“What’s weighing on my mind is how soon I can get a Bud Light in my mouth…that’s priority number one.” – Peyton Manning Sometimes it’s all about creating the right piece of content in the right moment.
Great reflexes from Bud Light for capitalizing on an impromptu opportunity, further bonding their product with sports.
How are global beer brands approaching the biggest market in the world on platforms like Sina Weibo and WeChat?
Beers have always been among the top-spending and most creative brands on social media. With 50 billion liters-a-year (representing nearly a quarter of the global demand) China is by far the largest beer market on our planet, today.
In an effort to better incorporate beer geek social media with their selection of beers the Bayou in SLC has added individual beer link on their website for users of Rate Beer and Untappd on their mobile devices.
This is another sign that niche social networks like Untappd are winning in importance for brands.
The Australian bottleshop chain Thirsty Camel has launched the Beer O’Clock Project, a new campaign driven through social media that aims to identify what time of day Australian drinkers consider it time to crack out a cold one.
Thirsty Camel customers are being called upon to cast their vote through the group’s Facebook page, which then enters them into a draw to win part of a $40,000 prize pool.
Microbreweries can’t compete with the staggering amount of money big beer spends on sponsorship, marketing, branding and campaigns. Yet, microbreweries’ market share is growing and some inside the industry are looking nervously over their shoulder. Could it be because social media is helping to level the playing field? Are microbreweries able to build better, more engaged communities than their bigger, richer rivals?
For this report, Unmetric analyzed the top five big beer brands and the top five microbreweries based on their Unmetric Scores.
Chicago's Finch's Beer replaces signage with social media marketing and finds frothy fame.
"From day one I decided that a lot of the marketing effort would be focused on social media," says Ben Finch, founder of Finch's Beer and co-founder of The Killswitch Collective, the cutting-edge Chicago creative agency that has done design work for the likes of MTV. "When you look at how beer brands are marketed, the big ones may do a lot through other media, but that is not an option for a craft brewery. It wasn't an economic decision--it was just the best way for us to build a hard-core following."
Untappd is THE social media for beer lovers. And, it is really simple: You check the beer you’re drinking, you rate it, you take a picture, you add a comment about what you want and you can add the place where you are drinking this beer.
Lately, we increasingly read about the Untappd mobile app/network, and that's something beer brands should notice.
In the month of October every year, beer lovers in India begin to count down the days of Kingfisher Premium The Great Indian Octoberfest, where music, Good Times and barrels of beer flow in plenty.
With each passing year, To truly enhance the user experience at the beer festival, Kingfisher combined this year the love for rock music with the love for beer. So voila, presenting the world’s first Beer Dispenser Machine that dispenses beer when you headbang to it – the Good Times Dispenser!
The results were phenomenal, and how! Hordes of beer lovers lined up to experience the machine, and headbanged with gusto, with most coming back for a second round. Dizzying headbanging sessions took place, with some patrons walking away with as many as 6 cans of beer at a time! 100s of beer cans were expended over a course of 3 days and nearly 1,00,000 headbangs were generated in 3 days, with almost 3,00,000 impressions online.
The brewer has found success in an experiment that ties the social network’s Facebook advertising with city temperatures
Engagement with the weather-related ads was higher, as were the click-through rates on those ads. That matters: The way Facebook ads work, higher engagement leads to a lower cost-per-click for the advertiser. The cost-per-click rate for Molson’s weather specific ads was 67 per cent lower than the generic ads.
Nowhere is the enthusiasm for hand-crafted brews more evident than the annual Great American Beer Festival, or GABF. This year’s three-day celebration of craft beer, held in Denver October 10-12, featured over 3,000 beers from 600+ American breweries. 49,000 tickets to GABF’s four sessions sold out in just 20 minutes.
Anchor Brewing Company participated in GABF once again this year, making the road trip from San Francisco to Denver with an elaborate booth setup that nicely complements the Anchor brand.
Nick Nerbonne from the FINE social media team joined the Anchor Brewing crew at GABF for the second consecutive year, sharing photos and festival highlights with the Anchor social community throughout the three-day event. Being onsite to document the event and share the atmosphere with followers of Anchor’s Facebook, Twitter, Google+, and Instagram profiles enabled fans of the Anchor brand who aren’t able to attend to feel like they’re part of the fun.
Large businesses can learn from small ones about putting a human face on their business
Bath Ales, a small brewery and pub chain, appoints one person from each pub as social media manager. "We include our Twitter and Facebook handles on all of our point of sale and marketing materials, from leaflets to the side of trucks. In much the same way we would include our website or phone details," says marketing manager Moussa Clarke. The central accounts echo posts from each venue, encouraging local interaction. "We are just talking to our customers, in much the same way as we would behind the counter in our brewery shop," says Clarke.
Caroline Sisson, the daughter of Hugh Sisson, the founder and owner of Heavy Seas Beer, is managing the company's social media account, newsletter and events.
In her own words: "I think social media is a great way of connecting and interacting with our consumers; the people who drink and appreciate our beer. I’d say that Facebook & Twitter are tied for first. Although I tweet on a daily basis, and post on Facebook on a weekly basis, both are strong tools that we use to communicate to our followers and share information. Instagram is another area where we want to grow."
For case studies in how to market in a crowded space, look no further than the craft beer industry. The United States currently has 2,751 breweries - the most in its history – many of them craft brewers competing with giants like Budweiser.
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