UASM Capital City Brewstaurants

Desiree Malhado, Trevor Wilson, Katy Muller, Simona Drapkin, Logan Doyle

A Student-run Social Media Campaign

Capital City Brewstaurants

Brewstaurant: (noun) A restaurant that brews its own beer.

•Popularity in the capital region is increasing

• Albany Pump Station• The Van Dyck Lounge• Browns Brewing Co• Brunswick BBQ & Brew

•About Us: From breweries and restaurants, you get Brewstaurants! Grab a great dinner and enjoy it with the capital region's best craft beer. We're here to show you where you can find the best beer and the best atmosphere.

Target Audience• 21-35 year olds, both male

& female

• Attempted to reach college students and young professionals

• Challenge: reaching an audience interested in the topic and social media

Campaign/Relationship Goals

• Generate organic followers and fans– Make them look good

• Be the source of information and social activity relating to Brewstaurants– Give people a reason to “talk”– Create Conversation

Selected Metrics

• Klout (K-Score)

• Impact– Number of followers– Number of references and citations– How often user is retweeted– How often user is retweeting others– The relative frequency at which the users posts updates

Implementation

• Platforms:– Facebook– Twitter– Pinterest

Facebook

Twitter

Pinterest

Metrics Outcome

• Klout Score– Early Success– Decrease towards the end of the campaign

• Impact– Not as much success as we would have hoped

Areas for Improvement

• Small reach• Authority– Tracking issues

• Time Restraints– College life– 3 month growth

• Finding the Right Audience

Campaign Positives

• RT’s by followers• Twit Pics• Getting conversation going• Pinterest fan base– Visual Elements

• Learning how to effectively use SMM