3. Landscape & Analysis
SF Wine Market
Frequency
• Not consistent
• Weekly or every other
month
Wall Comments
• Great Images
• Informative
• Not engaging
4. Landscape & Analysis
Dave The Wine Merchant
Strategies &
Tactics
•Brand Awareness
•Communicate –
engage (blogs,
recipes, mailing list)
•Advertise/Sell - $$$
•Customized Tab
(Join My List)
•Links to other social
media
•Videos
5. Landscape & Analysis
Dave The Wine Merchant
Frequency
• Every few days
Wall Comments
• Interesting
• Funny
• Engaging
6. Title of FB page is
Dave’s Landing Page
simple and clear
Large profile picture
immediately demands
attention
Scrolling text “welcomes
visitors to the page.
Dave’s video “Tip of the
day” on the landing page
creates intrigue
Welcome, friends, and
guest book tab lets
visitors interact with
Dave
7. Dave’s Wall on Facebook
FB page name is
clear and simple
Large profile picture
grabs attention
Pictures are colorful
and create interest
Videos, questions,
and posts on the wall
encourage interaction
Notes de l'éditeur
Note what keywords you used to search Keywords used to search: “Wine Merchant” and “SF Wine” Identify the two Facebook sites by name and URL. Show screenshots on your slides. You should make observations about the background image, photo and overall design. The facebook URL name for San Francisco Wine Market is: http://facebook.com/sfwinemarket. The background image is pretty bare - it’s an all white background, which seems to be a common format to have on Facebook. The logo or picture of the business has some artistic quality in their graphic design, and contains three simple colors: black, white, and red, which seem to stand out and grab the attention of the user. The page has a row of colorful images about wine lined up that add more character to the page. Overall the design is fair, and shows the presence of being associated with wine. Owner of page, audience, and purpose The owner is SF Wine Market - they are local farmers market for wine. The audience is wine lovers or people who like wine and live locally. They buy wine on a regular or frequent basis and are interested in wine tasting, wine events, and great wine. The purpose of the Facebook page is to attract more customers, gain followers, and advertise their event(s). What strategies and tactics did they use? Effective? Describe. The strategies and tactics used are very minimal. The strategies for SF Wine Market are to advertise their events and communicate to their fans/customers. Tactics include links to other websites and another FB page that includes blogs, photos, and an events tab. Their landing page directs the user to Info and not the wall, which is great but they don’t have anything unique to show besides some pictures and information. The strategies and tactics are the bare minimum of what is needed to inform and generate feedback; unfortunately there is not any feedback because there aren’t any comments posted on their wall from fans. It seems as though the Facebook page is more of a bulletin board with information about the business, which seems to have a seasonal presence in the community from June through October with some links added to it periodically. They need to build on their marketing strategies and tactics in order for the Facebook page to increase traffic and engagement. Perhaps creating a blog to keep customers attention during their off season, or keeping the content current with news & information that relates to wine in order to keep up with the momentum they have during their peak season.
Note the frequency of the Wall posts. Comment on the frequency. The frequency of their wall posts are not on a consistent basis. In October, they post something for two weeks and have completely stopped posting since then. Before posting in October, they posted in August but did not post anything for the month of September. The non frequent posts on their wall are portraying a disconnection from their page - it is an impersonal touch that does not show dedication. Furthermore, they do not keep their users informed properly because they don’t have an events tab listing the dates they are open for the farmers market. The users would have to know to click on a link which reads ”San Francisco Wine Market” – which is not obvious to the casual user who may just be browsing. g. Critique the Wall posts as a fan (e.g. consumer if appropriate) and as a marketer. Use the strategies and tactics reviewed in class to help critique. The wall posts have a great start by providing local information for their fans, as well as having links to other events their fans may be interested in. However, they do not encourage interaction among their users and because they do not post on a consistent basis they do not provide fresh and new ideas for their fans regularly. If it were not for the last post listing a 55% off promotion, they would not really give the user a reason to like their page. Unless the user lives locally and is familiar with the market and likes the wine they sell, this page would not be beneficial to increase traffic and bring in more fans.
