Yes! Were Open:
Nothing Like It: Innovation in Media & Sports
#SFsummitMeet the Panelists
Sam PierceManager of Digital & SocialChip Ganassi
Racing@MsSamPierce
Tina WungDir. of Digital Strategy &
InnovationAnheuser-Busch@tina_wung
Josh RickelVP of Media &
EntertainmentSpredfast@joshrickelYOUR HOST TODAY:2
#SFsummit3The Evolution of SocialThe Evolution of Social
#SFsummitWith Challenge, Comes Opportunity How do marketers
maximize value for themselves, their fans, and their consumers on
the ever-growing number of platforms?4
#SFsummitCGR and Social MediaSocial Integration in Racing:
Providing Value Beyond a LogoSam Pierce
5
#SFsummit
#SFsummit
6Who We Are
#SFsummit7
#SFsummit
Evolving beyond just a throw in
DriverCarSponsorTeam USING #HASHTAGS TO GET BEYOND THE HOOD IN
AN UNCONTROLLED ENVIRONMENT
#SFsummit9Innovating & Activating Differently
Product Use
Partner Campaign
#SFsummitValue of Discussion10
#SFsummit11Thinking off the track & outside the Box
Digital Assets
Whats Next
#SFsummit
12Looking to the future
New Methods
New Spaces
#SFsummitAnheuser-Buschs Approach to Social Media InnovationTina
Wung13
#SFsummit
#SFsummit
ABs social media strategy and execution have evolved rapidly,
driving us to become industry innovation leaders.
#SFsummitBeen an evolution because after FB and TW came onto the
scene and brands realized they needed to be there, but then there
was massive social media proliferation and we needed to be much
smarter about where we play14
15Weve evolved our strategy and execution in major ways.
How
Where
What
Why
So What?
#SFsummit
15
16How: First, we invested in ourselves. DEDICATED DIGITAL
STRATEGY & EXECUTION TEAMBEER GARAGE: ABIS DIGITAL INNOVATION
CENTER OF EXCELLENCE
#SFsummit1). Invested in ourselves (capabilities)2). Demanded
proof of ROI from mature platforms (FB, TW, YT), pulled back on
investments that werent delivering results3). Did strategic
assessments of new platforms16
Where: In the beginning, we built brand presences on the major
platforms.
#SFsummitStrategy of WHERE has evolved: A few years ago, we
tried to be everywhere bc we felt we had to be FB & TW but now,
we are very selective and purposefulInvested in building our social
presences, Created presences in other areas but not focused or
strategicAlso we were still figuring out how to measure social.
Invested a lot in digital b/c we knew we had to be there, but we
didnt know if it was actually driving ROI.
17
Where: Now, we pioneer brand partnerships with the latest
emerging platforms.
#SFsummitBud Light was first ever brand to partner with Tinder
for video advertisingInstagram sweeps submission
18
What: We quickly invested in learning about & innovating
against content creation specific to each platform.
#SFsummitNative, organic content delivered by the influencers of
the platform
19
@BeerMe
Why: We innovated ways to use mature platforms to test
proof-of-concepts for much larger business challenges.
#SFsummitFacebook to buy friends beer@BeerMe
20
Why: The role of social has expanded from reach & awareness
to a variety of tactical objectives where appropriate.
STRATEGIC ROLE: Reach & awareness to drive penetration and
brand health amongst Millennials
TACTICAL ROLES:To drive a specific call-to-actionTest new
consumer behaviorTest e-commerce innovationGather and apply
real-time consumer data Enhance physical consumer experience Drive
engagement and loyalty amongst top consumers and influencers
#SFsummitFacebook to buy friends beer@BeerMe21
So What? We demand results and innovation from mature platforms
and ad products.
#SFsummitDatalogixGood Consumer Survey22
Q&A TimeTina WungAnheuser-Busch@tina_wungSam PierceChip
Ganassi Racing@MsSamPierce
#SFsummit
