Lone Pine Brewing

Rebecca Hardin, Melissa MacLeod, Olivia Payne,Skip Spoerke, and Andrew Whiting

Agenda➔ SWOT Analysis➔ Social Media Audit ➔ Target Audience➔ Key Messages➔ Recommended Platforms➔ General Tactics➔ Platform Tactics➔ Time Management➔ Analytics

➔ Location➔ Followers

○ 768 on Facebook 4/15○ 44 on Twitter 4/15○ 578 on Instagram 4/15

➔ 10-12 vendor accounts➔ One year contract with

Empire➔ Distributing & bottling at

brewery➔ Local sourcing ingredients➔ Offer barrels and half

barrels

➔ Duplicate social media accounts

➔ Few employees➔ Only two beers available➔ No regional distribution➔ New company➔ No tours➔ No hops contract

SWOT AnalysisStrengths Weaknesses

➔ Connections to local music scene

➔ Building a community○ Tastings○ Festivals○ Fairs

➔ Popularity of craft beer increasing

➔ Location○ College town - target

audience○ Close to shore - brand

awareness

➔ Low winter tourism➔ Direct competitors in

region○ Social media presence

➔ Maintaining competitive prices

➔ Competition is already established

➔ Limited supply of hops

SWOT AnalysisOpportunities Threats

➔Company labeled as “Food and Beverage”

➔769 likes

➔Talk about current brewing informationMost likes:

Tuesday, Wednesday,

Thursday

Public: Shows % of page

“likes”from the current

weekCompares

previous week

“About” ➔ Shows a map of the

company's location

➔ Incorporates how Lone Pine will impact consumers

➔ No phone number listed

Social Media Audit

➔Established a biography

➔578 followers

➔Fair amount of traffic on photographs@LonePineBre

wing

Social Media Audit

#LonePine#SharingALone#LonelyNoMore

➔ Reply to every comment

○ Connects consumers to the brewery

➔ Videos are beneficial / interesting to consumers

○ Brewing and bottling

➔ Increase use of hashtags

○ #LonePine #SharingALone #LonelyNoMore

➔No biography

➔No posts

➔Not following anyone

○ Have 44 followers

Social Media Audit

#LonePine#SharingALone#LonelyNoMore

@LonePineBeer

➔ Tweet Daily

○ Searchable tweets

○ Tweet about where the beer is/will be distributed

➔ Post photos to provide visuals

➔ Network with other breweries, restaurants, and venues

➔ Gender neutral

➔ According to craftbrewingbusiness.com,craft beer targets 21 to 34 year olds

➔ Appetite for adventure

➔ Nature enthusiasts

➔ Income between $75,000 and $99,000(9.4% in Portland)

➔ Women 25 to 50 years old

Target Audience

Key MessagesTry Lone Pine➔ Men ages 21-34

Beer makes them feel like one with nature, channeling their inner ruggedness➔ Men ages 35-55

Family man who cherishes being outdoors & living the American Dream➔ Women

Beer brings style and flare with a citrus-infused, bitter free, pleasant and easy-going lifestyle

Hashtags: #LonePine #SharingALone #LonelyNoMore #CraftBeerLone Pine can host online discussions using hashtags

Key MessagesShare Lone Pine➔ Men ages 21-34

○ Details about upcoming beer and events with visual appeal and personalized communication

○ Post about a tasting and show pictures of beers

➔ Men ages 35-55○ Informational communities with personalized

communication○ Flavorful descriptions

➔ Women○ Photographs with updates on brewing○ Social experiences at the tap room or outside venue○ Want to know the nutritional information of beer

Recommended Platforms

Facebook Instagram Twitter

General TacticsDaily engagement

Can be different on Facebook, Instagram, and Twitter

Visual referencesBrewing processUse the 80/20 rule

Hashtags#LonePine #LonelyNoMore #SharingALone #CraftBeer

○ Frequency of use○ Timing○ What hashtags to use○ Following trends, like #TBT

Publicize events○ Time is the only cost○ Measurable

Tag users and pages○ Time is the only cost○ Expand brand awareness

Follower engagement○ Share photos, videos, text-only, quizzes, etc.○ Reply to comments

Facebook Tactics

Top 3 types ofshareable content:

1. Amazing and surprising imagery

2. Trendy topics3. Inspirational

quotesBuzzsumo (2015)

Product marketing○ New beers○ New locations○ Where beers are being distributed

Photos and videos○ Include location○ Hashtags

Use #CraftBeer○ Anyone can be directed to the Lone Pine page○ Anyone can share photos of Lone Pine products

Instagram Tactics

Custom Hashtags#LonePine#SharingALone#LonelyNoMoreLocation hashtags make it easier for customers to find: #PortlandME

Product marketing○ Word of mouth○ Engagement

Follower growth○ Building a following○ Consistency to increase brand awareness○ Analytics track how much attention posts are

receiving

Tags and hashtagsTagging usersLocation, trending, common hashtags increase reach

Twitter Tactics

Custom Hashtags#LonePine#SharingALone#LonelyNoMoreCreate a poll to learn what beer fans like best

Time Management

Monday through Saturday @ 6 AM, 12 PM, 2 PM, and 5:30 PMFour times daily, except Sunday

Monday and Thursday @ 5 PM and 2 AMFour times per week

Monday through Friday @ 3PMSaturday @ 1 PMOne time daily, except Sunday

➔Receive basic analytics reports for free➔Predict the best times to post content➔Schedule social media content updates

Expect at least three months for analytics to stabilizeNot

e

Reduce social media time to one hour a day

Allows you to review

➔ Audience engagement

➔ Message reach➔ Follower

growth➔ Consistency

Thank you,Lone Pine Brewing!

Questions orcomments?