Social media presents an exemplary tool through which Le Vignoble can increase its customer reach and extend its exposure to the market. Social media provides several avenues through which Le Vignoble cannot only make its existence known to people all across the world but also expose the public to its products and services and explain why they are superior to those of competitors. A niche with the customer will be created.
On an overall scale, the use of social media by the company will bring about several key benefits.
The gaining of traffic
- The company already has a website. Just like the social media sites, the website is mainly intended to expand the people’s exposure to the company and its products. The website is a more logically organized site which provides a lot of information about the company.
- Unlike the social media where the company can only, for instance deliver one message at a time or one aspect of the company at a time, the website provides wholesome information about the company that ranges from its products and services, prices, company’s board and management, company’s motto and goals, vision statement, mission statement and other important aspects (Safko 46).
- Unfortunately, directing traffic to a company’s site can be a tricky affair. This is where social media will of crucial use to the company. The company can utilize its social media site to post links to its main website.
- It can also post snippets from its main website to the social media sites, and people can be prompted to go to the main website to get the entire content. This will increase the company’s overall traffic, and it will become more express for the public. Social media allows customer to make suggestions, leave comments about services and the company can then respond to the comments and in the process, a bond is created with the customers (Baird et al. 32).
- At the same time, it should be noted that social media should not simply be used for engagement with the customers (Safko 50). It can also be used to drive the customers to the company’s business page which is the website thus enabling the company the to educate the user about its work.
Legitimize brands
- The use of social media will greatly aid in customer acquisition through legitimizing its brands. Customers who come across a brand may shows interest in the it, but they might want to find out more about the brand before, they, for instance, decide to buy and use it.
- Social media will be crucial use. Customers may not be willing to go to the company’s website, but they may tend to look for the brand’s social media page in order to get more information on it (Kietzmann 245).
- Since a social media site will be constantly updated with posts and comments about the company’s products, customers can easily get the relevant information they require abut a certain company’s brand, such as a type of wine. In addition, the number of fans of a particular brand can also greatly help in legitimizing a brand, for instance if the company sets up a Facebook page for one of its wine brands and the page manages to get several hundred thousand like, new clients may take this as a sign of the brand’s legitimacy and may therefore become fans themselves.
- Research has already proven this fact. It has shown that more than 65% of customers who search for information about various business and brands are likely to utilize those business and brands that have an active social media presence or that have active social media site for interacting with customers and clients (Kietzmann 247).
Increase sales
- Social media will enable the company to increase its sales and therefore achieve its profit strategy. Social media will facilitate social marketing of the company’s products.
- Through social media, the company will increase its brand awareness and also legitimize its brands. These strategies are enough to boost the overall sales of the company. However, social media will also help to boost sales by inserting elements that steer the customers and potential clients towards the right sales funnels (Hinchcliffe and Kim 36).
- As the company will post links in the social media sites that will link customers to various products. Adverts and promotion content will also be used through social media to target the audience who are no yet fans of the company. Social media will enable the company to identify user’s preference and it might, therefore, adjusts its business operations and production mechanisms in order to meet customer's preferences. In addition to posting links to products, social media might allow the company to sell directly to customers.
Strategy
Mission statement
Vision Statement
These are the suggested social media tools to be utilized.
Facebook
- This is the most popular social media tool. Started in 2005, this social networking site has grown in popularity, and it currently boasts of more than 1.3 billion users across the world. The site offers an exemplary avenue through which Le Vignoble can market itself and expose itself to the hugely diverse consumer market.
- One advantage of this social media tool is that it comprises of a series of “friends” networks with each user having an average of 130 friends (Shih 23). This means that if the company is able to reach one of this friends, there is a likelihood of this individuals ‘friends” being exposed to the company. This is because Facebook has a system that allows all friends to view each other’s activities (Shih 25).
- Therefore, other friends will be able to see when one of their friends likes the official Le Vignoble page on Facebook or when this friend comments on a post put up by the company. This, therefore, becomes a kind of a viral activity whereby the company is increasingly exposed with diverse networks of friend.
- The utilization of this social networking tool will commence with the creation of an official Facebook page. This page will adopt the “business” framework so that potential customer, and other persons of interest can simply hit the “like” button and be able to receive all the company’s posts and notifications.
- The company will use this page to market itself. It will post a message related to its current products and services, their features and characteristics and prices.
- The page will also be used to inform followers of any emerging trends in the company. In addition, the page will be used to collect customer feedback, suggestions, and complaints. Each of this will be addressed to simply on the page but also in the overall company operations.
- In addition to the creation of official Facebook page, the company will also engage with Facebook’s advertising segment so that adverts in the form of pop-ups can appear in the user’s home page.
- Facebook will indeed be a very crucial tool for Le Vignoble’s social media strategy. Research shows that people all across the world spend around 700 billion minutes every month on Facebook. In addition, more than 50% of all Facebook users log into the site every single day
- This is another social media site that ranks only second to Facebook in terms of subscribed users with more than 24 million users currently (Culnan 244).
- This site has tools that are quite similar to Facebook and can be used once again to expose the company's products and activities to the wider world.
- Users can follow the Company’s official twitter account and will be able to receive things such as posts, messages and links that the company puts out.
- The tool also enables active engagement with the consumer as the consumer can make suggestions, opinions and can also ask questions that can then be answered by the company’s social media marketing staff.
Blogs
- A blog is essentially an online journal or a web. The blog is maintained by an individual or content with regular commentaries of entries. These may include for example descriptions of events, videos about products and services and so on.
- A company’s blog will be a crucial social media marketing strategy, and there is a variety of reasons to use it. There are currently more than 200,000,000 blogs on the internet. Research also indicates that about 80% of all intent users constantly log into blogs and read the content of these blogs.
- Bloggers may update the content on daily, weekly or monthly basis. More than 55% of individuals and companies that own and run blogs claim that these blogs have helped them propel the company to a leadership position in the relevant industry of market. In fact, more than 60% claim that their exposure to industry players such as customers have been increased from blogging. In simple terms, many companies claim that they are currently better known because of their blogging endeavors.
YouTube
- This is a platform that allows people to post and share videos. These may include personal videos, lifestyle videos, music, movies, promotional and marketing videos and so on (Mangold and Faulds, 360).
- YouTube is currently the fourth largest site on the internet overall. In terms of video sites in the internet, it is the largest. Every single month, more than 1 billion users log in to YouTube to watch online videos on various things. More than 5 billion videos streams occur every month. Every single minute, more than 15 hours of video are uploaded.
- YouTube is an exemplary tool through which the company can market itself. This is because of the added features that it encompasses. In addition to just texts, the site allows the company to make video content that can be used to promote itself to the general public and audience. The company can make promotional videos which it will then upload to YouTube which will then be exposed to a global audience.
- The fact that YouTube is a global site means that the company will be exposed to a global audience. YouTube also has the ability to make a video go viral, and if the company makes a specifically interesting video, it may end up going viral earning the company enormous exposure.
Works Cited
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