Did we use the wrong platform? Did we have poor content? Did we give our customer what they want instead of what we want (also see How to Improve Your Facebook Feed – From the Chatterbox Blog)? Take the time to know why you won or lost and pivot. If you have found something that works, DRIVE IT! If you have missed the mark on your goals, try to understand why you fell short. Pivoting is probably the most important part of the process. Only honest reporting (including successes and shortcomings) will allow you to understand what direction you need to take next. Did you gather 100 email addresses for your promotion? Did you get 1,000 people to share your image? It is easy to sugarcoat stats on social media. Reporting should directly compare the social actions generated to the goals set out in the planning stage. Time spent, cost of ads, and activities generated from your campaigns should all be consistently compiled for reporting. Tracking can be one of the most arduous parts of a campaign, but also the most important. Now it is time to get intimate with the stats. So now you have set goals, chosen the right platforms to distribute, and created your content/ads (also see How to Optimize Your Facebook Ads– From the Chatterbox Blog). This info graphic (from Melissa Leiter’s Blog – How to Choose Social Media Platforms) is a great overview of the most relevant platforms in social media and their best attributes. Know thy customer and give them what they want where they can find it. Where do your customers spend their time? Do they like to discover new content? Do they prefer pictures, blogs, or video? Once you have determined what goals best suit your company objectives you must then decide what social platforms to use to deliver your information. Take the time to set your goals based off of your business needs and determine what social action will assist that goal. Some of our larger winery clients with large fan bases find the best return is from the creation of an exclusive Facebook offer for their customers to generate sales, whereas our smaller winery partners are often better served to capture email addresses to add to their data base. Is success defined as lead generation, clicks to your website, email addresses gained, or contest entries? Before you can determine and track ROI you need to know what will add the most value to your company. This part seems like the simplest thing to determine but can prove to be tricky. Here are 3 tips to help you get on the right track now. Tracking ROI is proof that your efforts are working. Posted metrics for 2017 were 4 percent annual conversion rate on total calls made, 13 percent of potential customers contacted and $641 average order value for the year, rising to $1,103 during the hot wine-sales months of October and November.Do you spend (seemingly) endless time on your social media and have no idea if it is successful? Are you standing on the sidelines wondering if social media is even the right thing for your company? Well, this article is intended to give you some actionable “to dos” that will help you define social ROI and measure its effectiveness. The company claims it can increase sales conversions for luxury winery direct-to-consumer merchandising efforts by 3-5 percent by its “secret sauce” method of email followed by phone calls. The plan is to keep the Chatterbox team, including General Manager Steven Smith II.Ĭhatterbox on its website said it has worked with about 100 wineries and now focuses mainly on vintners in Napa and Sonoma counties. “We immediately recognized Chatterbox’s ability to generate greater DTC sales and revenue,” said Alex Pagon, managing partner of Third Leaf, in the announcement. Third Leaf had hired Chatterbox last year to run DTC campaigns for portfolio brands and realized its potential to move a lot of wine without big discounts. The Napa-based firm announced Tuesday that it was acquired by an investment group led by Third Leaf Partners, a San Francisco-based financier, adviser, manager and operator of beverage and luxury hospitality businesses in the California North Coast, nationwide and overseas. Chatterbox Wine Marketing has been selling the beverage directly to consumers over the phone for about a decade, and now it’s dialing a new owner of the company.
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