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How food & drink firms use social media & digital engagement
 

How food & drink firms use social media & digital engagement

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Presentation from the Beyond Social 2013 event in Birmingham, October 2013

Presentation from the Beyond Social 2013 event in Birmingham, October 2013

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    How food & drink firms use social media & digital engagement How food & drink firms use social media & digital engagement Presentation Transcript

    • ©WEBER SHANDWICK 2013 All rights reserved @wsscotland / @craigmcgill #beyondsocial2013 • #brumdished • UGC flagging up the best Birmingham had to offer • More than 10,000 submissions • Councils, tourists boards, individuals all getting in touch raising awareness • Hashtag reached millions of people • More people cooked and ate out, raising awareness • Birmingham also had the Dine Birmingham event #futurefoodies Birmingham’s the right place for nom, nom, nom
    • ©WEBER SHANDWICK 2013 All rights reserved @wsscotland / @craigmcgill #beyondsocial2013 • @tesco • Lack of press due to other events • Online to the rescue • SEO benefits • Longer engagement • Increase in sales Tesco Enjoy the Taste of Scotland (and Belfast and elsewhere)
    • ©WEBER SHANDWICK 2013 All rights reserved @wsscotland / @craigmcgill #beyondsocial2013 • Scotsmen who couldn’t give away their beer • Took to the world • Had a story and a product • Engaged, engaged, engaged • Bypassed all the traditional models • No Portman Group • No advertising BrewDog • Results: • On sale in more than 70 countries • Turnover of £10.7m in 2012 - £3.4m in 2010 • @brewdog / brewdog.com
    • ©WEBER SHANDWICK 2013 All rights reserved @wsscotland / @craigmcgill #beyondsocial2013 • Many saw it as an average whisky despite award wins • Hugely engaging Master Blender @the_nose • Took to YouTube, Facebook, Twitter, Google Hangouts with a passion & regular updates • Put a fan on the side of F1 car • Team monitored for opportunities, built an audience • Results: • Invited to Twitter HQ • World’s first brand Google+ event • Sales up, brand awareness up in new sector Whyte & Mackay
    • ©WEBER SHANDWICK 2013 All rights reserved @wsscotland / @craigmcgill #beyondsocial2013 • Started as a blog post talking about whisky at South Pole • Online showed demand • CNN used basic YouTube video, National Geographic made a one-hour TV show • More than £5million of whisky sold • A success through seeding and engagement • Not a crowdsourced whisky – Glenmorangie Caskmasters did that – but the interest was crowdsourced Shackleton whisky
    • ©WEBER SHANDWICK 2013 All rights reserved @wsscotland / @craigmcgill #beyondsocial2013 • Scotland’s other national drink • Cheeky advertising and online presence lead to real world results • Scotland’s main examples of online engagement: this and Hurricane BawBag • Bottles spotted on eBay for £50 • @newfromIRNBRU Irn Bru: taking on Coke in a funny way
    • ©WEBER SHANDWICK 2013 All rights reserved @wsscotland / @craigmcgill #beyondsocial2013 • Artisan restaurant in Aberdeen - @musaaberdeen • Little budget for advertising but @musajohn a strong, engaging person • Looked at @illegaljacks @redonionglasgow @BurgerMeatsBun went engaging online • Used data • Talks about others, not itself • Results: • Most special events booked after reading about online • People ask chefs for advice online • Engaged audience rallies round restaurant and staff • Higher profile than many restaurants with large ad budgets Musa
    • ©WEBER SHANDWICK 2013 All rights reserved @wsscotland / @craigmcgill #beyondsocial2013 • Be on the main channels and always look for the new channels • Don’t have a strategy for Facebook or Twitter – have a strategy for engagement • Mobiles are the new PCs • Use your data – what do your analytics tell you? • You are only good media if you are regular media • Think like a punter not like your boss – online is not about you • Aligning to business goals still an underappreciated skill Pointers and tips: what’s the win?
    • ©WEBER SHANDWICK 2013 All rights reserved @wsscotland / @craigmcgill #beyondsocial2013 • Any questions? Ask away! Or grab me on • @craigmcgill • cmcgill@webershandwick.com • LinkedIn.com/in/craigmcgill • @wsscotland • webershandwick.com Thank you