CBE16 - Scalable, Actionable, and Effective Social Media Marketing for the Craft Beverage Industry
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Matt Toomey Social Bacon Social Media Marketing for Craft Beverage #Scalable #Actionable #Effective. Mike Giese Hope Family Wines
Transcript of CBE16 - Scalable, Actionable, and Effective Social Media Marketing for the Craft Beverage Industry
Matt ToomeySocial Bacon
Social Media Marketing for Craft Beverage#Scalable #Actionable #Effective.
Mike GieseHope Family Wines
Goals and Objectives
Quick introduction
TBB/ABC restrictions on social marketing
What is your social strategy? Stay true to your brand
Content and engagement
Paid social advertising
Social metrics, ROI, and measuring social media effectiveness
Giveaways, contests, and sweepstakes
Liberty School case study
Introductions
Matt Toomey, Co-founder/President of Social Bacon, a social media marketing agency.
Clients exclusively in the Food, Wine/Beer, and Event industries.
Introductions
Mike Giese: Brand Manager, Liberty School Wines
Keep it Legal: TBB/ABC Restrictions for Alcohol Brands on Social Media. Until recently, Alcohol marketers in the US were restricted to
platforms where 71.6 percent of the audience is over 21 years of age.
When did this change?
Many brands are tapping into Snapchat
It is illegal for alcohol brands to engage in two-way conversations with anyone under 21 on social platforms.
Include disclaimers in your social profiles
Do not give away alcohol via social media.
Exception: ticketed events where alcohol will be consumed.
Define Your Social Strategy
Marketing goals behind social
Keep your social voice consistent and on-brand
Choose your social platforms, kick-ass on these platforms, repeat.
Post frequency, know your audience
Ad budget (more to come)
Cyber-stalking your competition is the highest form of flattery
Content and EngagementWhat sort of content goes viral on social?
Content and Engagement
Content is and will always be king.
Invest in a photo library of your product. You can never have too much content for social. A mix of “professional” staged photos “in the moment” type photos and user generated content images.
Content strategy
~60% of posts should be brand focused: a mix of hard sell, branding photos, cool production shots, people behind the brand
~20% of posts should be a variety of content that your audience will be interested in. Industry articles, local happenings, trending news, etc.
~20% User Generated Content (UGC) and humor
Content and Engagement cont.
Engagement drives reach and social growth
Social is all about conversations
Facebook is a paid media platform
Engaging posts will do well organically, however a little $ goes a long way.
Open ended questions
Fill in the blank posts
Small giveaways (glasses, logo swag, etc.)
Great vehicle for customer support
Content/Engagement samples
Content/Engagement samples
Content/Engagement samples: UGC
Paid Social Advertising
Friends don’t let friends Boost Posts!
Paid Social Advertising cont.
Use FB Ad Manager
Mobile ad manager app great for promoting FB posts (but that’s it!)
More Advanced: Power Editor (only on Chrome browser)
Focus paid ads on posts that identify your brand, voice, and sales
Re-target ads for consumers who have visited your website
Target people who are walking/driving past your tap room, tasting room, etc.
Set a monthly ad budget, run ads, monitor performance, repeat.
Split-testing
Ad budget should be spread across day-to-day posts, events, online sales, events, etc.
Social Metrics (Facebook)
How important are total number of likes/fans?
Different answer depending on a brand’s size/production/competition
Post Engagement vs. Post Reach
Organic reach is at all time low on FB
Newsfeed algorithm.
Importance of post ads
Facebook Insights is a great tool for knowing who your social audience is, but don’t get lost in the data.
ROI of Social Media
Gary V. said it best…
ROI of Social Media cont.
That being said, ROI can be calculated quite easily when you run targeted campaigns on social for ticketed events and in some cases, online sales.
Look at ROE (Return on Engagement) for measuring your daily post ads.
Giveaways, Contests, & Sweepstakes
Believe it or not, some brands still give away alcohol via Social. Don’t be that brand.
Giveaways should always have a goal.
Increase followers/fans
Encourage shares for an event
Use of 3rd party tool for collecting other info like email address, name, etc.
ROI on giveaways can be easily calculated if you have an idea of how much a demographically targeted fan/follower or email address is worth to you.
Giveaways/Sweepstakes tend to perform better with local/regional brands.
Liberty School Case Study
Two month campaign called “Merlot Madness”
Goals:
Target foodie wine lovers social media
Grow Facebook fans
Grow Instagram followers
Increase email subscribers
Establish a consistent posting strategy and develop the brand’s social voice
Drive in-store sales
Promote the Text to win campaign
• A family-owned company and family-owned vineyards
• We embrace the diversity of microclimates in Paso Robles
• All wines are aged in French and American Oak
• Gentle cross-flow filtration shows dedication to quality without compromise
• An everyday drinking wine that can be enjoyed by everyone
Gender
Women Men
0
5
10
15
20
18 - 24 25 - 34 35 - 44 45 - 55 55 - 64 65+
Age Group
Women Men
0% 20% 40% 60% 80%
CA
TX
FL
M…
IL
NY
PA
M…
NV
AZ
Top 10 Markets
DEMOGRAPHIC INFORMATION
• National Free Merlot Campaign to draw attention to the Merlot category
• Launched a series of videos via Social Media in Summer 2015
• Merlot Madness was a chain-focused campaign tying in the Free Merlot branding
• Phase 1 (March): Social Media focused consumer engagement
• Phase 2 (April): Partner with bloggers for simple recipes with the aim of driving consumers to local grocery stores
Liberty School’s Merlot Madness
March: March Madness style bracket where fans vote, engage, and share content for a chance to win prizes.
Prizes: Initially cash (Visa gift cards) prizes, however partnered with UncommonGoods for cross promotion.
What worked:
Post engagement was strong
Cross-promotion with UncommonGoods was very successful
Challenges:
People were hesitant to sign up for an email list. Voting engagement was 10x stronger on post comments as opposed to Voting page.
FreeMerlot social channels were difficult to gain traction
Liberty School’s Merlot Madness
Liberty School’s Merlot Madness
Liberty School’s Merlot Madness
April: Month long campaign focusing on how you could “elevate your everyday” at home with a great recipe and a bottle of Liberty School Merlot.
Partnered with 3 professional food/recipe bloggers who developed custom recipes, photos, and cross-promotion.
Posted our own food/wine photos
What worked:
Engagement and Facebook growth was strong
Bloggers provided great recipes, photos, and cross-promotion
Challenges:
Hoping for better Instagram growth
Liberty School – Content Focus
Liberty School – Content Focus
Liberty School – Content Focus
Liberty School Campaign Stats
New Facebook fans: 3,407 (started with 1394, ended campaign with 4,801 total fans)
Total reach on posts and ads during the 2 months: 295,496
Total number of engaged Facebook users: 10,312
Total number of new Instagram followers: 292
Key Takeaways
Define your goals with social. Focus ad spend on those goals.
You don’t have to be on all social platforms, but make sure you rock the platforms you are on.
Produce great content and vary the type of content.
Fans/followers are often the best content providers.
You can never have enough photos in your content bank.
Social advertising can be very effective. Track metrics, adjust ads and content based on results.
Look for collaboration and cross-promotion with brands who have same customer demographic.
Questions?
Don’t hesitate to reach out with questions.
Matt Toomey
925-596-0311
www.socialbacon.net
