SOCIAL GOES LOCO ON MOBILE
Three Tiers of Beer Share Perspectives on Social in a Mobile World.
2011 NBWA BIECC
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SPEAKERS
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Kathy BenningEVP Global Marketing and Brand DevelopmentBuffalo Wild Wings
Kim JordanCo-Founder, CEO and PresidentNew Belgium Brewing Company
Bob MackSocial Media and DevelopmentMonarch Beverages and World Class Beers
Brian MullalyVice President of Technology and DevelopmentElyxer Distributing
Stephen SurmanVP Digital StrategyAnheuser-Busch/InBev
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INTRODUCING SOLOMOFor the next 10 minutes we’re going to talk about change:• The biggest change in your business since the combustion engine• An appeal for a smarter approach• A look under the dynamics of Social and Mobile and what happens
when it gets local• SoLoMo for the Three Tiers• Let’s do this
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#NBWAVEGAS#SoLoMo@MARKSILVA
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THREE HORESEMEN OF MOBILE
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Not RIM
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SOCIAL AND MOBILE
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50% of Facebook users access Facebook via Mobile. When they do they have twice the activity.
That’s 350 million people of 700 million Facebook users globally, btw.
55% of Twitter users login or access Twitter via Mobile.
100 million active users and 400 million unique reach each month
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ZUCK’S LAWY = C *2^X — Where X is time, Y is what you will be sharing and C is a constant.
In human language: every year internet users will share twice as much information as the year before
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ARE WE COMPLYING WITH ZUCK’S LAW?We share:• Links• Likes• Loves--status, relationships, experiences, passions• Ratings and reviews• Tasks• And now, with Facebook announcements, our music, movies and more
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WHY DO WE GIVE A ZUCK?• 468 million Smartphones will be sold in 2011, a 58% increase from 2010*• 100 million Smartphones in use today* estimated between 36-43%; one of
every two phones sold today is a Smartphone• A recommendation from a trusted friend is up to 50
times* more likely to activate a purchase• Millennials (21-34):
• own average of 2.4 internet connected devices• 62% smartphones and 1/3 own tablet
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Sources: Mashery and JiWire October 2011
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AND THEN THERE’S THE TABLET
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• Easy to use• New usage patterns• 50% of iPad users
purchased in the past month• 100% increase for SMBs in
past quarterSources: comScore and Intermedia October 2011
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DAILY AND MONTHLY SHOPPING ACTIVITY
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Source: comScore October 2011
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NEW DYNAMICS, NEW RULES
• No More Zero-Sum, Winner-Takes All Game Play• No More One-size Fits All Play Book• No More Objectifying Channels/Technology• No More Excuses or barriers• No More Consumers Collaborators, Contributors,
Curators and Champions
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SOLOMO
Credit: Kleiner Perkin’s John Doerr
Not one platform but combination of them
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SOLOMO FOR MARKETERS• Shipments of smartphones & tablets have passed desktops/laptops• US mobile searches grew 4X last year• Google forecasts 16% 2011 searches will be mobile• Google says 1 in 3 mobile searches are local• Converts like crazy: after searching for a local business, 61% of users
called and 59% visited• 74% of consumers have purchased as result of using smartphone while
shopping• 79% of marketers don’t have mobile optimized sites
Credit: Mary Meeker @Google’s Think Mobile 2/10/11 http://www.youtube.com/watch?v=sZO9e1wV23U
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31%
PurchasedIn-Store +5%Researched
on Mobile
MOBILE DRIVES IN-STORE PURCHASES
Source: JiWire October 2011
Geo-Local: Checking Out Benefits of Checking In• Simple place to start
for Brands• Increase consumer
connection and relevance
• Motivates customers
Foursquare & American Express: Linking the Last Mile• Austin, TX test during
SXSW• Spend $5 get $5• Option to donate $1
for $5 of spend• Redemption
notification arrives before the Latte
WHERE CAN IT ALL GO?
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The Ad Becomes the AppAn app-like location experience for every brand
Brand Specific Location Search
Directions to Nearest Store
Branded VideoLocals Deals &
Promotions
IN-APP SEARCHES
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HOW WILL YOU FIT?
