Social Media Strategy December 17th 2015

By: Koehler Lange, Jessie Lundberg, Cassie Mcnamara and Justine Ness

Table of Contents

Overview………………………………………………………………………………...…..…p.2

Who is 612 Brew……………………………………………………………………..………..p.2

Situation Competitor Analysis……………………………………………………..……..…p.3

Target Audience…………………………………………..…………………………………..p.4

Facebook…………………………………………………………………………....…………p.5

Instagram………………………………………………………………………………….…..p.5

Twitter……………………………………………………………………………………....….p.6

Blog…………………………………………………………………………………………..…p.7

Experience Strategy…………………………………………………………………….……p.9

Activation Plan……………………………………………………………………………….p.10

Management and Measurement…………………………………………...……....………p.11

User Generated Content……………………………………………………………..…..…p.12

Content Calendar…………………………………………………………………..………..p.15

References………………………………………………………………………....…………p.17

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OVERVIEW

We have created a social media strategy for 612 Brew. We have come up with their

target audience, SWOT analysis, social media plan and a content calendar for three

months. All of these elements will come together to help boost their social media

presence and let more people know about 612 Brew.

Who is 612 Brew?

The co founders of 612 Brew are 4 men then call themselves the 612 Crew. The 612

Crew consists of Ryan Libby, Robert Kasak, Jamey Rossbach, and Aditya “Adit” Kalra.

They are located in Minneapolis and they specialize in brewing different types of beers

as well as organizing entertainment within the establishment (mostly musical events). 612

Brew has a Facebook, Instagram, Twitter, and Vimeo. On Facebook, they have 13,582

likes and a 4.6/5 rating. They don’t post everyday but rather every couple of days, still

creating a lot of content. They are really good with making sure there is an image with

the text for each post. On twitter they have 16,000 followers and they are more active,

posting almost every day. They haven’t really dived into Instagram yet because they only

have 2 posts and 914 followers. They could do a lot more with Instagram because so

many people love scrolling through, and looking at pictures. Vimeo isn’t as big as the

other media they are using and they haven’t updated it in a year. Their Facebook page

and Twitter account are successful. They have a good amount of followers and they have

a really good rating. There is no one person that does all the posting at 612 Brew. It is

more of a collaboration amongst the 4 guys.

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Situation Competitor Analysis

a. Strengths: They have a large, changing variety of beer as well as a strong

entertainment presence within the establishment (musicians, events, etc.). They

also have decent territorial distribution through liquor-stores and bars.

b. Weaknesses: There is high local competition and they are a smaller organization

than many other companies. 612 also has a relatively low social media presence

compared to other local breweries. 612 Brew’s main competition on social media

would be Dangerous Man Brewing Co also in Minneapolis. After looking at all their

competition on Reference USA, Dangerous Man has the most social impact. It was

actually the only one that had more Facebook likes than 612 Brew. Dangerous

Man has 18,307 people that have liked their page on Facebook. They have a

similar posting pattern as 612, but their content is more artsy and gives off more of

a hipster vibe. They post more pictures of people, whereas 612 Brew posts more

poster looking pictures to go along with their posts. On Twitter, Dangerous Man

has 14,600 followers, so 612 Brew is beating them out on that platform. 612 should

try getting more Facebook followers because that is where people go to look up

review and see posts and reviews from customers. Dangerous Man is also lacking

presence on Instagram with no posts and 250 followers. Dangerous Man’s

strength is definitely Facebook and their website is very nice, but other than that,

612 Brew is right up there with them. 612 Brew needs to focus on getting more

people to like 612 Brew on Facebook and also posting more pictures of the staff

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and customers to make the page feel friendlier and not so much like a huge

advertisement.

c. Opportunities: There is a high demand for local breweries and crafted beers

currently and there is also a large variety of grouped, local events (pub crawls,

Oktoberfest, etc.).

d. Threats: There are a lot of other breweries in the Twin Cities area, so standing out

among them could prove to be difficult. Also some of these other breweries have

a stronger presence on social media.

