argento wine / the real argentina social media case study
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Social Brand Awareness & Advocacy Case Study from Content and Motion, Social PR Agency...TRANSCRIPT
Argento Wine / The Real Argentina
@ContentMotiongetintouch@contentandmotion.comwww.contentandmotion.co.uk
Brand Awareness & Advocacy Case StudyMarch 2012
The Brief and the Strategy: Argentinian Advocacy
3We Are Governed by Sanity
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Our Five Easy Program Rules
The Brief
• Argento Wine is one of the world’s foremost Argentinian wine brands - stocked at premium UK retailers such as Waitrose and Majestic Wine
• Our brief is twofold: raise awareness and preference and align the brand tightly with the best of Argentina - from culture, to sport, travel, food and beyond
• Since Argento has no ‘direct to customer’ e-commerce shopfront, our strategy is 100% brand and content-based
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The Strategy
• From the start we identified that Google and social sharing would be our best route to brand visibility and distribution
• There are high levels of online conversation and searches related to Argentinian wine and other sub strands of interest around Argentina as a category, namely...
• Culture• Food• Travel
...and specific subcategories within those broader strands
Our mission is to place the Argento brand directly in the firing line of these conversations and searches - via a battery of highly valuable, highly optimised content, driven by subject experts with a strong editorial voice and strong social followings
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The Real Argentina
• On this basis we created ‘The Real Argentina’ (www.therealargentina.com) - a multi-faceted blog designed to house killer content about Argentinian wine, food, travel and culture
• This content, properly optimised, acts as a long-tail search and conversational ‘sponge’, soaking up interest in specific Argentina-related terms that we had identified at the start of the programme. It is also our arsenal for conversational engagement in the social sphere
• In short, we provide extremely well researched, topic-specific, high quality content that addresses public demand for ‘discovery’ (Google and social) about the key facets of Argentina
• By driving traffic this way, we introduce the Argento brand as a soft sell through subtle cross promotion
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Meet the Experts & Advocates• Our program relies on a team of content subject
experts that we have sourced from Argentina and UK. This team was picked on the basis of subject expertise and social (media) reach
• Month to month we work with our network of Argentina advocates to generate our source content - video, blog posts, image galleries and more
• We use social and web analytics insights to drive our editorial calendar - search trends, qualitative analysis of news and cultural events, as well as direct input from our content team. C&M sets the agenda, the team executes
• Everything is optimised for long-tail search and conversational trends, ensuring that content is always relevant, targeted, valuable and sharable
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Content Curation
• Every post is enhanced with rich media - YouTube videos, Flickr images, etc
• By using this socially curated content, the quality of our posts is enhanced and more traffic is driven to the blog via direct social engagement with content originators
• We also commission our expert / advocate team to deliver higher value pieces such as vox pop videos and interviews on specific themes (e.g. ‘How to Tango’)
• Content quality is assured: our team is hand-picked for their extensive contact lists and experience in various complimentary fields (e.g. music journalism, travelogues, etc.)
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Social Distribution
• A key criteria in content team selection is presence on social networks - we chose experts with the broadest possible social reach
• Hence, when posts are published, we see them instantly shared on Twitter and Facebook by the author - driving spikes of traffic to the blog and further amplifying the source content as peer to peer social sharing kicks in
• This amplification effect helps to boost the authority of the site - from both a social and search perspective. Each new post spreads and resonates quickly
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Outcomes
Traffic and Traction
• Month to month we’ve seen a progressive, organic growth in traffic from the blog’s inception - current traffic levels are around 12k per month (and growing)
• On a light monthly program budget, traffic sources are 100% organic and earned - via search, referrals and social. There is no supplementary paid / display spend
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About C&M*
We Help Brands Creatively Engage with People via the Social Web
• Awareness, Acquisition, Engagement
• Independently owned. Formed Jan 2009
• 15 staff, and growing
• 20 active clients
• OTE of £1m this year
• (All revenue is Social PR and majority is retained)
• Focus: SOCIAL PR ENGAGEMENT PROGRAMS
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Founding Partner of The Box Network
• Instant international scale and coverage
• Pure play social media specialist
• Extensive social media experience
• Expert execution: cultural and local insight
• Central campaign management model
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