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 internal communication Integrating social data 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?
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 from your competition & allows you to share value with prospects
Facebook Focused on consumers Use business pages Interact! Photos Events/holidays Age restrictions? Promote community service
Twitter It’s a handshake Perfect the tweet 140 characters Link to content Use the hashtag
Instagram 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!
Pinterest 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 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 27
Social and Mobile encouragecustomer engagement Mobile Offers and promotions More data for sentiment analysis Local emphasis 28
Social and Mobile amplify eachother’s impact Time Place Relationships in Real Time Gamification
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… Introduction of new products Event marketing Product Evaluation Seasonal and holiday opportunity Community Support Newsjacking 32
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
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Need Help? www.blytheco.com/bam Freemarketing grader report – email us at firstname.lastname@example.org 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