Whisky & Social Media

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Slides from a talk in 2012 by Craig McGill who has advised a number of whisky and drinks companies on using social media and online engagement to find new customers, keep current customers happy and boost ROI. He was worked with Whyte and Mackay, The Shackleton Whisky, Dalmore, Fettercairn, Jura Whisky, Burns Stewart, BrewDog and many others, including rum and vodka companies. He has also appeared at a number of marketing and alcohol events talking about digital marketing.

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Whisky & Social Media

  1. 1. @CraigMcGill WhiskySocialMedia.com Welcome to the New Media Breakfast #NMBrek
  2. 2. @CraigMcGill WhiskySocialMedia.com What every firm can learn for social media from whisky firms...
  3. 3. @CraigMcGill WhiskySocialMedia.com Social Media 1Be honest up front
  4. 4. @CraigMcGill WhiskySocialMedia.com
  5. 5. @CraigMcGill WhiskySocialMedia.com Lesson 1 No one’s great at everything so play to strengths & do your homework
  6. 6. @CraigMcGill WhiskySocialMedia.com
  7. 7. @CraigMcGill WhiskySocialMedia.com
  8. 8. @CraigMcGill WhiskySocialMedia.com 2Show Relevance
  9. 9. @CraigMcGill WhiskySocialMedia.com
  10. 10. @CraigMcGill WhiskySocialMedia.com
  11. 11. @CraigMcGill WhiskySocialMedia.com
  12. 12. @CraigMcGill WhiskySocialMedia.com
  13. 13. @CraigMcGill WhiskySocialMedia.com
  14. 14. @CraigMcGill WhiskySocialMedia.com
  15. 15. @CraigMcGill WhiskySocialMedia.com
  16. 16. @CraigMcGill WhiskySocialMedia.com Lesson 2 Google/Bing/searches are your friend to find allies
  17. 17. @CraigMcGill WhiskySocialMedia.com 3Start small
  18. 18. @CraigMcGill WhiskySocialMedia.com Whyte & Mackay Safari Hunt • Total rip-off of the Real Radio Renegade concept - but over social media • One member of staff walked about Glasgow/London with £300 of alcohol in backpack • Tweeted/used Google Latitude to give hints to location • First to find him won a £60 bottle of whisky, then prizes reduced
  19. 19. @CraigMcGill WhiskySocialMedia.com Results?
  20. 20. @CraigMcGill WhiskySocialMedia.com Lesson 3 Even when starting small, find out (or even better, define) what makes a win
  21. 21. @CraigMcGill WhiskySocialMedia.com 4Get gallus - Find your story & USP
  22. 22. @CraigMcGill WhiskySocialMedia.com Meet @the_nose Richard Paterson
  23. 23. @CraigMcGill WhiskySocialMedia.com
  24. 24. @CraigMcGill WhiskySocialMedia.com Lesson 4 Something makes you unique, use it (or create it), play to the strengths
  25. 25. @CraigMcGill WhiskySocialMedia.com 5Work out where you want to be - and how you’ll fill it/monitor it
  26. 26. @CraigMcGill WhiskySocialMedia.com God loves an Editorial Calendar • MONDAY – Brand news/Master Blender activities • TUESDAY – Spotlight on a pub selling W&M • WEDNESDAY – Questions for the Master Blender • THURSDAY – Cocktail time • FRIDAY – Round-up of whisky blogs • SATURDAY – New whisky video • SUNDAY – Whisky & women
  27. 27. @CraigMcGill WhiskySocialMedia.com
  28. 28. @CraigMcGill WhiskySocialMedia.com
  29. 29. @CraigMcGill WhiskySocialMedia.com Prime source of stories
  30. 30. @CraigMcGill WhiskySocialMedia.com Your monitoring can give you stories
  31. 31. @CraigMcGill WhiskySocialMedia.com
  32. 32. @CraigMcGill WhiskySocialMedia.com Lesson 5 They’re not sexy but planning, consistency and monitoring essential
  33. 33. @CraigMcGill WhiskySocialMedia.com 6It’s not about you or your site
  34. 34. @CraigMcGill WhiskySocialMedia.com
  35. 35. @CraigMcGill WhiskySocialMedia.com
  36. 36. @CraigMcGill WhiskySocialMedia.com
  37. 37. @CraigMcGill WhiskySocialMedia.com
  38. 38. @CraigMcGill WhiskySocialMedia.com
  39. 39. @CraigMcGill WhiskySocialMedia.com
  40. 40. @CraigMcGill WhiskySocialMedia.com Lesson 6 Spend at least half your time on other sites (remember Lesson 2?)
  41. 41. @CraigMcGill WhiskySocialMedia.com InterludeDid Social Media content earn a whisky firm £5million?
