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Goose Island: Social Media Seen Through a Glass
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Goose Island: Social Media Seen Through a Glass


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Adam Lilly, Brand Director, Goose Island Beer Company discusses how to evaluate, execute and measure social media campaigns to boost business. Within his presentation you will get tips on how to turn …

Adam Lilly, Brand Director, Goose Island Beer Company discusses how to evaluate, execute and measure social media campaigns to boost business. Within his presentation you will get tips on how to turn online social interactions into earned media through word of mouth marketing.

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  • 1. Social MediaSEEN THROUGHA GLASS
  • 2. Underlying Themes• The message is as important as the medium through which you tell it.• Resources structured around improving storytelling capabilities can be changed quickly to fit your business needs as well as capitalize on evolving technology.
  • 3. 3 Key Takeaways• Make time for one-on-one conversations.• Go behind the scenes.• Celebrate your people.
  • 4. Ideas to reject• Social media is a no/low cost endeavor.• Social media should be delegated.• Leveraging new technologies alone will provide you with social media success.
  • 5. Pub mentality intoSOCIALSTRATEGY
  • 6. BackgroundThe values behind Goose Island’s social mediastrategy were learned during 24 years of sellingthe original social medium – beer. To understandhow we view social media today it’s necessaryto understand why we did what we did way backin 1988.
  • 7. Goose Island• Founded in 1988 in Chicago • With a small brewpub on Clybourn Street• Inspired by pub culture of Europe • Where social drinking is the norm • Families and friends connecting over beer
  • 8. Early Challenges to Success• “Craft” beer did not exist• Beer knowledge was at an all time low• U.S. beer drinking culture was stagnant• Financial restrictions of a small company
  • 9. Why the Pub Succeeded• It showcased a story.• It relied on word of mouth marketing.• It celebrated beer diversity.• It respected the customers.• It was extremely nimble.
  • 10. GI Social Media StrategyGoose Island’s social media strategyderives from the belief that social mediais a storytelling destination that – much like apub – allows for ongoing exploration of and in-depth conversation about a brand story.
  • 11. Why This is Relevant to You• You likely don’t have a pub.• But you do you have a brand story to tell.• Your brand or business has people who care about your brand story.• You care about what people are saying about your brand story.
  • 12. Strategy appliedGOOSE & AB-INBEV
  • 13. The Situation• In early 2011 Goose Island founder, John Hall, decided to sell to AB-Inbev.• The craft beer community divided over the sale. Discussion was heated and taking place primarily on social media.
  • 14. GI Social Media Background• Highly active on beer community websites like since early 2007.• Year old Facebook page with 10,000 fans.• Months old Twitter feed with 1000 followers.• An assistant managing our daily dialogue on social media.
  • 15. The Fears of the Masses• The sale would be a bad thing for Goose Island and craft beer. – The brewery would get shut down. – People would get laid off. – AB would strong arm the craft community. – Recipes would get dumbed down.
  • 16. The Real Story• The sale was in fact a good thing for Goose Island. – We’ve been able to make more great beer. – We’ve been hiring more people. – We’ve have access to brewing resources no other small craft brewer does and the beer has gotten even better as a result. – We’ve been better able to innovate.
  • 17. We Needed to Tell a Story• That couldn’t be delivered in an ad.• That was credible.• That was timely.• That we could tell ourselves.
  • 18. Social Media Allowed us to• Consider our drinkers opinions – By taking time for one-on-one conversations.• Tell our story in depth – By going behind the scenes.• Highlight our people – By celebrating the work that they do and the community that they serve.
  • 19. Announcement Tactics• We got our PR story out quickly via our existing social media platforms.• Then we went relatively quiet on social media for a week.
  • 20. Why Go Quiet?Our drinkers were entitled to have theirown opinions. We felt that letting them sharetheir opinions un-edited on our social mediaplatforms was the socially responsible thing todo.
  • 21. What Happened Next?Hate and vitriol flowed unabated for a fewweeks. Then something we expected to happendid in fact happen. Many drinkers began to say,“I’ll wait and see.”
  • 22. Making time forONE-ON-ONE
  • 23. One-on-OneWhen drinkers asked a reasonable questionabout our future or a choice we made sure theygot a response. Often times personally from asenior level director at Goose Island. We tooktime out for each person that cared enough tocare about our future.
  • 24. Tactics• We re-invested in a person to tell our social media story daily. – Shares information in a timely manner – Triages questions and gets answers – Flags high risk social media scenarios and escalates to upper management – Learned our story and our voice and knows where and how to use it effectively
  • 25. Who Should You Recruit?It’s different for every company. Someonepassionate about your brand or business is agood starting place. Don’t think of this person asan administrator, but rather a storyteller. Theymay already work for you.
  • 26. Results Followers Up by Post Feedback Up 9000 180%
  • 27. The Importance of GoingBEHIND THESCENES
  • 28. Behind the ScenesWe developed a plan to document everythingwe produce as a brewery and share it on socialmedia in a creative and engaging manner. Forthose who were waiting and seeing, theyimmediatelybegan to see what was being made.
  • 29. Tactics• We developed our internal digital documentation capabilities. – Added a second staff photographer. – Bought new AV/editing equipment. – Gave our team time to learn to edit and gave them projects that challenged their skills. – Established weekly dialogue with operations. – Established weekly digital content meetings.
  • 30. Results Views in 2011 Post Views Up 34,000 902%
  • 31. CelebratePEOPLE
  • 32. Celebrating PeopleThe goal of social media is to connect peoplewith people. To counter the fears our drinkershad about our continued local relevancy wedeveloped a plan to highlight the unique peoplethat we have working right here in Chicago. Wetold their story and by extension our own.
  • 33. The Tactics• We rejected the premise that we could put only a polished spokesperson on camera.• We looked for people focused stories that delivered themes of thought innovation or community building.
  • 34. The Results• 50+ employees featured in Social Media content in 2011• 60+ community events recapped on Social Media in 2011.
  • 35. To RecapA brand story expressed via social mediais a powerful force for change when the peopletelling the story are empowered to create goodcontent, quality tools, and people excited insharing their passion.
  • 36. Questions to ask yourself• What story am I telling via social media?• Who are my storytellers?• Are they well equipped?• Would someone be interested enough in our story to listen long enough to finish a pint of beer?