2. About
Alicia Anderson
@aliciakanderson
Apryl Hanson
@aprylhanson
Booth 417
www.blytheco.com/bam
Always on Target
3. What Will You Learn Today
What is Social Now?
Tour through the tools
Social + Mobile
Unique Opportunities in Beer
4. What Is Social Now?
A communication method
Part of your overall sales/marketing plan
Based on sharing information
Create value
Tie to business performance
Key to Inbound Marketing
5. What is Inbound Marketing?
Use content to attract leads
to your company
Driven by web, social,
search
Get found and attract
customers
Cheaper than outbound
6. Social Media Today
More than just the tools
Much more about content curation
No longer just a body count
Mobile and local
The Social Enterprise
Using social for internal
communication
Integrating social
data to sales/service
7. How to use Social Media
Build brand awareness
Connect with customers
Promote events
Educate consumers and
retailers
Get consumer feedback
Influence SEO
Integrate platforms
8. Special Concerns
Compliance – Age-gating
User-generated content – does it comply with
laws and codes?
13. Survey Results
2011: Social media adoption was slow, with
only 33% of the SMB respondents planning to
use social media.
2012: Of those surveyed, 40% of the SMBs
plan to use social media in 2012, despite a
quarter of respondents stating they do not feel
comfortable using social tools.
15. Importance of Content
Who is your
target audience?
What are they
looking for?
What content do
they want?
Your content is what
sets you apart from
your competition &
allows you to share
value with prospects
16. Facebook
Focused on
consumers
Use business
pages
Interact!
Photos
Events/holidays
Age restrictions?
Promote
community service
17. Twitter
It’s a handshake
Perfect the tweet
140 characters
Link to content
Use the hashtag
19. Instagram
An app for taking and editing photos
Visual content to share
Integrates with Twitter and Facebook
Highly mobile-friendly
Use good descriptions
Can also use hashtags
20. YouTube
Sharing videos
Over 800 million unique users visit YouTube
each month
What works best?
Demos, How-tos
Food pairings?
Index content in description
Drive action
21. Blogs
Great for getting found
Subscribe and social info
Call to action
22. Google +
Use it to promote pages
on your site
Cross-promote content
that is on FB, Twitter
Good opportunity to get
ahead of your
competition – many
brands are lagging
here!
23. Pinterest
Great for visual content, set up
categories
Get the chicks!
24. Website is still Core
Websites are evolving
Strong landing pages
Good calls-to-action
Simple pages
Tools to measure web and social
together
Include social media buttons
Share AND Subscribe AND +1
25. Integrate
Share blog posts on Twitter and Facebook
Share Instagram photos on Twitter
Put social sharing buttons on your website and
blog posts
Put the Google+ “+1” on your website and blog
posts
Link from Pinterest to your website/blog
Use tools to make it easy: HootSuite, Tweetdeck,
HubSpot
Share videos on Twitter
27. Social and mobile
Much customer
content in social
media comes from
mobile devices
Capturing and
understanding that
data allows
businesses to become
more responsive
It’s a two-way medium
27
28. Social and Mobile encourage
customer engagement
Mobile Offers
and promotions
More data for
sentiment
analysis
Local emphasis
28
29. Social and Mobile amplify each
other’s impact
Time
Place
Relationships in Real Time
Gamification
31. Opportunities with Consumers
Brand awareness
Educational info
Gather consumer data!
Keep an eye on the competition
Align with sales and forecasting
Pay attention to compliance!
No “giveaways”
Partner with non-alcohol brands/events
32. Consumers…
Introduction of new
products
Event marketing
Product Evaluation
Seasonal and
holiday opportunity
Community
Support
Newsjacking
32
34. Opportunities with Suppliers
• Share what they create
• Build a strong, positive image
• Optimize concert or sports sponsorships
• Customize national messaging to local
• Understand the competition
• Help them understand consumer trends
36. Opportunities with Retailers
Strengthen partnerships
Who are they?
Are they social?
Where are their customers?
Incentive programs
Educate them!
Differentiate
Share special offers
QR codes on POS display
Help audience find beers
37. Social Media To-do List
Start with baseline measurements
Listen to conversations
Start to engage in conversations and
build rapport and followers
Create calendars/timelines
Create content
Start promotion of content with CTA
Measure – adapt - repeat
38. What to Measure?
Website visits
Transactions
Mentions
Blog subscribers
Net new customers or partners
$ per transaction/revenues
Cost savings vs. traditional marketing
39. Learn from the best
Hubspot 30 days free
Marketingprofs
Marketing.grader.com
40. Need Help?
www.blytheco.com/bam
Freemarketing grader report – email us at
social@blytheco.com
Other beer resources
Brand Protection for the Craft Beer Industry
Turning Social Media into Profits in the Beer
Industry
White papers, case studies
www.beerstrategy.com
Notas del editor
Challenge - See yourself as a marketing organization.
