380
 Mulready, R. (2013). 3 Big Brand Social Media Strategies for Small Business Budgets.
Retrieved 5 June, 2013, from http://www.amyporterfield.com/2013/05/small-
business-social-media-strategies/
 Nelson, S. D., Esq, & Simek, J. W. (2011). Mitigating legal risks of using social media.
Information Management Journal, 45(5), HT8-HT12. Retrieved from
http://search.proquest.com/docview/914991070?accountid=13380
 Pinterest. (2013). Pinterest logo [Image]. Retrieved 12 June, 2013, from http://www.
Pinterest.com

26. References
 Schiff, J. (2013). 6 Tips to Build Your Social Media Strategy. Retrieved 5 June, 2013, from
http://www.cio.com/article/732975/6_Tips_to_Build_Your_Social_Media_Strategy
 Staff, E. (2011). The benefits of social media marketing. Origination News, 20(11), 32.
Retrieved from http://search.proquest.com/docview/880293663?accountid=13380
 Elmore, K. (2010). What is social media? Kentucky Banker Magazine, , 12-13. Retrieved
from http://search.proquest.com/docview/226110184?accountid=13380
 Solis, B. (2011). 14 Best Practices for Long-Term Social Media Success. Retrieved 8 June,
2013, from http://mashable.com/2011/04/28/14-best-practices-for-long-term-social-
media-success/
 Squazzo, J. D. (2010). Best practices for applying social media in healthcare. Healthcare
Executive, 25(3), 34-6, 38-9. Retrieved from
http://search.proquest.com/docview/311050687?accountid=13380
 Youtube. (2013). Youtube logo [Image]. Retrieved 10 June, 2013, from
http://mashable.com/2010/02/14/youtube-birthday/

27. Thank you