Great Beer is Not Enough: How Social Media can Create Raving Fans and Increase Consumer Demand
•
1 like•417 views
Presentation for Craft Brewers in PA: The Brewers of Pennsylvania 3rd Annual Mid Atlantic Brewers’ Symposium will be held at The Penn Stater Hotel and Conference Center, State College, PA. Sponsored by American Keg, Bad Rhino and Wells Fargo, this awesome event is a one-day symposium featuring eight, 45 minute seminars and three, 15 minute info sessions from the leaders of the craft brewing industry.
Recommended
More Related Content
What's hot
What's hot (20)
Similar to Great Beer is Not Enough: How Social Media can Create Raving Fans and Increase Consumer Demand
Similar to Great Beer is Not Enough: How Social Media can Create Raving Fans and Increase Consumer Demand (20)
More from Bad Rhino Inc
More from Bad Rhino Inc (6)
Recently uploaded
Recently uploaded (20)
Great Beer is Not Enough: How Social Media can Create Raving Fans and Increase Consumer Demand
- 1. HOW TO GROW ATARGETED AUDIENCE AND SELL THROUGH SOCIAL MEDIA MARKETING www.BadRhinoInc.com
- 2. HATE TAKING NOTES? Send an email to CraftBeer@badrhinoinc.com for the entire presentation Subject: PA Brewers
- 3. WHO IS BAD RHINO? • Bad Rhino Started in 2010 was founded in 2011 • Office in West Chester, PA • Team of 15 Social Media Marketers • Clients locally and nationally • Complete Social Media Management, Strategy/Consulting & training • Website: www.BadRhinoInc.com • Blog: www.BadRhinoInc.com/blog
- 7. BAD RHINO’S SOCIAL MARKETING PROCESS
- 8. HOW WE GOT HERE Spring of 2015, Spoke at a Local Event PRLA, about Social Media A few weeks later we are at Victory Brewing End of June 2015 we started a year long Engagement with Victory Brewing and their Marketing Team Wrapped up in July 2016 Took a pause to digest a lot of what we learned and where we would improve with Craft Beer Social Media Decided that in the 2nd half of 2017 we would start to market our Services to the Craft Beer Community Self Published Great Beer is Not Enough in March
- 9. THE TRUTH… WELL WE LOVE GREAT BEER Since the end 2014 Minus All our Local Breweries, We have also visited: • Cigar City (FL) • Stone Brewing (CA) • Wicked Weed (NC) • Big Boss ( NC) • Ballast Point (CA) • Trophy (NC) • Dogfish (DE) • Lagunitas (CA) • Bond Brothers ( NC) • Cape May ( NJ) • Stone ( CA)
- 10. WE HAVE EVEN STARTED OUR OWN BEER RELATED BRANDS
- 12. TODAY Look we can’t cover all this in 45 minutes Great Beer is Not Enough: How Social Media can Create Raving Fans and Increase Consumer Demand • Intro to Social Media and Bad Rhino ( 30 Seconds) • What works in 2017 and What Doesn’t • How to Get and Track ROI
- 13. WHAT WORKS- BE KIND
- 14. WHAT WORKS- GIVE BACK
- 15. WHAT WORKS- GIVE BACK
- 16. WHAT WORKS- INCLUDE YOUR COMMUNITY
- 17. WHAT WORKS- LIVE LOOK IN
- 19. WHAT WORKS- ASK FOR IT
- 20. WHAT WORKS- STAY ON POINT
- 22. WHAT WORKS- TARGETED ADS
- 23. WHAT WORKS- TARGETED ADS
- 24. WHAT WORKS- GET REVIEWS
- 25. WHAT WORKS- BE REAL
- 26. THE ELUSIVE ROI… SO what I am about to show you, you most likely don’t do IF I had to guess Brewery less than 1-2 Years old… NOPE you only do the basics 2-3 Years old, just starting to look at this 3-5 Years old… yes but we really don’t have time 5+ yes but we need some more help
- 27. UPDATED CONTENT CALENDAR WITH DETAILED INFORMATION Bad Rhino’s social content calendar game is strong! • Custom content calendar unique to each client and their needs. • Calendars are our guide to ensure posts are scheduled and your channels never miss a beat. • Life happens fast you need to stay on top of current trends. For that reason, you need create live content when the opportunity presents itself, adding these pieces into the mix. • Allows you to review content strategy weekly/monthly to provide edits, approvals, and additions to the plan.
- 28. Content Calendars For The Win
- 29. WEEKLY AND MONTHLY ANALYTICS • Is measuring engagement the number one metric for you? • Great, then this becomes the focal point of our analytics, taking a look at avg engagement month over month, and digging deeper into why the top posts were so stellar ( and why others weren’t so impressive). • You need to look at everything in a Report Card • You look at organic and paid social growth month over month to determine which content and advertising strategies are working best • You also review video views and reach on social posts to learn which style of content your audience likes most. • Take notes and share screen shots of what’s working and not working to help reveal where to expand or scale back. Which metrics are most important to your Brand? Once we’ve nailed them down then we’ll really be moving fast to your goals.
- 33. STRATEGY AROUND GAINING FOLLOWERS AND INTERACTION WITH FOLLOWERS Each social community will have their own unique growth strategy. As channels change, so may these strategies. • Facebook: • Social Advertising: Page “like” ads, targeted promoted post ads, and custom audience ads. • Custom Engaging content: When posts are spot on (ad spend doesn’t hurt), your audience will share, comment, and tag others. • Instagram: • Hashtag Outreach: Bad Rhino can locate pictures and profiles with large audiences and add your Beer to the conversation. Also follow profiles where it’s appropriate. • Custom Engaging Content: Similar to above, content with high engagement will drive growth. • Twitter: • Hashtag Outreach: locate conversations in ideal to engage in conversations. You can also follow where appropriate. • Social Advertising: We’d suggest a larger budget on Facebook, but Twitter follower ads can be useful for ensuring a certain number of followers to the account each month on top of the organic push. ALL OF THE ABOVE: Flash contests like caption contests or large-scale social contests like a photo contest with voting to increase channel exposure as well as emails and web traffic
- 34. PAID SOCIAL ADS GOALS & GROWTH EXPECTATIONS Facebook: • Current Likes: 49,113 • Example Growth: 8,000 to 10,000 targeted likes • Using a budget of $3,000 monthly specifically used for targeted “likes” • Example cost per click of .35* X $100 daily spend = Approximately 9,000 “likes” per month • Results in Approximately 20% monthly increase *The goal is ultimately to receive a cost per like of .10 to .15. This would be a highly targeted group of college students. After testing of the ad budget and learning what works best, we feel comfortable in attaining this. This would result in potentially 30,000 “likes” per month. Instagram: • Current Likes: 74,900 • Example Growth: 5-7% monthly growth • Further clarification needed through discovery and audit to come up with accurate ad strategy and expectation. • Bad Rhino will highlight specific Instagram posts with paid engagement ads and has access to tools to increase exposure, following, and activity on Instagram.
- 36. TWO FINAL SLIDES Then you can Ask Questions
- 37. REFERRALS Looking for Introductions into the Following Markets North Carolina Florida Colorado New York