Dear
friends,
On
Monday, October 5th, we will also be discussing about Cork’d, the
wine social network, in our class. A website dedicated to wine lovers, Cork’d
was launched in 2006. It provided wine lovers a place to rate and review wines.
A new version of Cork’d was launched in September, 2009, with a much more
social design. The new model allowed individual users to register for free but
the wineries had to pay high fee for membership. There were many new features
for the individual users for wine related social networking as well as for wine
education. There were no advertisements in the new version.
For
the success of the new version it was necessary that more and more wineries
sign up for the paid accounts. Cork’d strategy was to attract large number of
individual users to the website, who could interact with the paid wineries.
This would be a good marketing place for wineries and they would readily sign
up for paid accounts. Accordingly, the social media strategy of Cork’d, its
content creation strategy, in particular, was designed.
While
the number of free individual users was growing, there were few paid up
accounts of wineries. This was a serious issue of concern.
In
the class on Monday, we will deliberate upon the social media strategy of
Cork’d, with emphasis on its content creation strategy and how social network
was used by Cork’d to create interactions. We look forward for an interesting
discussion. After all, it’s about wines…..
NB :
This blog is jointly posted by Fitore and Sandeep.
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