From Traditional Sales Strategy to Social Presence: how to Turn your Online Reputation into Social Currency.

1. From traditional marketing to social presence:
Turning your online reputation into "social currency"
Marilena Barbera, Cantine BarberaMarilena Barbera, Cantine BarberaMarilena Barbera, Cantine BarberaMarilena Barbera, Cantine Barbera ---- MenfiMenfiMenfiMenfi

2. 4 steps to implement your social strategy
(thanks Rick Bakas!)
PLANTING FARMING HARVEST
SALES
EXISTENCE IDENTITY RELATIONS

3. EXISTENCE
Personal andPersonal andPersonal andPersonal and InstitutionalInstitutionalInstitutionalInstitutional
SocialSocialSocialSocial presencepresencepresencepresence
TalksTalksTalksTalks
contentcontentcontentcontent
sharingsharingsharingsharing
• firstfirstfirstfirst personpersonpersonperson presencepresencepresencepresence
• identityidentityidentityidentity withwithwithwith the companythe companythe companythe company
• willingnesswillingnesswillingnesswillingness totototo communicatecommunicatecommunicatecommunicate
andandandand engageengageengageengage social relationssocial relationssocial relationssocial relations
• thoroughthoroughthoroughthorough identificationidentificationidentificationidentification
ofofofof youryouryouryour goalsgoalsgoalsgoals
• focusedfocusedfocusedfocused interactions oninteractions oninteractions oninteractions on
sharedsharedsharedshared topicstopicstopicstopics
• timetimetimetime
• limitedlimitedlimitedlimited resourcesresourcesresourcesresources
• overoveroverover----exposureexposureexposureexposure
• losslosslossloss ofofofof credibilitycredibilitycredibilitycredibility
placementplacementplacementplacement tooltooltooltool

4. IDENTITY
INFORMATION BRAND AWARENESS
• thethethethe winerywinerywinerywinery andandandand itsitsitsits terroirterroirterroirterroir
• thethethethe wineswineswineswines andandandand theirtheirtheirtheir characteristicscharacteristicscharacteristicscharacteristics
• the productionthe productionthe productionthe production choiceschoiceschoiceschoices
ENGAGEMENT BRAND SUPPORT
• life in thelife in thelife in thelife in the vineyardsvineyardsvineyardsvineyards and at theand at theand at theand at the winerywinerywinerywinery
• travelstravelstravelstravels
• meetupsmeetupsmeetupsmeetups
RELATIONSTALK
• interactinteractinteractinteract withwithwithwith youryouryouryour onlineonlineonlineonline ““““friendsfriendsfriendsfriends”””” onononon
topicstopicstopicstopics theytheytheythey areareareare interestedinterestedinterestedinterested inininin
• shareshareshareshare theirtheirtheirtheir contentscontentscontentscontents
LISTEN
• solvesolvesolvesolve problemsproblemsproblemsproblems
• understandunderstandunderstandunderstand needsneedsneedsneeds
ANSWER
• alwaysalwaysalwaysalways andandandand anywayanywayanywayanyway,,,, explainexplainexplainexplain youeyoueyoueyoue
choiceschoiceschoiceschoices andandandand pointpointpointpoint ofofofof viewviewviewview

5. SALES
TRADITIONAL CHANNEL
• ++++ directdirectdirectdirect communicationcommunicationcommunicationcommunication
• + strong relations+ strong relations+ strong relations+ strong relations
• 2012: 4%
• 2013: 8%
• 2012: 6%
• 2013: 13%
• 2012: 0%
• 2013: 5%
PERFORMANCE
ONLINE CHANNEL
onononon ItalianItalianItalianItalian salessalessalessales
+16%

6. COMMUNITY
• Goal:Goal:Goal:Goal: totototo createcreatecreatecreate membershipmembershipmembershipmembership
• ToolToolToolTool:::: Wine Club,Wine Club,Wine Club,Wine Club, MeetupsMeetupsMeetupsMeetups
RELATIONS
• Goal:Goal:Goal:Goal: totototo structurestructurestructurestructure,,,, organizeorganizeorganizeorganize andandandand
strenghtenstrenghtenstrenghtenstrenghten relationsrelationsrelationsrelations
• ToolToolToolTool:::: NewsletterNewsletterNewsletterNewsletter
VALUE
• Goal:Goal:Goal:Goal: totototo promotepromotepromotepromote membershipmembershipmembershipmembership
• ToolToolToolTool:::: SpecialSpecialSpecialSpecial offersoffersoffersoffers and onlineand onlineand onlineand online campaignscampaignscampaignscampaigns