Gallo Family Vineyards
I became Gallo Family Vineyard's Community Manager for their social networks (Facebook and Twitter) and wouldbe responsible for providing recommendations and monthly reporting. To prepare for the launch of their Facebook and Twitter page for Feb 2011, I was responsible for creating and presenting a social communications plan for 2011-2012.
We used listening tools and Simmons Consumer Research to determine target, and upon those agree upon a suitable voice for the brand. BBDO was also responsible for creating a 'brand book' that tells the story of the Gallo Brothers in light of this brand.
Throughout the 6 months as acting Community Manager, I did the following:
- Grew the Facebook community to 80,000 "likes" and Twitter community to 600 followers
- Provided recommendations for Facebook and Pandora Ad targeting
- Structured the Gallo Family and Sara Evans Twitter Party, which gained around 500,000 impressions over 1 hour
- Recommended approrpriate media buy for 2011
- Presented monthly scorecard-like reporting to Gallo brand team using the Social Radar listening tool