Social Media Strategy

December 17th 2015

By: Koehler Lange, Jessie Lundberg, Cassie Mcnamara and

Justine Ness

Table of Contents
Overview.....
p.2
Who is 612 Brew..
..p.2
Situation Competitor Analysis..
..p.3
Target Audience..
..p.4
Facebook....
p.5
Instagram.
..p.5
Twitter....
.p.6
Blog..
p.7
Experience Strategy.
p.9
Activation
Plan.p.10
Management and Measurement.......
p.11
User Generated Content..
..p.12
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Content Calendar..
..p.15
References....
p.17

OVERVIEW
We have created a social media strategy for 612 Brew. We have come up
with their target audience, SWOT analysis, social media plan and a content
calendar for three months. All of these elements will come together to help
boost their social media presence and let more people know about 612 Brew.

Who is 612 Brew?

The co founders of 612 Brew are 4 men then call themselves the 612 Crew.
The 612 Crew consists of Ryan Libby, Robert Kasak, Jamey Rossbach, and
Aditya Adit Kalra. They are located in Minneapolis and they specialize in
brewing different types of beers as well as organizing entertainment within
the establishment (mostly musical events). 612 Brew has a Facebook,
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Instagram, Twitter, and Vimeo. On Facebook, they have 13,582 likes and a
4.6/5 rating. They dont post everyday but rather every couple of days, still
creating a lot of content. They are really good with making sure there is an
image with the text for each post. On twitter they have 16,000 followers and
they are more active, posting almost every day. They havent really dived
into Instagram yet because they only have 2 posts and 914 followers. They
could do a lot more with Instagram because so many people love scrolling
through, and looking at pictures. Vimeo isnt as big as the other media they
are using and they havent updated it in a year. Their Facebook page and
Twitter account are successful. They have a good amount of followers and
they have a really good rating. There is no one person that does all the
posting at 612 Brew. It is more of a collaboration amongst the 4 guys.

Situation Competitor Analysis

a. Strengths: They have a large, changing variety of beer as well as a strong
entertainment presence within the establishment (musicians, events, etc.).
They also have decent territorial distribution through liquor-stores and bars.
b. Weaknesses: There is high local competition and they are a smaller
organization than many other companies. 612 also has a relatively low social
media presence compared to other local breweries. 612 Brews main
competition on social media would be Dangerous Man Brewing Co also in
Minneapolis. After looking at all their competition on Reference USA,
Dangerous Man has the most social impact. It was actually the only one that
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had more Facebook likes than 612 Brew. Dangerous Man has 18,307 people
that have liked their page on Facebook. They have a similar posting pattern
as 612, but their content is more artsy and gives off more of a hipster vibe.
They post more pictures of people, whereas 612 Brew posts more poster
looking pictures to go along with their posts. On Twitter, Dangerous Man has
14,600 followers, so 612 Brew is beating them out on that platform. 612
should try getting more Facebook followers because that is where people go
to look up review and see posts and reviews from customers. Dangerous Man
is also lacking presence on Instagram with no posts and 250 followers.
Dangerous Mans strength is definitely Facebook and their website is very
nice, but other than that, 612 Brew is right up there with them. 612 Brew
needs to focus on getting more people to like 612 Brew on Facebook and also
posting more pictures of the staff and customers to make the page feel
friendlier and not so much like a huge advertisement.
c. Opportunities: There is a high demand for local breweries and crafted
beers currently and there is also a large variety of grouped, local events (pub
crawls, Oktoberfest, etc.).
d. Threats: There are a lot of other breweries in the Twin Cities area, so
standing out among them could prove to be difficult. Also some of these
other breweries have a stronger presence on social media.

Target Audience

Overall, the target audience seems to be younger, 22-30 year old men, but
there are also women that enjoy drinking their beer. Their audience would
generally prefer laid-back environments and higher-quality, artisan malt
beverages. 612 Brew sells higher quality beverages because they believe in
quality over quantity, and they target people that can afford nicer beer. Also
we are looking at people that live within 50 miles of the Twin Cities or people
that may travel there a lot. However, the company may try to increase their
target audience by attempting to gain further interest in the brewery. This
would mean getting their name into travel brochures, blogs, media, etc. in
hopes that audiences outside the Twin Cities metropolitan area will seek out
the company when they are in the area.

