Micro breweries & social media

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Micro breweries & social media

  1. 1. www.twintangibles.co.uk 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 Contact us +44(0)7717714595 www.twintangibles.co.uk info@twintangibles.co.uk © twintangibles 2011
  2. 2. www.twintangibles.co.uk 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)
  3. 3. www.twintangibles.co.uk Social Media Presence
  4. 4. www.twintangibles.co.uk acebook • 25/26 have a Facebook Page (incl. 2 community pages and 1 page as part of hotel/pub attached) • Number of Fans: o 5000 ca. for Brewdog; o Max nr. of fans (excl. BrewDog): 1993 o 14 pages have under 100 fans o 4 pages have under under 10
  5. 5. www.twintangibles.co.uk 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
  6. 6. www.twintangibles.co.uk 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.
  7. 7. www.twintangibles.co.uk 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
  8. 8. www.twintangibles.co.uk 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
  9. 9. www.twintangibles.co.uk 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)
  10. 10. www.twintangibles.co.uk 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
  11. 11. www.twintangibles.co.uk Our strategy pillars • Tailored Targeting • Integration of services • Consistency • Method • Tracking and Analysis • Links with tourism/brewery associations • Strong focus/link with review websites
  12. 12. www.twintangibles.co.uk 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
  13. 13. www.twintangibles.co.uk 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
  14. 14. www.twintangibles.co.uk www.twintangibles.co.uk info@twintangibles.co.uk @twintangibles

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