Social Brand Awareness & Advocacy Case Study from Content and Motion, Social PR Agency...

1. Argento Wine / The Real Argentina
Brand Awareness & Advocacy Case Study
March 2012
@ContentMotion
getintouch@contentandmotion.com
www.contentandmotion.co.uk

2. The Brief and the Strategy: Argentinian Advocacy

3. We Are Governed by Sanity 3

4. Our Five Easy Program Rules
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5. The Brief
• Argento Wine is one of the world’s
foremost Argentinian wine brands -
stocked at premium UK retailers
such as Waitrose and Majestic Wine
• Our brief is twofold: raise
awareness and preference and align
the brand tightly with the best of
Argentina - from culture, to sport,
travel, food and beyond
• Since Argento has no ‘direct to
customer’ e-commerce shopfront,
our strategy is 100% brand and
content-based
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6. The Strategy
• From the start we identified that Google and
social sharing would be our best route to
brand visibility and distribution
• There are high levels of online conversation
and searches related to Argentinian wine
and other sub strands of interest around
Argentina as a category, namely...
• Culture
• Food
• Travel
...and specific subcategories within those
broader strands
Our mission is to place the Argento brand
directly in the firing line of these
conversations and searches - via a battery
of highly valuable, highly optimised content,
driven by subject experts with a strong
editorial voice and strong social followings
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7. The Real Argentina
• On this basis we created ‘The Real
Argentina’ (www.therealargentina.com) - a
multi-faceted blog designed to house killer
content about Argentinian wine, food, travel
and culture
• This content, properly optimised, acts as a
long-tail search and conversational ‘sponge’,
soaking up interest in specific Argentina-
related terms that we had identified at the
start of the programme. It is also our arsenal
for conversational engagement in the social
sphere
• In short, we provide extremely well
researched, topic-specific, high quality
content that addresses public demand for
‘discovery’ (Google and social) about the key
facets of Argentina
• By driving traffic this way, we introduce the
Argento brand as a soft sell through subtle
cross promotion
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8. Meet the Experts & Advocates
• Our program relies on a team of content subject
experts that we have sourced from Argentina
and UK. This team was picked on the basis of
subject expertise and social (media) reach
• Month to month we work with our network of
Argentina advocates to generate our source
content - video, blog posts, image galleries and
more
• We use social and web analytics insights to
drive our editorial calendar - search trends,
qualitative analysis of news and cultural events,
as well as direct input from our content team.
C&M sets the agenda, the team executes
• Everything is optimised for long-tail search and
conversational trends, ensuring that content is
always relevant, targeted, valuable and sharable
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9. Content Curation
• Every post is enhanced with rich media -
YouTube videos, Flickr images, etc
• By using this socially curated content, the
quality of our posts is enhanced and more
traffic is driven to the blog via direct social
engagement with content originators
• We also commission our expert /
advocate team to deliver higher value
pieces such as vox pop videos and
interviews on specific themes (e.g. ‘How
to Tango’)
• Content quality is assured: our team is
hand-picked for their extensive contact
lists and experience in various
complimentary fields (e.g. music
journalism, travelogues, etc.)
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10. Social Distribution
• A key criteria in content team selection is presence on social
networks - we chose experts with the broadest possible social reach
• Hence, when posts are published, we see them instantly shared on
Twitter and Facebook by the author - driving spikes of traffic to the
blog and further amplifying the source content as peer to peer social
sharing kicks in
• This amplification effect helps to boost the authority of the site -
from both a social and search perspective. Each new post spreads
and resonates quickly
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11. Outcomes

12. Traffic and Traction
• Month to month we’ve seen a progressive, organic growth in traffic from the
blog’s inception - current traffic levels are around 12k per month (and growing)
• On a light monthly program budget, traffic sources are 100% organic and
earned - via search, referrals and social. There is no supplementary paid /
display spend
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13. About C&M*

14. We Help Brands Creatively Engage with People via the Social Web
• Awareness, Acquisition, Engagement
• Independently owned. Formed Jan 2009
• 15 staff, and growing
• 20 active clients
• OTE of £1m this year
• (All revenue is Social PR and majority is retained)
• Focus: SOCIAL PR ENGAGEMENT PROGRAMS
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15. Founding Partner of The Box Network
• Instant international scale and coverage
• Pure play social media specialist
• Extensive social media experience
• Expert execution: cultural and local insight
• Central campaign management model
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16. Get in Touch: getintouch@contentandmotion.com 16