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Micro-breweries go social
…or not
Summary of findings from a survey
of Scottish Micro-breweries’ web
social life
Glasgow, August-September 2010
Contact us +44(0)7717714595 www.twintangibles.co.uk
info@twintangibles.co.uk © twintangibles 2011
Contact us +44(0)7717714595 www.twintangibles.co.uk
info@twintangibles.co.uk © twintangibles 2011

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Survey Highlights
• 67 surveyed
• 9 closed (or other names), 1 too big to be
a microbrewery (Caledonian Brewing
Company)
• 57/58 relevant microbreweries
• 54/55 have website (5 as part of
hotel/pub they’re attached)

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Social Media Presence

4. www.twintangibles.co.uk
acebook
• 25/26 have a Facebook Page (incl. 2
community pages and 1 page as part of
hotel/pub attached)
• Number of Fans:
o 5000 ca. for Brewdog;
o Max nr. of fans (excl. BrewDog): 1993
o 14 pages have under 100 fans
o 4 pages have under under 10

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Uses of acebook
• Community Creation
• Notification service to alert fans/clients
• Events/Offers notifications
• Mailing list
• Using instead of website when website is
down or restructuring (Es. Inveralmond)
• Job opportunities

6. www.twintangibles.co.uk
witter
• 11/12 micro-breweries have a twitter
account
• 7/8 are active (i.e. posted sth in the past
week)
• only 3 are following more than 70
• 7/8 have more than 100 followers
• 3630 is the max. nr of followers (BrewDog)
• High number of followers doesn’t always
correspond to high activity, and viceversa.

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Uses of witter
- Notification service for:
- Events/Festivals they’re attending (or
not)- - Offers/weeks specials
- Competitions (i.e. captions
competitions)
- Brewery’s activity: production phase, incl.
pictures/videos

8. www.twintangibles.co.uk
Uses of witter
(advanced level)
-Personal/random stuff together with
brewery’s tweets (good if not too frequent)
-Asking for suggestions or opinions from
clients
-Orders from clients

9. www.twintangibles.co.uk
Clear Lack of STRATEGY
• Only 7 micro-breweries show links to their
Facebook page or Twitter on their
homepage/website
• Lack of Coherence
• Lack of analysis of returns
• Lack of method (i.e. people followed on
twitter or lack of interaction with fans on FB)

10. www.twintangibles.co.uk
Other Web Activity
• Total lack of integration with Social Networks
• Scotland’s real ale trail : 8 microbreweries
• Newsletters/Mailing lists
• GoogleMaps to show points of retail
• Youtube
• Blogs
• Flickr
• Polls on website
• Forums

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Our strategy pillars
• Tailored Targeting
• Integration of services
• Consistency
• Method
• Tracking and Analysis
• Links with tourism/brewery associations
• Strong focus/link with review websites

12. www.twintangibles.co.uk
Some advanced uses of Twitter/FB
to suggest
• Crowdsourcing/Ideas Repository gathering
from suggestions or opinions of clients
• Customer service
• Improved use of # to attract more
followers
• FB ads
• NorthSocial Apps
• Review Tab on FB

13. www.twintangibles.co.uk
Other tools available
to improve web-presence
• Soup: to merge all web
content in one place
• Tumblr: esp. for those who
haven’t got a website
• Google ads
• TripAdvisor/Yelp/Insiderpages

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www.twintangibles.co.uk
info@twintangibles.co.uk
@twintangibles