Target Audience

Overall, the target audience seems to be younger, 22-30 year old men, but there are

also women that enjoy drinking their beer. Their audience would generally prefer laid-

back environments and higher-quality, artisan malt beverages. 612 Brew sells higher

quality beverages because they believe in quality over quantity, and they target people

that can afford nicer beer. Also we are looking at people that live within 50 miles of the

Twin Cities or people that may travel there a lot. However, the company may try to

increase their target audience by attempting to gain further interest in the brewery. This

would mean getting their name into travel brochures, blogs, media, etc. in hopes that

audiences outside the Twin Cities metropolitan area will seek out the company when

they are in the area.

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Social Media Strategy

Facebook

Facebook is an important medium to be present on. Most companies post to Facebook

two or three times a week with a photo and some text to go along with it. It is important

to post pictures of the actual customers and staff enjoying their time at 612 Brew.

Currently, 612 Brew posts upcoming events as well as new brews they are presenting.

Along with this, they post updates of where you can find their beer outside of the

brewery. 612 Brew posts both pictures as well as status updates about every three to

four days. We noticed that other breweries included their customers more in their posts

by posting pictures of them, whereas 612 Brew has very little pictures of their customers.

Adding more pictures of their customers will give people a feel of the atmosphere of 612

and seeing people having fun and enjoying their 612 Brew beer will encourage people to

try out the brewery. We want to post a photo with text every Monday, Wednesday and

Friday at 5pm. That way it is at times when people are getting off work and maybe

catching up on what they have missed on social media and 612’s post will be a recent

post.

Instagram

612 Brew is revamping their Instagram. They used to only have two photos within a year,

but now they have posts about every two to three days. We noticed that people hashtag

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“612 Brew” quite frequently and tag them in their photos so they have a good chunk of

followers. Their description box on Instagram states their address, which would be very

helpful to first time visitors. 612 should be posting about every other day. Instagram is all

about pictures so finding something valuable to post every other day could be hard, but

it is important to keep your name in the feed. 612 Brew should post events, new beer,

and live shots of people having fun. Adding videos, which they have none of will also get

a across the atmosphere of 612. Videos could be of live entertainment, the line at the

food truck and even just a shot of the brewery when it is busy with fun people. People

love video on their feeds. Also posting their user generated campaign posts twice a

week will give followers something stable to look forward to. 612 Brew should consider

hiring someone to take higher quality photos so that they are more appealing to the eye

and stick out while you are scrolling through your feed. Compared to other breweries on

Instagram, 612 Brew is lacking the creativity seen in other photos.

Twitter

It is important for 612 Brew to have a presence on Twitter due to the fact that they have

16,000 followers. Looking at 612 Brew’s Twitter page, it looks like they do a lot of

retweeting of their neighboring restaurant’s posts. They also retweet posts from the

bands that have performed there. 612 Brew does a lot of tweeting to other Minnesota

breweries and they also tweet every month what they have on tap in their taproom. It is

important for companies to acknowledge when people tweet at them and 612 Brew does

tweet back when people tweet at them. 612 Brew doesn’t post a lot of pictures on Twitter

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but the pictures that they do post are the same as the ones they post on Instagram.

Twitter is important for connecting so posting a short fun tweet everyday will keep

people interested and thinking about 612 Brew. With Twitter, staying connected is easier

because it the posts are short and you don’t need a picture to be successful. Twitter is

important for getting out events and things that people would what to know that could

make them come in. Also retweeting fun tweets that have to do with beer and anything

brewing related will make people think 612 is likable.

