The document discusses how craft breweries are using social media as their primary marketing technique to compete against large beer companies that dominate the $134 million beer market. It outlines how craft breweries are actively engaging customers on platforms like Facebook, Twitter, YouTube, and Untappd through video content, interactions, and location-based check-ins. In contrast, it notes that big beer companies spend minimal marketing dollars online. Overall, the document argues that social media allows craft breweries to directly connect with customers and target younger audiences in ways that large competitors have not adopted.

1. SOCIAL MEDIA FOR THE CRAFT BREWS
Jonathan Bailey

2. ABOUT ME
Born and Raised

3. I WORK AT THE NUGGET

4. AS A BELLMAN

5. I ATTEND THE UNIVERSITY OF NEVADA RENO.
Started my education in 2007

6. I STUDIED ABROAD IN PRAGUE

7. AND IN BILBAO

8. BUT DID MOSTLY THIS

9. WHILE I TRAVELED EUROPE

10. AND NOW ITS TIME TO GRADUATE

11. AND FIND A REAL JOB

12. ONE THING I HAVE TAKEN FROM MY YEARS AT
COLLEGE AND TRAVELING IS

13. THAT MAJOR AMERICAN BEER COMPANIES ARE
AWFUL!

14. MICRO BREWS AND CRAFT BEERS ARE
STARTING TO RISE IN AMERICA.

15. RIGHT NOW THREE MAJOR COMPANIES OWN MORE THAN 90% OF THE BEER
MARKET. (BUDWEISER, COORS, AND MILLER)
The remaining 10% is shared between around 800 microbrews
and craft breweries across the nation.

16. Budweiser spends around $134 million dollars on advertising per year.
HOW CAN THESE SMALL TIME BREWERIES COMPETE WITH THESE
BIG TIME COMPANIES?

17. THE ANSWER IS E-MARKETING AND SOCIAL MEDIA

18. WITH THE THREE MAJOR COMPANIES FOCUSING ON TV ADS, THEY HAVE
STARTED TO SLEEP ON E-MARKETING. OUT OF THE $134 MILLION DOLLARS
BUDWEISER SPENDS ON MARKETING, ONLY $3.9 MILLION WAS SPENT ONLINE.

19. WHY SOCIAL MEDIA IS
THE BEST MARKETING
TECHNIQUE FOR
CRAFT BREWERIES:
• Cheap
• Lack of presence by the big three
• More personal connection
• Better and faster feedback
• More interaction
• Creative ideas and customer contribution
• Younger target market

20. CRAFT BREWERIES FOCUS MORE TIME AND EFFORT TOWARDS SOCIAL MEDIA.
THEY UNDERSTAND THE EFFECT IT HAS ON BUILDING BRAND AWARENESS.
SOME OF THE THINGS THEY ARE DOING THAT SETS THEM APART ARE:

21. FACEBOOK AND TWITTER
• Constant updates
• Interactive
• Get back to customers
• Ask for opinions/ ideas
• Create a community for like
people
• Give target market news,
reviews, promotions, and events.

22. FACEBOOK AND TWITTER ARE GREAT MARKETING TECHNIQUES FOR CRAFT
BREWERIES BECAUSE IT IS CHEAP, CAN REACH A BIG MARKET AND TARGET
MARKET, AND CREATES A MORE PERSONAL CONNECTION WITH CUSTOMERS

23. REINVENTING YOU TUBE
They have used You Tube to create
ideas about each beer they make and
tell the customers about the beer.
This allows customers to see what it looks
like, learn about the story behind the beer, what
ingredients were used, what you are supposed
to taste, and a review of the beer. This is a great
way for people to find out a little about a beer
before they buy one.

24. QUICK SIP CLIPS WITH DOGFISH HEAD

25. THE BIG THREE CANT REALLY COMPETE AT THIS PERSONAL LEVEL
THAT THE CRAFT BREWERIES ARE ESTABLISHING WITH YOU TUBE.
You Tube has created a way for craft breweries to really
connect with people and show them that they want you to
enjoy the beer that they put so much time and effort into.

26. NEW USES OF SOCIAL MEDIA FOR CRAFT
BREWERIES
QR CODES
When scanned the You Tube videos of the beer will play on customers phone

27. UNTAPPED
New location based social
media site for beer drinkers.
Allows users to check in at bars
and share what they are drinking.
Allows other users to find places
that serve special beers that they
are looking for.

28. CRAFT BREWERIES ARE BECOME MORE
POPULAR IN THE AMERICAN CULTURE.
People are
starting to get sick
of tasteless beers
Craft breweries are
and corporations.
utilizing social media
to connect with
customers. This is
allowing them to
differentiate
themselves and
show that they care
about the customers
as much as they care
about the beer they
make.

29. WITH SOCIAL MEDIA CRAFT
BREWERIES ARE ABLE TO COMPETE
WITH THE BIG THREE. THEY ARE ABLE
TO CONNECT WITH PEOPLE IN
UNUSUAL AND NEW WAYS THAT THE
TRADITIONALIST DON’T WANT TO USE.
These new techniques
targets the exact people
they want to reach. People
who are bored of old ways
and want to try something
new and exciting. Social
media is the perfect
platform for craft brews
and it will be changing just
like the beers.

30. CHEERS!