Beer's Social Gets Loco with Mobile

SOCIAL GOES LOCO ON MOBILE

Three Tiers of Beer Share Perspectives on Social in a Mobile World.

2011 NBWA BIECC

Proprietary and Confidential ©2010 Real Branding, Inc. All Rights Reserved

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


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


THREE HORESEMEN OF MOBILE

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Not RIM


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


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


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


DAILY AND MONTHLY SHOPPING ACTIVITY

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Source: comScore October 2011


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


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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Proprietary and Confidential ©2010 Real Branding, Inc. All Rights Reserved 14

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?

Proprietary and Confidential ©2010 Real Branding, Inc. All Rights Reserved 18

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


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


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


LOCAL, SOCIAL, MOBILE:ONE DISTRIBUTOR’S OPINION

#NBWAVEGAS#SoLoMo

Bob MackSocial Media and DevelopmentMonarch Beverages and World Class Beers


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


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


BENEFITS TO MONARCH BEVERAGE CO.• Incremental sales• Higher $ case sales• Relevance in growing category• Perceived as beer experts• Attract and retain quality suppliers


MONARCH AND WORLD CLASS

Traditional


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



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


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”


LOCAL, SOCIAL, MOBILE:ANOTHER DISTRIBUTOR’S OPINION

#NBWAVEGAS#BIECC#SoLoMo Brian Mullaly

Vice President of Technology and DevelopmentElyxer Distributing


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


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


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.)


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


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


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


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


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


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