Beer Bloggers Conference Social Media Presentation

Social Media Best Practices

Tamre Mullins - RoundpegJeff Wharton - Drink Craft Beer

Agenda

• Why Social Media?

• The #1 Secret to Social Media Success

• Best Practices on Major Platforms

• Case Study

Why Social Media?

• You're writing...why not write for an audience?

• Instant feedback.

• Build relationships

• Move from 1-way street to 2-way conversation.

#1 Secret to Social Media Success

IT'S ALL ABOUT THE

CONTENT!!!

#1 Secret to Social Media Success

• Don't copy, paste or repeat without original content

• Why should your audience care?

• Be you...

• Give people a reason to tune in!

Best Practices for Major Platforms

• Each platform has its own voice, tone, and preferred content

• Grow your communityo More people who share your content, the larger your

footprint is.o Share their content

Facebook

• Profiles are for People - Pages are for Companies

• EdgeRank: More Engagement = More Views.o Ask questionso Caption Contestso Photo Albums - 1.8 x Engagment.

• Be a Data Dork.o Use Facebook Insights o Give fans what they love!

• Don't over inundate

Facebook Engagement

• Pictures work great.o Use albums.o Share across other platforms.o Use Tags

• Talk with, not at your fanso On the DCB text posts usually low engagement.

Questions are the exception. Questions drive the most engagement for us. 37 engaged people commenting on a question

about summer beers. Twice the engagement of pictures.

Facebook: Measure "Talking About"

• Over last month the DCB Facebook page has made 66 posts.o Average 15 uniques "Talking About This" per post.o Average 18 "Talking About This" per photo post.

(20% > average)o Average 3 "Talking About This" per status update.

(80% < average)o Average 10 "Talking About This" per link post.

(67% < average)

Facebook - Top DCB Images~50 engaged for each

Twitter

• This is "what is happening now."

• Give people the view into the life of a beer blogger.o What are you drinking?o Where are you drinking/eating?o What food/beer pairing are you noshing?

• Give people the good stuff.o Even mundane can work sometimes.o Just think of why they'll care.

Twitter

• Use Hashtags!o Great for organizing discussions.o Also great for being found for a topic like #craftbeer.o Don't overuse...no more than 2-3 in a post.

#Confusing!

• Pictures are great.o Use the native photo editor/posting features.

Instagram no longer shows up in Twitter, TweetDeck/etc.

People will have to leave Twitter to view. Less engagement with non native photos

Twitter

• Update ofteno Tweets have a short life span o No EdgeRank - Every user sees every tweet from

person they follow.o Unlike Facebook people tend to view only recent

tweets

• Share the loveo Want people to notice and share your stuff? Share

theirso RT'ing someone's post with a link in it, make sure

you get the link

Instagram

• 40 million+ photos posted/day.

• Engagement driven by followers & relevant hashtags.

• #Craftbeer feed is up to 750k photos and rising.

• Since Facebook bought Instagram:o Instagram content shows nicely in FB Newsfeed.o Instagram video has been introduced.

DCB Most Liked Instagram Pictures

Pinterest

• 50 million users.

• Great for pictures.

• Pinterest vs Facebooko Pinterst: 69% of users make a purchase after

pinning o Facebook: 40% of users make a purchase after

liking a photo.

• Demographics skew heavily female.

• Best times to post are 7-9pm weekdays and Saturday mornings.

Pinterest• Food is the #1 category.

• Plays well with others.

• Curate a board (i.e. Top 10 list).o Find images from your blog.o Mix with images from elsewhere.o Link all pins to the original content.

Pins w/o link aren't valuable to you or audience!o Share boards on FB and Twitter.o Cross pollinations engenders greater engagement.o Use a strong image to promote contests and events

Tumblr

• Community driven platform.

• Proceed with cautiono Can be hard to break into the group.o Use hashtags and follow influential accounts.o Harder to drive traffic to offers or websites

Google+

• Google+ is a search tool, not a social platform (yet)

• Google+ is like eating your vegetables.o You don't want to do it, but it's good for you.

• Copy Facebook strategy on G+

Google Authorship

• Earn credit everywhere you publish

• For example:o You write for a site "BeerFriends.com" with a friend.o You do a guest post on another site.

• It's like an online portfolio for your work

• Google's Author Rank takes into account quality content combined with Authorship.

• Your content will rank higher in searches.

LinkedIn

• Beer? On LinkedIn?! Yes!

• Post beer content to LinkedIn if it pertains to business.

• For example, is a new brewery in your community asking for a tax abatement?

• Separate professional & beer accounts? Maybe

• Also, great craft beer groups on LinkedIn.

Integrated Strategy

• How do you can use them together to full effect?o Each case is different, based on audience.

• If you have your blog, Facebook, Twitter, Instagram and Pinterest, don't think of them as completely separate.o How do they work together to tell your story better?

• How can you cross promote to other platforms to increase engagement?

Case Study:Drink Craft Beer Springfest Beer

• April 2013 we brewed the official fest beer with Jack's Abby in Framingham, MA.

• To drive interest in the beer and in our fest, we used a broad array of social media platforms to best leverage our audience and drive engagement.


• Twitter - Before, During and After.o Before The Brew Day:

Event hashtag, #DCBSpringfest, to label everything that we did around brewing the beer.

The night before we started hyping the brew day using the #hashtag.

o During the brew day, Used Twitter to send updates and pictures of

what was going on at that moment.o After the brew day,

We tweeted the blog post, FB album and updates from the brewery about the beer.


• Facebooko Similar to Twitter in some ways, we hyped before it

happened o Sent a few pictures via Facebook during the event.o Less posts than for Twittero After the brew day

Built an album of pictures to show the "behind the scenes" of the brew day - more pictures than could be live posted.

Linked to the blog post and promoted via Twitter. Promoted the blog post after we wrote it.


• Instagramo Sent photos throughout the day, to FB and Twitter.

(This is against best practices, but sometimes it's a time vs. benefit calculation for us.)

o Got engagement from followers on Instagram o Able to leverage Twitter/Facebook audiences at the

same time.o Different conversations on all the platforms.o Always used the hashtag #DCBSpringfest.


• Blogo In-depth story of the brew day.o This is the "meat" of the issue.o Here we gave analysis and made the audience care:

The story behind how the beer came together. Ingredients. Hopes. How was it brewing with Jack's Abby? What's it like being a professional brewer?


Results• Sold a record number of tickets

• Engagement up Across All Platforms

• Facebook 3-4x engagement - now the engagement is up permanently

• Stories in local traditional media outlets

• Email list is up 25-30%

Questions? Want to Chat Later?

• Tamre Mullinso [email protected] Roundpeg.biz | Twitter: @TamreMullins

• Jeff Whartono [email protected] DrinkCraftBeer.com | Twitter: @DrinkCraftBeer

Beer Bloggers Conference Social Media Presentation

Technology

Transcript of Beer Bloggers Conference Social Media Presentation