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Beer Blogging and Breweries

Zephyr Conferences
March 24, 2017
51

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.

Zephyr Conferences

March 24, 2017
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Transcript

  1. Topics: - Interac9ng with beer bloggers and beer enthusiasts. -

    Reaching out to passionate consumers. - Brewery blogs.
  2. Make Time for People With the reach and power of

    social media, all customers can be brand ambassadors.
  3. Interac9ng with ci9zen beer bloggers... •  Iden:fy key bloggers that

    cover your area. •  Ask brewers, brewery visitors, and bartenders which blogs they read.
  4. Interac9ng with ci9zen beer bloggers... •  Ci:zen bloggers can provide

    insight into what consumers are saying about your brands.
  5. 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.
  6. 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.
  7. 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.
  8. Interac9ng with ci9zen beer bloggers... •  Host a beer dinner

    at a pub or restaurant. •  Encourage real-:me posts on social media.
  9. Interac9ng with ci9zen beer bloggers... •  Create a local blogger

    database, social media group, and email list for frequent communica:on and rela:onship building.
  10. 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.
  11. Reaching out to passionate consumers. •  Bloggers are amongst the

    most passionate consumers. •  Many personali:es, but all united through a love of beer.
  12. Reaching out to passionate consumers… •  Serving customers is a

    brewery’s primary concern – make :me for both consumers and customers. •  Openness promotes reciprocity.
  13. Brewery blogs... •  A brewery blog keeps you relevant in

    today’s rapidly changing beer culture.
  14. Make your brewery blog stand out. •  Great design • 

    Concise, or in depth •  Relevant and informa:ve •  Fun and exci:ng
  15. Make your brewery blog stand out. •  Special events. • 

    New releases. •  Employee profiles. •  Collabora:on brews. •  Stories. •  Inside informa:on (produc:on, ethos, etc).
  16. Make your brewery blog stand out. •  People LOVE stories.

    •  Focus on people and great beer. •  Get crea:ve.
  17. GeIng people to your brewery blog... •  Social media links

    – with photos! •  Links in email newsleEers. •  Make your blog a key part of your website.
  18. Brewery blogs... •  Social media – be where your customers

    are. • Regular email newsleEer blasts. •  Website, emails, and blog should be seamless.
  19. Brewery blogs... •  Instagram is a micro blogging pla^orm. • 

    As are TwiEer, and Facebook! •  Quality and taste are always on display.
  20. The Big Ideas •  People maEer to your brewery. • 

    Build close rela:onships. •  Share what’s new, unique, or interes:ng. •  Maintain consistent communica:on.
  21. 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.
  22. 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.