Welcome to Episode 1659, Making Social Media Work for a U.S. Audience with Kristen Reitzell and Alessio Inama . This is the wine2wine Business Forum 2022 Series. The sessions are recorded and uploaded on Italian Wine Podcast. wine2wine Business Forum is an international wine business event, held annually in Verona, Italy since 2014. The event is a key reference point for wine producers and a diverse variety of wine professionals gather to develop and expand their wine business worldwide. Abstract: With today’s consumer spending more time online than ever before (except for perhaps March 2020), it is critical for brands to understand how to utilize social media not just as an awareness tool, but as a meaningful conversion strategy. As an owned communications platform, social media offers brands the opportunity to control their message, engage directly with their community, and measure performance. Kristen Reitzell, SVP Communications & Digital Marketing at Jackson Family Wines, can give attendees a breakdown of the social platforms that are critical to U.S. consumers and how to use them to grow your business, from content creation to amplification (advertising) to community management. Kristen will discuss the importance of these owned channels for both large and small brands, and the value of meaningful and impactful content. She will discuss how to optimize content creation for a U.S. audience as well as working with influencers. Kristen will also touch on how impressions can lead to improved discoverability to drive awareness, attract new consumers, and ultimately, sell wine. More about today’s speaker: Kristen Reitzell Kristen Reitzell is the Senior Vice President of Communications & Digital Marketing at Jackson Family Wines. Kristen manages all aspects of the company’s communications strategy, overseeing corporate and family communications, as well as PR and digital marketing across the company’s global portfolio of wineries in California, Oregon, France, Italy, Australia, Chile, and South Africa. Connect: Instagram: @vineball Facebook: www.facebook.com/khoranreitzell Twitter: @vineball Linkedin: www.linkedin.com/in/kreitzell/ More about today’s moderator: Alessio Inama Alessio Inama is referred to by his brothers as the “creative director” of the family company. The nickname refers to the fact that his role in sales, communication, marketing and packaging care goes beyond simple management, but combines the artistic and analytical aspects. Connect: Instagram: @alessio_inama Facebook: www.facebook.com/sciso LinkedIn: www.linkedin.com/in/alessio-inama-229b6082/ _______________________________ Let's keep in touch! Follow us on our social media channels: Instagram www.instagram.com/italianwinepodcast/ Facebook www.facebook.com/ItalianWinePodcast Twitter www.twitter.com/itawinepodcast Tiktok www.tiktok.com/@mammajumboshrimp LinkedIn www.linkedin.com/company/italianwinepodcast If you feel like helping us, donate here www.italianwinepodcast.com/donate-to-show/ Until next time, Cin Cin! Thanks for tuning in! Listen to more stories from the Italian Wine Community here on Italian Wine Podcast!