Spellbound Wines and Oberon Wines
Social Media Services Shift
& New Pilot Program Opportunity

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We strongly believe that the relationships built and nurtured through social media are incredibly valuable to your business.

As your social media partner, we know that connecting with customers in social media through publishing relevant content provides insights no other marketing channel can offer. The conversations between the brand and the customer are essential to the success of social media activities. These conversations kick off relationships and come in many forms:

  • The constant flow of questions and comments from the community on content

  • The back and forth about products and services

  • The interaction with customers on posts

  • All Direct Messages (DMs) and Private Messages (PMs)

  • The opportunity to review the profiles of people who interact with the brand

As the brand, you get to know your customers: what they like, what resonates with them, their opinions on your product and their personality types. You can tailor your marketing to them and refine this targeting regularly to gain new customers while maintaining a loyal community.

We invite you to own your social.

What does that even mean??

Let us explain. We are excited to empower your in-house team, the folks onsite and close to the inner workings of the company, to be in direct contact with your customers. The in-house team will take over the social media management side of social media (we explain this in detail below and here,) allowing for quick and accurate customer service, relationship building with key users, engagement and growth of the accounts, all while learning what your customers are into and listening to their feedback.

We’re never going to leave you hanging - we’re always here to help you navigate the ever-changing social media world. If you need assistance interviewing candidates for an in-house role, let us know. If you need us to stay on as your backend social media directors, let us know. There are many ways we can continue to support your team.

Starting October 1, 2019, we are shifting Untapped Media Inc. to be your strategic social media and content marketing partner. As a part of this company transition, we are phasing out social media management on October 1, 2019.

As social media professionals who have been in this industry since the beginning (almost a decade!), we know the value of being close to your community, of engaging with people, one on one. We take pride in becoming your brand and speaking to consumers as your brand, however owning your social media is extremely important to your social media success. By moving social media management in-house, the direct connection between the brand and the consumer is solidified and becomes stronger with every interaction. We have seen the results of social media success when the interaction is truly between the brand and the consumer.

On August 27, 2019, we are giving 30(+4)-day notice on our current master agreement. You have the option to end the master agreement on September 30, 2019, or join our Pilot Program for October through December 2019.


Before we jump into the Pilot Program details, let’s go over how we approach social media marketing:

Breaking down social media management: It all starts with the strategy: that strategy is reviewed and continually referenced as the direction our social media ship sails. Content is planned and created/collected. That content is then scheduled/posted natively. Published content is monitored every 4 hours  (no longer than 12 hours between monitoring, especially for IG Stories) , customer service is handled, and UGC is collected. On the backend, continual organic engagement is performed, engagement on brand posts is done, and influencer outreach is done. Monthly reporting is reviewed and future content is optimized based on what is working/not working.

Breaking down social media management: It all starts with the strategy: that strategy is reviewed and continually referenced as the direction our social media ship sails. Content is planned and created/collected. That content is then scheduled/posted natively. Published content is monitored every 4 hours (no longer than 12 hours between monitoring, especially for IG Stories), customer service is handled, and UGC is collected. On the backend, continual organic engagement is performed, engagement on brand posts is done, and influencer outreach is done. Monthly reporting is reviewed and future content is optimized based on what is working/not working.


As we alluded to above, let’s get into what social media management entails.

What IS
Social Media Management?

Own your social media

Content Publishing

  • Publish all content directly to the platforms

  • Add secondary hashtags to all Instagram posts

  • Tag all relevant accounts

Community Management and Engagement

  • Monitor posts after they’ve been published

  • Engage with all comments on posts (like/comment)

  • Review posts that the brand has been tagged in

  • Monitor brand location tags (where applicable)

  • Engage with all User Generated Content (UGC)

  • Collect User Generated Content (UGC), gain permission to share content

  • Monitor Instagram DMs for Story tags within each 24 hour period, every day

  • Monitor Instagram DMs for messages

Organic Growth and Engagement

  • Search brand hashtags

  • Search relevant industry hashtags

  • Search peripheral hashtags (i.e. competitors, partners, aspirational partners, other lifestyle alignments)

  • Search nearby location tags (where applicable)

  • Engage with other users’ posts

  • Watch Instagram Stories

  • Watch Facebook Stories

  • Sharing Instagram Stories

  • Engage with key partners and users that align with the brand

  • Monitor Instagram DMs within each 24 hour period

Influencer Outreach

  • Record potential influencers for future partnerships

  • Engage with relevant influencers on their content

  • Start DMs with relevant influencers

  • Create relationships and mutually beneficial programs, like sending press samples or swag for content

Reporting

  • Review monthly reports

  • Analyze data, make educated changes to social media efforts 

  • Use insights to test 

Advertising

  • Boost posts

  • Create in-feed/Story/Messenger ads to drive website traffic or profile engagement

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When you interact directly with your community performing social media management tasks, you can research who you are talking to and get an immediate sense of the type of person your customer is. Over time, these insights will accumulate and build on each other, giving you a true look into you buys your product and who is invested in your brand. 

