Beer Blogging and Breweries

If you are a brewery, you should be paying attention to beer blogging in two ways. First, by interacting with “citizen” beer bloggers who write about beer on a regular basis because it is their passion. We’ll teach you how to approach and interact with these citizen journalists. Second, because the phrase “content is king” is still true in terms of driving visitors to your website. If Google thinks your site is stale, it will severely penalize you in search results; content creation via a blog or news page on your site is one of the best ways to stay relevant to search engines. Paul Jones from Cloudwater Brew Co. and blogger Owen Ogletree from Brewtopia will lead the discussion.

Transcript

1. Beer Blogging and Breweries
2. Paul Jones Cloudwater Brew Co. Owen Ogletree www.Brewtopia.info
3. Topics: - Interac9ng with beer bloggers and beer enthusiasts. - Reaching out to passionate consumers. - Brewery blogs.
4. Make Time for People With the reach and power of social media, all customers can be brand ambassadors.
5. Interac9ng with ci9zen beer bloggers... •  Iden:fy key bloggers that cover your area. •  Ask brewers, brewery visitors, and bartenders which blogs they read.
6. Interac9ng with ci9zen beer bloggers... •  Ci:zen bloggers can provide insight into what consumers are saying about your brands.
7. Interac9ng with ci9zen beer bloggers... •  Provide first access to new beers. •  Let bloggers chat with brewers. •  Send bloggers home with boEles to review and photograph.
8. Interac9ng with ci9zen beer bloggers... •  Consider mailing samples of new beers to bloggers and journalists. •  Include press sheets with engaging informa:on and graphics. •  Post beer images online.
11. Interac9ng with ci9zen beer bloggers... •  Involve bloggers in sensory analysis of new beers. •  Do tas:ng sessions at the brewery, allowing bloggers to express preferences about hop and grain choices.
12. Interac9ng with ci9zen beer bloggers... •  Invite bloggers and press to open brew days.
13. Interac9ng with ci9zen beer bloggers... •  Host a beer dinner at a pub or restaurant. •  Encourage real-:me posts on social media.
14. Interac9ng with ci9zen beer bloggers... •  Create a local blogger database, social media group, and email list for frequent communica:on and rela:onship building.
15. Interac9ng with ci9zen beer bloggers... •  Don’t wait for bloggers to contact you. •  Be proac:ve, informa:ve, and concise. •  Grab their aEen:on. •  Respond to ques:ons.
16. Interac9ng with ci9zen beer bloggers... •  QUESTION: How do bloggers share their posts and wri:ngs with you?
17. Reaching out to passionate consumers. •  Bloggers are amongst the most passionate consumers. •  Many personali:es, but all united through a love of beer.
18. Reaching out to passionate consumers… •  Serving customers is a brewery’s primary concern – make :me for both consumers and customers. •  Openness promotes reciprocity.
19. Why have a brewery blog?
20. Brewery blogs... •  Fresh content that’s relevant to search engines.
21. Brewery blogs... •  A brewery blog keeps you relevant in today’s rapidly changing beer culture.
22. Make your brewery blog stand out. •  Great design •  Concise, or in depth •  Relevant and informa:ve •  Fun and exci:ng
23. Make your brewery blog stand out. •  Find excellent examples of brewery blogs. •  Catch them up!
28. Make your brewery blog stand out. •  Special events. •  New releases. •  Employee profiles. •  Collabora:on brews. •  Stories. •  Inside informa:on (produc:on, ethos, etc).
29. Make your brewery blog stand out. •  People LOVE stories. •  Focus on people and great beer. •  Get crea:ve.
30. GeIng people to your brewery blog... •  Social media links – with photos! •  Links in email newsleEers. •  Make your blog a key part of your website.
31. Brewery blogs... •  Social media – be where your customers are. • Regular email newsleEer blasts. •  Website, emails, and blog should be seamless.
32. Brewery blogs... •  Instagram is a micro blogging pla^orm. •  As are TwiEer, and Facebook! •  Quality and taste are always on display.
36. The Big Ideas •  People maEer to your brewery. •  Build close rela:onships. •  Share what’s new, unique, or interes:ng. •  Maintain consistent communica:on.
37. Brewery Ques9on: What do you plan to change or implement, based on today’s session?
38. Paul Jones paul.jones@cloudwaterbrew.co Owen Ogletree owen@ClassicCityBrew.com
39. All Beer Now Presenta:ons 16:9 format screens Please use “On screen show 16:9 format” from File – Page Setup in PowerPoint. Width 25.4cm Height 14.3cm.
40. All Beer Now Presenta:ons 16:9 format screens Please use “On screen show 16:9 format” from File – Page Setup in PowerPoint. Width 25.4cm Height 14.3cm.