Virginia Eagle Distributing Co.EAGLE AGENCYMELISSA BIANCO, ALEX DIXON, BEN SAFREN, NEAL VESPE

Company Background

Current Social Media Presence

◦ Twitter: 1,500 Followers

◦ Facebook: 4,500 Likes

◦ Instagram: 330 Followers

◦ LinkedIn: 204 Followers

Goals of Social Media Plan

1. Increase brand awareness of the microbreweries

2. Strengthen Virginia Eagle’s brand

3. Increase craft beer enthusiasts’ support online (Facebook, Twitter,

LinkedIn, Instagram)

4. Increase the number of microbreweries that the company distributes for

Budget Social Media Intern $1,200

Boosted Posts $500

Total $1,700

SWOT AnalysisStrengths

● They tweet a lot about the craft brewery scene in Virginia (Twitter)● Posts are a lot about the employees and people who drink the company's beer (Facebook)

Weaknesses● They haven't tweeted often lately, leaving room for improvement (Twitter)● They need to spark more engagement with their users (Twitter)● Not many comments or likes, which shows a low level of customer engagement (Facebook)● The low number of posts (two daily) could be increased (Facebook)

Opportunities● Create more involvement with content that needs the audience to interact● Create more content centered around what Virginia Eagle actually does● Leverage help of VA breweries to help encourage engagement

Threats● Other companies such as Blue Ridge Beverage have a social media presence on Facebook with compelling content● Difficulty creating compelling content that can resonate with established audience

Eagle Agency’s recommended strategy: W-O Strategy

Target Market

1. Craft Beer Enthusiasts◦ Bloggers, influencers, conversationalists

2. Hop Heads◦ Highly educated, disposable income, ◦ Male ◦ Average age 39

3. Beer Babes◦ Young women age 21-34◦ Account for 15% of total craft beer volume

Implementation

Facebook- Over 4,000 likes on the current page,

but only average of 2 comments and 8 likes

• Post seasonal content and promotions

• Offer incentives for interaction

Implementation

Twitter- Engage and tweet directly at current customers and potential customers

• Retweet any positive comments

• Post at least once a day

Instagram- Increase posts to at least one per day

• Utilize relevant hashtags to reach target market #craftbeer

LinkedIn- Currently not sharing any content, not considered an industry expert

• Join groups that involve craft beer enthusiast and post interesting content

• Begin to understand trends in the market

http://youtube.com/v/SupQ1Vck8dk