- Facebook continues to drive the most traffic (62%) and has seen a 20% growth in visits. The conversion rate is 2.6%. - Instagram has experienced 25% growth in visits and now accounts for 28% of traffic. It has a conversion rate of 2.9%. - While Twitter has grown by 20% in visits, it remains the lowest driver of traffic at 10% and has a conversion rate of 1.3%.

4. Social Network URL Follower Count Average Weekly
Activity
Active Online
Engagement
Facebook https://www.faceb
ook.com/FirstMag
nitudeBrewing/
13,761 7 posts a week 4.8%
Instagram https://www.insta
gram.com/fmbrew
ing/?hl=en
7,810 6 posts a week 4.1%
Twitter https://twitter.co
m/fmbrewing
2,229 10 posts a week 3%
Data as of: June 4, 2018

6. Source Volume % of Overall Traffic Conversion Rate
Facebook 6,200 unique visits 66% 3.3%
Instagram 2,900 unique visits 32% 3%
Twitter 1,000 unique visits 12% 1.4%
Monthly Average: Oct. 2017 to May 2018
Summary:
• At the current time, Facebook easily performs the best and directs the most traffic to our
website. The conversion rate is the highest out of the three sites at 3.3%.
• While Twitter is behind both Facebook and Instagram, it still generates a fair amount of social
interactions.

7. Age
Distribution
Gender
Distribution
Primary Social
Network
Secondary
Social Network
Primary Need Secondary
Need
50% 21-30
35% 31-40
15% 41-55
5% 56- 80
58% Male
42% Female
45% Facebook
35% Instagram
20% Twitter
40% Instagram
30% Facebook
30% Twitter
Socially
drinking craft
beer with
friends in a
sustainable
business
setting.
Enjoying craft
beer while
eating different
food from food
trucks.
Survey distributed in October via email. Total responses: 500.
Summary:
• The majority of respondents fell in between the 21-30 age group.
• Facebook and Instagram are most respondent’s primary social networks.
• Social drinking craft beer is the primary motivator for people visiting First Magnitude
Brewing Co.

8. Competitor Name Social Media Profile Strengths Weaknesses
Swamp Head Brewery @SwampHead A lot of followers, posts
multiple times a day,
high customer
engagement, high use of
hashtags
Does not post enough
video content on their
pages
Blackadder Brewing Co. @BlackadderBrewing Posts high quality
photos that receive
many views
Low number of
followers, doesn’t post
frequently enough
Tall Paul’s Brew House @TallPaulsBrew Posts frequently Low variety in post
topics, not many posts
with visual engagement

19. Source Volume % of Overall Traffic Conversion Rate
Facebook 6,000 unique
visits
+20% growth
62% 2.6%
Instagram 2,750 unique
visits
+25% growth
28% 2.9%
Twitter 900 unique visits
+20% growth
10% 1.3%

20. Social Network URL Follower Count Average Weekly
Activity
Average
Engagement Rate
Facebook https://www.faceb
ook.com/FirstMag
nitudeBrewing/
13,761 7 posts a week 4.8%
Instagram https://www.insta
gram.com/fmbrew
ing/?hl=en
7,810 6 posts a week 4.1%
Twitter https://twitter.co
m/fmbrewing
2,229 10 posts a week 3%