Social Media Strategy

Facebook
Facebook is an important medium to be present on. Most companies post to
Facebook two or three times a week with a photo and some text to go along
with it. It is important to post pictures of the actual customers and staff
enjoying their time at 612 Brew. Currently, 612 Brew posts upcoming events
as well as new brews they are presenting. Along with this, they post updates
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of where you can find their beer outside of the brewery. 612 Brew posts both
pictures as well as status updates about every three to four days. We noticed
that other breweries included their customers more in their posts by posting
pictures of them, whereas 612 Brew has very little pictures of their
customers. Adding more pictures of their customers will give people a feel of
the atmosphere of 612 and seeing people having fun and enjoying their 612
Brew beer will encourage people to try out the brewery. We want to post a
photo with text every Monday, Wednesday and Friday at 5pm. That way it is
at times when people are getting off work and maybe catching up on what
they have missed on social media and 612s post will be a recent post.
Instagram
612 Brew is revamping their Instagram. They used to only have two photos
within a year, but now they have posts about every two to three days. We
noticed that people hashtag 612 Brew quite frequently and tag them in
their photos so they have a good chunk of followers. Their description box on
Instagram states their address, which would be very helpful to first time
visitors. 612 should be posting about every other day. Instagram is all about
pictures so finding something valuable to post every other day could be
hard, but it is important to keep your name in the feed. 612 Brew should post
events, new beer, and live shots of people having fun. Adding videos, which
they have none of will also get a across the atmosphere of 612. Videos could
be of live entertainment, the line at the food truck and even just a shot of the
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brewery when it is busy with fun people. People love video on their feeds.
Also posting their user generated campaign posts twice a week will give
followers something stable to look forward to. 612 Brew should consider
hiring someone to take higher quality photos so that they are more
appealing to the eye and stick out while you are scrolling through your feed.
Compared to other breweries on Instagram, 612 Brew is lacking the creativity
seen in other photos.
Twitter
It is important for 612 Brew to have a presence on Twitter due to the fact
that they have 16,000 followers. Looking at 612 Brews Twitter page, it looks
like they do a lot of retweeting of their neighboring restaurants posts. They
also retweet posts from the bands that have performed there. 612 Brew does
a lot of tweeting to other Minnesota breweries and they also tweet every
month what they have on tap in their taproom. It is important for companies
to acknowledge when people tweet at them and 612 Brew does tweet back
when people tweet at them. 612 Brew doesnt post a lot of pictures on
Twitter but the pictures that they do post are the same as the ones they post
on Instagram. Twitter is important for connecting so posting a short fun tweet
everyday will keep people interested and thinking about 612 Brew. With
Twitter, staying connected is easier because it the posts are short and you
dont need a picture to be successful. Twitter is important for getting out
events and things that people would what to know that could make them
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come in. Also retweeting fun tweets that have to do with beer and anything
brewing related will make people think 612 is likable.

Blog
Currently 612 Brews blog consists of videos made by Maverick Drone that
shows busy days at the brewery. They also give insight to events such as
concerts. We felt as though 612 Brew doesnt go into enough depth in their
blog posts so we came up with a new strategy they can apply. The strategy is
to create two blogs, one blog will be about food and beer and the other blog
about the creation and flavor of the selection of beers. The blogs will be
tweeted and put on the Facebook feed. Each blog will encourage the

customers to directly connect to their Facebook and Twitter feed. The first
blog will give readers information about what beer goes best with what food.
The blog additionally will post recipes, which will be useful for readers and
entertaining in describing the process of creating the recipe with writing
about the unsuccessful attempts before coming up with a recipe that works.
The blog will be open for comments and the writer will try creating recipes
received in the comment section or provided by customers at the brewery..
The blog will include a 10-15 second clip of the writer sitting down to a meal
or the new recipe with the featured beer.
The second blog will be about the beer and interesting information about the
creators and the craft beer itself. The blog will include a 10-15 second clip of
the writer smelling, tasting and reviewing the beer. Additionally the blogs will
include pictures from 612 Brew with customers and their reaction to the
suggestion of beer for the particular meal or to the recipe. The customer will
be tagged, which will advertise 612 Brew to their friends. These blogs are
practical and both the purpose and execution of the blogs would be clear to
the client because they can easily be implemented. The blogs will be
successful in generating more likes to Facebook and more followers to Twitter
which will generate more customers and more interest in the beer 612 Brew
sells. Customers to breweries are looking for the exchange of information
and they want to know what it was that inspired the beer they are drinking.

Consuming a beer at a brewery is an experience and that experience will be

enhanced with the additional knowledge they obtained from the blog.
The experience strategy is to capture the atmosphere like the television
show Friends that is created at 612 Brew, in 10-15 second film clips and in
photographs. It is to let the customers experience the gratification achieved
crafting a new brew. The customer's experience will mimic a sport
enthusiasts passion and devotion.
The activation plan will be to determine whether any of the owners have the
creativity to write a blog and if they do, whether they want to take on the
job. If they do not, then it will be to determine how much money they would
want to pay to have someone write the blogs. Again, there will be two blogs,
one about food and beer and the other about the beer and the creation of
the beer. One blog will be created using Weebly and the other Web.com. The
blogs will be created with a background of the writer and their appreciation
for craft beer and how they came to appreciate the creating of beer. The
management and measurement will be done by noting the addition to the
Facebook likes and Twitter followers. In addition to objective measurement
will be what is noted subjectively by the conversations the blog generates
within the brewery. The owners and employees will be mindful if their
customers are talking about either blog. A screen will be set up at 612 that
will run the 10-15 second clips with a box that will take both suggestions for
the bloggers to write about and for recipes to try and create.
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Experience Strategy
The personality of 612 Brew needs to be fun and quirky. Breweries are a
place where people go to let loose and have fun and this should be
highlighted through social media. It needs to feel like a place that people can
go and relax and enjoy beer and friends. Anytime one of us have gone to the
brewery, there are big groups of friends and everybodys laughing and
having fun. The atmosphere is different than the bar scene as it is more calm
and people are really just relaxing and enjoying their beer. It is important to
make it seem like anyone could go there and have a good time.
The posts need to showcase the beer as well as the brewery and show that
atmosphere. Also, by letting the viewers know what kind of events they are
hosting will let people see what 612 is into. They are really into local
businesses and supporting local artists and their posts reflect that.

