Corporate Best Practices Snowman Brewing Co.

Transcription

1 Crprate Best Practices Snwman Brewing C. Abut Snwman Brewing C. Funded between , Snwman Brewing Cmpany s a craft brewery specializing in gluten-free beer. It uses new and unusual ingredients while adapting t traditinal brewing techniques t create a beer that can be universally enjyed. The cmpany ffers Amber, Brwn, Pale and Hney Lavender India Pale Ale. Snwman Brewing Cmpany is Trnt s first exclusively gluten-free brewery. They re lking t expand int lcal bars in the near future. Their missin is t brew great tasting craft beer everyne can enjy. Facebk Page ( Jined Facebk Oct. 12, likes, fur peple talking abut it as f Nv. 10, Last Facebk pst: Oct. 21, 2013 Replies back t cnsumer psts in a persnalized message Replied back t sme users psts, vague in details f when they will be a full start-up cmpany Their beer s sampled thrugh special events (exclusive) Prmtes prduct thrugh psting links t events including Trnt Beer Week and Cask Days (Craft Beer Festival) Desn t reply quickly t user questins Shuld be timely when respnding Desn t make users feel valued r listened t Recmmendatin: have staff checking Facebk hurly t ensure that users questins are seen and answers can be frmulated within 24 hurs Desn t reply t all user questins Implies t users that its intends t be an infrmatinal medium rather than participatry Recmmendatin: respnd t users within 24 hurs t create relatinships with users, in hpes that they will becme brand ambassadrs fr the cmpany Can increase reach, since it s a small cmpany (<10 staff) 1

2 Twitter Page ( 71 tweets, 241 fllwing, 989 fllwers --via Nv. 8, 2013 Last tweet: Oct. 21, 2013 Fairly active prir t Nv. 8, 2013 (i.e., several tweets per week) Tweets are clear and well written Replies t cnsumer questins varies between a few hurs and a few days Strng prmtin f CaskDays, a lcal craft brewing festival they participated in (Oct , 2013) Psts phts f their beer and participatin in beer festivals Relatively decent prmtin f their presence in the Greater Trnt Area Allws users t see their prduct in actin Recmmendatin: cnsider whether an Instagram wuld be a cmplimenting medium fr phts If Twitter s being used t dcument their presence at beer festivals, it might be wrth setting up an Instagram t engage with the fdie cmmunity Incnsistent tweeting schedule This culd be due t their small staff (n fficial Scial Media Manager) Recmmendatin: Schedule Tweets via Htsuite Ensures that the Twitter accunt is mre regularly active Wn t make up fr engagement issues since thse Incnsistent with replying t fllwers Recmmendatin: Scheduling tweets via Htsuite wuld render mre time fr engagement (Twitter meant fr engagement, after all) Desn t use hashtags Prevents users frm participating in cnversatins Recmmendatin: create hashtags relating t upcming events/prmtins Will increase visibility and fster cnversatin amngst beer cnnisseurs Culd inspire Twitter chats in the near future when the cmpany grws its scial media presence 2

3 Blg ( Nv. 10, 2013 Links t Facebk, Twitter and Ggle+ Tabs: Our Stry, Our Beer and In the News Blg has nly tw psts, bth n July 2 Blg titles: An Open Letter t ur Fans and Brewing with Madisn Vilet (flk band) Links t live Twitter feed Cntains five t six tags fr each blg pst Visually appealing website that s easy t navigate Appealing clur scheme: blue, brwn, white and black (aligns with lg) Tabs clearly labeled n tp f hme page with scial media platfrms Well equipped with an active Twitter feed and calendar fr upcming events Users can see the stry behind their cmpany and pictures f the staff, making it mre persnal t the user. Nt all scial media platfrms are linked Might explain their lack f fllwers/engagement Recmmendatin: link t all scial media platfrms t ensure maximum engagement and reach pprtunities Nt very active in their blg, shws n engagement with users cmments Last updated Jul. 2, Recmmendatin: write mre psts, especially abut beer events they re participating in Wuld benefit their audience, wh can nly hear abut it via Twitter Ggle+ Prfile ( 10 peple have them in their circle via Nv. 10, Five peple are in their circle N apparent strengths n Ggle+ prfile Page cntains n phts, updated psts, cntact details r an Abut page describing the cmpany N engagement r active use in their Ggle+ page Cntains nly cver page and lg Recmmendatin: remve prfile s they can fcus n ther scial media platfrms 3

