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Pabst Blue Ribbon: Responsive Social Media By Paul Meyers

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From the SocialPro Conference in Seattle, Washington, June 20-21, 2016. SESSION: Responsive Social Media: Reacting To Real-Time Events. PRESENTATION: Pabst Blue Ribbon: Responsive Social Media - Given by Paul Meyers, @thepaulmeyers - Pabst Brewing Co, Director, Digital Marketing. #SocialPro #12A

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Pabst Blue Ribbon: Responsive Social Media By Paul Meyers

  1. 1. #SocialPro #12A @thepaulmeyers SocialPro Conference – June 20, 2016 PABST BLUE RIBBON Responsive Social Media
  2. 2. PAULMEYERS DIGITAL MARKETING DIRECTOR
  3. 3. WHY DOES THE SUPER BOWL MATTER? PabstBlueRibbon.ResponsiveSocialMedia #SocialPro #12A @ThePaulMeyers
  4. 4. BRIEF HISTORY OF RTM DURING THE SUPERBOWL PabstBlueRibbon.ResponsiveSocialMedia #SocialPro #12A @ThePaulMeyers
  5. 5. BRIEF HISTORY OF RTM DURING THE SUPERBOWL PabstBlueRibbon.ResponsiveSocialMedia #SocialPro #12A @ThePaulMeyers
  6. 6. SOCIAL MEDIA COMMAND CENTER PabstBlueRibbon.ResponsiveSocialMedia #SocialPro #12A @ThePaulMeyers
  7. 7. PABST BLUE RIBBON’S COMMAND CENTER PabstBlueRibbon.ResponsiveSocialMedia #SocialPro #12A @ThePaulMeyers
  8. 8. WHY TWITTER? PabstBlueRibbon.ResponsiveSocialMedia #SocialPro #12A @ThePaulMeyers
  9. 9. WHY TWITTER? PabstBlueRibbon.ResponsiveSocialMedia #SocialPro #12A @ThePaulMeyers
  10. 10. KNOW YOUR BRAND & HAVE A PLAN PabstBlueRibbon.ResponsiveSocialMedia #SocialPro #12A @ThePaulMeyers
  11. 11. THE PABST GAME PLAN PabstBlueRibbon.ResponsiveSocialMedia PRE-GAME: • Let our fans know we’re getting involved in the #SB50 conversation #SocialPro #12A @ThePaulMeyers
  12. 12. THE PABST GAME PLAN PabstBlueRibbon.ResponsiveSocialMedia GAME TIME: • CELEBRITY PLAY: When he’s not being paid… Knowing that our competitors paid to have celebrities represent their brands in ads, we prepared organic images of these same celebrities drinking PBR
  13. 13. THE PABST GAME PLAN PabstBlueRibbon.ResponsiveSocialMedia HALFTIME: • #BetterWaysToSpendHalftime
  14. 14. THE PABST GAME PLAN PabstBlueRibbon.ResponsiveSocialMedia THE LAST WORD: #SocialPro #12A @ThePaulMeyers
  15. 15. THE RESULTS PabstBlueRibbon.ResponsiveSocialMedia TOTAL SOCIAL IMPRESSIONS: 22 MILLION  PABST BLUE RIBBON’S MOST ENGAGED TWEET OF ALL TIME  TOTAL SOCIAL ENGAGEMENT: • Over 12,000 mentions of Pabst Blue Ribbon during SB50 • Comparatively… #budlightparty received roughly 11,000 tweets and they paid over $5 million to advertise #SocialPro #12A @ThePaulMeyers
  16. 16. REACTIONS FROM CONSUMERS PabstBlueRibbon.ResponsiveSocialMedia #SocialPro #12A @ThePaulMeyers
  17. 17.  RULES OF SOCIAL ENGAGEMENT • Keep it Simple – “Don’t overthink it” - A few words and a picture will do • Have a Consistent Voice - Establish a brand voice - Speak consistently to your audience • Know Your Audience - Let them drive the bus - Deliver meaningful content KEY TAKEAWAYS PabstBlueRibbon.ResponsiveSocialMedia

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