Customer service and continuous engagement are at the core of social media management. By taking social media in-house, you can quickly answer questions, provide solutions and continue the conversation with the community in the natural brand voice. You are able to glean insights that can feed larger marketing, sales and PR activities. Constant feedback from the community can drive blog posts, define content and post types, and even inspire new marketing campaigns. 

By owning your social media management, you are able to make these connections and have these interactions with your customers directly. You will get gut feelings about content, marketing direction and even hashtags that you can only get by being engaged directly.


But We Hired You to Manage Our Social Media!

You did and we understand that completely. Social media is a huge beast. There are many facets to this marketing channel, and we have created a new proposal that still supports your social media activities, primarily focused on strategy and content. Your success is important to us and we have created a proposal to transition into a new set of services if you’d like to test it out with us in our Pilot Program.


How Will We Do Social Media Management In-House?

With our help! We will provide your team with the support you need to be comfortable with social media management. We will give ideas on how to be efficient and checklists to help with daily management.

This Pilot Program is a new way of looking at social media services. 

  • We will provide you with the tools you need to be successful in managing social media in-house

  • We will train your team member or multiple team members on how to do social media management

  • We will give your team a social media management training documentation for reference & guidance

  • We will offer consulting hours for brainstorming, questions, challenges and issues that may arise during the transition


What Is the Timing Again?

On August 30, 2019, we will give 30-day notice on our current master agreement.

Our team will continue to manage social media per the agreement during September 2019. You will decide if you’d like to end the agreement on September 30, 2019, or test out the Pilot Program starting on October 1, 2019.


What does this Pilot Program look like?

This pilot program will run from October 1, 2019, through December 31, 2019.
If you are happy with the new services, we would love to renew the master agreement with you on January 1, 2020 as a 6- or 12-month retainer.

Under the Pilot Program, Untapped Media will manage everything in teal, the in-house team will manage everything in orange.

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What We Will Manage and Provide

  • Train team member(s) on social media management (3 hours between Oct - Dec 2019)

  • Provide training documentation for social media management

  • Consulting hours for challenges, questions, issues (3 hours/month)

  • Content 

    • Content Planning

      • Continually review strategy

      • Implement any requests from in-house team for content needs

      • Content scheduled in web-based software calendar by 20th of each month so in-house team has time to review and move where applicable

    • Types of Content Based on Current Strategy

      • Marketing content

      • Seasonal content

      • Flow content

      • Content campaigns

      • Content series

    • Flow Marketing Content Production

      • Internal Untapped Media team will brainstorm content ideas based on current strategy & direction

      • Determine visual asset type per post based on strategy

        • Photo: smartphone or professional camera

        • Video: standard, Boomerang, GIF, Hyperlapse, animated text, animated still image, slo-mo, stop motion

      • Research holidays and “holidays”, quotes, copy ideas

      • Collect and/or buy props

      • Determine location

      • Style image/video: product, props, lighting, place

      • Shoot (smartphone or pro equipment may be used)

      • Save raw asset to Dropbox

      • Edit still image

      • Optimize for social media 

      • Save final asset to Dropbox

      • Copywriting

      • Provide all brand hashtags to team on October 1

      • User tagging where applicable

      • Content revisions available for hourly fee

    • Content Scheduling

      • Web-based software

      • Upload visual asset and enter post copy on correct day of the month

      • Crop visual asset where applicable

      • Add hashtags in post caption (IG, TW)

      • Add tags in post copy (IG, FB, TW)

      • Leave content in Draft phase (grey)

  • Content Calendar Software Access

    • We will continue to be admins on your content calendar until December 31, 2019

    • After December 31, 2019, we will discontinue the use of the web-based software and work with you to find a solution for your team

  • Reporting Software Access

    • We will continue to provide monthly flash reports to your team from our reporting software until December 31, 2019

    • We can provide consulting hours to explain each reporting element

    • Your team will review internally upon receipt

    • After December 31, 2019, you can choose to purchase your own reporting software license and we will work with you to find a solution that fits your needs and budget

  • Project Management & Consulting Hours


What You Will Manage

  • Social media management

    • Monitor posts after they’ve been published

    • Engage with all comments on posts (like/comment)

    • Review posts that the brand has been tagged in

    • Monitor brand location tags (where applicable)

    • Add secondary hashtags to all Instagram posts

    • Engage with all User Generated Content (UGC)

    • Collect User Generated Content (UGC), gain permission to share content

    • Monitor Instagram DMs for Story tags within each 24 hour period, every day

    • Monitor Instagram DMs for messages

    • Organic Growth & Engagement (3 hours per month)