4 This is because there s n engagement r active use within Snwman s circle LinkedIn Page ( Three fllwers N psts, listed prducts r jb pstings Lack f cmpetitin (prfiles fr direct cmpetitrs aren t well develped) Une Année Brewery LLC, Brewery 85, Great State f Beer Inc., The Beer Guys Ltd., Premier Draft (Pages als viewed) Many smaller breweries like Snwman have few fllwers, n cntent r listed prducts Isn t engaging with users because there s n cntent t engage with N user incentive t engage Recmmendatin: add blg article links and ther cntent t make prfile mre infrmatinal If the aim isn t t engage, at least infrm yur users Desn t have any jb pstings A main pull fr engagement and fllws n LinkedIn is jb pprtunities Snwman s a small cmpany wh may nt be interested in expanding in the near future Desn t seem t be a pressing issue fr the rganizatin LinkedIn is used t cnnect t prfessinally netwrk Nt always the right platfrm fr all businesses Snwman is a small rganizatin with under 10 emplyees If they aren t seeking grwth, they wn t be pressed t use LinkedIn t cmmunicate Recmmendatin: use prfile t prmte events and cnnect with the beer cmmunity/festivals 4

5 Analytics Klut Page ( Key Statistics Scred 42 via Nvember 8, 2013 Tpics: Beer, Breweries, Ontari, Trnt, Televisin Strengths Their tpics fr key influence are directly related t their target market (beer drinkers) 42 s a respectable scre fr such a niche market as gluten-free beer Weaknesses Ggle Keywrd Search Twitter is the nly scial media platfrm attached t their Klut Recmmendatin: have all scial media platfrms attached t Klut t render a mre accurate scre It wuld allw Snwman t accurately measure their scial media influence having all platfrms attached t Klut Have n +K s frm ther influencers (endrsements n their tpics) Recmmendatin: ask fr +K s frm ther influencers Wuld add legitimacy t their tpics Keywrd Search: Snwman Brewing Cmpany Links t blgs frm: BlgTO, TrntBeerBlg.cm, CanadianBeerNews.cm, Blg.GlutenFreeOntari.ca n the first page Articles are frm 2011, and aren t current/recent Recmmendatin: reach ut t blggers t feature prducts in exchange fr prduct sampling Will reach a fdie and beer cnnisseur audience (their target market) and increase demand and sales This will increase their PageRank, resulting in mre recent cverage The first three results are their website, Facebk and Twitter accunt Website might appear first because it s linked t Twitter and Facebk (increases PageRank) Recmmendatin: make website and Facebk mre f a pririty since it s mst cmmnly clicked Twitter is their mst active applicatin, but the website and Facebk page require mre wrk 5

6 Keywrd Search: Gluten-free beer Trnt, Snwman desn t appear until the third page Only paid search result was Rickards, and it nly appears n the first page (Strengths and Weaknesses Cntinued n Next Page) Ggle Keywrd Search Strengths Direct cmpetitin isn t using paid search, s there s rm fr grwth Rickards desn t make gluten-free beer, s it s nt a direct cmpetitr (mass vs. niche market) Prvides pprtunity t be the nly ther paid search Weaknesses Desn t appear n the first page, therefre it receives significantly less traffic than ther craft breweries St. Peter s G-Free, Trnt Brewing C., Heady Brew C., Glutenberg American Pale Ale Recmmendatin: previus recmmendatins fr all scial media applicatins wuld ultimately wrk tgether t increase PageRank fr Snwman These results may allw Snwman mre rganic search results and nt require them t purchase paid results 6