a. Note what keywords you used to search Keywords used to search: “Dave the Wine Merchant” Identify the two Facebook sites by name and URL. Show screenshots on your slides. You should make observations about the background image, photo and overall design. The Facebook URL name for Dave the Wine Merchant is: http://www.facebook.com/DaveWineMerchant. The background image is fairly simple, the default background of white. The photo is nice and stands out. It illustrates his wine business because it is Dave standing next to wine. It’s a nice descriptive photo of his business and lifestyle, as well as warm and friendly. The overall design is good except there is a critical thing missing - the landing tab because the visitors of his page land straight on his wall. This could be improved by making a landing page which includes a welcome message to his business, or a greeting, etc. By doing this, Dave will improve his visitors’ experience on his page, and they will more likely “like” his fan profile. The title of the page is good because it is the name of his business and how he advertises himself – as “Dave the Wine Merchant”. The left sidebar navigation has options of viewing his info, photos, and videos. I can also see how many people “like” him. Since his landing page is his wall, the first things I see on his page are the most recent wall posts. His visitors can see what Dave has to share on his page. c. Owner of Page, audience, and purpose The owner is Dave, “The Wine Merchant”, owner of a small wine shop out of Grass Valley. He also started a wine club while giving recommendations of which wines to buy, as well as being a big internet presence with his website that consists of blogs, recipes, and wine shopping . The audience are wine lovers or people who like wine. They buy wine on a regular or frequent basis and are interested in what Dave has to say about wine and his business. The purpose of the facebook page is to attract traffic, gain more customers, increase the number of “likes”, and promote his business and self-image. What strategies and tactics did they use? Effective? Describe. The strategies and tactics Dave used are creating brand awareness about his business and what he does. He also communicates to his “fans” about topics on wine as well as promoting his website by posting blogs and recipes from his website to his FB page. He also advertises and sells his wine by directing visitors to go to his online store on his website and purchase some. Tactics also include links to others websites for deals/promotions, and his personal website to keep up with the business. unfortunately there is not any feedback because there are not any comments posted on their wall from fans. They need to build on their marketing strategies and tactics in order for the facebook page to increase traffic and engagement. One of my favorite tactics of his is that he has a customized tab to “Join My List”. By joining his mailing list, fans will receive monthly wine tips from Dave, as well as exclusive discounts! Again, the landing page should not be the wall of the profile, but instead should be the info page or preferable a customized welcome tab. He doesn’t have too many applications to increase engagement with his fans except a “Questions” App, where he gives a quick poll on his fans opinions on a certain issue. Dave doesn’t have too many photos on his fan page, but it is still enough to get a good picture of his business. He doesn’t have any “tagged” photos which would be beneficial to have to engage more with with his fans. However, he does engage with his fans by adding a Facebook video of himself explaining how wine is served best at room temperature. This is such a great idea to entertain and educate your fans. On the other hand, he doesn’t have any past or future events posted, but a potential upcoming sale on his wine would be one idea of a good even to have.
e. Note the frequency of the wall posts. The frequency of the posts are good because they are timely and relevant. For example, he posted some “quotes” from his website at about lunch time, which is a good time to speak to people on Facebook. He posts frequently enough to be actively engaged with his fans, so every few days is appropriate. For the most part, everything is relevant to his love of wine and helps direct traffic to his website with interesting quotes and blogs. f. Critique the wall posts as a fan and as a marketer. The post content is brand appropriate because most of Dave’s wall posts are related to wine. They are entertaining since he posts some of his blogs from his website on his wall. They are funny, interesting because he also posts “toasts & quotes” from his websites for his fans. They are informative because Dave has a mailing list for his fans which offer discounts and wine tips. He also informs people about various things going on in relation to wine by posting content links to other websites. Some of them are call-to-action posts because he provides links to his wine store online where fans can purchase his products. Dave gives visitors a reason to “like” his page because he makes it easy to enjoy reading his posts if you are a wine lover like him. His page has fresh content and updates frequently, and he shows he appreciates his fans by giving them new ideas and responding to theirs. He uses images to support some of his posts and encourages interaction by encouraging fans to comment on what he has to say. Many people respond to his wall posts which make it a sociable fan page. As a fan, I think he has great content and engages in conversation with his fans. I like how he posts about discounts on his wine, discounts for other various products, quotes & blogs from his website, recipes, and sends out emails to his fans about wine tips. As a fan, I am also able to post my own posts on his wall, which is always good for the consumer side of things. As a marketer, I like the content of the posts. It is wine related and promotes his wine business along with his website as part of his business. He engages with this fans by posting his blogs and quotes, which benefits him because it drives traffic to his website and online store. He gains more exposure by promoting his self-image. A big improvement that Dave needs to do is make a customized landing page. In the eyes of the marketer, this landing page should encourage visitors to “like” his page by providing them with reasons to do this. For example, he could encourage more fans by letting them know that they will receive special offers & discounts on wine, as well as ideas & advice on wine by a wine expert, and much more! g. Give ideas on how Dave can move his “friends” to become his fans. An idea on how Dave can move his “friends” to become his fans would be to promote and advertise his fan page to his Facebook friends. He can do this by posting status updates on his personal profile asking his friends to visit his fan page and click “like”. He should add the link to his fan page so his friends can easily access it. If he wanted to promote his fan page even to more extremes, he could post on many of his friends walls’ the link to his fan page inviting them to “like” it, but this may be more time consuming.
