23. Tactical Plan Recommendations Marketing Objective Social Media Objective Social Media Strategy 1) Define DTW as a green, sustainable company BLOGS/EVENTS Be mentioned and/or rated by 12 influential, sustainable individuals in 1 year -Use Klout to find people of highest influence -Send a free bottle to 24 popular sustainability bloggers -Attend “The Green Wine Summit” trade show in Nappa 2) Increase customers’ engagement with DTW brand YOUTUBE & FOURSQUARE -Reach 10,000 YouTube subscribers in 6 months -Have 50+ customers bring a friend to sample the 3 types of wine -Run a video posting contest -Improve video tag terms (YouTube SEO) -Host a FourSquare swarm on a beach and have a wine tasting 3) Create awareness of DTW among Dave Matthews Band fans FACEBOOK & PANDORA -Increse Facebook fan page “Likes” by 128,000 in one year -Run week-long internal Facebook ads -Run Pandora ad during the DMB channel that sends them to the Facebook fan page