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Experiential marketing allows customers to interact with brands in sensory ways to experience products firsthand. With over 50% of internet time spent consuming content and billions of hours spent on social networks each month, social media is a powerful tool for brands to engage customers and move products. Examples were given of companies like Old Spice, Nutella, and Stone Brewery that have used creative social media campaigns to drive engagement, sales, and brand loyalty. The presentation emphasized the importance of social media for brands and provided recommendations for craft breweries to decide audiences, develop content, and engage key stakeholders through their social media strategies.
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- 1. Moving Product ThroughExperiential Marketing and Social Media Garrett O’Shea EVP
- 2. GARRETT O’SHEA Started mycareer in the trenches 16 year experiential marketing veteran Clients have included Miller, Heineken, Anheuser Busch as well as Diageo, Bacardi, and Brown Forman Most recent non beer & spirits client work includes DIRECTV, National Guard, GEICO, and Chevrolet I’ve been on the forefront of change from traditional to digital
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- 4. What is ExperientialMarketing? Experiential marketing allows customers to engage and interact with brands in sensory ways It's the difference between telling people about the features of a product and letting them experience it for themselves When done right, it's the most powerful tool you can use to break through the clutter
- 5. Talk about clutter! There are over 1800 TV Channels
- 6. Be part ofthe conversation They want to feel that they are part of the conversation In some cases they are leading the conversation And the conversation is happening on the web through Social Media
- 7. The numbers arestaggering 53% of time spent on the internet is content consumption *AOL Nielsen 5/11 906,000,000 hours per month on Social Networks *Nielsen 8/10 1,642,000,000 hours per month on Social Networks + Gaming +Email *Nielsen 8/10 10,872,000,000 hours per year on the top three alone *Nielsen 8/10
- 8. Its pretty clear If those were “productive” work hours you would have a company with over 5,226,923 Employees
- 9. You are notalone
- 10. You must createpositive experiences You have to create positive experiences to build brand loyalty When people have good experiences they want to talk about them and share them Social media is the go to place for sharing experiences
- 12. The more popularexamples Facebook, MySpace, Google+ – sharing fun, family, photos Hi5 – sharing games, music Four Square – sharing updates, where you are Youtube – sharing videos both serious, funny, never been seen before Twitter – sharing your ideas in 140 characters or less Flickr, Picasa, shutterfly – sharing photo libraries Blogs – sharing your thoughts and expertise Linkedin – sharing business information and contacts Wikipedia – Groups sharing Digg – sharing the best news Stumbleupon – sharing the web with likeminded people Reddit – sharing the best of the web by voting Meetup – group sharing Orkut – sharing only what you want with who you want
- 14. The Good Ol’Days You can still sell People love Our customers are more almost anything with Free Stuff sophisticated in their brand a T-shirt relationships
- 15. Social Media ishere to stay You shouldn’t be left behind especially if you are in the Relationship Business You have to embrace Social Media as part of your plan if you haven’t already
- 16. Social Media ishere to stay I think we’ve got it pretty easy!
- 17. Social Media ishere to stay BEER IS SOCIAL!
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- 20. Meet Drew 25 yearsOld Just bought his first car “New” Car Works in DC from Wisconsin Has 400 Facebook Friends Recipient of 1 of 500 CRUZE WARMING PARTIES @
- 23. Drew bragged Drew’s party was shared with 400 of his friends on Facebook Event generated 30 photo “tags” Received 290 “views” Drew was overjoyed - thanks to his local Chevy Dealer!
- 24. Brag events • Relationshipbuilding experience with social media extension • Events for Washington DC Chevy Dealers only • Current Facebook views over 30,000 and counting • The DC market is now #1 in the NE Region +30%
- 26. Check the boxin two places Drive sales Bring in new customers
- 29. The fans loveit Unprompted, Nutella fans started to discuss their love of “black gold” or “chocolate heroin” Discussions started to snowball Prompted by the constant Nutella discussions on Twitter Conversations about a product on Twitter led to an increase in sales of that product. This was completely unprompted by the Nutella product management team. Purely as a peer-to-peer movement.
- 32. Happiness machine • Experientialmarketing stunt • Launched by 1 Tweet! • Coca-Cola Twitter Followers 390,000 • Current Youtube views 4,000,000 • Total budget $50,000
- 33. Give em’ anoffer they can’t refuse Gap teamed up with popular group-buying site They simply offered $50 worth of apparel for $25 Generated 441,000 Groupons generating $11 million in revenue The deal brought in a ton of cash! Ultimately new customers! Gap knew that 60% of their customers were already shopping online.
- 34. The man yourman can smell like Old Spice was dying! P&G gave it one last run. They filmed web videos with spokesman Isaiah Mustafa The series was only supposed to be shown on the web and were launched on their website and YouTube As they launched Isaiah used Twitter to answer questions and interact with fans
- 36. The man yourman can smell like On day 1 there were over 5,900,000 views More than Obama’s acceptance speech! Over 40,000,000 views to date Estimated 160,000 new customers Old Spice Facebook Fans 1,700,000 Old Spice Twitter Followers 150,000 Isaiah Mustafa Twitter Followers (Old Spice Guy) 64,000 Sales Increased 107%
- 37. Social media sellsblenders? Huh? Blendtec self proclaimed makers of “the worlds best blenders” created videos to share on youtube to prove their point They made simple videos demonstrating the kitchen accessory blending everything from baseballs to an iPhone.