  42. 42. @CraigMcGill WhiskySocialMedia.com
  43. 43. @CraigMcGill WhiskySocialMedia.com Whisky at the south pole • Tale known internally for years, mentioned in press once • Became a podcast and blog post • Bloggers ran with it • Press spotted it (again)
  44. 44. @CraigMcGill WhiskySocialMedia.com Whisky at the south pole • Just shy of 10,000 tweets • CNN ran podcast video • More than 1000 newspaper articles • More than 800 news website stories • Approx 1200 blog posts
  45. 45. @CraigMcGill WhiskySocialMedia.com Did social media make £5million? • YES – Started with a tweet, a podcast and a blog – The social media response showed there was demand for product – The ongoing relationship and sharing of information was carried out via social media – For two years, online/social media were prime sources of information – Social Media kept track of those interested and stayed in touch • NO – People didn’t click on a link and suddenly have the whisky – Process took two years (and may have been done anyway) – Story only really took off after Scotland on Sunday, then The Daily Telegraph, then BBC Online news then the world – Actual selling of product was done by the global marketing and sales teams, backed by strong PR (and social media) push
  46. 46. @CraigMcGill WhiskySocialMedia.com 7How to get the bosses on board
  47. 47. @CraigMcGill WhiskySocialMedia.com Make it about them
  48. 48. @CraigMcGill WhiskySocialMedia.com Lesson 7 Flattery still wins
  49. 49. @CraigMcGill WhiskySocialMedia.com 8Show you’re top dog by NOT talking about yourself
  50. 50. @CraigMcGill WhiskySocialMedia.com
  51. 51. @CraigMcGill WhiskySocialMedia.com
  52. 52. @CraigMcGill WhiskySocialMedia.com Lesson 8 Don’t just regurgitate the press release or play it safe - involve competitors, take a stand
  53. 53. @CraigMcGill WhiskySocialMedia.com 9How to prove it’s worthwhile
  54. 54. @CraigMcGill WhiskySocialMedia.com Proving it’s worthwhile...
  55. 55. @CraigMcGill WhiskySocialMedia.com A Plan B for Analytics...
  56. 56. @CraigMcGill WhiskySocialMedia.com Proving it’s worthwhile...
  57. 57. @CraigMcGill WhiskySocialMedia.com Proving it’s worthwhile...
  58. 58. @CraigMcGill WhiskySocialMedia.com Proving it’s worthwhile... Face to face meeting: £10 Phone call: £2 Online interaction: 40p
  59. 59. @CraigMcGill WhiskySocialMedia.com Customer (support) trends
  60. 60. @CraigMcGill WhiskySocialMedia.com Lesson 9 If you can’t justify why you’re doing this, you’re on shaky ground
  61. 61. @CraigMcGill WhiskySocialMedia.com 10Keep it fresh and fun
  62. 62. @CraigMcGill WhiskySocialMedia.com Macallan on Instagram
  63. 63. @CraigMcGill WhiskySocialMedia.com G+ http://bit.ly/gplusdram http://bit.ly/gplusdram
  64. 64. @CraigMcGill WhiskySocialMedia.com
  65. 65. @CraigMcGill WhiskySocialMedia.com Lesson 10Keep trying new stuff, accept it won’t all be wonderful
  66. 66. @CraigMcGill WhiskySocialMedia.com 11But don’t get seduced by technology
  67. 67. @CraigMcGill WhiskySocialMedia.com
  68. 68. @CraigMcGill WhiskySocialMedia.com
  69. 69. @CraigMcGill WhiskySocialMedia.com
  70. 70. @CraigMcGill WhiskySocialMedia.com Ooops
  71. 71. @CraigMcGill WhiskySocialMedia.com Lesson 11Tech for tech’s sake is not cool
  72. 72. @CraigMcGill WhiskySocialMedia.com And.. . Some mini-tips...
  73. 73. @CraigMcGill WhiskySocialMedia.com • VIDEO – Keep it simple and short - and have good mics • WEBSITES – Pick good domain names - not just brand names • EXPERIMENT – Some stuff you do will fail or not be popular. Learn from it • LINKS – Always try to find new places to leave links • WEBSITES – Don’t have Flash – Make sure your site works on mobiles/tablets • THINK LIKE A PUNTER – Only marketing types use the word ‘inexpensive’ • CONTENT – Have a mix of evergreen material and topical material – The internet loves lists
  74. 74. @CraigMcGill WhiskySocialMedia.com Slainte!

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