The hard truths about social media

Social media marketing often feels like something you have to do. But how do you do it effectively and are you allocating your resources wisely? Hear from expert Jack Daniel, Social and Digital lead for There’s a Beer For That who will provide tips on how to approach social media to make sure you’re driving your business and not just catching likes to feel good. Please note Jack will be presenting this same seminar at BeerX the day before, so we suggest you not attend that session if you are registered for Beer Now. Sessions are always better the second time around.

Transcript

1. THERE’S A BEER FOR THAT
2. TABFT & DIGITAL Hook them in ‘I’ve never thought of beer in that way’ Nudge them Re-target, remind and suggest Buy It Now Go Now Learn Now Drive outcomes
3. 5 HARD TRUTHS
4. 1. There’s no such thing as social marketing
5. SOCIAL MARKETING V. MARKETING IN SOCIAL Marke6ng in social Social marke6ng
6. THERE’S A BEER FOR THAT - MARKETING PILLARS Quality Diversity Versa6lity
7. 2. No one was ever disappointed to find your brand isn’t on Snapchat
8. DIFFERENT REACTIONS IN DIFFERENT CHANNELS
9. THERE’S A BEER FOR THAT CHANNELS, WHY WE USE THEM Beginners, high reach, high frequency Dine with beer, curaAon not creaAon Intermediates, Beer Match and Beer Clubs
10. 3. I can’t remember the brand in any social posts I saw today
11. IS IT IDENTIFIABLE?
12. FACT 1 8-10PM IS THE MOST ENGAGING TIME TO POST ABOUT BEER
13. OPTIMISING YOUR CONTENT STRATEGY We categorise all of our posts depending on it’s content. This allows us to analyse it’s effectiveness and inform our future strategies and planning
14. FACT 2 THE OLDER THE VIEWER, THE MORE LIKELY THEY ARE TO ENGAGE WITH BEER CONTENT
15. FACEBOOK INSIGHTS When you understand your best content and what moves you toward your goal, you can grow faster and go further. Here you can find data for the number of people you reach, the demographics of those people and much more.
16. FACT 3 PEOPLE ARE 82% MORE LIKELY TO ENGAGE WITH A PICTURE IF IT HAS MULTIPLE BEERS IN IT RATHER THAN JUST A SINGLE BEER
17. MAKING FACEBOOK CONTENT WORK •  Both your copy and image should each individually tell your story but also complement each other •  Images must adhere to the 20/80 rule on Facebook, whereby your promoted image must not include more than 20% text
 •  Use borders and logos for a consistent look and feel
18. FACT 4 1 IN 4 PEOPLE WHO SEE YOUR CONTENT ON INSTAGRAM WILL CLICK THROUGH TO VIEW YOUR PROFILE
19. MAKING INSTAGRAM CONTENT WORK •  Between 100 – 500 characters with max of three hashtags •  Only relevant hashtags to the post; 1) content, 2) objective, 3) brand •  Call to action driving to website or can purchase plugin for dynamic links in bio •  Use comments for additional relevant ’trending’ hashtags in order to gain maximum organic exposure
20. SOCIAL MEDIA POSTS THAT CONTAIN VIDEO ARE SHARED 12X MORE THAN TEXT AND LINKS COMBINED
 Videos MOST DYNAMIC LEAST DYNAMIC Gifs Photos Links Status Updates FACT 5
21. 4. Facebook is not a community
22. THERE’S NO SUCH THING AS FREE REACH …BUT FOR THE PRICE OF A PINT, WE CAN REACH 1,000 PEOPLE IN SHEFFIELD WHO ARE INTERESTED IN BEER & WINE
23. BEN’S BREWERY EXAMPLE CAMPAIGN: •  Location – Sheffield •  Duration – 1 day •  Cost – £50 AUDIENCE: •  Gender – Male & Female •  Age – Aged 18 - 50 •  Interests – Beer and Wine •  Estimated reach: 18,000
24. 5. A retweet isn’t a sale, a subscription, a business lead or even a complement
25. DRIVING OUTCOMES Buy It Now Learn Now Go Now
26. ST AUSTELL TEST 1.3M 163K Impressions (Number of times an ad was viewed) People Reached 5,2K Clicks (“Get Directions”) Top Performing Pubs #1 Harbour Inn (below) #2 Graze Bath #3 Rose & Crown #4 Samuel Jones #5 The Ship, Plymouth
27. WHAT TO DO 1.  There is no such thing as social markeAng ArAculate your markeAng mission and stay true to it 2. No one was ever disappointed to find your brand isn’t on Snapchat Pick the channels based on the people you want to talk to 3. I can’t remember the brand in any social posts I saw today Ensure your content is as idenAfiable as your brand 4. Facebook is not a community To preach beyond the choir, consider paid reach 5. A retweet isn’t a sale, a subscripAon, a business lead or even a complement No dead-ends, plan outcomes
28. hello@beerforthat.com jdaniel@beerandpub.com ben@ality.co.uk