Stormhoek Vineyards

In: Computers and Technology

Submitted By minelir
Words 1420
Pages 6
Resumen Del Caso
Stormhoek Vineyards es un pequeño viñedo localizado en África del Sur. La compañía tuvo ventas anuales en el 2005 de solo $3 millones, sin embargo con la tecnología Web 2.0 las ventas aumentaron a $10 millones en el 2007 y proyectaban que iban a llegar a $30 millones en el 2010. La compañía ideo una campana de mercadeo llamada “100 Geek Dinners in 100 Days”. Cada cena iba a estar organizada por una persona. La cena se iba a usar para catar vinos por varias docenas de invitados en el Reino Unido y Estados Unidos. La pregunta que se hacían era como iban a conseguir 100 personas que organizaran una cena para catar vinos y como iban a conseguir que asistieran de 40 a 60 invitados a cada evento. La contestación a su pregunta fue la implementación de la tecnología Web 2.0. El plan de la compañía consistía en lo siguiente:
• “Blogging”- El CEO de la compañía matriz de Stormhoek, Orbital Wines, en colaboración con Hugh Macleod, un muy conocido “blogger”, escribieron docenas de “blogs” sobre el evento, solicitándole a voluntarios que sirvieran de organizadores del evento. Entre las personas incluyeron a otros “bloggers” y a entusiastas de vino.
• “Wiki”- Usando tecnología “wiki” le proveyeron a cada voluntario la información del contacto y localización. La tecnología “wiki” era principalmente usada para relaciones de gestión de clientes. Esta incluía caricaturas y otro tipo de promoción.
• “Podcasts”- Usaron Web de contenido RSS para enviarle noticias y análisis de vinos a los correos electrónicos de los participantes.
• Enlaces de Video y Fotos - El “blog” corporativo apoyaba enlaces de video. “Bloggers” podían “cut” and “paste” enlaces incorporados a los videos de YouTube directamente en una entrada. La compañía también posteaba videos en YouTube.
• Shopping - El sitio de “blog” actuó como un portal de Stormhoek e incluía soporte para la…...

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