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Consumer
Social Graph-Discovery
Search-ReferenceHOW TO LOOK AT SOCIAL-MOBILE ROI• Search Engines and Social
Rankers favor super-fresh content
• In the past 5-years social signals and sharing have eclipsed traditional web content
• The Mobile web is consuming and creating these signals faster and better than before
• Your ROI is relevance: getting found
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WHAT DOES SOLOMO MEAN TO 3 TIERS?For Brewers and Marketers, Below-The-Line is the New Above-The-Line where sales and consideration are one• Put SoLoMo at the core of your brand strategy• Every consumer is an early adopter--how will you appify/adjust to feed that need?• Use different partners and channels to bring custom-solutions to markets and customers• Execute locally, Manage at Scale with Enterprise-Strength Tools (Buddy, HearSay, CoTweet, etc.)• Ask “How Would Steve Jobs Do It?” to bring culture and elegance to your solution
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WHAT DOES SOLOMO MEAN TO 3 TIERS?For Distributors, SoLoMo is the single-largest shift in consumer consumption and behaviors since the automobile. To capitalize you must:• Demand programs for your market that leads with SoLoMo, not added as an
after thought• Value SoLoMo over radio, print and OOH• Prioritize brands that bring custom solutions for key accounts• Prepare for the reality of “perfect information” by making your data
available to key partners
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THANK YOU!
Contact:
Mark SilvaSVP Emerging [email protected]
Brian HarringtonNew Business [email protected]
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Kathy BenningEVP Global Marketing and Brand DevelopmentBuffalo Wild Wings
#NBWAVEGAS#SoLoMo
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[Video]
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Social Media
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SCVNGR
Goal: Reinforce BWW as ultimate destination for beer.
Beer Experience
Jun – Aug 2010 Sep – Oct 2010 Nov – Jan 2011 April - May 2011 Jun – Aug 2011Feb – Mar 2011
1. Work with your national account managers. 2. Support the national plan at the local level 3. Restaurant level promotions 4. Activation of national promotion at the local level. 5. Advertising opportunities. 6. Pricing strategy
WHAT YOU CAN DO
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Stephen SurmanVP Digital StrategyAnheuser-Busch/InBev
#NBWAVEGAS#SoLoMo
Bud Light Port Paradise
Shock Top Brewmaster Video
Fox News San Diego On-Air Prank
LIVE LIFE UNFILTERED with Shock Top
LIVE LIFE UNFILTERED with Shock Top
Motivating, making, and keeping resolutions to live life to the ULTRA.
2011 Band of Buds
I What is the Beck’s Green Box?I Mobile enabled, augmented reality art showcase
I The Green Box ProjectI A Stage for Independent Thinkers
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LOCAL, SOCIAL, MOBILE:ONE DISTRIBUTOR’S OPINION
#NBWAVEGAS#SoLoMo
Bob MackSocial Media and DevelopmentMonarch Beverages and World Class Beers
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WORLD CLASS BEVERAGES• Created in 2002 as specialty division of
Monarch Beverage Co. • Segregated sales force• All craft/specialty brand portfolio• Consumer focused• Incremental sales
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CORE CONCEPTS• Create share of mind for craft brands• Create/inspire beer passion• Educate consumers & retailers• Social (speak openly to consumers)• Local first• We live in the beer culture
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BENEFITS TO MONARCH BEVERAGE CO.• Incremental sales• Higher $ case sales• Relevance in growing category• Perceived as beer experts• Attract and retain quality suppliers
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MONARCH AND WORLD CLASS
Traditional
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TOOLS•Website•Beer Spy (formerly Beer Finder)
•500,000+ searchable distribution points
•Beer U •Deliver custom education to consumers, retailers and distributors
•Social media•Twitter, Facebook, Blog
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EVOLUTION SINCE 2002• Began partnering with others in 2006
+ 25 states in 2011
• Embrace new media+ Web 2.0+ Social media
• Mobile friendly+ Website upgrades in 2010
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RESULTS• 3,000+ influencers “listening” to us
+ People who care about our message+ Indirect influence exponentially higher
• Fewer dollars spent on traditional media• Immediate results• Position ourselves where consumer “lives”
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LOCAL, SOCIAL, MOBILE:ANOTHER DISTRIBUTOR’S OPINION
#NBWAVEGAS#BIECC#SoLoMo Brian Mullaly
Vice President of Technology and DevelopmentElyxer Distributing
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The Challenge: How do we leveragesocial media as a distributor?• Where are we today• Do we engage with the public?• Can we strengthen relationships with our licensed retailers?• Where are the opportunities? What are the risks?• Define a social media strategy
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Engaging with the Consumer• California Laws are very explicit: Cannot provide anything of
value to retailers• § 25500.1. Off-sale retailers & § 25500.2. On-sale retailers• This includes: No Promoting Special Events, No Promoting
Retailers, No POS Alerts• Proxy companies and/or proxy websites are illegal
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Business and Professions CodeDivision 9. Alcoholic Beverages
Chapter 15. Tied-House Restrictions
§ 25500.2. On-sale retailers selling beer, wine, or distilled spirits; prohibited inducement; exclusions; nonretail industry member
(a) Notwithstanding Section 25500, the listing of the names, addresses, telephone numbers, e-mail addresses, or Web site addresses, of two or more unaffiliated on-sale retailers selling beer, wine, or distilled spirits, and operating and licensed as bona fide public eating places pursuant to Section 23038 selling the beer, wine, or distilled spirits produced, distributed, or imported by a nonretail industry member in response to a direct inquiry from a consumer received by telephone, by mail, by electronic Internet inquiry, or in person does not constitute a thing of value or prohibited inducement to the listed on-sale retailer,
provided all of the following conditions are met:
(1) The listing does not also contain the retail price of the product.
