Cinderella Wine is the latest business venture for the Wine Library group run by Gary Vaynerchuk.

If you haven’t heard of him yet – Gary Vaynerchuk took over his family business and grew it into a 60 million dollar business. He leverages social media tools like Twitter and Facebook to promote his daily video blog about wine and has become a leader in personal branding and using the internet for business growth. Read more.

The business

The concept of the website is simple – it sells a selected bottle of wine per night with a free shipping incentive for purchases of three bottle or more.

Let’s take a closer look

The website uses social media to interact with its customers and helps its customers interact with their own networks.

• Includes user generated content in the form of “comments”
• Shows proof of low pricing via text and link to a popular wine shopping search engine
• Includes several ways for visitors to tell their friends about the site
• Surprisingly doesn’t have a link to the Cinderella Wine Twitter account (@cinderellawine)

Content and Design

The website features a professional, clean design with an obvious call to action.

All content and design support this action – to purchase the bottle of wine that is offered.

Proof of the offers value is displayed clearly with supporting evidence including a link to a popular wine shopping search engine.

Content Distribution

Content sharing buttons are located in prime position, encouraging the visitors to share the deal with their network.

There are links to popular social networking sites in addition to a complementary niche network that the audience may be familiar with.

This allows the content to be shared within the visitors network and within a niche network of wine lovers.

Visitor Interaction

The majority of space on the page is taken up with the primary purpose of the website – to sell one bottle of wine multiple times.

All other real estate on the page is devoted to social media – encouraging contribution, conversation and community building. The user generated content also provides social evidence and proof to purchase.

We’ve got discussions about the upcoming wine submitted by visitors and we’ve got reviews from other wine websites.

The approach is ‘don’t take my word for it – here’s what other people are saying’ and is very effective in social media.

What you can use in your own website

Cinderella Wine is a good example of using social media within a business website and giving your audience the tools to take your offer from your home base (your website) and spread it to individuals networks using distribution tools.

The Tweetmeme button, Facebook button and email sharing buttons are all free for you to add into your own website.

What are the niche networks within your industry? Where do the people who are passionate about what you offer spend their time online? Find those places and make sure you give your audience the tools to share your content.

Related posts:

1. Social Media Case Study: U2, You Tube and Twitter
2. Does Cotton On know about its Social Media failure?
3. Social Media is just the Internet – Now
4. Want to know why you should use Social Media and Internet networking?
5. Building Personal Brand Within the Social Media Landscape – Gary Vaynerchuk

Filed under: Case Studies, Do good business online