Social Media: Creating Cocktail Legends
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Regardless of your job or industry, as technology becomes increasingly important across the globe, so too has it begun to make it's mark in the bar and beverage world. Bars, bartenders, spirit makers, and cocktail enthusiasts are using the unique opportunities social media provides to leverage their business. As personal blogs, coupled with applications like Facebook and Twitter enjoy a huge surge in popularity among the world, so too has their growth surged within the cocktail community. The success of the next generation of cocktail legends may well rest on how well new technologies are embraced and used as a complement to their tenure behind the bar.
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Social Media: Creating Cocktail Legends
- 1. Social Media CREATING COCKTAIL LEGENDS Presented by: Nick Nemeth – Friday, July 23, 2010
- 2. “An efficient bartender's first aim should be to please his customers, paying particular attention to meet the individual wishes of those whose tastes and desires he has already watched and ascertained… …In this way he will not fail to acquire popularity and success." - Jerry Thomas, 1862
- 3. Hey @SouthwestAir! I've landed in Burbank. Don't worry: wall of the plane was opened & I was airlifted out while Richard Simmons supervised. 10:18 PM Feb 13th from Echofon Retweeted by 100+ people
- 4. Hey @SouthwestAir! I've landed in Burbank. Don't worry: wall of the plane was opened & I was airlifted out while Richard Simmons supervised. 10:18 PM Feb 13th from Echofon Retweeted by 100+ people
- 7. Hello Twitterverse! We r now LIVE tweeting from the International Space Station -- the 1st live tweet from Space! :) More soon, send your ?s 2:13 AM Jan 22nd from web Retweeted by 100+ people
- 8. Flew over Port_Au_Prince of Haiti this afternoon. Our thoughts and prayers to Haiti people, from ISS. 12:45 PM Jan 24th from TwitPic Retweeted by 100+ people
- 10. Micro-Blogging and Post Frequency
- 12. Checking In With Your Bartender
- 14. Checking In With Your Bartender
- 16. Goes Viral
- 18. State of the Cocktail BlogosphereARTOFDRINK.COM Why blog about spirits and cocktails? Can you make money doing it?
- 19. @GVINEGCP The G’Vine Gin Connoisseur Program 2010
- 21. Mystery Brewing Company: A Non-Traditional Approach to Artisanal Ales
- 25. Social Media CREATING COCKTAIL LEGENDS Presented by: Nick Nemeth – Friday, July 23, 2010
Editor's Notes
- Brands, bars, bartenders are now publishers / are what is published about themThe bartender’s way of achieving fame and success is still very much rooted in this quote, but the path is changed slightly.Attendance in seminar = proof that social media is important. No longer of a “Is it important”
- Christi Day - voice on the Southwest Airlines twitter account / Southwest spokesperson
- 1) Changing the way we create and consume: “One’s voice can be as powerful as an entire media network” (Ashton Kutcher vs. CNN) Speaking directly to your audience2) Micro-Blogging / Post Frequency Using Twitter as a means of posting more regularly vs constructing full blog copy Rehashing old content as it becomes relevant3) Social responsibility / Poor experiences Customers now have the ability to update AS bad experiences are happening, to much larger audience. - Old model: 1 tells 2, 2 to 4, 4 to 8. New model? 1 person can reach 100M+
- Early 2000s – Release of iPhone, w/GPS accessible through API. Developers can start building applications that interact with phone’s GPSNearly 200 badges available for users to “earn” by checking in via FoursquareFoursquare & Starbucks: Introduction of the Barista badge, unlocked after check-in at 5 different starbucks locationsInitially, no incentives were offered. A month ago, discounts on frapuccinos to mayors.. More to come
- The rise of Foursquare: What it means for bars and restaurantsBased on the success of Starbucks promo, Foursquare builds in “specials” functionalityRewarding loyal customers, increasing exposure.Growth / Future? SCVNGR.COM Building bar hops. Diageo uses for teambuilding.Role of Foursquare for Brand Ambassadors? Camper
- Limits? iPhone & Android
- Wine Library TV / Gary Vaynerchuck Launched WineLibrary.tv in February of 2006 Annual revenues grew from $4M to $60M Robert Parker vs. Vaynerchuck: 14 sales in 3 weeks vs. 400+ in 48 hoursArt of The Drink / Anthony Caporale
- Viral Marketing directed at a very specific audience – “These aren't ads but films that celebrate the unique skills that each bartender at the top of the game posses. "Samurai – respect to classic mixology, serious approach “If you only ever have one drink…”Speed, precision, passionBarchef / cocktail pioneers / cutting edgeNicolas St. Jean -
- News of the competition spread through the bar blogs – Alcademics, Dizzy Fizz, Ardent Spirits, AOD WHY? Phil Duff – Authority. Gives instant credibility. Good product backed by program that educated, tested, and rewarded Role of Darcy & Jay – First time company hired people to blog / live tweet / image for a cocktail competition Rather than a post-comp summary, images, blog posts were updated live from the competition.
- QR / “Quick Response” codes
- Kickstarter.com - $10M in funding since launch in April of 2009All or nothing approach. Project creators set a target – if not reached by proposed date, they receive nothing.Erik Meyers – Chapel Hill, North Carolina. TopFermented.combloggerSuccessful homebrewer wants to turn pro, needs funding to cover costs of larger equipment, product design
- Posting with a purpose. Content is king, not necessarily the number of posts.
- Stories Yours and your reader’sEncourage participation, Build Relationships. Follow up and reply.
- Make content accessible, easy to find.Posting frequently, but without overwhelming readers (regardless of the platform) / Diluting the messageWhat time are you posting?Consistency in frequency vs. Content Varying content (ie words vs. photos vs. videos) to appeal to a broader audience
- Coleman campsite ad – “The original social networking site”
- What do you want from your medium? Establish clear objectives.Punctuation, grammar, design, language used. Professionalism.Being an authority vs. being authoritative.
- Geolocation.Personal Branding.