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SOCIAL MEDIA 102: THE NEXT STEP
About
Alicia Anderson @aliciakanderson
Apryl Hanson @aprylhanson
Booth 417 www.blytheco.com/bam
Always on Target
What Will You Learn Today
What is Social Now? Tour through the tools Social + Mobile Unique Opportunities in Beer
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
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
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 internalcommunication
Integrating socialdata to sales/service
How to use Social Media
Build brand awareness Connect with customers Promote events Educate consumers and
retailers Get consumer feedback Influence SEO Integrate platforms
Special Concerns
Compliance – Age-gating User-generated content – does it comply
with laws and codes?
Guidelines
http://www.nbwa.org/marketing-and-communications-code
Audience Participation Moment
How many of you are using social media to market your business?
Audience Participation Moment
How many of you are happy with the return you are seeing from your social media efforts?
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.
Tour Through The Tools
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 fromyour competition &allows you to sharevalue with prospects
Focused on consumers
Use business pages
Interact! Photos Events/holidays Age restrictions? Promote
community service
It’s a handshake Perfect the tweet
140 characters Link to content Use the hashtag
Coming Soon…
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
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
Blogs
Great for getting found Subscribe and social info Call to action
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!
Great for visual content, set up categories
Get the chicks!
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
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
Share and share alike
Social and mobile
27
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
Social and Mobile encourage customer engagement
28
Mobile Offers and promotions
More data for sentiment analysis
Local emphasis
Social and Mobile amplify each other’s impact
Time Place Relationships in Real Time Gamification
Untappd
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
Consumers…
32
Introduction of new products
Event marketing Product Evaluation Seasonal and
holiday opportunity
Community Support
Newsjacking
Newsjacking
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
PBR and PBR
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
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
What to Measure?
Website visits Transactions Mentions Blog subscribers Net new customers or partners $ per transaction/revenues Cost savings vs. traditional marketing
Learn from the best
Hubspot 30 days free
Marketingprofs Marketing.grader.co
m
Need Help?
www.blytheco.com/bam Free marketing grader report – email us at
[email protected] 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
