This document outlines Beck's Brewery's digital and social media strategy plan. The plan focuses on selected social media platforms including Facebook, YouTube, and Twitter. It introduces a global marketing approach centered around sports and new campaigns. Key elements of the strategy include creating a global Beck's Facebook page with country-specific subpages, regular YouTube video updates, and using Twitter for social community and publishing. The plan also discusses mobile applications and search engine advertising to provide a comprehensive customer experience. Metrics are defined to evaluate the performance of the marketing strategy across different social media platforms and digital initiatives.

1. Digital
and
Social
Media
Strategy
Plan
-­‐
Beck’s
Brewery
-­‐
Berkeley College, New York City
Course: Digital and Social Media Strategy

2. Initial
Situation
Limited social media activities on Facebook, Twitter, and
YouTube
Facebook
O Few country specific pages; irregular usage
O Largest page in the U.S. with 340,000 fans and 3,350
people talking about
O Classically structured in text, photo, and video content
Twitter
O 620 followers, but no tweets so far
YouTube
O Beck’s Sapphire: 910 subscribers and 6,5 million total views

3. Social
Media
Zones
and
Vehicles
Focus on selected social media zones and vehicles
Zones
O Social community, social publishing, and social entertainment
O Selected zones enable ongoing interaction and user-generated
content
O Continuous updates satisfy customers’ needs and lead to
strong and loyal client relationship
Vehicles
O Facebook, YouTube, and Twitter
O Selected social media platforms complement each other
O Enable video integration, gaming, and mobile usage

4. Experience
Strategy
Global marketing approach with focus on sports (1)
O Introduction of new global marketing strategy to the Super
Bowl and Soccer World Championship 2014
Facebook
O One global Beck’s page with country specific subpages
O Special campaigns: “Beck’s travel to the 2014 Soccer World
Championship”, “Beck’s Future Bottle 2014”, “Experience
Beck’s”, and “Beck’s Online Game”
O Increased user engagement through online contests
O Direct user participation and user-generated content
O YouTube video integration

5. Experience
Strategy
Global marketing approach with focus on sports (2)
YouTube
O Regular video updates regarding current products,
campaigns, and events; linkage to Facebook and Twitter
O “Beck’s TV” channel allows country and language specific
content
O “The Beck’s Contest” encourages user interaction
Twitter
O Mainly social community and social publishing
O Direct user feedback and customer service
O Publishing of new Facebook posts and YouTube videos

6. Broader
Digital
Initatives
Comprehensive customer supply
Mobile applications
O Focus on mobile applications for smartphone and tablets
O Own app for specific Beck’s campaigns such as “Beck’s
Online Game” and “Beck’s Future Bottle 2014”
O Customer integration at any place and any time
O Special delivery service “Get your Beck’s”
Search engine advertising
O Focus on Google AdWords
O Increase performance through Google Dynamic Search Ads
and negative keywording

7. Evaluation
Guidelines
Manage and control performance of marketing strategy
Facebook
O Fans, people talking about, location, user satisfaction
YouTube
O Subscribers, total video views, user satisfaction
Twitter
O Followers, tweets per week, response rate
Mobile applications
O Mobile traffic, download rate, location, app usage
Search engine advertising
O Click-through-rate, page views, bounce rate, time spend