The Social Beer Company is exploring how to better engage consumers through social media. They have learned that consumer lifestyles are changing rapidly and digital communication is replacing traditional forms of interaction. In response, the company partnered with agencies to run social media campaigns on Facebook and gain insights. A campaign for the Cranberries concert generated over 4,000 fans and 4,300 interactions. A summer activation campaign increased fans to nearly 5,000 and saw 1,100 interactions. The company is now integrating social media engagement into core marketing plans.

1. URSUS
Breweries
The Social
Beer Company
(hopefully)
Grant McKenzie
VP Marketing

2. Why would a beer company be
so anti-social?

3. What are we doing
in response to changing
consumer lifestyles?

4. What are we doing about Social Media?

5. Thoughts for today
 What we know BUT also How we feel
 Why not more progress?
 What we are doing
 What we are learning
 Tips for agencies
& marketing people

6. What we know
We realise
the speed
50 million 50 million 50 million 50 million 100 million
users users users users users
of change 38 years 14 years 4 years 3 years 12 MONTHS
is
accelerating
© 2010 Digitas, All rights reserved.

7. We know that we own this
…but we don’t own this anymore

8. ME!

9. We know there’s nothing anti-social about digital
communication

10. What we know Globally
 Facebook at over 500mil users is the world’s 3rd largest country –
it attracts 50% of the world’s social media ad spending
 1 in 6 US marriages through people who met on social media
 One third of 18-34 yo women in US check FB before going to
bathroom in morning
 95% of UK companies use LinkedIn to find an attract employees
(50% FB)
 195 million Chinese under 25 use the internet, 75% from mobile

11. Consumers trust the opinion of strangers!

12. What we know Romania
Romania: rapid growth of internet users: 9.8 million internet Users
45% Nationwide Penetration, 85%+ Urban
Internet rapidly growing. Great affinity for 18-45 y. o
5 million Romanians use social media
81% of Facebook users in Romania are 18-44.
Only 7% penetration (UK 44%, CZ 26%) total population and 21% (UK 53%, CZ 40%) internet
penetration….so this will dramatically grow!
4 out of 10 4 out of 10 Romanians that go online have at
least one social network account.
Facebook has rocketed beginning with late 2009 and doubled its traffic, reaching over
1,6 million accounts in Romania
Twitter now counts over 34,000 accounts based in Romania (personal and companies),
traffic having increased to 620 000 unique visitors in May 2010.
Blogging
Blogging is still a popular activity - over 58 500 Romanian blogs are now active.

13. What we know Romanian consumers
Online & Mobile are the fastest growing media
Internet penetration in urban areas reached 85% & mobile penetration 120%
Internet Daily Usage Top 15 Sites in Romania
34%
Urban Pop.
43%
62%
Peroni
74%
56%
Ursus
67%
44%
Redd's
59%
37%
Timisoreana
48%
0% 20% 40% 60% 80%
The site with the highest combination of visitors and pageviews
2009 2008 is ranked #1.

14. What we feel….

15. Actually we feel like this…
”I gotta get up but I kind of like it down here”

16. So why not more progress?
• The task can seem daunting – where to start?
• Who can provide sensible and coherent training? – not
the agencies and the tech ready marketing generation
are too inexperienced
• Initial projects delivered poor results casting doubt on the
ability of the platform
• None of us are technically trained to analyse & respond
• The establishment (ATL, media agencies) are afraid of
this and not incentivised to recommend!
• We are afraid to loose control…!

17. But at URSUS we decided to change FROM
– Ad hoc projects on digital that usually supported ATL
– Level of enthusiasm and commitment depended on brand
manager
– No shared learning or team understanding
– No basic technical knowledge
– Being a bit scared of what might go wrong

18. ..TO
– Portfolio annual digital agency agreements
– London expert consultants to support us and agencies
– A la carte training on technical issues
– Regular shared team reviews
– Plans in place on each brand for the whole year
– Experimenting, trying, failing, succeeding, learning, repeating

19. The part with the example….

20. We decided to engage with some consumers we
thought would be SUPER social!
REDD’S did not have any social media presence in June 2010
We had some stuff we thought was worth sharing
Cranberries concert
REDD’S summer activation

21. We decided to run a campaign through Facebook
– to generate awareness & interest in events
– to encourage interactivity therefore engagement
– to start to build up relationship with consumers
– to see if we could make it work