Blog

Currently 612 Brew’s blog consists of videos made by Maverick Drone that shows busy

days at the brewery. They also give insight to events such as concerts. We felt as though

612 Brew doesn’t go into enough depth in their blog posts so we came up with a new

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strategy they can apply. The strategy is to create two blogs, one blog will be about food

and beer and the other blog about the creation and flavor of the selection of beers. The

blogs will be tweeted and put on the Facebook feed. Each blog will encourage the

customers to directly connect to their Facebook and Twitter feed. The first blog will give

readers information about what beer goes best with what food. The blog additionally will

post recipes, which will be useful for readers and entertaining in describing the process

of creating the recipe with writing about the unsuccessful attempts before coming up

with a recipe that works. The blog will be open for comments and the writer will try

creating recipes received in the comment section or provided by customers at the

brewery.. The blog will include a 10-15 second clip of the writer sitting down to a meal or

the new recipe with the featured beer.

The second blog will be about the beer and interesting information about the creators

and the craft beer itself. The blog will include a 10-15 second clip of the writer smelling,

tasting and reviewing the beer. Additionally the blogs will include pictures from 612 Brew

with customers and their reaction to the suggestion of beer for the particular meal or to

the recipe. The customer will be tagged, which will advertise 612 Brew to their friends.

These blogs are practical and both the purpose and execution of the blogs would be

clear to the client because they can easily be implemented. The blogs will be successful

in generating more likes to Facebook and more followers to Twitter which will generate

more customers and more interest in the beer 612 Brew sells. Customers to breweries

are looking for the exchange of information and they want to know what it was that

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inspired the beer they are drinking. Consuming a beer at a brewery is an experience and

that experience will be enhanced with the additional knowledge they obtained from the

blog.

The experience strategy is to capture the atmosphere like the television show Friends

that is created at 612 Brew, in 10-15 second film clips and in photographs. It is to let the

customers experience the gratification achieved crafting a new brew. The customer's

experience will mimic a sport enthusiast’s passion and devotion.

The activation plan will be to determine whether any of the owners have the creativity to

write a blog and if they do, whether they want to take on the job. If they do not, then it

will be to determine how much money they would want to pay to have someone write

the blogs. Again, there will be two blogs, one about food and beer and the other about

the beer and the creation of the beer. One blog will be created using Weebly and the

other Web.com. The blogs will be created with a background of the writer and their

appreciation for craft beer and how they came to appreciate the creating of beer. The

management and measurement will be done by noting the addition to the Facebook

likes and Twitter followers. In addition to objective measurement will be what is noted

subjectively by the conversations the blog generates within the brewery. The owners and

employees will be mindful if their customers are talking about either blog. A screen will

be set up at 612 that will run the 10-15 second clips with a box that will take both

suggestions for the bloggers to write about and for recipes to try and create.

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Experience Strategy

The personality of 612 Brew needs to be fun and quirky. Breweries are a place where

people go to let loose and have fun and this should be highlighted through social media.

It needs to feel like a place that people can go and relax and enjoy beer and friends.

Anytime one of us have gone to the brewery, there are big groups of friends and

everybody’s laughing and having fun. The atmosphere is different than the bar scene as

it is more calm and people are really just relaxing and enjoying their beer. It is important

to make it seem like anyone could go there and have a good time.

The posts need to showcase the beer as well as the brewery and show that atmosphere.

Also, by letting the viewers know what kind of events they are hosting will let people see

what 612 is into. They are really into local businesses and supporting local artists and

their posts reflect that.

Activation Plan

Gain followers, get likes, comments and shares to spread awareness. Post 2-3 pictures

with text to Facebook every week showing what’s going on at 612. Their presence isn’t

as great on Facebook as it is on Twitter so they should try to get 30 likes, 10 comments

on each picture and try to increase the amount of shares they get because that will

increase the amount of people that see their posts.

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Post a photo every other day to Instagram showing beers served and the atmosphere of

the brewery. Try to get 40 likes and a few comments because comments are not a very

big part of Instagram. People mainly prefer to like or repost photos.

612 Brew should post a blog post once a week (preferably the same day every week so

people know when to expect it). They should start an email list and also post a link to the

blog to Facebook and Twitter so people know to check it out when it’s live. They should

strive for at least 100 views on each post.

