Presentation from the Beyond Social 2013 event in Birmingham, October 2013

2. ©WEBER SHANDWICK 2013 All rights reserved @wsscotland / @craigmcgill #beyondsocial2013
• #brumdished
• UGC flagging up the best
Birmingham had to offer
• More than 10,000 submissions
• Councils, tourists boards,
individuals all getting in touch
raising awareness
• Hashtag reached millions of
people
• More people cooked and ate
out, raising awareness
• Birmingham also had the Dine
Birmingham event
#futurefoodies
Birmingham’s the right place for nom, nom, nom

3. ©WEBER SHANDWICK 2013 All rights reserved @wsscotland / @craigmcgill #beyondsocial2013
• @tesco
• Lack of press due to other
events
• Online to the rescue
• SEO benefits
• Longer engagement
• Increase in sales
Tesco Enjoy the Taste of Scotland (and Belfast and
elsewhere)

4. ©WEBER SHANDWICK 2013 All rights reserved @wsscotland / @craigmcgill #beyondsocial2013
• Scotsmen who couldn’t give
away their beer
• Took to the world
• Had a story and a product
• Engaged, engaged, engaged
• Bypassed all the traditional
models
• No Portman Group
• No advertising
BrewDog
• Results:
• On sale in more than 70
countries
• Turnover of £10.7m in
2012 - £3.4m in 2010
• @brewdog / brewdog.com

5. ©WEBER SHANDWICK 2013 All rights reserved @wsscotland / @craigmcgill #beyondsocial2013
• Many saw it as an average
whisky despite award wins
• Hugely engaging Master Blender
@the_nose
• Took to YouTube, Facebook,
Twitter, Google Hangouts with a
passion & regular updates
• Put a fan on the side of F1 car
• Team monitored for
opportunities, built an audience
• Results:
• Invited to Twitter HQ
• World’s first brand Google+
event
• Sales up, brand awareness
up in new sector
Whyte & Mackay

6. ©WEBER SHANDWICK 2013 All rights reserved @wsscotland / @craigmcgill #beyondsocial2013
• Started as a blog post talking
about whisky at South Pole
• Online showed demand
• CNN used basic YouTube
video, National Geographic
made a one-hour TV show
• More than £5million of whisky
sold
• A success through seeding and
engagement
• Not a crowdsourced whisky –
Glenmorangie Caskmasters
did that – but the interest was
crowdsourced
Shackleton whisky

7. ©WEBER SHANDWICK 2013 All rights reserved @wsscotland / @craigmcgill #beyondsocial2013
• Scotland’s other national drink
• Cheeky advertising and online
presence lead to real world
results
• Scotland’s main examples of
online engagement: this and
Hurricane BawBag
• Bottles spotted on eBay for
£50
• @newfromIRNBRU
Irn Bru: taking on Coke in a funny way

8. ©WEBER SHANDWICK 2013 All rights reserved @wsscotland / @craigmcgill #beyondsocial2013
• Artisan restaurant in Aberdeen -
@musaaberdeen
• Little budget for advertising but
@musajohn a strong, engaging person
• Looked at @illegaljacks @redonionglasgow
@BurgerMeatsBun went engaging online
• Used data
• Talks about others, not itself
• Results:
• Most special events booked after
reading about online
• People ask chefs for advice online
• Engaged audience rallies round
restaurant and staff
• Higher profile than many restaurants
with large ad budgets
Musa

9. ©WEBER SHANDWICK 2013 All rights reserved @wsscotland / @craigmcgill #beyondsocial2013
• Be on the main channels and
always look for the new
channels
• Don’t have a strategy for
Facebook or Twitter – have a
strategy for engagement
• Mobiles are the new PCs
• Use your data – what do your
analytics tell you?
• You are only good media if
you are regular media
• Think like a punter not like
your boss – online is not about
you
• Aligning to business goals still
an underappreciated skill
Pointers and tips: what’s the win?

10. ©WEBER SHANDWICK 2013 All rights reserved @wsscotland / @craigmcgill #beyondsocial2013
• Any questions? Ask away!
Or grab me on
• @craigmcgill
• cmcgill@webershandwick.com
• LinkedIn.com/in/craigmcgill
• @wsscotland
• webershandwick.com
Thank you