22. Too tasty for men – the fan page – The wall

23. Too tasty for men – the fan page –Fresh tab

24. Cranberries
Teasing period (1 week)
We have used a custom tab and facebook ads to announce the association between Redd’s and
Cranberries and create expectations for the following weeks.
Activation 1 – Photo contest – me and my best friends (1 week) – Prizes 6 tickets
We know that girls like to go out in groups and usually they are 3 best friends. The users had to post
pictures with their best friends and invite others to vote using the like button. We have offered 2
prizes of 3 tickets for the pictures with most votes.
Activation 2 – Poetry contest – Haiku ( 1 week) – Prizes 6 tickets
Haiku poetry style is popular and considered cool by our target. We have developed a contest in which
the users had to write a haiku poetry with some given words: Redd’s, Cranberries, flavour, lemon.
Activation 3 – quizzes about Cranberries for existing fans ( 1 week) – Prizes 18 tickets
As the page has reached 4000 fans the last activation purpose was to offer incentives to loyal
followers. In 4 days
we had 9 quizzes and 9 prizes x 2 tickets.

25. Cranberries
Teasing period (1 week) - Flavors tab

26. Cranberries
Activation 1 - Me and my best friends ( 63 pictures in the contest , 1809 votes (likes)

27. Cranberries
Activation 2 – Haiku contest – 36 poems, 1860 votes (likes)

28. Cranberries
User evolution
17th June -75 fans (launch date)
20th June -368 fans
25th June -948 fans
30th June -2341 fans
5th July -2954 fans
20th July - 4100 fans
Number of interactions
Total interactions: 4300
Demographics
Female – 70%
Male – 30%

29. Redd’s Summer
We had 5 similar activations for 5 weeks. At the beginning of each week we have posted a photo album with the
picstaken in the weekend.
Users came to our facebook page, tagged themselves and entered the competition. Before each weekend we have
announced the seaside locations where the photographs will take pictures.
The user that received most votes during a week was awarded the prize – the photo camera.

30. Redd’s Summer
Summer activation – facebook tab

31. Redd’s Summer
Summer activation – pictures

32. Redd’s Summer
User evolution
20th July - 4100 fans
15th August – 4970 fans
Number of interactions
Total interactions: 1100
Contest
Total pictures: 455
Total votes: 1401
Demographics
Female – 70%
Male – 30%

33. So what?
• We made some progress
– We invested in total less than €4k and managed to
get over 5000 fans and 000’s of interactions
(We decided against getting more fans, instead going after interaction)
• We learned something
– Online activations that send users to offline are much
more effective than offline activations that send users
to online.
We saw this by comparing the 2 campaigns – Cranberries vs. Summer

34. We are learning how to integrate this social
media and user driven content approach into
the heart of our plans

35. www.gcan.ro
Facebook Banners
Twitter
campaign
Digital
Unconventional media
CANs in art galleries
Art Blogs& Websites
Dedicated party with
the participants
involved in design
competition MT POS execution Consumer PR

36. Marketing Results
Objectives Evaluation Criteria Measurement Target Actual (23.09) % over target
Establish core brand equity
within primary target- Blues& Brand association with creativer
Reds spirit No of artworks uploaded 300 385 28.3%
Winning at the point of
awareness/ exposure Reach No of visits 10,000 28,682 186.8%
No of unique visitors 5,000 12,216 144.3%
top accessed page Gcan Gcan
Primary target engagement
(Execution quality criteria) Number of registrations No of accounts 500 1,800 260.0%
average number of page views average number of page views 8 14.00 75%
Average time on site Average time on site - minutes 4 6.57 64%
Bounce rate Maximum Bounce rate (%) 50 39.45 21%
Maximum Cost per thousand
Efficiency of exposure Cost per thousand (E/unique visitor) 0.41 0.17 59%

37. Having started the project in August, we go to market
with a RO consumer designed can in November

38. So far we’ve figured
• Authenticity is key….underpromise and overdeliver
• JUST TRY IT!
• Still…it’s a good idea to have reputation management
process in place
• Social media is no different to a party…..people hang
around where there is action and where people are
interesting

39. Tips for Agencies or Marketing People
(If you boss is Old School)
 Ask for 10% budget (all companies assign budget for “communication trial
experiments”) that last year went to some fancy ATL project
 Approach – learn how to sell the benefits
 Most clients know the big stuff but can’t see what’s in it for them
 Talk about cost effectiveness and effective return on investment eg.
Social media recommendations are “trusted source” so 20x stronger
than a banner
 Use the language of Marketing (not tech) to explain and sell
– Awareness
• Site visitors, Traffic sources, Social media fans
– Engagement
• Conversations, Time on sites, Page views, Clicks, Social interactions
– Loyalty
• Returning visitors, Sharing & Inviting

40. We believe we
have reached
base camp
on the
social media
journey