Whitehall Lane, a 20-year-old Napa Valley winery run by the Leonardini family, has hit on a winning social media formula that pays dividends in both increased sales and brand loyalty.
Wineries face special challenges in promoting their business on social media. The federal Alcohol and Tobacco Tax and Trade Bureau, known as the TTB, considers social media “advertising,” and regulates what wineries can do.
The regulations primarily affect Whitehall Lane in two different ways. They cannot run contests that give away wine, and they must monitor user-generated content for anything that might promote irresponsible drinking.
“We don’t fool around with the TTB regulations,” said Katie Leonardini, direct sales manager for Whitehall Lane. But that hasn’t stopped them from successfully using social media to grow a loyal fan base outside the tasting room. This in turn has increased both wine club membership and direct sales. Here’s how they do it.
Are you using social media to create awareness for the services you offer?
Keep reading as I reveal how a nursing home used social media to build a loyal local community.
Nursing Homes and Social Media?
Nursing homes, assisted-living facilities and rehab communities are not known for being active in social media—yet.
But changes in Medicare mean communication with patients and families and the employees who care for them is more important than ever.
“The way that we’re going to be paid and the way we’re going to be gauged is changing; it’s evolving as we speak,” said Scott Unverferth, director of operations at HCF Management in Lima, Ohio.
New pay-for-performance models are on the horizon for managed care companies such as HCF.
HCF has 27 facilities throughout Ohio and Pennsylvania that provide skilled nursing care, rehab care and assisted living. They have approximately 3,200 employees and have been in business since 1968.
In April 2012 they made the leap into social media and haven’t looked back.
The story of Apollo 13 astronauts trying desperately to get back to Earth after a failed mission has a lesson for B2B marketers.
Astronauts used the moon’s gravitational pull to slingshot them so they had enough power left to get back to Earth.
B2B marketers: Facebook is your moon.
The company typically relies heavily on advertising and PR to get the word out.
But for its Office 365 product, the team took a different approach.
Using partnerships and social media, Microsoft connected specifically with women business owners – a key audience group.
Rather than directing promotional messages toward them, Microsoft involved them in the process from start to finish.
“It’s definitely innovation within a large matrix organization like Microsoft that hasn’t really done this in the past,” said Penny Delgadillo, senior product manager at Microsoft.
In just a two-month period, the entirely social Office 365 “Your Office, Your Terms” campaign garnered 5.8 million overall campaign impressions and four times more traffic from social sharing than the typical Microsoft campaign.
Are you looking for some creative social media marketing ideas from businesses?
Look no further.
This article highlights seven mini case studies of businesses that have stood out by implementing innovative social media marketing practices.
You’ll find inspiration for your social media marketing efforts here.
So let’s dive in!
Sharpie is the permanent marker company. Through social media and other marketing efforts, this company has taken an ordinary commodity and turned it into a common noun.
Patton Gleason is the first to admit he can’t sell. And just over a year after going live with his online start-up, the Natural Running Store, he hasn’t had to try.
“I’m a terrible sales guy. I’m awful at it,” Gleason says. “But I really do like this idea of ‘can a relationship really be your big marketing vehicle?’”
Turns out, it can. By wowing customers with unheard-of service, Gleason has come close to replicating the in-store experience online. In doing so, he turned the Natural Running Store into a serious competitor in the running shoe arena.
And he’s done it without spending a nickel on outside advertising. The key has been to give online buyers a very personal touch and create bite-sized content for social media.
“It is 1000% a hustle in relationships,” he says.
Adding to the pressure, Sony’s social media team had a relatively small budget for the project.
With a creative mix of social media and in-person events, Sony brought out thousands of people to locations to “Catch the Tablet” and tell their friends about it.
Most notably, the campaign created buzz that inspired 1,000 clicks from Facebook to the Tablet S pre-order page, making it the most successful social media effort yet for the company.