Does anyone know of a beer company which has used social media successfully, or unsuccessfully, and where at least the basic story is available online somewhere?
I was asked this in conversation with a consulting company and said I did not know but would try and find out. The only example I have so far is the Stone micro-brewery in the USA.
Good Answers (20)
Bruce T.
Seeking a new opportunity in biomechanics, sports, or medical research, development and design.
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Finch's Brewery in Chicago.
Story here -- http://craftedsocialmedia.com/2011/05/17/finchs-beer-social-brand/
Links:
Michael Allan G.
CEO | Social Business (@iGo2 & @Sobizco) | Social Business Intelligence | Social Strategy | Social Media Monitoring
Des - we did some research on Fosters a while ago and I have sent you the strategy presentation (via Dropbox) - there is more if you need too.
Regards @michae1green
Nicole N.
well written words for the web / simple social media marketing strategies for small business
Hi Des,
Take a look at Stone & Wood brewery in Byron. They are on Twitter, Flickr and Facebook. Lovely guys + they are doing beer inspired degustation dinners - amazing!
the best,
Nicole
P.S. they're in here too http://www.linkedin.com/company/stone-&-wood-brewing-company
Links:
Hi Des,
Take a look at the article attached to this answer.
Best,
Jason
Links:
Patrick M.
Director at SiliconCloud.com. Inbound Marketing
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Budweiser uses social media to promote their 'ice cold' beer. Through the monitoring of Twitter, Facebook ect, they can see the response by the public about their marketing campaigns and reviews of their company itself. Monitoring social media has become a very important tool for businesses that want to effectively use social media in their marketing strategy. Check out these tips/ reasons for monitoring social media. Hope this helps.
http://www.siliconcloud.com/10-tips-on-monitoring-social-media/
Links:
Hi Des,
XXXX is a good case study. http://vimeo.com/11675268.
The challenge was to connect the brand with its fans in an ongoing and sustainable way. Holler built a site aggregating cotent from sites such as YouTube, flickr, twitter and blogs. A content and community manager serves a stream of content. Results in 2009: 1,000,000 visits, 27,000 subscribers to its loyalty club and more than 17,000 fans on facebook.
Hope this helps.
Jenny
Links:
Deirdre R.
Freelance writer, copywriter and blogger
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Fullsteam Brewery in Durham NC used social media before launch to build buzz and fans and has continued to use it effectively. Doing a quick search for stories, I found two. I'm sure there's more:
http://www.founderbuzz.com/interviews/sean-wilson-translates-twitter-engagement-into-fullsteam-brewery-success/
http://grainbill.blogspot.com/2011/02/week-8-sean-lily-wilson.html
Des, you can find several good examples of beer companies using social media on my blog: http://craftedsocialmedia.com/blog/
Crafted focuses specifically on social media in the beer community. Take a look at some of the examples I've covered in the last several months, and feel free to get back to me with any questions. I'm happy to offer additional insights to help you out.
Links:
@Heavenlybrew on Twitter just finished a campaign on Kickstarter.com to fund the opening of their brewery. I'd say that's pretty damn successful use of social media. They raised more than $40k.
Des, one of the best examples in the UK is BrewDog.
Links:
Hi Des,
Take a look at a blog post I did about this subject a while back:
http://frommymellin.com/2011/05/social-media-and-craft-beer.html
Back then it was Stone and Dogfish leading the charge. However, since then many more are improving including Brooklyn Brewery, Finch Brewing in Chicago, Sixpoint in Brooklyn and others.
Cheers!
Des, I did consulting with what I believe was the first! Give ne a shout and I'll get you the details.
Hi Des!
There are a lot of breweries doing some great things with social media. Here are a few of my personal favourites:
Deschutes: http://www.blogworld.com/2011/04/19/small-business-social-media-profile-deschutes-brewery/
Narragansett: http://bostinnovation.com/2011/04/26/how-narragansett-wins-the-david-vs-goliath-beer-marketing-battle/
Stone Brewing: http://www.arikhanson.com/2011/05/09/social-media-case-study-stone-brewing/
Boundary Bay: http://www.blogworld.com/2011/06/10/small-business-social-media-profile-boundary-bay-brewery/
I hope this is helpful.
Cheers!
Zoe Geddes-Soltess
Community Engagement, Radian6
@zodot
Des, The first company that comes to mind is Molson-Coors up here in Canada. I don't know what's available online as far as case studies, but they've had several successful blogger outreach programs and Facebook campaigns around the hockey playoffs.
Lisa G.
Internationally-experienced web veteran, project manager, metadata wrangler, writer, etc.
While it's not a case study, it should provide some interesting anecdotal data. Ashley Rouston (@thebeerwench) did a survey on Twitter a few months ago to determine which breweries were perceived by craft beer drinkers as successful users of social media - the top ten are listed below. The usual suspects like Dogfish Head, Rogue and Stone all featured, but Surly was the overall 'winner.'
It's actually rather difficult for me to think of a craft beer brewery that doesn't engage well with their customers via social media; if they aren't already doing it, they've missed out.
Links:
Yes, the craft brewery COOP Ale Works (based out of Oklahoma) has done an amazing job using social media and grassroots efforts to grow their brand and also their business. Doesn't hurt that they make amazing beer either.
Feel free to contact JD Merryweather at COOP (jd@coopaleworks.com) and tell them Sandip Patel referred you.
- Sandip
Guinness aka Diageo has run some v smart campaigns here in Europe as has Carlsberg
Wallace J.
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Fitch & Carlsberg
I am not sure how successfully but Stone Brewing down here in San Diego is using social media, so is Anchor Brewing in Northern California. Miller Coors and AB/Inbev are both trying to figure it out.
Brijendra C.
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