1. Baldacci
Family
Vineyards
2013
Social
Marketing
Plan

2. Facebook Strategy
Striving towards Social Marketing Awesomeness

3. Wine Fact Monday
§ Provide wine facts including:
§ Ancient wine history
§ Wine facts today
§ New studies
§ Create visuals for these facts and
tag our logo in the corner (right)
§ Exemplify Baldacci as thought
leaders in the wine industry
§ Become the “go-to” page for wine
facts
§ Encourage a following – we want
people to come back to our page to
see what else we have to offer
§ Encourage shares resulting in an
increase in likes and overall
engagement

4. Wine Tip Tuesday
§ Provide wine tips every Tuesday:
• Tasting tricks
• About wine
• Napa or region facts
§ Establish Baldacci as thought leaders
in the wine industry
§ Facebook page becomes the “go-to”
source for wine intelligence

5. Wine Meme Wednesday
• Build a massive following with the hope of potential new customers
• Spreading brand awareness by creating “contagious” memes with
Baldacci’s brand attached to each photo
• Displaying the lighter side of wine and of Baldacci’s overall nature
• Casually place Baldacci wine bottles in the images
• Build awareness about the fun in wine!

6. Thirsty Thursday
§ We’ll need collaboration from the
tasting room to Kevin over in the
Social HQ located in SF
§ Sending pictures through Facebook
and Instagram about what we are
pouring that day
• I understand that doesn’t change
too often so let’s just say we can
take a picture of the tasting room
of the bottles or full glasses
§ Encourage people to come to the
tasting room or at least have our
customers constantly thinking about
our product

7. Wine Quote Friday
• Post a wine quote or toast using Baldacci-branded format
• Encourage shares to build new followers and grow network
• Build awareness about the fun in wine!

8. Weekend Winery Photos!
• Coordinate Mere or Michael to post
on Saturday or Sunday urging
people in the area to come to the
Tasting Room
• Build likes, shares and comments
• Make our followers want to make
the trip out to Baldacci ;-)

9. Instagram
Strategy
New Social Frontier for Baldacci Family Vineyards

10. “Engagement from Instagram users is as much
as 10 times greater than other
platforms.”
Dan Atkinson, CEO SumAll.com
§ Build an Instragram social media
network
§ Assert Baldacci’s brand as a beautiful
destination and the ideal, premium
wine
§ Followers can follow what is going on
around the winery
§ Build customer loyalty
§ Make announcements of wine releases
or events we are attending
§ Make our followers want to make the
trip out to Baldacci ;-)

11. Instagram Rockstars

12. Umami Burger – Instagram Stars
§ Umami Burger encourages all of
their customers to take an
Instagram picture of the burgers
they are eating
§ Their Instagram promotions are
all around the menu
§ I myself (Kevin) learned about Umami Burger from a
friend taking an Instagram picture of her burger. I
made the trip the next weekend and now love the
place. I also made an Instagram picture.

13. Where were we in 2012?
§ We lacked an Instagram profile
§ No Facebook structure or plan
§ Little Twitter interaction
§ We did break 1k followers!
§ A couple of promotions (Summer Road Trip)

14. Social Marketing Goals for
2013
§ Double
Facebook
followers
to
6k
§ Post
2-­‐3
times
a
day
§ Maintain
Facebook
schedule
throughout
2013
§ Post
on
holidays
and
events
§ Constantly
promote
an
Baldacci
events
or
promotions
§ Create
4-­‐6
contests
or
promotions
§ Reach
over
200
Instagram
followers
§ Continue
to
update
Instagram
pictures
§ Use
hashtags
in
each
description
to
attract
new,
organic
followers
§ Double
Twitter
followers
to
2k

15. Post More Often
§ We need to be posting more
often
§ Best practices are 2-4 times a
day throughout the day
§ Our most successful day was
December 5th when we posted 5
times in one day and received
45 new likes

16. Continue Posting Instagram Pictures
of the Winery on Facebook
§ Although we don’t want to fall into the habit
of only talking about ourselves, Instagram
photos on Facebook of the winery are
extremely viral and generate a lot of likes
(average 30-70 likes)
§ Hold a goal of posting 5-7 photos of the
property a week
“Photos on Facebook
generate 53% more likes
than the average written
post.”

17. Develop
Content
Marketing
Strategy
Using
Videos
§ Investigate small-budget videos
§ Ideas include:
§ Videos of the production at Baldacci
§ Interactive wine tastings
§ Fun music videos – very viral!
“2012
was
the
year
of
massive
video
and
mobile
growth.
2013
will
be
the
year
brands
build
on
these
two
trends
and
take
advantage
of
the
vast
amount
of
video
content
they
have
created,
seamlessly
across
devices,”
-­‐Anupam
Gupta,
CEO
of
Mixpo.