This document summarizes Beam Inc.'s approach to using social media. It discusses how Beam thinks about consumers as a "TV network" and aims to engage them to share brand stories. It outlines Beam's social media team and strategy. It also explains how Beam uses NetBase's social media analytics to monitor conversations, measure campaign results, and inform marketing efforts like those for Maker's Mark and Hornitos. Finally, it summarizes the social media response to Beam's acquisition announcement by Japanese company Suntory.

1. How Uses Social to
Stay in Good Spirits
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2. | Confidential | © 2013 NetBase Solutions. All Rights Reserved Worldwide.2
Today’s Speaker
Andrea Javor
Global Director, Digital &
Media Strategy
@andreaejavor
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3. BEAM INC APPROACH TO SOCIAL
Role of NetBase in our Global
Digital Strategy
@andreaejavor
#beamsocial

4. ANDREA JAVOR
4
Global Director, Digital & Media Strategy
Beam Inc.
@andreaejavor

5. WHAT I WILL COVER
5
How we think about social media
Who we are/how we manage
How we use NetBase

6. WE BELIEVE THE WORLD IS UNIQUELY,
DIGITALLY JOINED TOGETHER
6

7. AND THAT CONNECTIONS BUILD
BRANDS EFFECTIVELY
7

8. Beam’s View of Social
8

9. Think of our consumers
as a ‘TV Network’
9
CONSUMERS ARE THE MEDIUM #ME
Make your consumers work
harder for you, by working harder
for them
they determine
what they will ‘air,’
to what audiences
We measure their
messages through likes,
shares & tweets
give them a reason to engage with you,
to share your brand story
they will reward you with their
influence and advocacy

10. HOW BEAM MANAGES SOCIAL
10

11. Media/Social Team at Beam
11
Jason Miller
Matthew Day Charlotte Hides Diana Fakhouri
Bill Cramblit, Sr
Analyst Social
Listening
Katie Fischer,
US Media Manager
Gail Hansche
Social Content Strategy Team

12. SOCIAL CONTENT STRATEGY TEAM
12
Jason Miller
Matthew Day Charlotte Hides Diana Fakhouri
Gail Hansche
Social Content Strategy Team
• The living, breathing,
human voices of our
brands
• These teams manage
the social outreach
through organic
conversation on the
brand owned pages
• Experts at social
platforms critical to
Beam’s brand growth
strategy including
Facebook, Twitter,
Instagram, Pinterest,
Tumblr, YouTube

13. MEDIA MANAGEMENT
• Optimizes our media efforts through
POEM approach
• Ensures agency output is
progressive and matching the
acceleration in the marketplace
• Focusing our investments across all
media and building efficiency
across all media (TV, Outdoor,
Digital, Print, Social, Mobile) by
being more effective
• Its about impressions that make an
impression
Katie Fischer,
US Media Manager

14. SOCIAL ANALYTICS & LISTENING
• Uses data to size up our social
media efforts into realistic
application to the business
• Manages data in real time to drive
effective pace of optimization in all
social efforts across the business
• Defines a bespoke system for
Beam’s evaluation of Social ROI to
help us be more effective in both
organic & paid placements
• Proactively monitors consumer
conversations that could surface
corporate risk
Bill Cramblit, Sr
Analyst Social
Listening

15. Our Primary Business Contributions
15
• Driving excellence in media investment – cost savings, maximizing
agency output, placing bets using real-time insights on today’s
consumer
• Building continuous consumer dialogue through authentic
relationships – social channel management, content creation, data
analysis to better understand
• Education – building the savvy of the organization at large, staying
connected to outside world to keep up with accelerated pace of change

16. Social & Our Business
• Drive sales
– Social efforts must connect to the most fundamental commercial objectives on the
business in real time
• Build brand equity
– We tell our brand stories and create meaningful experiences for consumers within
the spaces they are most passionate
• Help us gain a technical advantage
– Social efforts should introduce the organization to sophisticated tools that
streamline cross-departmental workflows
• Allow us to learn by leading
– Social media should be used to test new opportunities to lead our competition in
the digital space
• Build internal aptitude
– Our efforts in social should build a broader base of consumer understanding
among all levels within the organization
16

