2. Agenda
➔ SWOT Analysis
➔ Social Media Audit
➔ Target Audience
➔ Key Messages
➔ Recommended Platforms
➔ General Tactics
➔ Platform Tactics
➔ Time Management
➔ Analytics
3. ➔ Location
➔ Followers
○ 768 on Facebook 4/15
○ 44 on Twitter 4/15
○ 578 on Instagram 4/15
➔ 10-12 vendor accounts
➔ One year contract with Empire
➔ Distributing & bottling at
brewery
➔ Local sourcing ingredients
➔ Offer barrels and half barrels
➔ Duplicate social media accounts
➔ Few employees
➔ Only two beers available
➔ No regional distribution
➔ New company
➔ No tours
➔ No hops contract
SWOT Analysis
Strengths Weaknesses
4. ➔ Connections to local music
scene
➔ Building a community
○ Tastings
○ Festivals
○ Fairs
➔ Popularity of craft beer
increasing
➔ Location
○ College town - target audience
○ Close to shore - brand
➔ Low winter tourism
➔ Direct competitors in region
○ Social media presence
➔ Maintaining competitive prices
➔ Competition is already
established
➔ Limited supply of hops
SWOT Analysis
Opportunities Threats
5. ➔Company labeled as “Food and Beverage”
➔769 likes
➔Talk about current brewing information
Most likes:
Tuesday,
Wednesday,
Thursday
Public:
Shows % of page
“likes”
from the current
week
“About”
➔ Shows a map of the company's
location
➔ Incorporates how Lone Pine will
impact consumers
Social Media Audit
6. ➔Established a biography
➔578 followers
➔Fair amount of traffic on
photographs@LonePineBrew
ing
Social Media Audit
#LonePine
#SharingALon
e
#LonelyNoMor
➔ Reply to every comment
○ Connects consumers to the
brewery
➔ Videos are beneficial / interesting to
consumers
7. ➔No biography
➔No posts
➔Not following anyone
○ Have 44 followers
Social Media Audit
#LonePine
#SharingALon
e
#LonelyNoMor
@LonePineBeer
➔ Tweet Daily
○ Searchable tweets
○ Tweet about where the beer is/will be distributed
8. ➔Gender neutral
➔According to craftbrewingbusiness.com,
craft beer targets 21 to 34 year olds
➔Appetite for adventure
➔Nature enthusiasts
➔Income between $75,000 and $99,000
(9.4% in Portland)
➔Women 25 to 50 years old
Target
Audience
9. Key Messages
Try Lone Pine
➔ Men ages 21-34
Beer makes them feel like one with nature, channeling their
inner ruggedness
➔ Men ages 35-55
Family man who cherishes being outdoors & living the American
Dream
➔ Women
Beer brings style and flare with a citrus-infused, bitter free,
pleasant and easy-going lifestyle
Hashtags: #LonePine #SharingALone #LonelyNoMore
10. Key Messages
Share Lone Pine
➔ Men ages 21-34
○ Details about upcoming beer and events with visual appeal
and personalized communication
○ Post about a tasting and show pictures of beers
➔ Men ages 35-55
○ Informational communities with personalized
communication
○ Flavorful descriptions
➔ Women
○ Photographs with updates on brewing
○ Social experiences at the tap room or outside venue
○ Want to know the nutritional information of beer
12. General Tactics
Daily engagement
Can be different on Facebook, Instagram, and Twitter
Visual references
Brewing process
Use the 80/20 rule
Hashtags
#LonePine #LonelyNoMore #SharingALone
#CraftBeer
○ Frequency of use
○ Timing
○ What hashtags to use
○ Following trends, like #TBT
13. Publicize events
○ Time is the only cost
○ Measurable
Tag users and pages
○ Time is the only cost
○ Expand brand awareness
Follower engagement
○ Share photos, videos, text-only, quizzes, etc.
○ Reply to comments
Facebook Tactics
Top 3 types of
shareable
content:
1. Amazing and
surprising
imagery
2. Trendy topics
3. Inspirational
14. Product marketing
○ New beers
○ New locations
○ Where beers are being distributed
Photos and videos
○ Include location
○ Hashtags
Use #CraftBeer
○ Anyone can be directed to the Lone Pine page
○ Anyone can share photos of Lone Pine products
Instagram Tactics
Custom
Hashtags
#LonePine
#SharingALone
#LonelyNoMore
Location
hashtags make it
easier for
15. Product marketing
○ Word of mouth
○ Engagement
Follower growth
○ Building a following
○ Consistency to increase brand awareness
○ Analytics track how much attention posts are receiving
Tags and hashtags
Tagging users
Location, trending, common hashtags increase reach
Twitter Tactics
Custom
Hashtags
#LonePine
#SharingALone
#LonelyNoMore
Create a poll to
learn what beer
fans like best
16. Time Management
Monday through Saturday @ 6 AM, 12 PM, 2 PM, and 5:30 PM
Four times daily, except Sunday
Monday and Thursday @ 5 PM and 2 AM
Four times per week
Monday through Friday @ 3PM
Saturday @ 1 PM
One time daily, except Sunday
17. ➔Receive basic analytics reports for free
➔Predict the best times to post content
➔Schedule social media content updates
Expect at least three months for analytics to stabilize
Reduce social media time to one hour a
day
