Inn530 developing social media strategy for gemtree
1. Developing Social Media strategy
for Gemtree Vineyards
Alex CHEUNG N6748627
Cheung ZHAO N4758145
2. Agenda
Company background
Current situation
Issue
Objective
Definition of key terms
Risk and opportunity
Literature review
Case study
Recommendation
conclusion
3. Company Background
Established in 1980 in Adelaide McLaren Vale
Bought their first vineyard on Tatachilla Road, in the heart
of McLaren Vale
After a few years, the family bought another vineyard
can named it Gemtree
Today Gemtree owns 330 acres of prime vineyards
5. Issues
No knowledge in managing social media channels
Everything is being broadcasted in an “Ad-Hoc” basis
Contents are not align with company’s direction.
7. Objectives
Present a well-structured social media strategy to
Gemtree
Increase social media interaction and engagement
Increase effectiveness of social media efforts
13. Literature review
Journal article:
Benefits and Risks of Social Media Use in the Workplace
Developing social-networking policy
Limits personal usage
Be selective
Be complete and professional
Avoid being too personal
14. Literature review
Journal article:
Social media, risk and policies for associations
Social media policy
Focusing on what should employees do
15. Literature review
Journal article:
The benefits of social media marketing
Recognizing the target social media platform
18. Literature review
Journal article:
Social media best practices from an early adopter
Recognizing the target
What content should be put on the social media?
Content that people are interested and willing to discuss
use social media to listen to the customers
20. Case study – Coconut bliss
Increase the visibility
Work on various social media platform
Interact with customers
Photo and video sharing through social network
21. Recommendation
1. Develop a social media strategy consistent with the
organizational goals and objectives
2. Identifying the major risk and its solutions
3. identifying the social media platform that majority of
customers are using
4. Setting social media policy
5. Conducting evaluation plan
23. References
Aqilsons. (2013). Pepsi diet [Image]. Retrieved 13 June, 2013, from
http://aqilsons.com/index.php?mod=about_us&id=9991
Benefits and risks of social media use in the workplace. (2011). CPA Practice
Management Forum, 7(1), 15-16. Retrieved from
http://search.proquest.com/docview/850514077?accountid=13380
Bensen, C. (2013). Social Media Wins: How Coconut Bliss Boosts Fan Engagement.
Retrieved 5 June, 2013, from http://en.community.dell.com/dell-
groups/sbc/b/weblog/archive/2012/09/23/social-media-wins-how-coconut-bliss-boosts-
fan-engagement.aspx
Department of Human Services. (2013). Social Media Policy for departmental staff.
Retrieved 7 June,2013, from http://www.humanservices.gov.au/corporate/site-
information/social-media-policy
Direct correlation established between social media engagement and strong financial
performance. (2009). PR News, 65(29), n/a. Retrieved from
http://search.proquest.com/docview/204222003?accountid=13380
24. References
Ernst & young. (2012). Social media strategy, policy and governance. Retrieved 5
June, 2013, from
http://www.ey.com/Publication/vwLUAssets/Social_media_strategy_policy_and_g
overnance/$File/Social_media_strategy_policy_governance.pdf
English Club. (2011). Discussion [Image]. Retrieved 12 June,2013, from
http://my.englishclub.com/forum/topics/for-you-personally-what-
are?page=1&commentId=2524315%3AComment%3A1278310&x=1#2524315Com
ment1278310
Facebook. (2013). Facebook logo [Image]. Retrieved 10 June, 2013, from
http://www.facebook.com/
Gemtree Vineyard. (2012). Gemtree logo [Image]. Retrieved 10 June, 2013, from
http://www.gemtreevineyards.com.au
Gemtree Vineyards. (2012). Gemtree Vineyard. Retrieved 2 June, 2013, from
http://www.gemtreevineyards.com.au
25. References
Google. (2013). Google logo [Image]. Retrieved 10 June, 2013, from
http://www.google.com/
Holstein, S. S., M.B.A. (2012). Social media best practices from an early adopter.
LIMRA's MarketFacts Quarterly, (4), 42-45. Retrieved from
http://search.proquest.com/docview/1269721789?accountid=13380
Mulready, R. (2013). 3 Big Brand Social Media Strategies for Small Business Budgets.
Retrieved 5 June, 2013, from http://www.amyporterfield.com/2013/05/small-
business-social-media-strategies/
Nelson, S. D., Esq, & Simek, J. W. (2011). Mitigating legal risks of using social media.
Information Management Journal, 45(5), HT8-HT12. Retrieved from
http://search.proquest.com/docview/914991070?accountid=13380
Pinterest. (2013). Pinterest logo [Image]. Retrieved 12 June, 2013, from http://www.
Pinterest.com
26. References
Schiff, J. (2013). 6 Tips to Build Your Social Media Strategy. Retrieved 5 June, 2013, from
http://www.cio.com/article/732975/6_Tips_to_Build_Your_Social_Media_Strategy
Staff, E. (2011). The benefits of social media marketing. Origination News, 20(11), 32.
Retrieved from http://search.proquest.com/docview/880293663?accountid=13380
Elmore, K. (2010). What is social media? Kentucky Banker Magazine, , 12-13. Retrieved
from http://search.proquest.com/docview/226110184?accountid=13380
Solis, B. (2011). 14 Best Practices for Long-Term Social Media Success. Retrieved 8 June,
2013, from http://mashable.com/2011/04/28/14-best-practices-for-long-term-social-
media-success/
Squazzo, J. D. (2010). Best practices for applying social media in healthcare. Healthcare
Executive, 25(3), 34-6, 38-9. Retrieved from
http://search.proquest.com/docview/311050687?accountid=13380
Youtube. (2013). Youtube logo [Image]. Retrieved 10 June, 2013, from
http://mashable.com/2010/02/14/youtube-birthday/
