Telling Our Story
How are we communicating the Costaflores story with the world, and what noise are we making to ensure that The OpenView Project project gets talked about? These are the two components of "Telling Our Story".
How are we going to tell our story, and ultimately, how do we gain traction?
Well, if we are to follow the advice found within the book, TRACTION, How Any Startup can Achieve Explosive Customer Growth we simply need to identify one of the 18 possible communications channels and develop and exploit a strategy for that channel.
Publicity
Unconventional PR
Search Engine Marketing (SEM)
Social and Display Ads
Offline Ads
Search Engine Optimization (SEO)
Content Marketing
Email Marketing
Viral Marketing
Engineering as Marketing
Business Development (BD)
Sales
Affiliate Programs
Existing Programs
Trade Shows
Offline Events
Speaking Engagements
Community Building
In this section, we will describe how we address the issue of gaining traction with this project. This involves three phases:
Explore different channels and strategies,
define target audiences, and
build tools and metrics for tracking our progress.
Social Media Strategy and Runbook
Our Social Media strategy should define the processes and tasks associated with our periodic activities surrounding social media. Essentially, we want to create a task list in our runbook, defining all the activities we should be doing daily, weekly, monthly, quarterly, and yearly, as it relates to the major social media outlets (facebook, twitter, youtube, instagram, etc.).
Using tools like Audience, Netvibes, etc.
Tools
Create 10 categories of non-time specific content to serve as postable material on social media.
For each category, develop 10 posts.
Each post should contain:
<140 characters of text to accommodate twitter.
Photos or video
Link to more extensive article on www.costaflores.com
Define a frequency for posting on each social media platform.
Create a table/spreadsheet, listing categories and posts. For each post, we should indicate, when and where (social media platform) these posts have been made, if the posts were promoted for a specific target audience, how much was spent, and what was the feedback.
Req | P | Definition | Owner | Notes |
|---|---|---|---|---|
6.1.1 |
| Define examples on how have wineries used social media on the past for success |
|
|
6.1.2 |
| Analyze current state of social media network, prepare the infrastructure to start focusing on growth, and brand awareness |
|
|
6.1.3 |
| Select 2 social networks that best fit our potential customers and create a plan for each one. |
|
|
6.1.4 |
| Define the specific audience to target, based on the projected budget to be used |
|
|
6.1.5 |
| Define a content style guide, how will it be created, in what schedule, by whom. |
|
|
6.1.6 |
| Analyze the terms and conditions of different platforms to define what the reach and limits are. |
|
|
6.1.7 |
| Define a goal for the first month, six months, and a year, With an objective month over month growth. |
|
|
6.1.8 |
| Define a weekly testing process for the creation, and tracking of social media efforts |
|
|
6.1.9 |
| Define a blueprint for dealing with community management, asking for feedback |
|
|
6.1.10 |
| Define a privacy policy to be uploaded to the site, which is necessary for advertising on them. |
|
|
Req | P | Definition | Owner | Notes |
|---|---|---|---|---|
6.2.1 |
| SEO, SEM processes to be executed daily, monthly, weekly, yearly, implemented in the runbook. |
|
|
6.2.2 |
|
| Find 10 keywords to focus on | |
6.2.3 |
| Youtube |
|
|
6.2.4 |
|
| Define 10 cities and customer target. Criteria large populations of Argentine people outside of Argentina, Tech centers, and other factors. | |
6.2.5 |
|
|
| |
6.2.6 |
|
| Target 50 influencers | |
6.2.7 |
|
| Analyze target audience and research of paid advertising | |
6.2.8 |
| Investment |
|
|
Media Dashboard
We want to present, in a single dashboard, a visual portrayal of the noise we are making about the brand (social media, press, events, etc.), the repercussions generated on-line (likes, shares, hits, followers), and how this converts to winecoin sales.
Using Netvibes, Mixpanel, Google Analytics, and other tools, we can track this information, and present in a public dashboard.
Req | P | Definition | Owner | Notes |
|---|---|---|---|---|
6.3.1 |
| Measure and plot over time, views, hits, likes, conversions, followers. |
|
|
6.3.2 |
| Plot over the same time posts, media events (articles, episodes, mentions), interventions (live events). |
|
|
6.3.3 |
| Plot winecoin sales. |
|
|
6.3.4 |
| Plot the value of winecoins and Costaflores stock. |
|
|
6.3.5 |
| Facebook bots |
|
|
Marketing Initiatives
The Luck Hunters
Req | P | Definition | Owner | Notes |
|---|---|---|---|---|
6.4.1 |
| The Luck Hunters treatment document information |
|
|
6.4.2 |
| Interview in One Young World |
|
|
6.4.3 |
| Sizzle Reel |
|
|
6.4.4 |
| Uyuni video |
|
|
6.4.5 |
| Images |
|
|
6.4.6 |
| The Luck Hunters' Website |
|
|
Merchandising
Here we show different merchandising material that we create to provide to restaurants, shops, and other points-of-sale. We want to explain each of the items and link to our sales portal (prestashop) where visitors can buy the materials if they like.
