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Micro breweries & social media

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    Micro breweries & social media Micro breweries & social media Presentation Transcript

    • Micro-breweries go social …or not Summary of findings from a survey of Scottish Micro-breweries’ web social life Glasgow, August-September 2010 Contact us +44(0)7717714595 www.twintangibles.co.uk info@twintangibles.co.uk © twintangibles 2011
    • Survey Highlights
      • 67 surveyed
      • 9 closed (or other names), 1 too big to be a microbrewery (Caledonian Brewing Company)
      • 57/58 relevant microbreweries
      • 54/55 have website (5 as part of hotel/pub they’re attached)
    • Social Media Presence
    • acebook
      • 25/26 have a Facebook Page (incl. 2 community pages and 1 page as part of hotel/pub attached)
      • Number of Fans:
        • 5000 ca. for Brewdog;
        • Max nr. of fans (excl. BrewDog): 1993
        • 14 pages have under 100 fans
        • 4 pages have under under 10
    • Uses of acebook
      • Community Creation
      • Notification service to alert fans/clients
      • Events/Offers notifications
      • Mailing list
      • Using instead of website when website is down or restructuring (Es. Inveralmond)
      • Job opportunities
    • witter
      • 11/12 micro-breweries have a twitter account
      • 7/8 are active (i.e. posted sth in the past week)
      • only 3 are following more than 70
      • 7/8 have more than 100 followers
      • 3630 is the max. nr of followers (BrewDog)
      • High number of followers doesn’t always correspond to high activity, and viceversa.
    • Uses of witter
      • Notification service for:
        • Events/Festivals they’re attending (or not)- - Offers/weeks specials
        • Competitions (i.e. captions competitions)
      • Brewery’s activity: production phase, incl. pictures/videos
    • Uses of witter
      • (advanced level)
      • Personal/random stuff together with brewery’s tweets (good if not too frequent)
      • Asking for suggestions or opinions from clients
      • Orders from clients
    • Clear Lack of STRATEGY
      • Only 7 micro-breweries show links to their Facebook page or Twitter on their homepage/website
      • Lack of Coherence
      • Lack of analysis of returns
      • Lack of method (i.e. people followed on
      • twitter or lack of interaction with fans on FB)
    • Other Web Activity
      • Total lack of integration with Social Networks
      • Scotland’s real ale trail : 8 microbreweries
      • Newsletters/Mailing lists
      • GoogleMaps to show points of retail
      • Youtube
      • Blogs
      • Flickr
      • Polls on website
      • Forums
    • Our strategy pillars
      • Tailored Targeting
      • Integration of services
      • Consistency
      • Method
      • Tracking and Analysis
      • Links with tourism/brewery associations
      • Strong focus/link with review websites
    • Some advanced uses of Twitter/FB to suggest
      • Crowdsourcing/Ideas Repository gathering from suggestions or opinions of clients
      • Customer service
      • Improved use of # to attract more followers
      • FB ads 
      • NorthSocial Apps
      • Review Tab on FB 
    • Other tools available to improve web-presence
      • Soup: to merge all web content in one place
      • Tumblr: esp. for those who haven’t got a website
      • Google ads
      • TripAdvisor/Yelp/Insiderpages
    • www.twintangibles.co.uk [email_address] @twintangibles