Social Media Marketing - Engaging with Wine Lovers
Kirrihill Wines
Social media creates opportunities for marketers who can think laterally and use the latest web 2.0 tools to engage consumers and genuinely add value to the conversation, rather than simply push product messages. Kirrihill, a boutique South Australian vineyard, gets this new marketing paradigm and worked with Network in 2008 to create an online and social media presence that is believed to be the first of its type undertaken in Australia.
Kirrihill Wines chose its Companions range for its first foray into social media.
Network started by auditing Kirrihill's website structure and content. We recommended a number of enhancements to help the digital dialogue and better leverage the social media engagement. We then educated and mentored Kirrihill staff on Social Networks (Facebook), Twitter (microblogging) and online community/forum etiquette
- We created a Facebook presence for Kirrihill, which is beginning to build up a solid list of friends.
- We hosted a successful virtual event on a high profile forum with 250 posts in less than 2 hours.
- We encouraged Kirrihill to engage through Twitter with good success.
- We conceived and produced a cross platform widget able to be used on blogs, websites and social networks.
During 2008 blogger word of mouth reached, highly influential US wine blogger Steve Heimoff, and online media have shown interest in Kirrihill's approach.
Through Kirrihill’s smart and savvy approach, it is now coming to the attention of wine drinkers here and overseas who would never have encountered it otherwise and has built a solid social media foundation to build on in 2009 and beyond. |
