1. Majestic Wines - How can we help make
them more sociable online?
James Mortimer
17th October 2011
2. Today
• Majestic Wines' target market online:
• Foodies
• Wine enthusiasts/collectors
• Party hosts/social drinkers
• How the Come Dine With Me crowd use social media
• Delivering value
• Making noise online with the party hosts and social drinkers
• Campaign ideas
• Measuring success
3. Target Market: Foodies
• What they like:
• Cooking
• Trying new things
• Gourmet and premiums products
• What motivates them:
• Desire to try new things
• Creativity
• Who and what they’re influenced by:
• TV chefs
• Foodie bloggers
• Broadsheet journalists + Tweeters
4. Target Market: Wine enthusiasts/collectors
• What they like:
• Wine
• Travel
• What motivates them:
• Discovering new wines
• Expanding their collection
• Who and what they’re influenced by:
• Books
• Newspaper journalists/Tweeters
• Food and wine blogs
5. Target market: Party hosts and social
drinkers
• What they like:
• Enjoying time with friends
• Good food and wine
• What motivates them:
• Their friends
• Showing off
• Who and what they’re influenced by:
• Their peers
• Social media posts
6. How the ‘Come Dine With Me’ Crowd use
social media
• Foodies and wine collectors are influenced by authoritative sources of
information
• Party hosts and social drinkers are influenced by their friends
• Big opportunity
• Facebook is a big part of their lives
• Love to create content about themselves (photos, Tweets and status updates)
• Love to show off
• Enjoy engaging with the right brands, particularly if there’s something in it for
them (freebies!)
• Big opportunity to interact online
7. Delivering value
• Asking the Come Dine With Me crowd to
create content around Majestic Wines
could be very powerful
• They’re naturally very social
• Influenced by their friends
• Already creating content
8. Campaign ideas
• Britain's most stylish dinner party - monthly competition:
• Users tag or upload content to Majestic Wines Facebook and Flickr
• Each month our panel selects a winner
• Prizes include hampers, dinner party supplies and wine
• Delivers value to the brand by:
• Raising awareness online (creates a buzz)
• Increases mentions and fan numbers (gets people talking)
• Can be combined with online and offline PR to secure media coverage
9. Measuring success (selling the campaign
to the client)
• In order to show the client value we need to report on our activity using
appropriate metrics
• These could include:
• Number of entrants
• Number of mentions across social media channels
• Amount of coverage secured through PR activity