- 40. You bet socialmedia sells blenders! Sales have increased by 700% since the campaign started in November 2006. They do no traditional advertising To date over 170,000,000 Views and counting
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- 42. A Glimpse Intothe not so distant future
- 43. Some folks inour space • The craft beer segment is utilizing Social Media to drive brand awareness and create brand loyalty • They have to… they can’t outspend the big guys
- 48. Stone Brewery excerpt Morerecently, with the digital communication platforms that have become available to us, we’ve been able to speak directly to our fans and cultivate a community of aficionados. That community is excited to engage with us and hear about our news as soon as it becomes available, which is a far more effective way to spend our time than advertising. It’s all “opt-in” and that will always be a more powerful tool than forcing people to look at your ad. Q: Since you do devote so many resources to your social and online efforts, I’m guessing it’s working. Can you talk a little about the results you’ve seen so far? What’s been effective and what hasn’t (and what you learned as a result)? A: We’ve had tremendous success with our social media. When I started in January of 2010, we had 18,199 “Likes” and around 12,000 Twitter followers. Today, we have 85,329 “Likes” and 29,036 Twitter followers, and our blog is (often) among the top 10 most read beer blogs on the web. I believe that success is due in large part to having high standards for content. If the material is compelling and it’s compellingly delivered (i.e. funny), it works. *Social Media Case Study, Arik Hanson
- 51. A little aboutmobile devices
- 52. A little aboutmobile devices By 2013 it’s estimated that 90% of the people who have mobile devices will browse the internet with their hand held device
- 54. A Little AboutMobile Devices Harvard Business Review Sept, 2011 “A one-star increase in a Yelp rating leads to a 5-9% increase in revenue.” This mainly affects smaller, independent establishments. A Yelp review has no effect on an individual chain restaurant like Applebee's. Because people already have firm opinions of what they get when they go there. Chain restaurants as a whole seem to have declined in market share as Yelp has grown in prominence.
- 55. A Little AboutMobile Devices • Location based social media game • 10 million people worldwide • Over a billion check-ins, with millions every day • Over 500,000 businesses are using the Merchant Platform
- 56. A Little AboutMobile Devices • As you “check in” you get points and work towards “badges” • Post photos of the location and more
- 57. • Retailers cangive you offers for checking in! • Similar to Yelp - you can leave feedback about your “experience”
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- 59. But It’s Importantand it’s here to stay Depending on your market you can be consumer facing or account facing or even both. What are you doing to differentiate yourself from the other guy? You need to create demand for your inventory!
- 60. Decide who you want to connect with? Here’s what you need to do Take Engage Inventory
- 61. Decide who you want to Retailers? connect with? Consumers? Both? Take Engage Inventory
- 62. Decide who you want to connect with? What are you currently doing? Take Engage Inventory
- 63. Decide who With your you want to employees connect with? customers partners suppliers experts Take Inventory Engage
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- 65. Engage customers andpartners Survey retailers What does their social media calendar look like? How can you plug in? Engage their bartenders and wait staff influencers! Local bar rags, newsletters, websites, blogs!
- 66. Engage suppliers Brewery partners,large and small Know what they are doing in the space Get as much social media lift from them as you can!
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- 68. Some simple thoughtstarters
- 69. When it comesto events • Pre promote with twitter, Facebook, meet up • During the Promotion: twitter, facebook, foursquare • Post Promotion: Facebook, twitter, flicker • Tie into existing events social media outreach • Always have your own employees “check in”
- 70. When it comesto your suppliers • How can you leverage what they are bringing to the table? • Be a partner that helps them extend their social media • If they don’t come in with a social media component ask why not? • Big Brands have more assets, celebs, million dollar ideas, advertising – how can you bring it to life locally?
- 71. When it comesto retailers • Connect with them via social media in the way they want to be connected to, if they don’t then pass • Support the really good ones! Ask them how you can get involved. • Imagine if you became the “go to” resource for social media and events • Provide training classes or a support kit?
- 72. When it comesto you • It’s all about engaging and empowering fans whether end customers or retailers Think about what you can do • What local events are you involved with now? • Community? Business? Social? • Sponsoring any bands?
- 73. When it comesto you • You have access to so much inventory • Your in the beer industry • And you have lots of employees
- 74. When it comesto you • Celebrate customer service awards on Facebook and a photo album site • Wait staff events!
- 75. When it comesto mobile devices • Make sure your website works on a mobile device • If you sell craft beers look to connect with the folks like Find Craft Beer
- 76. A few reasonswhy?
- 77. Why? Take thesethoughts with you: • You can be relevant to the consumer via social media • There are plenty of people out there to help • Who’s listening to what other people are saying about you? • Building a digital relationship with existing and perspective clients will only help grow your business
- 78. Dear_________<insert name here> I am just leaving a fantastic seminar at NBWA. I’m excited about doing some really great work in the social media space to help drive our business. Please clear my calendar as soon as I get back and send the following message to all staff: “Attention <wholesaler> family. Please join me on <date> <time> if you are interested in helping us drive our business forward together by creating amazing experiences using social media. I look forward to seeing you there.”
- 80. Handouts available Or contact me anytime www.slideshare.com goshea@redpeg.com NBWA.garrettoshea