      • Search brand hashtags

      • Search relevant industry hashtags

      • Search peripheral hashtags (i.e. competitors, partners, aspirational partners, other lifestyle aligments)

      • Search nearby location tags (where applicable)

      • Engage with other users’ posts

      • Watch Instagram Stories

      • Watch Facebook Stories

      • Sharing Instagram Stories

      • Engage with key partners and users that align with the brand

      • Monitor Instagram DMs within each 24 hour period

    • Influencer Outreach

      • Record potential influencers for future partnerships

      • Engage with relevant influencers on their content

      • Start DMs with relevant influencers

      • Create relationships and mutually beneficial programs, like sending press samples or swag for content

  • Content Calendar Software Access

    • Your team will take on admin roles within the software from October 1, 2019 until December 31, 2019

    • Admin roles allow your team members to move our content, create your own content and make any and all edits to content as needed

    • After December 31, 2019, your team can choose to purchase a license for content calendar software, whether it’s the one we use or a different one, and we can assist in this choice based on your needs 

  • Content Publishing

    • Your team will be responsible for actively publishing all content to each social media channel

      • Move our content from Draft (grey) to Approved (green) after review

      • Within the software, approved content for Facebook and Twitter will automatically post to those channels

      • Your team will need to natively publish Instagram feed posts and Stories with the email/app prompt from the software

    • Your team will be responsible for creating and publishing all Facebook events

    • Your team will be responsible for adding the secondary hashtags to all Instagram posts

  • Reporting

    • Your team will use the provided flash reports from our reporting software to measure your community management, organic growth and overall social media management efforts

    • If you need assistance in reviewing the reports, we will provide training hours on reporting elements

    • After December 31, 2019, your team can choose to purchase a license for reporting software, whether it’s the one we use or a different one, and we can assist in this choice based on your needs

  • Advertising

    • Your team will be responsible for creating, publishing and managing/optimizing all social media advertising, including boosted posts

  • Content Production: Your team can produce additional content if desired

    • Ideas for possible content from the in-house team: events, seminars, workshops, vineyard updates, winemaking updates, press, awards, accolades, rush team requests, urgent company communications


Because this is a pilot program, we are flexible and nimble. We know that adjustments may need to be made to make this work and to ensure that each piece of social media is covered. We would like to keep the lines of communication open at all times during this transition and are here to support your team along the way.


What’s Next?

On August 30, 2019, Untapped Media gives 30-day notice on the current master agreement. Please notify Untapped Media by 5pm on September 6, 2019, if you would like to join the Pilot Program or if you would like to cease services on September 30, 2019.

If the in-house team decides to move forward with the Pilot Program, the following timeline will begin:

  • In September 2019, Untapped Media will continue to manage social media per the agreement.

  • On September 11, 2019, Untapped Media will provide the in-house team with a new master agreement for the Pilot Program.

  • On September 17, 2019, Untapped Media will provide the in-house team with training documentation and social media management checklists.

  • In the last two weeks of September 2019, Untapped Media & the in-house team will determine if training is needed or if consulting hours will suffice.

  • On October 1, 2019, the in-house team will take over social media management (publishing content, monitoring, community management, organic engagement, organic growth, customer service, report review, ads, boosted posts per the list above).

  • On October 8, 2019, we will have our last status call. We will review September numbers, look at year-to-date numbers (as much data as we can pull through our reporting software) and wrap up any details.

  • From October 1 to December 31, 2019, Untapped Media will continue to create content as we have been and scheduling it in the HeyOrca calendar. All content will be left in Draft phase.

  • From October 1 to December 31, 2019, Untapped Media will provide three total training hours to the in-house team if needed.

  • During October, November and December 2019, Untapped Media will provide three hours of consulting each month to assist on process, questions, challenges and issues that may arise.

  • On December 15, 2019, the in-house team will notify Untapped Media if they’d like to continue this new service starting January 1, 2020, in a custom 6- or 12-month retainer.

  • If so, a new master agreement will be sent for signature no later than December 20, 2019.

  • On December 31, 2019, the Pilot Program ends.

If the in-house team decides not to move forward with the Pilot Program, Untapped Media will cease social media services on September 30, 2019.

During September 2019:

  • We will provide a Dropbox link to all visual assets

  • Dropbox link expires on October 31, 2019

  • The strategy will be provided

  • We will provide a status of ongoing projects

  • We will provide the September 2019 report for the in-house team to review

  • We will provide a year-to-date report with available data

  • Our October 8 status call will be canceled


We are thrilled to help you own your social media. We understand that this may be a lot and a new concept, so we’re here to walk you through our idea and the Pilot Program over email or we can setup a call.