The presentation given by Britain's Beer Alliance's Louise Doherty on why building a digital audience as a small brewer is crucial, and how to start. Also includes advice on working with Britain's Beer Alliance to support one big beer loving community online.

1. Cultivating Community
SIBA BeerX
Louise Doherty – Digital Audience Lead, BBA
3/23/2015

2. Cultivating Community
1. BBA & There’s A Beer For That
2. The Value of Community
1. Working Together

5. Our Mission:
To Reignite Britain's Love of Beer

6. DiversityQuality
Versatility

8. TV Digital Media Social & Digital PR & Events
2014 Programme

9. 2015 Programme
Digital & SocialPR & Events On & Off Trade ActivationATL & Media

11. Beer Club
Weekly place for beer lovers to
discuss and discover beers
Topics, hosted by experts
Fuels website content and eCRM
strategy
Brings the industry together
Works at any stage of beer

12. Beer Club

13. Beer Club

14. #BeerMatch
Instant beer and food matching
Sommelier recommendations
Communicates style, brand, tasting
notes
Tags brand to follow up
Industry expertise to the masses
Working on website version

15. #BeerMatch

16. #BeerMatch

17. #BeerMatch

18. “There’s A Beer For That”

19. The Value of Community

20. Advertising alone isn’t enough
Trust
76% of people don’t think
advertisers tell the truth
Engagement
You’re more likely to survive a
plane crash than click on a banner
advert
Attention
Consumers receive up to 4,500
commercial messages a day
Yankelowich, Solve Media, Dynamic Signal

21. What is Community?
A specific group of
people who form
relationships over
time around a
common interest

22. Good Signs
Interaction
between
members
Returning
members
Content
that
connects

23. Why do people get involved?
Reputation
Sense of
belonging
Anticipated
reciprocity
Altruism
Incentives
Social
capital

24. Why do people get involved?
Zuberance

25. The Value of Community
Market Insight Customer loyaltyBrand advocates
Product development
Customer service
Content distribution
Increased revenue,
decreased costs
Long term
business asset
Sales

26. LEGO
Timely Content
Movie parodies, ‘moments content’
Curating UGC
App to create movies, sharing photos
Always On
‘Charlotte’s Letter’
Community to Products & Sales
Crowdsourced products 1% of sales
May 4th – 1m engagements $10ksales
FB: 10m T: 225k IG: 427k YT: 654k

27. Focus on Advocacy

28. Focus: Advocacy
L-R: McKinsey, Deloitte, Fleishman Hillard & Hearst, Comscore, Zuberance, Zuberance, McKinsey HBS Press, Marketing Charts

29. The Opportunity

30. Understanding Advocates

31. Why Advocate?
73%
Recognition
“Thank you”
Acknowledged as a
good advocate
Asked for help
63%
Access
Exclusive invite
Access unique
content/information
Real relationships
56%
Rewards
Prizes, gifts
Money can’t buy
experience
Virtual rewards

32. Encourage and Enable

33. Working Together

34. Swap Logos and Links

35. Follow
@BeerForThat
/BeerForThat
BeerForThat.com

36. Share (and suggest!) Content

37. Join Beer Club

38. Add Beers to #BeerMatch

39. Newsletters

40. Working Together
Growth
Brilliant
Beer
Unified
message
Lobbying