rodney strong vineyards 25th anniversary social media case study
TRANSCRIPT
SOCIAL MEDIA CASE STUDY
ANALYTICS WEB DEVELOPMENT
CONTENT MARKETING
SOCIAL MEDIA PUBLIC RELATIONS
HOW A CELEBRITY CHEF EVENT
BEAT HBO TO TREND
#1ON
OVERVIEW▪4 simultaneous dinners
▪20 celebrity chefs
▪Live broadcast
ELEMENTS: TECHNOLOGY▪Developed microsite, rsv25.com
▪Created custom hashtag- driven social media feed on site
▪Pulled from Facebook, Twitter, Instagram
▪Approval gate
▪Video player
ELEMENTS: PUBLIC RELATIONS▪Wire releases ▪National ▪Regional
▪Calendar listings
▪Focus: food, recipe & restaurant media
ELEMENTS: BUZZ-WORTHY WARM-UP EVENTS▪6 events / 7 months
▪PR & social program for each
▪Focused on wine & food influencers
▪Open to consumers
ELEMENTS: COMMUNITY DEVELOPMENT PACKAGE▪Distributed to affinity groups
(chefs, other PR teams, bloggers, sponsors)
▪Hashtag: #RSV25
▪Assets: Images + Tweetable pre-written posts
▪Social addresses for all participants
ELEMENTS: BLOGGERS▪ 10 food & lifestyle blogger-
hosted viewing parties
▪Packages ▪$250 gift certificate ▪Celeb dinner wines
▪50 wine blogger product reviews ▪Celebrity chef dinner wines
ELEMENTS: ENTER-TO-WIN EVENT TICKETS▪Advertising ▪Facebook (variety of ad units) ▪Twitter
BEHIND THE SCENES▪Live blogger at every location
▪Pre-loaded posts
▪Geofenced every event
▪Social listening rooms for influencers
▪Dedicated ▪Reposter ▪Engager ▪Social videos ▪Social stills ▪Monitoring and approving ▪Onsite tech support
RESULTS: SOCIAL▪New post every 6.7 seconds
▪Over 3700 posts on event day
▪27% increase in RSV’s social footprint
▪Trended #1 on Twitter
▪68 million media impressions
RESULTS: BOTTOM LINE▪Sold out the event
▪Generated more than $1 million in product sales
▪Doubled their goal conversions
▪5X ROI
RESULTS:
RESULTS:
CONTACT Carin Oliver Direct: 415.508.5796 Cell: 323.491.5580 Email: [email protected] Skype: carin.galletta Twitter: @AngelsmithInc LinkedIn: www.linkedin.com/in/carinoliver/ Slideshare: http://www.slideshare.net/InkFoundry/newsfeed
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