17. How we use NetBase
17

18. GLOBAL ENTERPRISE-WIDE SOCIAL
DATA RESOURCE FOR LISTENING
18

19. NETBASE HELPS US DO THE CORE
THINGS WE DO … BETTER
CONTENT EXPERTISE19

20. NETBASE HELPS US DEFINE GREATER
SYNERGIES BETWEEN POEM
20

21. NETBASE HELPS US LIVE OUR VALUES
OF TRANSPERANCY & AUTHENTICITY
21

22. Maker’s Mark: A Case Study in Social
Transparency
22

23. We’re Changing the Proof of Maker’s
Mark
23

24. Within One Week, We Knew What We
Had to Do
24

25. The Story in the Press Quickly Changed
25

26. And Consumers Were Happy Again
26

27. BASIL HAYDEN: SMALL & LOCAL
27

28. Basil Hayden Influencers
28

29. HORNITOS TV + SOCIAL AMPLIFICATION
29

30. Harnessing Social TV for Brand
Awareness
30
Hornitos is new to Twitter with a relatively small
audience – in activating this social campaign, we
sought to increase brand awareness in a
premium space.
The Brand Challenge
• Gain awareness
from soccer and
tequila fans with
authentic,
premium
messaging during
the USA vs. MEX
WCQ match.
Brand Goal
• Track
impressions,
mentions,
retweets,
favorites, and
followers during
promoted tweet
campaign
Measurement
• Engage fans
discussing the
match in real time
with a combination
of pre-written
tweets and live
feedback

31. Content & Engagement Success
31
• Cross-functional prep: Beam, Starcom, Barbarian, and iCrossing worked together to craft tweets,
graphics, and launch promotion
Content & Strategy
The Results
• 2,653,167 impressions: People who
saw tweets
• 618 Retweets: People who shared the
tweets
• 124 Replies: People who responded to
@Hornitos
• 214 Follows: People who signed up to
receive future tweets from @Hornitos
• The promoted tweets were live for 8 hours: 4 hours
pre-game, 2 hours during game, 2 hours post-game
• Pre-game content earned highest engagement rate
(6.79%), while post-game content earned the most
impressions (1,340,457)
• Users anticipating the game led to pre-game RTs, while
during matches, many are too captivated to check their
phones
• Vary your content: 15 pre-written tweets and 4 graphics prepared us for situations like goals and
halftime, combined with live reactions from Diana/Hornitos watching the game
• Live launch: Diana and iCrossing viewed game together to optimize content. When 1st goal of game
was scored, player’s name was added to targeting and received highest engagement rate of the
campaign

32. CORPORATE ANNOUNCEMENT OF
ACQUISITION
32

33. BEAM & SUNTORY ANNOUNCED
33

34. Beam/Suntory Announcement 13/1/14
Social Web (largely Twitter and forums not “owned” by Beam brands):
 Beam, Inc.
o 2,523 Mentions
o 98% Sentiment ( 50 to 100 = Positive | 0 – 50 = Negative )
*scale goes all the way to -100
 Jim Beam
o 8,505 Mentions
o 97% Sentiment ( 50 to 100 = Positive | 0 – 50 = Negative )
 Maker’s Mark
o 2,604 Mentions
o 88% Sentiment ( 50 to 100 = Positive | 0 – 50 = Negative )
Jim Beam
Facebook page:
 75 – 100 Fan Comments
o 53 Fan Comments between fans on our pages
 19% Net Sentiment on total comments
o When filtered on anything related to Suntory, net
sentiment drops to -6%
 Top themes:
o Un-American
o Sellout
o Never drink and/or buy
Twitter:
 219 direct mentions of the acquisition
 56% Net Sentiment
o The majority of mentions have been re-tweets or news
broadcasts
o Top Themes (same as above)
Maker’s Mark
Facebook page:
 75 – 85 Fan comments
 -12% Net Sentiment
 Top themes:
o Disappointing
o Never drink and/or buy
o Cancelling Ambassador program
Twitter:
 154 Mentions
 41% Net Sentiment
 Top Themes (same as above)

35. THANK YOU!
35

36. | Confidential | © 2013 NetBase Solutions. All Rights Reserved Worldwide.36
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