new belgum case study: brewing a fan base on facebook
TRANSCRIPT
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facebook.com/newbelgiummissourifacebook.com/nbnortherncaliforniafacebook.com/nbnorthcarolinafacebook.com/newbelgiumtexas
facebook.com/newbelgium
EXPLORE ALL THINGS RANGER
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Embed video “TdF FC 40s New Belgium” from Temp Creative
Tour de Fat video
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The Beginning
2010: The Foundation
2011: The House
Wrap Up & Happy Hour
AgendaThe Brand
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The Brand
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The Beginning
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Tour de Fat collage
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17
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beer
folly
bikefat tire
friends cruiser
love
great
ride
enjoy
hikingsummer
playing
mountain
new belgiumbetter
livingwin
being
And 7,000 more…
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Virtuous Cycle
A Base of New Belgium Fans…and Their Friends(In contrast to typical media campaign that ends with no continuing benefit…)
As the Fan base grows, so does the “social reach” of the brand, to the Friends of the Fans
200K
100K
0
Engagement App
Convert to FB Fan
Engagement App
Fan Enlists Friends
Social Ads
Convert to FB Fan
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2010 – Building the Foundation
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New Belgium Passes Key Milestone!2010
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2011 Social Strategy
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• Community reaches a critical mass• Expand from national presence to local touch
2010 Foundation
26
2011 Building the House• Focus more effort on “establishing
the relationship” on Facebook• Increase engagement, expression
and conversation• Extend digital engagement from
Facebook to off Facebook…
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2011 Social Roadmap
“Foundational”
“House”
CQ2 CQ3CQ1 CQ4
Extend Digital Engagement
Establish Relationship
Increase Engagement Expression
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Female 36%
Male 63%
13 - 17 18 - 24 25 - 34 35 - 44 45 - 54 55+
4.2%19% 8.5%
2.7% 1.1%
6.5%
31%
18% 4.9% 2.1%
50%
24.5%
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Share Your Joy Ride
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Share Your Joy Ride
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Embed the “Peters Joy Ride FHDQ” video from Temp Creative
Peter’s Joy Ride video
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Last Call
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1. Know your brand
2. Collaborate
3. Integrate across all channels
4. Take risks
5. Engagement = sales
Building A Social Presence
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Thank You!
Have a Fat Tire on Us…