612 Brew should post multiple times a day to Twitter in order to keep up with deals,

events, and beers being served and retweet fun beer related things. Our attention span

on Twitter is very short-lived so it is important for them to post quite frequently to remind

us of their presence. Also making sure to retweet things that they feel like their

customers will enjoy will help people understand the atmosphere of 612 Brew and it is

like painless content for them. Someone else took the time to think of it but 612 can still

use it for their benefit while giving credit to the author of the tweet, It’s a win - win

situation.

Management and Measurement

Social media makes it really easy to track how a business page is doing. Facebook has

analytics that tell the company what their reach is, how people are interacting with their

page and more. That is a nice feature that Facebook and Twitter have but there are sites

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that combine all of a business's social media pages together and create analytics for all

of them. One example is Hootsuite.

Hootsuite is a sight that businesses sign up for and have a membership with. The Pro

membership is for medium sized businesses and they can have up to 100 different social

media profiles, 10 Enhanced analytic reports and up to 10 people that have access to the

site. What is really helpful with using Hootsuite is that a company can schedule their

posts on different sites. You could schedule your three facebook post for the week

because they are more set in stone so then you have more time to focus on twitter that is

harder to schedule out because it is so fast paced and you should be posting every day.

Hootsuite does do many other useful things as well as scheduling. It tells you how well

your posts on social media are doing as well as what people are saying about them. The

fact that you can have up to Ten people that are able to access the page is helpful

because it makes it easier to collaborate and have everyone involved in coming up with

the best content. Most importantly it will save you time because all your social medias are

all on the same page and you can go from one to the other freely.

The more obvious simple way is just tracking your likes, comments and shares. It is easy

to see what kinds of posts got more activity on them and what posts got less activity.

Making sure that you take that information can help 612 become aware of what their

audience connects with. If there is a type of post that doesn’t really get any action on

Facebook maybe try it on instagram and see if it does better there, or maybe you don’t

need it at all. Social media is all about trial and error. As long as you adapt to the

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feedback you receive it is okay to have a not as great post every once in awhile. If you

don’t try you won’t know.

User Generated Content (UGC)● Name: #612andyou

● Social Media Platform Used: Instagram

● Target Audience: Customers of 612 Brew

● Purpose: Increase customer traffic to 612 Brew

Details of the Campaign

The customer will take a selfie with their 612 beer and upload a photo to Instagram with

the hashtag #612andyou and tag 612 Brew to spread awareness of what 612 Brew is all

about. Each Monday, we will select a photo at random and repost it to Instagram and that

person will receive a free flight of beer the next time they come in. They must come in

within a time period of 14 days or the deal expires, that way it will push people into

coming in sooner rather than later. We would also put the basic information of the UGC in

the bio with the hashtag 612andyou. We would repost the instagram post explaining the

campaign every Thursday at 5 p.m. because people will be getting ready to make

weekend plans and what better way than to stop in at 612 for a free flight of beer!

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In making sure that this would work as a user generated campaign we searched

#612andyou on Instagram and no results were found. That means that this would be an

easy campaign to filter because there shouldn’t be a lot of clutter to sort through, all the

post should be from 612 customers which is the goal!

Example:

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Content Calendar

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References:

Benna, Steven. "The Best times to Post on Facebook, Instagram, and Twitter." Business

Insider.

Business Insider, Inc, 29 July 2015. Web. 25 Oct. 2015.

"Gale Cengage Libraries." Demographics Now. N.p., n.d. Web. 10 Nov. 2015.

"Hootsuite - The Best Way To Manage Social Media." Hootsuite - The Best Way To

Manage Social Media. N.p., n.d. Web. 6 Dec. 2015.

Joe. "Top Four Tips For Using Social Media To Promote Your Brewery."MicroBrewr. N.p.,

17 Mar.

2014. Web. 12 Nov. 2015.

"612Brew." 612Brew. N.p., 2014. Web. 30 Sept. 2015.

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