"My goal over the next 12 months is growing our Facebook Page to 300k fans with Vocus apps, as they have been very strategic in helping us develop a fun, engaging custom page so far."

- Jonathan Boring, Social Media Director
  @boringwineguy

California Wine Club Profile

The California Wine Club is a wine-of-the-month club featuring labels from the state's small family owned wineries. Since 1990, the Boring family's mission has been to introduce wine enthusiasts to new wines that can be proudly served in the home.

The company's website details every possible configuration of the service, in addition to providing options for gift giving. The club has been a press favorite, having been featured in Robb Report, Reebok, and Bon Appetit. Their monthly magazine 'Uncorked' provides an up-close and personal look at the limited production wines and helps to spread awareness of the clubs among enthusiast circles.

Objective:

Despite the company's successes with 'traditional' media, they had a largely untapped opportunity to expand the business with a smart Facebook strategy.

By customizing their Facebook Page, Social Media Director Jonathan Boring intended on allowing current fans to increase their interactions with the Page, bringing awareness to new fans via the News Feed. Vocus' Deal Share app was a perfect fit, as it directly contributed to sales, but also provided incentive for buyers to share the deal with friends. In addition, a creative use of the Viral Wave app could help many enthusiasts convert their friends and family.

The Results:

After activating a selection from Vocus' app suite, the California Wine Club had grown their budding Facebook Page by over 8,000 fans. The company specifically honed in on the Deal Share app and the Viral Wave app to spread awareness among wine enthusiasts and drive new member sign-ups to show how a growing brand can improve their social presence without foregoing new revenue opportunities.

The Deal Share app provided the company with a new source for ringing the cash register - it generated 50 new customers. For a monthly subscription service, each new Club customer has a significant lifetime value.

The company's textbook use of the Viral Wave app - 'friends don't let friends drink bad wine' - helped gain an additional 3,500 fans without spending a penny. It simply motivated their current fans to spread the word of good wine.

(Click the images to view each campaign, or visit the California Wine Club on Facebook.)

Vocus Apps Used:

The California Wine Club used the following mix of apps to get more impact from their Facebook Page:

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