Req | P | Definition | Owner | Notes |
|---|---|---|---|---|
6.5.1 |
| Wine Penguins |
|
|
6.5.2 |
| Aprons |
|
|
6.5.3 |
| Bottle Opener |
|
|
6.5.4 |
| Keychain – stopper / harvest coin |
|
|
Costaflores Global Vineyard
Req | P | Definition | Owner | Notes |
|---|---|---|---|---|
6.6.1 |
| Explain Costaflores Global Vineyard |
|
|
6.6.2 |
| Map pointers for CGV plantations, with info window for each – photo and text |
|
|
6.6.3 |
| Serial number, and web registration for the user |
|
|
6.6.4 |
| Mechanism to ping CGV farmers periodically, requesting photos, etc. |
|
|
6.6.5 |
| Option for selling $100 probe station: camera, moisture sensor, temperature sensor, wifi. Time-lapse photo. |
|
|
Trade events
Customer tours
Costaflores Organic Vineyard events
Extreme Wine Tasting
The Malbec Boots
Key Press people
Find the people in the press whom we have identified and want to cultivate to do a proper story about the project.
Req | P | Definition | Owner | Notes |
|---|---|---|---|---|
6.7.1 | 1 | Create a strategy for identifying key press individuals. |
|
|
6.7.2 |
| Develop a plan to contact these reporters. |
|
|
6.7.3 |
| Create a mechanism for tracking hits and misses in reaching mavens. |
|
|
6.7.4 |
| Define a process for following up with regular information for reporters. |
|
|
Mavens
Identify influencers, bloggers, writers, cool people...
Req | P | Definition | Owner | Notes |
|---|---|---|---|---|
6.8.1 |
| Create a strategy for identifying Mavens. |
|
|
6.8.2 |
| Develop a plan to contact mavens. |
|
|
6.8.3 |
| Create a mechanism for tracking hits and misses in reaching mavens. |
|
|
6.8.4 |
| Define a process for following up with regular information for mavens. |
|
|
Press outlets
Identify ideal press outlets where we would like to be covered.
Conferences
What conferences and events would we like to have a presence?
Bitcoin / Cryptocurrency conferences
Organic agro events
Wine events
Economic and development forums
Other technology and business forums
Artistic events
Sonar+D 2018
Launch events
Where, when, and what should our launch events look like? Should they piggyback other larger events (i.e. off-events at London Wine fair, vinexpo, etc.?)
The OpenVino Project Evangelism
Create an "evangelist packet": information that our closest allies, project participants, and identified mavens, can easily:
explain the project
share materials
provide a token (merchandising, wine, winecoins,?)
Req | P | Definition | Owner | Notes |
|---|---|---|---|---|
6.9.1 |
| Create a strategy for project evanglists. |
| Create a prototype for Amanda Barnes. |
6.9.2 |
| Build an "evangelist toolkit" |
|
|
6.9.3 |
| Create a database for tracking evangelist contacts |
|
|
6.9.4 |
| Determine what tokens we give to evangelists. |
|
|
6.9.5 |
| Create a mechanism to share new content with evangelists, so that they can repost with ease. |
| Check out tool, like advocate hub for creating incentives for evanaglists to share content. |
6.9.6 |
| Engage university communications academia to create a project for students about OpenVino. |
| Texas A&M University Communications Professor Dr. David Tarvin is open to this, pending more information on the project. |
6.9.7 |
| Create a moniker for OpenVino enthusiasts, to be used in hashtags. |
|
|
Content to share: press kits, videos, social media shares.
Martian Wine Federation
Req | P | Definition | Owner | Notes |
|---|---|---|---|---|
6.10.1 |
| Logo |
|
|
6.10.2 |
| Style Guide |
|
|
6.10.3 |
| Merchandising |
|
|
6.10.4 |
| Website |
| Old website style |
Building a Style Guide for Costaflores.com
Req | P | Definition | Owner | Notes |
|---|---|---|---|---|
6.11.1 |
| Logo usage | Mister Sinatra |
|
6.11.2 |
| Colors | Mister Sinatra |
|
6.11.3 |
| Font | Mister Sinatra |
|
6.11.4 |
| Spacing | Mister Sinatra |
|