Describe the target audience. Include demographics and psychographics. Give details and be specific. The target audience is between the ages of 25-70, educated professionals, ranging from single to married with children. Generally, this audience has the disposable income necessary to purchase wine on a frequent basis. The desire for increased knowledge of wine attracts the target audience to tasting events, wine bars, and vineyard retreats. Wine is a very social hobby that encourages conversation and helps bring people together. b. Name and URL of your FB Page; describe why you’ve selected the name. Show a screenshot above-the-fold. Name: “Dave The Wine Merchant” URL: http://www.facebook.com/pages/Dave-The-Wine-Merchant/132202756886600?sk=app_106878476015645 We selected this name to avoid confusing people who were looking for Dave on FB. This was the most obvious choice. Also, we thought it would serve as a great gateway to his website. c. Design, photos, graphics – do not spend a lot of time on this, but do describe what you’ve done with the design and why, and when given enough time, how you would ideally design it. We added many different photos to the page to give visitors an idea of what the business is about. We also enlarged the profile picture to get a visitor’s attention and gain curiosity right away. The landing page gets a visitor’s attention with scrolling text from right to left “welcoming” visitors to Dave’s FB page. Also, on the landing page there is a video of “Dave’s tip of the day”, this immediately grabs the visitors attention and makes them stay on the page longer. Underneath the video are different methods of sharing Dave’s FB page with friends. d. Identify and use one strategy. Describe why that works for your Page. Creating brand awareness is the strategy that we emphasized. By using the interactive media and business logo--”Sideways Wine Club,” as well as links to his website and other social media, we are trying to generate more awareness and build more fans. Creating brand awareness is important to inform users about Dave and what he can provide to his members who are part of the wine club. Building awareness could generate more”likes” and lead people to the wall tab where there is an abundant of feedback and information on wine and Dave. e. Identify and use two tactics. Describe why those work for your Page. Tactics: (1) We do not let users land on the wall, instead they land on a welcome tab (or website tab) that shows a video and some information on Dave and users immediately see the “like” button. By having users land on the welcome tab, we can be sure that they are viewing the important business content first. Furthermore, the welcome page is visually more appealing and users will not be bothered with comments and posts. The landing page is where the business must makes a good first impression, and if done properly, it will lead to more fans, leading to more customers, leading to word of mouth and so on. (2) We have created links to other social media outlets and provided the links at first glance on the landing page. This tactic is important so that users are well informed that they can find Dave via all social media outlets. This will engage the user and create other forms of communication. It is linked to our strategy of creating brand awareness, while it builds on relationships with customers/other companies, creating more buzz. f. Create the Info page with at least 3 items, describe why you chose those items We chose to put Dave’s website address, a map, and his business address, and a small section of why Dave created his business. These items were picked because it provides the best information for someone who is unfamiliar about who Dave is. It also provides a way for customers to find Dave by other means other than Facebook, and find more information about his business and what he does. These are essential pieces needed to inform the customer or user. g. Make at least 2 posts to your Wall. These need to be high quality content focused on your industry, interesting, etc. Provide rationale for these posts. The first post talks about wine and gives reasons on why wine is for everybody and not just a selected few. It attempts to encourage visitors who don’t know much about wine or are intimidated about wine to just give it a try. The second post gives information and encourages visitors to join the wine club, explaining how simple it is to get bottles of wine from around the world right to your door each month.