Activation Plan
Gain followers, get likes, comments and shares to spread awareness. Post 23 pictures with text to Facebook every week showing whats going on at 612.
Their presence isnt as great on Facebook as it is on Twitter so they should
try to get 30 likes, 10 comments on each picture and try to increase the
amount of shares they get because that will increase the amount of people
that see their posts.

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Post a photo every other day to Instagram showing beers served and the
atmosphere of the brewery. Try to get 40 likes and a few comments because
comments are not a very big part of Instagram. People mainly prefer to like
or repost photos.
612 Brew should post a blog post once a week (preferably the same day
every week so people know when to expect it). They should start an email
list and also post a link to the blog to Facebook and Twitter so people know to
check it out when its live. They should strive for at least 100 views on each
post.
612 Brew should post multiple times a day to Twitter in order to keep up with
deals, events, and beers being served and retweet fun beer related things.
Our attention span on Twitter is very short-lived so it is important for them to
post quite frequently to remind us of their presence. Also making sure to
retweet things that they feel like their customers will enjoy will help people
understand the atmosphere of 612 Brew and it is like painless content for
them. Someone else took the time to think of it but 612 can still use it for
their benefit while giving credit to the author of the tweet, Its a win - win
situation.

Management and Measurement

Social media makes it really easy to track how a business page is doing.
Facebook has analytics that tell the company what their reach is, how people
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are interacting with their page and more. That is a nice feature that
Facebook and Twitter have but there are sites that combine all of a business's
social media pages together and create analytics for all of them. One
example is Hootsuite.
Hootsuite is a sight that businesses sign up for and have a membership with.
The Pro membership is for medium sized businesses and they can have up to
100 different social media profiles, 10 Enhanced analytic reports and up to
10 people that have access to the site. What is really helpful with using
Hootsuite is that a company can schedule their posts on different sites. You
could schedule your three facebook post for the week because they are more
set in stone so then you have more time to focus on twitter that is harder to
schedule out because it is so fast paced and you should be posting every
day.
Hootsuite does do many other useful things as well as scheduling. It tells you
how well your posts on social media are doing as well as what people are
saying about them. The fact that you can have up to Ten people that are
able to access the page is helpful because it makes it easier to collaborate
and have everyone involved in coming up with the best content. Most
importantly it will save you time because all your social medias are all on the
same page and you can go from one to the other freely.

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The more obvious simple way is just tracking your likes, comments and
shares. It is easy to see what kinds of posts got more activity on them and
what posts got less activity. Making sure that you take that information can
help 612 become aware of what their audience connects with. If there is a
type of post that doesnt really get any action on Facebook maybe try it on
instagram and see if it does better there, or maybe you dont need it at all.
Social media is all about trial and error. As long as you adapt to the feedback
you receive it is okay to have a not as great post every once in awhile. If you
dont try you wont know.

User Generated Content (UGC)

Name: #612andyou
Social Media Platform Used: Instagram
Target Audience: Customers of 612 Brew
Purpose: Increase customer traffic to 612 Brew

Details of the Campaign

The customer will take a selfie with their 612 beer and upload a photo to
Instagram with the hashtag #612andyou and tag 612 Brew to spread
awareness of what 612 Brew is all about. Each Monday, we will select a
photo at random and repost it to Instagram and that person will receive a

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free flight of beer the next time they come in. They must come in within a
time period of 14 days or the deal expires, that way it will push people into
coming in sooner rather than later. We would also put the basic information
of the UGC in the bio with the hashtag 612andyou. We would repost the
instagram post explaining the campaign every Thursday at 5 p.m. because
people will be getting ready to make weekend plans and what better way
than to stop in at 612 for a free flight of beer!
In making sure that this would work as a user generated campaign we
searched #612andyou on Instagram and no results were found. That means
that this would be an easy campaign to filter because there shouldnt be a
lot of clutter to sort through, all the post should be from 612 customers
which is the goal!

Example:

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Content Calendar
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References:
Benna, Steven. "The Best times to Post on Facebook, Instagram, and Twitter."
Business Insider.
Business Insider, Inc, 29 July 2015. Web. 25 Oct. 2015.
"Gale Cengage Libraries." Demographics Now. N.p., n.d. Web. 10 Nov. 2015.
"Hootsuite - The Best Way To Manage Social Media." Hootsuite - The Best
Way To
Manage Social Media. N.p., n.d. Web. 6 Dec. 2015.
Joe. "Top Four Tips For Using Social Media To Promote Your
Brewery."MicroBrewr. N.p., 17 Mar.
2014. Web. 12 Nov. 2015.
"612Brew." 612Brew. N.p., 2014. Web. 30 Sept. 2015.

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