Beer and social media go hand-in-hand. Learn how to use Social Media to increase your profits, especially if you are in the beer industry. Social CRM is no longer a thing of the past, it is something that every business is now using to cut costs, and advertise effectively.

1. Turning Social Media into Profits in the
Beer Business
September 20, 2012

2. Today’s Speaker
 Chris Bucholtz,
 Editor-in-Chief, CRM
Outsiders, SugarCRM
 Contact:
 cbucholtz@sugarcrm.com
 Twitter: @bucholtz
 www.CRMOutsiders.com
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3. Sponsored by:
 Blytheco
 www.blytheco.com, www.beerstrategy.com
 Business technology experts –
ERP, CRM, HRMS, Marketing Consulting and
Automation
 Follow us on Twitter @blythecollc
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4. Definitions
 Social CRM
A philosophy and a business
strategy, supported by a
technology platform, business
rules, workflow, processes and
social characteristics, designed to
engage the customer in a
collaborative conversation in order
to provide mutually beneficial
value in a trusted and transparent
business environment.
It's the company's response to the
customer's ownership of the
conversation.

5. Definitions
 Social Media
Social media includes the various online technology
tools that enable people to communicate easily via
the Internet to share information and resources.
Social media can include
text, audio, video, images, podcasts, and other
multimedia communications.

6. Definitions
 How are they different?
Social Media refers to the
channels customers are using
to talk to
friends, family, peers, busines
ses and other entities
Social CRM is business’s
strategy for capitalizing on
these new channels
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7. SCRM in a B2B context
 Number of customers
is smaller
 Requires a higher
degree of intimacy
 Communications must
be about the needs of
the customer
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8. SCRM in a B2C Context
 Number of
customers can be
vast
 Requires less
specificity, but more
care in tailoring a
message for the
masses
 Needs of customers
still critical – but so
is engagement
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9. What SCRM looks like in practice
 Few businesses
have start-to-
finish strategies
 Many are
scraping social
data into CRM
 Few are
engaging yet
 Two-way
interactions make
SCRM powerful
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10. Mobile CRM
 Moves CRM off the
desktop
 Makes CRM a tool for
more users
 Paves the way for better
CRM adoption
 Opens the door for
interesting new
applications of CRM
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11. Mobile expands CRM’s “how and who”
 Not just a tool for field
sales
 Service and delivery
personnel can benefit
 Workers don’t just work at
their desks anymore
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12. Mobile CRM: distributors and manufacturers
 Mobile allows access
to a more complete
set of data
 Mobile keeps all
people in the field up
to date
 Mobile allows rapid
responses to
customer
circumstances
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13. Technical Concerns
 Security
 Usability
 Off-line Use
 “BYOD”
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14. The convergence of social and mobile
 Much customer content in
social media comes from
mobile devices
 Capturing and
understanding that data
allows businesses to
become more responsive
 It’s a two-way medium
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15. Social and Mobile encourage customer
engagement
 Mobile Offers and
promotions
 More data for
sentiment analysis
 Data closer to
“where it happens”
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16. Social and Mobile amplify each other’s impact
 Time
 Place
 Relationships in Real Time
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17. Unique opportunities in beer
 Introduction of
new products
 Timely tracking
of sentiment
 Loyalty-building
programs
 Chances to spot
new customers
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18. Customers and customer loyalty
 Mobile
Contests
 Engagement
via Twitter
 Facebook
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19. Product co-creation
 Virtual Focus
Groups
 Naming
Contests
 Grade Seasonal
Brews
 Ask for
Suggestions
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20. Feedback from the field
 What are people saying
about your product and
your loyalty efforts?
 More importantly: what
are people saying about
your COMPETITORS
products and loyalty
efforts?
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21. New, powerful sales data
 Social + Mobile: who’s saying what about your
product – and where
 How are promotions being viewed by customers?
 Where are people NOT talking about your products?
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22. Questions?
cbucholtz@sugarcrm.com, @Bucholtz
www.CRMOutsiders.com
aanderson@blytheco.com, @aliciakanderson
www.beerstrategy.com

23. Going to NBWA’s Annual Convention?
 San Diego, October 14-17
 “Social Media 102: The Next Step” –
Monday, October 15 at 7:30am.
 Visit Booth 417 for a free website marketing
evaluation!
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24. More Resources for the Beer Business
 Recorded webinars
 Paperless Processing
 Brand Protection and Trademarking
 Beer Brief Whitepapers
 Reducing Costs and Gaining Efficiencies with Supply Chain
Automation
 Strategies for Improving Relationships and Revenues for
Brewers and Distributors
 Build a positive work culture
Visit www.beerstrategy.com
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