(2) The listing is the only reference to the on-sale retailers in the direct communication.
(3) The listing does not refer only to one on-sale retailer or only to on-sale retail establishments controlled directly or indirectly by the same on-sale retailer.
(4) The listing is made by, or produced by, or paid for, exclusively by the nonretail industry member making the response.
(b) For the purposes of this section, "nonretail industry member" is defined as a manufacturer, including, but not limited to, a beer manufacturer, winegrower, or distiller of alcoholic beverages or an agent of that entity, or a wholesaler, regardless of any other licenses held directly or indirectly by that person.
CREDIT(S)(Added by Stats.2000, c. 980 (A.B.2777), § 1. Amended by Stats.2001, c. 567 (A.B.1429), § 5, eff. Oct. 7, 2001.)
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Heavy IT-Savvy Consumer Base• 20 Minutes from Silicon Valley• Combined Population of 716,000• San Francisco Bay Area: 7.2
Million• Year-round Local &
International Tourism
Our Opportunity
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Engaging with the Consumer: What we can do• Provide a Beer Locator on our website• Provide knowledge base for our brands• Create awareness for new product releases• These don’t necessarily have to be through social media
products
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Connecting with our Customers: The Licensed Retailers• Most retailers do not want to use social media as a communication platform• Everyone has different preferences: In-person, Phone, Email, Website, Twitter• Generational differences• Lots of success stories, but clear disconnect on usage of social media• Elyxir needs to service all categories
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Opportunities with Retailers• Twitter seems like the best fit for quick product
announcements• Facebook can complement Elyxir website and/or
drive traffic to it• Most retailers currently are not interested in social
media with their distributors
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Risks• Who controls the content? Does your company have a
unified voice?• At risk for retailers slandering company on the internet• Nothing is private; can’t ‘delete’ a mistake• Resources are required to provide a content-driven site
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Define a strategy• Social media is not going away• Adoption rates will continue to skyrocket• Continue to talk with retailers and ask what they want• Be ready to jump in when appropriate
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#NBWAVEGAS#SoLoMo
Kim JordanCo-Founder, CEO and PresidentNew Belgium Brewing Company
In the beginning, there were table tents and shelf talkers…
-Kim Jordan CEO & Co-Founder New Belgium Brewing Company
The Ethic of Social Media: You have to be sensitive; it’s permissible
marketing.
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And some good advice:After one-and-a-half beers, put the phone
(or the keyboard) down!(our customers want us to be clever and kind)
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PANEL DISCUSSION
• Tweet questions using #SoLoMo and/or @marksilva• Our Speakers:
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Kathy BenningBuffalo Wild Wings
Kim JordanNew Belgium Brewing Company
Bob MackMonarch Beverages and World Class Beers
Brian MullalyElyxer Distributing
Stephen SurmanAnheuser-Busch/InBev
THANK YOU!Mark SilvaSVP Emerging PlatformsAnthem [email protected]
@marksilva on Twitter, Facebook, Slideshare, LinkedIn
+realmarksilva on Google and Skype
http://about.me/marksilva
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http://bit.ly/SoLoMo4Beer