1. 1. Cultivating Community SIBA BeerX Louise Doherty Digital Audience Lead, BBA 3/23/2015
2. 2. Cultivating Community 1. BBA & Theres A Beer For That 2. The Value of Community 1. Working Together
3. 3. Our Mission: To Reignite Britain's Love of Beer
4. 4. DiversityQuality Versatility
5. 5. TV Digital Media Social & Digital PR & Events 2014 Programme
6. 6. 2015 Programme Digital & SocialPR & Events On & Off Trade ActivationATL & Media
7. 7. Beer Club Weekly place for beer lovers to discuss and discover beers Topics, hosted by experts Fuels website content and eCRM strategy Brings the industry together Works at any stage of beer
8. 8. Beer Club
9. 9. Beer Club
10. 10. #BeerMatch Instant beer and food matching Sommelier recommendations Communicates style, brand, tasting notes Tags brand to follow up Industry expertise to the masses Working on website version
11. 11. #BeerMatch
12. 12. #BeerMatch
13. 13. #BeerMatch
14. 14. Theres A Beer For That
15. 15. The Value of Community
16. 16. Advertising alone isnt enough Trust 76% of people dont think advertisers tell the truth Engagement Youre more likely to survive a plane crash than click on a banner advert Attention Consumers receive up to 4,500 commercial messages a day Yankelowich, Solve Media, Dynamic Signal
17. 17. What is Community? A specific group of people who form relationships over time around a common interest
18. 18. Good Signs Interaction between members Returning members Content that connects
19. 19. Why do people get involved? Reputation Sense of belonging Anticipated reciprocity Altruism Incentives Social capital
20. 20. Why do people get involved? Zuberance
21. 21. The Value of Community Market Insight Customer loyaltyBrand advocates Product development Customer service Content distribution Increased revenue, decreased costs Long term business asset Sales
22. 22. LEGO Timely Content Movie parodies, moments content Curating UGC App to create movies, sharing photos Always On Charlottes Letter Community to Products & Sales Crowdsourced products 1% of sales May 4th 1m engagements $10ksales FB: 10m T: 225k IG: 427k YT: 654k
23. 23. Focus on Advocacy
24. 24. Focus: Advocacy L-R: McKinsey, Deloitte, Fleishman Hillard & Hearst, Comscore, Zuberance, Zuberance, McKinsey HBS Press, Marketing Charts
25. 25. The Opportunity
26. 26. Understanding Advocates
27. 27. Why Advocate? 73% Recognition Thank you Acknowledged as a good advocate Asked for help 63% Access Exclusive invite Access unique content/information Real relationships 56% Rewards Prizes, gifts Money cant buy experience Virtual rewards
28. 28. Encourage and Enable
29. 29. Working Together
30. 30. Swap Logos and Links
31. 31. Follow @BeerForThat /BeerForThat BeerForThat.com
32. 32. Share (and suggest!) Content
33. 33. Join Beer Club
34. 34. Add Beers to #BeerMatch
35. 35. Newsletters
36. 36. Working Together Growth Brilliant Beer Unified message Lobbying