1. SOCIAL MEDIA OVERVIEW December 2013 PRESENTED BY 1 January 2014 Instagram Strategy – Mezzacorona

2. Instagram January 2014 Instagram Strategy – Mezzacorona 2 People who use Instagram, do so frequently throughout the day. Beneficial for branding and developing consumer relationships

3. Red Bull “Share Your Wings” Red Bull’s Summer promotion “Share Your Wings” used instagram to connect with the lifestyle of the brand and give its consumers a live-response platform January 2014 Instagram Strategy – Mezzacorona 3

4. Heineken “Scavenger Hunt” January 2014 Instagram Strategy – Mezzacorona 4 Hosted an innovative contest that was exciting and engaging. One of the most creative campaigns. Hidden images to find throughout the 250 individual photos.

5. Starbucks January 2014 Instagram Strategy – Mezzacorona 5 An emphasis on the various ways to enjoy Starbucks. Their instgram is a compilation of fan photos that feature the diversity of situations starbucks fits into. Drinks have personalities and the images chosen to represent them create a universal appeal—there is something for everyone.

6. To Gain Followers: January 2014 Instagram Strategy – Mezzacorona 6 Mezzacorona Contest – Create a representative image of Mezzacrona Wine and a unique hahstag – Users must follow the Mezzacorona Instagram, and repost the image with the hashtag and the instagram handle – Choose participants at random to receive a bottle of Mezzacrona Wine or some other incentive (wine-lovers gift basket, favorite framed Mezzacorona Mantra saying, etc.) Prompt users to take a picture of their interpretation of Mezzacorona Moment or Mantra and tag the Instagram account as well as the particular hashtag – The picture with the most “likes” will be posted on all Mezzacorona social media outlets

7. To Engage Followers: Where’s Mezzacorona? – Have users submit photos of Mezzacorona from unique locations – Reward creativity Wine Scavenger Hunt – Each day of the week, encourage users to submit a picture from a specific topic relating to wine that they would receive clues about via the Instagram account What wine are you? Create personality traits associated with each wine and then ask users which one they identify with. – Pinot Grigio – Chardonnay – Moscato – Cabernet Sauvignon – Merlot – Pinot Noir January 2014 Instagram Strategy – Mezzacorona 7

8. Influencer Relationships – search #mezzacorona and find users who have posted about the product and connect with those users – Send wine bottles to influencers to sample in exchange for a shoutout: tagging Mezzacorona – Have a gathering/party with Mezzacorona wine available – Research and familiarize with their tone and pitch an image that fits in with their Instagram account – Find out which instagram accounts also have blogs and use that as an outreach tool January 2014 Instagram Strategy – Mezzacorona 8

9. Conclusion January 2014 Instagram Strategy – Mezzacorona 9 Survey of social media class Beneficial to look at the reasons users choose to interact with or follow an instagram account.