Downtown Napa Social Media Management

Downtown Napa is located in the heart of the Napa Valley in Napa, California. The primary focus on this account was driving “heads in beds” for guest stays during the week as well as off-season times. The hope on this account was to drive awareness. The key way in doing this was inviting @NapaDowntown at the time, into the conversations, strategically utilizing HootSuite to establish conversation flows.

As users published public wine conversations, I strategically inserted @NapaDowntown into the conversation on items like #wine #winewednesdays #napadowntown #DoNapa or #NapaValley. I would even engage the local regions to say “visit us on your way to San Francisco” as users were sharing real-time photos across Twitter and Instagram.

The conversation segmentation was a strategic social listening tool for me to strike up real-time conversations and insert “hidden gems” into the discussion. Through my real-life experience of the region, I would provide recommendations and tips on a daily basis. This real-time engagement caused the account to flourish!

Key elements to the brand strategy included:

• Social Media Scheduling

• Brand Voice

• Image + Asset Management

• Content Calendar + Planning

• Content Management

• Blogger and Influencer Marketing

• Social Media Contest Management

• Contest Rules

• Web design (redesigned)

• Data visualizations

• Photography / Videography direction

• Content clips for social media

• Paid Social Media Advertising

Channel Management: Instagram, Facebook, Twitter, Pinterest, YouTube

Success Points:

• Increased visitation to Downtown Napa by 86% with the team, the first year on the account.

• Increased account exposure by 1 Million impressions the first month on the account.