The Bier Stein is a bottle shop and restaurant in Eugene, Oregon that promotes its food and drinks through social media like Facebook and Twitter. It posts daily pictures and updates about new beers and food specials. While it still has a Myspace page, it is not used much. The summary aims to increase engagement and sales by driving traffic to its social media pages, with a goal of 100 more Facebook likes within three months. Strategies include featuring beers of the day on Facebook with discounts and info, promoting events on Twitter, and asking customers to tag photos on Facebook for prizes. Progress will be evaluated by measuring increases in Facebook likes, tagged photos, and engagement with posts.

1. Jesse Radonski
10/30/2010
J452
Donna Davis
The Bier Stein: A Social Media Overview
The Bier Stein is a bottle shop and restaurant in downtown Eugene. Their social
media includes a business web site that shares links to their Facebook, Myspace, and
Twitter web sites. After personally speaking with Malachi, an employee that has
worked there since they opened five years ago, I have found that they don’t use their
Myspace page much anymore. Postings on Facebook and Twitter occur daily.
Pictures of new and popular beers are posted on Facebook along with a daily food
special and rotating tap list, which is also posted on Twitter.
The Bier Stein should participate in social media because they’re constantly
updating their menu, especially their tap listings. One of the easiest ways to get that
news to their customers is by using social media to reach them in their environment
instead of relying on them to come to their web site. The Bier Stein’s main goal is to
increase sales of food and beer on a daily basis and using social media to create
interest and sell your products is an easy way to do that for this business.

2. Target Audience 1: Customers
OBJECTIVE
Promote food and drink while educating by driving traffic and communication to
social media web sites with an increase of 100 likes within three months of
implementation.
CUSTOMER DEMOGRAPHICS & PSYCHOGRAPHICS
 Target customers are typically within the ages of 20s and 30s, although they
can be older.
 Craft brewing appeals mainly to White males unlike their African-American
counterparts. Women also find certain craft beers appealing. Eugene has a
population that is over 80% White.
 Most people who are craft beer enthusiasts have a mid to high level of
income, since craft beer typically costs more than domestic beer.
Demographics in Eugene show a fair amount of the population are in this
range for household income.
 Customers also enjoy the art of creating craft beer, which takes a fair amount
of education. Eugene boasts above a 92% high school success rate among
people 25 years and older.

3. Target Audience 1: Customers (Cont.)
STRATEGY
The Bier Stein will incorporate educational advertising within the restaurant and on
specific social media web sites that will create interest in products for new and/or
returning customers. Examples include these tactics:
1. Use Facebook to feature a beer of the day. These beers would be discounted
and have particular information about the style, alcohol content, and
brewery. This could also be created on a Tumblr blog.
2. Use Twitter to let people know about upcoming events, such as in-store
tastings, and also link to their web site for extended information.
3. Offer the chance for prizes to customers for tagging photos to The Bier Stein’s
Facebook page. This incorporates the idea behind Web 2.0 and having their
community contribute to the business.
4. Use signage within the business to promote social media web sites that The
Bier Stein currently updates.
EVALUATION
After a three month cycle, we will look at the increase of “Likes” to our Facebook
to see if we’ve met our goal. More measurements include the addition of tagged
photos from customers and the amount of “Likes” and comments on posts for
the beer of the day.

4. Target Audience 2: Distributors
OBJECTIVE
Increase sales of product by 10% within three months of implementation of plan
by promoting and educating the customers about the product through social
media.
DISTRIBUTOR DEMOGRAPHICS
 Total U.S. craft breweries number to 1,599 based on a survey from July
31, 2010.
 A survey done in 2008 show that Oregon has 93 breweries in the state.
That ranks Oregon as number 3 in the nation per capita. Washington is
number 8 and Idaho is number 12.
 Domestic craft beer sales were up from 2008 to 2009 but overall they
were down 2.2%, which shows that even beer isn’t recession proof.

5. STRATEGY
The Bier Stein will incorporate events to specific brands they are selling in order
to maximize sales on that product. Examples include these tactics:
 Use Facebook to promote upcoming tastings featuring background
information about the brewer, style of beer being tasted, and more.
Include a small discount on the beer that’s being tasted to entice people
into buying it.
 Include photos of tasting events to produce an album of shared
experiences with distributors. These can be linked later to distributor
Facebook pages.
 Work with distributors to get Bier Stein exclusive discount codes for
their online merchandise stores (if they have one.) These could foster
more “Likes” to Facebook pages to get special deals.
EVALUATION
After a three month cycle has occurred, The Bier Stein will look at their records
to see how much of the promoted product had sold. There will also be insights
on if this plan was effective by gauging customer interest on The Bier Stein’s
Facebook page. More evaluations can be done through the use of a Bier Stein
exclusive online discount code to increase “Likes” of the distributors and sales
of merchandise at their store. Thus, this creates a greater trust within
distributor and seller. By using photos from tastings, breweries have the option
later to use them for promoting past events.

6. Appendices
Logan Thompson
Blog About Beer
http://www.blogaboutbeer.com
Ashley Routson
Drink With The Wench
http://drinkwiththewench.com/
Multiple People
Ladies of Craft Beer
http://ladiesocb.com/
Scott [No last name]
The Beer Critic
http://www.thebeercritic.com/
Jeff Alworth
Beervana
http://beervana.blogspot.com/
Oregon Brewers Guild
http://oregonbeer.org/blog/
Patrick Emerson
Beeronomics
http://beeronomics.blogspot.com/
Kevin
Beer and Coding
http://beerandcoding.com/
Multiple Users
Brewpublic
http://brewpublic.com/
Geoff Kaiser
Seattle Beer News
http://seattlebeernews.com/