Your website is the hub of all marketing activity for your company in Inbound. Cheaper – I’ve heard outbound marketing referred to as “rental”…you’re paying for a spot or a piece of someone’s time. Inbound is more about “building assets”…investing in content that you own and that people seek out – indirectly, they pay you for it!In Hubspots’ 2012 State of Inbound Marketing Report, they found almost half of companies – 47% - are putting more $ in inbound – your competitors are doing it.Hubspot is a company I’ll refer to a few times here…they provide an inbound marketing system that we use and we sell – full disclosure. But even if we didn’t, I urge you to use their resources.
Curation – a targeted, editorial approach. Delivers value. Authentic and human.Engagement, quality, and value matter more than numbers of likes, followers, etc.
http://adage.com/article/digital/twitter-tool-greenlight-alcohol-brands/235146/Twitter has partnered with Buddy Media to create an age verification tool for Twitter as of June 2012For example, if a user leaves a comment that makes you think he’s underage or drinking and driving – what is your responsibility?Facebook settings/permissions allows setting age restrictions
Beer Institute – industry lobbying group. Voluntary ad code = guidelines for good practices
From a Zoomerang survey from November 2011 of over 1,000 SMB decision makers. They are TORN - 40% said NO they won’t use social, 20% said they don’t know.
Age restrictions – is it different than a TV commercial?West Side Beer – our client (and Altec’s)…love their home brew contest and photos – contests, fan photos, local happeningshttp://www.fastcompany.com/3001871/your-facebook-fans-are-hiding-your-posts-alarming-rateFor far too long marketers focused on maximizing fan count instead of maximizing fan engagement, and now we’re paying the price. This has nothing to do with Facebook’s algorithms and has everything to do with content marketers put in front of their fans...in many cases content our fans don’t want to see.Rather than commenting or hiding posts, fans will just unsubscribe.Focus on quality fans, real buyers, not the body count. Watch frequency, experiment with new types of content
Still in beta – rolling out in 2013.Shows up on desktop and mobile.Comes from @TwitterSurveysFill out survey right on the Tweet!Easy, fast = more response = more engagementFREE
What to blog about?
Women make 85% of all purchases of consumer goods25% of beer consumption is women – huge opportunityWomen are 82% of Pinterest users
Websites are no longer online brochures. Not about search position – It’s about relevance and engagementTools to measure – SproutSocial
blog posts that are shared on Twitter have 113% more inbound links than those that aren't shared on social media per HubSpotMake it easy – HootSuite, HubSpot, Tweetdeck
Untappd is a mobile app that allows you to socially share the brew you're currently enjoying, as well as where you're enjoying it, with your friends!GamificationLocation based, share beer info with friends. Beer management interface, curate your offerings, engage in conversations with consumers, and analyze consumer trends
Are they using your product everyday or just special occasions? Drinking away from home or at home? Are they younger/older, men/women? Are they food people? Health-focused.Think locally – like West Side Beer’s homebrew contest. Build loyalty with local groups.Align with sales (what do they know that you don’t?): upcoming special events, recent competitive pricing and promotional activity, retailer closings and openings, and other external conditions, even align with finance to accurately predict demand
Community support – Green/environmental initiatives, anti-underage drinking efforts, anti-drunk driving, the economic contribution of distributorsNewsjacking – inject angles/ideas into breaking news in real-time.
Powers was the NBWA’s 2011 Craft Beer Distributor of the Year – they do it well.
Suppliers make huge investments in marketing, creating an image – take advantage of it at the distributor levelShare what they create – press releases, new commercials – it’s ready-made content to share socially, easy, cheapHelp producers understand trends so they can adapt more quickly – like smaller sizes of cans, 4-packs, cans, growlers (quality control issues – brewers don’t like them but consumers do)
In some areas, convenience stores are a big outlet type. They want a different approach to a partnership than a restaurant or grocery store. The right mix of products for them will be different – customize the messaging – maybe they need more focus on budget beers in areas hit hard by unemployment. Learn who are their customers? Growing Hispanic populations, aging populations, college students – what do they want?Restaurants and bars were early adopters of social – they recognize the power of it (word of mouth, recommendations) and are often on FourSquare, doing offers (Groupon, Living Social)Brown Distributing – 2012 Craft Beer Distributor of the Year – announced last week at the Great American Beer Festival in Colorado, presented jointly by the NBWA and the Brewers Association.
Also, look at marketing leaders. What can you learn from some of the best operating websites out there like Amazon.com – Zappos.com – apple.com – sephora.com – Sephora BTW has the highest ranked website for awards and customer experience. Even though these companies are in different industries from you there is something to be learned from them. Also we might want to mention that book that Gary read that he loves about web design called “Don’t make me think” – maybe we should get a copy or two to give-a-way.